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1Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.

Learning ObjectivesLearning Objectives::

1.1. Provide an orientation to modern day business Provide an orientation to modern day business research.research.

2.2. Define business research and the people who Define business research and the people who use it.use it.

3.3. Discuss recent business trends and how they Discuss recent business trends and how they effect business research.effect business research.

4.4. Examine research related technologies.Examine research related technologies.5.5. Introduce Samouel’s restaurant case analysis.Introduce Samouel’s restaurant case analysis.

Business Research for the Business Research for the 2121stst Century CenturyChapter 1


Business ResearchBusiness Research

. . . seeks to predict and explain all

phenomena that taken together comprise

the ever-changing business environment.

. . . finds answers that (a) improve

business performance, and (b) improve

the lives of customers, employees and

owners.



. . . . is a truth-seeking function that

gathers, analyzes, interprets and

reports information so that business

decision makers become more

effective.


Key Elements of Business Key Elements of Business ResearchResearch

1. Business research is broad.2. Business research can be formal.3. Business research can be informal.4. Good research is replicable.5. Good research should provide more

benefit than it costs.


Applied and Basic Business Applied and Basic Business ResearchResearch

Applied• How will the

acquisition of new vineyard property affect profitability of Martinelli Winery?

• Can prospective employee psychological profiles be used to reduce turnover at Sacred Heart Hospital?

Basic• What factors relate

to consumer perceptions of a wine’s overall quality?

• Does job stress affect the job performance and satisfaction of male and female service providers?


Who Uses Business Who Uses Business Research?Research?

High Tech Firms Low Tech Firms

Manufacturing Service

Not for Profits Charitable Organizations Government Organizations

• Law makers

• Courts

Market Research Organizations-PakistanMarket Research Organizations-Pakistan

• AFTAB ASSOCIATES (PVT) LTD 54660 Lahore, PakistanSince 1983 Aftab Associates (Pvt), Ltd (AAL), has been one of the leading Marketing Research firms of Pakistan.Over the last 26 years Aftab Associates has conducted innumerable surveys for almost...

•Foresight Research (Pvt.) Ltd. 75400 Karachi, PakistanForesight Research is a full scale research agency. Our main forte is a diversified, experienced and competitive team. We have on our team: statisticians, economists, psychologists, information...

•Gallup Pakistan 1055 Islamabad, PakistanEstablished in 1980, one of the country’s oldest and largest research institutions, Gallup Pakistan is a full service research organization having offices and field network throughout Pakistan.

Oasis Insights (Pvt) Ltd 75350 Karachi, PakistanOasis International is one of the largest and fastest growing Research organizations in Pakistan with its offices in 10 major cities of the country manned with permanent full time staff. Besides...

SB&B Marketing Research 54700 Lahore, PakistanSB&B has gained the respect of marketing and advertising professionals through first-hand, hard-won experience, as a consultancy that: - Shows genuine interest & enthusiasm for its clients' needs-...

SMAR International (Private) Ltd. 75400 Karachi, PakistanSMAR is the pioneer marketing research organization in Pakistan established in 1966. With the head office in Karachi, regional office in Multan, Lahore, Rawalpindi besides field work arrangement in...

International Field & Tab 54770 Lahore, PakistanInternational Field & Tab is an International Procurement, Coordination, Data Collection and Management network offering services in regions including Pakistan (South Asia), Asia Pacific and Middle...

MEMRB Pakistan (Pvt.) Ltd. 44000 Islamabad, PakistanMEMRB is a pioneer in the emerging markets paving the way since early 1960's in the Middle East and since 1991 in Central/Eastern Europe and Africa. Through its joint venture with US based Information...

Central Cotton Research Institute, Pakistan

Pakistan Agricultural Research Council (PARC)

Pakistan Travel Guide

Sunrise Green Pakistan-NGO


Business Business ResearchResearch

Relationship Marketing

International Research

Expanding Market Freedom

Trends Trends Impacting Impacting Business Business ResearchResearch

Information Revolution

Go On-Line www.tamtam.com


Information Revolution and Information Revolution and ResearchResearch

Electronic Communication Networking Data Warehouse

“Off the shelf” data

Organizational Learning Satellite Technology


Student Assignment, Student Assignment, due in next Class.due in next Class.

What do these What do these acronyms mean?acronyms mean?

PUSH

SMART

ATM

ASP

LATEX

Crypto Rage

PATROL

Go On-Linewww.technology.com


ACRONYM DEFINITION IMPLICATION

1. PUSHA technology which automatically delivers customized information to a person via a browser interface.

Researchers have greater access to more relevant information in less time.

2. SMART

A technology in which a microprocessor resides on a personalized card (the size of acredit card). Information can be exchanged with computer interfaces by reading the card.

Researchers can track behavior more closely and accurately enabling decision makers to better customize solutions.

3. ATM (Asynchronous Transfer Mode)

Allows real-time voice, video and data transfer by continuously reallocating unused bandwidth.

Improved and faster electroniccommunication.

4. ASP (Application

Service Provider)

Secure, remote hosting of complex database software that enables more companies affordable access to sophisticated tracking and information gathering.

Better access to information for researchers and decision makers in a wider variety of firms.

5. LATEX (Lamport, Tex)

A document transfer and preparation system which allows the user to focus on the logical structure of a message rather than the format codes.

More efficient information processing.

6. Crypto Rage

The anger associated with computer hackers’ attempts to breech computer security and/or infect systems with computerviruses (not a New Age rock group).

System security should be a high priority.

7. PATROL

Monitors software usage among all computers on network.

Usage patterns can be tracked and product improvements can be made with increased efficiency.


The KDD process The KDD process involves involves

the following steps:the following steps:Go On-Linewww.dogpile.com

1. Establishing access to relevant data;

2. Selecting the set of events (data) to be analyzed;

3. Cleaning this data so it is understood by the

algorithm;

4. Developing and using rules for selecting interesting

relationships; and

5. Developing a report of relationships that may affect

firm performance.


1. Matter matters less.

2. Distance matters less.

3. Time matters more.

4. Customization matters more.

5. People matter more.

How the information age is How the information age is affecting researchers and affecting researchers and

decision makers:decision makers:



Go On-Linewww.autonomy.com

What is located on this website that is

of value to business researchers?


Internal Versus External Internal Versus External Researchers?Researchers?

Hire outside consultant/researchers? Does the research

require special expertise?

Can employees be objective?

Are new insights desired?

Perform research “in-house?” Do we want to save

time? Is close employee

collaboration required? Do we want to save

money? Will we need to follow

up on the results?


Research ProposalsResearch Proposals

A formal written proposal is the result of interactions between a client and a researcher.

It translates business concerns into research problems.

An approach to solve the problem(s) is agreed upon (it involves performing research).


Structure of Research Structure of Research ProposalProposal

1. Project Title.2. Background Information – specifies events

leading up to request for the proposal to be prepared and submitted.

3. Problem Statement and Research Objectives.4. Research Strategy and Methods – data to be

collected, how it will be collected and analyzed. This summarizes steps that will be taken to achieve the research objectives.

5. Nature of the Final Report to be submitted – specifies type and nature of report.

6. Budget and Schedule.7. Qualifications of Project Consultants and

Research Firm.


SummarySummary

1. Provide an orientation to modern day business research.

2. Define business research and the people who use it.

3. Discuss recent business trends and how they affect business research.

4. Examine research related technologies.

Research Proposal for Samouel’s Research Proposal for Samouel’s Greek Cuisine RestaurantGreek Cuisine Restaurant

Statement of Problem Research Questions

• Are employees being managed to maximize their productivity as well as commitment to the success of the restaurant?

• What are the best approaches to attract new customers and to keep and grow existing customers?

Research Approach• Two separate but related research projects are

recommended• Employee Assessment Project

• Survey

• Customer assessment Project• Survey: Samouel’s & its major competitor, Gino’s Italian Restaurant.21

Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.

Employee Assessment Project• ERQ 1. How do employees feel about the work

environment at Samouel’s?• ERQ 2. How committed are the employees to helping

make the restaurant a success?• ERQ 3. Do different groups of employees have different

feelings about working at Samouel’s?

Customer Assessment Project• CRQ 1. What is the level of satisfaction of Samouel’s

customers relative to the customers of its primary competitor, Gino?

• CRQ 2. Do customers rate Gino’s more favorably than they do Samouel’s?

• CRQ 3. What factors contribute to measurement customer satisfied?


Methodology• will be approached randomly & asked four screening

questions:• 1. Do they occasionally dine out in restaurant?• 2. Samples: Customers Did they just dine in the

restaurant?• 3. Is their annual household income $20,000 or more?• 4. Have they completed the questionnaire before?

• A YES for the first three questions & a NO for the second will prompt a request to participate in the survey. ($5 for participation)

• Measures: The survey will include questions (Slide # 20)

Data Analysis Approach• SPSS will be used – simple as well as advanced

statistical techniques

Schedule , Budget and Qualifications• Number of days/weeks to complete 23

Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.


Variable Description Variable TypeWork Environment MeasuresX1 I am paid fairly for the work I do. MetricX2 I am doing the kind of work I want. MetricX3 My supervisor gives credit an praise for work well done. MetricX4 There is a lot of cooperation among the members of my work group. MetricX5 My job allows me to learn new skills. MetricX6 My supervisor recognizes my potential. MetricX7 My work gives me a sense of accomplishment. MetricX8 My immediate work group functions as a team. MetricX9 My pay reflects the effort I put into doing my work. MetricX10 My supervisor is friendly and helpful. MetricX11 The members of my work group have the skills and/or training

to do their job well. MetricX12 The benefits I receive are reasonable. MetricRelationship MeasuresX13 Loyalty – I have a sense of loyalty to Samouel’s restaurant. MetricX14 Effort – I am willing to put in a great deal of effort beyond that

expected to help Samouel’s restaurant to be successful. MetricX15 Proud – I am proud to tell others that I work for Samouel’s

restaurant. MetricClassification VariablesX16 Intention to Search MetricX17 Length of Time an Employee NonmetricX18 Work Type = Part-Time vs. Full-Time NonmetricX19 Gender NonmetricX20 Age NonmetricX21 Performance Metric

Description of Employee Survey VariablesDescription of Employee Survey Variables


Variable Description Variable TypeRestaurant PerceptionsX1 Excellent Food Quality MetricX2 Attractive Interior MetricX3 Generous Portions MetricX4 Excellent Food Taste MetricX5 Good Value for the Money MetricX6 Friendly Employees MetricX7 Appears Clean & Neat MetricX8 Fun Place to Go MetricX9 Wide Variety of menu Items MetricX10 Reasonable Prices MetricX11 Courteous Employees MetricX12 Competent Employees MetricSelection Factor RankingsX13 Food Quality NonmetricX14 Atmosphere NonmetricX15 Prices NonmetricX16 Employees NonmetricRelationship VariablesX17 Satisfaction MetricX18 Likely to Return in Future MetricX19 Recommend to Friend MetricX20 Frequency of Patronage NonmetricX21 Length of Time a Customer NonmetricClassification VariablesX22 Gender NonmetricX23 Age NonmetricX24 Income NonmetricX25 Competitor Nonmetric

Description of Customer Survey VariablesDescription of Customer Survey Variables

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