Research

When some one talks about research it comes in mind as:

Laboratory Aprons Chemicals etc

It is not all that but it is more than that

Types of Problem/s Questions/ ..

Solvable Problem Ordinary Researchable Problem Problem/Q

Unsolvable Problem

Non Factual Problem

Which one from the following is a researchable Question? Candidates applied for admission in IoBM during the current year? Girls appeared for admission test in BBA program in IoBM during the current year? Candidates applied from diff provinces in admission? Cause of unrest among the students of Karachi university?

Causes of unrest among the students of Public Sector Universities?

Avoiding/control over natural calamities?

Consider the following Research Problems: 1. How many students are there in MBA Day?

2. How many students are there in IoBM?

3. How many Universities are there in Pak? 4. How to define the term Research? 5. Cause of 90% failure result in Karachi Board? 6. What is the ultimate destiny of a man?

7. Influence over Natural disasters?

Q- 5: qualifies for research question.

We can say that the cause may be:
a. Lack of facilities
b. Mismanagement

c. Communication Gap
d. Lack of Faculty Interest

e. Lack of Teaching Faculty

f. Outdated Curricula in Classes etc

Research is: Systematic and Objective process of generating information for making decisions.
[William G. Zikmund ]

Research is a hard nut to crack. It is not some thing mysterious/puzzling cake either. and even not a piece of

It is not entirely an academic; rather it is an Art as well.

Research

Problem Identification Research

(when we do not know about any issue)

Problem Solving Research

(when we need to find the solution of known issue)

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Research by Type of Marketing Mix Decision

11

The Role of Business Research

Uncontrollable
Controllable Variables

Business Research

Factors
Economy

Product

Pricing

Promotion Distribution etc

Technology Laws & Regulations Social & Culture Political Factors

Business Research Defined

Business research is defined as the systematic and objective process of generating information for aid in making business decisions.

Business Research
Research information is neither intuitive nor haphazardly gathered. Literally, research (re-search) -search again Business research must be objective Detached and impersonal rather than biased It facilitates the managerial decision process for all aspects of a business.

Information Reduces

I dont know if we should offer on-site child care?

Uncertainty

It aint the things we dont know that gets us in trouble. Its the things we know that aint so.
Artemus Ward

"The secret of success is to know something nobody else knows. " Aristotle Onassis

1.4. Why is it important for managers to know about

research?

Solve problems Decision making tool Competition Risk Investment Hire researchers and consultants more effectively

Major points of the definition: Research consists of: - Objective, - Systematic and - Scientific process to Identity the problem or

to solve PROBLEM
- which helps in decision making.

A professor of sociology, while assigning research topics to his students at a university in India, proposed one group to conduct its study exploring the future of 60 students who were studying at a suburban school. These children belonged to struggling segments of society and that school was being run under problems. The students concluded their research with their findings that these kids have no future and they will not be able to bring any change in their lives or their families.

 Twenty years later another professor at the same university while finalizing topics for the students research projects had a look at the previous reports in the library, he came across this report on the school and asked his students to conduct a follow up study to see if the results drawn by the first report were valid. The students carried out the research and managed to locate 56 of those students to learn they were all well placed and managed to bring a change in their lives and were leading a successful life. Do you understand what research is ?

1.3.Types of Business research.

1.Applied research Is to solve a current problem faced by the manager in the work setting,demanding a timely solution. 2.Basic research (fundamental, pure) Is to generate a body of knowledge by trying to comprehend how certain problems that occur in organizations can be solved.
The findings of such research contribute to the building of knowledge in the various functional areas of business.

Business Research Types

Basic research
Applied research

Basic Research Example

Is executive success correlated with high need for achievement? Are members of highly cohesive work groups more satisfied than members of less cohesive work groups? Do consumers experience cognitive dissonance in low-involvement situations?

Applied Research Examples

Should McDonalds add Italian pasta dinners to its menu? Business research told McDonalds it should not? Should Procter & Gamble add a high-priced home teeth bleaching kit to its product line? Research showed Crest Whitestrips would sell well at a retail price of $44

The BasicApplied Continuum

Figure 1.1

Basic and applied research

Source: Authors experience, Easterby-Smith et al., 2002, Hedrick et al., 1993

1.5 Ethics and business research

Ethics in business research refers to a code of conduct or expected societal norm of behavior while conducting research. Ethical conduct applies to the organization and the members that sponsor the research, the researchers who undertake the research, and the respondents who provide them with the necessary data.

Value Should Exceed Estimated Costs

Costs Value
Decreased uncertainty Increased likelihood of a correct decision Improved marketing performance and resulting higher profits Research expenditures Delay of marketing decision and possible disclosure of information to rivals Possible erroneous research results

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Determining When to Conduct Business Research

Time constraints Availability of data Nature of the decision Benefits versus costs

Availability of Data Benefits Time Constraints Nature of the Decision vs. Costs
Is sufficient time available before a managerial decision must be made?
Yes

Determining When to Conduct Business Research

Is the information already on hand inadequate for making the decision?
Yes

Is the decision Yes of considerable strategic or tactical importance?

Does the value of the research Yes information exceed the cost of conducting research?

Conducting Business Research

No

No

No

No

Do Not Conduct Business Research

Value versus Costs

Potential Value of a Business Research Effort Should Exceed Its Estimated Costs

Value Should Exceed Estimated Costs

Costs Value
Decreased certainty Increased likelihood of a correct decision Improved business performance and resulting higher profits Research expenditures Delay of business decision and possible disclosure of information to rivals Possible erroneous research results

Major Topics for Research in Business

General Business Conditions and Corporate Research Financial and Accounting Research Management and Organizational Behavior Research Sales and Marketing Research Information Systems Research Corporate Responsibility Research

Cross-functional Teams
Cross-functional teams are composed of individuals from various organizational departments such as engineering, production, finance, and marketing who share a common purpose.

Business Research in the 21st Century

Increased globalization Growth of the Internet and other information technologies

Global Research
Business Research is increasingly global Market knowledge is essential A.C. Nielsen - more that 67% international business

Global Business Research

General information about country economic conditions and political climate Cultural and consumer factors Market and competitive conditions demand estimation

The Internet Is Transforming Society

Time is collapsing. Distance is no longer an obstacle. Crossing oceans is only a mouse click away. People are connected 24 hours a day, seven days a week. "Instantaneous" has a new meaning.

Internet Research
Seeking facts and figures about an issue Surveys on Web sites

Slide 5-18a Table 5.5

Areas of Ethical Concern in Marketing Research

Area of Concern
Preserving participants anonymity Exposing participants to mental stress

Example

Ethical Standards

Keeping the names of survey This is a basic standard of respondents anonymous, even ethical research/ though the client would like to use them to create a mailing list Arriving late for a scheduled interview; conducting experiments in which subjects are embarrassed at their lack of knowledge about products Asking about the acceptability of various prices in order to plan a price increase When stress is unavoidable, researcher should debrief subjects afterward.

Asking participants questions against their self-interest

Such issues tend to place ethical standards in conflict with technical standards for accurate research.

Using special Using equipment to measure equipment and physiological responses to a techniques product or promotional message

These must be properly maintained to avoid injury.

Slide 5-18b Table 5.5

Areas of Ethical Concern in Marketing Research

Area of Concern
Involving participants in research without their knowledge

Example

Ethical Standards

Using deception

Using coercion Depriving participants of their right to selfdetermination

Secretly observing the behavior of Informed consent is a basic shoppers ethical standard unless minimal risk to subjects is involved and the research could not be practically carried out with consent. Showing subjects sample Incompletely informed consent advertisements without telling is considered ethical only if them that they will have to take there is minimal risk to a recall test afterward subjects and research cannot be practically carried out another way. Harassing by repeatedly Coercion is unethical and requesting telephone interviews tends to bias results. Changing participants in ways Researchers should try to they could not expect, such as a restore participants to their taste test in which they cannot original condition when this identify their preferred brand and occurs. unexpectedly lose confidence in their ability to judge

Source: Adapted from Gilbert A. Churchill, Jr. Basic Marketing Research, 3rd ed. (Fort Worth: The Dryden Press, 1996), pp.67-71. 1992 by the Dryden Press, reprinted by permission of the publisher.