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Business Communication

Business Communication
Today
Today
Chapter 13
Finding, Evaluating, and
Processing Information

Copyright 2016 Pearson Education Limited Chapter 13 1


Learning Objectives
1. Describe an effective process to
conduct business research.
2. Define secondary research and
explain how to evaluate, locate,
and document information
sources.
3. Define primary research and
outline the steps involved in
conducting surveys and
Copyright 2016 Pearson Education Limited Chapter 13 2
Learning Objectives
4. Describe the major tasks involved
in processing research results.
5. Explain how to summarize
research results and present
conclusions and
recommendations.

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Planning Your
Planning Your Research
Research

(LO 13.1) Describe an effective


process for conducting business
research.

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Maintaining Ethics and
Etiquette in Your
Research
Dont force a specific outcome.
Respect privacy of participants.
Document and credit your
sources.
Respect intellectual property
rights.
Dont misquote your sources.
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Familiarizing Yourself
with the Subject
Explore Read Publications, Blogs,
the and Websites; Interview
General Experts
Subject
Develop a Define the Purpose or
Problem Problem
Statemen of Your Research
t
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Identifying Information
Gaps
Frame Your Researchs
Purpose
Find Specific Information
Gaps
Focus on the Important
Issues
Locate the Information You
Need
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7
Prioritizing Research
Needs
Constraints Information

Limited Time
Limited Time Need
Need to Know
Know

Limited
Limited Resources
Resources Nice
Nice to Know
to Know

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Summary of Discussion
In this section, we discussed the
following:
Maintaining Ethics and Etiquette in
Your Research
Familiarizing Yourself With the Subject
Identifying Information Gaps
Prioritizing Research Needs
The next section will cover
Conducting Secondary Research.
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Conducting Secondary
Conducting Secondary
Research
Research
(LO 13.2) Define secondary research
and explain how to evaluate, locate,
and document information sources.

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Evaluating Sources

Reputation Methodology

Potential Bias Verification

Purpose Completeness
Logical
Credibility
Scrutiny
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Locating Sources

Inside Outside the


Outside the
Inside the
the
Company Company
Company
Company

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Finding Information
at the Library
Newspapers
Business Membership
or
Books Directories
Periodicals

Almanacs
Government
and Databases
Publications
Statistics
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Finding Information
Online

Monitor
Monitor
Actively
Actively Selected
Selected
Search for
Search for
Sources for
Sources for
Existing
Existing New
New
Information
Information Information
Information

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Online Search Tools
(General-Purpose Search
Engines)
Scan Millions of
Opportunitie Websites
s Search by Keyword
Rank the Results
No Human Editors
Wide Variety of
Challenge
Results
s
Cant Reach Deep
Internet
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Online Search Tools
(Improve on General Search
Engines)
Metacrawlers
Web Online
or Search
Directories Databases
Engines

Format
Use Humans Offer Journals,
Searches for
to Evaluate Magazines,
Multiple
and Classify and
Search
Websites Newspapers
Engines
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Online Monitoring
Tools
Subscribing to
Subscribing to
Newsfeeds
Newsfeeds
Automatica
Automatica Following People
People on
on
Following
lly
lly Twitter
Twitter
Monitoring
Monitoring
Setting Up
Setting Up Online
Online
Information
Information
Alerts
Alerts
Sources
Sources
Using Specialized
Using Specialized
Monitors
Monitors
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Search Tips

*********** Keyword Searches


Optimize
Searches Boolean Searches
***********
Interpret Natural Language
Results Searches
*********** Forms-Based Searches
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Using Search Tools
Effectively
Think before you search.
Read instructions; pay attention to
details.
Review search/display options
carefully.
Try a variety of search terms.
Vary the number of search terms.
Look beyond the first page of
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results.
Documenting Your
Sources
Give the Author Credit

Provide Message Support

Help the Audience Learn


More
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Summary of Discussion
In this section, we discussed the
following:
Evaluating Sources
Locating Sources
Finding Information at the Library
Finding Information Online
Online Search Tools
(Continued on Next Slide)
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Summary of Discussion
Online Monitoring Tools
Search Tips
Using Search Tools Effectively
Documenting Your Sources
The next section will cover
Conducting Primary Research.

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Conducting Primary
Conducting Primary
Research
Research
(LO 13.3) Define primary research and
outline the steps involved in
conducting surveys and interviews.

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Gathering Information
with Surveys
Representative
Sample

Qualities
Qualities of
of
Valid
Useful
Useful Reliabl
Surveys e
Surveys

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Conducting Surveys

Provide Clear
Provide Clear Instructions
Instructions
Ask For
Ask For Information
Information People
People Can
Can
Remember
Remember
Keep Questionnaires
Keep Questionnaires Short
Short and
and Easy
Easy
to Use
to Use
Formulate Easy-to-Analyze
Formulate Easy-to-Analyze Questions
Questions
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Conducting Surveys

Avoid Asking
Avoid Asking Leading
Leading Questions
Questions

Avoid Using
Avoid Using Ambiguous
Ambiguous Descriptors
Descriptors

Avoid Asking
Avoid Asking Compound
Compound Questions
Questions

Make the
Make the Survey
Survey Adaptive
Adaptive
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Gathering Information
with Interviews
Three Factors Will Affect the
Answers
The Types of Questions You Ask

The Way You Ask the Questions

Each Subjects Language and


Culture
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Typical Types of
Interviews
Email Interviews
Face-to-Face
Interviews
Focus Group Sessions

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Summary of Discussion
In this section, we discussed the
following:
Gathering Information with Surveys
Conducting Surveys
Gathering Information with Interviews
Typical Types of Interviews
The next section will cover
Processing Data and Information.
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Processing Data
Processing Data and
and
Information
Information
(LO 13.4) Describe the major tasks
involved in processing research
results.

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Quoting, Paraphrasing,
and Summarizing
Avoid Plagiarism

Quoting
Quoting
Cite Observe
Sources Paraphrasing
Paraphrasing Context

Summarizing
Summarizing
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Analyzing Numeric
Data
(Hourly Wages)
$ 13.00 Per
Wilson
Hour
$13.50 per
Green
Hourper
$13.50 Mode
Cho
Hour Per
$ 14.00 Media
OToole n
Hour Per
$ 15.00
Schultz Mean
Hour
$ 17.00 Per
Lopez
Hour
$ 19.00 Per
Caruso
Hour
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Gathering Insights

Trends Causation

Correlations Cross-Tabulation

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Guarding Against
Mistakes and
Misinterpretations
Avoid Faulty Comparisons

Dont Over Extend Results

Avoid Misleading
Presentations

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Summary of Discussion
In this section, we discussed the
following:
Quoting, Paraphrasing, and
Summarizing
Analyzing Numeric Data
Gathering Insights
Guarding Against Mistakes and
Misinterpretations
The next section will cover Applying
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Applying Your
Applying Your Findings

(LO 13.5) Explain how to summarize


research results and present
conclusions and recommendations.

Copyright 2016 Pearson Education Limited Chapter 13 36



Summarizing Your
Research
Focus on the Main Idea
Focus on the Main Idea

IdentifyKey
Identify KeySupport
SupportPoints
Points

Focuson
Focus onthe
theAudiences
Audiences
Needs
Needs
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Drawing Conclusions
Interpret the Facts and
Data
Construct With Logical
Reasoning
Base on the Reports
Information
Consider Organization/Personal
Values
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Making
Recommendations
Suggest What to Do
Based on Logical, Sound
Conclusions
Practical and Acceptable to
Audience
Accounts for Steps that Come
Next
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Managing
Information

Knowledge Management
Knowledge Management

Technology
Technology Policies
Policies Procedures
Procedures

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Summary of Discussion
In this section, we discussed the
following:
Summarizing Your Research
Drawing Conclusions
Making Recommendations
Managing Information
This concludes our discussion of
Chapter 13: Finding, Evaluating,
and Processing Information.
Copyright 2016 Pearson Education Limited Chapter 13 41

Business Communication
Business Communication
Today
Today
Chapter 13
Finding, Evaluating, and
Processing Information

Copyright 2016 Pearson Education Limited Chapter 13 42

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