Professional Documents
Culture Documents
1 The Role of Business Research
1 The Role of Business Research
RESEARCH
identification
collection
analysis
dissemination
and use of information
Kelloggs
Solving
Basic Research
Applied Research
Scientific Method
Research
Problem
Identification Research
Market Potential Research
Market Share Research
Market Characteristics
Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Problem-Solving
Research
Segmentation
Research
Product Research
Pricing Research
Promotion Research
Time constraints
Availability of data
Nature of the decision
Benefits versus costs
Availability of
Benefits
Data Nature of the Decision vs. Costs
Time Constraints
Is sufficient time
available before
a managerial
decision
must be made?
No
Yes
No
Yes
Is the decision
Yes
of considerable
strategic
or tactical
importance?
No
No
Conducting
Business
Research
Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report
Internal suppliers
External suppliers
Full-service suppliers
Limited-service suppliers
Verification of data
Editing