Steward Research Inc. - Case 7.1

Steward Research, Inc. - Case 7.1

In market research data is collected from several sources and an assortment of methods are used in its collection. These sources can be in form of a secondary or primary source. These sources could be in survey, experiment, or observation forms. Each method has its pros and cons. It is not necessary to cover the opinions on everyone involved; this is when a sample will work in the research process. Sampling is quicker, cheaper and if done correctly it can provide specific information about characteristics of the population. Then again, casual presumptions can only be drawn from experiments. So the method you choose to work with depends on the money, time and objectives you are willing to put forth.

For the first case, the small tools manufacturer company, which created a new device for sharpening high-precision drill bits used to drill near-perfect holes in devices such as engine blocks, I believe the observation method of collecting the data would be the best format. The observation is the main method of collecting data by human, mechanical, electrical or electronic means with direct or indirect contact. A type of observation is the participative method. This is where the observer becomes the participant in the program, giving their opinions on the product after great research and study of the item. I would particularity choose to use a focus group of well experienced individuals and/or companies that are used to these types of machines and have them use the tool for a period of time and give their feedback as to what they thought of the new high-precision drill bits. However, there are drawbacks to using this method. There is less control of the researcher which can lead to biased opinions, off topic discussions or even the lack of using the item. On the other hand there are advantages to this method. If the researcher is precise in the observation and recording of the participants actions it is not necessary to rely on the readiness and ability of the participants to have an accurate report based solely on their commentary, but on their actions alone.

For the second case, the bakery, I determine that program evaluation is the best method to use to gather the research the bakery is looking for, which is which to "evaluate the effectiveness of the expenditures." (Burns & Bush, p 137) Program evaluation is done by carefully gathering data about a program in order to make necessary decisions about the program. This method includes many different types of evaluations such as cost to benefit analysis, which is what the bakery is searching for, as well as, a goal-based process. A good evaluation needs a well thought out plan. The type of evaluation you accept to make your program better depends on what you want to learn about the program itself. The advantages to using this type of method would be that an eternal evaluator can be influenced