Page 50 1a. According to Cooper and Schindler (2011) “Ethics are norms or standards of behavior that guide moral choices about our behavior and our relationships with others (p.32). The manager of market intelligence of AutoCorp had to make an ethical decision when she found a competitor’s confidential –restricted circulation crammed into a tiny space on her flight. The most prudent decisions the manager has to make about her responsibilities to herself and others are the ethical standards and
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>cases Campbell-Ewald: R-E-S-P-E-C-T Spells Loyalty >Abstract Campbell-Ewald‚ the Detroit-based marketing communications company‚ part of the global Interpublic Group of Companies‚ is an award-winning consultancy. This case describes the research behind its effort to measure and improve customer loyalty and the development of its five respect principles that lead to enhanced customer commitment. www.campbell-ewald.com >The Scenario Much has been written about satisfaction research in the last
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the following statements? Explain a. Validity is more critical to measurement than reliability. “Validity is the extent to which a test measures what we actually wish to measure” (Cooper and Schindler‚ 2014‚ p.257). “Reliability has to do with the accuracy and precision of a measurement procedure” (Cooper and Schindler‚ 2014‚ p. 257). Validity is more critical to measurement than reliability because without validity‚ reliability is meaningless. For example‚ a bathroom scale may give a weight each
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or 7-point scales” (Cooper and Schindler‚ 2011). What may be "good" to someone may be "fair" to another. c Excellent—Good—Average—Fair—Poor: People may have trouble telling the difference between “good” and “average” because shouldn’t “average” already be “good”? d Strongly Approve—Approve—Uncertain—Disapprove— Strongly Disapprove: An issue with this would be that it is an unbalanced scale‚ “unequal number of favorable and unfavorable response choices” (Cooper and Schindler‚ 2011). Chapter 5
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References: AT&T Newsroom (2014). AT&T company information. Retrieved from http://www.att.com/gen/investor-relations?pid=5711 Cooper‚ Donald R.‚ & Schindler‚ Pamela S. (2006). Business research methods (9th ed.). Boston‚ MA: McGraw-Hill/Irwin. Today Money. (2013). Which company offers the best cell-phone service? Retrieved from http://www.today.com/money/which-company-offers-best-cell-phone-service-2D11632717
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with interviews of individual groups of people or focus groups. Quantitative research is research using numerical data. This type of research is done in bigger groups in different surveys types. Some examples are online or telephone interviews (Cooper & Schindler‚ 2011). This week material helped me receive another perspective on using surveys. I enjoy taking some surveys however; when knowing I am being tested on something I tend to tense up. There is various ways to conduct surveys examples
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end for an overall survey‚ adding a comment section at each question may also be helping to the company‚ if they choose to stay with the current survey method. References Cooper‚ D. R.‚ & Schindler‚ P. S. (2006). Business Research Methods (9th ed.). New York‚ NY: The McGraw-Hill Companies‚ Inc. Market Tools‚ Inc. (2006). Best Practices in Customer Satisfaction Research. Retrieved from http://sales@zoomerang.edu McClave‚ J. T.‚ Benson‚ P. G.‚ & Sincich‚ T. (2011). Statistics for Business
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survey looks to be useless because of the huge sample size that is not truly random and is not a true representation of the population. Cooper & Schindler‚ 2003 Invalid Questions Board members noticed the phrasing of some of the questions in the online survey may have been unclear‚ which could have led to results that have little analytical value. Cooper & Schindler‚ 2003 Types of research 1. Primary research is information that is obtained specifically for the company for a specific task such as
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Magazine What are the most prudent decisions she can make about her responsibilities to herself and others? The most prudent decisions the Manager has to make are that of her ethical standards and behavior and how it will affect the company. Cooper and Schindler (2011) states that” the goal of ethics in research is to ensure that no one is harmed or suffers adverse consequences from research activities” (p. 32). She must decide if she uses this information if she will debrief the company on the deception
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consistency. According to Cooper & Schindler‚ when the two halves of the split-half technique is correlated‚ if the results of the correlation are high‚ the instrument is said to have high reliability. (Cooper & Schindler‚ 2011) The results of the personal interview and questionnaire were immediately recorded to avoid any sampling errors. Exploratory
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