Ramada Franchise Systems

RAMADA DEMONSTRATES ITS PERSONAL BEST

Although the term "business research" is often heard in the media and in the business world, it is used to describe many different types of research. Marketing research may be the most common type of business research in many people's minds, but there are many other types of business research ranging from economic research to financial research to management research. Research can include discovering new training techniques for employees, finding the best computer system for an office, determining whether a company is eligible for pollution tax credits and many other items. In short, the definition is limited only by the limitations of the term itself. Despite this, companies increasingly rely on business research to help them formulate strategy and refine their business operations. This research considers the issue of business research in general, and its application at Ramada Franchise Systems in particular.

Fundamentally, business research can be defined as the "systematic and objective process of gathering, recording and analyzing data for aid in making business decisions" (Zikmund, 2003, p. 6). Based on this definition, the research does not have to be primary research, but can include secondary research such as reviewing articles in professional publications, white papers, or information in industry sources. Business research also requires the analyzing of data, whether gathered f

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RAMADA Although the case does not state a research question in a formal manner, the question can be inferred from the information provided. Ramada set out to learn how it could improve its customer satisfaction. As a franchised operation, the company is removed from the hiring practices of its franchisees, and exerts considerably less control than competitors who own and operate their properties directly. While this has proved a beneficial relationship for Ramada in the past, it does prevent the company from maintaining the control that might give it greater latitude to ensure customer service. Because of this, it is noteworthy that the company was willing to undertake the research project as well as act on the results at the corporate level in order to provide support to the franchisees. GOOD RESEARCH CHARACTERISTICS INCLUDED IN THIS CASE The research used in this case combined secondary researchShifflet's survey as well as the research conducted on Disney and Southwest Airlines--with primary research. The primary research included group sessions with employees held onsite at the various Ramada locations. The research included methodology that is reported in this case, and which can be evaluated by those who read the re

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