Professional Documents
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CARR GRIFFIN
Chapter 1
BUSINESS The Role of
MARKET Business Research
RESEARCH
EIGHTH EDITION
©
© 2010
2010 South/Western/Cengage
South/Western/Cengage Learning.
Learning. All
All rights
rights reserved.
reserved. May
May
not
not be
be scanned,
scanned, copied
copied or
or duplicated,
duplicated, or
or posted
posted to
to aa publicly
publicly
accessible
accessible website,
website, in
in whole
whole or
or in
in part.
part.
LEARNING
LEARNING OUTCOMES
OUTCOMES
After studying this chapter, you should
1. Understand how research contributes to business
success
2. Know how to define business research
3. Understand the difference between basic and applied
business research
4. Understand how research activities can be used to
address business decisions
5. Know when business research should and should not
be conducted
6. Appreciate the way technology and internationalization
are changing business research
© 2010 South-Western/Cengage Learning. All rights reserved. May not be
scanned, copied or duplicated, or posted to a publically accessible
website, in whole or in part. 1–2
Business Research Defined
• Business research is the application of the
scientific method in searching for the truth about
business phenomena.
• The process includes:
idea and theory development
problem definition
searching for and collecting information
analyzing data
communicating the findings and their implications
Example:
Do consumers experience cognitive dissonance in low-
involvement situations?
Does employee tenure with a company influence
productivity?