This document provides an introduction to business research, including its scope, types, and role in decision making. Business research involves systematically gathering and analyzing data to guide business decisions and reduce uncertainty. It includes market research, operations research, and motivational research. Basic research increases knowledge through testing and refining theory, while applied research solves specific problems or gains understanding. Factors like time, resources, and costs influence business research. Globalization requires international approaches, and the internet allows faster and cheaper primary and secondary research.

1. INTRODUCTION TO BUSINESS RESEARCH

2. Learning goals
 Scope of business research
 Basic research and applied research
 Role of business research in decision
making
 Factors affecting business research
 Globalization and business research
 Business research and the internet

3. Introduction
 “systematic and objective process of
gathering, recording, and analyzing data
that provides information to guide
business decisions”
 used to: reduce uncertainty of decisions.
 Scope: marketing, finance, human
resources, and manufacturing
 Three types of BRM organizations: market
research, OR, motivational research

4. Scope of business research
 Market research: helps the organization devise
effective business policies and marketing
strategies
 OR involves use of mathematical, logical, and
analytical methods to optimal solutions to
business problems. OR is mostly used for
demand forecasting, optimizing production, and
finding best investment policy.
 Motivational research involves analyzing the
reasons and motives behind people’s behavior.

5. Basic research
 Basic research refers to a focused, systematic
study or investigation undertaken to discover new
knowledge or interpretations and establish facts or
principles in a particular field.
 Basic research increase knowledge about
particular phenomena by testing, refining, and
elaborating theory without concern for practical
application.
 Ex – understanding the consumer buying behavior
examining the consumer learning process

6. Applied research
 Applied research refers to investigation
undertaken to discover the application and use
of theories, knowledge, and principles in actual
work or in solving problems.
 It used to answer a specific question, determine
why something failed or succeeded, solve a
specific, pragmatic problem, or to gain better
understanding.
 Ex – Evaluating impact of a training program on
employee performance.
Examining consumer response to direct
marketing programs.

7. Role of business research in
decision making
 Problem/opportunity identification
 Problem/opportunity prioritization and
selection
 Problem/opportunity resolution
 Implementing the course of action

8. Factors affecting business
research
 Time constraint
 Availability of resources
 Nature of Information Sought
 Benefits versus Cost

9. Globalization and business
research
 Global business research efforts need to be
more closely associated with market growth
opportunities outside the industrialized nations.
 International business researchers need to
devise new creative approaches to understand
the international markets.
 Researchers should make use of technological
advances in order to undertake international
business activities effectively.

10. Business research and the
internet
Primary research
Advantages of conducting online surveys
1. The responses and feedback can be obtained
faster.
2. Costs for conducting online surveys are less
compared to traditional survey methods.
3. Questionnaires can be delivered to the
respondents faster.
4. Confidential is maintained as only the
recipients read the questionnaires.
5. Respondent can reply as their convenience.

11.  Secondary research – the research
reports and databases maintained by
major research companies are available
on the net.
 This makes it faster, economical, and
reliable for companies to know about
competitor activities.