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 Dayton (OH) to Duluth (GA), a suburb of Atlanta, after more than 125 years. An employer of 1200 mostly high-salaried, professional workers in Dayton, NCR was enticed to move by Georgia’s offer of more than $56.9 million in tax credits; it’s fast-growing, educated 25- to 34-year-old population cohort; international offices for 10 European state governments; and the busiest international airport (Atlanta) in the world.
(a) What qualitative research might NCR have done to reach this decision?
(b) NCR will use its move to Georgia to downsize its world headquarters workforce. What qualitative research could help NCR determine to which of its 1200 employees to offer positions in Duluth?