Discussion Two Individual

You are the administrative assistant for a division chief in a large holding company that owns several hotels and theme parks. You and the division chief have just come from the CEO's office, where you were informed that the guest complaints related to housekeeping and employee attitude are increasing. Your on-site managers have mentioned some tension among workers, but have not considered it unusual. The CEO and your division chief instruct you to investigate. Suggest at least three different types of research that might be appropriate to the situation.

In a bad economy, customer complaints matter more than ever, especially in industries where customers have a choice. Researching these complaints is very important and the right type of research is critical. First, I suggest using some observational research, maybe watching the staff from a distance to monitor their behaviors. This could lead to some revelations and some easy fixes. Second, I might suggest some customer driven research, such as a focus group of some kind. This will help ensure that their complaints are addressed and will show the customers that the company is interested in fixing the problems. A third option would be to conduct personal interviews, by others in the hospitality field, or by customers themselves. Again, this would give you a better perspective to start with.

Use the eight design descriptors in Exhibit 6-3 to profile the research described in the Chapter Snapshots.

There are three Snapshots in chapter 6. I will profile them one at a time in regards to the eight design descriptors in Exhibit 6-3.

The degree to which the research question has been crystalized.

In this descriptor, we view the study as exploratory or formal. To do this, we need to understand the differences between them. The variances are the, "degree of structure and the immediate objective of the study," (Cooper & Schindler, pg. 141). While exploratory studies tend to have more relaxed structures, their objectives usually lead to the discovery of future research assignments. Therefore, "the immediate purpose of exploration is usually to develop hypotheses or questions for further research," (Cooper & Schindler, pg. 143). This is the point where a formal study usually takes over; beginning once the hypothesis is known. The formal study contains detailed procedures and the goal here would be to, "test the hypothesis or answer the research questions posed," (Cooper & Schindler, pg. 143). In essence, this descriptor will help us realize our starting point.

Snapshot 1 - Cheskin Knows Teens. In the case of Pepsi, GM and Purple Moon and their research with Cheskin, it is safe to say that the research started as an exploratory study because it spawned several other research studies. There was no clear hypothesis since the goal in the beginning was only to understand the teen population. To do this they had to do some exploring.

Snapshot 2 - Smith Barney's Benchmark Job Environment Research. This seems to be a research study that has reached the formal study level. Two points have helped me reach this conclusion. First, the research question has already been formed; "assess underlying perceptions contributing to the illegal behavior," (Cooper & Schindler, pg. 147). Second, the process is well defined, detailed, and structured.

Snapshot 3 - The Ohio Lottery Initiates a Two-Stage Study. I believe this study began as an exploratory study, but this was difficult to assess as the beginning of the Snapshot listed multiple question. I think these are more exploratory questions than they are research questions. Each one requires exploration and will lead to further research. Similarly to the first Snapshot, this one began with a goal to gain an understanding of the purchaser, (instead of the teenager).

The method of data collection

There are two methods of data collection; monitoring and communication study. Think of monitoring as watching. This method studies the actions of the subject matter without solicitation. In other words, you are just simply watching and observing. The research is done based on this observation. The other method is the communication study. This would include the solicitation where the monitoring method did not, for example asking the subject matter specific questions to help with one's research.

Snapshot 1 - Cheskin Knows Teens. In this snapshot, the method being described is communication. The researcher sends out cameras as a way for the teens to document their everyday lives, and conduct multiple types of interviews. They also utilize some monitoring by observing common hangouts of teens.

Snapshot 2 - Smith Barney's Benchmark Job Environment Research. Snapshot 2 conducted their research through focus groups and interviews. This again would be examples of the communication study method.

Snapshot 3 - The Ohio Lottery Initiates a Two-Stage Study. This Snapshot also involved interviews as well as surveys, both communication study methods.

The power of the researcher to produce effects in the variables under study.

Under this category, there are two distinctions that give the researcher the ability to manipulate the variables of a study; experiment and ex post facto design. An experiment allows for some control or manipulation over the variables, while an ex post facto design leads to no control over manipulating those variables. According to Cooper & Schindler, "experimentation provides the most powerful support possible for a hypothesis of causation," (pg. 143). An ex post facto design seems to partner well with the monitoring method of data collection because the researcher, "can only report on what has happened or what is happening," (Cooper & Schindler, pg. 143).

Snapshot 1 - Cheskin Knows Teens. In this type of research the researcher does, or can, have control over the variables, making it experimental. Choosing which teens to send the cameras to, or which teens to interview and what interview questions to ask, and even which hangouts to monitor, are all examples of variables that can be manipulated.

Snapshot 2 - Smith Barney's Benchmark Job Environment Research. This seems to be another example of experimental. With focus groups you can choose your interviewee, leading to some control over this variable. While it seems there was an attempt to limit the control of the variable (by restricting each focus group's gender), there is still room for manipulation. This also holds true for the mailed surveys and interviews as well.

Snapshot 3 - The Ohio Lottery Initiates a Two-Stage Study. This Snapshot is more