Professional Documents
Culture Documents
Research Methods
William G. Zikmund
Chapter 1:
The Role of Business Research
Aon Waqas AWAN
Business Research Defined
Type of Information
Application Objectives
Sought
Exploratory Quantitative
Pure Research Research
Research
Descriptive Qualitative
Applied Research Research
Research
Correlation
Research
Explanatory
Research
Business Research
• Research information is neither intuitive nor
haphazardly gathered.
• Literally, research (re-search) -“search
again”
• Business research must be objective
• Detached and impersonal rather than biased
• It facilitates the managerial decision process
for all aspects of a business.
Aon Waqas AWAN
I don’t know
if we
Information should
offer on-site
Reduces child care?
Uncertainty
Basic research
Applied research
No No No No