Reference

1. Cooper, 2014, Business Research Methods, 12E (C)

2. Saunders, 2016, Research Methods for Business Students, 7E (Snd)
3. Sekaran, 2003, Research Methods for Business, 4E (Skr)

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 Topics

1. Research in Business (C1, Snd1, Skr1-2)

2. Research Process (C2-4, Snd3, Snd6)
3. Research Question/Problem Definition (C5, Snd2, Skr4)
4. Research Design (C6, Snd4-5, Skr5-6)
5. Data Collection Methods (C7-10, Snd8-11, Skr7, Skr10)
6. Variables: Definition, Measurement, Scales (C11-13, Skr8-9)
7. Sampling (C14, Snd7, Skr11)
8. Data Analysis (C15-16, Snd12-13, Skr8)
9. Hypothesis Testing (C17-18)
10. Quantitative/Statistical Methods
11. Report (C19-20, Snd14, Skr13-14)

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 The Research
Process

Stage 1: Clarifying the

Research question
Stage 2: Proposing Research
Stage 3: Designing the
Research
Stage 4: Data Collection &
Preparation
Stage 5: Data Analysis &
Interpretation
Stage 6: Reporting the Results

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 Chapter 1
RESEARCH IN BUSINESS

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives

Understand . . .
• What business research is and how it differs from
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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 nature of the research process.

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Pull Quote

“Forward-thinking executives recognize that

analytics may be the only true source of
sustainable advantage since it empowers
employees at all levels of an organization with
information to help them make smarter
decisions.”
Wayne Eckerson,
director of research, business applications and
architecture group,
TechTarget

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Why Study Business Research?

Business
research provides
information to
guide business
decisions

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Research Should Help Business
Respond to Change

“Enterprises have long recognized the need

to better sense and respond to business change.
What’s different today is that ubiquitous access
to information and real-time communications
have fostered an ‘always on’ business culture
where decision making has become a ‘just-in-time
process.’”
Business Performance Management Forum

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Business Research

• 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

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Research Should Reduce Risk

The primary purpose

of research is to
reduce the level of risk
of a business decision

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What’s Changing in Business
that Influences Research
New Research Information Technological
Perspectives Overload Connectivity

Computing Shifting
Power & Global
Speed Economics
Factors
Battle for Critical
Analytical Scrutiny of
Talent Business
Government
Intervention
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Computing Power and Speed

Lower-cost
Data
Collection
Better
Integration of
Visualization
Data
Tools

Factors

Real-time Powerful
Access Computation

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Researchers Must Keep Current

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Business Planning Drives
Business Research

Organizational Business
Mission Goals

Business Business
Strategies Tactics

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Business Decisions and Research

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

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Information Sources

Decision Support Business

Systems Intelligence Systems
 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

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Sources of Business Intelligence

Government/
Competitive
Regulatory

Demographic Economic
Business
Intelligence

Technological Cultural/
Social

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Sources of Business Intelligence

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Sources of Business Intelligence

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Sources of Business Intelligence

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Sources of Business Intelligence

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Sources of Business Intelligence

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Sources of Business Intelligence

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Hierarchy of Business Decision Makers

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Research May Not Be Necessary

Can It Pass These Tests?

 Can information be applied to a critical
decision?
 Will the information improve
managerial decision making?
 Are sufficient resources available?

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Information Value Chain

Data collection/ Data

transmission management

Characteristics

Decision Data
support systems interpretation

Models

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The Research
Process

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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
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Categories of Research

Applied Basic (Pure)

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Types of Studies

Reporting Descriptive

Explanatory Predictive

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.
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Key Terms

• Applied research • Management dilemma

• Business intelligence • Predictive studies
system (BIS) • Pure research
• Business research • Reporting studies
• Control • Return on Investment
• Decision support (ROI)
system • Scientific method
• Descriptive studies • Strategy
• Explanatory Studies • Tactics
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 Chapter 1
ADDITIONAL DISCUSSION OPPORTUNITIES

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Snapshot: Mercedes Benz/TNS Infratest

Web offers:
Neutrality of moderation
Researcher objectivity
Respondent anonimity
Targeted respondent selection
Picture of a modern brand
Data for critical future decisions

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PicProfile:
Role of Cloud
Computing

“Today, information is
everything. It’s the core
of your business and
you can’t exist without
it.”

NTT uses the private

cloud for seamless and
secure data access
worldwide.

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Snapshot: Consultancy Skills Needed

Think Strategically

Insights- and Action-Specialists

Challenge Decision Makers

Advocate Action

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Snapshot: Pattern Thinking at Yum!

Visit seven best-practice companies

Observation, in depth interviews
Pattern Thinking
Insights led to patterns
Apply thinking to restaurants
Dynasty Drivers for Yum! Brands

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PicProfile: Professional Blogs

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PulsePoint: Research Revelations

The percent of employees who never

34 consider that their bosses, clients, or

colleagues think before posting to a
blog, discussion forum, or social
network.

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Research Though Stimulators

“This is a fantastic time to be entering the

business world, because business is going to
change more in the next 10 years than it has in
the last 50.”
Bill Gates, entrepreneur and founder
Microsoft

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Business Research at Minute Maid

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 Chapter 1
RESEARCH IN BUSINESS

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
 Photo Attributions

Slide Source
4 Courtesy of JRP Marketing Research Inc.
7 Courtesy of Greenfield Online, Inc.
10 Courtesy of Tom HC Anderson, Next Gen Market Research

12 Ingram Publishing /SuperStock

25 Courtesy of TNS Infratest GmbH and Mercedes-Benz
30 Courtesy of TNS Infratest GmbH and Mercedes-Benz
31 Courtesy of NTT Communications
32 ©Andersen Ross/Blend Images LLC
33 Copyright ©FoodCollection
34 Courtesy of Tom HC Anderson, Next Gen Market Research
37 Courtesy of Minute Maid

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 Tugas

 Buat kelompok
 Setiap orang dalam kelompok wajib mendapatkan
satu paper untuk dijadikan bahan rujukan.
 Klasifikasikan setiap paper ke dalam:
 Reporting
 Descriptive
 Explanatory
 Predictive

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