Weitere ähnliche Inhalte
Ähnlich wie Chapter 1.pptx (20)
Kürzlich hochgeladen (20)
Chapter 1.pptx
- 2. 1
Business
Research
For
The
21
st
Century
Learning Outcomes
1. Provide an introduction 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
5. Introduce the continuing case used throughout the
text
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
2
- 3. 1
Business
Research
For
The
21
st
Century
Business Research
Seeks to predict and explain phenomena that taken
together comprise the ever-changing business
environment
Finds answers that (a) enhance business performance,
and (b) improve the lives of customers, employees,
owners and other stakeholders
Is a truth-seeking function that gathers, analyzes,
interprets and reports information so that business
decision makers become more effective
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
3
- 4. 1
Business
Research
For
The
21
st
Century
Key Elements of Business Research
Business research is broad – studying a wide range of
phenomena
Business research can be formal
Business research can be informal
Good research is replicable
Good research should provide more benefit than it
costs
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
4
- 5. 1
Business
Research
For
The
21
st
Century
Applied and Basic Business Research
Applied business research – is motivated by an attempt
to solve a particular problem faced by a particular
organization
Basic business research – is motivated by a desire to
better understand some business related phenomena
as it applies to an entire industry or business in general
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
5
- 6. 1
Business
Research
For
The
21
st
Century
Applied and Basic Business Research (continued)
Applied
Coca-Cola asks, why is Pepsi
gaining market share in
Paris?
Can prospective employee
psychological profiles reduce
turnover at McDonald’s?
Basic
Why are people drinking more
bottled water and less cola?
What psychological factors
predict reduced turnover in
service occupations?
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
6
- 7. 1
Business
Research
For
The
21
st
Century
Applied and Basic Business Research (continued)
Applied
How will stocking wines from
a new French vineyard in
Languedoc-Roussillon affect
the profitability of
Albertsons supermarkets?
How would imposing
reduced working hours
rather than downsizing affect
employee morale at Ford
Motor company?
Basic
What factors relate to
consumer satisfaction with and
loyalty to a supermarket?
Are staff reductions or
furloughs more likely to affect
employee morale?
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
7
- 8. 1
Business
Research
For
The
21
st
Century
Who Uses Business Research?
Large and Small Businesses
High Tech Firms
Low Tech Firms
Manufacturing
Service
Not for Profits
Charitable Organizations
Government Organizations
Law makers
Courts
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
8
- 9. 1
Business
Research
For
The
21
st
Century Business Research Applications for a Start-Up
Venture in Online Grocery Sales
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
9
Decision Involved
What type of capital
resources should be
used?
What markets
should we serve?
What product
assortments should
be emphasized?
What type of
personnel should
operations involve?
How should
customers be
attracted?
Research Topic
Identify the financial & risk
implications of the various
options
Identify the potential
profitability of potential
markets
Identify the shopping value
associated with product
acquisition of various types
What is the impact of
outsourcing on perceived
service quality?
What is the potential
response rate from the
different options for
inducing trial?
Implications
Online grocers are highly capital intensive.
The result is cash starvation during the
early months of operation.
Online grocers must identify markets with
high volume potential relative to a small
service area.
Online grocers must determine the
products for which customers believe
physical product interaction is a value-
added process.
Online grocers may find it more cost
effective to outsource certain operational
components including product delivery.
Customer acquisition costs are extremely
high for online retailers. Therefore,
successful online grocers will need to be
efficient in attracting customers.
- 11. 1
Business
Research
For
The
21
st
Century
Research Could Prevent Errors Like These
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
11
Description of situation
English name of a U.S. product
and its German interpretation
English name of a U.S. product
and its Spanish interpretation
Japanese interpretation of English
name
German interpretation of product
term
Japanese interpreter’s translation
from Japanese into English to be
sold in China
Japanese interpreter’s translation
from Japanese into English to be
sold in China
Intended meaning
(product name/slogan)
Clairol Mist Stick
Matador (AMC auto)
Guess Jeans
Credit Card
Anti-freeze
Ready to Eat Pancakes
Interpreted meaning
Piece of Manure
Killer Auto
Vulgar / Low-Class /
Ugly Jeans
Guilt Card
Hot Pee Spray
Strawberry Crap
Dessert
- 12. 1
Business
Research
For
The
21
st
Century
Relationship Marketing
A marketing approach – the focus is on long-term
interactions (loyalty) of businesses and their
stakeholders.
Customer share is proportion of resources a customer spends
with one firm in a particular set of firms
Customer churn is the annual turnover rate of customers.
Customer commitment is the degree to which customers
identify with the values of a firm.
Psychological ownership: perception by customers that they
are owners of a company.
Researchers nowextend concept of ‘loyalty’ to
employees and shareholders.
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
12
- 13. 1
Business
Research
For
The
21
st
Century
Relationship Marketing (continued)
In personalized marketing, offers are as much as
possible suited to individual preferences of (potential)
customers
e.g. online adds that are targeted at you specifically because of
your ‘search history’
This is increasingly an option for companies because of
the rise of people’s online activities (among which shopping),
the big data generated by these activities and
the ever ‘smarter’ algorithms to predict what you might buy
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
13
- 14. 1
Business
Research
For
The
21
st
Century
Information Revolution and Research
Electronic Communications
Networking
Data Warehouses
“Off the shelf” data
Geographic Information Systems
Organizational Learning
Data mining
Algorithms
Knowledge Discovery in Databases (KDD)
Satellite Technology
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
14
- 15. 1
Business
Research
For
The
21
st
Century
The KDD process involves the following steps
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
5. Developing a report of relationships that may affect
firm performance
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
15
- 16. 1
Business
Research
For
The
21
st
Century How the information age is affecting
researchers and decision makers
Matter matters less
Distance matters less
Time matters more
Customization matters more
People matter more
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
16
- 17. 1
Business
Research
For
The
21
st
Century
Internal Versus External Researchers?
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?
Hire outside consultants and
researchers?
Does the research require
special expertise?
Can employees be objective?
Are new insights desired?
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
17
- 19. 1
Business
Research
For
The
21
st
Century Description of Customer Survey Variables
Samouel’s versus Gino’s
Restaurant Perceptions
X1 Excellent Food Quality
X2 Attractive Interior
X3 Generous Portions
X4 Excellent Food Taste
X5 Good Value for the Money
X6 Friendly Employees
X7 Appears Clean & Neat
X8 Fun Place to Go
X9 Wide Variety of Menu Items
X10 Reasonable Prices
X11 Courteous Employees
X12 Competent Employees
Selection Factor Rankings
X13 Food Quality
X14 Atmosphere
X15 Prices
X16 Employees
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Non-metric
Non-metric
Non-metric
Non-metric
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
19
Variable Description Variable Type
- 20. 1
Business
Research
For
The
21
st
Century Description of Customer Survey Variables
Samouel’s versus Gino’s
Relationship & Classification Variables
X17 Satisfaction
X18 Likely to Return in Future
X19 Recommend to Friend
X20 Frequency of Eating at ?
X21 Who Saw Ad
X22 Which Ad Viewed
X23 Ad Rating
X24 Length of Time a Customer
X25 Gender
X26 Age
X27 Income
X28 Competitor
Metric
Metric
Metric
Non-metric
Non-metric
Non-metric
Metric
Metric
Non-metric
Metric
Metric
Non-metric
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
20
Variable Description Variable Type
- 21. 1
Business
Research
For
The
21
st
Century Description of Employee Survey Variables
Samouel’s
Work Environment Measures
X1 I am paid fairly for the work I do
X2 I am doing the kind of work I want
X3 My supervisor gives credit and praise for work
well done
X4 There is a lot of cooperation among the members
of my work group
X5 My job allows me to learn new skills
X6 My supervisor recognizes my potential
X7 My work gives me a sense of accomplishment
X8 My immediate work group functions as a team
X9 My pay reflects the effort I put into doing my work
X10 My supervisor is friendly and helpful
X11 The members of my work group have the skills
and/or training to do their job well
X12 The benefits I receive are reasonable
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Metric
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
21
Variable Description Variable Type
- 22. 1
Business
Research
For
The
21
st
Century Description of Employee Survey Variables
Samouel’s
Relationship Measures
X13 Loyalty – I have a sense of loyalty to
Samouel’s restaurant
X14 Effort – I am willing to put in a great deal
of effort beyond that expected to help
Samouel’s restaurant to be successful
X15 Proud – I am proud to tell others that I
work for Samouel’s restaurant
Classification Variables
X16 Intention to Search
X17 Length of Time an Employee
X18 Work Type = Part-Time vs. Full-Time
X19 Gender
X20 Age
X21 Performance
Metric
Metric
Metric
Non-metric
Metric
Non-metric
Non-metric
Metric
Metric
Essentials
of
Business
Research
Methods,
4
th
ed.
©
Routledge
2020
–
Hair,
Page,
&
Brunsveld
22
Variable Description Variable Type
