Ebook Business research method (8th edition): Part 1
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Ebook Business research method (8th edition): Part 1
Zikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1.Understand how research contri Ebook Business research method (8th edition): Part 1 ibutes to business success2.Know how to define business research3.Understand the difference between basic and applied business research4.Understand how research activities can be used to address business decisions5.Know when business research should and should not be conducted6.Appreciate the way th Ebook Business research method (8th edition): Part 1 at technology and Internationalization are changing business researchChapter Vignette: "If It Quacks Like a Duck?"'If you're hurt and you miss work":Ebook Business research method (8th edition): Part 1
This is the tag line for one of the most popular U.S. advertis-3ing campaigns—for AFLAC Insurance. The tag line is accompanied by the familiar Pekin dZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1.Understand how research contri Ebook Business research method (8th edition): Part 1 only to the Mars M&M’s characters. But howhas the duck's favorable fan status affected AFLAC's business performance? Certainly, AFLAC's business strategy goes beyond creating the most popular duck since Donald! Throughout its thirty-yearhistory, AFLAC, like other firms, has faced important business Ebook Business research method (8th edition): Part 1 decisions about how to create brand awareness, how to build consumer knowledge of the brand, and how to build sales and loyalty. Leading up to these dEbook Business research method (8th edition): Part 1
ecisions, the firm must first assess its current situation and its brand awareness relative to its competitors. Approximately two dozen AFLAC duck comZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1.Understand how research contri Ebook Business research method (8th edition): Part 1 nsurance companies. Instead, names like Allstate, State Farm, and Prudential proved more familiar. Not surprisingly, 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!!’ Th Ebook Business research method (8th edition): Part 1 e phonic similarity to -QUACK* proved successful.Today, AFLAC has built great awareness of its name, but this hasn't necessarily translated into businEbook Business research method (8th edition): Part 1
ess success. Despite the tag line, fewer than 30 percent of consumers who recognize the name2Chapter 1: The Role of Business Researchknow that AFLAC sZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1.Understand how research contri Ebook Business research method (8th edition): Part 1 itial research suggested the need for building awareness, their more recent research is 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 Ebook Business research method (8th edition): Part 1 intentions to do business with AFLAC? What role does the company play compared to the AFLAC sales associates in creating company image? All of these aEbook Business research method (8th edition): Part 1
re questions that should lie answered. Business research will be directed toward answenng these questions. The information will then be used to try anZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1.Understand how research contri Ebook Business research method (8th edition): Part 1 ndous success. Thus, for AFLAC, as for many firms, research is an important tool in shaping business strategy.1IntroductionThe recent history of AFLAC demonstrates the need for information in nuking informed decisions addressing key issues faced by all competitive businesses. Research can provide th Ebook Business research method (8th edition): Part 1 at information. Without it. business decisions involving both tactics and strategies are made in the dark.We open with three examples illustrating howEbook Business research method (8th edition): Part 1
business decisions require intelligence and how research can provide that intelligence. The following examples focus specifically on how research canZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1.Understand how research contri Ebook Business research method (8th edition): Part 1 elf in the role of business manager as you read these examples and think about the information needs you may have in trying to buildsuccess for your company.Jelly Belly brand traditionally offered fifty official jelly bean flavors. However, research input from customers has helped that number grow a Ebook Business research method (8th edition): Part 1 nd now Jelly Belly even has a variety of specialty beans. Consumers willingly submitted new flavor ideas as part of the Jelly- Belly Dream Bean ContesEbook Business research method (8th edition): Part 1
t (httrK//wwwA**n’b*diKon««»txoin). In return, the consumers received an opportunity to win prizes. The company receives some really off-the-wall flavZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1.Understand how research contri Ebook Business research method (8th edition): Part 1 b so that people could vote for the flavor they most wanted to see introduced. In 2Ebook Business research method (8th edition): Part 1
bility to exercise.’As a result,Jelly Belly has intro-duced Sport Beans. Sport Beans contain added electrolytes, carbo-hydrates.and vitamins designed Zikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1.Understand how research contri Ebook Business research method (8th edition): Part 1 ean market. Bean-Boozled Jelly Beans combines a traditional flavor with an exotic flavor that 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 Lico Ebook Business research method (8th edition): Part 1 rice bean. So, the bean lover never is sure when the bean will bamboozle!Jefty Belly brand's market research has capitalized on consumers'desires to pEbook Business research method (8th edition): Part 1
roduce fifty varieties of felly beans as well as recipes on how to create snacks with them.c BAhK>a2ifDC(X«rtvor iiui'aru.YjiLYirAMssurvey. In later cZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1.Understand how research contri Ebook Business research method (8th edition): Part 1 can be used to illustrate some of the analytical approaches discussed in the closZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1.Understand how research contriGọi ngay
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