Professional Documents
Culture Documents
Chapter 1
Research in Business
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Learning Objectives
Understand . . . what business research is and how it differs from business decision support systems and business intelligence systems trends affecting business research and the emerging hierarchy of business decision makers the distinction between good business research and research that falls short of professional quality the value of learning business research process skills
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Factors
Competition Government Intervention Complex Decisions
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Computer Advances
Data mining Applying mathematical models to extract meaningful knowledge from data in internal databases
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Organizational Mission
Business Goals
Business Strategies
Business Tactics
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Information Sources
Decision Support Systems Numerous elements of data organized for retrieval 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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Demographic
Technological
Cultural/ Social
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Visionaries
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Visionaries
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Visionaries Visionaries
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Research May Be Unnecessary Can information be applied to a critical decision? Does it improve managerial decisionmaking? Are sufficient resources available?
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Data management
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Internal
External
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External Research Suppliers Business Research Firms Communication Agencies Consultants Trade Associations
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Full Service
Specialists
Custom
Methods
Proprietary
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Proprietary Research
Decision Analyst, Inc. uses Internet-based concept testing called Conceptor to examine new product concepts
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Syndicated Services
Nielsen Media Research provides audience data for television programs like Court TV
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Methodology
Process Industry Participant group Geographic Region
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Communication Agencies
Sales Promotion
Advertising
Direct Business
Public Relations
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Trade Associations
NHRA
CASRO
MRA ESOMAR BRA AMA WAOBRP MPA
NAB
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Key Terms
Business intelligence system Business research Control Custom Researcher Data mining Data warehouse Decision support system Extranet Full-service researcher Intranet Management dilemma Omnibus researcher Omnibus Study Proprietary Methodology Return on Investment (ROI) Scientific method Strategy Syndicated data provider Tactics