SECTION B: PLEASE ATTEMPT 2 CASESS IN THIS SECTION

1. The new president of an old, established company is facing a problem. The company is currently unprofitable and is, in the president's opinion, operating inefficiently. The company sells a wide line of equipment and supplies to the dairy industry. Some items it manufacturers, and many it wholesales to dairies, creameries, and similar plants. Because the industry is changing in several ways, survival will be more difficult in the future. In particular, many equipment companies are bypassing the wholesalers and selling directly to dairies. In addition, many of the independent dairies are being taken over by large food chains. How might business research help the new president make the right decisions?

1. Confronted by low productivity, the president of Oaks International, Inc. asks a research company to study job satisfaction in the corporation. What are some of the important reasons that this research project may fail to make an adequate contribution to the solution of management problems?.

3. A factory foreman is concerned about the high rate of absenteeism of his workers every Monday morning. His hunch is that the workers drink too much during the weekend, have a hangover on Monday mornings and cannot attend work. He also feels that the high rate of pay they receive allows them to become lethargic. From an informal talk with his employees, the foreman finds that almost every single worker drinks during the weekend. However, some said that they could handle drinks very well and never had hangovers. "Ha! Now I know", mused the foreman, "only those who do not have an adequate tolerance level for alcoholic beverages suffer the effects of hangover and remain absent on Monday mornings. Of course, high pay may also be a reason."

Given the above situation, answer the following:

3a. What would be the problem statement?

3b. Evolve a Theoretical framework.

3c. Develop three hypotheses for testing

4. Why do senior executives feel more comfortable relying on quantitative data than qualitative data? Why might a qualitative research company lesson the senior-level executives' skepticism?

5a. The following extract and associated references are taken from the first draft of a critical literature review. The research project was concerned with the impact of direct insurers on the traditional motor insurer.

List the problems with this extract in terms of its (i) content (ii) structure

Jackson (1995) suggests that businesses must be developed from a customer rather than a product perspective. Lindesfarne (1994) demonstrates that direct selling gives the consumer increased control as it is up to them when and if they wish to respond to advertisements or direct mail. MacKenzie (1995) comments that free gifts are useful for getting responses to advertisements, which is ultimately what all direct insurers need. Bowen (1995) suggests that this type of company can be split into three equally important parts: marketing, insurance and information technology. Motor insurance is particularly price sensitive because of its compulsory nature and its perception by many to have no real 'value' to themselves.

Bowen, I. (1994) 'Short cut to success', Post Magazine 2, 26 July. Jackson, D.R. (1995) 'Prudential's prudent parochialism', Direct Marketing, 28-29 April. Lindisfarne, I. (1995) 'Death of a salesman', Post Magazine 15, 30-31June. MacKenzie, G. (1995) 'Rise of the freebie', Post Magazine 2, 5-6 February.

5b. Outline the advice you would give a colleague on: (1) how to plan her search (2) which literature to search first.

6. Given the situations below, (a) discuss with reasons whether they fall into the category of applied or basic research, and (b) for scenario 1, explain with reasons, who will conduct the research.

(6a).To Acquire or Not Acquire: That is the Question

Companies are much interested in acquiring other firms even when the latter operate in totally unrelated realms of business. For example, Gencore Industries manufacturing asphalt plants for road construction acquired Ingersoll-Rand in 1996, and later acquired yet another company engaged in the business of food processing. Such acquisitions are claimed to "work miracles". However, given the volatility of the stock market and the slowing down of business, many companies are not sure whether such acquisitions are becoming too risky. At the same time, they also wonder if they are missing out on a great business opportunity if they fail to engage in this activity. Some research is needed here!

(6b). Reasons for Absenteeism

A University professor desired to analyze in depth the reasons for absenteeism of employees in organizations. Fortunately, a company within 20 miles of the campus, employed her as a consultant to study this every issue.

(6c). Effects of Nasal Spray on Flu

A research scientist surveys 1000 employees in different organizational settings to study the efficacy of several types of nasal sprays in controlling the flu virus. He subsequently publishes his findings in a highly respected medical journal.