Business research method 8th edition
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Business research method 8th edition
Zikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how research contrib Business research method 8th edition butes 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 way that tec Business research method 8th edition hnology and Internationalization are changing business researchChapter Vignette: "If It Quacks Like a Duck?"'If you're hurt and you miss work*: This iBusiness research method 8th edition
s the tag line for one of the most popular U.S. advertis-ing campaigns—for AFLAC Insurance. The tag line is accompanied by the familiar Pekin duckconsZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how research contrib Business research method 8th edition nly to the Mars M&M’s characters. But how has 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 d Business research method 8th edition ecisions 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 deBusiness research method 8th edition
cisions, the firm must first assess its current situation and its brand awareness relative to its competitors. Approximately two dozen AFLAC duck commZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how research contrib Business research method 8th edition surance 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!!* The Business research method 8th edition phon* similarity to *QUACK* proved successful.Today. AFLAC has built great awareness of its name, but this hasn't necessarily translated into businesBusiness research method 8th edition
s success. Despite the tag line, fewer than 30 percent of consumers who recognize the name2Chapter 1: The Role of Business Researchknow that AFLAC speZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how research contrib Business research method 8th edition ial 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 in Business research method 8th edition tentions to do business with AFLAC? What role does the company play compared to the AFLAC sales associates in creating company image? All of these areBusiness research method 8th edition
questions that should lie answered. Business research will be directed toward answering these questions. The information will then be used to try andZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how research contrib Business research method 8th edition dous 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 making informed decisions addressing key issues faced by all competitive businesses. Research can provide tha Business research method 8th edition t informa-tion. Without it. business decisions involving both tactics and strategies are made in the dark.We open with three examples illustrating howBusiness research method 8th edition
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 to1Understand how research contrib Business research method 8th edition self 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. Howewr. research input from customers has helped that number grow a Business research method 8th edition 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 ContestBusiness research method 8th edition
(http^?wwwair*ambeBusiness research method 8th edition
ability to exercise.'As a result,Jelly Belly has intro-duced Sport Beans. Sport Beans contain added electrolytes, carbohydrates, and vitamins designedZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how research contrib Business research method 8th edition bean 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 fan that comes with all the potential surprises. A Skunk Spray bean looks exactly like a Li Business research method 8th edition corice bean. So, the bean lover never is sure when the bean will bamboozle!Jefty Belly brand's market research has capitalized on consumers' desires tBusiness research method 8th edition
o produce fifty varieties of/edy beans as well as recipes on how to create snacks with them.c KANK>:u’LiDC(XRTTVf cr .iH’orj-Y ILLY ILANSAs a user of Zikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how research contrib Business research method 8th edition nts about business research. For instance, we can easily illustrate different types of survey approaches by referring back to some question contained in thesurvey. In later chapters, your insưuctor will pro vide you with a way to access not only the data from your particular class, but also data fro Business research method 8th edition m all users. This data 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 to1Understand how research contribZikmund • BabinCarr • GriffinCHAPTER 1 THE ROLE OF BUSINESS RESEARCHAfter studying this chapter, you should be able to1Understand how research contribGọi ngay
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