7-1

.

Chapter 7Chapter 7

Secondary Data Secondary Data SearchesSearches

7-2

Learning Objectives

• The purpose and process of exploratory research

• Two types and three levels of management decision-related secondary sources

• The process for conducting a literature search

7-3

Exploratory Phase Search Strategy

Search Strategy

Discovery/ AnalysisSecondary Sources

Individual Depth Interviews

Expert Interview

GroupDiscussions

7-4

Exhibit 7-1 Integration of Secondary Data into theResearch Process

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 dilemmaDefine management dilemma

Consult books for relevant termsConsult books for relevant terms

Use terms to searchUse terms to search

Locate/review secondary sourcesLocate/review secondary sources

Evaluate value of each source and content

Evaluate value of each source and content

7-7

Levels of Information

Primary Sources:MemosLetters

InterviewsSpeeches

LawsInternal records

Secondary Sources:

EncyclopediasTextbooksHandbooksMagazines

NewspapersNewscasts

Tertiary Sources:Indexes

BibliographiesInternet

search engines

7-8

Exhibit 7-2 Integrating Secondary Data

7-9

Information Sources

Encyclopedias

DirectoriesDirectories

HandbooksHandbooks

TypesTypes

Indexes/Bibliographies

DictionariesDictionaries

7-10

Exhibit 7-4 Review of Advanced Search Options

7-11

Exhibit 7-5 Advanced Searching Process

7-12

By reading we enrich the mind, by conversation we polish it.

Source: Cooper R. D. & Schindler, S. P.

(2006). Business Research Methods

9e. McGraw.Hill