Written Cases

Defining Research Problem: COOPER & SCHINDLER

Case: Calling Up Attendance

Management questions: What topics should be addressed in the presentations or materials distributed at the Users Forum? How should solutions be delivered, given the attendance expected (written materials? whole session devoted to the issue?)? Research questions: What issues cause the most concern among the current users of the TeleCenter System software? How many current users see attendance at Users Forum as a viable means to address troublesome issues, such as ease of use, technical support access and responsiveness. Investigative questions: What is the current users' evaluation of customer service, especially on ease of use, software-generated reports, technical support service, and effectiveness of software for its intended purpose? Who, if anyone, from a current user's company will attend the Users Forum? Do new users of the software have different concerns than more established users? How many representatives from a single company may come to the Users Forum? What type of respondent (user or manager) is most likely to attend the Forum? Do the different types of respondents have different concerns with TeleCenter System software?

Case: Inquiring Minds Want to KnowNow!

A. The management dilemma is a declining number of reader service cards returned which is causing a smaller number of inquiries and thus a smaller number of sales leads for Penton advertisers. Students won't have too much difficulty in identifying the management dilemma, but you might use this opportunity to discuss that research can be proactiveactually preceding the development of a problem. If Penton saw this as a value enhancing service for advertisers, shouldn't they have been tracking the change in rate of response card return at the very least? Penton also should have been tracking advertisers' continued interest in the reader service card program--after all, the reader service card program has a cost associated with each issue (card printing, return postage, and card handling and forwarding) that needs to be offset by perceived value on the part of the advertiser. Students are usually quick to point out that advertisers don't always track the success of their advertising (not as true an observation for business-to-business advertising as it is for consumer advertising) because not all advertising asks for a specific action. But in the case of advertising designed to generate leads, Penton clearly had the ability to track reader service card activity (a research activity in its own right). Management question: What should be done to ensure that advertisers and readers alike are getting the information they need and want? Research Question: Should the reader service card program be maintained, discontinued or modified? Rather than three alternatives, Penton may have only looked at maintaining or discontinuing the reader service card. Nothing in the questionnaire indicates that they were exploring other unspecified options. Investigative questions: What means do advertisers offer to obtain information about advertisers' products and services? What influences a trade magazine reader in their choice of response method? What types of information are most frequently sought? What is the time frame in which information is needed? Do purchasing agents have different needs that supervisors? How many advertisers offer web access to information? How many readers use company web sites for information? Are readers changing their methods of response in the last

B. C.

D.

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Written Cases

5 years? 5-10 years? Do shifts in response methods parallel the decline in reader service card returns? Does a reader's gender, age, or job experience affect their choice of information retrieval method? To what degree do advertisers value the reader service card program? E. Measurement questions: see instrument in text.

Case: Mastering Teacher Leadership

Management dilemma: This is research based on an opportunity rather than a problem, so the symptom which starts this research is the passage of a law by the State of Ohio that requires teachers to obtain a master of education degree prior to their second licensure renewal between years 5 and 7. Management question: What should be Wittenberg's role in meeting teacher certification requirements? The survey straddles the issue of professional development coursework vs. master of education degree coursework. Research question: Should Wittenberg offer a Master of Arts degree in Education? Investigative questions: How many teachers will need to obtain a master of arts degree to become re-certified within the next five years? What do teachers seek in professional development programs in general and what would they seek in a masters program? How many teachers will pursue a masters degree? How likely would these teachers be to attend Wittenberg? How many teachers are currently enrolled in masters programs? Why did they choose the programs they did? How many teachers are in the market area, especially Clark County? When would teachers be likely to take courses? How far will they drive to take courses? What is the price, structure, and content of competitive schools' master of arts in education programs? How many teachers might leave the profession (or Ohio) rather than comply with the new standards? Measurement questions: see survey.

Case: NCR: Teeing Up a New Strategic Direction

Management questions: What facilities and services must we offer to attract younger full members, especially those with children? Research question: Which new facilities (spa, fitness, pool, tennis, paddle tennis, bowling) or changes to existing golf facilities (driving, short-game, restrooms, irrigation & draining) and dining facilities (enlarge bar; enlarge banquet room; add more social activities for adults, families, or children) should the club pursue in order to attract new, younger members with children and serve existing members more effectively?

Investigative questions: What is the current members' evaluation of member service, especially related to golf and dining facilities? Would current social members (users of only the dining facilities) change their current status (pay more) to have fitness, pool or tennis facilities? What facilities or services do younger members want? How often and which facilities do current members use? How satisfied are current members?

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Case Discussion Guides

Case: Ramada Demonstrates its Personal Best

Management dilemma: Customers frequenting mid-tier hotels noted declining service levels. RFS needed to prevent this industry trend in declining service among mid-tier hotels from influencing Ramada customers' perceived and actual service level.

Management questions: What programs in hiring, training, and motivation might RFS develop and implement chain-wide that would prevent declining service among Ramada's customers?

Research question: What characteristics are indicative of workers capable of delivering exceptional customer service? Which employee characteristics should be used in hiring Ramada workers? Which approaches to training are exceptional-service firms using? Which of these can be adapted to Ramada's franchisees? What employee motivational programs can sustain exceptional customer service?

Investigative questions: What skills and characteristics are present in Ramada's current superior customer service personnel? What training approaches are used by RFS franchisees? Which should be retained or serve as models? Which should be discarded or modified? What do current employees consider 'exceptional' or 'superior' customer service? To what degree do they feel they personally are responsible for superior customer service? What motivation programs have been used by franchisees with what success? How do employees view motivation programs? Within such programs, what do they like and dislike about the structure, duration, and rewards?

Case: T-Shirt Designs

1. Reconstruct the management-research question hierarchy. A. Management Dilemma: Julio need funds to pay back student loans. B. Management Question: What school memorabilia can Julio sell to raise funds? C. Research Question: Which of two prototype T-shirt designs, party time (red) or traditional (white), will sell the best? D. Investigative Questions: Which prototype shirt is preferred? E. Measurement questions: see instrument.

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