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Quantitative Methods and Report Writing
Tutorial 1
Zikmund Chapter 1 Pg 16: Q1, 10
Zikmund Chapter 5 Pg 102: Q2
Pg 103: Case 5.1
1. Which of the following organizations are likely to use business research? Why? How?
a. Manufacturer of breakfast cereals
b. Manufacturer of nuts, bolts and other fasteners
c. The Federal Trade Commission
d. A hospital
e. A company that publishes business textbooks
10. Is it possible to make sound managerial decisions without business research? What advantages does research offer to the decision maker over seat-of-the-pants decision making?
Product-oriented (What should you emphasize on your product)
Production-oriented (how to produce)
Marketing-oriented (decisions made with a conscious awareness of their effect on the customer)
2. Comment on the ethics of the following situations:
a. A food warehouse club advertises “savings up to 30 percent” after a survey showed a range of savings from 2 percent to 30 percent below average prices for selected items.
b. A radio station broadcasts the following message during a syndicated rating service’s rating period: “Please fill out your diary” (which lists what media the consumer has been watching or listening to).
c. A sewing machine retailer advertises a market test and indicates that the regular price will be cut to one-half for three days only.
d. A researcher tells a potential respondent that an interview will last ten minutes rather than the thirty minutes he or she actually anticipates.
e. A respondent tells an interviewer that she wishes to cooperate with the survey, but her time is valuable and, therefore, she expects to be paid for the interview.
f. When you visit your favorite sports team’s home page on the Web, you are asked to fill out a registration questionnaire before you enter the site. The team then sells your information (team allegiance, age, address, and so on) to a company that markets sports memorabilia via catalogs and direct mail.
CASE 5.1
Tutorial 1
Zikmund Chapter 1 Pg 16: Q1, 10
Zikmund Chapter 5 Pg 102: Q2
Pg 103: Case 5.1
1. Which of the following organizations are likely to use business research? Why? How?
a. Manufacturer of breakfast cereals
b. Manufacturer of nuts, bolts and other fasteners
c. The Federal Trade Commission
d. A hospital
e. A company that publishes business textbooks
10. Is it possible to make sound managerial decisions without business research? What advantages does research offer to the decision maker over seat-of-the-pants decision making?
Product-oriented (What should you emphasize on your product)
Production-oriented (how to produce)
Marketing-oriented (decisions made with a conscious awareness of their effect on the customer)
2. Comment on the ethics of the following situations:
a. A food warehouse club advertises “savings up to 30 percent” after a survey showed a range of savings from 2 percent to 30 percent below average prices for selected items.
b. A radio station broadcasts the following message during a syndicated rating service’s rating period: “Please fill out your diary” (which lists what media the consumer has been watching or listening to).
c. A sewing machine retailer advertises a market test and indicates that the regular price will be cut to one-half for three days only.
d. A researcher tells a potential respondent that an interview will last ten minutes rather than the thirty minutes he or she actually anticipates.
e. A respondent tells an interviewer that she wishes to cooperate with the survey, but her time is valuable and, therefore, she expects to be paid for the interview.
f. When you visit your favorite sports team’s home page on the Web, you are asked to fill out a registration questionnaire before you enter the site. The team then sells your information (team allegiance, age, address, and so on) to a company that markets sports memorabilia via catalogs and direct mail.
CASE 5.1