Finding, Evaluating, and Processing Information

© Prentice Hall, 2005 Business Communication Today 8e Chapter 10 - 1

Finding, Evaluating, Finding, Evaluating, and Processing and Processing

InformationInformation


The Research ProcessThe Research Process

• Plan your research• Locate data and information• Process data and information• Apply your findings• Manage information


Plan Your ResearchPlan Your Research

• Learn about the subject• Identify information gaps• Prioritize research needs


Ethics and Etiquette in Ethics and Etiquette in Business ResearchBusiness Research

• Don’t skew results• Respect privacy of participants• Document sources• Respect intellectual property• Don’t misquote


Learn About the SubjectLearn About the Subject

• Industry publications• Competitor’s websites• Interviews with Experts


Information Gap AnalysisInformation Gap Analysis

1. Clarify the decision or conclusion2. Identify subquestions3. Clarify information requirements4. Locate existing information5. Assess the information gap


Data and InformationData and Information

• Secondary research• Primary research


Purpose ofPurpose ofthe Materialthe Material

IndependentIndependentVerificationVerification

Logic andLogic andGood SenseGood Sense

Honesty andHonesty andReliabilityReliability

The AuthorThe Author

TimelinessTimeliness

PotentialPotentialBiasBias

Data CollectionData CollectionMethodsMethods

CompletenessCompleteness

Evaluating SourcesEvaluating Sources


Secondary ResearchSecondary Research

• A specific company• An entire industry• Statistics and trends• Business issues


Finding Information Finding Information at the Libraryat the Library

BusinessBusinessBooksBooks

ElectronicElectronicDatabasesDatabases NewspapersNewspapers PeriodicalsPeriodicals

DirectoriesDirectories AlmanacsAlmanacs StatisticalStatisticalResourcesResources

GovernmentGovernmentPublicationsPublications


Online InformationOnline Information

• Internet public library• Company websites


Internet Search ToolsInternet Search Tools

• Search engines–Web directories– Online databases–Meta-search engines


Search TechniquesSearch Techniques

• Keywords • Boolean operators• Natural language• Forms-based


Fine Tune Search Fine Tune Search MethodsMethods

• Read instructions• Review your options• Adjust search scope• Understand details• Vary search terms• Employ search agents


Documenting Documenting SourcesSources

• Credit sources• Build credibility• Help your readers


Primary InformationPrimary Information

• Surveys• Interviews• Experiments• observations


Survey QuestionsSurvey Questions

• Ask easy-to-analyze questions• Avoid leading questions• Ask one question at a time• Pretest all questionnaires


Effective InterviewsEffective Interviews• Purpose– Collect information–Make decisions– Clarify issues

• Structure– Overall length– Stylistic issues– Organization


Types of QuestionsTypes of Questions

• Close-ended• Restatement• Direct open-ended• Open-ended


Preparing QuestionsPreparing Questions

• Think about sequence• Rate the questions• Ask smart questions• Mix types of questions• Limit the number• Edit questions


Processing Processing Interview InformationInterview Information

• Quoting • Paraphrasing• Summarizing


Analyzing the DataAnalyzing the Data

• Mean, median, and mode• Overall trends• Cause and correlation• Cross-tabulation


Minimize Mistakes and Minimize Mistakes and MisinterpretationsMisinterpretations

• Avoid faulty comparisons• Don’t push research results• Avoid misleading presentations


Applying Your FindingsApplying Your Findings

• Unbiased summary• Logical conclusion• Feasible recommendations


Knowledge ManagementKnowledge Management

• Information• Insights• Experiences• Research

Finding, Evaluating, and Processing Information

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