Introduction to Business Research

Learning Objectives
Scope of Business Research Basic research and applied research Role of BR in decision-making Factors affecting BR Globalization and BR BR and the internet
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Scope of Business Research

The three major forms of business research are Market research-examines market place helps to device business policies and marketing strategies. Operations research-forecasting demand, optimizing production, best investment options. Motivational research- understand consumer behavior, employee behavior.
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Basic Research and Applied Research

Basic research systematic study or investigation to discover knowledge or interpretations. It gains knowledge rather than solving pragmatic problems. Understanding consumer buying process Examining the consumer learning process Applied research- uses theories, knowledge or interpretations Why some thing has failed or succeeded, solve specific, pragmatic problems, or to gain better understanding Evaluating the impact of training program on employee performance Consumer response to direct marketing programs 3/22/2012

Role of business research in decision-making

Objective- to provide accurate, relevant and timely information to the top management Problem/opportunity identification. Problem/opportunity prioritization and selection. Problem/opportunity resolution Implementing the course of action.
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Factors affecting Business Research

Time constraint Availability of resources Nature of Information Sought Benefits versus Cost

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Globalization and Business Research

It need to be more closely associated with market growth opportunities outside the industrial nations. They need to devise new creative approaches to understand the international market. They should make use of technological advances in order to undertake international business activities effectively. Innovative tools-videotaping, views, preferences and cultures.

Projective and elicitation techniques-picture completion analogies and metaphors. CATI-Computer assisted telephone interviewing CAPI- Computer assisted personal interviewing
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Business Research and the Internet

Primary research-survey interviews, questionnaires, measurements, direct observation, or tabulation. The responses and feedback can be obtained faster. Costs for conducting online surveys are less compared to traditional survey method. Questionnaires can be delivered to the respondents faster. Confidentiality is maintained. Respondents can reply at their convenience. Secondary Research- Broad scope, reasonable cost.
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Motorolas Case
Error One. Motorolas Addiction to Killer Product V3 Led to Disorientation in Product Development Direction. Error Two. Slow in Launching New Products. Error Three. Price Cut Erodes Brand Image. Error Four. Lack of Product Feature. Error Five. Fail to Emphasize on Product Selling Points. Error Six: Disjunction of R&D and Demands

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Market Research Firms

ACNielsen MARCH MARG ORG IMRB International

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Market research firms

Cross Tab - Online market research agency Delphi Research Services - Market research organisation Diksha Research, Coimbatore - Online market research and public relations services IMRB International, Mumbai - Market research agency Lamcon Finance & Management - Market research, financial planning and consultancy Market Pulse - Market research & entry strategy services Nielson India - A leading market research agency

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Market research firms

Rushabh Direct Marketing - Direct marketing, mailing & database management services Sampling Research - Market research and analytics services Samsika Marketing Consultants - Marketing consultancy & brand management courses TNS India - Market research services provider in Delhi Tecnova, Gurgaon - Market research consultancy services Telebrands India - Offers telemarketing services Protech India - Market research, consulting & database publishing services Rural Relations - Rural marketing services
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