... Chapter 1: The Role of Business Research 17 Key Terms and Concepts applied business research, basic business research, business research, cross-validate, 15 evaluation research, 10 marketing-oriented, ... the value of the research information exceed the cost of conducting research? No Yes Yes No Yes No Yes Conduct Business Research No Do Not Conduct Business Research Business Research in the Twenty-First ... without research leads to losses Business research helps decision makers shift from intuitive information gathering to systematic and objective investigation Business Research Defined Business research...