corporat

e
research
DR. WILLY O. GAPASIN
 Business Research has matured into a substantive
body of knowledge, an in depth understanding of
which is crucial for ensuring the success of
commercial or non-commercial organizations. It
encourage the students that the theoretical
knowledge acquired in research can with the
appropriate context-related modifications be
applied to numerous real-life situations in business.
Lastly, it will stimulate interest in the business
research field as a prospective career field.

—willy o. gapasin
 02
Develop a literature
and studies
01 review and a
Select a research research
topic, conduct methodology
Course initial research to based on the

learnin
develop
appropriate
03selected
and
topic;
Present a scholarly
g problem
statements, research
proposal, using
outcom research questions,
appropriate
and hypotheses so
es: that an appropriate manuscript
writing
research method
can be selected; procedures and
considering
ethical issues.
 Chapter 1: introduction of Business
research

Intended learning Outcomes:

1. 2. 3.

Understand Differentiate Recognize

the between the nature of
significance applied scientific
of conducting research and method.
business basic or pure
research research; and
among
organizations
;
Nature of Business Research:

Business research covers a wide range of

phenomena. For managers, the purpose of
research is to provide knowledge regarding the
organization, the market, the economy, or
another area of uncertainty.
A financial manager may ask, “Will
the environment for long-term
financing be better two years from
now?” A personnel manager may
ask, “What kind of training is
necessary for production
employees?” or “What is the
reason for the company’s high
employee turnover?” A marketing
manager may ask, “How can I
monitor my retail sales and retail
trade activities?” Each of these
questions requires information
about how the environment,
employees, customers, or the
economy will respond to
executives’ decisions.
Research is one of the principal
tools for answering these practical
questions. Within an organization, a
business researcher may be
referred to as a marketing
researcher, an organizational
researcher, a director of financial
and economic research, or one of
many other titles. Although
business researchers are often
specialized, the term business
research encompasses all of these
functional specialties. While
researchers in different functional
areas may investigate different
phenomena, they are similar to one
another because they share similar
research methods.
It is been said that “every business issue ultimately boils down to an
information problem.”. Can the right information be delivered? The
ultimate goal of research is to supply accurate information that
reduces the uncertainty in managerial decision making. Very often,
decisions are made with little information for various reasons,
including cost considerations, insufficient time to conduct research,
or management’s belief that enough is already known. Relying on
seat-of-the pants decision making—decision making without research
—is like betting on a long shot at the racetrack because the horse’s
name is appealing. Occasionally there are successes, but in the long
run, intuition without research leads to losses. Business research
helps decision makers shift from intuitive information gathering to
systematic and objective investigation.
 Business Research may be defined as the
“systematic and objective process of
gathering, recording and analyzing
data for aid in making business
Corpora decisions” (Zikmund, 2008).
te Systematicness and Objectivity are its
Researc distinguishing features of Business
Research, which is important tool for
h managers and decision-makers in
corporate and non-corporate
Definitio organizations.
n
Business Research
Significance
In business, research is
important in identifying
opportunities and threats.
Often, a company’s success or
failure is dependent on the
actions undertaken as a result
of conducting research.
Although carrying out business
research does not guarantee
success, it is likely to increase
the possibility that a new
product, service, brand identity
or even an event is successful .
Typically, business research are used in situations of
uncertainty, that is, when decision-makers face two
or more courses of action and seek to select the
best possible alternative under the circumstances.
Business Research is hence aimed at improving the
quality of decision-making which, in turn, benefits
the organization and helps ensure its continuity and
efficiency.
The following aspects highlight the business research significance:

New Knowledge: The fascination and desire for new knowledge, new facts
for business cycles, environment analysis and technological upgrade
are the primary reasons of research.

Solution of Operational and Planning Problems of Business: Operational

research, marketing research and motivational research are deemed
essential and their outcomes help in many different ways, in taking
business decisions.
 Motivational
Market research research

- is the study of the structure - is worried about market

and development of a market characteristics and figuring out
with the intention of forming why individuals behave as they
effective policies for do. Put simply, it is focused on
purchasing, production, and the determination of motives
sales. underlying the consumer
Operational behavior.
research

- means the use of

mathematical, logical and
analytical methods to the
solution of business
difficulties of cost
minimization or of profit
maximization or what can
be referred to as
optimisation problems.
Research pertaining to demand and market factors
has good utility in operating a business. Provided
information about future demand, it is easy for an
organization or for an industry to alter its supply
plan within the boundaries of its estimated capacity.
Market analysis has grown to be an intrinsic tool of
business policy nowadays.
Business projecting which eventually provides an
estimated profit and loss account relies primarily on
sales estimates which in turn is determined by
business research. Once sales forecasting is
completed, efficient production and investment
programmes could be put in place around which are
arranged the buying and financial plans. Thus
research replaces intuitive business decisions by
more logical and scientific decisions.
Research assists the company to find the right supplier at the
right price and at the right time. An appropriate supplier choice
makes it possible for the company to obtain or acquire top
quality raw materials which result into production of good
quality items which are consumed by the end user. Additionally
trustworthy and efficient suppliers help a company to perform
effectively as supplies will be available on time.
Research aids the business enterprise to enhance the
productivity, reduce the cost, save time and maintain
expertise of their core competencies through research
discovery of latest technology which contributes to
development of innovation management system for
future growth.
When Business Research are used?

Undertaking research in business is important since it aids a business

decision making for the future, based on what may have occurred in
earlier times. If performed effectively it can help an organization to
make plans on how to become more viable in its field.
Testing of new products. Business research tests
the possible success of fresh products.
Businesses need to know what kinds of services
and products consumers want before they
produce them. Research will reduce risk –
Research can help design a new product or
service, figuring out what is needed and ensure
that the development of a product is highly
targeted towards demand.
Guaranteeing adequate
distribution. Businesses can also use
research to guarantee sufficient
distribution of their products. For
instance, a consumer products’ company
might want to speak with merchants
about the various brands they offer. The
outcomes of the business research can
help managers decide where they need to
increase their product distribution.
In-house research is required for professional and
self development of the workers through
training and mentoring. Organizational research
and analysis would also be needed for
assessment of performance management,
process reengineering, departmental
assessment and well-being of staff members.
Undertaking research can help a company avoid
future failure. Carrying out research can also
help a business determine whether now is
the right time to expand into another town or
whether it needs to apply for a new loan. It
may also help a small business decide if a
process should be altered or if more needs to
be done to meet the requirements of the
customer base.
Studying the competition. Businesses frequently make use of research to
study key rivals in their markets. Businesses will often begin with
secondary research information or information which is currently
accessible. Research is important for any organization to remain
competitive in the market. The top function of research is to supply a
business with an outlet to correctly determine its customers. With the
help of surveys, an organization can analyze the preferences of its
target consumers. Furthermore, these studies could also provide a
business the chance to examine its competitors in the industry and
analyze and emulate key strategies which could help in its operations.
It can also help in the recruitment of employees. It’s through
proper research that human resource managers are able to
determine and recruit qualified manpower. Recruitment of
workers with the right skills and attitudes aids the company
to improve its productivity levels. Research for the right staff
members can be done via the internet, consultancy firms and
institutions of higher learning. A proper knowledge of the
employees and healthy conversation would be important
factors for a manager to boost performance of the individuals
in the team. A good approach, winning attitude and behavior
of the manager with proper systems set up would certainly
call for sound research to understand and improve the
system.
 Basic and Applied
Research

Basic Research aims to expand the frontiers of science and

knowledge by verifying or disproving the acceptability of a given
theory or attempting to discover more about a certain concept
(non-specificity).
Example: How does motivation affect employee
performance?

Applied Research focuses on a real-life problem or situation

with a view to helping reach a decision how to deal with it
(Specificity).
Example: Should Corporation X adopt a paperless
office environment?
 Science and Scientific
Method

Science has been defined as “the methodological

and systematic approach to acquisition of new knowledge”
(Marcyzk, DeMatteo, and Festinger, 2005).

The scientific method, which has evolved since

the 13th century, concerns the set of tools, techniques and
procedures used by basic and applied researchers to
analyze and understand phenomena and prove or disprove
prior conceptions.
When conducting business research, the scientific
method provides a model for those designing the
study to gather data and form theories and
conclusions that will stand up to scrutiny. Business
owners looking for reliable information can use the
scientific method to assess different theories
about management, marketing and other aspects
of business.
Business Research can be employed in each of the
following four stages:

1. Identification of problems and/or

opportunities. Useful for strategy planning,
analysis of internal and external organizational
environment.
\2. Diagnosing and Assessment of problems and/or
opportunities. Its purpose is to gain insight into
the underlying reasons and causes for the
situation. If there is a problem, it asks what
happened and why? If there is an opportunity,
it seeks to explore, clarify and refine the nature
of the opportunity and, in the case of multiple
opportunities, seeks to set priorities.
3. Selection and Implementation of Courses of Action.
After alternative courses of action have been
determined, selection of the best possible course.
An important consideration is the quality of
forecasting which is an essential tool of research.
4. Evaluating the Course of Action. Business
Research are used after a course of action has
been implemented in order to determine whether
activities have been properly implemented and
have accomplished what they intended to do .
 Evaluation
Research

It is the formal objective measurement and

evaluation of the extent which an activity, project
or program has achieved its goal, and the factors
which influence performance (e.g. audits). It is also
the formal objective measurement and evaluation
of the extent to which on-going activities, projects
or programs are meeting their goals (performance-
monitoring research.
THANK YOU!