ABSTRACT
Research is a discerning pursuit of the truth. Those who do research are looking for answers. In our everyday lives, we all play the role of researcher. A trip to the theater is rarely undertaken without some period of discernment. During this process, prospective theater patrons first determine what type of movie would best fit their present desire. They may form a preliminary opinion of several movies based on previous knowledge ofthe actors and directors involved. Is The Mystery of the Blue Dog Cafe worth seeing? Media sources, previews, and input from personal acquaintances often provide information to answer this question. Thereafter, if a prospective theater patron is reasonably confident about their conclusion, a decision is made. This simple illustration contains some of the basic elements of business research. Good decision making depends on conducting research that will result in accurately predicting an outcome of importance, in this case enjoyment of The Mystery of the Blue Dog Cafi.
