Republic of the Philippines

DON HONORIO VENTURA STATE UNIVERSITY

LUBAO, PAMPANGA

COLLEGE OF BUSINESS STUDIES

BACC 701:
BUSINESS RESEARCH 1

Class No: Prepared by:

Name: ISAAC S. RONQUILLO, MBA
Course, Yr. & Sec: INSTRUCTOR I
 COURSE SYLLABUS

1.0 COURSE CODE : BACC 701

2.0 COURSE TITLE : Business Research 1
3.0 NO. OF UNITS : 3
4.0 SCHEDULE : (as seen in the instructor’s program)
5.0 INSTRUCTOR : ISAAC S. RONQUILLO, MBA

6.0 PHILOSOPHY
This course examines the fundamental concepts of Business Research which is
essential in successful entrepreneurial venture. Students learn about the process and
the importance of business research in a business organization.

7.0 AUDIENCE
The course is intended for the students of the college of business studies.

8.0. UNIVERSITY VISION AND MISSION

UNIVERSITY VISION
DHVSU envisions of becoming one of the lead universities in the ASEAN Region in
producing globally competitive professionals who are capable of creating, applying, and
transferring knowledge and technology for the sustainable development of the humanity
and society.

UNIVERSITY MISSION
DHVSU commits itself to provide a conducive environment for the holistic development
of students to become globally competitive professionals through quality instruction and
services; innovation and research towards the sustainable development of society.

9.0 COLLEGE GOAL AND PROGRAM OBJECTIVES

COLLEGE GOAL
To produce marketing experts, entrepreneurs, and economists in the local and global
business arena.

PROGRAM OBJECTIVES

Being one of the most promising College of DHVSU, the College of Business Studies is
committed to achieve the following objectives:
 To develop entrepreneurs who are motivated and knowledgeable in identifying
opportunities, developing and preparing business plans and actually starting and
managing a business.

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Ins. 1.Isaac S. Ronquillo, MBA
  To equip students with the theoretical and analytical skills about the new trends,
strategies and issues in business that will give them the proper orientation and
motivation;
 To make students realize the socio-economic benefits and impact in pursuing the
program and eventually starting their own business, thus actively contributing to
the
development of the country’s economy and achieving competitive advantage in the
global environment.

TEACHING STRATEGIES/METHODOLOGIES/ENRICHMENT ACT

1. Modules
2. Individual and group reporting
3. Online (if applicable) and offline activities
4. Facilitated learning

COURSE REQUIREMENTS
1. Attendance
2. Recitations and Major Examinations
3. Active participation in online and offline class activities
4. Final output

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Ins. 1.Isaac S. Ronquillo, MBA
 MIDTERM: PART A

THE ROLE OF BUSINESS RESEARCH

After studying this chapter, you should be able to:

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 that technology and internationalization are changing business
research

The Nature of Business Research

Business research covers a wide range of phenomena.

For managers, the purpose of research is to provide knowledge regarding the organization, the
market, the economy, or another area of uncertainty.
A financial manager may ask, “Will the environment for long-term financing be better two years
from now?”
A personnel manager may ask, “What kind of training is necessary for
production employees?” or “What is the reason for the company’s high employee turnover?”
A marketing manager may ask, “How can I monitor my retail sales and retail trade activities?”

Each of these questions requires information about how the environment, employees, customers,
or the economy will respond to executives’ decisions. Research is one of the principal tools for
answering these practical questions.

Within an organization, a business researcher may be referred to as a marketing researcher, an

organizational researcher, a director of financial and economic research, or one of many other
titles. Although business researchers are often specialized, the term business research
encompasses all of these functional specialties. While researchers in different functional areas
may investigate different phenomena, they are similar to one another because they share similar
research methods.

Business Research Defined

Business research is the application of the scientific method in searching for the truth about
business phenomena. These activities include defining business opportunities and problems,
generating and evaluating alternative courses of action, and monitoring employee and
organizational performance.
Business research is more than conducting surveys. This process includes idea and theory
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Ins. 1.Isaac S. Ronquillo, MBA
development, problem definition, searching for and collecting information, analyzing data, and
communicating the findings and their implications.

Applied and Basic Business Research

Applied business research - is conducted to address a specific business decision for a specific
firm or organization.

Basic business research - (sometimes referred to as pure research) is conducted without a

specific decision in mind, and it usually does not address the needs of a specific organization. It
attempts to expand the limits of knowledge in general, and as such it is not aimed at solving a
particular pragmatic problem.

The Scientific Method

The scientific method is the way researchers go about using knowledge and evidence to reach
objective conclusions about the real world. The scientific method is the same in social sciences,
such as business, as in physical sciences, such as physics. In this case, it is the way we come to
understand business phenomena.

Managerial Value of Business Research

Product-Oriented Firm
A product-oriented firm prioritizes decision making in a way that emphasizes technical superiority
in the product.

Production-Oriented Firm
Production orientation means that the firm prioritizes efficiency and effectiveness of the production
processes in making decisions.

Marketing-Oriented Firm
Focuses more on how the firm provides value to customers than on the physical product or
production process.

The decision-making process associated with the development and implementation of a business
strategy involves four interrelated stages:
1. Identifying problems or opportunities
2. Diagnosing and assessing problems or opportunities
3. Selecting and implementing a course of action
4. Evaluating the course of action

1. Identifying Problems or Opportunities

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Ins. 1.Isaac S. Ronquillo, MBA
Before any strategy can be developed, an organization must determine where it wants to go and
how it will get there. Business research can help managers plan strategies by determining the
nature of situations or by identifying the existence of problems or opportunities present in the
organization. Business research may be used as a scanning activity to provide information about
what is occurring within an organization or in its environment.

2. Diagnosing and Assessing Problems or Opportunities

After an organization recognizes a problem or identifies a potential opportunity, business research

can help clarify the situation. Managers need to gain insight about the underlying factors causing
the situation.

3. Selecting and Implementing a Course of Action

After the alternative courses of action have been clearly identified, business research is often
conducted to obtain specific information that will aid in evaluating the alternatives and in selecting
the best course of action.
Opportunities may be evaluated through the use of various performance criteria.

4. Evaluating the Course of Action

Evaluation research - is the formal, objective measurement and appraisal of the extent a given
activity, project, or program has achieved its objectives.

Performance-monitoring research - is a specific type of evaluation research that regularly,

perhaps routinely, provides feedback for the evaluation and control of recurring business activity.

When Is Business Research Needed?

The determination of the need for research centers on (1) time constraints, (2) the availability of
data, (3) the nature of the decision to be made, and (4) the value of the research information
in relation to costs.

1. Time Constraints
Systematic research takes time. In many instances, management believes that a decision must be
made immediately, allowing no time for research. Decisions sometimes are made without
adequate information or thorough understanding of the business situation.

2. Availability of Data
Often managers already possess enough data, or information, to make sound decisions without
additional research. When they lack adequate information, however, research must be considered.

3. Nature of the Decision

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Ins. 1.Isaac S. Ronquillo, MBA
The value of business research will depend on the nature of the managerial decision to be made. A
routine tactical decision that does not require a substantial investment may not seem to warrant a
substantial expenditure for research.

4. Benefits versus Costs

Of course, conducting research to obtain these benefits requires an expenditure of money. In any
decision-making situation, managers must identify alternative courses of action and then weigh the
value of each alternative against its cost. Business research can be thought of as an investment
alternative. When deciding whether to make a decision without research or to postpone the
decision in order to conduct research, managers should ask three questions:

1. Will the payoff or rate of return be worth the investment?

2. Will the information gained by business research improve the quality of the managerial decision
enough to warrant the expenditure?
3. Is the proposed research expenditure the best use of the available funds?

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Ins. 1.Isaac S. Ronquillo, MBA