CHAPTER 1
INTRODUCTION TO RESEARCH
CHAPTER OBJECTIVES
After completing Chapter 1 you should be able to:
1. Describe what research is and how it is defined.
2. Distinguish between applied and basic research, giving examples, and discussing why they
would fall into one or the other of the two categories.
3. Explain why managers should know about research.
4. Discuss what managers should and should not do in order to interact most effectively with
researchers.
5. Identify and fully discuss specific situations in which a manager would be better off using an
internal research team, and when an external research team would be more advisable, giving
reasons for the decisions.
6. Discuss what research means to you and describe how you, as manager, might apply the
knowledge gained about research.
