Research Based Decision Making: Case Study 1 (Case Study Sample)

RESEARCH BASED DECISION MAKING: CASE STUDY  PAGE \* MERGEFORMAT 1
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Introduction
Research plays a crucially important part in running a business especially with the cut-throat competition that has become a hallmark of all sectors of the economies. This explains the prominence organizations accord the research and development department or alternatively outsource research services from top-notch institutions and individuals. To expand, or simply remain competitive, companies must constantly review their competitive strengths, weaknesses, and potential opportunities (Birn & Ebrary, 2004, pp. 43). Additionally, they must understand the political, economic, social, and legal environment that they operate in or may expand to. Recently, it has also become increasingly important to know what competitors are doing to be able to take advantage of loopholes in a specific market segment. Therefore, market research is an indispensable undertaking for any business that wishes to remain relevant.
In the specific case study under exploration in this paper, a fast food chain located in New South Wales Australia is contemplating expanding to other states within the country or into the neighboring New Zealand. The vice president of operations in the company, Ms. Simmons, figures out she could outsource marketing research service from Barton Boomer, a research analyst with rich repertoire in the field. However, she appears to have decided before hand what the result of the research should be. She has made up her mind that the company needs to expand to New Zealand and is only looking for corroborating results possibly to make her case before the board. Moreover, she wants the results in a very short duration that would only lead the researcher to misrepresent results and present an error-filled report. Lastly, she would like access to competitors’ data that Barton could be in possession of.
Detailed Response to each Question
Identifying the statements
To produce results that would justify entry into the neighboring market
To hurriedly conduct the research and present the results
To divulge information in his possession about competitors
. 1 Statement 1
The first statement to Ms. Simmons express request to have research tailor-made to fit a preconceived position. Simply, the company is asking Barton to “manufacture” data that would justify an expansion that the vice-president wants, not one that emanates from concrete and objective data. Ethically, two issues emerge here namely the objectivity and accuracy of research results. As a matter of practicing standards and ethical view point, data should be independent of the researcher. This assertion means that the same research conducted by another person and using the same procedures and tools, should yield the same results hence the concept of reliability and validity in research (Zikmund, et al 2013, 79). In other words, a researcher should only go where the evidence lead not the other way round. What Ms. Simmons is asking would not only violate a standard procedure of research but also negate the essence of the entire process and raise serious ethical issues. Essentially, Barton should uphold the highest integrity standards and inform Ms. Simmons that such grave procedural misstep would violate the integrity of the research results.
Moreover, researchers are ethically and professionally required to only give accurate data. Simply, accuracy means upholding the standard procedure and desisting from manipulation of data to fit certain whims or preconceived agenda (Aguinis & Henle, 2002, p. 65). Ms. Simmons’ demands would inevitably affect the accuracy of the results as Barton would be compelled to alter certain aspects of the research to fit Ms. Simmons’ whims. In a nutshell, the first statement raises ethical and professional concerns regarding the objectivity, validity and accuracy of research.
2.1.2 Statement 2
The second statement regarding rushing a research raises the ethical question of misrepresenting results and subsequent disclosure to the client. If Barton heeds Ms. Simmons’ request for comprehensive results to be ready in a month, he risks misrepresenting results because of possible errors, insufficient data, and limited scope. According to Cowton (1998, p. 430) allowing sufficient time for research may cause the researcher to venture into unnecessary issues, use inadequate samples, and analyze data haphazardly. Ethically, Barton should inform Ms. Simmons of the inherent risk in producing such comprehensive and important results within such a short time.
Conceptually, experts in research envisage a truthful account in representing results as well as disclosing the limitation and likely error (Weathington, Cunningham, CJL & Pittenger, 2012, pp. 54). Whenever clients’ demands places a researcher in a situation where misrepresentations are likely to occur, the researcher is morally and ethically obliged to state what the limitations are and their likely bearing on the results. Failure to disclose such critical information would lead clients to use data with error to make decisions that could be potentially very costly in terms of capital, human resources, and opportunity cost.
2.1.3 Statement 3
The third statement relates to the request to allow access to competitors’ information. Ethically, this would be inappropriate as it would result to violation of confidentiality and potentially cause bad competition (Brown, 2000, pp. 76). A basic tenet of research is that the privacy of the participants and sponsors should remain private at all cost and time. Ms. Simmons is simply asking Barton to breach the confidentiality, which is shocking considering that if Barton could provide such critical information about a rival, he could equally disclose Ms. Simmons’ information to another competitor.
Conceptually, researchers are required to desist from activities that could bring about conflict of interest (Oliver, 2010, pp. 89). Researching for competitors would inherently put anyone in a situation of balancing the interest of one party against the other hence the need for strict confidentiality. Barton should protect the integrity of research as well as the profession by either declining the offer or firmly stating that he would not violate confidentiality at any cost.
Secondary Data Sources
Barton can use the following secondary data sources in order to be able to describe the current state of the fast-food market in Africa.
Euromonitor International, 2016
Business Insider Australia report
IBISWorld, 2016 report
Euromonitor report includes an incisive analysis of the supply and demand side of the fast food market in Australia. It also covers the volumes, values, and market shares of different companies from a historical perspective in addition to a five year forecast of the market and robust market methodologies for all states in Australia.
IBISWolrd traces the historical trends in consumer trends and forces that bring about these changes. It also gives a thorough industry analysis comprising of market share of companies, revenue, profit, annual growth rate and employment statistics.
Business Insider Australia gives an incisive coverage of the five trends expected to dominate the market in 2016. Particularly, the report covers the imminent health issues that are likely to influence the trends in consumption of fast foods. Moreover, the report details how technology could potentially change the manner of ordering and delivering food.
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