Research in the Business Environment

8/16/2019 Research in the Business Environment

1/21

Applied

Research

Its Role in theBusiness

Environment


2/21

Give me wisdom and knowledge, that I mayGive me wisdom and knowledge, that I maylead this people, for who is able to govern thislead this people, for who is able to govern this

great people of yours?great people of yours?! "hronicles #$#%! "hronicles #$#%


3/21

&b'ectives

( )o understand the importance of business research as amanagement decision*making tool+

( )o define business research+( )o understand the difference between basic and applied

research+( )o understand the managerial value of business researchand the role it plays in the development andimplementation of strategy+

( )o define total quality management and show itsrelationship to business research+

( )o understand when business research is needed andwhen it should not be conducted+

( )o identify various topics for business research+( )o eplain that business research is a global activity+


4/21

-hy .tudy Research?

( Research providesyou with the

knowledge and skills

needed for the fast*

paced decision*

making environment / 0ata leads to1

/ Information leads

to1

/ 2nowledge

( 2nowledge is power3


5/21

-ho do you relate to the

most

1. Brad Pitt (married to Angelina Jolie #13)

2. Coolio (rapper)

3. Tiger Woods (golf pro)

4. Mi!ael Jordon ("$%as&et%all pro)

'. C!ristop!er eees (ator* disa%ilities adoate)

+. ,eorge W. B-s! (President)

. /en0el Was!ington (Aadem Aard inner)

. pra! (tal& s!o !ost* %-siness oman)5. 6ane Armstrong ($time To-r de 7rane inner)

18. Tom Cr-ise (ator)

11. Britne 9pears (singer)

12. osie :/onnell (atress)

13. ;oard 9!-lt0 (C!airman of 9tar%-&s)

14. Arnold 9!ar0enegger (goernor* former ator)

1'. 9tep!en ;a&ins (sientist)

1 2 3

4 ' +

5

18 11 12

13 14 1'


6/21

"ompany Eample

( #45%s market wasshrinking

( "onfident w6corecustomer

but concerned aboutfuture sales

( 7eeded to find theuniversal thread of appealfor its product

( -anted to reach othermarkets

( Embarked on a series of

focus groups

( "urrent owners

( 8rospective owners

( "ompetitors9 customers

( .urveyed #:,%%% current

owners

( 0id a psychological

inventory


7/21

"ompany Eample

( Attributes that attractedpeople to their product$( Independence

( ;reedom

( 8ower ( %,%%% in #45=

( .till has a waiting list

Stock Chart1987-2002

Who arethey?


8/21

)hey are1

(


9/21

?T!e great

i!ard 9a-l W-rman


10/21

;emale Attractiveness

( 2ey to

attractive

females?

( ow waist*to*hip ratio

.ingh, 0+ #44>, CAdaptive .ignificance of ;emale 8hysical Attractiveness$ Role of -aist*to**>%


11/21

Fale Attractiveness

( 2ey to attractive

men?

( ;acial symmetry

( Body symmetry

( Body odor

Rikowski A+, Grammer 2+ #444$


12/21

Business Research )ypes

( Basi resear!

/ Applied resear!

( B-siness esear!

/ 6et:s ta&e a loo& at

Basi and Applied

esear!?.

6 e a d

s

t o?


13/21


14/21

Basic Research Epands

2nowledge$ Eample

( -hat are the characteristics of successful people?( .uccessful people share many characteristics+ )hey are

constantly learning how to do their 'obs better and take

responsibility for their own training in order to do so+ )heyempower themselves, are self*motivated, and take controlof their lives, rather than waiting for someone else to leadthem down the path to success+ +H

( .ource$ John Tschohl, The Qualities of Successful People, Managing ServiceQuality, Volume 9 Number !999 pp" #$%$&

( -hat are the characteristics of effective sales people?( motivation customer orientation team orientation and

sales support orientation+( .ource$ A+)+ Barker, .alespeople characteristics, sales managersJ activities and

territory design as antecedents of sales organiKation performance, Farketing

Intelligence @ 8lanning, !%%#


15/21

>T!e seret of

s-ess is to&no somet!ing

no%od else

&nos. >

Aristotlenassis


16/21

Applied Research

( Cond-ted !en a

deision m-st %e

made a%o-t a

speifi real$lifepro%lem

( Applied resear!

ela%oration and

appliation of t!e&non


17/21

-hy Business

Research in the

!#st "entury?

( Increased

globaliKation

( Growth of the

Internet and other

information

technologies( "hange, change,

and more change3


18/21

Global Research

( Business Research is

increasingly global

( Farket knowledge is

essential

( A+"+ 7ielsen * more than

:L of large businesses

involved in international

business


19/21

Global Business Research

( 5%L of all international investments come from developed

countries the triad or golden triangle

7orth America

Europe Asia 8acific

)riad

or

Golden )riangle


20/21

)he Internet

Is )ransforming .ociety

( )ime is collapsing+)ime is collapsing+

( 0istance is no longer an obstacle+0istance is no longer an obstacle+

( "rossing oceans is only a mouse click away+"rossing oceans is only a mouse click away+

( 8eople are connected ! hours a day, seven8eople are connected ! hours a day, sevendays a week+days a week+

( CInstantaneousC has a new meaning+CInstantaneousC has a new meaning+


21/21

)he 0elivery ofInformation

( %

/ := mph

( ;irst cars$ #4#%9s

/ >% mph

( Det aircraft$ #4:%9s

/ %% mph

( Internet$ 7ow

/ Instantaneous

Documents

Research in the Business Environment