NCRCC Case Study Three 1
Running head: NCRCC
NCRCC Case Study Three
Richard Larkin
Liberty University
NCRCC Case Study Three 2
NCRCC Case Study Two
If you were McMahon Group, how would you present the findings of your study to the
NCRCC board? Explain the rationale for your chosen method.
Given the scope of the research, had I been working for the McMahon Group I most
likely would have presented the findings of the study to the NCRCC board in a long form
management report. This type of report would have been best because it will offer a breakdown
of the research findings in a nontechnical way that will help the management of the country club
understand the data that is being presented as well as give them a way to quickly find the
information that is of the most value to them so they can quickly work to fix any critical issues
that the report may have found. In order to adequately convey the findings of the report, visual
displays will be utilized, these visual displays will be used frequently and liberally in order to
show the data to the customer in a way that is easy to understand (Cooper & Schindler, 201).
In addition to presenting the findings of the study to the organization’s top management
in a report, an oral report will be given as well by a representative of the McMahon Group. The
representative will be skilled in the art of oral presentations and will address the following
questions that have been answered through this study: Who are they (the customers), Why are
they here (golfing, socialization, dining), What keeps them up at night (major problems with the
country club), What do you want them to do (What do the customers want management to do in
order to fix their issues with the county club), Should you (management) expect resistance, How
can you best reach them (the customer) (Cooper, & Schindler, 2014)? Each of these questions
should be answered in the meeting by the organizations representative and should help provide
clear direction for the staff of the country club to make wise decisions regarding their customer’s
wishes in the future.
NCRCC Case Study Three 3
Presenting the results of the study directly to senior management is an important part of
the study because they are not only the ones who will ultimately make the final decisions going
forward regarding how the country club will respond to the findings of the study, but they are
also the ones that have leant their support to the study which helped attract team members to help
with the study, they provided the funding for the study. According to Brown and Eisenhardt
(1995) they state, “the ability of senior management to provide what they term subtle control also
is important to both superior process performance and effective products” (p. 371).
Part of the presentation on the research results involves mixing quantitative (statistical
data) and qualitative (exploratory) research. These two types of research approaches are not
commonly mixed together; however, for the purposes of this study it may be necessary to
combine the two. According to Bryman (2006) he states, “Uncovering the actual integration of
qualitative and quantitative approaches in any particular study is considerably more complex
undertaking than simply classifying the study into a particular category on the basis of a few
broad dimensions or characteristics” (p. 99). In other words, the results of the study can be a
qualitative/quantitative combination, but it is not common to combine these types of studies.
What would you recommend to the board of NCRCC with respect to adding facilities like
tennis courts, a swimming pool, a spa, a fitness center, and a year-round driving range?
When providing the results of the research study to the board of NCRCC, I would
recommend that the board begin to conduct a cost analysis for implementing new facilities into
the country club such as tennis courts, swimming pool, spa, etc. It would be a recommendation
to take a look at the most desired amenities and then look at the cost of those amenities. Most
NCRCC Case Study Three 4
likely it would be beneficial to start a gym first and then begin working on building new tennis
courts as well as a swimming pool and spa. As these features are slowly brought into play, new
memberships will be obtained, as people will want to utilize the new facilities in addition to
playing a round of golf. This may also give the parents a place to send their children (i.e. the
swimming pool) while they are playing a round of golf or a game of tennis and therefore keep
their family healthy and happy at the new country club.
NCRCC Case Study Three 5
References
Brown, S. L., & Eisenhardt, K. M. (1995). Product Development: Past Research, Present
Findings, and Future Directions. Academy Of Management Review, 20(2), 343-378.
doi:10.5465/AMR.1995.9507312922
Bryman, A. (2006). Integrating quantitative and qualitative research: how is it done?. Qualitative
Research, 6(1), 97-113. doi:10.1177/1468794106058877
Cooper, D. R., Schindler, P. S. (2014). Business Research Methods. McGraw-Hill Irwin.
New York, NY.
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