BUSINESS MARKET RESEARCH ZIKMUND BABIN CARR GRIFFIN BUSINESS MARKET RESEARCH EIGHTH EDITION

LEARNING OUTCOMES After studying this chapter, you should Understand how research contributes to business success Know how to define business research Understand the difference between basic and applied business research Understand how research activities can be used to address business decisions Know when business research should and should not be conducted Appreciate the way technology and internationalization are changing business research © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Business Research Defined Business research is the application of the scientific method in searching for the truth about business phenomena. The process includes: idea and theory development problem definition searching for and collecting information analyzing data communicating the findings and their implications © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Business Research Defined This definition suggests that business research information is: not intuitive or haphazardly gathered accurate and objective relevant to all aspects of the business limited by one’s definition of business Not-for-profit organizations and governmental agencies can use research in much the same was as managers in for-profit organizations. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Applied and Basic Business Research Applied business research conducted to address a specific business decision for a specific firm or organization. Example: Should McDonald’s add Italian pasta dinners to its menu? Which health insurance plan should a business provide for its employees? © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Applied and Basic Business Research Basic business research (also called pure research) conducted without a specific decision in mind that usually does not address the needs of a specific organization. Attempts to expand the limits of knowledge in general. Not aimed at solving a pragmatic problem. Example: Do consumers experience cognitive dissonance in low-involvement situations? Does employee tenure with a company influence productivity? © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

The Scientific Method Scientific Method The way researchers go about using knowledge and evidence to reach objective conclusions about the real world. The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

EXHIBIT 1.1 A Summary of the Scientific Method © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Managerial Value of Business Research There are only a few business orientations: Product-oriented Production-oriented Marketing-oriented © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

EXHIBIT 1.2 Business Orientations © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Managerial Value of Business Research The decision-making process associated with the development and implementation of a business strategy involves four interrelated stages: Identifying problems and opportunities Diagnosing and assessing problems or opportunities Selecting and implementing a course of action Evaluating the course of action © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Evaluating the Course of Actions Evaluation Research The formal, objective measurement and appraisal of the extent a given activity, project, or program has achieved its objectives. Performance Monitoring Research Research that regularly, sometimes routinely, provides feedback for evaluation and control of business activity. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

When is Business Research Needed? The determination of the need for research centers on: Time constraints The availability of data The nature of the decision to be made Benefits versus costs (the value of the research information in relation to costs) Will the payoff or rate of return be worth the investment? Will the information improve the quality of the managerial decision enough to warrant the expenditure? Is the expenditure the best use of the available funds? © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

EXHIBIT 1.3 Determining When to Conduct Business Research © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Business Research in the 21st Century Communication Technologies Always “connected”—time, place, and distance are irrelevant. Decreases in information acquisition, storage, access, and transmission costs. Global Business Research Business research is increasingly global. Must understand the nature of particular markets. Cross-validation Verify that the empirical findings from one culture also exist and behave similarly in another culture. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.