Marketing Research Paper 1

Assignment 1: Research Proposal

MKT 550

Student Name

January 25, 2013

Dr. Name

Assignment 1: Research Proposal

Prejudice, discrimination and racism still inhibit productivity in the workplace despite decades of protests, activism, laws and amendments made, executive orders many workplaces in the United States are still very much living in the past. These injustices are not reserved for the employees, and management that work for multi-million/billion dollar companies, but also in retail industries, fast food restaurants. Out of all of the minority groups, women are the largest group to continually still experience discrimination in the workplace in the form of unequal pay, lack of promotions, etc. Companies spend millions of dollars each year in an attempt to comply with the Federal laws against discrimination by offering training programs, seminars on all forms of discrimination, harassment, etc.; all in an effort to make employees feel like they are working in a safe, non-discriminatory workplace.

Many top companies have made strides to be recognized for being one of the top fifty most diverse companies by such publications as DiversityInc. But why is there still an ongoing issue with discrimination against women? “Part of the problem is that we're used to thinking that all prejudice against stereotyped groups--whether based on race, creed, culture, gender, age or sexual orientation--looks alike. Most laws, policies and personal efforts to prevent stereotypes from affecting decisions are premised on the traditional view that prejudice arises from strongly negative attitudes and overtly derogatory beliefs about social groups or categories” (Morris & Fiske, 2009).

One of the top retailers in the nation Wal-Mart has been sued numerous times in the case of discrimination against their female employees. According to the plaintiffs in the case, Wal-Mart’s track record for promoting women as well as providing satisfactory compensation is lacking...