1-1

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 1-2

Learning Objectives
Understand . . .
‡what business research is and how it differs from
business decision support systems and business
intelligence systems
‡trends affecting business research and the
emerging hierarchy of business decision makers
‡the distinction between good business research
and research that falls short of professional quality
‡the value of learning business research
process skills
 1-3

Why Study
Business Research?

Business
research provides
information to
guide business
decisions
 1-4

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
 1-5

Studying Business
Research
New Greater
Growth of
Research Computing
Internet
Perspectives Power

Stakeholder Business as a
Influence discipline
x



Competition Complex
Decisions

Government
Intervention
 1-6

Computer Advances

0


   0


‡ Storing vast amounts ‡ Applying
of data in electronic mathematical models
storehouses to extract meaningful
knowledge from data
in internal databases
 1-7

Business Planning Drives

Business Research

J


   

  


   

 



 1-8

Information Sources

0
    

   
‡ Numerous elements of ‡ Ongoing information
data organized for collection
retrieval and use in ‡ Focused on events,
business decision making trends in micro and
‡ Stored and retrieved via macro-environments
± Intranets
± Extranets
 1-9

Exhibit 1-1 Sources of

Business Intelligence

Government/
Competitive
Regulatory

Demographic Economic
  



Technological Cultural/
Social
 1-10

Business Tactics and

Research
Häagen-Dazs Tactics
± Super premium
± Dozens of flavors
± Small packages
± Signature colors on
packaging
± Available in franchise
and grocery stores
 1-11

Exhibit 1-2 Hierarchy of

Business Decision Makers

D 






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0
 

0
 

 1-12

Exhibit 1-2 Hierarchy of

Business Decision Makers

D 






0
 


0
 

 1-13

Exhibit 1-2 Hierarchy of

Business Decision Makers

D 

D 






0
 


0
 

 1-14

Exhibit 1-3 Minute Main

and Business Research
 1-15

Research May Be
Unnecessary

‡ Can information be applied to a critical

decision?
‡ Does it improve managerial decision-
making?
‡ Are sufficient resources available?
 1-16

Information Value Chain

Data collection/ Data

transmission management

›


 

Decision Data
support systems interpretation

Models
 1-17

Exhibit 1-8 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
 1-18

Exhibit 1-4 Who Conducts

Business Research?


 

 1-19

Eastman Kodak has a world-

class research department
 1-20

Exhibit 1-4
Business Research Suppliers

External Research Suppliers

Business Research Firms

Communication Agencies

Consultants

Trade Associations
 1-21

Business Research Firms

Business Research Firms

Full Service Specialists

Custom Methods

Syndicated
Proprietary
Data

Other
 1-22

Proprietary Research

0

 

     


 

 ›
 
   




 1-23

Syndicated Services

Π  
  

  

 
  
 !
 1-24

Exhibit 1-6 Some

Syndicated Data Providers
‡ AC Nielsen ‡ DoubleClick
‡ Scarborough ‡ Nielsen/NetRatings
‡ Millward Brown ‡ Taylor Nelson Sofres
‡ Nielsen Media Research Intersearch
‡ Roper ASW ‡ J.D. Power Associates
‡ CSA TMO ‡ MediaMark
‡ Yahoo! ‡ Simmon (SMRB)
‡ ORC International ‡ BRMB
‡ Information Resources Inc.
 1-25

Specialty Business
Research Firms

Methodology

Process

Industry

Participant group

Geographic Region
 1-26

Communication Agencies

Sales Advertising
Promotion

Direct Public
Business Relations
 1-27

Consultants and
Trade Associations
‡ Consultants ‡ Trade Associations
± Business ± General business
± General Business ± Business
specialties
± Research
specialties
 1-28

Trade Associations
NHRA
CASRO
MRA
ESOMAR
BRA
AMA
WAOBRP
MPA
NAB
 1-29

Exhibit 1-4 Who Conducts

Research?
 1-30

Key Terms
‡ Business intelligence ‡ Intranet
system ‡ Management dilemma
‡ Business research ‡ Omnibus researcher
‡ Control ‡ Omnibus Study
‡ Custom Researcher ‡ Proprietary Methodology
‡ Data mining ‡ Return on Investment
‡ Data warehouse (ROI)
‡ Decision support ‡ Scientific method
system ‡ Strategy
‡ Extranet ‡ Syndicated data provider
‡ Full-service ‡ Tactics
researcher