Learning Objectives

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.

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Data Collectors Face 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. Bill Gates, entrepreneur and founder Microsoft

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PulsePoint: Research Revelations

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The percent of employees who never consider that their bosses, clients, or colleagues think before posting to a blog, discussion forum, or social network.

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Why Study Business Research?

Business research provides information to guide business decisions

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Research Should Help Respond to Change

Enterprises have long recognized the need

to better sense and respond to business change. Whats 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.

Business Performance Management Forum

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Business Research

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
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Research Should Reduce Risk

The primary purpose of research is to reduce the level of risk of a marketing decision

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Whats Changing in Business that Influences Research

New Research Perspectives Computing Power & Speed Battle for Analytical Talent Government Intervention
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Information Overload

Technological Connectivity

Factors

Shifting Global Economics Critical Scrutiny of Business

Computing Power and Speed

Lower-cost Data Collection

Integration of Data

Better Visualization Tools

Factors
Real-time Access Powerful Computation
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Business Planning Drives Business Research

Organizational Mission

Business Goals

Business Strategies

Business Tactics

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Business Decisions and Research

Hagen-Dazs Tactics
Super premium Dozens of flavors Small packages Signature colors on packaging Available in franchise and grocery stores
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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 Focused on events, trends in micro and macro-environments

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Sources of Business Intelligence

Government/ Regulatory
Competitive

Demographic

Economic Business Intelligence

Technological

Cultural/ Social
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Hierarchy of Business Decision Makers

Visionaries Visionaries

Standardized Decision Makers

Intuitive Decision Makers

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Minute Main and Business Research

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P&G has a world-class research department

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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? Are sufficient resources available?

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Information Value Chain

Data collection/ transmission Characteristics

Decision support systems Models

Data management

Data interpretation

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The Research Process

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Characteristics of Good Research

Clearly defined purpose
Detailed research process

Thoroughly planned design High ethical standards

Limitations addressed

Adequate analysis
Unambiguous presentation

Conclusions justified
Credentials
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Categories of Research

Applied

Basic (Pure)

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Types of Studies

Reporting

Descriptive

Explanatory

Predictive

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Key Terms
Applied research Business intelligence system (BIS) Business research Control Decision support system Descriptive studies Explanatory Studies Management dilemma Predictive studies Pure research Reporting studies Return on Investment (ROI) Scientific method Strategy Tactics
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Appendix 1a

How the Research Industry Works

Who Conducts Business Research?

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Some Organizations Use Internal Research Sources

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Some Organizations Use External Research Sources

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Business Research Firms

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Proprietary Research

Decision Analyst, Inc. uses Internetbased concept testing called Conceptor to examine new product concepts

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Syndicated Services

Nielsen Media Research provides audience data for television programs like Court TV

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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 Information Resources Inc.
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Specialty Business Research Firms

Methodology Process Industry

Participant group
Geographic Region
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Communication Agencies
Sales Promotion Advertising

Direct Business

Public Relations
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Consultants and Trade Associations

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Trade Associations
NHRA

CASRO
MRA ESOMAR BRA AMA WAOBRP MPA

NAB
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Many Firms Conduct Research

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Key Terms

Custom Researcher Full-service researcher Specialty researcher Syndicated data provider Omnibus researcher Omnibus study

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Chapter 1 Addendum Research Timeline

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Information Revolution

1964 OCR shows promise

U.S. DOD commissions forerunner of Internet 1968 Word processing first demonstrated

1971 First CATI survey conducted

1973 UPC bar-code scanning introduced

1975 Microsoft is born

1972 Optical laser disk revealed

1979 First VisiCalc ships

1960
1964 IBM introduces model 360 1968 SPSS created 1973 Basic ideas of Internet created 1976 Apple I released 1980 Apple owns 50% of pc market

1980

1971 Intel introduces first microprocessor

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Information Revolution

1987 First Internet survey 1981 IBMPC released

1993 WWW experiences 3,400X growth in service traffic

2001 Online survey software widely available 2002 Web-conferencing Software introduced

2003 Wal-Mart commits To use RFID

1990s OCR used for data entry

1994 Greenfield Online Introduces online focus group

1980
1987 IRI conducts first scanner tracking study 1991 WWW developed 1996 Internet World Exposition held 2009 76.3% in US have Internet access

2010

2002 High-speed chip technology for servers

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