营销调研经典讲义 精美打印版.ppt

Chapter OneRESEARCH IN BUSINESS What is Business Research? A systematic Inquiry whose objective is to provide information to solve managerial problems. Why Study Research? Research provides you with the knowledge and skills needed for the fast-paced decision-making environment Why Managers need Better Information Global and domestic competition is more vigorous Organizations are increasingly practicing data mining and data warehousing The Value of Acquiring Research Skills To gather more information before selecting a course of action To do a high-level research study To understand research design To evaluate and resolve a current management dilemma To establish a career as a research specialist Types of Studies Used to do Research Reporting Descriptive Explanatory Predictive Different Styles of Research Applied Research Pure Research/Basic Research What is Good Research? Following the standards of the scientific method Purpose clearly defined Research process detailed Research design thoroughly planned Limitations frankly revealed High ethical standards applied What is Good Research? (cont.) Following the standards of the scientific method (cont.) Adequate analysis for decision-maker’s needs Findings presented unambiguously Conclusions justified Researcher’s experience reflected The Manager-Researcher Relationship Manager’s obligations Specify problems Provide adequate background information Access to company information gatekeepers Researcher’s obligations Develop a creative research design Provide answers to important business questions Manager-Researcher Conflicts Management’s limited exposure to research Manager sees researcher as threat to personal status Researcher has to consider corporate culture and political situations Researcher’s isolation from managers When Research Should be Avoided When information cannot be applied to a critical managerial decision When managerial decision involves little risk When management has insufficient resources to