Introduction to Business research 企業研究方法 Introduction to Business research 學生：張育誠 授課教授：任維廉教授

個人介紹 名字：張育誠 就讀系所：運輸與物流管理系所碩一 指導教授：吳昆峰老師 實習經驗：台灣高鐵 興趣：棒球、慢跑

書籍簡介 Pamela Schindler Wittenberg university Department of Business Academic Background M.B.A.   University of Dayton B.B.A.   University of Cincinnati

書籍簡介 Michael L. Raulin Youngstown State University Psychology Department Ph.D., University of Wisconsin

書籍簡介 Lang, Gerhard Heiss, George D

What is business research？ A systematic inquiry that provides information to guide managerial decision. Good business research will help managers choose better strategies and tactics. However there are some management dilemma？ Information overload Technological connectivity Shifting global centers of economic activity and competition Increasingly critical scrutiny of big business More government intervention Battle for analytical talent Greater computing power and speed New perspectives on established research methodologies

Information and Competitive Advantage Goals Decision support Decision support system(DSS) How profitable each customer is to the company and an estimate of that customer lifetime value to the company Business Intelligence Business intelligence system(BIS) Providing the manager with ongoing information about events and trends in various parts. Strategy Defining as the general approach an organization will follow to achieve its goals Tactics The specific, timed activities that execute a strategy.

Hierarchy of Information-Based Decision Makers Every decisions guided by business research. Enterprise wide access to research data and findings. Firms develop proprietary methodologies and are innovative in their combination of methodologies. Top Tier Some decisions based on business research. Limited enterprise wide data and findings. Firms use tried-and-true methodologies excluding others that might be appropriate. Middle Tier Base Tier Most decisions based on past experience or instinct. Decision supported with limited qualitative research.

Clarifying the Research Question Research Design Strategy The Research Process：A Preview Clarifying the Research Question Discover the Management Dilemma Define the management Question Define the Research Question Refine the Research Question Data collection & Preparation Data Analysis & Interpretation Research Proposal Research Reporting Research Design Strategy Data Collection Design Sampling Design Management Decision Instrument Development & Pilot Testing

Is Research Always Problem-Solving Based？ Actually, research could divide into two parts which are pure research and applied research. Basic research has the wide research range and is not in specific instance or relation to specific client product. Applied research study the specific questions, such as the particular effects when the substance use in animals. Coming back to the subject the answer is “Yes”, because all research provide answers to some question

Is Good Research？ Character of Research What a manager should look for in Research Done by Others or include in Self-Directed Research Purpose clearly defined Researcher distinguishes between symptom of organization problem, the manager perception of the problem, and the research problem. Research process detailed Researcher provide complete research proposal Research design thoroughly planned Exploratory procedures are outlined with constructs defined. Sample unit is clearly described along with sampling methodology. Data collection procedures are selected and designed. High ethical standards applied Safeguards are in place to protect study participants, organizations clients and researcher. Recommendations do not exceed the scope of the study. The study methodology and limitations sections reflect researcher restraint and concern for accuracy. Limitations frankly revealed Desired procedure is compared with actual procedure in report. Desired sample is compared with actual sample in the report. Impact on findings and conclusions is detailed. Adequate analysis for decision maker need Sufficiently detailed findings are tied to collection instruments. Finding presented unambiguously Findings are clearly presented in words , table and graph. Findings are logically organized to facilitate reaching a decision about the manager problem. Executive summary of conclusions is outlined. Detailed table of contents is tied to the conclusions and findings presentation. Conclusion justified Decision based conclusions are matched with detailed findings Researcher experience reflected Researcher provides experience/credentials with report.

A Glimpse at Four Research Studies？ Classic Toys Question：A corporation that consider the acquisition of a toy manufacturer. Result：Final report highlights the opportunities and problems that acquisition of the target firm would bring all areas of the business. Medlmage Question：Which is a large group of physicians and a prominent health insurance organization contact you to promote a new cost-containment program. Result：Developing profiles that detail the number of patients, overhead, and potential revenue realized by choosing to join the plan.

A Glimpse at Four Research Studies？ More Coatings Question：A paint manufacturer is having trouble maintaining profits. Result：Familiarizing with the latest in inventory management techniques . York College Question：It is a alumni association which consider to start a retirement community geared toward university alumni. Result：The studied is divided into four parts. Search the potential customer group Analyze the social and economic characteristics of the target group Explain the characteristics of alumni who would be interested in a university-related retirement community. Design questionnaire for the alumni and conduct a survey among a random sample of the eligible alumni population.

What Dilemma Does the Manager Face？ In the More Coatings study, the manager could have faced several issue ： Strike by the teamsters impact inventory delivery to retail and wholesale customer. A fire that destroyed the primary loading dock of the main shipping warehouse in the Midwest. The Types of Research Studies Represented by the four Examples？ Reporting Providing a summation of data , often recasting data to achieve a deeper understanding or to generate statistics for comparison.

Descriptive Explanatory Predictive A descriptive study tries to discover answers to the question who, what, when, where and sometimes how,. Explanatory An explanatory study goes beyond description and attempts to explain the reasons for the phenomenon that the descriptive study only observed. Predictive A prediction study conducted to evaluate specific courses of action or to forecast current and future values.

How the Research industry works？ Appendix 1a How the Research industry works？ Internal Research Suppliers External Research Suppliers Custom Researcher Craft a research design unique to the decision maker dilemma Proprietary Methodology Researchers Firms often brand these methodologies to establish distinction in the minds of prospective clients. Specialty Research Firms Representing the largest number of research firms and tend to dominate the small research firms operated by a single researcher or a very small staff. Methodology、Process、Industry、Participant group、geographic group

Business Researchers Internal Research Department External Research Consumer Goods & Service Producers Business Research firms Communication Agencies Consultants Trade Associations Industrial Goods & Service Producers Full-service Research firms Specialist Research Firm Advertising Agencies Marking Consultant General Business Custom Researchers Methodology Specialists Public Relations Agencies General Business Consultant Business Specialties Media companies Wholesale distributors Research Specialties Proprietary Methodology Researchers Other Specialists Sales Promotion Agencies Retail distributors Syndicated Data providers Direct Marketing Agencies

Syndicated Data Providers Manager would receive the periodic data as well as the interpretation of these data ,if they subscribe to the syndicated data provider. Omnibus Researchers Omnibus study combines one or a few questions from several decision makers who need information from the same population. Communication Agencies Company needs communication agencies which have fully understanding the demographics and lifestyles of their potential customers. Consultants Offer a wide range of services at the strategic and tactical levels and would involve in doing extensive secondary data research for their clients.