Bài giảng Business Research Methods - Chapter 1: Research in business

Research in businessChapter 11-2Learning ObjectivesUnderstand . . . 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.Pull Quote“Forward-thinking executives recognize that analytics may be the only true source of sustainable advantage since it empowers employees at all levels of an organization with information to help them make smarter decisions.”Wayne Eckerson,director of research, business applications and architecture group,TechTargetWhy Study Business Research?Business research provides information to guide business decisionsResearch Should Help Business Respond to Change“Enterprises have long recognized the needto better sense and respond to business change.What’s different today is that ubiquitous accessto information and real-time communicationshave fostered an ‘always on’ business culturewhere decision making has become a ‘just-in-timeprocess.’”Business Performance Management ForumBusiness 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 performanceResearch Should Reduce RiskThe primary purpose of research is to reduce the level of risk of a business decisionWhat’s Changing in Business that Influences ResearchCritical Scrutiny of BusinessComputing Power & SpeedBattle for Analytical TalentFactorsInformation OverloadShifting Global EconomicsGovernment InterventionTechnological ConnectivityNew Research PerspectivesComputing Power and SpeedReal-time AccessLower-cost Data CollectionPowerful ComputationBetter Visualization ToolsIntegration of DataFactorsResearchers Must Keep CurrentBusiness Planning Drives Business ResearchOrganizational MissionBusinessGoalsBusinessStrategiesBusinessTacticsBusiness Decisions and ResearchHäagen-Dazs TacticsSuper premium Dozens of flavorsSmall packagesSignature colors on packagingAvailable in franchise and grocery stores Decision Support Systems Numerous elements of data organized for retrieval and use in business decision making Stored and retrieved viaIntranetsExtranetsInformation Sources Business Intelligence Systems Ongoing information collection Focused on events, trends in micro and macro-environmentsSources of Business IntelligenceBusiness IntelligenceGovernment/RegulatoryEconomicCompetitiveDemographicTechnologicalCultural/SocialSources of Business IntelligenceSources of Business IntelligenceSources of Business IntelligenceSources of Business IntelligenceSources of Business IntelligenceSources of Business IntelligenceHierarchy of Business Decision MakersCan It Pass These Tests? Can information be applied to a critical decision? Will the information improve managerial decision making? Are sufficient resources available?Research May Not Be NecessaryInformation Value ChainCharacteristicsData collection/ transmissionData interpretationModelsDecisionsupport systemsData managementThe Research ProcessCharacteristics of Good ResearchClearly defined purposeDetailed research processThoroughly planned designHigh ethical standardsLimitations addressedUnambiguous presentationConclusions justifiedCredentialsAdequate analysisCategories of ResearchAppliedBasic (Pure)Types of StudiesReportingExplanatoryPredictiveDescriptiveKey TermsManagement dilemmaPredictive studiesPure researchReporting studiesReturn on Investment (ROI)Scientific methodStrategyTacticsApplied researchBusiness intelligence system (BIS)Business researchControlDecision support systemDescriptive studiesExplanatory StudiesAdditional Discussion opportunitiesChapter 1Snapshot: Mercedes Benz/TNS InfratestWeb offers:Neutrality of moderationResearcher objectivityRespondent anonimityTargeted respondent selectionPicture of a modern brandData for critical future decisionsPicProfile:Role of Cloud Computing“Today, information is everything. It’s the core of your business and you can’t exist withoutit.” NTT uses the private cloud for seamless and secure data access worldwide.Snapshot: Consultancy Skills NeededThink StrategicallyInsights- and Action-SpecialistsChallenge Decision MakersAdvocate ActionSnapshot: Pattern Thinking at Yum!Visit seven best-practice companiesObservation, in depth interviewsPattern ThinkingInsights led to patternsApply thinking to restaurantsDynasty Drivers for Yum! BrandsPicProfile: Professional BlogsPulsePoint: Research Revelations34The percent of employees who never consider that their bosses, clients, or colleagues think before posting to a blog, discussion forum, or social network.Research Though Stimulators“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 MicrosoftBusiness Research at Minute MaidResearch in businessChapter 1Photo AttributionsSlideSource4Courtesy of JRP Marketing Research Inc.7Courtesy of Greenfield Online, Inc.10Courtesy of Tom HC Anderson, Next Gen Market Research12Ingram Publishing /SuperStock25Courtesy of TNS Infratest GmbH and Mercedes-Benz30Courtesy of TNS Infratest GmbH and Mercedes-Benz31Courtesy of NTT Communications32©Andersen Ross/Blend Images LLC33Copyright ©FoodCollection34Courtesy of Tom HC Anderson, Next Gen Market Research37Courtesy of Minute Maid