Professional Documents
Culture Documents
EXAMPLE:
Management Problem
Placement office has noticed, while major companies make
annual recruiting visits to campus for engineers, not many
national or local companies are formally recruiting business
majors through the placement office
Why? How do we address this?
Research Problems
Why are companies not taking advantage of the resources that
the placement service offers? Are companies going around the
service?
Are companies aware of the ABC placement service?
Are companies aware of the reputation of the ABC Business
School?
What kind of things might generate more recruiting activity?
EXAMPLE:
Research Objectives
To determine to what extent companies are aware of the ABC
placement service
Determine whether companies, especially locals, are aware of
the strong reputation of the ABC Business School
To determine whether a quarterly newsletter highlighting ABC
business programs and students might generate more recruiting
activity.
EXAMPLE:
Management Problem
What price should we charge for our new product?
Research Problem
What are our costs of production and marketing (COGS)?
What are our pricing objectives and position in the market?
What price does similar types of products sell for?
What is the perceived value of our product in the marketplace?
Are there any norms or conventional practices in the
marketplace (e.g., customary prices, continual discounting)
Research Objectives
To assess the costs involved in producing and selling our product
To determine corporate objectives and their implications for
pricing
To examine current prices for direct and indirect competition
To determine potential customer reaction to various prices and
their perception of the benefits of owning the product
VERBAL MODEL
GRAPHICAL MODEL
Awareness
Evaluation
Preference
Patronage
PRACTICE QUESTIONS
For