Instructor Manual
Business Research Methods, 9th edition
by William Zikmund, Barry Babin
TU
TO
R
G
U
R
U
, TABLE OF CONTENT
Part 1: Introduction
Ch 1: The Role of Business Research
Ch 2: Information Systems and Knowledge Management
Ch 3: Theory Building
Ch 4: The Business Research Process: An Overview
Ch 5: The Human Side of Business Research: Organizational and Ethical Issues
Part 2: Beginning Stages of the Research Process
Ch 6: Problem Definition: The Foundation of Business Research
Ch 7: Qualitative Research Tools
Ch 8: Secondary Data Research in a Digital Age
TU
Part 3: Research Methods for Collecting Primary Data
Ch 9: Survey Research: An Overview
Ch 10: Survey Research: Communicating with Respondents
Ch 11: Observation Methods
Ch 12: Experimental Research
TO
Part 4: Measurement Concepts
Ch 13: Measurement and Scaling Concepts
Ch 14: Attitude Measurement
Ch 15: Questionnaire Design
Part 5: Sampling and Fieldwork
R
Ch 16: Sampling Designs and Sampling Procedures
Ch 17: Determination of Sample Size: A Review of Statistical Theory
Ch 18: Fieldwork
G
Part 6: Data Analysis and Presentation
Ch 19: Editing and Coding: Transforming Raw Data into Information
U
Ch 20: Basic Data Analysis: Descriptive Statistics
Ch 21: Univariate Statistical Analysis
Ch 22: Bivariate Statistical Analysis: Differences between Two Variables
R
Ch 23: Bivariate Statistical Analysis: Measures of Association
Ch 24: Multivariate Statistical Analysis
Ch 25: Communicating Research Results: Report Generation, Oral Presentation, and Follow-
U
Up
Part 7: Comprehensive Cases with Computerized Databases
, Part One
Introduction
Chapter 1
The Role of Business Research
TU
AT-A-GLANCE
I. The Nature of Research
A. Business research defined
B. Applied and basic business research
C. The scientific method
TO
II. Managerial Value of Business Research
A. Identifying problems or opportunities
B. Diagnosing and assessing problems or opportunities
C. Selecting and implementing a course of action
D. Evaluating the course of action
R
III. When Is Business Research Needed?
A. Time constraints
B. Availability of data
G
C. Nature of the decision
D. Benefits versus costs
VI. Business Research in the 21st Century
U
A. Communication Technologies
B. Global business research
LEARNING OUTCOMES
R
1. Understand how research contributes to business success
2. Know how to define business research
U
3. Understand the difference between basic and applied business research
4. Understand how research activities can be used to address business decisions
5. Know when business research should and should not be conducted.
6. Appreciate the way that technology and internationalization are changing business research.
CHAPTER VIGNETTE: ESPN Hits a Home Run by Leveraging the
Power of its Business Research
1
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or po site, in whole or in part.
, 2 Part One: Introduction
The Entertainment and Sports Programming Network (ESPN) was launched in 1979 and has
become a media juggernaut, expanding globally and in every possible outlet. ESPN.com is one
of the most visited sites on the World Wide Web. Information has been slowly accumulating as
people interact with ESPN content, but this information was located in separate databases and
across different operating units. ESPN partnered with Quaero, a business research company that
specializes in customer intelligence, integrating databases and learning more about how fans use
their media, and what specifically they were looking for. Enhancing the fan’s experience had
bottom-line implications for their revenue and the revenue of their advertisers. It was business
research that made this possible.
SURVEY THIS!
TU
This feature allows students to better understand the researcher’s job in determining what
information is needed so that data can be analyzed and become intelligence. This first interaction
with the “Survey This!” feature is for students to play the role of respondent and respond to the
survey. Instructors need to provide instructions to access the questionnaire via the Internet.
TO
RESEARCH SNAPSHOTS
➢ Harley-Davidson Goes Abroad
Before Harley-Davidson goes overseas, it must perform considerable research on that
market. Consumers in some countries might prefer economical and practical motor bikes
R
(e.g., France or Italy); others might find Harley more prestigious. Harley learned that
positive consumer opinions and a booming economy were not enough to move into India
because high duties and emission rules would make them cost prohibitive. One
opportunity for Harley to investigate is the growing U.S. women’s market for bikes,
G
which has nearly doubled since 1990.
➢ Business Class Success?
Overseas business class airfares often cost between $5,000 and $10,000. Research shows
U
that business class travelers want comfort, quality food, and convenience on boarding. A
few startup airlines are offering “discount” business-class only airlines. That is, no coach
class seats and business class seats with fares ranging between $1,600 and $3,800.
R
However, the startups failed. Could more effective business research have determined
these were not feasible business ventures?
➢ “Jacques” Daniels
U
U.S. distilled spirits sales have declined over the last 10-15 years as more Americans turn
to wine or beer. As a result, these marketers have increased efforts to expand into
international markets. The producers of Jack Daniels conducted research and learned that
(1) Japanese consumers use Jack Daniels as a dinner beverage, (2) Australian consumers
mostly consume distilled spirits in their homes, (3) British consumers also like mixed
drinks, but they usually partake in bars and restaurants, and (4) in China and India,
consumers more often choose counterfeit or “knock-offs” to save money. One-half of all
Jack Daniels sold is now sold outside of the U.S.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted whole or in part.
Business Research Methods, 9th edition
by William Zikmund, Barry Babin
TU
TO
R
G
U
R
U
, TABLE OF CONTENT
Part 1: Introduction
Ch 1: The Role of Business Research
Ch 2: Information Systems and Knowledge Management
Ch 3: Theory Building
Ch 4: The Business Research Process: An Overview
Ch 5: The Human Side of Business Research: Organizational and Ethical Issues
Part 2: Beginning Stages of the Research Process
Ch 6: Problem Definition: The Foundation of Business Research
Ch 7: Qualitative Research Tools
Ch 8: Secondary Data Research in a Digital Age
TU
Part 3: Research Methods for Collecting Primary Data
Ch 9: Survey Research: An Overview
Ch 10: Survey Research: Communicating with Respondents
Ch 11: Observation Methods
Ch 12: Experimental Research
TO
Part 4: Measurement Concepts
Ch 13: Measurement and Scaling Concepts
Ch 14: Attitude Measurement
Ch 15: Questionnaire Design
Part 5: Sampling and Fieldwork
R
Ch 16: Sampling Designs and Sampling Procedures
Ch 17: Determination of Sample Size: A Review of Statistical Theory
Ch 18: Fieldwork
G
Part 6: Data Analysis and Presentation
Ch 19: Editing and Coding: Transforming Raw Data into Information
U
Ch 20: Basic Data Analysis: Descriptive Statistics
Ch 21: Univariate Statistical Analysis
Ch 22: Bivariate Statistical Analysis: Differences between Two Variables
R
Ch 23: Bivariate Statistical Analysis: Measures of Association
Ch 24: Multivariate Statistical Analysis
Ch 25: Communicating Research Results: Report Generation, Oral Presentation, and Follow-
U
Up
Part 7: Comprehensive Cases with Computerized Databases
, Part One
Introduction
Chapter 1
The Role of Business Research
TU
AT-A-GLANCE
I. The Nature of Research
A. Business research defined
B. Applied and basic business research
C. The scientific method
TO
II. Managerial Value of Business Research
A. Identifying problems or opportunities
B. Diagnosing and assessing problems or opportunities
C. Selecting and implementing a course of action
D. Evaluating the course of action
R
III. When Is Business Research Needed?
A. Time constraints
B. Availability of data
G
C. Nature of the decision
D. Benefits versus costs
VI. Business Research in the 21st Century
U
A. Communication Technologies
B. Global business research
LEARNING OUTCOMES
R
1. Understand how research contributes to business success
2. Know how to define business research
U
3. Understand the difference between basic and applied business research
4. Understand how research activities can be used to address business decisions
5. Know when business research should and should not be conducted.
6. Appreciate the way that technology and internationalization are changing business research.
CHAPTER VIGNETTE: ESPN Hits a Home Run by Leveraging the
Power of its Business Research
1
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or po site, in whole or in part.
, 2 Part One: Introduction
The Entertainment and Sports Programming Network (ESPN) was launched in 1979 and has
become a media juggernaut, expanding globally and in every possible outlet. ESPN.com is one
of the most visited sites on the World Wide Web. Information has been slowly accumulating as
people interact with ESPN content, but this information was located in separate databases and
across different operating units. ESPN partnered with Quaero, a business research company that
specializes in customer intelligence, integrating databases and learning more about how fans use
their media, and what specifically they were looking for. Enhancing the fan’s experience had
bottom-line implications for their revenue and the revenue of their advertisers. It was business
research that made this possible.
SURVEY THIS!
TU
This feature allows students to better understand the researcher’s job in determining what
information is needed so that data can be analyzed and become intelligence. This first interaction
with the “Survey This!” feature is for students to play the role of respondent and respond to the
survey. Instructors need to provide instructions to access the questionnaire via the Internet.
TO
RESEARCH SNAPSHOTS
➢ Harley-Davidson Goes Abroad
Before Harley-Davidson goes overseas, it must perform considerable research on that
market. Consumers in some countries might prefer economical and practical motor bikes
R
(e.g., France or Italy); others might find Harley more prestigious. Harley learned that
positive consumer opinions and a booming economy were not enough to move into India
because high duties and emission rules would make them cost prohibitive. One
opportunity for Harley to investigate is the growing U.S. women’s market for bikes,
G
which has nearly doubled since 1990.
➢ Business Class Success?
Overseas business class airfares often cost between $5,000 and $10,000. Research shows
U
that business class travelers want comfort, quality food, and convenience on boarding. A
few startup airlines are offering “discount” business-class only airlines. That is, no coach
class seats and business class seats with fares ranging between $1,600 and $3,800.
R
However, the startups failed. Could more effective business research have determined
these were not feasible business ventures?
➢ “Jacques” Daniels
U
U.S. distilled spirits sales have declined over the last 10-15 years as more Americans turn
to wine or beer. As a result, these marketers have increased efforts to expand into
international markets. The producers of Jack Daniels conducted research and learned that
(1) Japanese consumers use Jack Daniels as a dinner beverage, (2) Australian consumers
mostly consume distilled spirits in their homes, (3) British consumers also like mixed
drinks, but they usually partake in bars and restaurants, and (4) in China and India,
consumers more often choose counterfeit or “knock-offs” to save money. One-half of all
Jack Daniels sold is now sold outside of the U.S.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted whole or in part.
