All 3 Answers in One

Case 1
Running the numbers: Does it Pay?

Hypothesis
Person’s liking for quantitative coursework in college is positively related to their earning
capacity in their job.
Hypothesis 2
Affinity towards quantitative coursework during college is positively related to quicker/
faster promotion in the workplace.
Case 2
Attiring Situation
Hypothesis 1
H1: Strict grooming policies for employees is positively related to customer purchase
behaviour.
Hypothesis 2
H1: Employee appearance is related to time spent by the consumer for making the purchase.
H2: Employee appearance is related to the amount spent by the consumer for making
purchase.
H3: Employee appearance is related to ethical behaviour of the consumer.
OR Employee appearance is related to customer ethics.
Assignment 2
Assignment on Exploratory Research
1. What type of exploratory research would you suggest in the following situations?
a. A research project has the purpose of evaluating potential names for a corporate
spin-off.
When generating a corporate name, the research question will center associations with
several proposed different names. The name should be selected because it has a connotation
that is compatible with the intended corporate concept. A connotation that presents a
favorable and distinctive image is desired. A word association test might be very useful. A
statement such as the following might be used: “I am going to read you several names. I
would like you to respond with the first thing that comes to your mind.”
b. A human resource manager must determine the most important benefits of an
employee health plan.
A focus group interview with employees might provide insight into what benefits are most
important to employees.
Assignment 3
Chapter 10 Zikmund
Case 10.2 Royal Bee Electric Fishing Reel
1. What business research problem does Royal Barton face? What are his information
needs? Outline some survey research objectives for a research project on the Royal
Bee system.
The broad marketing problem is whether or not there is a need for this product: To learn if
this product appeals to the handicapped individual.
The company must learn if there is a market for the Royal Bee system and how large the
market is. This calls for a concept evaluation study and a market segmentation study.
As with most research problems for new product concepts, the researcher must eliminate the
scope of the research problem. Exploratory research is often conducted to help in this
manner. However, in this case on survey research the student should assume Royal Bee will
not be able to conduct exploratory research. He or she may make some assumptions about
the nature of the market. For example, the case hints that the primary market consists of
handicapped individuals. Although it is mentioned that a professional fisherman uses the
Royal Bee system, the case indicates his inducement to use the Royal Bee system was the
result of a temporary handicap. Although this professional market should not be ignored in
the long run, the researchers and Mr. Barton should come to an agreement about the scope of
the research. A logical assumption is to focus on the handicapped market. Needless to say, if
the student assumes that the primary focus should be on professional fisherman the research
objectives would be somewhat different from those that appear below.
The purpose of the research will be to gather information about the electrical reel system
from individuals who have lost the mobility of one arm. This presents a difficult sampling
problem, but for the moment we will just mention that the target group has to do with
individuals who have lost the mobility of one arm.
• to determine current and past fishing behavior of members of the target group.
• to determine awareness of the Royal Bee reel among members of the target group.
• to measure the concept’s appeal by measuring the target group likes and dislikes.
• to determine perceptions of ability to use the product (ease of use) described in the concept
statement.
• to identify potential problems with the concept as perceived by members of the target
group.
• to identify any design modifications that might be suggested.
• to measure demographic and psychographic characteristics of the respondents.
• to differentiate those members of the target group that are most likely to
purchase the product
What type of survey—personal interview, telephone interview, or mail survey—

should be selected?
Speed of data collection, a major advantage of telephone survey, does not seem to be
an important consideration. Geographical flexibility should not be a key factor
because handicapped individuals should not vary in different parts of the country.
However, urban/rural differences may be a factor influencing experience and attitudes
toward fishing.
It may be assumed that discussing this product is not a very sensitive issue and
anonymity of the respondent should not be much of a factor. However, this issue is
debatable.
The notion of the electronic fishing reel is difficult to conceptualize. There does seem
to be a high possibility for respondent misunderstanding and a need for a versatility of
questioning. These considerations can tilt the decision toward personal interviews.
Cost may be a consideration for Mr. Barton. He may wish to assume that a local
study may be conducted.
A major concern is that visual materials probably will have to be shown to explain the
concept. Ideally a videotape demonstrating how the Royal Bee system is operated
might be the best possible means. However, this causes problems with respondents
need to visit the researcher at a “video location” rather than visiting the respondents at
their residences. While video can be used in Internet surveys, not all respondents will
have computers with capabilities for this to be feasible.
Personal interviews might be obtained by visiting hospitals or other areas where

handicapped individuals might be grouped together.
A researcher using telephone interviewers obviously would have a great deal of
difficulty explaining this concept over the telephone.

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Case 1

Running the numbers: Does it Pay?

Case 10.2 Royal Bee Electric Fishing Reel

What type of survey—personal interview, telephone interview, or mail survey—

Personal interviews might be obtained by visiting hospitals or other areas where

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