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BUSI 600 - Case
Assignment 1
International Business (Liberty
University)
lOMoARcPSD|22015503
Case Assignment 1
John Harrington
School of Business
BUSI 600 – Business Research Methods
Dr. Steward Huang
May 17, 2020
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1.
The first step in building the management-research question hierarchy is to determine the nature
of management’s dilemma. This question asks what management can do to eliminate the
problem. The research question is the next step in the process, and this determines what changes
are possible for management to make in order to correct the problem. The alternative options
available to management to correct the problem are identified by the investigative question.
In regard to the National Cash Register Country Club case, the management’s dilemma is that
the club’s membership is low, and they are looking for strategic directions that would expand
membership. AT&T purchased and renovated the NCR Country Club in 1997. In order to
support the renovations management established an aggressive goal to bring golf memberships
to 680 and to increase social memberships as much as possible. Unfortunately, their efforts have
only provided them with moderate success. In order to solve management’s dilemma,
management needs to come up with research questions in order to explore what changes can be
made to resolve the problem. There are two important questions in my mind. The first question
is how can the country club increase club membership? The second and maybe more important
question would be why is the country club having difficulty attracting new members? What
options are available to management in addressing the problem of declining membership? The
research questions should be focused on identifying possible changes that management can
make. What is the current fee structure and is comparable to other comparable country clubs?
Are fees adjusted to attract different types of memberships? What strategies is management using
to attract new members? Are managers recruiting single members, and women? What amenities
are desired by members? Is the course open to children? What is management doing with
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existing staff and do they have an impact on the membership? What is offered to members during
the off season? The answers to these questions would give management some insight on what is
important to their members, as well as identify the motivations for joining.
The McMahon Group which specializes in research and strategic consulting to golf club was
hired. They identified that membership was trending downward due to employee retirement and
lack of interest from new memberships. The amenities were also trending downward adding
pressure to the membership. It was recommended by McMahon to open the country club to the
public in order to create an opportunity for growth. The recommendation was also made to
explore the possibility of adding additional amenities such as a pool and fitness center to attract
young adults and families. A membership study was conducted to further explore this the
feasibility of the option. The survey showed overall that most of the members were satisfied with
the level of service as compared to other clubs. However, in regard to the dining services there
were concerns about professionalism, wait times, and menu variety. While additional facilities
did not rank in importance to existing members it could be a draw for the non-NCR segment.
2.
Given the research question, how appropriate were the measurement questions?
The measurement questions were good questions and a good place to start to give management
an idea on what the thoughts are of those surveyed. However, it is important to recognize from
whom the data is compiled. Almost half of the respondents were 66 or older, had been members
for twenty years or more, were male, and did not have children at home. The results would
indicate at first glance improvements to the existing facility is what would be most important to
existing members. However, the question that management is asking is how to increase
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membership. Management needs to explore new and innovative ways that will respect the
history of NRC while incorporating changes that will draw in new membership. The focus of
the NCRCC is the golfing experience and social experience. However, it is important to
remember that even country clubs cannot have a money is no object attitude. The golfing and
social experience is what will bring in new members. This will open up a new demographic for
the country club. Once the membership has increased its membership it can look to expanding
the facilities and offerings.
Citations:
Group, M. M. (n.d.). PDF. New York City.
Casarett, D., Karlawish, Sugarman, J., Sackett, Wennberg, Posner, … Dohi, S. (1970, January
1). Posing the research question: not so simple. Retrieved from
https://link.springer.com/article/10.1007/s12630-008-9007-4
