Lesson-15--Business-Research--旅游管理专业英语PPT课件

1、Business Research Lesson 15 ContentsBusiness Environment 1Business Research 2Characteristics of Business Research 3Management and Research 4THE END1. Business EnvironmentChanges in the business environment. Factors which characterize the complex business decision-making environment. ChangesSocial an

2、d political mandates of national public policy, explosive technology growth, and continuing innovations in global communications. Others from mergers, trade policies, protected markets, technology transfers, and macroeconomic savings-investment issues. FactorsThere are more variables to consider in

3、every decision. More knowledge exists in every field of management. Global and domestic competition is more vigorous, with many businesses downsizing to refocus on primary competencies, reduce costs, and make competitive gains. The quality of theories and models to explain tactical and strategic res

4、ults is improving.FactorsGovernment continues to show concern with all aspects of society, becoming increasingly aggressive in protecting these various publics. The explosive growth of company sites on the World Wide Web and company publications via desktop and electronic publishing have brought the

5、 prospect of extensive new arrays of information but information quality is increasingly suspect. FactorsWorkers, shareholders, customers, and the general public are demanding to be included in company decision making. Organizations are increasingly practicing data mining, learning to extract meanin

6、gful knowledge from volumes of data contained within internal databases. Computer advances have allowed businesses to create the architecture for data warehousing, electronic storehouses where vast arrays of collected, integrated data are ready for mining. FactorsThe power and ease of use of todays

7、computer have given us the capability to analyze data to deal with todays complex managerial problems. The number and power of the tools used to conduct research have increased, commensurate with the growing complexity of business decisions.Data miningIt describes the concept of discovering knowledg

8、e from database. The idea behind data mining is the process of identifying valid, novel, useful, and ultimately understandable patterns in data. Data warehousingIt organizes large volumes of data into categories to facilitate retrieval, interpretation, and sorting by end-users.It provides an accessi

9、ble archive to support dynamic organizational intelligence applications. 2. Business ResearchTo do well in such an environment, what does a manager need to understand?Definition of research.Business research operates in a less favorable environment than physical sciences.Advancement of business rese

10、arch in the scientific arena. UnderstandHe will need to understand how to identify quality information and to recognize the solid, reliable research on which his high-risk decisions as a manager can be based.These skills requires understanding of scientific method.Scientific methodA method of proced

11、ure that has characterized natural science since the 17th century.Consisting in systematic observation, measurement, and experiment, and the formulation, testing, and modification of hypotheses. Definition of researchThere are mainly four types of studies: reporting, descriptive, explanatory, and pr

12、edictive. Any of it can be called research.Research & Business research.ReportingIt may be made only to provide an account or summary of some data, perhaps the generalization of some statistics. It calls for knowledge and skill with information sources and gatekeepers of information sources. Such a

13、study usually requires little inference or conclusion drawing.DescriptiveIt tries to discover answers to the questions who, what, when, where, and sometimes how. The researcher attempts to describe or define a subject, often by creating a profile of a group of problems, people or events. Explanatory

14、It goes beyond description and attempts to explain the reasons for the phenomenon that the descriptive study only observed.The researcher uses theories or at least hypotheses to account for the forces that caused a certain phenomenon to occur.PredictiveIf we can provide a plausible explanation for a

15、n event after it has occurred, it is desirable to be able to predict when and in what situations the event will occur. In business research, prediction is found in studies conducted to evaluate specific courses of action or to forecast current and future values.ResearchIt is the systematic investiga

16、tion into and study of materials and sources in order to establish facts and reach new conclusions. Business researchA systematic inquiry that provides information to guide business decisions.Less favorable environmentResearch methods and findings cannot be patented, and sharing findings often resul

17、ts in a loss of competitive advantage. Physical research is normally conducted under controlled laboratory conditions; business researches seldom do. People do not easily accept research findings that differ from their opinions. AdvancementNew techniques are being developed, and rigorous research pr

18、ocedures are advancing rapidly. One outcome of these trends is that research-based decision making will be more widely used in the future than it has been in the past. 3. Characteristics of Business ResearchCharacteristics of good research.These nine criteria are especially appropriate to guide rese

19、arch done by managers themselves.Characteristics of good researchPurpose clearly defined. Research process detailed. Research design thoroughly planned. High ethical standards applied. Limitations frankly revealed. Characteristics of good researchAdequate analysis for decision makers needs. Findings

20、 presented unambiguously. Conclusions justified. Researchers experience reflected. PurposeThe purpose means the problem involved or the decision to be made.It should be clearly defined and sharply delineated in terms as unambiguous as possible. Unambiguous: adj. Having or exhibiting no ambiguity or

21、uncertainty; clear.ProcessThe research procedures used should be described in sufficient detail to permit another researcher to repeat the research. Design The procedural design of the research should be carefully planned to yield results that are as objective as possible. Ethical standards A resear

22、ch design that includes safeguards against causing mental or physical harm to participants, and makes data integrity a first priority, should be highly valued. Safeguard: n. A precautionary measure.Integrity: adj. The quality or condition of being whole or undivided; completeness.Limitations The res

23、earcher should report, with complete frankness, flaws in procedural design and estimate their effect on the findings. Flaw: v. To make or become defective.Analysis Analysis of the data should be sufficiently adequate to reveal its significance, and the methods of analysis used should be appropriate.

24、 Findings presented unambiguously Presentation of data should be comprehensive, easily understood by the decision make, and organized so that the decision maker can readily locate critical findings.Conclusions justified Conclusions should be confined to those justified by the data of the research an

25、d limited to those for which the data provide an adequate basis. Confine: vt. To keep within bounds; restrict.Experience reflectedGreater confidence in the research is warranted if the researcher is experienced, has a good reputation in research, and is a person of integrity. Warrant: vt. To guarant

26、ee or attest to the quality, accuracy, or condition of.4. Management and ResearchInformation gathering is an integral part of any managers job. The relationship between researcher and manager.Conflict between researcher and manager.“Research generalist” The value of business research.Integral: adj.

27、Essential or necessary for completeness; constituent.Relationship They both have to fulfill their respective obligations and overcome several critical barrier to meet an effective working relationship.ObligationsManagers should specify their problems and provide researchers with adequate background information and access to company information gatekeepers. Researchers should provide data analyzed in terms of the problems specified, and also should point out the implications that flow from the results. ConflictThe