企业管理研究方法（英文版·第11版）唐纳德·库珀-Chap001.pptVIP

* Reporting studies provide a summation of data, often recasting data to achieve a deeper understanding or to generate statistics for comparison. A descriptive study tries to discover answers to the questions who, what, when, where, and, sometimes, how. An explanatory study attempts to explain the reasons for the phenomenon that the descriptive study only observed A predictive study attempts to predict when and in what situations an event will occur. Studies may also be described as applied research or basic research. * * * Exhibit 1a-1 * Exhibit 1a-1, far left part Exhibit 1a-1 illustrates who conducts business research. First, researchers may be internal or external. Internal researchers are “in-house.” * Exhibit 1a-1, External External research suppliers can be further classified into business research firms, communication agencies, consultants, and trade associations. Each of these will be further developed in the following slides. * Exhibit 1a-1, Business Research Firms Business research firms may be full-service or specialty-based. Full-service firms conduct all phases of research from planning to insight development. They may offer custom projects tailored to a client’s needs and/or proprietary work. Proprietary methodologies are programs or techniques that are owned by a single firm. Exhibit 1-5 lists some of the world’s largest business research firms. Specialty firms establish expertise in one or a few research methodologies. They represent the largest number of research firms and tend to dominate the small research firms operated by a single research firm or a very small staff. Syndicated data providers track the change of one or more measures over time, usually in a given industry. Some research firms offer omnibus studies that combine one or a few questions from several business decision makers who need information from the same population. * Many research companies offer proprietary services for different types of research. Conceptor uses a