chap_001research

7/23/2019 Chap_001research

http://slidepdf.com/reader/full/chap001research 1/40

McGraw-Hill/IrwinCopyright © 00! "y #he McGraw-Hill Co$panies, Inc% &ll

Rights Reser'ed%

Chapter 1Chapter 1

ResearchResearch

in Businessin Business



1-2

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.

earning !b"ecti#es



1-$

%ulse%oint& 'esearch 'e#elations

23The percent of firms planning

significant hiring who plan to hire

highly-educated professionals.



1-(

Why )tudy *usiness 'esearch+

*usiness

research pro#idesinformation to

guide business

decisions



1-,

Research Should Help

Respond to Change

Enterprises have long recognized the need

to better sense and respond to business change.

What’s different today is that ubiquitous access

to information and real-time communications

have fostered an ‘always on’ business culture

where decision making has become a ‘ust-in-time

process.’!

"usiness #erformance $anagement %orum



1-

• / process of determining0 acquiring0

analying0 synthesiing0 and disseminating

rele#ant business data0 information0 andinsights to decision makers in ways that

mobilie the organiation to take

appropriate business actions that0

in turn0 maimie business performance

*usiness 'esearch 3efined



1-4

'esearch )hould 'educe 'isk

The primarypurpose of

research is toreduce the

le#el of risk ofa marketing

decision



1-5

What6s 7hanging in *usiness

that 8nfluences 'esearch

7ritical)crutiny of

*usiness

7omputing%ower 9

)peed

7omputing%ower 9

)peed

*attle for /nalytical

Talent

*attle for /nalytical

Talent

FactorsFactors

8nformation

!#erload

)hifting:lobal

;conomics

)hifting:lobal

;conomics

:o#ernment

8nter#ention

:o#ernment

8nter#ention

Technological

7onnecti#ity

Technological

7onnecti#ity

<ew

'esearch

%erspecti#es

<ew

'esearch

%erspecti#es



1-=

7omputing %ower and )peed

'eal-time

/ccess

'eal-time

/ccess

FactorsFactors

ower-cost

3ata

7ollection

%owerful

7omputation

%owerful

7omputation

*etter

>isualiationTools

*etter

>isualiationTools

8ntegration of

3ata

8ntegration of

3ata



1-1?

*usiness %lanning 3ri#es *usiness

'esearch

Organizational

Mission

BusinessStrategies

BusinessTactics

Business

Goals



1-11

*usiness 3ecisions and 'esearch

@Aagen-3as Tactics

B )uper premium

B 3oens of fla#ors

B )mall packages

B )ignature colors on

packaging

B /#ailable in franchiseand grocery stores



1-12

8nformation )ources

Decision Support

Sste!s

• <umerous elements of

data organied for

retrie#al and use in

business decision making

• )tored and retrie#ed #ia

B 8ntranets

B ;tranets

Business "ntelligence

Sste!s

• !ngoing information

collection

• Cocused on e#ents0

trends in micro and

macro-en#ironments



1-1$

)ources of *usiness 8ntelligence

Business

"ntelligence

:o#ernmentD

'egulatory

;conomic

7ompetiti#e

3emographic

Technological 7ulturalD

)ocial



1-1(

@ierarchy of *usiness 3ecision Eakers

#isionaries

"ntuiti$e Decision Ma%ers

Standardized

Decision Ma%ers

#isionaries



1-1,

Einute Eain and *usiness 'esearch

1 1



1-1

;astman Fodak has a world-class research

department

1 14



1-14

'esearch Eay <ot *e <ecessary

Can "t &ass These Tests'• 7an information be applied to a critical

decision+

• Will the information impro#e managerialdecision making+

• /re sufficient resources a#ailable+

1 15



1-15

8nformation >alue 7hain

Characteristics

3ata collectionD

transmission

3ata

interpretation

Eodels

3ecision

support systems

3ata

management

1 1=



1-1=

The *usiness 'esearch %rocess

1 2?



1-2?

7haracteristics of :ood 'esearch

7learly defined purpose7learly defined purpose

3etailed research process3etailed research process

Thoroughly planned designThoroughly planned design

@igh ethical standards@igh ethical standards

imitations addressedimitations addressed

/dequate analysis /dequate analysis

Unambiguous presentationUnambiguous presentation

7onclusions "ustified7onclusions "ustified

7redentials7redentials

1 21



1-21

Two 7ategories of 'esearch

(pplied Basic )&ure*

1 22



1-22

Cour Types of )tudies

Reporting

+,planator &redicti$e

Descripti$e

1 2$



1-2$

Fey Terms

• /pplied research

• *usiness intelligence

system G*8)H

• *usiness research• 7ontrol

• 3ecision support

system

• 3escripti#e studies

• ;planatory )tudies

• Eanagement dilemma

• %redicti#e studies

• %ure research

• 'eporting studies• 'eturn on 8n#estment

G'!8H

• )cientific method• )trategy

• Tactics




Rights Reser'ed%

(ppendi, 1a(ppendi, 1a

Ho- theHo- the

ResearchResearch"ndustr .or%s"ndustr .or%s

1 2,



1-2,

Who 7onducts *usiness 'esearch+

1 2



1-2

)ome !rganiations Use

8nternal 'esearch )ources

1-24



1-24

)ome !rganiations Use

;ternal 'esearch )ources

1-25



1-25

*usiness 'esearch Cirms

1-2=



1 2=

%roprietary 'esearch

&ecision 'nalyst( )nc.

uses )nternet-basedconcept testing

called Conceptor

to e*amine new

product concepts

1-$?



1 $?

)yndicated )er#ices

+ielsen $edia

,esearch

provides audience

data for television

programs like

ourt /

1-$1



1 $1

)ome )yndicated 3ata %ro#iders

• /7 <ielsen

• )carborough

• Eillward *rown

• <ielsen Eedia 'esearch• 'oper /)W

• 7)/ TE!

• IahooJ

• !'7 8nternational

• 3ouble7lick

• <ielsenD<et'atings

• Taylor <elson )ofres

8ntersearch• K.3. %ower /ssociates

• EediaEark

• )immon G)E'*H

• *'E*• 8nformation 'esources 8nc.

1-$2



1 $2

)pecialty *usiness 'esearch Cirms

Eethodology

%rocess

8ndustry

%articipant group

:eographic 'egion

1-$$



1 $$

7ommunication /gencies

3irect

*usiness

%ublic'elations

/d#ertising)ales

%romotion

1-$(

7 lt t d



1 $(

7onsultants and

Trade /ssociations

1-$,



Trade /ssociations

<@'/<@'/

7/)'!7/)'!

E'/E'/

;)!E/';)!E/'

*'/*'/

/E/ /E/

W/!*'%W/!*'%

E%/E%/

</*</*

1-$



Eany Cirms 7onduct 'esearch

1-$4



Fey Terms

• 7ustom 'esearcher • Cull-ser#ice researcher

• )pecialty researcher

• )yndicated data pro#ider • !mnibus researcher

• !mnibus study




Rights Reser'ed%

Chapter 1Chapter 1

(ddendu!(ddendu!

ResearchResearch

Ti!elineTi!eline

1-$=



8nformation 'e#olution

1/0

U.). 3!3

commissions

forerunner of

8nternet

1/0

!7'

shows

promise

1/0

Word processing

first demonstrated

1/41Cirst 7/T8

sur#ey

conducted

1/42

!ptical laser

disk re#ealed

1/43

U%7 bar-code

scanning

introduced

1/45

Eicrosoft

is born

1/4/

Cirst

>isi7alc

ships

1/0

8*E

introducesmodel $?

1/0

)%)) created

1/41

8ntel introduces first

microprocessor

1/43

*asic ideas of

8nternet created

1/40

/pple 8

released

1/

/pple owns

,?L of

pc market

M2??5 Ec:raw-@ill 7ompanies0 8nc. /ll 'ights 'eser#ed.

1-(?



8nformation 'e#olution

1/

1/1

8*E%7

released

1/4

Cirst

8nternet

sur#ey

1//s

!7' used for

data entry

1//3WWW eperiences

$0(??N growth

in ser#ice traffic

1//

:reenfield !nline

8ntroduces

online focus group

21!nline sur#ey

software widely

a#ailable

22

Web-conferencing

)oftware

introduced

1/4

8'8 conducts

first scanner tracking study

1//1

WWW

de#eloped

1//0

8nternet

World ;position

held22

@igh-speed

chip technology

for ser#ers

24

4(.=L in

U) ha#e

8nternet

access

23

Wal-Eart commits

To use 'C83

2

chap_001research

Documents