ethno 2

I am a Research Analyst for Hyundai Motor America at the US Headquarters in Fountain Valley, CA.  I previously servew as Research Analyst for Walt Disney Parks and Resorts, located at the Disneyland Resort in Anaheim, CA, where I measured guest satifaction and expectations for new and existing rides and shows. This is my second time being learner at CalSouthern, as I navigate the MBA program.   I first enrolled with the University in 2011 for the BBA program, which positively affected the trajectory of my career.  CalSouthern was recommended to me by several of my fellow Disney Cast Members who are also CalSouthern alumni.  Since I have always possessed a strong work ethic and professional ambition, I have been fortunate to be employed in degree-required or degree-preferred jobs, despite my not having earned a degree until later in life.

Both Hyundai and Disney place high value on growth and education, and have instituted a tuition reimbursement program for professional-level team members, including the role I am in. Having an employer share the economic burden of an education has taken much stress off my educational journey. I have chosen the MBA program because it will not only enrich me personally, but will also increase my value as a human resource. This is something which will benefit me, my Company, and ultimately the thousands of customers evey year.

However, my main motivation for earning a degree was not my profession.  Rather, it was my children.  As they grew older, I realized the necessity of setting a good educational example for them.  One of my biggest regrets in life was never having finished college.  As such, it was easy for me to make the decision to return to school.  I graduated from Santiago Canyon College in 2009 with an Associate of Science Degree in Computer Information Systems, and from CalSouthern in 2014 with a Bachelor Degree in Business Administration.  I am taking this class as part of my MBA degree requirement, but am also using this as a "refresher" opportunity to bolster my skills in my profession.  Being part of a Research team requires a broad knowledge of organizational management, and it is by taking this class that I hope to improve my professional value.  As my parent company, Hyundai Motors, approaches its 60th year in the indistry, it is very humbling to know that my education will contribute to the automotive legacy that began nearly six decades ago.

Repay 2

Whenever there is an opportunity to analyze data, the analyst will have the option to apply quantitative research and/or quantitative research.  Quantitative research involves finite measurements with numbers, scales, and similar statistics, while qualitative research involves more intimate measurement involving analyst-directed discussions with verbal input and nuanced meanings. Both qualitative and quantitative research are important tools for gathering the right kind of knowledge to make informed decisions.

Quantitative research is probably the most direct and easiest form of research to conduct.  Data is collected by asking direct-response questions with finite answer options, such as single-select, multiple choice, yes/no, and scaled rankings.  The input is expressed in predetermined numbers, tables, and graphs.  Common quantitative methods are surveys with closed-ended questions, experiments, and observations recorded as numberic data.  QUantitative research is excellent for sitiations that require confirmiation of assumptions and hypotheses.  The advantage of quantitative research is that it can be quickly administered, and collect a large number of data points in a relatively short period of time.  The disadvantage of quantitative research is its susceptibility to bias, such as selection bias and confirmation bias.

Qualitative research differs from qualtitative research in that it is expressed verbally rather than numerically. Qualitative research can be used to understand experiences, concepts and thoughts. Where quantitative research is more high level with the ability to cascade into granular measurements, qualitative research enables a research professional to uncover more in-depth, personalized insights that cannot necessarily be understood quantitatively. Common qualitative methods are focus groups, in-depth interviews, conversations with open-ended questions, and subject observations.

It is my intention to have my project draw on seven years working at the Disneyland Resport as a Research Analyst, and the impact that ethnography played in research projects that led to the creation and updating of rides, shows, and other attractions for the Disney theme parks, shopping districts, and cruse ships.  Where applicable, ethnography is a factor that can affect the outcome of a research study, which it often did at Disney Parks.  If not taken into account, ethnographic differences can skew results similar to how difference in age, income, gender, and education can.  Any research study involving ethnocraphically diverse data points must measure the differences in responses to consider the level to which ethnographics must be weighed.  Understanding the subject and how ethnography affects the subject must always be taken into consideration for a research study to be as free as possible from bias and inequity.

On a sidenote, sidenote, I had the immense priviledge of meeting author Lise Funderburg to discuss her book, "Black, White, Other", which is a reference to the early days of measuring ethnicity by single-select buckets.  Most consumers were expected to fit into just one of those categories.  Today, a typical survey will have eight or more buckets that are multiple-choice instead of single-select.  Over 10% of respondents in a typical survey will identify as more than one ethnicity.  I still have a copy of the book signed by the author, and it will be a joy to use an updated edition of that book in the course of this class.  I highly recommend this book for anyone with an intesterest in ethnic democraphics, especially in regards to consumer trends and marketing.

Sources: Bay, M., & Fabian, A. V. (2015).  Race and retail: Consumption across the color line. Rutgers University Press.  Funderburg, L. (2017).  Black, white, other: Biracial Americans talk about race and identity. Sixth Borough Ink.