Running Head: WEEK 4 1

Week Four Exercises

Stephanie Anderson

Bus 642-Business Research Methods & Tools

Instructor: Kurt Diesch

December 16, 2013

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Week Four Exercises

Complete the following exercises:

In your text book

Chapter 8 - Discussion Questions (Terms in Review) # 1 through 4

On companion website
Read Case Study: Ramada Demonstrates its Personal Best. Answer questions 1-3
(This case can be downloaded from the text book web site,
http://highered.mcgraw-hill.com/sites/0073401757/student_view0/cases.html)

Chapter 8-Terms in Review:

1. Compare the advantages and disadvantages of the survey to those of observation. Under which

circumstances could you make a case for using observation?

Surveys are beneficial when determining an individuals thoughts, opinions, motivations, and

attitudes. Observations are better when looking back on an event rather than relying upon

memory because videos, notes, and audio can be created for reflection later.

The observational method is the most beneficial when retrieving information or data from

children, people with disabilities, and those who cannot read (Cooper & Schindler, 2011). In

these type of situations observations is better than just asking questions. However with

observation, the costs can be significant and take longer to retrieve the results necessary. The

observation method is good for present issues, but not reliable when trying to seek previous or

historical information from an individual.

2. What ethical risks are involved in observation? In the use of unobtrusive measures?

The ethical risks that are involved within observation include the possibility of violating an

individuals privacy rights since one cannot ensure that participants will remain anonymous
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(Cooper & Schindler, 2011). There are also problems with ensuring the safety and security of all

of those involved, especially if the participant is not necessarily willing. Those that are not fully

cooperative may be coerced or feel threatened to participate, or even deceived and manipulated.

In the use of unobtrusive measures researchers can look at historical information and does not

involve as many ethical issues as direct observation. According to Cooper & Schindler, (2011)

garbage analysis was viewed as violating privacy rights, but the Supreme Court eventually ruled

that out.

3. Based on present or past work experience, suggest problems that could be resolved by using

observation-based data.

In my current position spatial relationships could be implemented to determine the effects of

how co-workers interact in a close proximity. This method allows for a researcher to see how the

employees react to each other. Information can be gathered on attitudes, facial expressions,

communication, and other proxemics.

4. Distinguish between the following:

(a) The relative value of communication an observation.

(b) Nonverbal, linguistic, and extra-linguistic analysis.

(c) Factual and inferential observation.

a. The relative value of communication of an observation is that the information can be

composed in real time while it is occurring. With real time observation information more

information can be collected. This method is deemed to be less obtrusive when compared to

survey. The downside is that observation is expensive and can take a significant amount of time

to gather an appropriate amount of needed information.

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b. Nonverbal analysis measures body movements and motor expressions. Linguistic analysis

focuses more on conversations, such as who is speaking to whom and what specifically is being

said between the individuals. Extra-linguistic focuses on the speech patterns, tone of voice,

grammar, pronunciation, volume, and the length of the conversations.

c. Factual observation is confined to specific occurrences, events, or conditions as they take

place. In some situations the factual observation will show that the occurrence, event, or

condition did not take place. Inferential observations involve conclusions and hypotheses to be

created through observation on why or how something is happening (Cooper & Schindler,

2011).

Ramada Demonstrates Its Personal Best:

1. Build the management-research question hierarchy for Ramada.

Clarify the research question

Determine the specific problem

Define the management question

Define the research question

Refine the research question

2. Apply the research process model to the Ramada research initiative.

a) Ramada Franchise Systems used exploration to research other companies that were known to

excel in training, hiring and motivating. The companies that were explored by Ramada included

Disney, Southwest Airlines, and TGI Fridays (Ramada Demonstrates Its Personal Best, 2001).
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b) What role did secondary data play in the exploration phase of the research?

The data and the information retrieve from the D.K. Shiftlet Survey contributed to the

secondary data for Ramadas exploration phase of the research (Ramada Demonstrates Its

Personal Best, 2001). The information was used to identify the areas of the most significant

concern to begin the research.

c) What steps and phases in the process model can you match to the Ramada research?

Ramada implemented all of steps and phases included within the process model. Ramada began

by clarifying the research question, identifying the management dilemma, formulating research

questions, refining the research question, research proposal, research design strategies, recording

the collected information, management decisions, and enhancing program selections.

d) What research process decisions were made?

Ramada determined that outsourcing to external research suppliers would be beneficial.

A predictive index was implemented to properly identify features that were indicative of self-

motivated performers (Ramada Demonstrates Its Personal Best, 2001).

Researching the American Hotel and Motel Educational Institute to determine what other similar

businesses in the same market were able to achieve and to employ better employees.

e) What sampling methodology was used? Why was this appropriate for this study?

A probability sampling method was implemented. The method was the most appropriate since

Ramadas management dilemma was similar to the hospitality industry.

f) Describe the research design and discuss its strengths and weaknesses.
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Ramada implemented the exploratory research design. The various scopes of the research project

were clearly identified, a set of subsidiary investigative questions were identified, assumptions

regarding the causes were developed, and management concluded that significant information

was retrieved to determine the weak areas (Ramada Demonstrates Its Personal Best, 2001).

g) What role did property owners/managers play in the research design?

Ramada is a franchised system, so each hotel is not owned and operated by the same

management. Therefore there could be different hiring and training processes amongst the

company. In order for Ramada to be successful, all of the owners and management must co-align

and work together for the needed change to take place.

h) Why did Ramada choose to conduct the research in a non-traditional, party like atmosphere?

What are some advantages and disadvantages of such an approach?

Ramada has chosen to conduct research as if the company was going to establish a new hotel

rather than informing the employees of the real intentions. This method allows for truthful

responses from everyone involved.

3. How are the research findings reflected in the ultimate management decisions?

The research findings that are reflected include hiring, training, and motivation are the critical

primary factors geared towards the highest customer service satisfaction (Ramada Demonstrates

Its Personal Best, 2001). Ramada was able to identify the problems from the employees point of

view which lead to a better hiring process. Various training methods were created to essentially

create a better company.

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Reference

Cooper, D. R., & Schindler, P. S. (2011). Business Research Methods. (11th ed). New York:

McGraw-Hill Irwin.

Ramada Demonstrates Its Personal Best. (2001) The Scenario. Retrieved from
http://highered.mcgraw-
hill.com/sites/dl/free/0073373702/855241/RamadaDemonstratesItsPersonalBest.pdf