secondary data clarifying research question through secondary data meta analysis of secondary data...

Clarifying Research Question through

Secondary data

Meta Analysis of Secondary Data Secondary Data

中央大學 . 資訊管理系范錚強

mailto: [email protected]

2011.03 updated

4

中央資管：范錚強 2

研究問題 Reserch Question 的確定

真實世界

疑問

文獻

二手資料

比對文獻沒有描述該疑問文獻的描述不適切

說得不夠深入文獻說錯了文獻缺乏對現象加以解釋…


Learning Objectives

Understand...

The purpose and process of exploratory research.

The two types and three levels of management decision-related secondary sources.

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


Learning Objectives

Understand . . .

The process of using exploratory research to understand the management dilemma and work through the stages of analysis necessary to formulate the research question (and, ultimately, investigative questions and measurement questions).

What is involved in internal data mining and how internal data-mining techniques differ from literature searches.


Clarifying the Research Question Reduces Information Overload

“Executives today are at risk of drowning in an ocean of technology-generated data. One possible response to data overload is to tune out completely, but that only takes the problem to the other extreme. A better response is to make the company’s business model as simple and as transparent as possible and to figure out exactly which measures are needed to illuminate the model’s success.”

Robert J. Thomas, Executive Director,Accenture’s Institute for High Performance Business


Exploratory Phase Search Strategy

Search Strategy

Discovery/ AnalysisSecondary Sources

Individual Depth Interviews

Expert Interview

GroupDiscussions


Integration of Secondary Data into the Research Process


Secondary Data

一手資料研究者透過本身的作為，蒐集到的第一手資料觀察、訪談、問卷…

並非本研究取得的一手資料文獻、研究論文、研究報告新聞報導會議記錄、記錄影片、網頁資料…


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


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


文獻收集的工具

Google/Google Scholar

SFX SFX® is the most widely used link server and the linking solution of choice for over 1,500 libraries worldwide.

電子資料庫，如：中央大學圖書館網頁電子期刊查詢 (SFX)期刊資料 / 資料庫


Levels of Information

Primary Sources:MemosLetters

InterviewsSpeeches

LawsInternal records

Secondary Sources:

EncyclopediasTextbooksHandbooksMagazines

NewspapersNewscasts

Tertiary Sources:Indexes

BibliographiesInternet

search engines


Integrating Secondary Data


The U.S. Government

is the world’s largest source of data


Information Sources

Encyclopedias

DirectoriesDirectories

HandbooksHandbooks

TypesTypes

Indexes/Bibliographies

DictionariesDictionaries


Evaluating Information Sources

Authority

FormatFormat

AudienceAudience

EvaluationFactors

EvaluationFactors

Purpose

ScopeScope


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?”

Computers, tapes, disks Retrospective, static data delivery

Data access (1980s) “What were unit sales in California last December?”

Relational databases (RDBMS), structured query language (SQL), ODBC

Retrospective, dynamic data delivery at record level

Data navigation (1990s) “What were unit sales in California last December? Drill down to Sacramento.”

Online analytic processing (OLAP), multidimensional databases, data warehouses

Retrospective, dynamic data delivery at multiple levels

Data mining (2000) “What’s likely to happen to Sacramento unit sales next month? Why?”

Advanced algorithms, multiprocessor computers, massive databases

Prospective, proactive information delivery


Data Mining in Business


Data-Mining Process


The Business Research Process


Stage 1: Clarifying the Research Question

Management-research question hierarchy process begins by identifying the management dilemma


Management-Research Question Hierarchy


Formulating the Research Question


Types of Management Questions


The Research Question

Determine necessary evidence

Determine necessary evidence

Set scope of study

Set scope of study

Examine variables

Examine variables

Break questions

down

Break questions

down

Evaluate hypotheses

Evaluate hypotheses

Fine-TuningFine-Tuning


Performance ConsiderationsPerformance Considerations

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Investigative Questions

Attitudinal IssuesAttitudinal Issues

Behavioral IssuesBehavioral Issues


內容分析

一種介於質性研究和數量研究的方法把弱的「感覺」變成強證據

經常可以拿來針對文獻進行「後涉分析」 Meta Analysis

Cooper 的書沒有交代這個方法放在哪裡講都怪怪的我把它放在這裡


內容分析

起源於對傳播（溝通）媒體的分析將傳播內容切割成小單元，將小單元加以分類計算統計，加以分析比較將「質」性的資料，轉換成為「量」的資料（頻率；次數）介於定量和訂性之間可分析宏觀的的趨勢、改變等；不易整理出比較細的變數相關


內容分析的應用（例）

經由傳播內容的分析，進行多重比較趨勢：過去 30 年，社會需要的資訊軟體人才的趨勢為何？

報紙徵人廣告是一個重要的聘僱方式分析報紙徵人的分類廣告，進行內容分析進行時間系列的分類和數量分析時間長，過程中的改變（報紙的消長）如何克服

情境改變：媒體的評論角度，在政黨輪替前後是否不同？報紙的社論代表媒體的立場分析報紙的社論，進行內容分析進行時間分段（前後）分類和數量分析

電視播映是否不公平──如何進行？


溝通的過程

溝通媒介發訊者收訊者

噪音

噪音噪音

噪音

訊息

回饋

編碼編碼

發訊者想要傳送訊息的個人或組織，溝通過程中的訊息來源

收訊者溝通時接收訊息的目標對象

濾網


編碼和譯碼

編碼將發訊者所想要傳達的意思轉變為通常以文字、語言或符號等形式來呈現

解碼將經由溝通管道傳達而來的語言與符號，予以翻譯說明的過程

訊息的傳送與溝通媒介溝通管道是訊息傳遞的媒介，通常由發訊者選擇


溝通

Who says what, to whom, how and with what effect?

Who: 發訊者Whom: 收訊者How: 媒介、訊息What effect: 解碼、收訊者事後行為


內容分析的三大重點

抽樣分析單元分類架構


抽樣

分析的媒體的母體需考慮研究問題的搭配，如：

某電視台所有節目某台所有新聞某台七點鐘新聞所有報紙頭條某報分類廣告某機關的所有發文


如何減量

隨機抽樣成本極高

系統性抽樣先隨機或挑選重點、後採取循環抽樣每七天、每月等

集中在特定事件前後媒體態度：總統大選前兩週，每天

發生最頻繁時段徵人廣告：六七月的週末


分析單元

「顆粒度」：分析單元的粗細大小例：分析書本

一冊書書中的每一章每一節每一段每一句每一字

例：分析電影每一部電影電影中的每一場景電影中的每一對白電影中的每半分鐘


分析單元 2

如何決定參考你的研究問題你希望回答什麼問題？問題的回答和你的數量如何掛勾統計單元的次數（頻率）統計單元在更大單元中的比例，如某候選人在單一媒體的曝光比例（可平衡媒體播放新聞的時間差異）


分類架構

統計頻率的基礎分類是否有足夠的涵蓋面類目是否互相排斥，還是相容褒貶徵人專長（單項的 yes/no ）

分類是否有廣泛的認同社會共享價值理論依據


內容分析的應用

經由傳播內容的分析，進行多重比較同一（個或組）媒體，不同時間的差別（趨勢）同一媒體，不同情境的差別（轉變）同一媒體，不同對象的差別同一媒體內，不同內容的相關不同媒體的差別特定媒體和參考標準作比較

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