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FOR BUSINESS
A Skill-Building Approach
Fifth Edition
Uma Sekaran and Roger
Bougie
Chapter one
Introduction To Research
Topics discussed
What is research?
Business research
Types of business research: applied and
basic
Managers and research
The manager and the consultant-researcher
Internal versus external
consultants/researchers
Knowledge about research and managerial
effectiveness
Ethics and business research
What is an Organization?
Organization is an entity where two or
more persons work together to achieve
a goal or a common purpose.
A manager is someone who works with
and through other people by
coordinating their work activities in
order to accomplish organizational
goals.
What is research?
Research is the process of finding solutions to a
problem after a thorough study and analysis of the
situational factors.
Research is daily and continuous task of
organization activities.
Research methods are used in the different areas of
business-human resources management,
production, operations management, business
policy and strategy, organizational behavior,
marketing, information systems, accounting,
finance as part of the social science have the same
procedures.
1.
2.
Business research
In general, business research is a systematic and
organized effort to investigate a specific problem
encountered in the work setting, which needs a
solution.
Systematic refers to a series of steps that are designed
and executed to find a solution or answers to specific
issue (identifying the problem, recognizing the relevant
factors in the situation to be investigated, gathering
data, analyzing data and implementation).
Specifically, Business research is an organized,
systematic, data-based (external or internal), critical,
objective, scientific inquiry or investigation that used
to rectify a specific problem.
Human resources
Employee behaviors such as performance, absenteeism,
and turnover.
Employee attitudes such as job satisfaction, loyalty, and
organizational commitment.
Employee selection, recruitment, training, and retention.
Human resource management choices and
organizational strategy.
Production
Just-in-time systems, continuous-improvement
strategies, and production efficiencies.
Downsizing.
Advanced manufacturing technologies and information
systems.
Marketing
Organizational outcomes such as increased sales,
market share, profits, growth, and effectiveness.
Consumer decision making.
Customer relationship management.
Consumer satisfaction, complaints, customer loyalty,
and word-of-mouth communication.
Complaint handling.
Delivering and performing service.
Product life cycle, and product innovation.
Impression management, logos, and image building.
Product positioning, product modification and new
product development.
Keeping ahead of the competition.
Financing
Cost of capital, valuation of firms, dividend policies,
and investment decisions.
Risk assessment, exchange rate fluctuations, and
foreign investment.
Tax implications of reorganization of firms or
acquisition of companies.
Collection of accounts receivable.
Development of effective cost accounting procedures.
Qualified pension plans and cafeteria-type benefits for
employees.
Deferred compensation plans.
Information system
Installation of effective management information
systems.
Installation, adaptation, and updating of computer
networks and software suitable for creating effective
information systems for organizations.
Installation of an effective data warehouse and data
mining system for the organization.
Applied research
Routine or general
scope
Solve a current
problem
Demanding a timely
solution; a shorter
time frame
Based on a scientific
manner
Basic research
Generate a body of
knowledge
Comprehend how certain
problems that occur in
organizations can be solved
Not demanding a timely
solution
Based on a scientific
manner
1.
2.
3.
4.
External consultants/researchers
1.
2.
3.
4.
5.
6.
1.
1.
2.
3.
Scenario 1
To acquire or not to acquire: that is the question.
Companies are very interested in acquiring other
firms, even when the latter operate in totally
unrelated realms of business. For example, CocaCola has announced that it wants to buy China
Huiyuan Juice Group in an effort to expand its
activities in one of the world's fastest-growing
beverage markets. Such acquisitions are claimed to
"work miracles." However, given the volatility of the
stock market and the slowing down of business,
many companies are not sure whether such
acquisitions involve too much risk. At the same time,
they also wonder if they are missing out on a great
business opportunity if they fail to take such risk.
Some research is needed here!
Scenario 2
Reasons for absenteeism
A university professor wanted to analyze in
depth the reasons for absenteeism of
employees in organizations. Fortunately, a
company within 20 miles of the campus
employed her as a consultant to study that
very issue.
Scenario 3
Effects of service recovery on customer
satisfaction
A research scientist wants to investigate the
question: What is the most effective way for
an organization to recover from a service
failure? Her objective is to provide guidelines
for establishing the proper "fit" between
service failure and service recovery that will
generalize across a variety of service
industries.