¶ … garnering the opinions of a wide range of the population while observations can be heavily influenced by the idiosyncrasies of the small range of people under scrutiny. However, when the researcher is unsure of what questions to ask (such as how consumers will use the product and unexpected reactions), observations can be more useful. Q2 What ethical risks are involved in observation? In the use of unobtrusive measures?

Observations during which the subjects are aware of being watched may influence their reactions. However, observations without subjects' consent can be construed violations of their privacy, such as using consumer interactions in a store from a surveillance camera as marketing data. The consumers have not 'consented' for their information to be used in such a fashion.

Q3 Based on present or past work experience, suggest problems that could be resolved by using observation-based data.

Problems such as long lines at cashiers; awkward store layout; problems with finding items; and other aspects of customer interaction with the store and product can be fixed through observational data.

Q4. Distinguish between the following:

The relative value of communication and observation: Direct communication involves people 'telling' a company what they want and need; observation involves a company observing how consumers interact with its products and services.

Nonverbal, linguistic, and extra linguistic analysis: Nonverbal analysis...

A linguistic analysis of actually what is being said. Extra-linguistic analysis revolves around verbal analysis beyond surface meanings such as inflection and tone.
Factual and inferential observation: Factual observation involves actual, concrete actions on the part of the observed parties (such as the fact that store lines grow extremely long around 5PM). Inferential observations involve why this occurs (such as not enough additional cashiers opening up at high-traffic times).

Q1 Build the management-research question hierarchy for Ramada.

First and foremost, the question Ramada must answer is how to sustain and improve customer service. Secondly, it must improve employee attitudes and solicit more valuable information from employees to generate more 'buy-in' into the company's change initiative.

Q2 Apply the research process model to the Ramada research initiative.

a Explain the role and process of exploration in Ramada's research.

Ramada attempted to address issues of customer satisfaction through three identified rubrics: hiring, training, and motivation. It reached out to employees to garner input about what seemed to work in terms of employee training and development and what did not.

b What role did secondary data play in the exploration phase of the research?

As well as conducting its own research, Ramada also used outside sources such…