Business Research Methods, Schindler, 13e BBDM3013: Tutorial Questions

Chapter 03 – Stage 1: Clarify the Research Question

CHAPTER 3
Stage 1: Clarify the Research Question

1. Explain how each of the five evaluation factors for a secondary source
influences its management decision-making value:

(a) Purpose,
- The objective of the secondary source informs the management about the intent
with which the document was prepared and if it has achieved its goal. The intent
can highlight the reason for it’s was development. The management through this
can identify if any information bias has been presented by the source.

(b) Scope,
- Scope helps management to identify the situations in which the secondary source is
valid and if it applies to them. The data presented should be recent, regularly
updated, valid across the geography and demography required, and analyzed
according to industry benchmarks.

(c) Authority,
- The credibility of the data and the author of a secondary source is extremely
important. Management's trust in the data depends on the authenticity of the source.
As secondary sources can be prepared by anybody, only data sources from verified
agencies or credible research bodies are used in research.

(d) Audience,
- Information sources published are always intended towards a certain group of users.
This can be towards researchers, students for academic purposes, government
officials, or casual reading. Each document based on the audience can be presented
with different biases and format. The management needs to validate the type of
audience the data is intended for its correct usage.

(e) Format
- The way the data is presented in secondary sources helps the researcher to quickly
understand and interpret the facts required by the management. The format may
include charts, tables, infographics, videos, etc. Each format has its own pros and
cons in depicting research. The management needs to identify the correct format
required for their secondary research suitable for their needs.

2. You have been approached by the editor of Gentlemen’s Magazine to carry out a
research study. The magazine has been unsuccessful in attracting shoe
manufacturers as advertisers beause men’s clothing stores are a small and
diminishing segment of their business. Gentlemen’s Magazine is distributed
chiefly to men’s clothing stores; the manufacturers reasoned that it was,
therefore, not a good vehicle for their advertising. The editor believes that a

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 survey of men’s clothing stores in the United States will probably show that
these stores are important outlets for men’s shoes, and are not declining in
importance as show outlets. Develop the management-research question
hierarchy that will help you develop a specific research proposal.

3. Develop the management-research question hierarchy (Exhibits 3-2 and 3-3),

citing management dilemma, management question, and research question(s) for
each of the following:
a. The president of a home health care services firm.
b. The vice president of investor relations for an auto manufacturer.
c. The retail advertising manager of a major metropolitan newspaper.
d. The chief of police in a major city.

4. When Oreo cookies turned 100, Nabisco celebrated with a limited-edition-flavor

release called Birthday Cake Oreos, with the taste of Funfetti cake and rainbow
sprinkles within the filling center. According to Vanity Fair, this Oreo is a very
sweet smell and taste experience. Oreos are the number one packaged cookie
brand, selling more than $778.8 million each year. Oreo comes in more than 30
flavor versions, including original, Golden, Double Stuff, and Green Tea. If you
were deciding whether to introduce a new Oreo as part of the celebration, how
would you frame the question hierarchy?

5. At a BMW staff meeting, employees were told “We’re in the midst of an electric
assault,” referring to electric cars introduced by Mercedes, Porsche, Jaguar, and
most notably, Tesla. A fund manager at Union Investment, parroted this
sentiment, “BMW is falling behind in electrics.” Develop an exhibit similar to
Exhibit 3-4 for this management dilemma.

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