Research

1
Chapter 1

• Research
• in Business

2
Learning Objectives

• Understand what is business research
• and how it differs from business decision
  support
• systems and business intelligence systems
• Trends affecting business research the
  distinction between good business research and
  research that falls short of professional quality
• The value of learning business research
  process skills

3
Why Study Business Research?
Business research provides information to guide
business decisions
4
Business Research Defined

• A process of determining, acquiring,analyzing,
  synthesizing, and disseminatingrelevant business
  data, information, andinsights to decision
  makers in ways thatmobilize the organization to
  take appropriate business actions that, in
  turn, maximize business performance

5
Studying Business Research
Growth of Internet
Greater Computing Power
New Research Perspectives
Stakeholder Influence
Business as a discipline
Factors
Complex Decisions
Government Intervention
6
Computer Advances

• Data warehousing
• Storing vast amounts of data in electronic
  storehouses

• Data mining
• Applying mathematical models to extract
  meaningful knowledge from data in internal
  databases

7
Business Planning Drives Business Research
Organizational Mission
Business Goals
Business Strategies
Business Tactics
8
Information Sources

• Decision Support Systems
• Numerous elements of data organized for retrieval
  and use in business decision making
• Stored and retrieved via
• Intranets
• Extranets

• Business Intelligence Systems
• Ongoing information collection
• Focused on events, trends in micro and
  macro-environments

9
Exhibit 1-1 Sources of Business Intelligence
Government/ Regulatory
Competitive
Economic
Demographic
Business Intelligence
Technological
Cultural/ Social
10
Business Tactics and Research

• Häagen-Dazs Tactics
• Super premium
• Dozens of flavors
• Small packages
• Signature colors on packaging
• Available in franchise and grocery stores

11
Research May Be Unnecessary

• Can information be applied to a critical
  decision?
• Does it improve managerial decision-making?
• Are sufficient resources available?

12
Exhibit 1-8 Characteristics of Good Research
13
Exhibit 1-4 Who Conducts Business Research?
Internal
External
14
Eastman Kodak has a world-class research
department
15
Exhibit 1-4Business Research Suppliers
16
Business Research Firms
17
Exhibit 1-6 Some Syndicated Data Providers

• AC Nielsen
• Scarborough
• Millward Brown
• Nielsen Media Research
• Roper ASW
• CSA TMO
• Yahoo!
• ORC International

• DoubleClick
• Nielsen/NetRatings
• Taylor Nelson Sofres Intersearch
• J.D. Power Associates
• MediaMark
• Simmon (SMRB)
• BRMB
• Information Resources Inc.

18
Specialty Business Research Firms
Methodology
Process
Industry
Participant group
Geographic Region
19
Communication Agencies
20
Consultants and Trade Associations

• Consultants
• Business
• General Business

• Trade Associations
• General business
• Business specialties
• Research specialties

21
Exhibit 1-4 Who Conducts Research?
22
See You Next Week

• Source Cooper R. D. Schindler, S. P.
• (2006). Business Research Methods
• 9e. McGraw.Hill