1. Lecture 1 Ms Farha Hassan

7. Business research is defined as the systematic and objective process of generating information for help in making business decisions.

9. Basic research Applied research

15. COMPLETELY CERTAIN ABSOLUTE AMBIGUITY CAUSAL OR DESCRIPTIVE EXPLORATORY

16. Exploratory Research Descriptive Research Causal Research (Unaware of Problem) (Aware of Problem) (Problem Clearly Defined) “ Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why.” our product? Who buys our our products in a new package? competitor’s product?” “ Would people be interested “Which of two advertising in our new product idea?” “What features do buyers prefer campaigns is more effective?” in our product?” possible situation

17. Exploratory Research Secondary data Experience survey Pilot studies

20. I keep six honest serving men, (they taught me all I knew), their names are --Rudyard Kipling what, and why, and when, and how, and where and who.”