1. Introduction to Business Research · 1. Introduction to Business Research ... AC Nielsen) Communication Agencies (MATARI) ... Riset Binis yang baik dan benar adalah

1. Introduction to 1. Introduction to

Business ResearchBusiness Research

Faculty of EconomicFaculty of EconomicGunadarmaGunadarma UniversityUniversityBy Rowland By Rowland PasaribuPasaribu

Why Study Business Research?Why Study Business Research?

Business research provides information to guide business decisions.

Good research is like a parachute.Good research is like a parachute.

Research Should Help Research Should Help

Respond to ChangeRespond to Change

Enterprises have long recognized the need to better sense and respond to business change.business change.

What’s different today to access information and real-time communications have fostered an ‘always on’ business culture where decision making has become a ‘just-in-time process.

Business Performance Management Forum

Research as a Scientific MethodResearch as a Scientific Method

� Investigasi yg sistematis, terkontrol, empiris, & kritis terhadap suatu fenomena (sosial, ekonomi, bisnis) yg berkembang di dunia nyata. Investigasi yg dilakukan dg metode ilmiah.� Investigasi yg dilakukan dg metode ilmiah.

� Ciri-ciri metode ilmiah:

• Kritis & Analitis• Logis• Obyektif

• Konseptual &Teoretis• Empiris• Sistematis

A process of determining, acquiring,

analyzing, synthesizing, and disseminating

relevant business data, information, and

Business Research DefinedBusiness Research Defined

relevant business data, information, and

insights to decision makers,

in ways that mobilize the organization to take

appropriate business actions that, in turn,

maximize business performance.

Business Planning Drives Business Planning Drives

Business ResearchBusiness Research

Organiza-tional

Mission

Business GoalsMission Goals

Business Strategies

Business Tactics

Business Decisions and ResearchBusiness Decisions and Research

Example:Häagen-Dazs Tactics� Super premium � Super premium � Dozens of flavors� Small packages� Signature colors on packaging� Available in franchise and grocery stores

Two Categories of ResearchTwo Categories of Research

Research based on the PurposeResearch based on the Purpose

Basic Research� Attempt to expand the limits of knowledge� Not directly involved in the solution to a

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Not directly involved in the solution to a practical problem.

Applied Research� Conducted when a decision must be made

about a specific real-life problem.

Types of Research Types of Research based on the Approaches takenbased on the Approaches taken

QuantitativeQuantitativeResearchResearch

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ResearchResearch

Qualitative Research

Quantitative ResearchQuantitative Research

� By the numbers

� Analysis of data using statistical tools

Types of Research based on the Approaches Taken

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� Analysis of data using statistical tools

� Data is based on samples & populations

� Subject/object of research is relatively

large (called respondent)

Qualitative ResearchQualitative Research

� By the words, numbers are not primary focus

� Analysis and interpretation based on theories� Analysis and interpretation based on theories

� Case based

� Subject/object of research is relatively small

(called informant)

4 Types of Research (Study)4 Types of Research (Study)

Reporting Descriptive

Explanatory/ Explorative

Predictive/ Causality

Business Research

Business Intelligence

� Doing business decisions based on

business research

� Data analysis is a must!

� ICT (Information and Communication

Technology) is a driver to enhance

enterprise productivity.

Business Intelligence (BI)

� BI is a set of methodologies, processes, architectures, and technologies that transform raw data into meaningful and useful information.

� BI can handle large amounts of information to � BI can handle large amounts of information to help identify and develop new opportunities.

� Making use of new opportunities and implementing an effective strategy can provide a competitive market advantage and long-term stability.

Sources of Business Intelligence

Business

Government/Regulatory

Competitive

BusinessIntelligence

TechnologicalCultural &

Social

Demographic Economic

Who Conducts Business ResearchWho Conducts Business Research

BusinessResearchers

Internal Research External ResearchInternal ResearchDepartment

External ResearchSuppliers

BusinessResearch Firms(MARS, Frontier,

AC Nielsen)

CommunicationAgencies(MATARI)

Consultants(MARK Plus,

Enciety)

TradeAssociations

(ASITA, APRINDO, LP3I)

Syndicated Data ProvidersSyndicated Data Providers

Company Syndicated Service

What it Measure

ACNielsenwww. Acnielsen.com

Scantrack

Homescan

Provides sales tracking across grocery, drug, and mass merchandisersProvides consumer panel service for tracking retail purchases and motivationsmotivations

J.D.Power Associateswww.jdpower.com

PowerReport, PowerGram, etc

Publishes in-depth analytical reports on automotive, travel health and other industries

Information Resourceswww.infores.com

BehaviorScan Collects store tracking data used with consumer panel data to track advertising influence in consumer packed goods

A Good Research for BusinessA Good Research for Business

Riset Binis yang baik dan benar adalah

yang mengikuti standar-standar atau yang mengikuti standar-standar atau

kaidah-kaidah metode ilmiah (scientific

method).

Jaminan riset bisnis dilakukan dg benar, jika:� Tujuan penelitian didefinisikan jelas� Proses penelitian rinci� Disain penelitian direncanakan menyeluruh

A Good Research for BusinessA Good Research for Business

� Disain penelitian direncanakan menyeluruh� Menerapkan standar etika yang tinggi� Kecocokan antara yg direncanakan dg aktual� Analisis tepat sesuai kebutuhan pembuat

keputusan� Hasil temuan tidak membingungkan� Kesimpulan cocok dengan temuan

Exploration Exploration

Research Design Strategy(type, purpose, time frame, scope, environment)

Clarifying the Research QuestionDiscover the Management Dilemma

Define the Research Questions Refine the Research Questions

ResearchProposal

Data Collection Design

SamplingDesign

T

A

H

A

P

A

N

P

Data Collection & Preparation

Management Decision

Data Analysis and Interpretation

Research Reporting

Instrument DevelopmentAnd Pilot Testing

P

E

N

E

L

I

T

I

A

N

Business Research StagesBusiness Research Stages

Step 1: Establishing the need for research

Step 2: Defining research problem

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Step 2: Defining research problem

� the most important & difficult step in research

Step 3: Establishing research objectives

Business Research StagesBusiness Research Stages

Step 4: Determining research design� exploratory, descriptive, or causal research

Step 5: Identifying information types & sources

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Step 5: Identifying information types & sources� primary and secondary data

Step 6: Determining methods of collecting data� survey, observation, interview, secondary

data analysis, etc

Business Research StagesBusiness Research Stages

Step 7 : Designing data collection forms

� developing questionnaire, interview guide-list

Step 8 : Determining sample plan and size

Step 9 : Collecting data

���� field research or secondary research

Business Research StagesBusiness Research Stages

Step 10: Analyzing data

� editing, coding, processing, & analyzing

Step 11: Preparing & presenting final

research report