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Group Discussion Board Forum 1 – Part 1

Question 1, Chapters 1 – 8

As area sales manager for a company manufacturing and marketing outboard engines, you have been assigned the responsibility of conducting a research study to estimate the sales potential of your products in the domestic (U.S. or Canadian) market. Discuss key issues and concerns arising from the fact that you, the manager, are also the researcher.

Managers often have to conduct their own research. While conducting this research the corollary issues and concerns need to be taken in consideration. Additionally, one needs to realize that the manager is not an independent third party and might have a conflict of interest that could sway the research analysis.

Research assists in making decisions and the decision is one with numerous operational, financial, and public ramifications. Managers rely on information to make more efficient and effective use of their budgets (Cooper & Schindler, 2011). Good research generates dependable data that are derived by professionally conducted practices that can be used for reliable decision-making (Cooper, 2011). If managers are experienced to follow the standards of the scientific method of research, they could provide some valuable information. In contrast, poor research could negatively impact the outcome. Cooper & Schindler (2011) assert that greater confidence in the research is warranted if the researcher is experienced, has a good reputation in research, and is a person of integrity. An area sales manager may be a person of integrity but may lack the credible experience in research. This would invalidate the research. Information drives decisions related to organizational mission, goals, strategies and tactics (Cooper, 2011). Efforts should be made to minimize the influence of personal bias in selecting and recording data (Cooper, 2011).

Estimating the potential sales of a product in a domestic market is a big task to undertake; however...