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BUSI 600 – D08 – Group 1 –Forum 1
BUSI 600-D08
Forum 1
Erin Bellissimo, Weylu Chang, Jessica Claud
Liberty University
Dr. Schultz
June 28, 2014
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Forum 1 – Business Research
1.5 A sales force manager needs to have information in order to decide whether to
create a custom motivation program or purchase one offered by a consulting firm.
What are the dilemmas the manager faces in selecting either of these alternatives?
In order for a sales manager to make an intelligent decision about whether or not
to create a custom motivation program or to consider purchasing one from a consulting
firm, they must first understand how to conduct business research. According to Cooper
and Schindler (2014), business research “is a process of planning, acquiring, analyzing,
and disseminating relevant data, information, and insights to decision makers in ways that
mobilize the organization to take appropriate actions that, in turn, maximize
performance” (p. 4). The first thing the manager needs to consider in this case is what
the purpose or goal of the motivation program is. He must first be aware of what the
current motivation level of the employees are, so that he knows how he would like to
improve upon or change what has already been established. When conducting this
research he must be thorough without going into information overload. Just as a search
engine can often overload you with information about the topic you search, too much
information can make it difficult for a manager to focus on what really is important to
increase motivation (p.6). Researching the options already available is important. If
someone has already done the work of research and planning, a manager can quickly
adopt their strategies, and implement them quickly to get the process of increasing
motivation underway so that it will benefit the business in a timely manner. Another
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BUSI 600 – D08 – Group 1 –Forum 1
thing to consider is cost. How much time and money will need to go into creating a
motivation program from scratch? Will the company be saving time and money to use an
already established program? It is important to understand how either of these options
would work for the business, and choose the one that would benefit it the most. A
manager should also consider how long it will take, and the training required for each
option, and how easy or difficult each option may be to implement. It is also important to
consider the ethical standards involved in each of the options, and how they will not only
affect the company as a whole, but the individual employees as well (p.16). Managers
should seek to reveal the limitations of the options (p.17). Once these comparisons are
made them manager can choose the one that will most benefit the organization.
1.6 Toyota had a major problem with unexplained acceleration in several of its top
models in 2010. It closed down production and stopped sales of multiple models.
What types of research might Toyota have conducted to make theses decision?
Toyota had to deal with a major problem. Unexplained acceleration is a problem
that is debilitating. This kind of recall can be one that loses customers as well as put
doubt into the minds of loyal customers. I think Toyota would have chosen to do a
descriptive study first to gain research on the who, what, when and where of the
acceleration problem. A descriptive study is how I believe Toyota should start. “A
descriptive study tries to discover answers to the questions who, what, when, where, and,
sometimes, how.” (Cooper & Schindler, 2014, p. 21). This should be a place where
Toyota can start. After finding a few of the what, who and when questions, Toyota should
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move on to a reporting study. This study will help Toyota compare statistics. This will
help in having a better understanding for the data. “A reporting study provides a
summation of data, often recasting data to achieve a deeper understanding or to generate
statistics for comparison.” (p. 21). This type of study will allow for better decision-
making. In this case, it will hopefully allow Toyota better to understand the reason for the
mistake. Then they will be able to address the problem and also implement changes to
keep from making a mistake in the future. The last study that Toyota should run is a
predictive study. This type of study occurs after an event has happened. This study allows
a company the benefit of problem solving. “A predictive study is used to determine if a
relationship exists between two or more variables.” (p. 22). Once this study is finished
Toyota can be on its way to learning why they had a mistake in the first place or how they
will be able to fix it. Toyota would benefit by implementing these studies. These studies
will allow Toyota to assess how bad their situation really is, and if they know what they
are going to do to fix the problem.
1.7 You have received a business research report done by a consultant for your firm,
a life insurance company. The study is a survey of customer satisfaction based on a
sample of 600. You are asked to comment on its quality. What will you look for?
The business research report conducted for the life insurance company in this
question was done by a consultant for the firm who used customer satisfaction surveys
from 600 people. These are the only known details about the research, but there are
several things to look for regarding the quality of the study. Before beginning, it is
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BUSI 600 – D08 – Group 1 –Forum 1
imperative to have a clear understanding of what constitutes a good research report,
which is detailed below.
Research can be extremely beneficial when conducted properly, generating
dependable information that can be used for future decision-making. There are several
factors that constitute good research, including a clearly defined purpose, detailed
research process, thoroughly planned research design, high ethical standards are applied,
limitations are frankly revealed, adequate analysis for the decision maker’s needs,
findings are presented unambiguously, conclusions are justified, and the researcher’s
experience is reflected (Cooper & Schindler, 2014, pp. 15-18). When reviewing the
report done for this firm, all this criteria should be examined to determine the quality of
the research.
One item that stands out from the measures mentioned includes the unambiguity
factor. Since the firm hired a consultant, they showed good intent to alleviate any bias
and preserve the integrity of the research. Another factor that is part of a thoroughly
planned research design is the sample size. The study collected data from 600 people,
which seems to be a large group, but effective sample size is difficult to determine.
Sample size is the most important factor for statistical power and can make a study
unethical if it is not large enough (Wang, Bakhai, Del Buono, & Maffulli, 2013, p. 117).
Since it is not an exact science, realistic and well researched assumptions are imperative
when establishing sample size (p. 117).
On a critical note, it is important to look for a distinction between the symptoms
of the organization’s problem, the manager’s perception of it, and the research problem
(Cooper & Schindler, 2014, p. 16). Additionally, while it helps that the firm hired a
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consultant to conduct the study, the researcher’s experience and credentials should be
taken into account and provided with the report as well.
There are several details missing from this research study, but once more information
is garnered in the areas mentioned, it will be easier to determine the quality of this
business research report.
1.8 As area sales manager for a company manufacturing and marketing outboard
engines, you have been assigned the responsibility of conducting a research study to
estimate the sales potential of your products in the domestic (U.S. or Canadian)
market. Discuss key issues and concerns arising from the fact that you, the
manager, are also the researcher.
As the manager of a company that manufactures and markets outboard engines, it
is possible to be a researcher for a study that aims to estimate the sales potential of the
company’s products in the domestic market. However, there are key issues and concerns
that may arise from being both the manager and researcher.
Business research is the process of planning, acquiring, analyzing, with the
purpose of providing pertinent information, data, and insights to help guide managerial
decisions, so they are able to take appropriate steps to maximize performance (Cooper &
Schindler, 2014, p. 4). However, in order for research to be considered valid and usable, it
must be performed correctly. There are many components that factor into whether or not
a research study is considered good or not. Some of these actions include clearly defining
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BUSI 600 – D08 – Group 1 –Forum 1
the purpose, applying high ethical standards, and ensuring the researcher is experienced
(p. 16).
The first step when conducting a research study is to define the purpose clearly by
distinguishing between symptoms of the organization’s problem, the manager’s
perception of the problem, and the research problem (p. 16). It can be difficult to
differentiate between the three since the manager’s perception of the problem and the
research problem essentially become one in the same since the manager is the researcher.
Another issue could arise when applying high ethical standards. It may be hard as
both the manager and researcher to not be biased about the research. This could
compromise the integrity of the study whether it is intentional or not.
Finally, the researcher’s experience comes into question. As the manager of an
outboard engine manufacturing and marketing company, I may have no background or
experience in conducting research studies. This makes it harder to be confident that the
study was done accurately and effectively.
While it is not impossible to be a manager and researcher, it is recommended the
company hires a professional researcher as our consultant instead.
2.4 What are the most prudent decisions SupplyCo. can make about its
responsibilities to itself and others? What are the implications of those decisions
even if there is no violation of law or regulation?
SupplyCo. is a supplier to other companies, with a structure that includes
suppliers, manufacturers, distributors, and consumers (Cooper & Schindler, 2014, p. 47).
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Their involvement with these companies have allowed them to collect and research data
on each of these companies that they would not have been able to obtain had they not had
this working relationship and access to the information (p. 47). SupplyCo. has used data
mining and developed a possible plan that could increase efficiency, reduce costs, and
possibly result in greater sales and profits for some of SupplyCo.’s customers (p. 47).
The only problem is that this same proposal could hurt the sales and profits of other
SupplyCo. customers, or even potentially put them out of business.
As we examine research ethics, we must question what responsibilities SupplyCo.
has to its customers. According to Cooper & Schindler, “Ethics are norms or standards of
behavior that guide moral choices about our behavior and our relationships with others”
(2014, p. 28). SupplyCo. must choose how they want to apply ethics to this situation.
They have the choice of benefitting some of their customers as well as their stockholders,
but it will be at the expense of other customers. The question is whether it is ethical to use
information that was received from its customers with the trust that it would be used to
benefit their working relationship, against them. If they decide to pursue this proposal
information, some of SupplyCo.’s customers could be put out of business. I believe this
would be unethical. Even though, there is no violation of law occurring each customer
supplied information with the trust that it would be used for everyone’s benefit. When
setting up a research design it is important that one of the safeguards are that each party
has rights and protections (p. 28). Instead of pursuing a proposal that would eliminate
customers, or drive down some of their profits or sales, it would be more ethical to take
the information to each customer involved and work to find solutions that will benefit all
parties involved. SupplyCo. would be practicing a form of deception to use information
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gathered from one of its consumers against them. The customer has in good faith
provided the information to SupplyCo., therefore, it should not be used against them.
Deception has occurred to a participant because they were most likely not informed that
the information may be used to eliminate their stake in the supply process. Their rights
and well-being have not been adequately protected if SupplyCo. chooses to use the
information gathered to put them out of business (p.30-31). SupplyCo. has a duty to
debrief its participants and share their results on the proposal with the companies that will
be affected. The companies should then be given time to help SupplyCo. find alternatives
and ways to increase sales and profits without needing for anyone to be affected
adversely by the original proposal. If SupplyCo. wishes to continue their ethical
practices, maintaining the golden rule would be a great place to start. “Treat others as you
wish to be treated." SupplyCo. would never want someone to put them out of business or
decrease their sales or profit when there could be a greater benefit that would not put
them at risk. They should treat their customers with the same respect they would wish to
receive.
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References
Cooper, D., & Schindler, P. (2014). Business research methods. (12th ed., pp. 28-47).
New York, NY: McGraw-Hill Irwin.
Wang, A., Bakhai, D., Del Buono, A., & Maffulli, N. (2013). Sample size determination
for clinical research. Muscles, Ligaments, and Tendons Journal, 3(3), 116-117.
