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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Learning Objectives:

1. Provide an orientation to modern day business
research.
2. Define business research and the people who
use it.
3. Discuss recent business trends and how they
effect business research.
4. Examine research related technologies.
5. Introduce Samouels restaurant case analysis.
Business Research for the 21
st
Century
Chapter 1
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Business Research
. . . seeks to predict and explain all
phenomena that taken together comprise
the ever-changing business environment.
. . . finds answers that (a) improve
business performance, and (b) improve
the lives of customers, employees and
owners.
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Business Research
. . . . is a truth-seeking function that
gathers, analyzes, interprets and
reports information so that business
decision makers become more
effective.
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Key Elements of Business Research
1. Business research is broad.
2. Business research can be formal.
3. Business research can be informal.
4. Good research is replicable.
5. Good research should provide more
benefit than it costs.
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Applied and Basic Business Research
Applied
How will the
acquisition of new
vineyard property
affect profitability of
Martinelli Winery?
Can prospective
employee
psychological
profiles be used to
reduce turnover at
Sacred Heart
Hospital?
Basic
What factors relate
to consumer
perceptions of a
wines overall
quality?
Does job stress
affect the job
performance and
satisfaction of male
and female service
providers?
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Who Uses Business Research?
High Tech Firms
Low Tech Firms
Manufacturing
Service
Not for Profits
Charitable Organizations
Government Organizations
Law makers
Courts
Market Research Organizations-Pakistan
AFTAB ASSOCIATES (PVT) LTD
54660 Lahore, Pakistan
Since 1983 Aftab Associates (Pvt), Ltd (AAL), has been one of the leading
Marketing Research firms of Pakistan.
Over the last 26 years Aftab Associates has conducted innumerable
surveys for almost...

Foresight Research (Pvt.) Ltd.
75400 Karachi, Pakistan
Foresight Research is a full scale research agency. Our main forte is a
diversified, experienced and competitive team. We have on our team:
statisticians, economists, psychologists, information...

Gallup Pakistan
1055 Islamabad, Pakistan
Established in 1980, one of the countrys oldest and largest research
institutions, Gallup Pakistan is a full service research organization having
offices and field network throughout Pakistan.




Oasis Insights (Pvt) Ltd
75350 Karachi, Pakistan
Oasis International is one of the largest and fastest
growing Research organizations in Pakistan with its
offices in 10 major cities of the country manned with
permanent full time staff. Besides...

SB&B Marketing Research
54700 Lahore, Pakistan
SB&B has gained the respect of marketing and advertising
professionals through first-hand, hard-won experience, as
a consultancy that:
- Shows genuine interest & enthusiasm for its clients'
needs
-...
SMAR International (Private) Ltd.
75400 Karachi, Pakistan
SMAR is the pioneer marketing research organization in
Pakistan established in 1966. With the head office in
Karachi, regional office in Multan, Lahore, Rawalpindi
besides field work arrangement in...
International Field & Tab
54770 Lahore, Pakistan
International Field & Tab is an International Procurement,
Coordination, Data Collection and Management network
offering services in regions including Pakistan (South
Asia), Asia Pacific and Middle...

MEMRB Pakistan (Pvt.) Ltd.
44000 Islamabad, Pakistan
MEMRB is a pioneer in the emerging markets paving the
way since early 1960's in the Middle East and since 1991 in
Central/Eastern Europe and Africa. Through its joint
venture with US based Information...

Central Cotton Research Institute, Pakistan
Pakistan Agricultural Research Council (PARC)
Pakistan Travel Guide
Sunrise Green Pakistan-NGO

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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Business Research
Relationship Marketing
International Research
Expanding Market Freedom
Trends
Impacting
Business
Research

Information Revolution
Go On-Line
www.tamtam.com
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Information Revolution and Research
Electronic Communication
Networking
Data Warehouse
Off the shelf data
Organizational Learning
Satellite Technology
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Student Assignment, due in next
Class.
What do these acronyms mean?
PUSH
SMART
ATM
ASP
LATEX
Crypto Rage
PATROL

Go On-Line
www.technology.com

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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
ACRONYM DEFINITION IMPLICATION
1. PUSH
A technology which automatically delivers
customized information to a person via a browser
interface.
Researchers have greater access to
more relevant information in less time.
2. SMART
A technology in which a microprocessor resides
on a personalized card (the size of a
credit card). Information can be exchanged with
computer interfaces by reading the card.
Researchers can track behavior more
closely and accurately enabling
decision makers to better customize
solutions.
3. ATM
(Asynchronous
Transfer Mode)
Allows real-time voice, video and data transfer by
continuously reallocating unused bandwidth.
Improved and faster electronic
communication.
4. ASP
(Application Service
Provider)
Secure, remote hosting of complex database
software that enables more companies
affordable access to sophisticated tracking and
information gathering.
Better access to information for
researchers and decision makers in a
wider variety of firms.
5. LATEX
(Lamport, Tex)
A document transfer and preparation system
which allows the user to focus on the logical
structure of a message rather than the format
codes.
More efficient information processing.
6. Crypto Rage
The anger associated with computer hackers
attempts to breech computer security and/or
infect systems with computer
viruses (not a New Age rock group).
System security should be a high
priority.
7. PATROL
Monitors software usage among all computers
on network.
Usage patterns can be tracked and
product improvements can be made
with increased efficiency.
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
The KDD process involves
the following steps:
Go On-Line
www.dogpile.com

1. Establishing access to relevant data;
2. Selecting the set of events (data) to be analyzed;
3. Cleaning this data so it is understood by the
algorithm;
4. Developing and using rules for selecting interesting
relationships; and
5. Developing a report of relationships that may affect
firm performance.
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
1. Matter matters less.
2. Distance matters less.
3. Time matters more.
4. Customization matters more.
5. People matter more.
How the information age is affecting
researchers and decision makers:
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Business Research

Go On-Line
www.autonomy.com

What is located on this website that is
of value to business researchers?
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Internal Versus External Researchers?
Hire outside
consultant/researchers?
Does the research
require special
expertise?
Can employees be
objective?
Are new insights
desired?
Perform research
in-house?
Do we want to save
time?
Is close employee
collaboration required?
Do we want to save
money?
Will we need to follow
up on the results?
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Research Proposals
A formal written proposal is the result of
interactions between a client and a researcher.
It translates business concerns into research
problems.
An approach to solve the problem(s) is agreed
upon (it involves performing research).
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Structure of Research Proposal
1. Project Title.
2. Background Information specifies events
leading up to request for the proposal to be
prepared and submitted.
3. Problem Statement and Research Objectives.
4. Research Strategy and Methods data to be
collected, how it will be collected and analyzed.
This summarizes steps that will be taken to
achieve the research objectives.
5. Nature of the Final Report to be submitted
specifies type and nature of report.
6. Budget and Schedule.
7. Qualifications of Project Consultants and
Research Firm.
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Summary
1. Provide an orientation to modern day
business research.
2. Define business research and the
people who use it.
3. Discuss recent business trends and
how they affect business research.
4. Examine research related technologies.
Research Proposal for Samouels Greek
Cuisine Restaurant
Statement of Problem
Research Questions
Are employees being managed to maximize their
productivity as well as commitment to the success of the
restaurant?
What are the best approaches to attract new customers and
to keep and grow existing customers?
Research Approach
Two separate but related research projects are
recommended
Employee Assessment Project
Survey
Customer assessment Project
Survey: Samouels & its major competitor, Ginos Italian Restaurant.

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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Employee Assessment Project
ERQ 1. How do employees feel about the work
environment at Samouels?
ERQ 2. How committed are the employees to helping
make the restaurant a success?
ERQ 3. Do different groups of employees have different
feelings about working at Samouels?
Customer Assessment Project
CRQ 1. What is the level of satisfaction of Samouels
customers relative to the customers of its primary
competitor, Gino?
CRQ 2. Do customers rate Ginos more favorably than
they do Samouels?
CRQ 3. What factors contribute to measurement
customer satisfied?

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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Methodology
will be approached randomly & asked four screening
questions:
1. Do they occasionally dine out in restaurant?
2. Samples: Customers Did they just dine in the
restaurant?
3. Is their annual household income $20,000 or more?
4. Have they completed the questionnaire before?
A YES for the first three questions & a NO for the second will
prompt a request to participate in the survey. ($5 for participation)
Measures: The survey will include questions (Slide # 20)
Data Analysis Approach
SPSS will be used simple as well as advanced
statistical techniques
Schedule , Budget and Qualifications
Number of days/weeks to complete

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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Variable Description Variable Type
Work Environment Measures
X
1
I am paid fairly for the work I do. Metric
X
2
I am doing the kind of work I want. Metric
X
3
My supervisor gives credit an praise for work well done. Metric
X
4
There is a lot of cooperation among the members of my work group. Metric
X
5
My job allows me to learn new skills. Metric
X
6
My supervisor recognizes my potential. Metric
X
7
My work gives me a sense of accomplishment. Metric
X
8
My immediate work group functions as a team. Metric
X
9
My pay reflects the effort I put into doing my work. Metric
X
10
My supervisor is friendly and helpful. Metric
X
11
The members of my work group have the skills and/or training
to do their job well. Metric
X
12
The benefits I receive are reasonable. Metric
Relationship Measures
X
13
Loyalty I have a sense of loyalty to Samouels restaurant. Metric
X
14
Effort I am willing to put in a great deal of effort beyond that
expected to help Samouels restaurant to be successful. Metric
X
15
Proud I am proud to tell others that I work for Samouels
restaurant. Metric
Classification Variables
X
16
Intention to Search Metric
X
17
Length of Time an Employee Nonmetric
X
18
Work Type = Part-Time vs. Full-Time Nonmetric
X
19
Gender Nonmetric
X
20
Age Nonmetric
X
21
Performance Metric

Description of Employee Survey Variables
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Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.
Variable Description Variable Type
Restaurant Perceptions
X
1
Excellent Food Quality Metric
X
2
Attractive Interior Metric
X
3
Generous Portions Metric
X
4
Excellent Food Taste Metric
X
5
Good Value for the Money Metric
X
6
Friendly Employees Metric
X
7
Appears Clean & Neat Metric
X
8
Fun Place to Go Metric
X
9
Wide Variety of menu Items Metric
X
10
Reasonable Prices Metric
X
11
Courteous Employees Metric
X
12
Competent Employees Metric
Selection Factor Rankings
X
13
Food Quality Nonmetric
X
14
Atmosphere Nonmetric
X
15
Prices Nonmetric
X
16
Employees Nonmetric
Relationship Variables
X
17
Satisfaction Metric
X
18
Likely to Return in Future Metric
X
19
Recommend to Friend Metric
X
20
Frequency of Patronage Nonmetric
X
21
Length of Time a Customer Nonmetric
Classification Variables
X
22
Gender Nonmetric
X
23
Age Nonmetric
X
24
Income Nonmetric
X
25
Competitor Nonmetric

Description of Customer Survey Variables