Developing speaking skills

Task 35. Having read the material of the unit, how would you answer the questions:

• Is it important to have a person who will guide your investigation?

• What are the objectives of your study?

• What ethical and moral problems are you facing in your research?

Task 36. Choose any of the dialogues offered below. Reproduce them with a partner. Change the roles. Single out the major ideas and be ready to report them to the group.

Dialogue 1.

A:	Hallo, Ann. Haven’t seen you for ages. What have you been busy with?
B:	You know, I am preparing my research paper about different styles of thinking and its role in marketing.
A:	Is it really interesting for you?
B:	Of course. People analyze problems differently. Do you know that sources of knowledge range from untested opinion to highly systemic styles of thinking? As we go about our daily life, we rarely think about how we “know” something or where this knowledge originates. It seems to me it is very important, for example, in marketing and advertising.

Dialogue 2.

A:	I would like to ask you: what does the term “untested opinion” mean?
B:	People adhere to untested opinion despite contrary evidence. It is not unusual for a new employee to hear, “That’s the way we’ve always done it here”.
A:	Right you are. And how is it called when we rely on persons of authority to improve our confidence in our knowledge?
B:	It’s the “method of authority”. Very often we buy some products, because somebody says it’s worth buying.
A:	Yes, you are right. I think it’s rather interesting. Now I understand why scientific inquiry has been described as a puzzle-solving activity.
B:	Yes, for a researcher puzzles are solvable problems that may be clarified or resolved through reasoning.
A:	Thank you. I am glad, I have met you today. Thank you for conversation. Bye-bye.
B:	See you later.

Task 37. Work with a partner and complete the following dialogues. Act them out.

Dialogue 1.

A:	I have recently read an article in a business magazine about unethical activities while conducting surveys and experiments.
B:	………………………………………………………………………..…........
A:	The issue that impressed me most is the problem of deception because there is no single approach to it.
B:	…………………………………………………………………………….......
A:	On the one hand, researchers need to use it for fear of introducing bias to respondents, on the other hand, respondents’ rights and well-being should be protec­ted. What is your opinion about it?
B:	………………………………………………………………….……………...

Dialogue 2.

A:	You know, I’m going to conduct a survey.
B:	…………………………………………………………………………..........
A:	The problem to be solved is whether consumers of different age groups are satisfied with diary products of domestic manufacture. Can you advise me what I should start with?
B:	……………………………………………………………………….…..........
A:	What questions should I include into my survey and whom shall I have to approach?
B:	………………………………………………………………………….…......
A:	Thanks a lot. Your advice is of great value to me.
B:	You are welcome. It’s my pleasure.

Task 38. Role plays.

Make research decisions about the following cases. Discuss them in small groups and then present your ideas to the class. Agree or disagree with your group-mates’ decisions, giving your reasons.

1. You are a manager of the Midwestern division of a major corporation, supervising five animal-feed plants scattered over four states. Corporate headquarters asks you to conduct an investigation to determine whether any of these plants should be closed, expanded, moved or reduced. Is there a possible conflict between your role as that of a researcher and a manager? Explain your opinion.

2. Advise each of the following persons on a specific research study that he or she might find useful. Classify each proposed study as reporting, descriptive, explanatory or predictive.

1. When the management decision problem is known:

• Manager of a full-service restaurant with high employee turnover.

• Head of an academic department committee charged with selecting a research methods textbook.

2. When the management decision problem has not yet been specified:

• Manager of the men’s furnishing’s department for a national chain.

• Plant manager at a Ford auto assembly plant.

• Director of admissions at a large state university.

• Investment analyst at an investment firm.

• Director of personnel at a large hospital.

• Product manager for Crest toothpaste at Procter& Gamble.

• Housing programs officer for a city.

• Office manager for a dentist.

3. The new president of an old, established company is facing a problem. The company is currently unprofitable and is, in the president’s opinion, operating inefficiently. The company sells a wide line of equipment and supplies to the diary industry. Some items it manufactures and many it wholesales to diaries, creameries and similar plants. Because the industry is changing in several ways, survival will be more difficult in the future. In particular, many equipment companies are bypassing the wholesalers and selling directly to dairies. In addition, many of the independent diaries are being taken over by large food chains. How might research help the new president make the right decision? In answering this question, consider the areas of marketing and finance as well as the whole company.

4. You have received a research report done by a consultant for your firm, a life insurance company. The study is a survey of morale in the home office and covers the opinions of about 500 secretaries and clerks plus about 100 executives and actuaries. You are asked to comment its quality. What will you look for?

5. 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 market. Discuss key issues and concerns arising from the fact that you, being a manager, are also the researcher.

Unit 9