Assessment Activity Questions (Business Research Course) - Respect Writer

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bringingresearchtolife Mdw Myra Wines, director of consumer affairs for MindWriter, Inc., has been charged with the task

of assessing MindWriter's CompleteCare program for servicing laptops. As a result, she sent

several well-respected research firms a request for proposal (RFP), and she and her team are interviewing the last of those firms, Henry & Associates.

Newly promoted to her position, Wines has a TV journalism and government public relations

background. She has been a MindWriter laptop owner

since it came on the market decades earlier and has

never personally experienced a problem. She wants a

research supplier from whom she can learn, as well as

one whom she can trust to do appropriate, high-quality research.

The last interviewee is Jason Henry, managing

partners, Henry & Associates. H&A comes highly recommended by a professional colleague in a different industry. H&A has gained a reputation for merging

traditional methodologies with some creative new approaches. Myra is interested in exploring the firm's

methodology for customer satisfaction studies. As Wines

approaches Henry in the waiting area, she extends her

hand. "Welcome to MindWriter, Jason. I'm Myra Wines."

Henry rises, clasping Wines's hand in a firm hand

shake. "Pleased to meet you, Myra." Myra directs Jason's attention to a long corridor.

"My team members are gathered in our conference room just down this hall. Let's join them, shall we?"

The interview process starts with Henry's short pre- sentation on H&A and its capabilities. As the interview progresses, Henry shares some impressive results

accomplished for former clients in noncompetitive

industries. The last slide in his presentation features a

top industry award H&A recently won for its customer

satisfaction methodology.

During the Q&A that follows, Henry demonstrates current knowledge of the computer industry (he's obviously read numerous articles), confidence, and

expertise, at a level that Wines initially had not expected given his relatively youthful appearance. At the conclusion of the interview, Wines is leaning toward hiring Henry &

Associates, but wants to confer with her team.

The next day, Myra calls Jason at his office. "We've

chosen Henry & Associates for the MindWriter CompleteCare assessment contract. Congratulations:'

"Thank you," accepts Jason. "You've made the right choice."

"I've got two seats on a flight to Austin next

Wednesday," shares Myra. "Can you join me? This will be my first look at the CompleteCare facility and my first face-to-face contact with its manager. I'd like

someone along who can lay the groundwork for the project and understand the number crunching that's already been done."

The phone goes silent as Jason pauses to consult

his BlackBerry. Two internal meetings will need to

be shifted, but MindWriter is an important new client.

"Yes, I can work that in as long as we're back by 7 p.m. I've got an evening commitment."

"Shouldn't be a problem," shares Myra. "Those

seats I mentioned are on the corporate jet. We'll be back by 5:30. I'll meet you in the lobby at the county

airstrip at 8 a.m. Wednesday then."

"A quick question," interrupts Jason before Myra can disconnect. "I need some idea of what's happening at this meeting."

"The meeting is to get you started. I'll introduce

you to other people you will be working with and

share more details about the concerns we have with the

CompleteCare program," shares Myra.

"Fine. Can you arrange a third seat? It would be best to include Sara Arens from the very beginning. Her expertise will be crucial to the success of the assessment program."

"Yes, you mentioned her before. That shouldn't be a problem, but I'll check and get back to you."

"Then, Wednesday, Sara and I will plan on asking

probing questions and listening to discover exactly what

bringingresearchtolifecont'd

facts management has gathered, what the managers are

concerned about, what the problem is from their point

of view, what the problem really is at various levels of

abstraction ..." "Listening to people. Discussing. Looking at things

from different viewpoints. Those are things I am also

very good at," shares Myra.

"Good. After we hear them out, we come to what H&A is good at: Measurement. Scaling. Project design.

Sampling. Finding elusive insights. May I assume we'll

be collaborating on the report of results?" "Absolutely. I'll call you back within 10 minutes

about that third seat."