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Business Research: Methods, Types & Examples

Business research can be done for anything . Generally , when discussing business research design, people ask research questions to determine where money can be spent to increase sales, profits, or market share.

Such research is critical to making wise and informed decisions. Because of this, business research plays a vital role in understanding various aspects of a business environment.

What Is Business Research

Business research is the process of acquiring detailed information on all business areas and using such information to maximize the business’s sales and profit. Such a study helps companies determine which product/service is most profitable or in demand.

It can be stated as acquiring information or knowledge for professional or commercial purposes to determine a business’s opportunities and goals.

For example, a mobile company wants to launch a new model in the market but needs to be made aware of the dimensions of a mobile that are in most demand. Hence, the company conducts business research using various methods to gather information and to test market demand , which is then evaluated. Conclusions are drawn as to what dimensions are most in demand.

This will enable the researcher to make wise decisions about positioning his phone at the right price in the market and, hence, acquire a larger market share.

Types of Business Research and Methodologies

Business research is part of the business intelligence process. It is usually conducted to determine whether a company can succeed in a new region, understand its competitors, or select a marketing approach for a product. This research can be carried out using the  research process steps  in qualitative  or quantitative research methods.

Quantitative Research Methods

Quantitative research methods deal with numbers. They are systematic empirical investigations using statistical, mathematical, or computational techniques. Such methods usually start with data collection and then proceed to statistical analysis using various methods. The following are some research methods used to conduct business research.

1. Survey Research

Survey research is one of the most widely used methods of gathering data, especially for conducting business research. Surveys involve asking various survey questions to a set of audiences through various types, such as online polls, online surveys, questionnaires, etc. Nowadays, most major corporations use this method to gather data and use it to understand the market and make appropriate business decisions.

Various types of surveys, like cross-sectional studies , which need to collect data from a set of audiences at a given point in time, or longitudinal surveys, which need to collect data from a set of audiences across various time durations to understand changes in the respondents’ behavior, are used to conduct survey research. With technological advancement, surveys can now be sent online through email or social media .

For example: A company wants to know the NPS score for their website i.e. how satisfied are people who are visiting their website. An increase in traffic to their website or the audience spending more time on a website can result in higher rankings on search engines which will enable the company to get more leads as well as increase its visibility.

Hence, the company can ask people who visit their website a few questions through an online survey to understand their opinions or gain feedback and hence make appropriate changes to the website to increase satisfaction.

2. Correlational Research

Correlational research is conducted to understand the relationship between two entities and what impact each one of them has on the other. Using mathematical analysis methods, correlational research enables the researcher to correlate two or more variables .

Such research can help understand patterns, relationships, market research trends , etc. Manipulation of one variable can also yield the desired results. Generally, a conclusion cannot be drawn only based on correlational research.

For example, Research can be conducted to understand the relationship between colors and gender-based audiences. Using such research and identifying the target audience, a company can choose to produce particular-colored products for release in the market. This can enable the company to understand its products’ supply and demand requirements .

3. Causal-Comparative Research

Causal-comparative research is a method based on the comparison. It is used to deduce the cause-effect relationship between variables. Sometimes also known as quasi-experimental research, it involves establishing an independent variable and analyzing the effects on the dependent variable.

In such research, data manipulation is not done; however, changes are observed in the variables or groups under the influence of the same changes. Concluding such research is tricky as independent and dependent variables will always exist in a group. Hence, all other parameters must be considered before any inferences from the research are drawn .

For example: Research can be conducted to analyze the effect of good educational facilities in rural areas. Such a study can be done to analyze the changes in the group of people from rural areas when they are provided with good educational facilities and before that.

Another example is analyzing the effect of dams on farmers or crop production in an area.

4. Experimental Research

Experimental research is based on trying to prove a theory. Such research may be useful in business research as it can let the product company know some behavioral traits of its consumers, which can lead to more revenue. In this method, an experiment is carried out on a set of audiences to observe and later analyze their behavior when impacted by certain parameters.

For example: Experimental research was conducted recently to understand if particular colors have an effect on consumers’ hunger. A set of the audience was then exposed to those particular colors while they were eating, and the subjects were observed. It was seen that certain colors like red or yellow increase hunger.

Hence, such research was a boon to the hospitality industry. You can see many food chains like Mcdonalds, KFC, etc., using such colors in their interiors, brands, as well as packaging.

Another example of inferences drawn from experimental research, which is used widely by most bars/pubs across the world, is that loud music in the workplace or anywhere makes a person drink more in less time. This was proven through experimental research and was a key finding for many business owners across the globe.

5. Online Research / Literature Research

Literature research is one of the oldest methods available. It is very economical, and a lot of information can be gathered using such research. Online research or literature research involves gathering information from existing documents and studies, which can be available at Libraries, annual reports, etc.

Nowadays, with the advancement in technology, such research has become even more simple and accessible to everyone. An individual can directly research online for any information that is needed, which will give him in-depth information about the topic or the organization.

Such research is used mostly by marketing and salespeople in the business sector to understand the market or their customers. Such research is carried out using existing information that is available from various sources. However, care has to be taken to validate the sources from where the information is going to be collected.

For example , a salesperson has heard a particular firm is looking for some solution that their company provides. Hence, the salesperson will first search for a decision maker from the company, investigate what department he is from, and understand what the target company is looking for and what they are into.

Using this research, he can cater his solution to be spot on when he pitches it to this client. He can also reach out to the customer directly by finding a means to communicate with him by researching online.’

Qualitative Research Methods

Qualitative research is a method that is highly important in business research. It involves obtaining data through open-ended conversational means of communication. Such research enables the researcher to not only understand what the  audience  thinks but also why they think it.

In such research, in-depth information can be gathered from the subjects depending on their responses. Various types of qualitative research methods, such as interviews, focus groups, ethnographic research, content analysis, and case study research, are widely used.

Such methods are of very high importance in business research as they enable the researcher to understand the consumer. What motivates the consumer to buy and what does not is what will lead to higher sales, and that is the prime objective for any business.

The following are a few methods that are widely used by most businesses in today’s world :

1. Interviews

Interviews are somewhat similar to surveys, like sometimes they may have the same types of questions used. The difference is that the respondent can answer these open-ended questions at length, and the direction of the conversation or the questions being asked can be changed depending on the response of the subject.

Such a method usually gives the researcher detailed information about the perspective or opinions of its subject. Interviewing subject matter experts can also provide important information critical to some businesses.

For example, a telecom manufacturer interviewed a group of women to understand why they have fewer female customers. After interviewing them, the researcher understood that some of the models had fewer feminine colors , and females preferred not to purchase them.

Such information can be critical to a business such as a telecom manufacturer. Hence, it can be used to increase its market share by targeting women customers by launching some feminine colors in the market.

Another example would be to interview a subject matter expert in social media marketing. Such an interview can enable a researcher to understand why certain types of social media advertising strategies work for a company and why some of them don’t.

2. Focus Groups

Focus groups are a set of individuals explicitly selected to understand their opinions and behaviors. They are usually a small group that is selected keeping in mind the parameters for their target market audience to discuss a particular product or service. Such a method enables a researcher to have a larger sample than an interview or a case study while taking advantage of conversational communication.

Focus groups are also one of the best  examples of qualitative data in education . Nowadays, focus groups can also be sent  online surveys  to collect data and answer why, what, and how questions. Such a method is crucial for testing new concepts or products before they are launched in the market.

For example, Research is conducted with a focus group to understand what dimension of screen size is preferred most by the current target market. Such a method can enable a researcher to dig deeper to determine whether the target market focuses more on screen size, features, or phone colors . Using this data, a company can make wise decisions about its product line and secure a higher market share.

3. Ethnographic Research

Ethnographic research is one of the most challenging research but can give extremely precise results. Such research is used quite rarely, as it is time-consuming and can be expensive as well. It involves the researcher adapting to the natural environment and observing its target audience to collect data. Such a method is generally used to understand cultures, challenges, or other things that can occur in that particular setting.

For example: The world-renowned show “Undercover Boss” would be an apt example of how ethnographic research can be used in businesses. In this show, the senior management of a large organization works in his own company as a regular employee to understand what improvements can be made, what is the culture in the organization, and to identify hard-working employees and reward them.

It can be seen that the researcher had to spend a good amount of time in the natural setting of the employees and adapt to their ways and processes. While observing in this setting, the researcher could find out the information he needed firsthand without losing any information or any bias and improve certain things that would impact his business.

4. Case Study Research

Case study research is one of the most important types of business research. Most businesses use it as marketing collateral to attract more clients. It is conducted to assess customer satisfaction and document the challenges faced and the solutions provided by the firm .

These inferences are made to point out the benefits that the customer enjoyed when choosing their specific firm. Such research is widely used in other fields like education, social sciences, and similar. Businesses provide case studies to new clients to showcase their capabilities, and hence, such research plays a crucial role in the business sector.

For example: A services company has provided a testing solution to one of its clients. A case study research is conducted to find out what were the challenges faced during the project, what was the scope of their work, what objective was to be achieved, and what solutions were given to tackle the challenges.

The study can end with the benefits that the company provided through its solutions, like reduced time to test batches, easy implementation or integration of the system, or even cost reduction. Such a study showcases the capability of the company, and hence it can be stated as empirical evidence of the new prospect.

5. Website Visitor Profiling/Research

Website intercept surveys or website visitor profiling/research are new and quite helpful in the business sector. They are an innovative approach to collecting direct feedback from your website visitors using surveys. In recent times, a lot of business generation has happened online, and hence, it is important to understand your website visitors as they are your potential customers.

Collecting feedback is critical to any business, as no business can be successful without understanding customers. To stay on top, a company has to keep its customers satisfied and try to make them loyal customers.

A website intercept survey is an online survey that allows you to target visitors to understand their intent and collect feedback to evaluate the customers’ online experience. This can collect information like visitor intention, behavior path, and satisfaction with the overall website.

Depending on the information a company seeks , multiple forms of website intercept surveys can be used to gather responses. Some popular ones are pop-ups, also called modular boxes, and on-page surveys.

For example , a prospective customer is looking for a particular product that a company is selling. Once he is directed to the website, an  intercept survey  starts noting his intent and path. Once the transaction has been made, a pop-up or an on-page survey is provided to the customer to rate the website.

Such research enables the researcher to use this data effectively, understand the customers’ intent and path, and improve any parts of the website depending on the responses. This, in turn, would lead to satisfied customers and, hence, higher revenues and market share.

Advantages of Business Research

• Business research helps to identify opportunities and threats.
• It helps identify research problems , and using this information, wise decisions can be made to tackle the issue appropriately.
• It helps to understand customers better and can help communicate better with the customers or stakeholders.
• Risks and uncertainties can be minimized by conducting business research in advance.
• Financial outcomes and investments that will be needed can be planned effectively using business research.
• Such research can help track competition in the business sector.
• Business research can enable a company to make wise decisions as to where to spend and how much.
• Business research can enable a company to stay up-to-date with the market and its trends, and appropriate innovations can be made to stay ahead.
• Business research helps to measure reputation management .

Disadvantages of Business Research

• Business research can be a high-cost affair
• Most of the time, business research is based on assumptions
• Business research can be time-consuming
• Business research can sometimes give you inaccurate information because of a biased population or a small focus group.
• Business research results can quickly become obsolete because of the fast-changing markets.

Importance of Business Research

Business research is one of the most effective ways to understand customers, the market, and competitors. It helps companies understand the market’s demand and supply. Using such research will help businesses reduce costs and create solutions or products that are targeted to the market’s demand and the correct audience.

In-house business research can enable senior management to build an effective team or train or mentor when needed. Business research enables the company to track its competitors and hence can give you the upper hand to stay ahead of them.

Conducting such research can avoid failures. It will give the researcher an idea of whether it is right to launch its product/solution and whether the audience is right. It will also help understand the brand value and measure customer satisfaction, essential to innovation and continuous customer demand.

This will help the company grow its revenue and market share. Business research also helps recruit ideal candidates for various company roles. By conducting such research, a company can conduct a  SWOT analysis , i.e., understand its strengths, weaknesses, opportunities, and threats. With  this information, wise decisions can be made to ensure business success.

Business Research To Improve Company Strategy

A well-rounded business strategy relies on data-driven insights across various areas of operation, from understanding customer needs to staying competitive in the market. Businesses need to conduct research to make informed decisions.

Each component—from market and financial analysis to demand forecasting—requires a structured approach to gather, interpret, and apply information effectively.

Let’s explore how business research supports different aspects of a company’s strategy and decision-making process. You can uncover insights that drive growth, reduce risks, and enhance efficiency with the right tools and approach.

Market Analysis

Business research in market analysis helps companies understand the landscape in which they operate. This includes gathering information about customer demographics, buying behaviors, industry trends, and market size. By analyzing these factors, businesses can identify potential growth opportunities, understand market demand, and determine the best strategies for targeting their audience.

Accurate market research allows a company to understand its customers better, identify unmet needs, and tailor its products or services accordingly, while promoting retention. It’s the foundation for creating effective marketing and business development strategies.

Financial Analysis

Business research examines a company’s financial health and performance in financial analysis. This includes assessing income statements, balance sheets, cash flows, and financial ratios. Research helps businesses evaluate their profitability, liquidity, and overall economic stability. It also provides insight into investment viability and guides financial decision-making.

A thorough financial analysis is crucial for making informed budget decisions, ensuring sustainable growth, and attracting investors. Research-driven financial analysis can help pinpoint areas where costs can be reduced or investments optimized.

Brand Analysis

Business research in brand analysis assesses how customers perceive a brand and how it stands against competitors. This includes analyzing brand awareness, customer loyalty, reputation, and positioning. Research in this area often uses surveys , focus groups, and social listening.

Understanding brand perception enables companies to refine their branding strategies to resonate with their target audience. Effective brand research helps businesses build substantial brand equity, differentiate from competitors, and maintain customer loyalty.

Product Analysis

Product analysis involves researching a product’s performance, customer satisfaction, features, and competitive position. Research helps identify a product’s strengths and weaknesses, assess customer preferences, and determine potential for improvement or innovation.

Business research informs product development and innovation. By understanding customer needs and comparing the product against competitors, companies can improve their offerings, refine features, or introduce new products to meet evolving demands.

Risk Analysis

Risk analysis involves identifying, assessing, and prioritizing potential risks that could impact the business. Business research in this area examines factors such as market volatility, regulatory changes, operational risks, and economic conditions. It helps companies quantify and manage the risks they face.

Effective risk analysis protects a business from unforeseen disruptions and prepares it for potential challenges. Research in this area allows companies to develop risk management strategies, minimize losses, and ensure business continuity.

Competitor Analysis

Competitor analysis involves gathering and analyzing data about competitors, such as their products, pricing, marketing strategies, strengths, and weaknesses. This research helps companies understand the competitive landscape and identify their own competitive advantages.

By knowing what competitors are doing, businesses can strategize more effectively, capitalize on their own strengths, and exploit competitors’ weaknesses. Competitor analysis helps companies stay relevant and maintain a competitive edge.

Demand Analysis

Demand analysis assesses current and future demand for a product or service. Research in this area examines consumer purchasing patterns, economic factors, seasonal trends, and overall market demand.

Understanding demand helps companies adjust their production, pricing, and marketing efforts. It allows businesses to anticipate market needs, avoid overproduction or shortages, and make data-driven decisions to optimize supply chain management.

Distribution Analysis

Distribution analysis examines the most efficient ways to deliver products or services to the end customer. Research in this area evaluates distribution channels, logistics, transportation costs, and delivery times.

Efficient distribution is crucial for customer satisfaction and cost management. Business research helps companies select the right channels, optimize their supply chain, reduce delivery times, and improve customer experience.

Business research is the first step any business owner needs to take to establish his business and ensure its survival or excellence in the market. Such research is of the utmost importance because it helps companies grow in terms of revenue, market share, and brand value.

If you want to streamline your business research process, consider tools like QuestionPro to gather and analyze data effectively across all these critical areas. With specialized solutions to handle surveys, analysis, and reporting, you can make informed decisions to drive your business forward.

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Business Research: Types, Methods, Examples

• Updated on  
• January 29, 2024

Ever wondered what it takes to build a flourishing business ? Aiming to provide maximum sales and profit, business research helps you to gather comprehensive information about your business and accordingly make relevant changes if required. So, in this process of being successful, we gather all types of data to better define our strategies and understand what products or services customers want. And in case, you’re planning to expand your business, research can help you determine your odds of positive results. In this blog, we’ll help you understand the basics of research and analysis .

“Whoever gets closer to the customer, wins.” – Bernadette Jiwa

This Blog Includes:

What is business research, business research example, importance of business research, types & methods, focus groups , case study research , ethnographic research, survey , correlation research , experimental research , advantages and disadvantages of business research, scope of business research, role of business research, business research books, business research report, top 10 tools for business research, business research partners, top 10 business research topics, career prospects , [bonus] best mba colleges in the world.

Business Research can be simply defined as a process of gathering comprehensive data and information on all the areas of business and incorporating this information for sales and profit maximization. If you are wondering what is Business Research, it is a systematic management activity helping companies to determine which product will be most profitable for companies to produce. Also, there are multiple steps in conducting research, with each thoroughly reviewed to ensure that the best decision is made for the company as a whole.

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Let’s say there’s an automobile company that is planning to launch a car that runs on CNG. To promote cleaner fuel, the company will be involved in developing different plans and strategies to identify the demand for the car they intend to launch. Other than this, the company will also look for competitors, and the target audience, keeping in mind the distribution of CNG in India. Hence the research is conducted on various ideas to formulate a sustainable and more efficient design. 

When it comes to the question of why Business Research is important, it has an essential role to play in varied areas of business. Here are some of the reasons describing the importance of Business Research:

• It helps businesses gain better insights into their target customer’s preferences, buying patterns, pain points, as well as demographics.
• Business Research also provides businesses with a detailed overview of their target markets, what’s in trend, as well as market demand.
• By studying consumers’ buying patterns and preferences as well as market trends and demands with the help of business research, businesses can effectively and efficiently curate the best possible plans and strategies accordingly.
• The importance of business research also lies in highlighting the areas where unnecessary costs can be minimized and those areas in a business which need more attention and can bring in more customers and hence boost profits.
• Businesses can constantly innovate as per their customers’ preferences and interests and keep their attention on the brand.
• Business Research also plays the role of a catalyst as it helps businesses thrive in their markets by capturing all the available opportunities and also meeting the needs and preferences of their customers.

Also Read: Business Analyst vs Data Analyst

Business research plays an important role in the business intelligence process. This is usually conducted to determine if a company can succeed in a new region through competitive analyses and a better marketing approach. Due to this, this broad field has been distinguished into two types namely, Qualitative Research and Quantitative Research Method.

Here are the most important types of Business Research :

Qualitative Research Methods 

It involves putting open-ended questions to the audience through different channels of communication to understand why researchers think in a particular manner. Stress is laid on understanding the intent, attitude, and beliefs to figure out the behaviour and response of the customers. Moreover, the goal of Qualitative Business Research is to get in-depth knowledge about the subjects of the research. Moreover, qualitative research enables us to put the perspective of the consumer in front of the researcher so that we can understand and see the alignment of the ideas between the market and the business. 

The data collected in this type of business research is by the following methods:  

• Interviews 
• Case Study 
• Ethnographic Research 
• Website Visitor Profiling 
• Content Analysis 

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Let us take a detailed look at some of the ways-

Interviews and surveys are similar. The only difference lies in the fact that the responder can put a question in an interview whilst it is not possible during a survey. Through interviews, it is easier to understand the detailed perspective of the person concerning the subject of research. A mobile brand researched to understand why certain colours are preferred by male and female customers. The research revealed that since red is assumed to be a feminine colour, it is more preferred by females than males. 

Focus groups are a type of business research that involves only a set of individuals. Each selected individual represents a particular category of the target market. The major difference between interviews and focus groups is the number of people that it involves. To launch a new product for a particular group of society, focus groups prove to be the best way to understand the needs of the local audience. 

For example, Tesla decides to launch their latest car model in India. The company, therefore, will require feedback from the Indian audience only.

Did you know? Amazon, the internet giant changed its payment strategy to enter the Indian market. Since the Indian economy was not entirely ready for online modes of payment, amazon introduced a new payment method and came up with ‘ cash on delivery ’ to gain consumers’ trust.

One of the most effective ways for business research is conducting case studies. With the motive to understand customer satisfaction, challenges that usually the customers face while using the product and hence, providing them with the right solution can be achieved by analysing data secured through data secured by case studies. Case study researchers are conducted in many fields of business that ultimately aid organisations in improving their products or services. 

Ethnographic Research refers to understanding people as a whole. One must be able to grok their consumers or target audience which will help identify patterns, flaws, etc. Ethnography is a branch of anthropology that is the study of what elements or features make us humans. How did people live? What aspect made us so dependent on smartphones and technology? Why would people buy one product over the other? It refers to asking questions about lifestyle, communities, etc., and trying to gain insight into consumer behaviour and buying patterns.

For example, consider a random product. Are people looking for that product? Do they need it? Is it a necessity or a luxury? Which class of people are most likely to buy it? People often cannot comprehend what they are looking for. Gaining different perceptions can help us tailor our products accordingly to the consumers. Who would have thought that the majority of humans will need face masks for survival?

Also Read: How to Become a Research Analyst?

Quantitative Research Methods 

With the employment of mathematical, statistical and computational techniques, quantitative research is carried out to deal with numbers. This systematical empirical investigation starts with the acquisition of the data and then moves on to analyzing it with the help of different tools. The goal is to identify clientele and then meet the targets of the audience. As the method of business research employs a questionnaire to determine the audience’s response, the questions are built around the idea that the audience knows about the product or the services that the firm offers. Some of the key questions answered in quantitative research methods include, who is connected with your network, how they qualify for the ‘product’ or how regularly they visit your website.

The data is collected based on the following research:

• Correlational
• Online 
• Casual Comparative 
• Experimental 

It is the most common method under quantitative research via which a huge amount of data can be collected concerning a product or service. A common set of questions are asked to the people and they are asked to provide their inputs. To understand the nature of the market in-depth, this method is massively used by leading organisations all across the globe. Analysing data recorded through service helps organisations make suitable decisions.

Under this research, usually two entities are put together to examine the impact they create on each other. As suggested by the name it is the best process to understand patterns, relationships and trends. the data grasped through correlation research is generally combined with other tools as one cannot achieve a firm conclusion using this type of business research.  

Experimental research is purely based on proving a particular theory that is pre-assumed. True experimental research companies can understand varied behavioural traits of the customers that further assist them in generating more revenue. Exposing a set of audience to common parameters, their behaviour is recorded and hence analysed. This can be understood as the main basis of the experimental research. 

Also Read: Scope of Operation Research

There are certain pros and cons of business research that you must know about. Here are the advantages and disadvantages of Business Research.

Advantages of Business Research

• Business Research plays the role of a catalyst in identifying potential threats, issues as well as opportunities .
• It provides a detailed analysis of customers and the target audience , thus helping in building better relationships with one’s audience and capturing the areas which we might be missing out on.
• It also anticipates future problems thus the enterprise is able to tackle those uncertainties and prepare for them beforehand.
• It keeps a continuous track of competition in the market and gives businesses the scope to come up with better strategies to tackle their competitors.
• Business Research also conducts a thorough cost analysis thus helping the company efficiently manage resources and allocate them in an optimal manner.
• It keeps you updated with the latest trends and competitor analysis .

Disadvantages of Business Research

• Business Research can be expensive and time-consuming .
• It also has the danger of being assumptive and imprecise at times , because the focus groups might be small or can be highly based on assumptions.
• The market is ever-changing and ever-evolving and capturing the right trends or anticipating them can constitute a complicated process for business research.

Also Read: Types of Research Design

The process of business research can be as comprehensive and as detailed as a business wants it to be. Generally, a company takes up research with a certain aim or hypothesis in order to figure out the issues, opportunities and trends and how they can be leveraged in the best way.

Here is the step-by-step process of Business Research:

• Identifying the Opportunity or Problem – To begin with the research, we first need to know what is the problem or the opportunity we would be leveraging on. It can be a popular trend or a common problem that a business is facing and can potentially become the headstart for the research process. Once you know the problem or the opportunity, go ahead with giving an understandable statement of what it’s about, what the hypothesis of the research will be as well as its objectives.
• Decide and Plan the Research Design – The next step in the business research process to find the right research design which suits the objectives and overall plan of the research. The most popular research designs are Quantitative and Qualitative Research.
• Determining the Research Method – The research design is closely connected to the research method since both qualitative and quantitative research designs have different methods for data collection, analysis, amongst others. So, once you have put a finger on what the right research design will be, go ahead with finding the right research method as per the plan, types of data collection, objective, costs involved, and other determining factors.
• Collect Data – Utilizing the research method and design, the next step in the business research process is to collect data and assimilate it.
• Data Analysis and Evaluation – After assimilating the data required, the data analysis will take place to gather all the observations and findings.
• Communicate Results – The presentation of the business research report is the concluding step of this procedure after which the higher management works upon the best techniques and strategies to leverage the opportunity or tackle the issue.

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The scope of Business Research is multifarious and reaches out to many specialisations and areas. Let’s take a look the scope of business research across various specialisations:

• Marketing Management When it comes to business research, becomes an important part of marketing management that analyses consumer behaviour, target audiences, competition, price policy, promotional plans and much more.
• Financial Management It also plays an essential role in budgeting, financial planning, cost allocation, capital raising, tackling fluctuations with international currency as well as taking finance-related decisions.
• Production Management Production Management also includes business research as it helps in product development, planning out for a newer one, finalizing the right technologies for production, and so on.
• Materials Management Business Research is an important aspect of checking the best materials and carrying out its production, supply chain management , logistics , as well as shortlisting negotiation strategies.

There is an incremental role of business research as its importance is across every aspect of the business. Let’s take a look at the role of business research in an enterprise:

• The most primary role of business research is that it helps across every decision in the business, from product innovation to marketing and promotional planning.
• Business Research also helps in forecasting a business, whether in terms of competition or any other types of problems it will be facing.
• Another key area where this plays a bigger role is ensuring consumer satisfaction as through research, we can carry out research and highlight areas where we can efficiently serve our target audience.
• Business research also helps in implementing cost-effectiveness in a business as it can assist in cutting costs wherever needed and investing more in those areas, where profit is coming from.

Want to understand and learn more about business research? Here are some of the books that will make you a pro in this field. Check out the list of business research books:

Also Read: Is It Possible to Study MBA in Europe Without GMAT?

The purpose of a report is to inform the other members, junior and subordinates of the team to provide information on the specific topic. There is a specific format of a business report which makes it look more professional and presentable. There should be a title with the date and nature. The second section includes the introduction, body, and then conclusion. Reports help to identify the issues and helps in resolving them at earlier stages. It can include graphs, surveys, interviews, flow, and piecharts also.

Are you wondering why is there a need to do business research? Business is not stable and it is vital to stay up to date with all the data and developments. It is also important to make business-related decisions, and keep track of competitors, customer feedback, and market changes. The basic objective of business research is to identify the issues and evaluate a plan to resolve them for better managerial functioning.

Now that you are familiar with the objective, importance, and advantages the next important step is to know how to conduct research. There are numerous tools available for free while for some advanced tools there is a membership. Check out the list of top 10 tools:

• Google Keyword Tools
• Google Analytics
• Google Trends

The one thing constant in a business is market changes. A new trend or change comes every time you blink an eye. To keep track of everything externally and internally a research partner comes helpful. There are a few things to keep in mind that will help you in choosing the right business partner. The first thing to keep in mind is that the person should have relevant work experience and expertise in that particular field. An experienced partner can help businesses reach new heights. Look for a partner that can provide well-curated solutions and not the generic ideas that every enterprise follows. Last but not least is that your business research partner should have knowledge of the latest tools and techniques.

Also Read: MBA in Sustainable Development: Courses & Universities

Is your big presentation coming up or your report is due on Monday but you still haven’t finalized your business research topic? Here are some of the trendiest research topics for you:

• How advertisements influence consumer behaviour?
• Does incentive motivation increase employee productivity?
• How to handle crises in the business?
• How to create a work-life balance in the organization?
• What are the things a small business owner has to face?
• How to expand the company globally?
• How is digital marketing helping every business type?
• How to maintain the quality and quantity of products?
• What are the struggles entrepreneurs of a start-up face?
• How to create a budget and maintain company finances?

In order to build a career in Research , you can simply grab a degree in the field of Management , Business or Administration. So, students with an understanding of the core concepts of business and an inclination for research can consider it as a go-to option. Other suitable programs can be Master in Management , MBA Business Analytics , and MBA Data Analytics , to name a few.

To know more, check out Qualitative Research Methods !

It can simply mean researching every area of a business and using the provided information and data to ensure profit maximization.

There are different types of business research such as interviews, surveys, focus groups, correlational research, ethnographic research, case study research, and quantitative research methods, amongst others.

It is essentially important for various aspects of a business such as profit maximization, cost-cutting, financial management , personnel management, consumer behaviour, etc.

The process of research depends upon the type of research design you are opting for. To start with, we first need to determine the aim or objective of the research, then plan out the whole process which includes the types of methods we will be using, then the actual research that takes place followed by the data found that helps in understanding the key observations and how they can be implemented to actualize research hypothesis.

If you’re thinking to start a product line in your existing business or planning a startup, business research is a fundamental process that helps you to navigate the opportunities and obstacles in the marketplace. Knowing your strengths and weaknesses can help you come up with advanced and powerful research techniques that will make it easier to manage. Are you planning to take your higher education abroad? Then, you can quickly book a counselling session with the experts at Leverage Edu and we can help you build the right platform for you to grow in the corporate world.

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Business research: definition, types & methods.

10 min read What is business research and why does it matter? Here are some of the ways business research can be helpful to your company, whichever method you choose to carry it out.

What is business research?

Business research helps companies make better business decisions by gathering information. The scope of the term business research is quite broad – it acts as an umbrella that covers every aspect of business, from finances to advertising creative. It can include research methods which help a company better understand its target market. It could focus on customer experience and assess customer satisfaction levels. Or it could involve sizing up the competition through competitor research.

Often when carrying out business research, companies are looking at their own data, sourced from their employees, their customers and their business records. However, business researchers can go beyond their own company in order to collect relevant information and understand patterns that may help leaders make informed decisions. For example, a business may carry out ethnographic research where the participants are studied in the context of their everyday lives, rather than just in their role as consumer, or look at secondary data sources such as open access public records and empirical research carried out in academic studies.

There is also a body of knowledge about business in general that can be mined for business research purposes. For example organizational theory and general studies on consumer behavior.

Free eBook: This Year’s Global Market Research Trends Report

Why is business research important?

We live in a time of high speed technological progress and hyper-connectedness. Customers have an entire market at their fingertips and can easily switch brands if a competitor is offering something better than you are. At the same time, the world of business has evolved to the point of near-saturation. It’s hard to think of a need that hasn’t been addressed by someone’s innovative product or service.

The combination of ease of switching, high consumer awareness and a super-evolved marketplace crowded with companies and their offerings means that businesses must do whatever they can to find and maintain an edge. Business research is one of the most useful weapons in the fight against business obscurity, since it allows companies to gain a deep understanding of buyer behavior and stay up to date at all times with detailed information on their market.

Thanks to the standard of modern business research tools and methods, it’s now possible for business analysts to track the intricate relationships between competitors, financial markets, social trends, geopolitical changes, world events, and more.

Find out how to conduct your own market research and make use of existing market research data with our Ultimate guide to market research

Types of business research

Business research methods vary widely, but they can be grouped into two broad categories – qualitative research and quantitative research .

Qualitative research methods

Qualitative business research deals with non-numerical data such as people’s thoughts, feelings and opinions. It relies heavily on the observations of researchers, who collect data from a relatively small number of participants – often through direct interactions.

Qualitative research interviews take place one-on-one between a researcher and participant. In a business context, the participant might be a customer, a supplier, an employee or other stakeholder. Using open-ended questions , the researcher conducts the interview in either a structured or unstructured format. Structured interviews stick closely to a question list and scripted phrases, while unstructured interviews are more conversational and exploratory. As well as listening to the participant’s responses, the interviewer will observe non-verbal information such as posture, tone of voice and facial expression.

Focus groups

Like the qualitative interview, a focus group is a form of business research that uses direct interaction between the researcher and participants to collect data. In focus groups , a small number of participants (usually around 10) take part in a group discussion led by a researcher who acts as moderator. The researcher asks questions and takes note of the responses, as in a qualitative research interview. Sampling for focus groups is usually purposive rather than random, so that the group members represent varied points of view.

Observational studies

In an observational study, the researcher may not directly interact with participants at all, but will pay attention to practical situations, such as a busy sales floor full of potential customers, or a conference for some relevant business activity. They will hear people speak and watch their interactions , then record relevant data such as behavior patterns that relate to the subject they are interested in. Observational studies can be classified as a type of ethnographic research. They can be used to gain insight about a company’s target audience in their everyday lives, or study employee behaviors in actual business situations.

Ethnographic Research

Ethnographic research is an immersive design of research where one observes peoples’ behavior in their natural environment. Ethnography was most commonly found in the anthropology field and is now practices across a wide range of social sciences.

Ehnography is used to support a designer’s deeper understanding of the design problem – including the relevant domain, audience(s), processes, goals and context(s) of use.

The ethnographic research process is a popular methodology used in the software development lifecycle. It helps create better UI/UX flow based on the real needs of the end-users.

If you truly want to understand your customers’ needs, wants, desires, pain-points “walking a mile” in their shoes enables this. Ethnographic research is this deeply rooted part of research where you truly learn your targe audiences’ problem to craft the perfect solution.

Case study research

A case study is a detailed piece of research that provides in depth knowledge about a specific person, place or organization. In the context of business research, case study research might focus on organizational dynamics or company culture in an actual business setting, and case studies have been used to develop new theories about how businesses operate. Proponents of case study research feel that it adds significant value in making theoretical and empirical advances. However its detractors point out that it can be time consuming and expensive, requiring highly skilled researchers to carry it out.

Quantitative research methods

Quantitative research focuses on countable data that is objective in nature. It relies on finding the patterns and relationships that emerge from mass data – for example by analyzing the material posted on social media platforms, or via surveys of the target audience. Data collected through quantitative methods is empirical in nature and can be analyzed using statistical techniques. Unlike qualitative approaches, a quantitative research method is usually reliant on finding the right sample size, as this will determine whether the results are representative. These are just a few methods – there are many more.

Surveys are one of the most effective ways to conduct business research. They use a highly structured questionnaire which is distributed to participants, typically online (although in the past, face to face and telephone surveys were widely used). The questions are predominantly closed-ended, limiting the range of responses so that they can be grouped and analyzed at scale using statistical tools. However surveys can also be used to get a better understanding of the pain points customers face by providing open field responses where they can express themselves in their own words. Both types of data can be captured on the same questionnaire, which offers efficiency of time and cost to the researcher.

Correlational research

Correlational research looks at the relationship between two entities, neither of which are manipulated by the researcher. For example, this might be the in-store sales of a certain product line and the proportion of female customers subscribed to a mailing list. Using statistical analysis methods, researchers can determine the strength of the correlation and even discover intricate relationships between the two variables. Compared with simple observation and intuition, correlation may identify further information about business activity and its impact, pointing the way towards potential improvements and more revenue.

Experimental research

It may sound like something that is strictly for scientists, but experimental research is used by both businesses and scholars alike. When conducted as part of the business intelligence process, experimental research is used to test different tactics to see which ones are most successful – for example one marketing approach versus another. In the simplest form of experimental research, the researcher identifies a dependent variable and an independent variable. The hypothesis is that the independent variable has no effect on the dependent variable, and the researcher will change the independent one to test this assumption. In a business context, the hypothesis might be that price has no relationship to customer satisfaction. The researcher manipulates the price and observes the C-Sat scores to see if there’s an effect.

The best tools for business research

You can make the business research process much quicker and more efficient by selecting the right tools. Business research methods like surveys and interviews demand tools and technologies that can store vast quantities of data while making them easy to access and navigate. If your system can also carry out statistical analysis, and provide predictive recommendations to help you with your business decisions, so much the better.

Free eBook: This Year's Global Market Research Trends Report

Related resources

Descriptive research 8 min read, mixed methods research 17 min read, market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, primary vs secondary research 14 min read, request demo.

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How to Conduct Business Research: A Comprehensive Introduction

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In this blog, we look at why business research is so important. We’ll talk about different kinds of business research, how we do it, and where it’s used. By the end, you’ll see how crucial it is for steering businesses in the right direction.

Table of Contents:

What is Business Research?

Why is business research important, types of business research, methods of business research.

• Scope of Business Research

Business research is a systematic approach organizations use to enhance profitability and performance. This includes studying competitors, examining economic trends, watching market dynamics, and researching technological advances and innovations.

The business research process covers various aspects, such as market research, competitive analysis, and customer satisfaction, aiming to address business queries and adopt strategic practices for overall improvement.

Example of Business Research

A tech company conducts a market analysis while planning to launch a new smartphone to ensure its success. They gather data according to the customer’s preferences, such as desired features and price range, and analyze competitors’ offerings. By studying market trends and distribution channels, the company tailors the product and its marketing strategy to meet consumer needs. This research helps the company gain a competitive edge, thereby maximizing the chances of a successful launch.

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Business research is not just a mere academic exercise; it is essential for the success and growth of organizations. Understanding the importance of business research is crucial for any business owner or manager.

Here are some of the reasons that highlight why business research is essential:

• Identifying New Market Opportunities: Through in-depth analysis of market trends and consumer behavior, companies can find new opportunities and grow their businesses. For example, a retailer can use research to find new markets or fashion trends to help them expand.  
• Understanding Customer Needs and Preferences: By utilizing data, businesses gain valuable insights into consumer needs, enabling them to tailor their products and services accordingly. For example, restaurants can use surveys and sales data to determine customer favorites and create innovative menu items that cater to their tastes. 
• Improving Existing Products and Services: Continuous improvement is crucial for staying competitive. Business research assists in pinpointing areas where current products or services can be enhanced. Companies can make their products and services better by listening to what customers want. They should pay attention to feedback and what the market needs. For example, a technology company might do research to find out what customers like best in smartphones. This helps them improve their products.
• Evaluating Marketing Campaigns: Business research serves as a critical tool for evaluating the effectiveness of marketing campaigns. Companies can improve their marketing strategies through rigorous analysis of consumer responses and engagement metrics. For example, a company can examine different marketing strategies to find the most successful ones for connecting with their desired audience. It can result in modifications to their strategies based on the valuable findings.
• Tracking Competitor Activity: Understanding the moves of competitors is critical in maintaining a competitive edge. Research helps keep track of and study what competitors are doing, including their strategies, products, and services. This information allows companies to adapt and innovate, staying ahead in the market. For example, a company can make smart decisions about its own products and promotions by studying competitors.

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Business research includes different types that help companies gather information, make decisions, and achieve goals. They can choose and use the right business research types to gain valuable insights for success.

Here are some of the key types of business research:

Market Research

The study of the market environment to comprehend customers, rivals, and the industry is known as market research. It explores preferences, market trends, customer behavior, and the competitive environment. This research helps find good chances in the market, figure out what people want to buy, and make smart marketing plans.

Financial Research

The main focus of financial research is the analysis of financial data and information. This is evaluating a company’s financial health by looking at financial statements, market trends, economic indicators, and investment opportunities. It supports the process of making financial decisions related to financial planning, budgeting, and investments.

Human Resource Research

Human resource research focuses on examining many facets of workers inside a business. Recruitment, training, performance reviews, job happiness, and organizational behavior are all included. The purpose of this research is to enhance company culture, job happiness, and staff productivity. 

Strategic Research

Strategic research is about understanding the overall direction and scope of a business. It involves analyzing the company’s goals, competitive advantage, industry trends, and potential threats. This research aids in developing and implementing strategies that align with the company’s long-term objectives.

Product Research

Product research involves studying the goods or services that a business provides. It entails testing, innovation, product development, and consumer knowledge. To efficiently fulfill market demands, this study aids in the development of new products and services, as well as the improvement of current ones, through the understanding of consumer preferences.

Business research methodologies can be broadly categorized into two main types: qualitative and quantitative methods.

Qualitative Research Methods

In business, qualitative research aims to understand people’s thoughts, emotions, and motivations. These methods help explore new ideas, create new products, and understand customer needs. 

Some of the qualitative research methods are the following:

• Interviews: Interviews involve one-on-one conversations to understand participants’ experiences, perspectives, and opinions. It provides rich, qualitative data and allows researchers to gather in-depth insights.
• Focus Groups: Focus groups are meetings in which a small number of individuals convene to talk about a particular subject. Usually, 6–12 people take part. This approach is helpful for brainstorming, getting feedback, and investigating many points of view. 
• Ethnographic Research: Observing people in their natural settings is a key component of ethnographic research. Researchers get to know people by spending time with them and observing their interactions, behaviors, and culture. This aids in their comprehension of their experiences from a wider angle.
• Case Study Research: Case studies involve in-depth examinations of single individuals, groups, or organizations. Researchers carefully examine real-life situations to discover specific insights, patterns, and unique aspects.
• Content Analysis: Content analysis is a way to study and understand written or visual materials, like documents or social media posts. It helps researchers identify themes, trends, and patterns within the data.

Quantitative Research Methods

To identify patterns and trends, quantitative research methods make use of numbers. These methods are used for hypothesis testing, action impact measurement, and data-driven prediction. 

Key quantitative research methods include:

• Surveys: Surveys are employed to collect data from many people. These surveys have structured questionnaires. This method provides quantifiable responses that can be analyzed statistically.
• Correlational Research: Investigating the connections between two or more variables is the goal of correlational research. To determine how closely two variables are related, researchers examine their correlation. 
• Causal-Comparative Research: Causal-comparative research involves comparing two or more groups to identify differences in variables of interest. This method helps researchers understand the potential causes or factors influencing observed variations.
• Experimental Research: The purpose of experimental research is to determine causal relationships by dividing individuals into groups at random and adjusting one or more factors.  It allows researchers to determine the cause-and-effect relationships between variables. 

Also, check our blog on What is Business Plan?

Scopes of Business Research

Business research is a wide and diverse field that covers various areas and subjects. Here is an overview of the scope of business research:

• Production Management: In production management , business research aims to make manufacturing processes better, more efficient, and cheaper while ensuring products are delivered on time. Researchers may investigate techniques, technologies, and strategies to enhance production operations.
• Materials Management: Materials management research studies how to handle, buy, and manage raw materials and supplies. Businesses can improve supply chains, cut costs, and keep enough inventory for demand.
• General Management: Research on general management addresses a range of managerial tasks and tactics. It covers topics including corporate governance, long-term planning, decision-making processes, and organizational structure. The goal of this research is to improve the functionality and performance of organizations.
• Entrepreneurship: Business research includes studying entrepreneurship, like startup success factors, innovation, and challenges faced by small and medium-sized enterprises (SMEs). This research supports aspiring entrepreneurs and helps established businesses promote innovation.

Business research is important for companies to grow. It helps them find new opportunities in the market, understand what customers want, make their products better, and see if their strategies are working. By keeping an eye on competitors and using different types of research like quantitative or qualitative, businesses can plan for the future and make smart decisions to become even better. 

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About the Author

Aparna is a Senior IT manager at a leading multinational corporation. She brings years of expertise in general management to the table. She has extensive experience in guiding teams and driving strategic initiatives. 

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