Professional Documents
Culture Documents
Chapter 1
Research
in Business
Learning Objectives
Understand what is business research
and how it differs from business decision support
systems and business intelligence systems
Trends affecting business research
the distinction between good business research
and research that falls short of professional quality
The value of learning business research
process skills
1-2
Why Study
Business Research?
Business
research provides
information to
guide business
decisions
1-3
Business Research
Defined
A process of determining, acquiring,
analyzing, synthesizing, and disseminating
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
1-4
Studying Business
Research
New
New
Research
Research
Perspectives
Perspectives
Growth of
Internet
Stakeholder
Stakeholder
Influence
Influence
Greater
Greater
Computing
Computing
Power
Power
Business
Business as
as aa
discipline
discipline
Factors
Factors
Complex
Decisions
Competition
Competition
Government
Government
Intervention
Intervention
1-5
Computer Advances
Data warehousing
Storing vast amounts
of data in electronic
storehouses
Data mining
Applying
mathematical models
to extract meaningful
knowledge from data
in internal databases
1-6
Organizational
Mission
Business
Goals
Business
Strategies
Business
Tactics
1-7
Information Sources
Decision Support
Systems
Numerous elements of
data organized for
retrieval and use in
business decision making
Stored and retrieved via
Business Intelligence
Systems
Ongoing information
collection
Focused on events,
trends in micro and
macro-environments
Intranets
Extranets
1-8
Demographic
Competitive
Economic
Business
Intelligence
Technological
Cultural/
Social
1-9
Research May Be
Unnecessary
Can information be applied to a critical
decision?
Does it improve managerial decisionmaking?
Are sufficient resources available?
1-11
Internal
External
1-13
1-14
Exhibit 1-4
Business Research Suppliers
External Research Suppliers
Business Research Firms
Communication Agencies
Consultants
Trade Associations
1-15
Specialists
Custom
Methods
Proprietary
Syndicated
Data
Other
1-16
AC Nielsen
Scarborough
Millward Brown
Nielsen Media Research
Roper ASW
CSA TMO
Yahoo!
ORC International
DoubleClick
Nielsen/NetRatings
Taylor Nelson Sofres
Intersearch
J.D. Power Associates
MediaMark
Simmon (SMRB)
BRMB
Information Resources Inc.
1-17
Specialty Business
Research Firms
Methodology
Process
Industry
Participant group
Geographic Region
1-18
Communication Agencies
Sales
Promotion
Direct
Business
Advertising
Public
Relations
1-19
Consultants and
Trade Associations
Consultants
Business
General Business
Trade Associations
General business
Business
specialties
Research
specialties
1-20
1-21
1-22