ConAgra, Inc. Introduction: ConAgra, Inc. is the second large

ConAgra, Inc. is the second largest food company in the United States. The company is comprised of three main divisions: Frozen Foods, Packaged Foods and Agricultural Products. ConAgra's operations are worldwide, with major operation centers in 35 countries. The company is headquartered in Omaha, Nebraska where unemployment rates have remained at historical lows for the past several years. Due to the tight labor market, ConAgra has had increasing difficulty finding and retaining a quality workforce. This problem has not only afflicted the company at its headquarters, but throughout several of its key operation sites. Thus, ConAgra has commissioned a survey to determine workable solutions to its hiring and retention problems.

Due to the size of the targeted workforce, administrative concerns require that the instrument be relatively simple and easily translated. Though ConAgra has requested that the survey be conducted and results reported for its headquarter operations by the research firm hired, it also requires an instrument that can easily be distributed and analyzed by in-house human resource departments throughout its divisions. Because the company plans to repeat the survey periodically throughout its operations, cost of administering and analyzing the survey are key concerns.

Therefore the survey must be applicable to the entire workforce, from top executives to hourly wage earners. The varying levels of education and time constraints on thi

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sic assumption underlying the solution presented here is that close-ended, rating scale questions will meet the confirmatory needs of the research, while open-ended questions will accomplish the exploratory goals. Summary of Relevant Literature: McQuarrie gives a general overview of the distinctions between market research and market intelligence. He argues that the former is more relevant to business strategic planning because it results in more focussed, company specific information. (1996). He also distinguishes between exploratory and confirmatory techniques. While McQuarrie's discussion of exploratory versus confirmatory research centers around the use of focus groups and only touches on survey research, Rossi et. al. provide a detailed and complete guide to the effective use of surveys in market research. (1983). This work covers not only the use of closed versus open ended questions for obtaining desired information, but also explains various methods in analysis. Finally, Edmunds (1996) and Edwards, et al. (1997) give a step-by-step guides to choosing the proper research method, appropriate use of various question forms in surveys and choosing the appropriate degree of analysis to fit within time and budget constr

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