Ebook Business research methods (8th edition): Part 1
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Ebook Business research methods (8th edition): Part 1
www.downloadslide.comwww.downloadslide.comCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how res Ebook Business research methods (8th edition): Part 1search contributes to business success2Know how to define business research3Understand the difference between basic and applied business research4Understand how research activities can be used to address business decisions5Know when business research should and should not be conducted6Appreciate the Ebook Business research methods (8th edition): Part 1 way that technology and Internationalization are changing business researchChapter Vignette: "If It Quacks Like a Duck?""If you're hurt and you missEbook Business research methods (8th edition): Part 1
work*: This is the tag line for one of the most popular U.S. advertis-zing campaigns—for AFLAC Insurance. The tag line is accompanied by the familiar www.downloadslide.comwww.downloadslide.comCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how res Ebook Business research methods (8th edition): Part 1erformance? Certainly, AFLAC’s business strategy goes beyond creating the most popular duck since Donald!Throughout its thirty-year history, AFLAC, like other firms, has faced important business decisions about how to create brand awareness, how to build consumer knowledge of the brand, and how to b Ebook Business research methods (8th edition): Part 1uild sales and loyalty. Leading up to these decisions, the firm must first assess Its current situation and its brand awareness relative to its competEbook Business research methods (8th edition): Part 1
itors. Approximately two dozen AFLAC duck commercials ago, research revealed that most consumers were unaware of AFLAC. The vastmajority of consumers www.downloadslide.comwww.downloadslide.comCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how res Ebook Business research methods (8th edition): Part 1prisingly, these companies enjoyed greater market share. Based on this research, AFLAC decided to invest in a national television campaign to build awareness of the brand name—'AFFLLAAACCK!!* The phonic similarity to *QUACK* proved successful.Today, AFLAC has built great awareness of its name, but t Ebook Business research methods (8th edition): Part 1his hasn’t necessarily translated Into business success. Despite the tag line, fewer than 30 percent of consumers who recognize the name2www.downloadsEbook Business research methods (8th edition): Part 1
lide.comChapter 1: The Role of Business Researchknow that AFLAC specializes in supplemental disability insurance. This accounts for over three-fourthswww.downloadslide.comwww.downloadslide.comCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how res Ebook Business research methods (8th edition): Part 1Is addressing difficulties in creating the right knowledge of AFLAC. What communication strategy Is best for building knowledge? Can knowledge be built In the same way as awareness? Will knowledge lead to increased intentions to do business with AFLAC? What role does the company play compared to the Ebook Business research methods (8th edition): Part 1 AFLAC sales associates in creating company image? All of these are questions that should lie answered. Business research will be directed toward answEbook Business research methods (8th edition): Part 1
ering these questions. The information will then be used to try and erase the knowledge deficit faced by AFLAC. If the answers are half as effective awww.downloadslide.comwww.downloadslide.comCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how res Ebook Business research methods (8th edition): Part 1haping business strategy.’IntroductionThe recent history of AFLAC demonstrates the need for information in nuking informed decisions addressing key issues faced by all competitive businesses. Research can provide that information. Without it. business decisions involving both tactics and strategies Ebook Business research methods (8th edition): Part 1are made in the dark.We open with three examples illustrating how business decisions require intelligence and how research can provide that intelligenEbook Business research methods (8th edition): Part 1
ce. The following examples focus specifically on how researchcan lead to innovation in the form of new products, improvements in existing goods and sewww.downloadslide.comwww.downloadslide.comCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how res Ebook Business research methods (8th edition): Part 1ormation needs you may have in trying to build success for your company.Jelly Belly brand traditionally offered fifty official jelly bean flavors. However, research input from customers has helped that number grow and now Jelly Belly even has a variety of specialty beans. Consumers willingly submitt Ebook Business research methods (8th edition): Part 1ed new flavor ideas as part of the Jelly Belly Dream Bean Contest (http-j/www^imn-beaiKontotxom). hl return, the consumers received an opportunity toEbook Business research methods (8th edition): Part 1
win prizes. The company receives some really ort-the-wall flavor ideas. Among the strangest are flavors such as Dill Pickle. Rotten Egg.Taco. Burned Bwww.downloadslide.comwww.downloadslide.comCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how res Ebook Business research methods (8th edition): Part 1the winning flavor was Acai Berry, which beat out other finalist flavors such as Sublime Chili Lime.Thai Iced Tea. and Mojito.More recently. Jelly Belly is trying to capitalize on consumers'desires for sports performance products. Survey research suggests that consumers would respond favorably to fo Ebook Business research methods (8th edition): Part 1od and drink products providing benefits that improve one's ability to exercise.’As a result,Jelly Belly has intro-duced Sport Beans. Sport Beans contEbook Business research methods (8th edition): Part 1
ain added electrolytes, carbo-hydrates.and vitamins designed to provide added energy and alertness. In addition, all the strange flavor suggestions alwww.downloadslide.comwww.downloadslide.comCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how res Ebook Business research methods (8th edition): Part 1hat look identical, so consumers never know which one they are getting. The product provides added value through the fun that comes with all the potential surprises. A Skunk Spray bean looks exactly like a Licorice bean. So, the bean lover never is sure when the bean will bamboozle!Jelty Belly brand Ebook Business research methods (8th edition): Part 1's market research has capitalized on consumers'desires to produce fifty varieties of felly beans OS well as recipes on how to create snacks with themEbook Business research methods (8th edition): Part 1
.SHV1IATW ATWAiir » *SllbrX13ai1ZEC«KVaAs a user of this book, you can take part in a real business research survey. In each chapter, we'll refer backwww.downloadslide.comwww.downloadslide.comCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how res Ebook Business research methods (8th edition): Part 1oaches by referring back to some question contained in thewww.downloadslide.comwww.downloadslide.comCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how resGọi ngay
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