cooper 商业研究方法大全.ppt

Chapter 1 Research in Business Learning Objectives PulsePoint: Research Revelations Why Study Business Research? Research Should Help Respond to Change Business Research Defined Research Should Reduce Risk The primary purpose of research is to reduce the level of risk of a marketing decision What’s Changing in Business that Influences Research Computing Power and Speed Business Planning Drives Business Research Business Decisions and Research H?agen-Dazs Tactics Super premium Dozens of flavors Small packages Signature colors on packaging Available in franchise and grocery stores Information Sources Decision Support Systems Numerous elements of data organized for retrieval and use in business decision making Stored and retrieved via Intranets Extranets Business Intelligence Systems Ongoing information collection Focused on events, trends in micro and macro-environments Sources of Business Intelligence Hierarchy of Business Decision Makers Minute Main and Business Research Eastman Kodak has a world-class research department 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? Information Value Chain The Business Research Process Characteristics of Good Research Two Categories of Research Four Types of Studies Key Terms Applied research Business intelligence system (BIS) Business research Control Decision support system Descriptive studies Explanatory Studies Management dilemma Predictive studies Pure research Reporting studies Return on Investment (ROI) Scientific method Strategy Tactics Appendix 1a How the Research Industry Works Who Conducts Business Research? Some Organizations Use Internal Research Sources Some Organizations Use External Research Sources Business Research Firms Proprietary Research Syndicated Services Some Syndicated Data Providers AC Nielsen Scarborough Millward Brown Nielsen Media Research