INTRODUCTION TO

BUSINESS RESEARCH
Atendido, Jan Nathalia A.
Question:
1. Who would you trust to do your 2. Who would you trust to fix your car if
facial? it suddenly broke down?

A. Your best friend who loves facials

A. Your neighbor who loves cars and
tinkers with them as a hobby
B. A certified dermatologist
B. A certified auto mechanic

Type A or B in the chat!

IN THIS CLASS, YOU WILL TAKE ON THE
ROLE OF A RESEARCHER, EXPLORING
THE WORLD OF ENTREPRENEURSHIP
BEFORE STEPPING INTO THE SHOES OF
AN ENTREPRENEUR.
 ■ A systematic and organized effort to
investigate a specific problem
encountered in the work setting, that
needs a solution (Sekaran, 2003)

What is ■ A systematic inquiry that provides

information to guide managerial

Business decision-making (Cooper and

Schindler, 2008)

Research? ■ Comprises a series of steps designed

and followed, with the goal of finding
answers to the issues that are of
concern to the manager in the work
environment.
 THE
RESEARCH
PROCESS
Types of Business Research
■ Basic Research: ■ Applied Research:
Seeks to contribute to knowledge Seeks to provide solutions to problems
through the development of a theory or through the development and
concept. evaluation of processes, policies, and
other activities that require specific
courses of action
Example of Applied Research
An example of applied research using the Theory of Planned Behavior (TPB) could involve
studying how to encourage environmentally friendly behaviors, like recycling, in a community.

In this research, the TPB framework would be used to assess:

■ 1. Attitude: How favorable people feel about recycling

– (e.g., whether they believe it's beneficial for the environment).
■ 2. Subjective Norms: The perceived social pressure to recycle
– (e.g., whether family, friends, or the community expect them to recycle).
■ 3. Perceived Behavioral Control: How easy or difficult people feel it is to recycle
– (e.g., access to recycling bins, time constraints).

Researchers could then design interventions, like awareness campaigns or improving

recycling infrastructure, based on the findings.
Role and Value of Marketing Research
■ Marketing research is the function that links an organization to its market through
the gathering of information.

■ Marketing research tasks include:

– Designing methods for collecting information.

– Managing the information collection process.
– Analyzing and interpreting results.
– Communicating findings to decision makers.

■ Databases or data warehouses store big data. Many companies use a customer
relationship management (CRM) system to manage important customer information.
Marketing research applies to problems
involving the four Ps (Now 7Ps)
■ Marketing research is the function that links an organization to its market through
the gathering of information.

■ Marketing research tasks include:

– Designing methods for collecting information.

– Managing the information collection process.
– Analyzing and interpreting results.
– Communicating findings to decision makers.

■ Databases or data warehouses store big data. Many companies use a customer
relationship management (CRM) system to manage important customer information.
Marketing Mix Variables – Product

■ New product
■ Branding
development and
introduction. Even established brands undertake research
for early detection of changes in meaning and
■ Concept and product
attitudes toward a brand.
testing or test marketing
answers two questions. ■ Positioning
– How does a product A process of understanding how current or
perform for the possible products are perceived by
customer? consumers.
– How can a product be
Perceptual mapping fixes the position of
improved or exceed
products on two or more dimensions
customer
impacting consumers’ choice to purchase.
expectations?
Exhibit 1.1: Perceptual Map of the Fast Food Market
Marketing Mix Variables – Place/Distribution

■ Market research peculiar to retailers include: trade area analysis, store

image studies, in-store traffic patterns, and location analysis.
Much retailing research focuses on database development through optical
scanning at the point of purchase.

■ Online retailers face unique challenges and data-gathering opportunities.

In behavioral targeting, online retailers work with content sites to display ads
based on data collected about user behaviors.

■ Shopper marketing gives manufacturers and retailers an understanding

of a customer’s purchase journey and addresses the following:
Product category management.
Displays, sales, packaging, promotion, and marketing.
Marketing Mix Variables – Promotion

■ It is essential that companies know how

to obtain good returns from their
promotional budgets. The three most common research tasks in
■ Traditional and digital media present integrated marketing communications are:
special challenges to businesses who • Advertising effectiveness studies.
require reliable metrics to accurately
gauge advertising return. • Attitudinal research.

■ Market researchers must develop • Sales tracking.

meaningful metrics and then collect the
data for those metrics.
Marketing Mix Variables – Price

Pricing decisions involve pricing new products, establishing price levels in

test marketing, and modifying prices for existing products.

■ Marketing research provides answers to the following questions.

• How large is the demand potential within the target market at various
price levels?
• What are the sales forecasts at various price levels?
• How sensitive is demand to changes in price levels?
• Are there identifiable segments that have different price sensitivities?
• Are there opportunities to offer different price lines for different target
markets?
Marketing Mix Extended

People:
This encompasses all individuals involved in the product or service, including
employees, customers, and other stakeholders.

Process:
This refers to the procedures and steps involved in delivering the product or service,
ensuring efficiency and effectiveness.

Physical Evidence:
This relates to tangible elements that create an impression of the product or
service, such as the store environment, packaging, and documentation.
Consumers and Markets – Segmentation Studies

Marketing decisions involving all four Ps

are more successful when target market
demographics, attitudes, and lifestyles
are clear. While useful, more detailed
information may be needed.
A major component of market
segmentation research is benefit and • Ethnography requires extended
lifestyle studies examining consumers’ observation of consumers in
needs. context.
• The objective is to collect customer – It highlights problems and
characteristics, product benefits, and opportunities based on
brand preferences. consumer behavior.

• Combined with other demographics, it

provides segmentation profiles.
RESEARCH
PROBLEM
Research Problem

■ Is a felt need, a question thrown forward for solution (Murdick, 1969)

■ A situation where a gap exists between the actual and the desired
ideal state (Sekaran, 1992)
■ A hypothesis or question of interest to business people and managers
that can be tested or answered through the collection or analysis of
data (Gay and Diehl, 1992)
 Research Area of
• General research area or field.
Interest

Literature Scanning • Explore existing studies and keywords.

Research Gap • Identify missing knowledge or contradictions.

Refining the
• Narrow down focus and define the question.
Research Problem
Developing the
• A clear picture of the study!
Research Framework
Research Area of Interest
Potential Research Areas Related to Consumers

Customer Satisfaction – The level of contentment with the product or service.

Purchase Intention – Likelihood of buying after marketing exposure.
Brand Loyalty – Consistency in choosing the same brand over competitors.
Perceived Value – Consumer's evaluation of a product's worth compared to its cost.
Customer Engagement – Level of interaction with brand marketing (e.g., social media, surveys).
Brand Awareness – Recognition and recall of a brand in a given category.
Product Knowledge – Understanding of product features and benefits.
Customer Trust – Confidence in the brand's reliability and quality.
Customer Perceived Risk – Concerns about the quality, price, or reliability of a product.
Word-of-Mouth (WOM) Advocacy – Tendency to recommend the product to others.
Research Area of Interest
Potential Research Areas Related to Business Owners

Revenue Growth – Increase in sales and income over time.

Market Share Expansion – Growth in the business’s portion of the market.
Return on Marketing Investment (ROMI) – Profit generated from marketing activities.
Customer Acquisition Cost (CAC) – The expense of attracting new customers.
Brand Equity Development – The value added to a company through brand reputation.
Business Resilience – The ability to withstand market changes and competition.
Customer Retention Rate – Percentage of repeat customers.
Operational Efficiency – Cost-effectiveness of marketing operations.
Competitive Advantage – Standing out in the market against competitors.
Business Scalability – Ability to expand business operations based on marketing insights.
Research Area of Interest
Potential Research Areas Related to Employees

Job Satisfaction – Level of fulfillment and contentment in their roles.

Employee Engagement – Participation and involvement in business marketing initiatives.
Brand Alignment – Employees’ connection and support for the company’s brand values.
Product Knowledge and Training – Understanding of the company’s products or services.
Employee Loyalty – Willingness to stay with the company long-term.
Skill Development – Growth in skills due to marketing-related tasks or campaigns.
Workplace Culture – The environment shaped by marketing-driven projects and campaigns.
Performance Improvement – Enhanced efficiency and productivity as a result of marketing efforts.
Incentive Motivation – Impact of marketing campaigns on employee incentives and rewards.
Innovation Participation – Employee involvement in idea generation for marketing initiatives.
Research Area of Interest
Potential Research Areas Related to Aspiring Entrepreneurs

Entrepreneurial Intention – The desire and motivation to establish a new business venture.
Opportunity Recognition – The ability to identify potential business opportunities in the market.
Risk Tolerance – Willingness to undertake risks associated with starting and managing a business.
Business Planning Skills – Capability to create structured business plans that outline strategies and goals.
Innovative Thinking – The propensity to generate novel ideas and solutions for market needs.
Resource Mobilization – The ability to gather financial, human, and technological resources necessary for
business operations.
Networking Capabilities – The effectiveness in building professional relationships that support business growth.
Self-Efficacy in Entrepreneurship – Confidence in one's ability to successfully perform entrepreneurial tasks and
overcome challenges.
Market Awareness – Understanding of market trends, customer needs, and competitive landscapes.
Resilience and Adaptability – Capacity to adjust business strategies in response to market changes and setbacks.
Literature Scanning
Steps in conducting a literature search:

1 - Build your mind map. Begin by identifying keywords.

⚬ these may emerge in identifying a topic and narrowing down a topic or

⚬ simply asking questions

2 - Conduct the literature search

⚬ Aim for quantity (only during this point) but also keeping in mind a selection criteria
⚬ Prioritize journal articles; books
 Literature Scanning
Steps in conducting a literature search:

3 - Skim through the articles and select those that are relevant to your initial topic

⚬ Aim for efficiency

⚬ PRO TIP: Only read the following:
￭ Abstract
￭ Introduction (locate the research problem/ objective: "what did the authors want to find out?)
￭ Methodology ("what did they do to find the answers they are looking for?"
￭ Results (what did they find out?)
￭ Bonus: references
Literature Scanning
Steps in conducting a literature search:

4 - Build your literature map.

• This is a visual picture (or figure) of groupings of literature on the topic that illustrates how your

particular study will add to the existing literature

5 - As you build the literature map, you may also begin working on your literature review matrix

(a lesson for the next session!)

A literature map is both an organizational and a reflexive tool.

Helps the researcher

⚬ build connections between scholarly articles

⚬ develop an understanding of the key themes and issues in the literature
⚬ refine your topic and identify where to place your study in the literature
 What is a Research Gap?

v Is a question or a problem that has not

been answered by any of the existing
studies or research within your field.
Sometimes, a research gap exists when
there is a concept or new idea that hasn't
been studied at all.
v A topic or area for which missing or
insufficient information limits the ability to
reach a conclusion for a question.
Potential Research Gap 1:
Intrinsic motivations behind the dimensions of
sustainable entrepreneurship
Potential Research Gap 2: Investigating the triple bottom line to
determine if it is truly an effective measure for an organization’s
overall sustainability performance.
Potential Research Gap 3: Revisiting the sustainable
entrepreneurship model to include cultural and technological
aspect.
Assignment: Preliminary Research Gaps (Due in 1 week)

Group Task Instructions:

In your groups, create a literature map and identify at least two preliminary research
gaps, using only recent sources from the last five years.
Submission Requirements:
Prepare a slide deck with the following content:
Slide 1: Group Number and Last Names
Slide 2: Literature Map
Slide 3: At least Two Preliminary Research Gaps Identified
Slide 4: References
Ensure clarity and proper citation for all sources. Assign a group member to present the
preliminary research gaps identified through the literature mapping.