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Chapter 2

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Understand

What business research is and how it differs from

business decision support systems and business

intelligence systems. Trends affecting business research and the

emerging hierarchy of business decision makers.

The distinction between good business research

and research that falls short of professional quality. The nature of the research process.

Business Research Ethics

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To work critically and to learn to analyze issues/matters

before believing in them or acting upon them

Businesses are doing systematic research to handle their

day-to-day activities

Businesses need a strategic monitoring program to identify

and understand competitors strengths, weaknesses and

overall businesses strategies

The key is knowing where to gather relevant information

and how to combine separate pieces of data into a

coherent profile of each competing operation

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Few examples

o In business situations we deal with problems faced by managersand companies

How to enter a particular market?

What are the factors that influence performance injoint venture relationships?

What are the factors that influence the successfullaunch of anew product?

Is advertising necessary, or how much advertising isnecessary to market a certain product?

Would acquiring a particular company fulfill ourstrategic objectives?

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The primary

purpose of

research is toreduce the

level of risk of

a marketing

decision

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A process of determining, acquiring,

analyzing, synthesizing, and disseminating

relevant business data, information, andinsightsto decision makers in ways that

mobilize the organization to take

appropriate business actions that,in turn, maximize business performance

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CriticalScrutiny of

Business

ComputingPower &

Speed

Battle forAnalytical

Talent

Factors

Information

Overload

Shifting Global

Economics

Government

Intervention

Technological

Connectivity

New Research

Perspectives

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Real-time

Access

Factors

Lower-cost

Data

Collection

Powerful

Computation

Better

VisualizationTools

Integration of

Data

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usiness

Intelligence

Government/

Regulatory

Economic

Competitive

Demographic

Technological Cultural/

Social

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Visionaries

Intuitive Decision Makers

Standardized

Decision Makers

Visionaries

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Clearly defined purpose

Detailed research process

Thoroughly planned design

High ethical standards

Limitations addressed

Adequate analysis

Unambiguous presentation

Conclusions justified

Credentials

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Ethics in research are moral principles and values thatinfluence the way a researcher or a group of researchersconduct their research activities

Moral responsibility to explain and find answers to their

questions honestly and accurately point out the strengths,weaknesses of their theoretical models and the reliability oftheir results

The readers believe what researchers write and thus mustbe informed that the results or conclusions might be

misleading or may apply only in certain situations

Should not create more problems than solutions in the fieldof research

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Ethical responsibility starts with problem formulation

If you want to study the role of bribery or other illegalmethods in the export performance of companies

Moral responsibility is to find right sources of data

To report unexpected or drastic results in a rightful manner

No disadvantage or embarrassment to the people whoprovided you the information

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Table 2.1 Ethical issues in the researcherparticipant relationship

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The moral responsibility also deals with social guidelines

and constraints upon research techniques and

measurements

Make a moral judgment of the appropriateness of research

procedures

To decide whether or not to accept and reveal certain

findings that conflict with ones beliefs, customs or religions

Make a decision on whether the findings are strong enough

to draw certain conclusions out of these findings

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Figure 2.3 Factors influencing researchSource: Based on Forcese and Richer (1973: 22). 1973. Reprinted by permission of Pearson Education, Inc., Upper Saddle River, NJ.