THE PENNSYLVANIA STATE UNIVERSITY THE CAPITAL COLLEGE Middletown, Pennsylvania
School of Business Administration
BUS 502.2
FALL 2001 Instructor: Dr. Erdener Kaynak Class Time: TR 6:00 B 8:30 p.m. Office: E-355, Olmsted Bldg. Class Room: E-306 Office Phone: 948-6343 Office Hours: Monday & Wednesday 10:00 to 12:30 PM Thursday: 5:30 - 6:00 PM 8:30 - 9:00 PM
BUSINESS RESEARCH APPLICATIONS
MAIN TEXT: Donald R. Cooper and Pamela S. Schindler, Business Research Methods, Seventh Edition, Irwin-McGraw Hill, Boston, 2001, 798 pages.
SUPPLEMENTARY
TEXTS: (You may want to consult with these reading materials as supplements to the main text and lecture notes).
1. Joseph W. Duncan and Andrew C. Gross, Statistics for the 21st Century, Irwin, Chicago:IL, 1995
2. Robert F. Szafran, Social Science Research: A Cross Section of Journal Articles for Discussion and Evaluation, Pyrczak Publishing, Los Angeles: CA, 1994
3. Matthew J. V. Rehart, Writing Business Research Reports: A Guide to Scientific Writing, Pyrczak Publishing, Los Angeles: CA, 1994
4. Publication Manual of the American Psychological Association, American Psychological Association, Washington D.C., 1998
5. Dan Remenyi et al., Doing Research in Business and Management: An Introduction to Process and Method, Thousand Oaks, CA: Sage, 1998 6. F. Patrick Butler, Business Research Sources: A Reference Navigator, Irwin/McGraw-Hill, Boston: MA, 1999
7. Alan Bryman and Duncan Cramer, Quantitative Data Analysis with SPSS for Windows: A Guide for Social Scientists, New York: Routledge, 1997 BUS 502.2 - FALL 2001 E. Kaynak - Syllabus Page 2
COURSE OBJECTIVES:
Business research methods course is a diverse course that it serves a wide range of academic objectives in a graduate business education. In general, two major approaches stand out. One is oriented toward projects while the other has more emphasis on case study exercises. In this course, we emphasize on both approaches where the main focus of attention is on the project approach. In a Business Research course, the students need a single, concise, but relatively complete reading resource that covers the fundamentals of the research process. The best way to reinforce theory is to demonstrate the practice through actually planning, developing and doing research. As research is a creative process and skill development is best promoted through the design and conduct of research studies in a number of functional areas of business.
As such, the objective of this course is to gather, analyze and interpret the sources of business information of electronic and print type coming from internal as well as external sources. The data and the information collected and analyzed therein can assist in the development of conceptual background and the analytical tools that are necessary in solving strategic business problems. To operationalize these twin objectives, the course will be geared toward:
(a) To gather primary and secondary type of business information from on-line data bases, electronic search engines, print journals, newspapers, and magazines as well as reference material coming from company, industry and government sources.
(b) To interpret business research data and information for the development of comprehensive and integrated business programs and strategies. These discussions will nurture students' understanding of the operation of business plans and programs; will emphasize theory; and, will foster the integration of the various functional area of business elements into a comprehensive corporate business strategy and program.
(c) To engage in critical analysis and evaluation of the existing business research conducted in a variety of functional areas of business (i.e: management, finance, marketing, production and operations management, information systems etc.).
BUS 502.2 - FALL 2001 E. Kaynak - Syllabus Page 3
COURSE STRUCTURE:
The course consists of a mixture of lectures, discussions, case study and analytical exercises - each being used and applied when appropriate. This course is designed on a modular basis and no one module is self-contained. That is to say that all modules represented show discrete steps in a sequential learning process for orderly decision-making purposes. Each module presented is designed such a way to stress a particular aspect of business research methods and will be summarized by analytical problem solutions, company practices, and the medium of a case study and/or research based company experiences.
CASE STUDIES:
At the end of each module, as a member of a case analysis/discussion group, you are expected to solve assigned cases in class. Groups presenting are required to make a written submission. Case analyses should not exceed 1500 words and preferably typed. On every occasion, the case material assigned must be thoroughly prepared by all students beforehand and a detailed knowledge of the material will be expected from each student. Only those students who are responsible to present/critique a case will do the formal discussion in class. A case assignment list is provided at the end of this syllabus.
Since there are no perfect solutions to the cases assigned, students will be graded on: (a) organization, (b) understanding, (c) originality of ideas and solution alternatives, (d) breadth and depth of coverage of the issues, (e) clarity of exposition, and (f) thoroughness in integrating the multiple components of the cases. Students will be expected to avoid the common errors listed on the last page of this syllabus in their analyses of the cases and research problems.
COURSE FORMAT: In order to make this course an enjoyable learning experience, it is essential that you: (a) read ahead in your textbook, (b) read all assigned articles and support materials, (c) attend classes regularly, (d) prepare yourself for cases, discussion questions, and analytical problems, and (e) raise your views and ideas in class. Each student is expected to contribute regularly to class discussion, as called upon by the instructor and on a voluntary basis.
COURSE OUTLINE:
Minor changes may be necessary as the course progresses. In this course, all of the work will be done in pre-arranged groups. One pass-in case, one industry outlook report, two business research findings report, and one data management analysis, interpretation, and reporting is expected from each group. It is expected that assignments be turned in on time. BUS 502.2 - FALL 2001 E. Kaynak - Syllabus Page 4
ARTICLE REVIEWS:
Students are expected to select two empirically-based articles from the following major scholarly business journals which appeared during the past 12 months. In a report not more than 6 pages, you describe the empirical findings and their managerial and/or public policy implications in a way easily understood by practicing managers. You are expected to make a short presentation of 15 minutes before the entire class on an assigned day.
Selected Journals:
C Harvard Business Review C Journal of Marketing C Administrative Sciences Journal C Journal of Finance C Information and Management C Business Horizons C California Management Review C Sloan Management Review C Journal of World Business C Journal of International Business Studies C Journal of Consumer Research C Journal of Accountancy C Training and Development Journal
Below please find a suggested procedure for article review/discussion. Please obtain instructor=s approval on the articles selected. 1. Purpose of the Articles Selected:
(a) major theme (b) author's message (c) managerial business applications
2. Evidence Provided by the Articles:
(a) Key points of the article endorsed by the existing business literature (b) What empirical evidence is offered (c) facts and figures provided (how are they used and interpreted?)
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3. Articles= Main Contribution to Existing Business Knowledge Base:
(a) theoretical/conceptual contributions (b) managerial and public policy implications (c) future directions of research in this area of research
4. Your Independent Views/Critiques of the Articles;
(a) what needs to be done to improve the quality and effectiveness of this article? In other words, what is missing in this article?
INDUSTRY ANALYSIS REPORT:
In a group setting, you are expected to select an industry/business sector and identify its major characteristics as well as challenges and opportunities facing that industry. The project=s goal is to give you experience in analyzing an industry. You are assumed to be seeking a career within the industry you are analyzing. The study will be similar to one where a candidate for merger or strategic alliances or investment is assessed. Choose an industry that is well enough known that you can find substantial published and web-based information What are the strengths, weaknesses as well as opportunities and threats in the selected industry? In your analysis, you are expected to make use of primary and secondary data sources and syndicated reports as well as web-based business information. As a guide or a conceptual framework, you may refer to the books and writings of Michael E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance, The Free Press, New York, 1985 and Competitive Strategy: Techniques for Analyzing Industries and Competitors, The Free Press, New York, 1980.
You may want to look at the following topics in your investigation:
C Industry composition, including information on concentration C Geographical dispersion C Industry growth- past, present, and future C Current problems and opportunities- market, competition, government, technological C Cost patterns and profitability patterns C Other dimensions.
At a minimum, the following secondary sources of information should be reviewed:
C Internet: search engines, OPAC=s company web sites C U.S. Census publications and others including Current Industry Reports
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C BPI, PAIS, ASTI C U.S. Government Monthly Catalog C Wall Street Journal Index C Various book indices C CD B ROM databases
Grades for this project will be based on in depth analysis of the industry, effective preparation and presentation, teamwork, and stimulating in-class discussions.
DATA MANAGEMENT, ANALYSIS, INTERPRETATION AND REPORTING:
Groups formed will be given data sets and they will be expected to organize, analyze and interpret the assigned data set. They will also write a report showing the outcome of their data analysis. In another words, data will be converted into actionable information to be used by practicing managers and/or public policy makers for making managerial decisions.
GRADING PROCEDURE:
Students will be graded on their performance in the following course components:
(1) Written (10 pages) One Pass-in Case Analysis 15% (2) Article Review and Presentation (6 pages) 15% (3) Industry Outlook Exercise (6 pages) 15% (3) Data Analysis and Interpretation Exercise (in 2 to 3 student teams) 20% (4) In-Class Presentation and Discussion of Cases 20% (10% for presentation and 10% for critique) (5) Class Participation and Taking Part in In-class Discussions. 15% 100%
COURSE OUTLINE
WEEK TOPICS TO BE COVERED ASSIGNMENTS August 23 Orientation
Research in Business Chapter 1 pp. 2-20
August 30 The Research Process: Designing a Study, Data Collection, Analyzing, Chapter 3 and Reporting pp. 58-76
Case 1: NCR: Teeing Up a New Strategic Direction pp: 682-685
BUS 502.2 E. Kaynak B Syllabus Page 7
September 6 Interpretation of Research Conducted Journal Article Reading
September 13 Measurement Chapter 7 pp.160-191 Case 2: A GEM of a Study pp: 656-658
September 20 Scaling Design Chapter 8 pp.200-212 Case 3:Ramada Demonstrates Its Personal Best pp: 700-702
September 27 Sampling Design Chapter 9 pp:226-236 Case 4: BBQ Products Crosses Over The Lines of Varied Tastes pp: 661
October 4 Survey Methods: Communicating Chapter 11 With Respondents pp. 292-317
Case 5: Sturgel Division pp: 704-705
October 9-10 FALL BREAK
October 11 Instruments for Respondent Chapter 12 Communication pp. 326-351
Case 6: T-Shirt Designs pp:706-708
October 18 Secondary Data Sources Chapter 10 pp. 256-279
Case 7: McDonald=s Tests Catfish Sandwich pp: 680
October 25 Data Preparation and Preliminary Chapter 15 Analysis pp: 420-437
Case 8: AgriComp pp: 659-660
November 1 Hypothesis Testing and Test Chapter 16 of Significance pp. 450-470
Case 9: Healthy Lifestyles pp: 664-665
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November 8 Measurement of Association: Chapter 17 Bivariate Correlation Analysis pp. 482-502 and Bivariate Linear Regression
Case 10: HiTech Engineering pp: 665-666
November 15 Multivariate Analysis: Multiple Chapter 18 Regression pp:528-544
Case 11: Performance Evaluations pp: 698-700
November 22 Multivariate Analysis: MANOVA Chapter 19 pp:570-597
Case 12: The Brazing Operation pp: 706
November 23-24 Thanks Giving Holiday
November 29 Presenting Results: Written and Oral Chapter 20 Reports pp:608-649
Case 13: Medical Laboratories pp: 681
PAPER IS DUE (Submit two copies)
December 6 Term Paper Presentation and Discussion
December 7 Classes End - Last day to withdraw
PLEASE NOTE: UNAUTHORIZED TAPING OF LECTURES IS STRICTLY FORBIDDEN.
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IN-CLASS DISCUSSION CRITIQUE
CASE PRESENTER DISCUSSANT ASSIGNMENTS GROUP GROUP Case 1:
Case 2:
Case 3:
Case 4:
Case 5:
Case 6:
Case 7:
Case 8:
Case 9
Case 10:
Case 11:
Case 12:
Case 13:
MRKT 502.2 -FALL 2001 E. Kaynak - Syllabus Page 9 COMMON ERRORS ENCOUNTERED IN STUDENT CASE REPORTS
1. Students simply repeat and rehash data provided in the case. Use data, don't just give it back.
2. Some students conclude that the data are inadequate and no decisions may be reached. It is better to use what you have or get additional material from the library.
3. Failure to deal adequately with numbers.
If you are given numerical data, be sure to analyze them using quantitative analysis procedures such as trend, cross- classification, pricing, cost, break-even and margin analyses, and other qualitative methods.
4. Failure to pursue case analysis to a logical conclusion.
Don't stop halfway through; cover all the important issues. Remember that your analysis of the data is more important than the solution you recommend or the conclusions at which you arrive.
5. Failure to organize report clearly and adequately.
Reports should begin with a short problem statement, move to an analysis section with appropriate headings and subheadings, and end with a set of specific recommendations. Some students simply string together a series of random compound thoughts and sentences. Your analysis should flow and have continuity, consistency and clarity.
6. Failure to be decisive.
This is especially important when you are making your final recommendations. Also, when you encounter conflicting data, don't hedge, state your assumptions and fly with them and stand by them. A bad decision is better than no decision.
7. Excessive grammatical errors.
Avoid incomplete and awkward sentences. Pay particular attention to your sentence structuring. Be careful with tense; avoid the use of I, we, it. Once a student employs those words they are often overused. Also avoid colloquial expressions. Do not shorten words.
8. Failure to read report after it is typed.
Correct all grammatical errors and be sure all pages and tables are included in the proper order. Your report should be neat and nicely presented. MRKT 570.1 E. Kaynak- syllabus Page 10
CASE METHODS
I. PROBLEMS AND OPPORTUNITIES
* State major and underlying problems. Give explanation of these. Take into consideration company objectives as well as short, medium, and long term goals.
* Identify strengths and weaknesses of the company.
* Opportunities available to the company - develop and explain these ideas. 15%
II. SITUATIONAL ANALYSIS
It is unnecessary to regurgitate the case and its history. Your analysis must be specific and include a discussion of pertinent information. The purpose of the analysis is to analyze case information and should lead to the decision of alternative courses of action. Your situational analysis must be fully reinforced with sufficient reasoning and well-organized. The analysis should be subdivided into five major categories:
i) Analysis of the Company and its Objectives ii) Analysis of the 4 p's of Marketing iii) Analysis of the Competition iv) Analysis of the Environment v) Analysis of the Distribution vi) Analysis of the Market 20%
III. ALTERNATIVE COURSES OF ACTION
You must identify all possible alternative courses of action. You must devise a strategy for each and fully explain your reasoning. Alternatives must be reinforced by an evaluation of the pros (advantages) and cons (disadvantages) of each. If alternatives are given in the case, do not regurgitate these. Further elaborate on these, developing a sufficient strategy for each. 40%
IV. RECOMMENDED STRATEGY AND IMPLEMENTATION
You must firmly validate your reasoning for your selected course of action. You must further outline the major components of the chosen course of action and elaborate on why it is appropriate to the problem. Please take short and long term goals into consideration when devising a strategy. 25%