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 nature of the research process.
Learning Objectives
Data Collectors Face
Data Collectors Face
Responsibilities
Responsibilities
“
This is a fantastic time to be entering the
business world, because business is going to
change more in the next 10 years than it has in
the last 50.”
PulsePoint:
PulsePoint:
Research Revelations
Research Revelations
34
The percent of employees who never consider that their bosses, clients, or colleagues think before posting to a blog, discussion forum, or socialWhy Study Business Research?
Why Study Business Research?
Business
research provides
information to
Research Should Help
Research Should Help
Respond to Change
Respond to Change
“
Enterprises have long recognized the need
to better sense and respond to business change.
What’s different today is that ubiquitous access
to information and real-time communications
have fostered an ‘always on’ business culture
where decision making has become a ‘just-in-time
process.’”
•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
Business Research
Research Should Reduce
Research Should Reduce
Risk
Risk
Critical Scrutiny of
Business Computing
Power & Speed Computing
Power & Speed
Battle for Analytical
Talent Battle for Analytical
Talent
Factors
Factors
InformationOverload
Shifting Global Economics
Shifting Global Economics
Government Intervention Government
Intervention
Technological Connectivity Technological
Connectivity New
Research Perspectives
New Research Perspectives
What’s Changing in Business
What’s Changing in Business
that Influences Research
Computing Power and Speed
Computing Power and Speed
Real-time Access Real-time
Access
Lower-cost Data Collection
Powerful Computation
Powerful Computation
Better
Visualization Tools
Better
Visualization Tools
Integration of Data
Integration of Data
Business Planning Drives
Business Planning Drives
Business Research
Business Research
Organizational
Mission
Business
Goals
Business
Strategies
Business Decisions and
Business Decisions and
Research
Research
Häagen-Dazs Tactics
– Super premium
– Dozens of flavors
– Small packages
– Signature colors on
packaging
Information Sources
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
Sources of
Sources of
Business Intelligence
Business Intelligence
Business Intelligence Government/
Regulatory
Economic Competitive
Demographic
Hierarchy of Business Decision
Hierarchy of Business Decision
Makers
Makers
Visionaries
Intuitive Decision Makers Standardized
Minute Main and Business
Minute Main and Business
Research
P&G has a world-class research
P&G has a world-class research
department
Research May Not Be Necessary
Research May Not Be Necessary
Can It Pass These Tests?
•
Can information be applied to a critical
decision?
•
Will the information improve managerial
decision making?
Information Value Chain
Information Value Chain
Characteristics
Data collection/ transmission
Data
interpretation
Models Decision
support systems
Data
The Research Process
Characteristics of
Characteristics of
Good Research
Good Research
Clearly defined purpose Clearly defined purpose
Detailed research process Detailed research process
Thoroughly planned design Thoroughly planned design
High ethical standards High ethical standards
Limitations addressed Limitations addressed
Adequate analysis Adequate analysis
Unambiguous presentation Unambiguous presentation
Conclusions justified Conclusions justified
Categories of Research
Categories of Research
Types of Studies
Types of Studies
Reporting
Key Terms
Key Terms
•
Management dilemma
•
Predictive studies
•
Pure research
•
Reporting studies
•
Return on Investment
(ROI)
•
Scientific method
•
Strategy
•
Tactics
•
Applied research
•
Business intelligence
system (BIS)
•
Business research
•
Control
•
Decision support
system
Appendix 1a
Appendix 1a
How the Research
How the Research
Industry Works
Who Conducts Business
Who Conducts Business
Research?
Some Organizations Use
Some Organizations Use
Internal Research Sources
Some Organizations Use
Some Organizations Use
External Research Sources
Business Research Firms
Proprietary Research
Proprietary Research
Decision Analyst,
Inc. uses
Internet-based concept
Syndicated Services
Syndicated Services
Nielsen Media
Research
provides audience
data for television
programs like
Some Syndicated Data Providers
Some Syndicated Data Providers
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
Specialty Business Research
Specialty Business Research
Firms
Firms
Methodology
Process
Industry
Participant group
Communication Agencies
Communication Agencies
Direct Business
Public Relations
Advertising Sales
Consultants and
Consultants and
Trade Associations
Trade Associations
Trade Associations
Many Firms Conduct Research
Key Terms
Key Terms
•
Custom Researcher
•
Full-service researcher
•
Specialty researcher
•
Syndicated data provider
•
Omnibus researcher
Chapter 1
Chapter 1
Addendum
Addendum
Research Timeline
Information Revolution
Information Revolution
1960
U.S. DOD commissions forerunner of
Internet
Word processing first demonstrated
1971
First CATI survey conducted
1972
Optical laser disk revealed
1973
UPC bar-code scanning introduced
1975
Microsoft is born
1979
First VisiCalc
ships
1964
IBM introduces model 360
1968
SPSS created
1971
Intel introduces first microprocessor
1973
Basic ideas of Internet created
1976
Apple I released
1980
Apple owns 50% of pc market
Information Revolution
Information Revolution
1980
OCR used for data entry
1993
WWW experiences 3,400X growth in service traffic
1994
Greenfield Online Introduces online focus group
2001
Online survey software widely
available first scanner tracking study
1991
WWW developed
1996
Internet World Exposition
held
2002
High-speed chip technology
for servers
2009
76.3% in US have Internet access
2003
Wal-Mart commits To use RFID
