Chapter

Research in 1 Business

1-1

Business Research Defined

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

1-2

Studying Business Research

New Research Perspectives Stakeholder Influence Growth of Internet Greater Computing Power Business as a discipline

Factors
Competition Government Intervention Complex Decisions

1-3

Business Planning Drives Business Research

Organizational Mission

Business Goals

Business Strategies

Business Tactics

1-4

Sources of Business Intelligence

Government/ Regulatory

Competitive

Demographic

Economic Business Intelligence

Technological

Cultural/ Social
1-5

Hierarchy of Business Decision Makers

Visionaries Visionaries

Standardized Decision Makers

Intuitive Decision Makers

1-6

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
1-7

Who Conducts Business Research?

Internal

External

1-8

1-9

Business Research Suppliers

External Research Suppliers

Business Research Firms

Communication Agencies

Consultants

Trade Associations

1-10

Business Research Firms

Business Research Firms
Full Service Specialists

Custom

Methods

Proprietary

Syndicated Data

Other

Specialty Business Research Firms Methodology

Process Industry Participant group Geographic Region
1-11

Proprietary Research
Decision Analyst, Inc. uses Internet-based concept testing called Conceptor to examine new product concepts
1-12

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

1-13

Communication Agencies
Sales Promotion

Advertising

Direct Business

Public Relations
1-14

Trade Associations
NHRA

CASRO
MRA ESOMAR BRA AMA WAOBRP MPA

NAB
1-15