Post on 07-Apr-2018
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A systematic inquiry that provides information to
guide managerial decisions .
A process ofdetermining, acquiring, analyzing,
synthesizing, and disseminating relevant business
data, information, and insights to decision makers
in ways that mobilize the organization to take
appropriate business actions that, in turn,
maximize business performance.
Business Research Defined
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Why Study
Business Research?
Business research provides
information to guide business
decisions
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Studying Business
Research
Complex
Decisions
Stakeholder
Influence
Competition
Factors
Growth of
Internet
Business as a
discipline
Government
Intervention
Greater
Computing
Power
New
Research
Perspectives
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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
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Business Planning Drives
Business Research
Organizational
Mission
BusinessStrategies
BusinessTactics
Business
Goals
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Information Sources
Decision Support
Systems
Numerous elements of
data organized forretrieval 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
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Exhibit 1-1 Sources of
Business Intelligence
Business
Intelligence
Government/
Regulatory
Economic
Competitive
Demographic
Technological Cultural/
Social
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Business Tactics and
Research
Amul Ice-cream
Dozens of flavors
Small packages
Available in franchise
and grocery stores
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What Research is not ?
Research isnt information Gathering
Research isnt transportation of facts
Research is systematic process ofcollecting , analyzing information in order
to increase our understanding of
phenomenon about which we are
concerned.
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Examples of Non-Research
Projects Comparing data sets
Correlating data sets
Problems with Yes/No answers.
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Exhibit 1-4 Who Conducts
Business Research?
Internal External
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Eastman Kodak has a world-
class research department
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Exhibit 1-4 Who Conducts
Research?
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Exhibit 1-4
Business Research Suppliers
External Research Suppliers
Business Research Firms
Communication Agencies
Consultants
Trade Associations
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Business Research Firms
Business Research Firms
Full Service Specialists
Custom
Proprietary
Methods
SyndicatedData
Other
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Business Research
Suppliers Full-service firms conduct all phases of research from
planning to insight development. They may offercustom
projects tailored to a clients needs and/orproprietary
work.
Proprietary methodologies are programs or techniques
that are owned by a single firm. Syndicated data
providers track the change of one or more measures
over time, usually in a given industry.
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Business Research
Suppliers Specialty firms establish expertise in one or a few
research methodologies. They represent the largest
number of research firms and tend to dominate the small
research firms operated by a single research firm or a
very small staff.
Omnibus studies are those studies that combines one or
a few questions from several business decision makers
who need information from the same population.
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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.
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Specialty Business
Research Firms
Methodology
Process
Industry
Participant group
Geographic Region
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Communication Agencies
Direct
Business
Public
Relations
AdvertisingSales
Promotion
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Consultants and
Trade Associations
Consultants
Business
General Business
Trade Associations
General business
Business
specialties
Research
specialties
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Exhibit 1-8 Characteristics
of Good Research
Clearly defined purpose
Detailed research process
Thoroughly planned design
High ethical standards
Limitations addressed
Adequate analysis
Unambiguous presentation
Conclusions justified
Credentials
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Assignment
Ad Track is a weekly survey of how much
consumers like or dislike a major
advertising campaign compared with other
ads . Who sponsors this poll and who
collects the data ?
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The Scientific Method
Direct observation
Clearly defined variables
Clearly defined methods
Empirically testable
Elimination of alternatives
Statistical justification
Self-correcting process
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Researchers
Encounter problems
State problems
Propose hypotheses
Deduce outcomes
Formulate rival
hypotheses
Devise and conductempirical tests
Draw conclusions
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Synovate
Curiosity is
necessary to be a
good businessresearcher
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Sound Reasoning
Exposition Argument
InductionDeduction
Types of Discourse
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Inner-city household
interviewing is especially
difficult and expensive
This survey involves
substantial inner-city
household interviewing
The interviewing in this
survey will be especially
difficult and expensive
Deductive Reasoning
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Inductive Reasoning
Why didnt sales increase during ourpromotional event?
Regional retailers did not have sufficient stockto fill customer requests during thepromotional period
A strike by employees prevented stock from
arriving in time for promotion to be effective A hurricane closed retail outlets in the region
for 10 days during the promotion
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Exhibit 2-1 Why Didnt
Sales Increase?
Deduction
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Exhibit 2-2 Tracys
Performance
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Language of Research
Variables
Models
Theory
Terms used
in research
Constructs
Operational
definitions
Propositions/
Hypotheses
Conceptual
schemesConcepts
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Language of Research
Clear conceptualization
of concepts
Shared understanding
of concepts
Successof
Research
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Exhibit 2-3 Job Redesign
Constructs and Concepts
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Chapter 4Chapter 4
Identification of ResearchIdentification of Research
VariablesVariables
References:References: Business Research MethodsBusiness Research Methods
byby D.CooperD.Cooper, P. Schindler, P. SchindlerModified byModified by RahulRahul DalviDalvi
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Types of Variables
Dichotomous
Male/Female
Employed/ Unemployed
DiscreteEthnic background
Educational level
Religious affiliation
ContinuousIncome
Temperature
Age
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Exhibit 2-4 Independent
and Dependent Variables
Independent Variable
(IV)
Predictor
Presumed cause
Stimulus
Predicted from
Antecedent Manipulated
Dependent Variable
(DV)
Criterion
Presumed effect
Response
Predicted to.
Consequence Measured outcome
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Moderating Variables (MV)
The switch to commission from a salarycompensation system (IV) will lead toincreased sales productivity (DV) per
worker, especially among younger workers(MV).
The loss of mining jobs (IV) leads toacceptance of higher-risk behaviors toearn a family-supporting income (DV) particularly among those with a limitededucation (MV).
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Extraneous Variables (EV)
With new customers (EV-control), a switchto commission from a salary compensationsystem (IV) will lead to increased sales
productivity (DV) per worker, especiallyamong younger workers (MV).
Among residents with less than a highschool education (EV-control), the loss ofjobs (IV) leads to high-risk behaviors (DV),especially due to the proximity of the firingrange (MV).
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Intervening Variables (IVV)
The switch to a commission compensationsystem (IV) will lead to higher salesproductivity (DV) by increasing overall
compensation (IVV). A promotion campaign (IV) will increase
savings activity (DV), especially when freeprizes are offered (MV), but chiefly amongsmaller savers (EV-control). The resultscome from enhancing the motivation tosave (IVV).
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Propositions and
Hypotheses
Brand Manager Jones (case) has a
higher-than-average achievement
motivation (variable).
Brand managers in Company Z (cases)
have a higher-than-average achievement
motivation (variable).
Generalization
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Hypothesis Formats
Descriptive
In Detroit, our potato
chip market share
stands at 13.7%.
American cities are
experiencing budget
difficulties.
Research Question
What is the market
share for our potato
chips in Detroit?
Are American cities
experiencing budget
difficulties?
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Relational Hypotheses
Correlational
Young women (under 35)
purchase fewer units of
our product than women
who are older than 35.
The number of suits sold
varies directly with the
level of the business
cycle.
Causal
An increase in family
income leads to an
increase in the
percentage of income
saved.
Loyalty to a grocery store
increases the probability
of purchasing that storesprivate brand products.
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The Role of Hypotheses
Guide the direction of the study
Identify relevant facts
Suggest most appropriate research
design
Provide framework for organizing
resulting conclusions
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Characteristics of Strong
Hypotheses
AStrong
Hypothesis
Is
Adequate
Testable
Better
than rivals
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Exhibit 2-6 Theory of the
Product Life Cycle
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Model
Representation of a system
constructed to study some aspect of
that system or the system as a whole.
Models versus Theories
a models role is to represent or describe
A theorys role is to explain.
Models in business research may bedescriptive, predictive, and normative.
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Types of Model
Descriptive models are used for complex
systems because they allow for the
visualization of numerous variables and
relationships. Predictive models forecast future events and
facilitate business planning.
Normative models are used for control,
because they indicate necessary actions.
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E hibit 2 7 A Di t ib ti
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Exhibit 2-7 A Distribution
Network Model
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Exhibit 2-8
The Role of Reasoning