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Discussion Board Forum 2
Chapter 3, Question 5
As businesses constantly seek to improve profits and sales, consumer and market
research plays an integral role in providing necessary data to turn these figures into models,
which can provide meaningful insight to decision makers. In this case, an automobile business
has noticed the desire for its brand is directly correlated to per capita income. This hypothesis is
supported by studies, which show as America’s consumption per capita continues to increase. As
personal income rises, consumers will purchase more reusable and disposable goods
(McCollough, 2007). In addition to this correlation, the car business has also observed higher
sales, when interest rates were lower and the consumer purchasing patterns are dependent on age
and gender. Competitor factors such as discounts, various competitive models, advertising, and
promotions also seem to play a random role in contributing to the sales of these automobiles.
While attempting to determine if the sales of the cars are related to consumer per capita income,
it is necessary to first pinpoint the various variables and determine their effect.
Variables are referred to as constructs, or the property being studied. They are symbols of
events, characteristics, traits, acts, or attributes that could be quantified; they could also be
assigned specific values (Cooper & Schindler, 2014). When researching trends, a great emphasis
is placed on whether the variables are related either dependently or independently. A dependent
variable is predicted, measured, or monitored and expected to be impacted by an independent
variable, which is used and manipulated by the researcher in a way which causes an effect on the
dependent variable (Cooper & Schindler, 2014). Usually there are several independent variables
and while somewhat correlated, they may not be independent among themselves. There is at
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least one dependent variable and one independent variable in a relationship and in most cases the
dependent variable is the result of the independent variable (Cooper & Schindler, 2014). In this
case, the rise in the automobile sales would be the direct variable contributed to the indirect
variable of the buyer’s per capita income. An increase of income and the reduction to interest
rates would be a good prediction or stimulus pertaining to the measured outcome of sales. There
are usually other variables which need to be considered in these scenarios including second
independent variables, or moderating variables, and extraneous variables, which could also
impact a relationship. These types of variables tend to be measurable and observed, but
intervening variables can also affect the dependent variable and can not be observed or has not
been measured (Cooper & Schindler, 2014). Often the dependent variables of financial
performance are the primary focus of research, however to reach the full benefits, there needs to
be a broader view of what affects this financial income (Cohen, Smith, & Mitchell, 2008).
The Bible tells us “For everything there is a season, and a time for every matter under
heaven” (Ecclesiastes 3:1, English Standard Version). Businesses can greatly prosper in
knowing how the correlation of events is related and use this timing to their benefit. The
increased auto sales are the dependent variable of other factors including income, interest rates,
and competitor strategies. Since the promotions offered by competitors are difficult to quantify,
these would be intervening variables, but still may have a direct impact on the sales of the stated
business. The age and gender of a buyer could be considered extraneous variables and if their
effects on the response variable cannot be distinguished from each other, they would be
classified as confounding variables. When examining how these multiple variables impact auto
sales, a model can be developed to weigh the impact of these various factors. The model should
be predictive to allow for the best representation of future forecasts. In this case, an emphasis
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should be placed on the correlation of income and interest rates since those can be directly
measured. The other behavioral observations may also be considered to further assist in drawing
conclusions, which will assist the business in advancing these theories and aid in future
decisions.
Chapter 3, Question 6
Making competent and sound research decisions is an integral part of developing a solid
business research. Good business research is based on sound reasoning. In fact, good business is
based on effective and thorough decision-making processes. According to Cooper and Schindler
(2014), “Competent researchers and astute managers alike practice thinking habits, which reflect
finding correct premises, testing the connections between their facts and assumptions, making
claims based on adequate evidence” (p. 64). In order to formulate thorough research an effective
hypothesis it is imperative to observe questions through several devices allow the researcher to
design further research.
Concepts and constructs help develop the beginning stages of formulating effective
research. Cooper and Schindler (2014) state: “A concept is a generally accepted collection of
meanings or characteristics associated with certain events, objects, conditions, situations, and
behaviors” (p. 50). Concepts are derived from practical experiences, which help researchers
conceptualize specific issues. In turn, this helps researchers develop hypotheses. Cooper and
Schindler (2014) state, “The success of research hinges on (1) how clearly we conceptualize and
(2) how well others understand the concepts we use” (p. 52). Therefore, it is extremely important
to develop relatable concepts, which help shape understanding research methods.
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It is often very easy to develop broad or objective concepts. So, in order to better define
abstract concepts, constructs are used to help facilitate specific abstraction. According to Cooper
and Schindler (2014), “A construct is an image or abstract idea specifically invented for a given
research and/or theory-building purpose” (p. 52). In turn, this helps bring together broad
concepts toward more directed research. Author Keith Markus (2008) explains the difference of
construct and concepts by stating, “Constructs depend on populations for their meaning, whereas
concepts have their meaning independently of the relationships between variables in any given
population” (p. 72). Both processes are needed to help make sense of all the issues, which
develop within a research process.
Consider the given scenario or condition, “Our female sales representatives have lower
customer defections than do our male sales representatives.” In order to properly handle the
given condition, it is important that researchers propose potential concepts and constructs to
study the situation. Conceptualizing the gender diversity within the given scenario can be broken
down into several constructs. The most basic construct being the cause of customer defection.
Going a little more in depth, a construct could consist of specific concepts to help narrow the
construct. For example, concepts like employee manners, attitude, and care of customers could
all be potential concepts to develop a more concrete construct. Due to the variability in various
factors pertaining to the given scenario, many unsuspecting concepts and constructs could
influence the hypothesis of the scenario. Typically, an explanatory hypothesis is an implication
that a change in one variable could potentially lead to change in another variable (Cooper &
Schindler, 2014). This does not necessarily mean one variable is the sole reason for change in
another variable. This would relate to the given scenario because there could be multiple reasons,
which female sales representatives have fewer customer defections as opposed to the male
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representatives. In a similar scenario, Guillaume Bodet set to test the satisfaction and loyalty
relationship between customers and service industries by investigating four constructs. These
included transaction-specific satisfaction, overall satisfaction, attitudinal loyalty, and repurchase
behavior (Bodet, 2008).
As Christians, it is important to make sure one is using sound reasoning when observing
various scenarios in life. Scripture states, “For the Lord gives wisdom; from His mouth comes
knowledge and understanding” (Proverbs 2:6, English Standard Version). By using wisdom
when developing concepts and constructs is important because it can lead to more
comprehensive and profound studies.
Chapter 4, Question 5
Defining a cause for loss of profits in any company should be considered an important
factor in conducting normal business and making effective management decisions.
Understanding the cause of profit depleting issues leads to an understanding of what actions to
take to correct the problem. This in turn leads to ways to minimize damage to the company’s
reputation, and to discover ways to eliminate like issues in the future.
Not only do contaminated meats, such as beef products, create profit issues for food
service companies, it also creates serious health concerns for consumers of these products. Often
when the media releases information concerning food product recalls, the consumer’s first
instinct is to check their cabinets, and refrigerators for the product. Capps, Colin-Castillo, and
Hernandez (2013) suggests “the media can play an important role in consumers’ reaction to food
safety incidents and consequently on how marketing margins could be affected by these
incidents” (p. 443). Given the media plays such a vital role in informing the public of product
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and food safety issues, I feel since an E. coli issue was reported solely in grocery stores in the
area and not restaurants, it may not have a major impact on restaurant patrons. In fact, an E. coli
outbreak in grocery stores may in fact increase the sales of beef in restaurants. Shang and Tonsor
(2017) suggest, “Recall information may have different effects on restaurants and fast-food chain
than grocery stores” (p, 152). Based on probability, I would not conduct a survey with area
restaurants based on my own belief my restaurant’s decline in beef sales is based on media
reports. However, unless a restaurant is large enough to have personal deliveries made in store,
then most local restaurants will typically be receiving the same food products that are sold within
the grocery stores of the local area.
My boss’ concerns are centered on a possible causal relationship between the media’s
attention on E. coli in area grocery stores and declining sales at his restaurant. Since there have
been no reports of E. coli in local restaurants, I would re-evaluate my dilemma and allocate
research resources towards finding a more probable cause, and possible solution. Cooper and
Schindler (2014) state, “The researcher who seeks funding must be able not only to persuasively
justify the costs of the project but also to identify the sources and methods of funding” (p, 80).
From the starting point of justifying the cost of research, I would look at other possibilities for
beef sales declining in my restaurant.
A crucial component of researching the decline in beef sales lies within the investigative
questions. Cooper and Schindler (2014) states, “Investigative questions are the questions the
researcher must answer to satisfactorily answer the research question” (p. 79). These types of
questions are of vital importance for the researcher to arrive at a conclusion of the management
dilemma. Utilizing these questions at the beginning of the research process can help save
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tremendous time because it allows the researcher to crosscheck various internal and external
factors to help narrow potential conclusions. First, I would check for internal issues as the
problem for decrease in beef sales. I would assess the cost of beef to the consumer, the available
menu options, and the quality of the beef. If all internal factors checked out, I would check into
external factors. I would research any significant drop in employment rates in my area during
that six-month period. Beef is an expensive meat, and not everyone can afford it. I would assess
if any major contractors have moved out of the area, taking with them a possible customer base. I
would then create a survey by formulating a research question based on the area’s restaurants
beef sales. My research question would focus on their beef sales within the same six-month
period as my restaurant’s decline. The area restaurants could then review their own receipts
within the period to determine if they also experienced a drop in sales, and if it was due to
internal issues, or external issues such as the beef recall.
Chapter 5, Question 6
Cooper and Schindler (2014) attest that in building a management-research question
hierarchy, there are three major goals to bear in mind: (1) discover the management dilemma, (2)
define the management question, and (3) define research the question(s). Creating a multi-level
class hierarchy for question classification can help develop in-depth answers and thorough
research. According to Bakhtyar et al. (2012), “Question answering systems provide answers to
the questions using various question processing techniques and extracts answers from a set of
documents” (p. 379). In order to develop a research proposal to the editor of Gentlemen’s
Magazine, a management-research question hierarchy is an important step for a comprehensive
study.
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In the case of Gentlemen’s Magazine, the management dilemma is presented as the
unsuccessful attempts to attract shoe manufacturers as advertisers. The main symptoms
developing this particular management concern is due to the sales representatives being told that
men’s clothing stores have become a dying business industry. It may benefit the magazine to re-
direct its management dilemma towards what it can do as a business to attract advertising with
the shift in venue, if it is a result of buying via internet. A significant number of consumers direct
buy from retail websites, so print advertising and “newspaper should embrace the online
newspaper and identify avenues to generate additional advertising revenue” (Sridhar & Sridhar,
2015, p. 316). Finding out how this magazine can attract more advertising is important, finding
out why it isn’t attracting advertising is as equally important. In both instances, research would
need to be conducted by utilizing external sources of information to determine if there is a trend,
and if or how it may be affecting other magazines.
The next step after developing a management question is to frame a research question for
the foundation of the research study. The purpose of developing research questions is to give
potential insight on how a company or business can take action against the issue at hand (Cooper
& Schindler, 2014). A possible research question for understanding the unsuccessful attempts of
attracting shoe manufacturers as advertisers could be, “What can Gentlemen’s Magazine do to
secure shoe manufacturer advertising, despite the negative opinions of the men’s clothing store
industry?” From this, the editor for the magazine stated that a survey (via mail questionnaire)
would help shed light on the importance of men’s clothing stores as outlets for men’s shoes.
Using a survey is a very efficient, cost-effective, and feasible way to gather information
regarding a specific population’s opinions about men’s clothing stores.
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The last steps in developing a research proposal are utilizing investigative and
measurement questions. Investigative questions are mainly concerned with the group or
individual determining the results for course of action within the study. While measurement
questions are the actual method of gathering and collecting data from the surveys. Utilizing
measurement questions is an essential step in producing valuable research, which can be tested
and observed (Cooper & Schindler, 2014). Questions pertaining to the study of how men’s
clothing stores are important outlets for men’s shoe sales may be posed like: Do you
read Gentlemen’s Magazine? Do you believe there is a lack of shoe advertisements within the
magazine? Would you like to see more advertisements of various men’s shoe brands? Do you
buy shoes in men’s clothing stores? Do you believe there needs to be more selection of men’s
shoe brands within men’s clothing stores? If men’s shoes were offered more frequently in men’s
clothing stores, would you be more inclined to shop there?
As briefly shown throughout this discussion, using a management-research question
hierarchy is essential in developing a potential research study. According to Omkarprasad Vaidya
and Sushil Kumar (2006), “Analytic hierarchy process, since its invention, has been a tool at the
hands of decision makers and researchers; and it is one of the most widely used multiple criteria
decision-making tools” (p. 1). Utilizing a detailed systematic process to help concentrating on a
particular dilemma will lead to more accurate and precise results.
Scripture states, “Desire without knowledge is not good, and whoever makes haste with
his feet misses his way” (Proverbs 19:2, English Standard Version). As Christians, it is important
to use a systematic process in gathering information for any type of study or project. Researchers
must have a desire to understand and learn more of a particular area of study. One must be
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dedicated and patient in the process of formulating a research study. In turn, this is very
comparable to the call of Christian living; dedicated and patient for God’s calling and purpose.
Chapter 5, Question 12
When one is developing a management dilemma, the ultimate question boils down to
“what symptom cause management concern?” (Cooper, 2018, p. 108). It doesn’t have to be
narrowed down just yet. In private firms, profitability is usually the biggest topic at the end of
the day, and could possibly branch into sub-dilemmas.
Management questions will usually start with “how”. For example, “how can
management eliminate the negative symptoms?” (Cooper, 2018, p. 108). Because at the end of
the day, management wants to fix the dilemma addressed in the beginning, to keep operations
running as smooth as possible. A research is not a tool to just fix a problem so things could go
back to status quo; it presents a great opportunity that the management team could capitalize on,
to improve, advance, and change if needed.
The research questions should be focused on what the business/firm needs to do in order
to execute and reach the desirables from the management questions. Cooper & Schindler (2018)
suggest the questions should be: what courses of action are available to management to correct
the problem?
In this case, the president’s dilemma could be what is causing loss in clients; due to not
enough new customers, and/or clients leaving for no apparent reasons. Therefore revenues are
cutting down as well.
The management questions should focus on addressing the dilemma as well as
capitalizing on the upcoming research as an opportunity to improve client retention. With all
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dilemmas considered, the management question in this case should be: how can the home health
care service firm attract more clients and retain current ones longer?
The core that energizes and orbits everything around a home health care business is the
quality of the service. Of course, said core consists of many different aspects, such as staff
friendliness and attentiveness, environment, conveniences, and food qualities, etc. Another factor
that could affect the home health care service business is competition, and not necessarily by
humans. “Never before in human history have we been confronted with such a large aging
population, nor have we developed solid, cost-effective solutions for the well-being, healthcare
and social needs of the elderly” (Deen, 2015, p. 573). Smart home technologies have grown into
a mature market and become a popular alternative for home health care. So the research question
here should be, “what should be done to increase customer service satisfaction and differentiate
the level of care provided by a person than technologies.
What does the investor care more than anything? The answer is profit. Therefore, the
overall research should be profit/revenue focused, and service second. The management dilemma
would be, what is causing investors to break apart or be kept at bay from the auto manufacturer?
How could the auto manufacturer become more appealing to attract more investors while
keeping the current investors interested at the same time? This management question captures
both research purposes.
As for the research question, it will be somewhere along the lines of, what should the
auto manufacturer do to incentivize investors?
Retail advertising for newspapers are in a rapid decline and would create a dilemma for
any advertising manager. “Daily newspapers have been declining for at least the past decade,
with reduced circulation, advertising revenue, and staffing” (Johnson, 2014, p. 3). The obvious
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management dilemma here is why there is a lack of retail companies that advertise in the
newspaper. Since larger businesses have more marketing dollars for advertising, they will most
likely utilize digital media to promote their products. Evans (2009) suggests most large retailers
“typically hire firms to design and execute advertising campaigns” (p. 50) and most of these
campaigns are created for digital media outlets. The retail manager may need to consider
approaching different retail demographics, new businesses and smaller businesses which lack the
budget for marketing or making their media platforms appealing.
The inevitable management question is: how to attract more retail companies to advertise
on the newspaper? Lastly, the research question should be focused on what needs to be done in
order to have more retail companies to advertise with the newspaper?
As a public and political figure, research and its topic should be carefully chosen since its
ripple effect is strong and more difficult to predict. “But avoid foolish controversies, genealogies,
dissensions, and quarrels about the law, for they are unprofitable and worthless” (Titus, 3:9 What
Version of the Bible). The management dilemma for a police chief could be why the crime rate is
at an all-time high?
The management question will be how could the police department reduce the crime rate
around the city? Lastly, what actions does the police department needs to take to reduce the
crime rate?
Chapter 6, Question 7
Research compiles data following a path, which has a starting point and an ending. There
are many different methods, all of which produces different results. These results depend on the
type of information needed. Researches start out with a research design and proceed forward.
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According to Cooper and Schindler (2014), “At its core, research is a project and project
management tools such as critical path method (CPM) can be sued to depict sequential and
simultaneous steps and estimate schedule and timetable for each activity or phase of the
research” (p. 125). The design is the basic outline for most all types of research conducted.
Establishing an outline for each step, allows for timely completion, and ensures measured goals
identify key data.
Outlining three methods to research employee’s attitudes towards customer’s interaction
ensuring satisfaction are used with the following: Focus groups, Exploratory, and Simulation.
Focus groups entail a smaller group of people, which then tackle the problems by discussing
problems in depth. According to Cooper and Schindler (2104), “The facilitator or moderator
uses group dynamics principles to focus or guide the group in an exchange of idea, feeling, and
experiences on a specific topic” (p. 133). This type of exchange with a smaller group helps to
pull out principle issues, which otherwise are not explored. If employees are taking out
frustrations with management by not providing the best customer service, and or being rude in
their daily interactions with people, this type of research can identify issues early.
If there are no clearly identifiable problems, an exploratory study is used. According to
Cooper and Schindler (2014), “Exploration is particularly useful when researchers lack a clear
idea of the problems they will meet during the study” (p. 129). The down side to this approach,
no clear defined goal is identified before beginning. Meaning, structure is gone, and the research
might stay into areas, which were not intended. This lack of structure allows people to explore
their feelings, provide input, which is often counterproductive. However, allowing employees
freedom with their thoughts helps give the impression of caring, which fosters better
relationships between management and employees.
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Simulation study employs many different methods. The main focus is to ensure
feedbacks from different types of interactions are understood. There are times where people are
afraid to voice their opinions, which over time add stress, and build resentment in their minds
and affect their jobs. According to Livesay, Lawrence & Miller 2015, “During a change process,
a simulation coordinator can undertake the development workload and alleviate some concerns
for staff time requirements. Additionally the simulation coordinator can act as a change agent
and assist others to adopt new behaviors” (p. 8). This type of research allows for growth
between all parties, which are involved. Allowing this change encourages future behavior is
aligned with corporate goals.
Research is a great tool in finding out solutions to problems. When the problem is
feelings and or emotional attitudes towards management and patrons, research then becomes
extremely difficult. Often times, there might be a small misunderstanding, which is fixed easily
by a written memo, policy change, or a pay raise. Effecting change within an established
organization covering several states or even across borders takes a structured and methodical
approach ensuring all parties involved are given their chance to influence research outcomes.
Scripture states, “The fear of the LORD is the beginning of knowledge, but fools despise wisdom
and instruction” (Proverbs 1:7, New International Version). People who open their minds to the
wisdom of research gain knowledge through experience
Chapter 6, Question 12
In 2009, Proctor and Gamble made the decision to move 240 employees in their IAMS
and Eukanuba pet food operations plant from its headquarters in Vandalia (OH) to Mason (OH)
with the intention of increasing productivity, collaboration, and increased access to P&G’s
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resources as well as their expertise. P&G acquired IAMS in 1999 for $2.3 billion, and while at
this time the future of their pet food research and development team of 250 employees was
uncertain, the move was prompted in an effort to consolidate the consumer products giant’s
pharmaceuticals, personal care and oral care businesses (Tresslar, 2009). A study spanning
several months would then be conducted with a focus on optimizing ways to increase
collaboration and efficiencies, ultimately evaluating if further upcoming changes would impact
the remaining research and development employees in Lewisburg. During this multi-month
study, there are multiple research applications and techniques which could prove to be very
beneficial to P&G.
When contemplating a move there are a multitude of factors which come into play such
as what to do with the existing building structures and the impact the move will have on its
employees. One benefit P&G has for this study, is they have a population to determine what
they can discover if their assumptions of increased collaboration and support are valid. A
valuable tool in this instance would be focus groups. Focus groups are a great method to collect
data, which otherwise would be overlooked. According to Cyr (2017), “A focus group is a data-
collection method that brings together a small group of individuals (i.e., six to eight people) to
discuss a series of open-ended questions. A moderator asks the questions and facilitates the
ensuing discussion. The goal is to understand how people talk about topics of interest” (p.
1038). Focus groups made up of people from the community, who open up regarding their
views on relocation is invaluable. The company can get insight on potential problems before
they happen when the data is analyzed. Interviews with management personnel are definitely
required and should be officially documented. This allows a collective pool of concerns and
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suggestions to be voiced from seasoned and experienced departmental heads; and majority of the
times these leaders in their department will be the focal point of his/her team.
Once the initial group of employees was moved to the new location, specific focus
groups could also be developed to provide valuable insight on whether the move was meeting the
intended strategic hypothesis. Focus groups are typically composed of 6-10 individuals and exist
in situations where a moderator or facilitator utilizes group dynamics to direct and guide the
focus group in an open exchange of ideas, feelings, and experience on a particular topic (Cooper
& Schindler, 2014). This is where the moderator could provide observations on whether the
group is feeling greater P&G support, as they now share a centralized location and provide
feedback and recommendations, which could be used when the relocation of the remaining
research and development employees is evaluated by management. This would provide the
necessary feedback to evaluate if the relocation was beneficial to the organization. While one of
the perceived benefits of focus group is the synergy of interactions between the participants,
there is the risk the participants will be reluctant to share personal struggles and problems within
a group setting (Mehta, 2011). Scripture tells us “Do your best to present yourself to God as one
approved, a worker who has no need to be ashamed, rightly handling the word of truth” (2
Timothy 2:25, English Standard Version). If these surveys and research are conducted in a
proper manner and truthful insight is achieved, this will pave the way for P&G to determine if
the intentions of increased collaboration and efficiencies are being met and provide a solid
groundwork when examining the forthcoming move.
Chapter 7, Question 6
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Corporations large and small all have beginnings. During the formation of these
companies, people build their lives and grow families. These foundations are at the heart and
soul of most small towns. However, over time, people grow old; companies start to stagnate and
business disappears. It becomes harder to find qualified people who want to live in suburban
areas. Younger people who are well educated, want the frills and money, which is associated
with bigger city living. City leaders are also looking to attract businesses, which employ large
amounts of employees, and city leaders aggressively go after business leaders, offering
incentives to move to their locations, cities, districts, with tax incentives.
The goals are to move in people who in turn pay taxes into the city, and the higher
educated the people means more money spent and higher generation of revenue. NCR
Corporation located in Dayton, Ohio, which faced the very same issues regarding bringing in
new blood and keeping themselves competitive found themselves entertaining Duluth, Georgia
on the prospects of moving. NCR long served the Ohio area and through exploration found a
new city, which has a young and vibrant population to fill the ranks, which the city government
offered better tax breaks to move.
Research which goes into moving a large company is immense. There are many different
types to choose from, although two main ones are qualitative and quantitative. Each has their
strengths, and both have controversies viewed by the researchers. According to Cooper and
Schindler (2014), “Qualitative research methodologies have rots in a variety of discipline,
including anthropology, sociology, psychology, linguistics, communication, economics, and
semiotics” (p. 144). Qualitative research has its benefits in helping carefully examine critical
and expensive business decisions, quantitative research typically provides more accurate and
precise data. Qualitative research seeks to obtain a detailed understanding of a situation and
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draws data from a variety of sources such as people, texts, organizations or institutions, objects,
artifacts, events, settings, and environments (Cooper & Schindler, 2014). However, management
over the years has stated qualitative research has human errors. According to Cooper and
Schindler (2014), “Many senior managers maintain qualitative data are too subjective and
susceptible to human error and bias in data collection and interpretations” (p. 144). This state’s
feelings and perceptions can influence the decision process, which can differ from what the data
is saying.
To understand the differences, we have to define quantitative. According to Cooper and
Schindler (2014), “Quantitative research attempts precise measurement of something” (p. 146).
The differences become clear when looking at the definitions. Where one allows for
interpretation, the other does not. NCR used the following qualitative methods to make their
decisions. Case study is one method, which provides in-depth detail of problems with observed
solutions from other organizations experiences. According to Cooper and Schindler (2014), “the
case study, also referred to as the case history, is a powerful research methodology which
combines individual and (sometimes) group interviews with record analysis and observation” (p.
165). Another method NCR might have used is exploratory research. According to Moran
(2017), “A defining feature of exploratory practice is the involvement of teachers and learners as
practitioners for mutual development” (p.307). In the case of NCR, managers were the learners
and found a path for growth through development.
NCR also faces a critical process of staff reduction, which is needed to hire people in
their new state. Finding a qualitative method to reduce the current 1,200 employees, NCR can
conduct individual and group interviews, which help to identify specific needs and wants. NCR
can also use qualitative projective techniques to address skills and perceptions. Reducing the
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force is critical, NCR needs to maintain core knowledge, and allow new employees to be hired at
all levels within the company. Scripture states “The LORD makes firm the steps of the one who
delights in him; though he may stumble, he will not fall, for the LORD upholds him with his
hand (Psalm 37:23-2, New International Version). This reference is about companies stumbling,
and getting up to right themselves. There are times where this is needed, a so-called course
correction to keep the ship straight.
Change is good. Moving to a new city, which has ties to international corporations
increases the chances of building new business. By moving, management moves out the people
who are only there to collect a check, which makes room for new talent to be hired and grow
with the company. Moving is a win win for the health of the company and for the employees
who are hired. The company gets massive tax breaks, which allows for growth without having to
worry tax burdens associated with growth. NCR is positioning them in a place for future growth,
which has all needed comforts of a large city.
Chapter 7, Question 10
Major corporations assign millions of dollars each year toward their company’s
marketing campaigns. The goal of these campaigns is to generate public interest aimed at
increasing product or service sales. Pepsi Corporation has launched numerous campaigns during
the years, including its first global campaign. A Pepsi press release (2012) states Pepsi
Corporation launched “its first global campaign titled, "Live for Now," based on the brand's new
global positioning. Pepsi conducted extensive global research, connecting with thousands of
fans, and "Live for Now" reflects the insight that Pepsi fans all around the world desire to
capture the excitement of now…”[Pep12]. To ensure the campaign is resonating with its targeted
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global audience, Pepsi would benefit from conducting a qualitative research study combined
with a case study. Proverbs 25:2 states “It is the glory of God to conceal a thing: but the honour
of kings is to search out a matter” (KJV).
For Pepsi to determine the success or failure of their campaign, data obtained from
qualitative research would provide necessary conclusions. Qualitative research would draw data
from an array of sources. The audience (consumers and potential consumers), surveys (either
written or on social media), the settings and environment (observation), events (focus groups)
and other concrete sources which would provide the researcher data required to reach a
conclusion on the campaign’s effectiveness. One valid concern with this research method though
lies in the sampling size of the research participants. Cooper and Schindler (2014) suggest “the
fact that results cannot be generalized from a qualitative study to a larger population is
considered a fundamental weakness” (p. 145) with the study. Since the campaign was targeted
towards a global audience, results from a smaller sampling population would not be indicative of
a true sample size of Pepsi’s global marketing campaign. But since qualitative research is “based
on the assumption people are idiosyncratic and have unique and subjective views of their world”
(Treadwell, 2017, p. 212), larger population samples are considered a non-issue.
A case study combined with a qualitative study would provide even more insight into the
success of the campaign. Davis, Golicic and Boerstler (2011) suggests “Different methods
produce different insights, but this does not mean that one method is superior to another” (p.
467). Utilizing qualitative study methods would provide data obtained through individual or
group interviews, focus groups, observational studies and unobtrusive measures which would
“tell the researcher how (process) and why (meaning) things happen as they do” (Cooper &
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BUSI 600-D12 – Group 2 – Forum 1
Schindler, 2014, p.144). In this particular case, how the audience feels about the campaign and
product and what specifically it is about the campaign, which makes them feel a certain way.
While a case study would contribute to that line of research by offering “multiple perspectives of
a single organization, situation, event, or process at a point in time over a period of time”
(Cooper & Schindler, 2014, p.165). The case study would provide data regarding audience
attitude on events or situations directly related to the campaign, such as how participants reacted
to a specific marketing element or reacted to a specific product. The case study would utilize data
from the company, about the company, and data from participants to combine with the qualitative
study in determining audience reaction as a result of the campaign.
Chapter 8, Question 8
The amount of general shopper traffic should be recorded. General shopper traffic would
be the amount of people, which pass by the store, regardless if they come in or not. However,
general traffic recording outside the entrance of a store can be misleading. Foot traffic can
consist of anything from kids running around playing outside stores with their skateboards to a
school or nail salon who have dozens of people coming and going. This approach would need to
be worked out, with the understanding the data, which is presented, is already skewed. This is a
flaw, right from the start on the accuracy of the data, which is recorded.
As for the people who do pass the threshold of the store, another tier of observations
should be conducted. “It is the glory of God to conceal things, but the glory of kings is to search
things out” (Proverb, 25:2). However, it needs to be considered that the majority of people
shopping in grocery stores tend to have family members with them, which adds to the
count. First and foremost, the amount of buyers should immediately distinguished and
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BUSI 600-D12 – Group 2 – Forum 1
documented, as well as the amount of the people who browsed around but walked out empty
handed. Within the data, the amount of time a customer spent on browsing will be extremely
useful as well. For example, did the customer go straight to a product and knew exactly what
he/she was looking for? Or did the customer take a while to browse? This information will help
to determine the conversion rate, which the store needs to achieve.
According to Babakus (2004, p. 772), “aggregation of perceived quality and customer
satisfaction data to the store level can be justified on conceptual, operational, and statistical
grounds. First the study’s conceptual focus is on the relationships of customer perceived quality
and customer satisfaction with store traffic and sales at the store level”. Random surveys should
be conducted among shopper traffic both in and out of the store. For shoppers who are already
inside of the store, surveys should be randomly conducted to collect insightful information on
what makes the shoppers to purchase merchandises from the store. Survey should be a series of
simple questionnaires, which capture the key points of what’s working and what’s not working.
Of course, it’s always difficult to have people willfully filling out a survey; however, in this case,
the surveys could be incentivized. Surveys could be creatively printed as a coupon to offer
discount for in-store purchases, after it’s been filled out. Another conducive method would be to
observe nonverbal behaviors, as they have the potential to provide the desired feedback. By
observing individuals, information can be obtained from their body movement indicating
agitation or product interest, allowing the store to make accommodating improvements. As for
outside shopper traffic, a similar survey should be conducted with the intention to find out what
made the shoppers not wanting to come in. The big management question here should be, “what
could the store do to attract more traffic to come into the store?”
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BUSI 600-D12 – Group 2 – Forum 1
The operational definition should be targeted at a wide array of shoppers. The broad
stroke should be devised into two categories: passing by shoppers and shoppers who come in.
Among the passing by shoppers, it should be further broken down into gender and ages. As for
the shoppers who pass the store threshold, it should be broken down into shoppers who bought
merchandises and shoppers who simply browsed.
Observers must be proactive. The surface definition of observer could lead people into
presuming they simply need to “look”. The instruction needs to tell all observers to be proactive
in engaging shoppers and asking critical questions. Observers should handout as many surveys as
possible. If rejected, observers should verbally communicate with shoppers to find out as much
information as possible, such as what made them come into the store, what made them purchase
the merchandises, etc.
Shopper traffic should be sampled based on genders, age and most importantly, shoppers
who came into the store. “Retailer also operates a wide variety of stores that vary in daily traffic,
geographic location, and site location. Such variety allowed us to control for these variables
although they are not the focus of our study. Data collection began by using stratified random
sampling based on geographic region to select a sample of 306 stores” (Maxham, 2008, p. 20). A
predetermined size should be applied to this research to set boundaries.
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BUSI 600-D12 – Group 2 – Forum 1
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BUSI 600-D12 – Group 2 – Forum 1
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