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Business st
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 Research is a clever or discerning pursuit of
the truth in order to know the facts.
How do we decide between business
Business Research opportunity A or B?
We need to know the facts, both positive and
Methods negative.
Those who do research are looking for
Associate Prof and PhD answers
Thai Thanh Ha, FTU Everyday, we all play the role of researcher.

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Click to edit Master title style The roots

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Master title style
 Business research
is rooted to the
Phoenician traders
(500 BCE)
My-self introduction  Risky to load ships
with surplus goods
 Information
gathering to alter
the goods and price
 Traders made
strategic decisions
about markets
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Click The 5 Vs of big data

Business st
Click toresearch in 21
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Frederick Taylor used early motion picture
technology to film workers and demonstrate
how they could improve their productivity.
Similarly, General Electric was among the Big data
first companies to use consumer research to 5Vs
design new products
Today, with the advent of modern
technology, data processing, high level of
mobility, business research is done in a
completely different way than ever before
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Business st
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style Click
Whatto edit MasterResearch?
is Good title style
 Business Research is done in 21st century
with the use of
Following the standards of the scientific
 Social media (Facebook; Twitter; Youtube;
Ticktok and the like method
 Big data to be described as 5Vs: Purpose clearly defined
 Volume Research process detailed
 Velocity
Research design thoroughly planned
 Variety
 Varacity High ethical standards applied
 Value Limitations frankly revealed

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Why Study Research or

Click to edit
What MasterResearch?
is Good title style Click to edit Master title style
Business Research?
Research provides knowledge and skills
Following the standards of the scientific needed for the fast-paced decision-making
method (cont.) environment
Adequate analysis for decision-maker’s  Business research pursues the truth about
needs business phenomena which mean people
Findings presented unambiguously serving people through participation in a
Conclusions justified value-creating process with exchange at its
core.
Researcher’s experience reflected
This includes all the support systems
necessary to facilitate the process
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Definition
Click to editofMaster
business
titleresearch
style WhytoManagers
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title Better
style
Information
Research is defined as a process that is
undertaken in a systematic way with a
clear purpose, to find things out. Two Global and domestic competition is more
important phrases vigorous
 Organizations are increasingly practicing data
‘Systematic way’ suggests that research is
mining, big data and data warehousing, data
based on logical relationships and not just analytics.
beliefs
 The customer trends or tastes are changing very
‘To find out things’ suggests there are a fast and unpredictable in some ways.
multiplicity of possible purposes for your
research. It is therefore an activity that has to
be finished at some time to be of use.
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The Value of Acquiring

Click to edit Master title style Characteristics
Click to edit Masteroftitle
research
style
Skills
5. Research involves gathering new data
To gather more information before selecting
a course of action from primary or first hand sources using
To do a high-level research study
existing data for a new purpose
To understand research design 6. Research is more often characterized
To evaluate and resolve a current by carefully designed procedures with
management dilemma the use of rigorous analysis
To establish a career as a research specialist 7. Research requires expertise

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Characteristics
Click to edit Masteroftitle
research
style Characteristics
Click to edit Masteroftitle
research
style
1. Research is directed towards the solution 8. Objective and logical with possible test to
of a problem validate the data collected or conclusions
2. Research emphasizes the development of reached
generalizations, principles or theories that are 9. Research attempts to find answers to
to be helpful in predicting future occurrence unsolved problems
3. Research is based on observable 10. Patience and unhurried activities
experience or empirical evidence 11. Carefully recorded and reported
4. Research demands accurate observation 12. Research sometimes requires courage
and description
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ClickFunctions of research
to edit Master title style Elements
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business
titleresearch
style
1. Corrects perceptions as well as expands them  Business research can be formal.
Researchers may undertake systematic and
2. Gathers information on subjects or
sometimes exhaustive projects aimed at
phenomena
answering very specific questions
3. Deploys and evaluates methods that test
 Toyota was interested in knowing the effects
concepts practices and theories
of one-price retailing, where, in auto
4. Obtains knowledge for practical purposes like purchases, car prices are not subject to
what is purchasing behaviour? Customer negotiation
satisfaction  Thus Toyota could also research the effects of
5. Provides hard facts as foundations for one-price retailing on its dealer network and
business decision employee
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Elements
Click ofMaster
to edit business research
title style Elements
Click to editofMaster
business
titleresearch
style
 Business research involves the study of a Business research can be informal.
wide range of phenomena  Restaurant owners or managers often spend a
 People, including employees, customers, portion of each night circulating through the
supervisors, managers, policy makers, and dining room.
stakeholders  They stop at each table and ask, “How is
 Systems or groups of people, including everything?”
strategic business units, offices, factory labour,  The information they receive helps to identify
management groups, boards of directors, patterns and improve decision making for
 The interaction of people with systems, enhancing the restaurant experience of their
including accounting or audit systems, legal customers
systems, management practices, compensation
systems
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Elements
Click to editofMaster
business
titleresearch
style Click to edit Master title
Manager-Researcher style
Conflicts
 Good research is replicable.
 A goal of scientific research is to be as Management’s limited exposure to research
objective as possible. When research is
Manager sees researcher as threat to
objective, it is generally replicable, meaning
that another researcher can produce the same personal status
results using the identical procedures  Manager wants to see specific metrics
Good research should provide more (Profit; Revenue)
benefit than it costs. Researcher has to consider corporate culture
 Management should not conduct a $200,000 and political situations
research project to make a $50,000 decision. Researcher’s isolation from managers
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The Manager-Researcher Relationship The gap between managers and academicians

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Manager’s obligations
Specify problems
Provide adequate background information
Access to company information
gatekeepers
Researcher’s obligations
Develop a creative research design
Provide answers to important business
questions
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Basictoversus
Click Applied
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style Basic to
Click research >< Applied
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style
Applied business research is motivated
by an attempt to solve a particular problem
faced by a particular organization. For
example, Coca-Cola may want to know
why Pepsi is gaining market share in Paris.
 Basic business research is motivated by a
desire to better understand some business
phenomenon as it applies to an entire
industry or to business in general.

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Examples of Applied and Basic

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Basic to edit versus
Masterapplied
title style
research Click to edit Master title style
Business Research
For example, why are people drinking
more bottled water and less cola?
 Applied business research helps
decision makers make specific
decisions bound by time and an
organization.
 Basic research helps develop theory
that attempts to describe and predict
business events so that all business
decision makers can benefit.
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Research
Trends
Clickimpacting busines
to edit Master titleresearch
style Click to edit Master title style
Methods and Methodology

Information boom

Personalized marketing
International Research
Market expansion

Irwin/McGraw-Hill Irwin/McGraw-Hill Source: Andiappan and Wan (2020)

Research Research
Click to edit Master title style Click to edit Master title style
Methods and Methodology Methods and Methodology
 These words are sometime used
interchangeably
 The term “method” to refer to a technique
or procedure used to obtain and analyse
data:
 Questionnaires,
 Observation and interviews
 As well as both quantitative (statistical) and
qualitative (non-statistical) analysis techniques

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Research Keeping a reflective diary or

Click to edit Master title style Click toresearch
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notebook
Methods and Methodology
Research methodology refers to Reflective diary: where you note down
 The underlying logic or reasons behind the what has happened and the lessons you
choice of methods for a research project. have learnt both from things that have gone
 It involves studying the methods used in any well and things that have not gone so well
particular field
during the research process
 Views, beliefs, values, theories, or principles
behind their adoption in order to develop an  Research notebook: where to record
approach that matches the research objectives chronologically other aspects of their
 Hence, research methods can be said to be a research project such as useful articles they
component of research methodology have read, notes of discussions
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Source: Sander Keeping a reflective diary or research notebook

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et al 2019 Click to edit Master title style

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Click toResearch process

edit Master title style Phase
Click II:Master
to edit EXECUTION
title style
Researcher actively gathers information
from the appropriate sources.
The information is then checked for errors,
coded, and stored in a way that allows it to
be analysed quickly and conveniently.
 Sampling and data-collection forms
 Collecting data for research
 Coding data and data entry
 Checking data errors and verifying if needed
 Storing data (software and applications)
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Phase
Click I: FORMULATION
to edit Master title style Phase
Click III:Master
to edit ANALYTICAL
title style
 Defining the substance and process The data is analysed. If the research
involves hypothesized relationships, they
of the research. Like making a step-
are tested and either supported or not
by-step recipe supported based on comparing the actual
 Research need and problems study outcome with the outcome predicted
in the formulation phase
 Literature review and theory
 Data analysis
examination
 Understanding and inferences of data analysis
 Research questions and objectives  Supports or not supports for hypotheses
 Hypothesis development  Limitations
 Research design  Report preparation
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PhasetoIV:
Click DECISION-MAKING
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Decision-making is the final phase of
research process. It is important
because
 Garbage in – Garbage out
 It may cost the company a great deal as
can be seen in the cases of Ford Auto-
makers or Coca-Cola
 Ford: Wrongly named Nova Scotia brand
 Coca-Cola made a mistake in changing
the Classic Coca-Cola into New Coke
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Types of Studies Used to do

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Research
Reporting

Descriptive

Explanatory

Predictive
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