BUS 300 Lecture Notes - Lecture 4: Psychological Trauma, Telemarketing, Informed Consent
Document Summary
Research performed by employees of the company that will benefit from the research. Sources of conflict between senior management and research. Research that implies criticism: ex: a sales manager who projects 5% increase in sales will not like hearing from the research department that the market potential indicates sales volume should be up by 20% Money: companies see research as cost rather than investment, working with a budget to produce meaningful results, ex: a financial manager sees research as a cost rather than as an investment or a way of lowering risk. Time: researchers say, good research takes time! managers say, time is money! . Like oil and water, these two views do not go together easily: the more quickly research project is done, less likely it is to be successful. Intuitive decision making: managers are decision makers, action-oriented, often rely on gut reaction and intuition, if managers do research- often simple projects that provide concrete results with certainty.
