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business research methods
Business Research Methods 11th Edition Donald Cooper, Pamela Schindler - Solutions
1 Distinguish between:a Direct and indirect questions.b Open-ended and closed questions.c Research, investigative, and measurement questions.d Alternative response strategies.
e. How are repaired laptops packaged for return shipping?What is the cost of alternative rigid foam inserts and expandable-foam packaging? Would new equipment be required if the packaging were changed? Would certain shipping-related complaints be eliminated with new packaging materials?
d. How good is the repair group? What problems are most common? What repair processes are involved in fi xing these problems? For what percentage of laptops is the repair completed within the promised time limit? Are customers’problems fully resolved? Are there new problems with the newer models?
c. How good is the transportation company? Does it pick up and deliver the system responsively? How long must customers wait for pickup and delivery? Are the laptops damaged due to package handling?
b. How well is the call center helping customers? Is it helping them with instructions? What percentage of customers’technical problems is it solving without callbacks or subsequent repairs? How long must customers wait on the phone?
a. Are customers’ expectations being met in terms of the time it takes to repair the systems? What is the customers’ overall satisfaction with the CompleteCare service program and the MindWriter product?
5. Should metropolitan repair centers be established to complement or replace in-factory repair facilities? Replacing an imprecise management question with specifi c measurement questions is an exercise in analytical reasoning. We described that process incrementally in the MindWriter features in
4. Should the return packaging be modifi ed to include premolded rigid foam inserts, conforming-expanding foam protection, or neither? Replacing an imprecise management question with specifi c measurement questions is an exercise in analytical reasoning. We described that process incrementally in
3. Should the repair diagnostic and repair sequencing operations be modifi ed? Replacing an imprecise management question with specifi c measurement questions is an exercise in analytical reasoning. We described that process incrementally in the MindWriter features in Chapters 3, 4, and 13. In
2. Should ABC Courier Service be replaced by an overnight air transport? Replacing an imprecise management question with specifi c measurement questions is an exercise in analytical reasoning. We described that process incrementally in the MindWriter features in Chapters 3, 4, and 13. In Chapter 3,
1. Should the technical representatives be given more intensive training? Replacing an imprecise management question with specifi c measurement questions is an exercise in analytical reasoning. We described that process incrementally in the MindWriter features in Chapters 3, 4, and 13. In Chapter
10 According to BusinessWeek, the U.S. workforce is becoming a temporary workforce. Even full-time workers are often contract employees without health, vacation, or other benefi ts. What measurement scale(s) would be appropriate to measure this trend?
8 What is the basis of Jason and Myra’s argument for the need of an arbitrary scale to address customer expectations?
6 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 data levels (nominal, ordinal, interval, ratio) are appropriate and which quantitative techniques you
5 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 problems with them?a Yes—Depends—No b Excellent—Good—Fair—Poor c Excellent—Good—Average—Fair—Poor d Strongly
4 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 sample?b Develop an interval scale for these four brands. Koak Zip Mr. Pabze Peepers Koak 50* 115
3 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 A multiple rating list.Which scale do you recommend and why?
2 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 questions to measure the consumer’s confi dence that your fi rm will be able to recover. Draft a scale
1 Discuss the relative merits of and problems with:a Rating and ranking scales.b Likert and differential scales.c Unidimensional and multidimensional scales.
Discuss The characteristics and use of rating, ranking, sorting, and other preference scales.
Discuss The critical decisions involved in selecting an appropriate measurement scale.
Discuss The nature of attitudes and their relationship to behavior.
12 As part of its bankruptcy restructuring, on June 3, 2009, General Motors (GM) launched an ad campaign that revealed glimmers of a streamlined GM: fewer brands (Cadillac, Buick, Chevrolet, GMC) and fewer models within each brand.a What research would you have done to determine which vehicle
11 Using Exhibit 11-3 and one of the case questionnaires on your text CD, match each question to its appropriate scale type. For each scale type not represented, develop a measurement question that would be of that scale type.
10 Given that Glacier Symphony has previously measured its customer satisfaction by survey, how might Jason assess the internal validity of the Glacier questionnaire?
9 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 dimensions.c Select observable indicators that you might use to measure these dimensions.d How would you compile
8 A new hire at Mobil Oil, you are asked to assume the management of the Mobil Restaurant Guide. Each restaurant striving to be included in the guide needs to be evaluated.Only a select few restaurants may earn the fi ve-star status.What dimensions would you choose to measure to apply the one to fi
7 You have been asked by the head of marketing to design an instrument by which your private, for-profi t school can evaluate the quality and value of its various curricula and courses. How might you try to ensure that your instrument has:a Stability?b Equivalence?c Internal consistency?d Content
6 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 customers.b Voter attitudes.c Hardness of steel alloys.d Preference for a particular common stock.e Profi tability of
5 You have data from a corporation on the annual salary of each of its 200 employees.a Illustrate how the data can be presented as ratio, interval, ordinal, and nominal data.b Describe the successive loss of information as the presentation changes from ratio to nominal.
4 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 diffi cult type of validity to determine.c A valid measurement is reliable, but a reliable measurement may not be valid.d Stability and
3 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.
2 What are the essential differences among nominal, ordinal, interval, and ratio scales? How do these differences affect the statistical analysis techniques we can use?
1 What can we measure about the four objects listed below?Be as specifi c as possible.a Laundry detergent b Employees c Factory output d Job satisfaction
Discuss The criteria for evaluating good measurement.
Discuss The four major sources of measurement error.
Discuss The similarities and differences between the four scale types used in measurement and when each is used.
Discuss The distinction between measuring objects, properties, and indicants of properties.
11 How might Apple use the survey methodology to evaluate the success of its iPad?
10 Using Exhibit 10-1 as your guide, graph the communication study you designed in question 9.
9 Defi ne the appropriate communication study for the Albany Outpatient Laser Clinic.
8 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 issues:a The communication approach (self-administered, telephone, personal interview, and/or
7 You plan to conduct a mail survey of the traffi c managers of 1,000 major manufacturing companies across the country.The study concerns their company policies regarding the payment of moving expenses for employees who are transferred. What might you do to improve the response rate of such a
6 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.
5 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 subdivision on why they happened to select that area in which to live. You also wish to secure some
4 In recent years, in-home personal interviews have grown more costly and more diffi cult to complete. Suppose, however, you have a project in which you need to talk with people in their homes. What might you do to hold down costs and increase the response rate?
3 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 to motivate shoppers to cooperate in your survey?
2 How do environmental factors affect response rates in personal interviews? How can we overcome these environmental problems?
1 Distinguish among response error, interviewer error, and nonresponse error.
Why an organization might outsource a communication study.
Discuss The major advantages and disadvantages of the three communication approaches.
Discuss The major sources of error in communication studies and how to minimize them.
What factors affect participation in communication studies.
Discuss The process for selecting the appropriate and optimal communication approach.
13 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 or Bing. If the prospect clicks directly on the ad they see on the host website to visit the
12 Using Exhibit 9-4 , diagram an experiment described in one of the Snapshots in this chapter using research design symbols.
11 Design an experiment for the opening vignette.
10 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 workers. The methods are hourly wage, incentive pay, and weekly salary. The dependent variable is
9 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 assigned to one of the following conditions: (1) no compensation, (2) $1 compensation, and (3) $3
8 A pharmaceuticals manufacturer is testing a drug developed to treat cancer. During the fi nal stages of development the drug’s effectiveness is being tested on individuals for different(1) dosage conditions and (2) age groups. One of the problems is patient mortality during experimentation.
7 Describe how you would operationalize variables for experimental testing in the following research question: What are the performance differences between 10 microcomputers connected in a local-area network (LAN) and one minicomputer with 10 terminals?
6 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 artisan expertise. Complete historical data are available for the following variables on a daily basis
5 What essential characteristics distinguish a true experiment from other research designs?
4 What ethical problems do you see in conducting experiments with human subjects?
3 Why would a noted business researcher say, “It is essential that we always keep in mind the model of the controlled experiment, even if in practice we have to deviate from an ideal model”?
2 Compare the advantages of experiments with the advantages of survey and observational methods.
1 Distinguish between the following:a Internal validity and external validity.b Preexperimental design and quasi-experimental design.c History and maturation.d Random sampling, randomization, and matching.e Environmental variables and extraneous variables.
Discuss The three types of experimental designs and the variations of each.
Discuss Internal and external validity with experimental research designs.
Discuss The seven steps of a well-planned experiment.
Discuss The advantages and disadvantages of the experimental method.
Discuss The uses for experimentation.
11 Amazon’s Kindle, its electronic book, magazine, and newspaper reader, has been far more successful than its SONY competitor. This could be at least somewhat infl uenced by the “Oprah factor”; the Kindle was fi rst introduced on the Oprah show and strongly endorsed by the mega-mogul. But
10 Using Exhibit 8-3 , identify the type of study described in each of the Snapshots featured in this chapter.
9 Develop the investigative questions that should have guided Sara’s observation study of HomeExtravaganza.
8 You wish to analyze the pedestrian traffi c that passes a given store in a major shopping center. You are interested in determining how many shoppers pass by this store, and you would like to classify these shoppers on various relevant dimensions. Any information you secure should be obtainable
7 Develop a checklist to be used by observers in the previous study.a Determine how many observers you need, and assign two or three to a specifi c observation task.b Compare the results of your group members’ checklists for stability of recorded perceptions.
6 Assume you are the manufacturer of modular offi ce systems and furniture as well as offi ce organization elements(desktop and wall organizers, fi ling systems, etc.). Your company has been asked to propose an observation study to examine the use of offi ce space by white-collar and managerial
5 The observer–participant relationship is an important consideration in the design of observation studies. What kind of relationship would you recommend in each of the following cases?a Observations of professional conduct in the classroom by the student author of a course evaluation guide.b
4 Distinguish between the following:a The relative value of communication and observation.b Nonverbal, linguistic, and extralinguistic analysis.c Factual and inferential observation.
3 Based on present or past work experience, suggest problems that could be resolved by using observation-based data.
2 What ethical risks are involved in observation? In the use of unobtrusive measures?
1 Compare the advantages and disadvantages of the survey to those of observation. Under which circumstances could you make a case for using observation?
• Which design elements contribute to customer confusion?
• Which design elements diffuse customer confusion?
• What do employees do that contributes to customer confusion?
• What do employees do to reduce or eliminate customer confusion?
Discuss The various designs of observation studies.
Discuss The three perspectives from which the observer–participant relationship may be viewed in observation studies.
Discuss The weaknesses of the observation approach in research design.
Discuss The strengths of the observation approach in research design.
What are The distinctions between monitoring nonbehavioral and behavioral activities.
When observation studies are most useful.
10 NCR Corporation, known as a world leader in ATMs, pointof-sale (POS) retail checkout scanners, and check-in kiosks at airports, announced in 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 1,200
9 Conduct a focus group among students in your class on one of the following topics:a our department’s problems offering requirements and electives essential for meeting your graduation expectations.b Entertainment sponsored by your university to bring the community on campus.
8 Use Exhibit 7-7 to develop the recruitment screener for the research you described in your answer to question 5.
7 What dilemma does HealthPlus face, and why has the company turned to focus groups for insights?
6 Assume you are Hallmark. (See the Snapshot on page 179.)You have identifi ed four new themes for your Hispanictargeted cards, Sinceramente Hallmark. You now need research to help your card designers create cards that correctly e xecute those themes. What research should you do now?
5 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 European market could be successfully marketed in the U.S. market. What qualitative research would you
4 Distinguish between structured, semistructured, and unstructured interviews.
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