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business
business communication

Questions and Answers of Business Communication

Use the eight design descriptors in Exhibit 6-3 to profile the research described in the Chapter Snapshots.
Kraft will split off its global snack business this year, naming it Mondelez International. The name came from a massive name suggestion program from Kraft employees, involving more than 1,700 names
P&G announced May 28, 2009 that it would move its IAMS pet food division from Vandalia (OH) to Mason (OH). The move affected 240 workers, which were offered positions to join the 2,000 workers
On Thursday, May 28, 2009, in a presentation to financial analysts, the CEO of P&G announced a break from tradition. It would release Tide Basics, a value-oriented version of its leading Tide
How does qualitative research differ from quantitative research?
How do data from qualitative research differ from data in quantitative research?
Why do senior executives feel more comfortable relying on quantitative data than qualitative data? Why might a qualitative research company lesson the senior-level executives’ skepticism?
Distinguish between structured, semistructured, and unstructured interviews.
Assume you are a manufacturer of small kitchen electrics, like Hamilton Beach/Proctor Silex, and you want to determine if some innovative designs with unusual shapes and colors developed for the
NCR Corporation, known as a world leader in ATMs, point-of-sale (POS) retail checkout scanners and check-in kiosks at airports, announced June 2009 that it would move its world headquarters from
What dilemma does HealthPlus face, and why has the company turned to focus groups for insights?
Conduct a focus group among students in your class on one of these topics:(a) Our department’s problems offering requirements and electives essential for meeting your graduation expectations. (b)
Pepsi launched a new global branding campaign based on the concept of live in the moment called “Live For Now.” It did extensive research prior to the campaign’s launch. What research should be
Assume you are Hallmark. You have identified four new themes for your Hispanic-targeted cards, Sinceramente Hallmark. You now need research to help your card designers create cards that correctly
Compare the advantages and disadvantages of the survey to those of observation. Under which circumstances could you make a case for using observation?
What ethical risks are involved in observation? In the use of unobtrusive measures?
Distinguish between the following:(a) The relative value of communication an observation.(b) Nonverbal, linguistic, and extra-linguistic analysis.(c) Factual and inferential observation.
The observer-participant relationship is an important consideration in the design of observational studies. What kind of relationship would you recommend in each of the following cases?(a)
Assume you are the manufacturer of modular office systems and furniture as well as office organization elements (desktop and wall organizers, filing systems, etc.). Your company has been asked to
Amazon’s Kindle, its electronic book, magazine, and newspaper reader, has been far more successful that its SONY competitor. This could be at least somewhat influenced by the “Oprah factor,” as
You wish to analyze the pedestrian traffic that passes a given store in a major shopping center. You are interested in determining how many shoppers pass this store, and you would like to classify
Develop the investigative questions that should have guided Sara’s observation study of HomeExtravaganza.
Using Exhibit 8-3, identify the type of study described in each of the Snapshots featured in this chapter.
Walmart got a very mixed reaction when it announced that after 30 years it was eliminating greeters from its overnight shift in more than 3800 stores, redefining the role of dayshift greeters, and
The Casey Anthony murder trial garnered headlines around the world, not just for the gavel-to-gavel news coverage it received but for the ‘not guilty’ verdict on murder for the death of her
Distinguish between the following: a) Internal validity and external validity. b) Pre-experimental design and quasi-experimental design. c) History and maturation. d) Random sampling, randomization,
Compare the advantages of experiments with the advantages of survey and observational methods.
What ethical problems do you see in conducting experiments with human subjects?
A lighting company seeks to study the percentage of defective glass shells being manufactured. Theoretically, the percentage of defectives is dependent on temperature, humidity, and the level of
Much Internet advertising is priced based on click-through activity. A prospect is shown an ad on a host website based on search words he or she might have entered in a search engine such as Google
A pharmaceuticals manufacturer is testing a drug developed to treat cancer. During the final stages of development the drug’s effectiveness is being tested on individuals for different (1) dosage
You are asked to develop an experiment for a study of the effect that compensation has on the response rates secured from personal interview subjects. This study will involve 300 people who will be
What type of experimental design would you recommend in each of the following cases? Suggest in some detail how you would design each study:(a) A test of three methods of compensation of factory
Design an experiment for the opening vignette.
Using Exhibit 9-4, diagram an experiment described in one of the Snapshots in this chapter using research design symbols.
One of the hardest aspects of a merger is making the IT systems of the merging companies talk with each other. That problem grows in magnitude when you are talking about merging airlines, Continental
Distinguish among response error, interviewer error, and nonresponse error.
How do environmental factors affect response rates in personal interviews? How can we overcome these environmental problems?
Assume you are planning to interview shoppers in a shopping mall about their views on increased food prices and what the federal government should do about them. In what different ways might you try
In recent years, in-home personal interviews have grown more costly and more difficult to compete. Suppose, however, you have a project in which you need to talk with people in their homes. What
In the following situations, decide whether you would use a personal interview, telephone survey, or self-administered questionnaire. Give your reasons. (a) A survey of the residents of a new
You decide to take a telephone survey of 40 families in the 721-exchange area. You want an excellent representation of all subscribers in the exchange area. Explain how you will carry out this study.
You plan to conduct a mail survey of the traffic managers of 1,000 major manufacturing companies across the country. The study concerns their company policies regarding the payment of moving expenses
A major corporation agrees to sponsor an internal study on sexual harassment in the workplace. This is in response to concerns expressed by its female employees. How would you handle the following
Define the appropriate communication study for the Albany Outpatient Laser Clinic.
Using Exhibit 10-1 as your guide, graph the communication study you designed in question 9.
As competition for a scarcer dollar increases, an increasing number of companies are taking action by fostering customer-centric cultures that enhance satisfaction and drive bottom-line
What can we measure about the four objects listed below? Be as specific as possible.(a) Laundry detergent (b) Employees(c) Factory output - We (d) Job satisfaction
What are the essential differences among nominal, ordinal, interval, and ratio scales? How do these differences affect the statistical analysis techniques we use?
What are the four major sources of measurement error? Illustrate by example how each of these might affect measurement results in a face-to-face interview situation.
Do you agree or disagree with the following statements? Explain.(a) Validity is more critical to measurement than reliability.(b) Content validity is the most difficult type of validity to
You have data from a corporation on the annual salary of each of its zoo employees.(a) Illustrate how the data can be presented as ratio, interval, ordinal, and nominal data.(b) Describe the
Below are listed some objects of varying degrees of abstraction. Suggest properties of each of these objects that can be measured by each of the four basic types of scales.A. Store customersB. Voter
You have been asked by the head of marketing to design an instrument by which your private, for-profit school can evaluate the quality and value of its various curricula and courses. How might you
As part of its bankruptcy restructuring, on June 3, 2009, General Motors (GM) debuted an ad campaign that revealed glimmers of a streamlined GM: fewer brands (Cadillac, Buick, Chevrolet, GMC) and
You have been asked to develop an index of student morale in your department.(a) What constructs or concepts might you employ?(b) Choose several of the major concepts, and specify their
Using Exhibit 11-3 and one of the case questionnaires on the text website (www.mhhe.com/cooper12e), match each question to its appropriate scale type. For each scale type not represented, develop a
After more than 75 years in the business, Walsworth Publishing’s leadership was well aware of the efforts that go into juggling school work and the production of a high-quality school yearbook.
Discuss the relative merits of, and problems with:(a) Rating and ranking scales.(b) Likert and differential scales.(c) Unidimensional and multidimensional scales.
Assume you are Menu Foods and you planned a major research study just prior to the largest pet food recall in our history. You plan to proceed with the study and feel you must add one or more
An investigative question in your employee satisfaction study seeks to assess employee “job involvement.” Create a measurement question that uses the following scales:a. A graphic rating scale.b.
You receive the results of a paired-comparison preference test of four soft drinks from a sample of 200 persons. The results are as follows:a) How do these brands rank in overall preference in this
One of the problems in developing rating scales is the choice of response terms to use. Below are samples of some widely used scaling codes. Do you see any problem with them?a) Yes—Depends—Nob)
You are working on a consumer perception study of four brands of bicycles. You will need to develop measurement questions and scales to accomplish the tasks listed below. Be sure to explain which
Below is a Likert-type scale that might be used to evaluate your opinion of the educational degree program in which you are enrolled. There are five response categories: Strongly Agree, Agree,
What is the basis of Jason and Myra’s argument for the need for an arbitrary scales to address customer satisfaction?
Using the response strategies within Exhibit 12-1 or 12-10, which would be appropriate and add insight to understanding the various indicants of student demand for the academic program in which the
Distinguish between:a. Direct and indirect questions.b. Open-ended and closed questions.c. Research, investigation, and measurement questions.d. Alternative response strategies.
Why is the survey technique so popular? When is it not appropriate?
What special problems do open-ended questions have? How can these be minimized? In what situations are open-ended questions most useful?
One design problem in the development of survey instruments concerns the sequence of questions. What suggestions would you give to researchers designing their first questionnaire?
One of the major problems facing the designer of a survey instrument concerns the assumptions made. What are the major “problem assumptions”?
Following are six questions that might be found on questionnaires. Comment on each as to whether or not it is a good question. If it is not, explain why. (Assume that no lead-inn or screening
Design the introduction of the Albany Outpatient Laser Clinic survey, assuming it will continue to be a self-administered questionnaire.
Using Exhibits 13-1, 13-4, and 13-10, develop the flowchart for the Albany Outpatient Laser Clinic study in the opening vignette.
Government economic data reveals that young adults, not middle-aged or older adults, are having the most difficult time in today’s economy. Although the nation’s labor market shows a decline in
Distinguish between:(a) Statistic and parameter(b) Sample frame and population(c) Restricted and unrestricted sampling(d) Simple random and complex random sampling(e) Convenience and purposive
Under what kind of conditions would you recommend:(a) A probability sample? A nonprobability sample?(b) A simple random sample? A cluster sample? A stratified sample?(c) A disproportionate stratified
Describe the differences between a probability sample and a nonprobability sample.
Why would a researcher use a quota purposive sample?
Your task is to interview a representative sample of attendees for the large concert venue where you work. The new season schedule includes 200 live concerts featuring all types of musicians and
Your large firm is about to change to a customer-centered organization structure, where employees who have rarely had customer contact will now likely significantly influence customer satisfaction
Design an alternative probability sample that will be more representative of infrequent and potential riders for the CityBus project.
How would you draw a cluster sample for the CityBus project?
Using Exhibit 14-8 as your guide, for each sampling technique describe the sampling frame for a study of employers’ skill needs in new hires using the industry in which you are currently working or
When Nike introduced its glow-in-the-dark Foamposite One Galaxy sneakers, fanatics lined up at distributors around the country. As crowds became restless, jockeying for position at the front of
During the 2010 Super Bowl, the Snicker’s candy bar campaign was voted the best ad by women 18 or older, men 18 or older, and youth 17 or younger. This ad features a neighborhood football game in
Define or explain:a) Coding rulesb) Spreadsheet data entryc) Bar codesd) Precoded instrumentse) Content Analysisf) Missing datag) Optical mark recognition
How should the researcher handle “don’t know” responses.
You study the attrition of entering college freshmen (those students who enter college as freshmen but don€™t stay to graduate.). You find the following relationships between attrition,
Select a small sample of class members, work associates, or friends and ask them to answer the following in a paragraph or two: “What are your career aspirations for the next five years?” Use one
Simplement, Inc., which provides data sourcing solutions for Systems Applications and Products (SAP) customers, announced the achievement of subsecond response times for discovery and exploration in
An article posted by AdAge Media News on June 18, 2012 revealed that “a study commissioned by the Online Publishers Association found that 54 percent of tablet users prefer free, ad-supported apps
Define or explain:a) Marginalsb) Pareto diagramc) Nonresistant statisticsd) Lower unit controle) The five-number summary
Suppose you were preparing two-way tables of percentages for the following pairs of variables. How would you run the percentages?a) Age and consumption of breakfast cereal.b) Family income and
You study the attrition of entering college freshmen (those students who enter college as freshmen but don€™t stay to graduate.). You find the following relationships between attrition,
A local health agency is experimenting with two appeal letters, A and B, with which to raise funds. It sends out 400 of the A appeal and 400 of the B appeal (each subsample is divided equally among
Assume you have collected data on sales associates of a large retail organization in a major metropolitan area. You analyze the data by type of work classification, education level, and whether the
Asustek, the Taiwanese manufacturer that basically invented the net book category, has been researching more radical design ideas, including a classy wrist-top computer, the Wave face Ultra. It is
Identify the variables being cross-tabulated by Sammye. Identify some plausible reasons why such an exploration would be a good idea.

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