Beruflich Dokumente
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RESEARCH IN BUSINESS
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
Understand . . .
• What business research is and how it differs from
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Pull Quote
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Why Study Business Research?
Business
research provides
information to
guide business
decisions
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Research Should Help Business
Respond to Change
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Business Research
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Research Should Reduce Risk
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What’s Changing in Business
that Influences Research
New Research Information Technological
Perspectives Overload Connectivity
Computing Shifting
Power & Global
Speed Economics
Factors
Battle for Critical
Analytical Scrutiny of
Talent Business
Government
Intervention
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Computing Power and Speed
Lower-cost
Data
Collection
Better
Integration of
Visualization
Data
Tools
Factors
Real-time Powerful
Access Computation
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Researchers Must Keep Current
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Business Planning Drives
Business Research
Organizational Business
Mission Goals
Business Business
Strategies Tactics
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Business Decisions and Research
Häagen-Dazs Tactics
Super premium
Dozens of flavors
Small packages
Signature colors on packaging
Available in franchise and
grocery stores
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Information Sources
Extranets
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Sources of Business Intelligence
Government/
Competitive
Regulatory
Demographic Economic
Business
Intelligence
Technological Cultural/
Social
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Sources of Business Intelligence
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Sources of Business Intelligence
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Sources of Business Intelligence
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Sources of Business Intelligence
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Sources of Business Intelligence
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Sources of Business Intelligence
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Hierarchy of Business Decision Makers
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Research May Not Be Necessary
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Information Value Chain
Characteristics
Decision Data
support systems interpretation
Models
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The Research
Process
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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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Categories of Research
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Types of Studies
Reporting Descriptive
Explanatory Predictive
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Key Terms
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Snapshot: Mercedes Benz/TNS Infratest
Web offers:
Neutrality of moderation
Researcher objectivity
Respondent anonimity
Targeted respondent selection
Picture of a modern brand
Data for critical future decisions
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PicProfile:
Role of Cloud
Computing
“Today, information is
everything. It’s the core
of your business and
you can’t exist without
it.”
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Snapshot: Consultancy Skills Needed
Think Strategically
Advocate Action
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Snapshot: Pattern Thinking at Yum!
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PicProfile: Professional Blogs
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PulsePoint: Research Revelations
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Research Though Stimulators
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Business Research at Minute Maid
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Chapter 1
RESEARCH IN BUSINESS
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Photo Attributions
Slide Source
4 Courtesy of JRP Marketing Research Inc.
7 Courtesy of Greenfield Online, Inc.
10 Courtesy of Tom HC Anderson, Next Gen Market Research
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