Discussion Question 1 – CLO 2
Use the problem-definition process outlined in Chapter 6 of the Zikmund textbook, then respond to the following question:
- Describe the steps involved in the problem-definition process.
- Evaluate the following statement of business research problems. For each, provide a decision statement and corresponding research purpose:
- An employees’ credit union: Our problem is to determine the reasons why employees join the credit union, determine members’ awareness of credit union services, and measure attitudes and beliefs about how effectively the credit union is operated.
- The producer of a television show: We have a marketing problem. The program’s ratings are low. We need to learn how we can improve our ratings.
- A soft-drink manufacturer: The marketing problem is that we do not know if our bottlers are more satisfied with us than our competitors’ bottlers are with them.
Activity 3 – CLO 2, CLO 3, CLO 4
“The U.S. Congress passed a law setting up a National Do Not Call Registry. By law, salespeople may not call numbers listed on this registry, but charities and researchers can still call these numbers. However, a recent Internet survey showed that less than 25% of respondents knew that researchers “are allowed to call,” and over half (63%) weren’t sure about researchers’ rights under the law”.
Use your recent knowledge from Chapter 9 and provide the answer to the followings:
- Was an online survey the best medium for a poll on this subject?
- What were some pros and cons of conducting this poll online?
- How might the results have differed if this poll had been conducted by telephone?
- As a researcher, how would you address people’s doubts about whether pollsters may contact households listed on the Do Not Call Registry?
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