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Chapter 1
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LEARNING OUTCOMES
After studying this chapter, you should
1. Understand how research contributes to business success 2. Know how to define business research 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 technology and internationalization are changing business research
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Not-for-profit organizations and governmental agencies can use research in much the same was as managers in for-profit organizations.
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Example:
Do consumers experience cognitive dissonance in low-involvement situations? Does employee tenure with a company influence productivity?
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EXHIBIT 1.1
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EXHIBIT 1.2
Business Orientations
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Will the payoff or rate of return be worth the investment? Will the information improve the quality of the managerial decision enough to warrant the expenditure? Is the expenditure the best use of the available funds? 1 13
EXHIBIT 1.3
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