Exploratory Research

Topic Seven
Class Seven

Learning Objectives
Understand the . . . purpose and process of exploratory research two types and three levels of management decision-related secondary sources

five types of external information and the factors for evaluating the value of a source and its content

7-2

Learning Objectives
Understand . . .

the process for conducting a literature search

data mining and how internal data mining techniques differ from literature searches.

7-3

Approaches for Exploratory Investigations

Interviewing Participant observation Film, photographs Projective techniques Psychological testing Case studies

Street ethnography
Elite or expert interviewing Document analysis

Exploratory Phase Search Strategy

Discovery/ Analysis Secondary Sources

Expert Interview

Search Strategy

Group Discussions

Individual Depth Interviews

7-5

Objectives of Secondary Searches

Expand understanding of management dilemma Gather background information Identify information that should be gathered Identify sources for and actual questions that might be used

Identify sources for and actual sample frames that might be used

7-6

Conducting a Literature Search

Define management dilemma

Consult books for relevant terms

Use terms to search

Locate/review secondary sources Evaluate value of each source and content

7-7

7-8

Whiteboard technology makes the discussion of symptoms relevant to the management-research question hierarchy easier

Levels of Information
Primary Sources: Memos Letters Interviews Speeches Laws Internal records
Secondary Sources: Encyclopedias Textbooks Handbooks Magazines Newspapers Newscasts Tertiary Sources: Indexes Bibliographies Internet search engines

7-9

Information Sources
Indexes/ Bibliographies

Directories

Dictionaries

Types
Handbooks Encyclopedias

7-10

Evaluating Information Sources

Purpose

Format

Scope

Evaluation Factors
Audience Authority

7-11

The Evolution of Data Mining

Evolutionary Step Investigative Question Enabling Technologies Characteristics

Data collection (1960s)

What was my average total revenue over the last five years? What were unit sales in California last December? What were unit sales in California last December? Drill down to Sacramento. Whats likely to happen to Sacramento unit sales next month? Why?

Computers, tapes, disks

Retrospective, static data delivery Retrospective, dynamic data delivery at record level Retrospective, dynamic data delivery at multiple levels

Data access (1980s)

Relational databases (RDBMS), structured query language (SQL), ODBC Online analytic processing (OLAP), multidimensional databases, data warehouses Advanced algorithms, multiprocessor computers, massive databases

Data navigation (1990s)

Data mining (2000)

Prospective, proactive information delivery

7-12

Data Mining in Business

7-13

Desired outcomes of Exploratory Studies

Established range and scope of possible management decisions

Established major dimensions of research task Defined a set of subsidiary questions that can guide research design

Desired outcomes of Exploratory Studies

Developed hypotheses about possible causes of management dilemma

Learned which hypotheses can be safely ignored Concluded additional research is not needed or not feasible

Common Exploratory Techniques for Research

Secondary data analysis is also called a literature search. Within secondary data exploration, researchers should start first with an organizations own data archives. The second source of secondary data is published documents prepared by authors outside the sponsor organization.

Secondary Data Analysis

Experience Surveys
Experience surveys are semi-structured or unstructured interviews with experts on a topic or a dimension of a topic

Exploratory

Focus Groups
Focus groups are discussions on a topic involving a small group of participants led by a trained moderator

6-16

Experience Surveys
What is being done? What has been tried in the past with or without success? How have things changed? Who is involved in the decisions? What problem areas can be seen?

Whom can we count on to assist or participate in the research?

6-17

Focus Groups
Group discussion

6-10 participants
Moderator-led 90 minutes-2 hours

6-18