TAILIEUCHUNG - Lecture Lesikar's business communication: Connecting in a digital world (13/e): Chapter 13 - Kathryn Rentz, Paula Lentz
Chapter 13 - Conducting research for decision makers. This chapter presents the following content: Primary and secondary research differences; qualitative vs. quantitative research; online searches; evaluating websites; social networking and social bookmarking; libraries; surveys and questionnaires; experiments, observational studies, focus groups and interviews. | Chapter 13: Conducting Research for Decision Makers © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Overview Primary and secondary research differences Qualitative vs. quantitative research Online searches Evaluating websites Social networking and social bookmarking Libraries Surveys and questionnaires Experiments, observational studies, focus groups and interviews Why Research Is Critical Many business decisions are made using accurate, timely, and objective information. That information is often gathered through accurate research. Two Basic Forms of Research Secondary Secondary research is research using data compiled and interpreted by someone else. It is usually library and online research. Primary Primary research uses data compiled and interpreted firsthand by the writer. Quantitative and Qualitative Quantitative Researchers begin with a hypothesis or research question and conduct primary research to find answers. Qualitative Researchers begin with a general question and study natural phenomena to gain insights. Searching the Web Search Engines Google, Bing, Yahoo!, Search, Ask, and AOL Search Google Scholar Metasearch Tools Dogpile Other Web-Based Resources Wikipedia, WorldCat, and RSS feeds Expanding and Limiting Searches If you have too few citations Use OR to add variations or synonyms to basic search terms. Check for incorrect spelling. Truncate major terms to pick up variations. If you have too many citations Use AND to combine with another term or concept. Specify dates or other limitations. Consider narrowing with NOT. Evaluating Websites No widely adopted standards are currently followed. Search engine biases are not widely understood and change with policy and algorithm updates. One solution is to link only through trustworthy collection sites. A better solution is to hone evaluation skills by habitually looking at each site’s purpose, provider’s qualifications, content validity, and structure. Using Social Networks Facebook Useful for surveys and finding company information Twitter Follow topics by specific hashtags to find information relevant to a specific business problem LinkedIn Search People, Companies, and Groups to find information relevant to a business problem Conducting Primary Research Survey Experimentation Observation Qualitative Research
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