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8/19/2019 1 the Role of Business Research
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THE ROLE OF BUSINESSRESEARCH
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Business Research Defned
Business research is defned as thesystematic and o!ecti"e #rocess o$%eneratin% in$ormation $or aid in
ma&in% usiness decisions
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Business research is the systematic and objective
identification
collection
analysis dissemination
and use of information
for the purpose of improving decision making related to the
identification and
solution of problems and opportunities in business.
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Business Research Ty#es
Basic research '(ro)em Identifcation
research*
A##)ied research '(ro)em So)"in%
research*
+e))o%%s
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Basic Research
Attem#ts to e,#and the )imits o$&no-)ed%e.
Not direct)y in"o)"ed in the so)ution to a
#ra%matic #ro)em. E,am#)e/
Is e,ecuti"e success corre)ated -ith hi%h
need $or achie"ement0 Does the sa)e o$ coo) drin&s comes do-n0
Does the cric&et #)ayers are doin% %ood0
Does the in1ation is increasin% due to
ud%et0
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A##)ied Research
Conducted -hen a decision must e madeaout a s#ecifc rea)2)i$e #ro)em
E,am#)es/
Shou)d 3cDona)ds add Ita)ian #asta dinners to itsmenu0
Business research to)d 3cDona)d4s it shou)d not0
Shou)d (rocter 5 6am)e add a hi%h2#riced hometeeth )eachin% &it to its #roduct )ine0
Does the current Indian #)ayers are doin% %ood0
Does the in1ation o$ Iran is increasin% due to itsud%et0
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Scientifc 3ethod
The ana)ysis and inter#retation o$em#irica) e"idence '$acts $romoser"ation or e,#erimentation* to
confrm or dis#ro"e #rior conce#tions
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A C)assifcation o$ Research -ith res#ecti"e to 3ar&etin%
Research
(ro)emIdentifcation Research
(ro)em2So)"in%Research
3ar&et (otentia) Research3ar&et Share Research3ar&et CharacteristicsResearchSa)es Ana)ysis ResearchForecastin% ResearchBusiness Trends Research
Se%mentationResearch
(roduct Research
(ricin% Research
(romotion Research
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Determinin% 7hen to Conduct BusinessResearch
Time constraints
A"ai)ai)ity o$ data
Nature o$ the decision
Benefts "ersus costs
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Determinin% 7hen to Conduct BusinessResearch
Is sufficient timeavailable before
a managerial
decision
must be made?
Is the infor-
mation already on hand
inadequate
for making
the decision?
Is the decisionof considerable
strategic
or tactical
importance?
Does the value
of the research information
exceed the cost
of conducting
research?
ConductingBusiness
Research
Do Not Conduct Business Research
Time Constraints
Availability of
Data Nature of the Decision
Benefits
vs. Costs
Yes YesYesYes
No No No No
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Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field or! or "ollecting Data
Step #: Preparing and Anal$%ing Data
Step &: Preparing and Presenting the Report
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Step 2: Developing an Approach to the
Problem
Framin% theoretica) $rame-or&
Ana)ytica) mode)s
Research 8uestions
Hy#othesis Needed In$ormation
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Step 3: Formulating a Research Design
't is blueprint for conducting research Definition of information needed
Secondary data analysis
Qualitative research Methods of collection data (survey, observation and
eperimentation!
Measurement and scaling procedures
Questionnaire design
Sampling process and sample si"e
#lan of data analysis
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Step 4: Doing Field or! or "ollecting Data
(ersona) inter"ie- 'in2home9 chattin% inmai)9 s&y#e:"ier*
Te)e#hone
3ai) 'traditiona) mai) or mai) sur"ey*
Secondary data
Can a)so %et data $rom Research su##)ier
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Research Su##)iers 5Ser"ices 'nternal suppliers ()ternal suppliers
Full*service suppliers
S$ndicated services + e. $ollect and sell common pools ofdata "ustomi%ed services + e. Supplies data suits to client%s need 'nternet services & Speciali"e in conducting research online
,imited*service suppliers
Field services + collects data through mail, personal etc., "oding and data entr$ services -echnical and Anal$tical services & Quantitative methods Focus group + depth intervie' (to!, moderators
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Step #: Preparing and Anal$%ing Data
;erifcation o$ data
Editin%
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Characteristics o$ 6ood Research
C)ear)y defned #ur#oseC)ear)y defned #ur#ose
Detai)ed research#rocess
Detai)ed research#rocess
Thorou%h)y #)anneddesi%n
Thorou%h)y #)anneddesi%n
Hi%h ethica) standardsHi%h ethica) standards
Limitations addressedLimitations addressed
Ade8uate ana)ysisAde8uate ana)ysis
Unami%uous#resentation
Unami%uous#resentation
Conc)usions !ustifedConc)usions !ustifed
Credentia)sCredentia)s
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Research Associations On)ine
AA(OR / American Association $or (u)ic O#inion Research'---.aa#or.or%*
A3A / American 3ar&etin% Association '---.ama.or%*
ARF / The Ad"ertisin% Research Foundation
'---.amic.com:ar$* CASRO / The Counci) o$ American Sur"ey Research
Or%ani
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ESO3AR/ Euro#ean Society $or O#inion and3ar&etin% Research '---.esomar.n)*
3RS/ The 3ar&et Research Society 'U+*
'---.mar&etresearch.or%.u&*
3RSA/ The 3ar&et Research Society o$Austra)ia '---.mrsa.com.au*
(3RS/ The (ro$essiona) 3ar&etin%Research Society 'Canada* '---.#mrs2a#rm.com*
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