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Salman Ahmed Rabbani Springs, 2012 Tuesdays; 6:30 9:30 pm

Advance Research Methods

When you are willing to make sacrifices for a great cause, you will never be alone.

Todays Agenda
When I started out in business, I spent a great deal of time researching every detail that might be pertinent to the deal and business I was interested in making and doing. I still do the same today. People often comment on how quickly I operate, but the reason I can move quickly is that Ive done the background work first, which no one usually sees. I prepare myself thoroughly, and then when it is time to move ahead, I am ready to sprint


Course Details

Learning Outcomes
Course Outline

Teaching Philosophy
Topic One: Introduction to Research in Business

Donald Trump

Introduction - Instructor
Salman A Rabbani Pharmacy Graduate from University of Karachi in 1984 MBA in Marketing and Marketing Research from Berkeley, CA, USA in 1987 24 years of corporate management, research and training experience in Pakistan and MENA Senior Consultant; Research and CRM Strategy and Healthcare Business Development & Faculty; Comparative Systems & ARM - SZABIST, Business Strategy & Branding - Bahria & Planning & Control - BIZTEK

Introduction - Instructor
Oasis Insights Director of Healthcare Business, B2B and Corporate Marketing SPIMACO (Saudi Pharmaceutical Company) Marketing Research Strategy Manager, Exports Manager and Global Marketing Services Manager GSK Marketing Analyst, Marketing Research Manager, Product Manager and Business Intelligence Manager

Introduction - You
Your Name (Nearly impossible to change now) What do you do? (Still something could be done) What are you aiming for? (A lot can be done)

Introduction Your Expectations

From the Course & Program Class Discussion

Course Details Review the submission


Teaching Philosophy
Course Objectives & Requirements Instructors Background & Orientation Students Profiles & Aspirations

Interaction & Relationships Willingness to Learn

Introduction to Business Research

Topic One
Class One

Understanding of Business & Research An Open/Interactive Discussion

What is Business?

What is Research?

Business Research - Defined

Business research is a systematic and organized effort to investigate a specific problem encountered in the work setting that needs a solution. The research provides the needed information that guides managers to make informed decisions to successfully deal with problems Research relating to a specific company or a business sector In general, business research refers to any type of researching done when starting or running any kind of business An organized, systematic, data-based, critical, objective, scientific inquiry or investigation into a specific problem, undertaken with the propose of finding answers or solutions to it.

Business Research - Defined

Search for knowledge a French word to look for

Business research is defined as

the systematic and objective process of generating information for aid in making business decisions
Presented or formulated as a coherent body of ideas and regulations
Determination, as of a question or doubt, by making a judgment Something that ones efforts or actions are intended to attain or accomplish

Methods & Methodology

Research Methods:
Research Methods refers to specific activities designed to generate data i.e. questionnaires, focus groups, interviews, observation

Research Methodology:
Research Methodology is about the attitude to and understanding of research and strategy chosen to answer research questions

Business Research Why ?

Manager are separated from: Customers, Markets,

New trends shaping up and

Changing dynamics So, they need timely, pertinent, cost effective, accurate and reliable information to base their business decisions for higher returns

Business Research - Nature Identified

Business Research Business Research Business Research As an economic resource As a system of authority As an activity of business management As a Team effort AS an art or science As a profession As an interdisciplinary system

Business Research Business Research Business Research Business Research

Business Research Objectives Served

1. To gain familiarity with a phenomenon or to explore new ideas i.e. Will it (idea)work? Why it is happening out there? 2. To portray accurately the characteristics of a particular individual, situation or a group i.e. Why they (customer group) want? What they have in common? 3. To determine the frequency with which something occurs or with which it is associated i.e. How many time they would my product? How many of this type are there?

4. To establish a cause and effect relationship and test the relationship between two variables i.e. Is this (decline) because of A or B or both or none

Business Research Value Chain Perspective

Research Components

(Numbers & words)

(Data with structure)

(Information endowed with meaning)

Decision Making
(Processes outcomes)

Implementing Action
(Expertise in measurement)

Decision Making Components

Scope of Business Research

Research to support PEST Analysis: P Political E - Economy S Social T - Technological

Markets I Marketing Employees Financials Operations
Research to support SWOT Analysis: O Opportunities T Threats


Research to support: SWOT Analysis S Strengths W - Weaknesses Market analysis Marketing decision making (product research, advertising research, pricing Research, etc) employee satisfaction research

Major Areas of Business Research

General Business Conditions & Corporate Research Financial & Accounting Research

Research Management & Organization Behavior

Sales and Marketing Research Information Systems Research Corporate Responsibility Research

Types of Business Research

Basic Research Applied Research

Types of Business Research Basic Research

Attempts to expand the limits of knowledge Not directly involved in the solution to a pragmatic problem To test theory or to discover more about a concept

Types of Business Research Basic Research

Some Examples:
Is executive success correlated with high need for achievement?
Are members of highly cohesive work groups more satisfied than members of less cohesive work groups? Do consumers experience cognitive dissonance in low-involvement situations?

Types of Business Research Applied Research

Conducted when a decision must be made about a specific real-life problem

Types of Business Research Applied Research

Some Examples:
Should McDonalds add Italian pasta dinners to its menu?

Business research told McDonalds it should not?

Should Procter & Gamble add a high-priced home teeth bleaching kit to its product line? Research showed Crest White strips would sell well at a retail price of $44 Should SK&F conduct concept testing for the introductory brochure of a major launch
_ Testing highlighted 13 major improvements

Business Research Value of Skills

Manager as research-based decision maker

Subordinate employee as researcher

Manager as research services buyer or evaluator

Research specialist

Business Research Managerial Value

Identifying Problems & Opportunities

Diagnosis & Assessment

Selecting & Implementing a course of Action

Evaluating the Course of Action

Business Research Career Aspects


Decision Making

Corporate Sector FMCG Pharma Service Industry Institutions Consulting Groups

Research Providers/Agencies: AC Neilson Oasis Insights IMS Health Aftab Associates /TNS SMAR In-house functions Consulting Companies