arm lecture one

8/2/2019 ARM Lecture One

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Advance Research Methods

When you are willing to make sacrifices for a

great cause, you will never be alone.

Salman Ahmed Rabbani

Springs, 2012

Tuesdays; 6:309:30 pm


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Todays Agenda

Introductions

Instructor

Students

Course Details Objectives

Learning Outcomes

Course Outline

Teaching Philosophy

Topic One: Introduction toResearch in Business

When I started out in business, I

spent a great deal of time

researching every detail that

might be pertinent to the deal and

business I was interested in

making and doing. I still do the

same today. People often

comment on how quickly Ioperate, but the reason I can

move quickly is that Ive done the

background work first, which no

one usually sees. I prepare myself

thoroughly, and then when it is

time to move ahead, I am ready

to sprint

Donald Trump
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Introduction - Instructor

Salman A Rabbani

Pharmacy Graduate from University of Karachi in 1984

MBA in Marketing and Marketing Research from Berkeley, CA, USA in1987

24 years of corporate management, research and training experience inPakistan and MENA

Senior Consultant; Research and CRM Strategy and Healthcare BusinessDevelopment

&

Faculty; Comparative Systems & ARM - SZABIST, Business Strategy &Branding - Bahria & Planning & Control - BIZTEK


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Introduction - Instructor

Oasis InsightsDirector of Healthcare Business, B2B andCorporate Marketing

SPIMACO (Saudi Pharmaceutical Company)Marketing

Research Strategy Manager, Exports Manager and GlobalMarketing Services Manager

GSKMarketing Analyst, Marketing Research Manager, Product

Manager and Business Intelligence Manager


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Introduction - You

Your Name (Nearly impossible to change now)

What do you do? (Still something could be done)

What are you aiming for? (A lot can be done)


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IntroductionYour Expectations

From the Course & Program

Class Discussion


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Teaching Philosophy

Course Objectives & Requirements

Instructors Background & Orientation

Students Profiles & Aspirations

Interaction & RelationshipsWillingness to Learn


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Introduction to Business Research

Topic OneClass One


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Understanding of Business & ResearchAn Open/Interactive Discussion

What is Business?

&

What is Research?


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Business Research - Defined

Business research is a systematic and organized effort to investigate aspecific problem encountered in the work setting that needs asolution.

The research provides the needed information that guides managersto make informed decisions to successfully deal with problems

Research relating to a specific company or a business sector

In general, business research refers to any type of researching donewhen starting or running any kind of business

An organized, systematic, data-based, critical, objective, scientificinquiry or investigation into a specific problem, undertaken with thepropose of finding answers or solutions to it.


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Business Research - Defined

Business research is defined as

the systematic and objective process of

generating information for aid in

making business decisions

Search for knowledgea French word to

look for

Presented or formulated

as a coherent body

of ideas and

regulations

Something that ones

efforts or actionsare intended to attain

or accomplish

Determination, as of

a question or doubt,

by making a judgment


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Methods & Methodology

Research Methods:Research Methods refers to specific activities designed togenerate data i.e. questionnaires, focus groups, interviews,observation

Research Methodology:

Research Methodology is about the attitude to andunderstanding of research and strategy chosen to answerresearch questions


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Business ResearchWhy ?

Manager are separated from:

Customers,

Markets,New trends shaping up and

Changing dynamics

So, they need timely, pertinent, cost effective, accurate andreliable information to base their business decisions for

higher returns


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Business Research - Nature Identified

Business Research - As an economic resource

Business Research - As a system of authority

Business Research - As an activity of businessmanagement

Business Research - As a Team effort

Business Research - AS an art or science

Business Research - As a profession

Business Research - As an interdisciplinary system


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Business ResearchObjectives Served

1. To gain familiarity with a phenomenon or to explore new ideasi.e. Will it (idea)work? Why it is happening out there?

2. To portray accurately the characteristics of a particular

individual, situation or a group i.e. Why they (customer group)want? What they have in common?

3. To determine the frequency with which something occurs orwith which it is associated i.e. How many time they would myproduct? How many of this type are there?

4. To establish a cause and effect relationship and test therelationship between two variables i.e. Is this (decline)because of A or B or both or none


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Business ResearchValue Chain Perspective

Knowledge(Information endowed

with meaning)

Data(Numbers & words)

Decision Making(Processes outcomes)

Implementing

Action(Expertise in measurement)

Information(Data with structure)

Research Components

Decision Making Components


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Scope of Business Research

I

Company/Business:Markets

Marketing

Employees

Financials

Operations

Industry

Economy/International

Research to support

PEST Analysis:

PPolitical

E - Economy

SSocial

T - Technological

Research to support

SWOTAnalysis:

OOpportunities

TThreats

Research to support:

SWOT AnalysisSStrengths

W - Weaknesses

Market analysis

Marketing decision making

(product research,

advertising research, pricing

Research, etc)

employee satisfactionresearch


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Major Areas of Business Research

General Business Conditions & Corporate Research

Financial & Accounting Research

Research Management & Organization Behavior

Sales and Marketing Research

Information Systems Research

Corporate Responsibility Research


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Types of Business Research

Basic Research

Applied Research


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Types of Business ResearchBasic Research

Attempts to expand the limits of knowledge

Not directly involved in the solution to a pragmaticproblem

To test theory or to discover more about a concept


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Types of Business ResearchBasic Research

Some Examples:

Is executive success correlated with high need for

achievement?

Are members of highly cohesive work groups moresatisfied than members of less cohesive workgroups?

Do consumers experience cognitive dissonance inlow-involvement situations?


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Types of Business ResearchApplied Research

Conducted when a decision must be made abouta specific real-life problem


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Types of Business ResearchApplied Research

Some Examples: Should McDonalds add Italian pasta dinners to its menu?

Business research told McDonalds it should not?

Should Procter & Gamble add a high-priced home teethbleaching kit to its product line?

Research showed Crest White strips would sell well at

a retail price of $44

Should SK&F conduct concept testing for the introductorybrochure of a major launch

_ Testing highlighted 13 major improvements


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Business ResearchValue of Skills

Manager as research-based decision maker

Subordinate employee as researcher

Manager as research services buyer orevaluator

Research specialist


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Business ResearchManagerial Value

Identifying Problems & Opportunities

Diagnosis & Assessment

Selecting & Implementing a course ofAction

Evaluating the Course of Action


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Business ResearchCareer Aspects

Doers UsersDecision

Making

Research Providers/Agencies:

AC Neilson

Oasis Insights

IMS HealthAftab Associates /TNS

SMAR

In-house functions

Consulting Companies

Corporate Sector

FMCG

Pharma

Service Industry

Institutions

Consulting Groups

arm lecture one

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