1. Which of the four types of studies are presented in this case?
The case study predominantly illustrates exploratory research, employed when an issue is
inadequately defined or when the researcher aims to get insights into a novel phenomena. Emil
Vicale commenced by investigating the prospect of penetrating the action-figure market through
fast prototyping technologies. He lacked a clear hypothesis but collected data from informal
sources, personal observations, and industrial trends.
Alongside exploratory research, components of descriptive research are also evident. For
example, Vicale examined market attributes, like the predominance of firms like Hasbro and the
spatial allocation for action figures in retail establishments. These observations correspond with
descriptive research, which seeks to delineate the characteristics of a market or phenomena
(Zikmund et al., 2013).
No evidence in the case indicates causative or predictive research. Vicale neither manipulated
variables to ascertain causality nor constructed a statistical model to predict results.
Consequently, the case focuses on exploratory and descriptive research.
2. Using the criteria in Exhibit 2-1, evaluate the research that HeroBuilders.com conducted
prior to launching its hero and villain action figure business.
Exhibit 2-1 from Schindler’s Business Research Methods (14e) asserts that effective business
research must be intentional, impartial, thoroughly documented, and grounded in a robust
methodology. When evaluated according to this framework:
Purpose Clearly Defined: The goal was pretty clear: to see if it would be possible to get
into the action figure business. But at first, it was more personal and natural. Then, it
changed to being driven by business.
Research Process Detailed: The research was informal and lacked rigorous structure.
Vicale browsed online and visited toy stores. While these activities provided insights, the
lack of structured sampling or data collection tools limits the research’s reliability.
Research Design Thorough: The design was not thorough in a formal sense. It omitted
competitive analysis tools, market surveys, or customer focus groups that are common in
professional research (Cooper & Schindler, 2014).
High Ethical Standards: Vicale consulted legal counsel regarding the use of public
figures' likenesses, showing ethical awareness, particularly around intellectual property
and privacy.
Limitations Addressed: There is no indication that research limitations were considered
or documented. This oversight could have hindered preparedness for the media attention
that followed.
Findings Presented Unambiguously: The findings were more anecdotal than
systematically presented. The decision to move forward was based on perceived
opportunity rather than detailed findings.
Conclusions Justified: While conclusions were based on limited data, they were
somewhat justified by observable market behaviors, such as the popularity and space
allocated to action figures.
So, the study met some of the criteria in Exhibit 2-1, but it was not rigorous in its methods or
fully validated by the market.
3. What issues, other than those Vicale chose to evaluate, would you have included in your
research plan for HeroBuilders.com?
If developing a robust research plan for HeroBuilders.com, the following additional areas should
be included:
Target Market Segmentation: Understanding demographics, psychographics, and
purchasing behaviors of potential buyers is crucial. Are buyers mainly adult collectors,
children, or gift givers? Segmenting the audience could inform marketing strategies and
product design (Kotler & Keller, 2016).
Competitive Analysis: Beyond identifying Hasbro as a competitor, a formal SWOT
analysis (Strengths, Weaknesses, Opportunities, Threats) and Porter’s Five Forces
assessment would help identify competitive threats and industry profitability (Porter,
2008).
Demand Forecasting: Rather than producing dolls based on interest from acquaintances,
a small-scale product launch with online surveys or crowdfunding (e.g., Kickstarter)
could serve to validate demand before scaling production (Ghezzi et al., 2015).
Pricing Strategy: Vicale should have researched acceptable price points within the niche
market of custom action figures. Willingness-to-pay surveys and benchmarking against
similar premium toys could help determine a sustainable pricing model.
Public Relations and Crisis Planning: Given the controversial nature of creating villain
figures like Osama Bin Laden or Saddam Hussein, a risk mitigation strategy should be in
place to manage public backlash or legal challenges. Brand image analysis and
stakeholder mapping would be beneficial (Argenti, 2016).
Manufacturing and Fulfillment Logistics: It is very important to figure out how to
grow the business from custom toys that aren't sold very often to SKUs that might be in
higher demand. Thinking about outsourcing, logistics in the supply chain, and delivery
partners could affect how happy your customers are and how much money you make.
References
Argenti, P. A. (2016). Corporate communication (7th ed.). McGraw-Hill Education.
Cooper, D. R., & Schindler, P. S. (2014). Business research methods (12th ed.). McGraw-Hill
Education.
Ghezzi, A., Cavallo, A., Rangone, A., & Balocco, R. (2015). Agile business model innovation in
digital entrepreneurship: Lean startup approaches. Journal of Business Research, 69(11), 5049–
5055. https://doi.org/10.1016/j.jbusres.2016.04.013
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Review,
86(1), 78–93.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research methods (9th
ed.). Cengage Learning.
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