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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.