chapter 01 research business

8/19/2019 Chapter 01 Research Business

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Research in BusinessResearch in Business

Why Study

BusinessResearch?

Business

research providesinformation to

guide business

decisions


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• A process of determining, acuiring,

ana!y"ing, synthesi"ing, and disseminating

re!evant business data, information, andinsights to decision ma#ers in $ays that

mobi!i"e the organi"ation to ta#e

appropriate business actions that,

in turn, ma%imi"e business performance

Business Research

&efined


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Studying Business

Research

(omp!e%

&ecisions

Sta#eho!der

)nf!uence

Sta#eho!der

)nf!uence

(ompetition

(ompetition

Factors

Factors

*ro$th of

)nternet

Business as a

discip!ine

Business as a

discip!ine

*overnment

)ntervention

*overnment

)ntervention

*reater

(omputing

+o$er

*reater

(omputing

+o$er

e$

Research

+erspectives

e$

Research

+erspectives


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(omputer Advances

Data warehousing

• Storing vast amounts

of data in e!ectronic

storehouses

Data mining

• App!ying

mathematica! mode!s

to e%tract meaningfu!

#no$!edge from data

in interna! databases


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1-.

Business +!anning &rives

Business Research

Organizational

Mission

BusinessStrategies

BusinessTactics

Business

Goals


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)nformation Sources

Decision Support

Systems

• umerous e!ements of

data organi"ed for

retrieva! and use in

business decision ma#ing

• Stored and retrieved via

0 )ntranets

0 %tranets

Business Intelligence

Systems

• ngoing information

co!!ection

• 3ocused on events,

trends in micro and

macro-environments


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1-4

%hibit 1-1 Sources of

Business )nte!!igence

Business

Intelligence

*overnment5

Regu!atory

conomic

(ompetitive

&emographic

6echno!ogica! (u!tura!5

Socia!


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Business 6actics and

Research

89agen-&a"s 6actics

0 Super premium

0 &o"ens of f!avors

0 Sma!! pac#ages

0 Signature co!ors on

pac#aging

0 Avai!ab!e in franchiseand grocery stores


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%hibit 1-2 8ierarchy of

Business &ecision ;a#ers

Visionaries

Standardized

Decision Makers

Intuitie Decision MakersIntuitie Decision Makers


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Visionaries

Intuitie Decision Makers

Standardized

Decision Makers


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Visionaries

Intuitie Decision Makers

Standardized

Decision Makers

Visionaries


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1-12

%hibit 1-' ;inute ;ain

and Business Research


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1-1'

Research ;ay Be

=nnecessary

• (an information be app!ied to a critica!

decision?

• &oes it improve manageria! decision-

ma#ing?

• Are sufficient resources avai!ab!e?

1 1


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)nformation >a!ue (hain

!haracteristics

&ata co!!ection5

transmission

&ata

interpretation

;ode!s

&ecision

support systems

&ata

management

1 1.


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%hibit 1-7 (haracteristics

of *ood Research

(!ear!y defined purpose(!ear!y defined purpose

&etai!ed research process&etai!ed research process

6horough!y p!anned design6horough!y p!anned design

8igh ethica! standards8igh ethica! standards

imitations addressedimitations addressed

Adeuate ana!ysis Adeuate ana!ysis

=nambiguous presentation=nambiguous presentation

(onc!usions @ustified(onc!usions @ustified

(redentia!s(redentia!s

1 1/


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%hibit 1- Who (onducts

Business Research?

Internal "#ternal

1 14


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%hibit 1-

Business Research Supp!iers

%terna! Research Supp!iers

Business Research 3irms

(ommunication Agencies

(onsu!tants

6rade Associations

1 17


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3u!! Service Specia!ists

(ustom

+roprietary

;ethods

Syndicated&ata

ther

1 1:


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+roprietary Research

Decision Analyst, Inc.

uses Internet-basedconcept testing

called Conceptor

to examine new

product concepts

1 2


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Syndicated Services

Nielsen Media

Research

provides audience

data or television

programs li!e

"ourt #$

1 21


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%hibit 1-/ Some

Syndicated &ata +roviders

• A( ie!sen

• Scarborough

• ;i!!$ard Bro$n

• ie!sen ;edia Research• Roper ASW

• (SA 6;

• ahoo

• R( )nternationa!

• &oub!e(!ic#

• ie!sen5etRatings

• 6ay!or e!son Sofres

)ntersearch• CD&D +o$er Associates

• ;edia;ar#

• Simmon ES;RBF

• BR;B• )nformation Resources )ncD

1 22


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Specia!ty Business

Research 3irms

;ethodo!ogy

+rocess

)ndustry

+articipant group

*eographic Region

1-2'


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(ommunication Agencies

&irect

Business

+ub!icRe!ations

AdvertisingSa!es

+romotion

1-2


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(onsu!tants and

6rade Associations

• (onsu!tants

0 Business

0 *enera! Business

• 6rade Associations

0 *enera! business

0 Business

specia!ties

0 Research

specia!ties

1-2.


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6rade Associations

8RA8RA

(ASR(ASR

;RA;RA

S;ARS;AR

BRABRA

A;A A;A

WABR+WABR+

;+A;+A

ABAB

1-2/


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%hibit 1- Who (onducts

Research?

chapter 01 research business

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