Bài giảng Business Research Methods - Chapter 1: Research in Business

Chapter 1Research in BusinessMcGraw-Hill/IrwinCopyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. Understand . . . What business research is and how it differs from business decision support systems and business  intelligence systems. Trends affecting business research and the emerging hierarchy of business decision makers. The distinction between good business research and research that falls short of professional quality. The nature of the research process.Learning Objectives2Data Collectors Face Responsibilities“This is a fantastic time to be entering the business world, because business is going to change more in the next 10 years than it has in the last 50.”Bill Gates, entrepreneur and founder Microsoft3PulsePoint: Research Revelations34The percent of employees who never consider that their bosses, clients, or colleagues think before posting to a blog, discussion forum, or social network.4Why Study Business Research?Business research provides information to guide business decisions5Research Should Help Respond to Change“Enterprises have long recognized the needto better sense and respond to business change.What’s different today is that ubiquitous accessto information and real-time communicationshave fostered an ‘always on’ business culturewhere decision making has become a ‘just-in-timeprocess.’”Business Performance Management Forum6A 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 performanceBusiness Research7Research Should Reduce RiskThe primary purpose of research is to reduce the level of risk of a marketing decision8Critical Scrutiny of BusinessComputing Power & SpeedBattle for Analytical TalentFactorsInformation OverloadShifting Global EconomicsGovernment InterventionTechnological ConnectivityNew Research PerspectivesWhat’s Changing in Business that Influences Research9Computing Power and SpeedReal-time AccessLower-cost Data CollectionPowerful ComputationBetter Visualization ToolsIntegration of DataFactors10Business Planning Drives Business ResearchOrganizational MissionBusinessGoalsBusinessStrategiesBusinessTactics11Business Decisions and ResearchHäagen-Dazs TacticsSuper premium Dozens of flavorsSmall packagesSignature colors on packagingAvailable in franchise and grocery stores12Information SourcesDecision Support SystemsNumerous elements of data organized for retrieval and use in business decision makingStored and retrieved viaIntranetsExtranetsBusiness Intelligence SystemsOngoing information collectionFocused on events, trends in micro and macro-environments13Sources of Business IntelligenceBusiness IntelligenceGovernment/RegulatoryEconomicCompetitiveDemographicTechnologicalCultural/Social14Hierarchy of Business Decision MakersVisionariesIntuitive Decision MakersStandardized Decision MakersVisionaries15Minute Main and Business Research16P&G has a world-class research department17Research May Not Be NecessaryCan It Pass These Tests?Can information be applied to a critical decision?Will the information improve managerial decision making?Are sufficient resources available?18Information Value ChainCharacteristicsData collection/ transmissionData interpretationModelsDecisionsupport systemsData management19The Research Process20Characteristics of Good ResearchClearly defined purposeDetailed research processThoroughly planned designHigh ethical standardsLimitations addressedAdequate analysisUnambiguous presentationConclusions justifiedCredentials21Categories of ResearchAppliedBasic (Pure)22Types of StudiesReportingExplanatoryPredictiveDescriptive23Key TermsManagement dilemmaPredictive studiesPure researchReporting studiesReturn on Investment (ROI)Scientific methodStrategyTacticsApplied researchBusiness intelligence system (BIS)Business researchControlDecision support systemDescriptive studiesExplanatory Studies24Appendix 1aHow the Research Industry WorksWho Conducts Business Research?26Some Organizations Use Internal Research Sources27Some Organizations Use External Research Sources28Business Research Firms29Proprietary ResearchDecision Analyst, Inc. uses Internet-based concept testing called Conceptor to examine new product concepts30Syndicated ServicesNielsen Media Researchprovides audience data for television programs like Court TV31Some Syndicated Data ProvidersAC NielsenScarboroughMillward BrownNielsen Media ResearchRoper ASWCSA TMOYahoo!ORC InternationalDoubleClickNielsen/NetRatingsTaylor Nelson Sofres IntersearchJ.D. Power AssociatesMediaMarkSimmon (SMRB)BRMBInformation Resources Inc.32Specialty Business Research FirmsMethodologyProcessIndustryParticipant groupGeographic Region33Communication AgenciesDirect BusinessPublic RelationsAdvertisingSales Promotion34Consultants and Trade Associations35Trade AssociationsNHRACASROMRAESOMARBRAAMAWAOBRPMPANAB36Many Firms Conduct Research37Key TermsCustom ResearcherFull-service researcherSpecialty researcherSyndicated data providerOmnibus researcherOmnibus study38Chapter 1 AddendumResearch Timeline1-*Information Revolution1960U.S. DODcommissionsforerunner of Internet1964 OCR showspromise1968Word processing first demonstrated1971First CATI surveyconducted1972Optical laser disk revealed1973UPC bar-codescanningintroduced1975Microsoft is born1979First VisiCalc ships1964 IBM introduces model 3601968SPSS created1971Intel introduces firstmicroprocessor1973Basic ideas of Internet created1976 Apple I released1980Apple owns 50% ofpc market198040Information Revolution19801981IBMPCreleased1987 First Internetsurvey1990sOCR used fordata entry1993WWW experiences3,400X growth in service traffic1994Greenfield OnlineIntroducesonline focus group2001Online surveysoftware widelyavailable2002Web-conferencingSoftwareintroduced1987 IRI conductsfirst scannertracking study1991WWW developed1996Internet World Expositionheld2002High-speedchip technologyfor servers200976.3% inUS haveInternet access2003Wal-Mart commitsTo use RFID201041