At first, I have a question again why we need to learn this subject in MBA?
This subject is too generic. If we need to know someone opinion, we just simply send out questionnaire. We just set the questions that we would like to know and let respondents answer. Then we just analyze the result that we get back.
When I study more and more, I found that BR is not simple like that. There is a systematic approach and standard procedures how to conduct research.
There are 2 type of research: Applied research (answer specific business questions) and Academic research (conduct to prove theory and set up new theory on top of existing academic research).
I just know from BR that we cannot simply create questions in the questionnaire. We need to follow well studied structure as framework. For example, if we want to know opinion of respondents on service improvement quality, we must use SERVQUAL instrument to do it.
There are 5 categories framework in SERVQUAL that already proved as best practice in measuring service in 5 dimensions
1) Tangible
2) Reliability
3) Responsiveness
4) Assurance
5) Empathy
We need to measure these independent requirements against customer behavioral intention
We need to set Hypotheses on our research and convert them into relationship between independent requirement and behavioral intention. After that, we must set the questionnaire in order to support Hypotheses base on 5 dimensions above.
Once we got the result from questionnaires, we must input them into SPSS and find correlation between each of requirement relationship. This is the difficult part to analyzing statistic data. You must know how to interpret data as well. At the end, you will know that the hypotheses that you set up are valid or not and what is the magnitude of each service items in each dimensions show strong impact on each customer behavior.
In my opinion, the BR method mentioned above try to eliminate bias and finding the blind spot of target audience to get real insight which sometimes the target audience also doesn’t realize the existing needs in their trait.
I got ‘A’ grade for this course although I don’t like it. But I heard that I may need to use it again for MBA project.
I found out that BR concept is old school method. I also found that MBA student may get more benefit to understand more about user experience though consumer journey (CJ). CJ is modern marketing research methodology to find consumer insight. With CJ, it also can help to understand clearly when to use IT solution at which CJ stage in order to acquire and retain consumers to advocate for our product brand. The most important thing is that consumer change their mind very fast by new digital trend. Business needs just more than CJ to react with no loyalty world by introduce design thinking method that can add on and adapt solution to always meet with customer needs.
Tickkv: Welcome to Tick's world 