1. Introduction to 1. Introduction to
Business ResearchBusiness Research
Faculty of EconomicFaculty of EconomicGunadarmaGunadarma UniversityUniversityBy Rowland By Rowland PasaribuPasaribu
Why Study Business Research?Why Study Business Research?
Business research provides information to guide business decisions.
Good research is like a parachute.Good research is like a parachute.
Research Should Help Research Should Help
Respond to ChangeRespond to Change
Enterprises have long recognized the need to better sense and respond to business change.business change.
What’s different today to access information and real-time communications have fostered an ‘always on’ business culture where decision making has become a ‘just-in-time process.
Business Performance Management Forum
Research as a Scientific MethodResearch as a Scientific Method
� Investigasi yg sistematis, terkontrol, empiris, & kritis terhadap suatu fenomena (sosial, ekonomi, bisnis) yg berkembang di dunia nyata. Investigasi yg dilakukan dg metode ilmiah.� Investigasi yg dilakukan dg metode ilmiah.
� Ciri-ciri metode ilmiah:
• Kritis & Analitis• Logis• Obyektif
• Konseptual &Teoretis• Empiris• Sistematis
A process of determining, acquiring,
analyzing, synthesizing, and disseminating
relevant business data, information, and
Business Research DefinedBusiness Research Defined
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 Planning Drives Business Planning Drives
Business ResearchBusiness Research
Organiza-tional
Mission
Business GoalsMission Goals
Business Strategies
Business Tactics
Business Decisions and ResearchBusiness Decisions and Research
Example:Häagen-Dazs Tactics� Super premium � Super premium � Dozens of flavors� Small packages� Signature colors on packaging� Available in franchise and grocery stores
Research based on the PurposeResearch based on the Purpose
Basic Research� Attempt to expand the limits of knowledge� Not directly involved in the solution to a
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Not directly involved in the solution to a practical problem.
Applied Research� Conducted when a decision must be made
about a specific real-life problem.
Types of Research Types of Research based on the Approaches takenbased on the Approaches taken
QuantitativeQuantitativeResearchResearch
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ResearchResearch
Qualitative Research
Quantitative ResearchQuantitative Research
� By the numbers
� Analysis of data using statistical tools
Types of Research based on the Approaches Taken
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� Analysis of data using statistical tools
� Data is based on samples & populations
� Subject/object of research is relatively
large (called respondent)
Qualitative ResearchQualitative Research
� By the words, numbers are not primary focus
� Analysis and interpretation based on theories� Analysis and interpretation based on theories
� Case based
� Subject/object of research is relatively small
(called informant)
4 Types of Research (Study)4 Types of Research (Study)
Reporting Descriptive
Explanatory/ Explorative
Predictive/ Causality
Business Research
Business Intelligence
� Doing business decisions based on
business research
� Data analysis is a must!
� ICT (Information and Communication
Technology) is a driver to enhance
enterprise productivity.
Business Intelligence (BI)
� BI is a set of methodologies, processes, architectures, and technologies that transform raw data into meaningful and useful information.
� BI can handle large amounts of information to � BI can handle large amounts of information to help identify and develop new opportunities.
� Making use of new opportunities and implementing an effective strategy can provide a competitive market advantage and long-term stability.
Sources of Business Intelligence
Business
Government/Regulatory
Competitive
BusinessIntelligence
TechnologicalCultural &
Social
Demographic Economic
Who Conducts Business ResearchWho Conducts Business Research
BusinessResearchers
Internal Research External ResearchInternal ResearchDepartment
External ResearchSuppliers
BusinessResearch Firms(MARS, Frontier,
AC Nielsen)
CommunicationAgencies(MATARI)
Consultants(MARK Plus,
Enciety)
TradeAssociations
(ASITA, APRINDO, LP3I)
Syndicated Data ProvidersSyndicated Data Providers
Company Syndicated Service
What it Measure
ACNielsenwww. Acnielsen.com
Scantrack
Homescan
Provides sales tracking across grocery, drug, and mass merchandisersProvides consumer panel service for tracking retail purchases and motivationsmotivations
J.D.Power Associateswww.jdpower.com
PowerReport, PowerGram, etc
Publishes in-depth analytical reports on automotive, travel health and other industries
Information Resourceswww.infores.com
BehaviorScan Collects store tracking data used with consumer panel data to track advertising influence in consumer packed goods
A Good Research for BusinessA Good Research for Business
Riset Binis yang baik dan benar adalah
yang mengikuti standar-standar atau yang mengikuti standar-standar atau
kaidah-kaidah metode ilmiah (scientific
method).
Jaminan riset bisnis dilakukan dg benar, jika:� Tujuan penelitian didefinisikan jelas� Proses penelitian rinci� Disain penelitian direncanakan menyeluruh
A Good Research for BusinessA Good Research for Business
� Disain penelitian direncanakan menyeluruh� Menerapkan standar etika yang tinggi� Kecocokan antara yg direncanakan dg aktual� Analisis tepat sesuai kebutuhan pembuat
keputusan� Hasil temuan tidak membingungkan� Kesimpulan cocok dengan temuan
Exploration Exploration
Research Design Strategy(type, purpose, time frame, scope, environment)
Clarifying the Research QuestionDiscover the Management Dilemma
Define the Research Questions Refine the Research Questions
ResearchProposal
Data Collection Design
SamplingDesign
T
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A
P
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Data Collection & Preparation
Management Decision
Data Analysis and Interpretation
Research Reporting
Instrument DevelopmentAnd Pilot Testing
P
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L
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I
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Business Research StagesBusiness Research Stages
Step 1: Establishing the need for research
Step 2: Defining research problem
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Step 2: Defining research problem
� the most important & difficult step in research
Step 3: Establishing research objectives
Business Research StagesBusiness Research Stages
Step 4: Determining research design� exploratory, descriptive, or causal research
Step 5: Identifying information types & sources
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Step 5: Identifying information types & sources� primary and secondary data
Step 6: Determining methods of collecting data� survey, observation, interview, secondary
data analysis, etc
Business Research StagesBusiness Research Stages
Step 7 : Designing data collection forms
� developing questionnaire, interview guide-list
Step 8 : Determining sample plan and size
Step 9 : Collecting data
���� field research or secondary research