商业研究方法.pptx

MBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYLearning objectives1、what business research is and how it differs from decision support systems&business intelligence systems2、the trend affecting business research and the emerging hierarchy of research-based decision makers3、the value of learning business research process skills4、the different categories of firms and their function in the industry5、the distinction between good BS&research that falls short of professional quality Whatis it?Who uses it?Why to do?How the industry works?what characterizes GOOD researchMBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITY1.DefinitionBUSINESS RESEARCH is a systematic inquiry that provides information to guide decisions.More specifically,it is a process of determing,acquiring,analyzing and synthesizing,and dissemianting relevant data,information,and insights to decision makers in ways that mobilize the organization to take appropriate actions that,in turn,maximize business performanceWhatis it?Who uses it?Why to do?How the industry works?MBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITY2.Differ from DSS&BISDSS(decision support system):numerous elements of data organized for retireval and use in decision making.During the last years,advances in computer technology made it possible to share this collectded transaction data among an organizations decision makers,over an intranet or extranet.BIS(business intellgence system):a system of ongoing information collection about events and trends in the technological,economic,political and legal,demographic,culture,social,and competitive arenas.MBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYHierarchy of information-based decision makersNot all managers have established research as a priority in their process of decision making.Consequently,a hierarchy of research-based decision makers in emerging.The top tier contains those managers who use research as a fundamental step in all decision and who use creative vision to establish proprietary methodologies.The middle tier includes those managers who occasionally trun to research but rely only on the tired-and-true methods.The bottom tier is those managers who by choice or economic circumstance choose to rely on intuition and judgement rather than business research.Whatis it?Who uses it?Why to do?How the industry works?MBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYVisionariesStandardized decision makersIntuitive decision makersMiddle tierTop tierBase tierHierarchy of information-based decision makersEvery decision guided by researchFirms develop proprietary methodologies and are innovative in their combination of methodologiesEnterprisewide access to research data and findingsSome decisions based on business researchFirms use tried-and true methodologies excluding others that might be appropriateLimited enterprisewide date and findingsMost decisions based on past experience or instinctDecisions supported with secondary data searchesMBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYThe purposes of BUSINESS RESEARCH-To identify and define opportunities and problems(management dilemma)-To define,monitor and refine strategies(a strategies(the general approach an organization will follow to achieve its goals)-To define,monitor and refine tactics（those specfic,timed activities that execute a strategy)-To improve our understanding of various fields of managementWhatis it?Who uses it?Why to do?How the industry works?MBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYThe structure of the research industry can described in terms of internal or external suppliers to the firms.Internal reseacher suppliers range from one-person operations,to small-staffed operations that do some survey or qualitative studies,to large-staffed divisions that more closely approximate the structures of external research suppliers.External research suppliers may be further categorized by the depth and scope of services they provide.This group is composed of full-service firms including custom and proprietary methodologey researchs;speciality researchs including methodology specialists,company engaged in subsets of the research process,sydicated data providers,omnibus researchers,and commuciation agencies;consultants,and trade assaciations.Each contribution in its own way to the overail industry and conducts or sponsors research to expand the clients knowledge base.Whatis it?Who uses it?Why to to?How the industry works?MBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYBusinessResearchersInternalResearchDepartmentExternalResearcherSuppliersBusinessResearch firmsCommunicationAgenciesConsultantsTradeAssociationsConsumerGoods&ServiceproducersIndustrialGoods&serviceproducersMediaCompaniesWholesalesDistributorsRetailDistributorsFull-servicesResearch firmSpecialistResearch firmMethodologySpecialistsOtherSpecialistsSyndicatedData providers AdvertisingAgenciesPublic relationsAgenciesSales promotionsAgenciesDirect marketingAgenciesCustomResearchersProprietaryMethodologyResearchersMarketingConsultantGeneralBusiness consultantGeneralBusinessBusinessSpecialtiesResearchSpecialtiesStructure of business researchersMBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYFull-service researcher is a firm with both quantitative and qualitative methodology expertise that conducts all phases of research from planning to insight development,often serving sa both research firm and consultant.Custom researcher crafts a research design unique to the decision makers dilemma.Proprietary methodology is a research program or technique that is owned by a single firm;may be branded.Speciality researcher establishes expertise in one or a few research methodologies;these specialties usually are based on metholology,process,industry,paticipant group or geographic region;often assists other research fims to comlpete project.Syndicated date prodiver tracks the change of one or more measures over time,usually in a given industry.Omnibus researcher fields research studies,often by survey,at regular,predetermined intervals.Omnibus study combines the questions of several decision makers who need information from the same problem.MBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYwhat characterizes GOOD researchCharacteristics of good researchWhat a manager should look for in research done by others or include in self-directed researchPurpose clearly defined-Reseacher distinguishes between symptom of organizations problem,the managers perception of the problem,and the research problemProcess detailed-Researcher provides complete research proposalResearch design thorouthly planned-Exploratory procedures are outlined with constructs defined-Samples unit is clearly described along with sampling methodology-Data collection procedures are selected and designedMBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYCharacteristics of good researchWhat a manager should look for in research done by others or include in self-directed researchwhat characterizes GOOD researchHigh ethical standards applied-Safeguards are in place to protect study participants,organizations,clients,and researchers-Recommendations do not exceed the scope of the study-The studys methodology and limitations sections reflect researchers restraint and concern for accuracyLimitations frankly revealed-Desired prodedure is compared with actual procedure in report-Desired samples is compared with actual sample in the report-Impact on findings conclusions is detailedMBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYCharacteristics of good researchWhat a manager should look for in research done by others or include in self-directed researchwhat characterizes GOOD researchAdequate analysis for decision makers needs-Sufficiently detailed findings are tied to collection instrumentsFindings presented unambiguously-Findings are clearly presented in words,tables,and graphs-Findings are logically organized to facilitate reaching a decision about the managers problem-Executive summary of conclusions is outlined-Detailed table of contents is tied to the conclusions and findings presentationMBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYCharacteristics of good researchWhat a manager should look for in research done by others or include in self-directed researchwhat characterizes GOOD researchConclusions justified-Decision-based conclusions are matched with detailed findingsResearchers experience reflected-Researcher provides experience/credentials with reportMBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYREVIEWWHATWHAT IS ITIS ITWHO WHO USES ITUSES ITWHYWHYNEED ITNEED ITHOWHOWIT WORKSIT WORKSRESEARCH IN BUSINESSA GOOD RESEARCHHierarchy of information-based decesion makersDefinitionDiffers from DSS&BISThe purposes of business researchThe structure of the research industryMBA201-BUSINESS RESEARCH METHODSFAR EASTERNUNIVERSITYTHANKS