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    The research conducted by HeroBuilders.com prior to launching its action figure business was exploratory in nature. The founder, Mr. Vicale, initially researched the market for action figures on the internet and in toy stores to gain a basic understanding of the size of the market and major competitors. He found there was a large market dominated by Hasbro but with many other smaller players. Mr. Vicale also consulted a lawyer to ensure the figures he wanted to produce would not violate any intellectual property rights. However, the research process was not very detailed or thorough and did not include things like defining the target customer or evaluating production needs. This exploratory research helped stimulate interest in launching the business but was not sufficiently detailed

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    The research conducted by HeroBuilders.com prior to launching its action figure business was exploratory in nature. The founder, Mr. Vicale, initially researched the market for action figures on the internet and in toy stores to gain a basic understanding of the size of the market and major competitors. He found there was a large market dominated by Hasbro but with many other smaller players. Mr. Vicale also consulted a lawyer to ensure the figures he wanted to produce would not violate any intellectual property rights. However, the research process was not very detailed or thorough and did not include things like defining the target customer or evaluating production needs. This exploratory research helped stimulate interest in launching the business but was not sufficiently detailed

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    The research conducted by HeroBuilders.com prior to launching its action figure business was exploratory in nature. The founder, Mr. Vicale, initially researched the market for action figures on the internet and in toy stores to gain a basic understanding of the size of the market and major competitors. He found there was a large market dominated by Hasbro but with many other smaller players. Mr. Vicale also consulted a lawyer to ensure the figures he wanted to produce would not violate any intellectual property rights. However, the research process was not very detailed or thorough and did not include things like defining the target customer or evaluating production needs. This exploratory research helped stimulate interest in launching the business but was not sufficiently detailed

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    842 views3 pages

    BRM

    Uploaded by

    rany
    The research conducted by HeroBuilders.com prior to launching its action figure business was exploratory in nature. The founder, Mr. Vicale, initially researched the market for action figures on the internet and in toy stores to gain a basic understanding of the size of the market and major competitors. He found there was a large market dominated by Hasbro but with many other smaller players. Mr. Vicale also consulted a lawyer to ensure the figures he wanted to produce would not violate any intellectual property rights. However, the research process was not very detailed or thorough and did not include things like defining the target customer or evaluating production needs. This exploratory research helped stimulate interest in launching the business but was not sufficiently detailed

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    1. Which of the four types of the studies are presented in this case.

    Research details
    mentioned in the case complies with the requirements of the descriptive tupe of
    research. As we see from the research researcher collected data and tried to reveal
    the other players of the market and general trends. The study answers to the
    question who? and considering clarifications of legal side that mentioned in the
    research to the question how?. Drawing conclusion from that features we relate it
    to the descriptive type of the research.

    2. What issues, other than those Vicale chose to evaluate, would you have included
    in your research plan for HeroBuilders.com? Although the Herobulders.com
    succeeded in business and gained popularity we observed few important issues that
    were omitted by Mr.Vicale and they constitute gaps of the research which should be
    considered before marketing product. 1. Promotion: From the research we do not
    observe any actions in this direction. No research regarding promotion means was
    observed initially to promote the product in the market. 2. Price: Mr. Vicale
    researched for identifying the major players in the market not their price policy. Price
    issue is also important in the profitability of the business. So it also should be
    considered. 3. Customer segment: We would add identification of potential customer
    segment as well to the research. This could be helpful in focusing on special
    category of customers and increase popularity and profits of the business. 4.
    Distribution canals are also avoided in the research. Potential of either online selling
    and selling via toy shops should be investigated profoundly.

    Using the criteria in Exhibit 1-5, evaluate the research that HeroBuilders.com
    conducted prior to launching its hero and villain action figure business. Prior to
    launching its hero and villain action figure business HeroBuilders.com conducted
    Exploratory Research. Through this form of research HeroBuilders.com sought
    general information to discover and understand the competition if any within the
    market. (Cooper & Schindler, 2011, 11-20) Though form of research was less
    structured than Descriptive Research it allowed enough flexibility to explore
    basic information which was later used to conduct a more formal and structured
    form of research. (Christopher, Payne &, Ballantyne, 2002, 170-172

    Which of the four types of studies are presented in this case.


    * I believe that Descriptive would be the type of research presented in this case. Because
    Vicale decided to research the potential for the action figure business. Starting with the
    Internet, Vicale found dozens of companies were involved worldwide, some big and some
    small. Hasbro was the biggest player, but there were numerous others, described Vicale.
    Then he took his research to the retail environment. In the toy store, action figures take up
    the most aisle space, second only to electronic games. And young girls have an action-figure
    section, too.
    * The exploratory research findings stimulated Vicales interest. It was this evidence of the
    magnitude of the action-figure business, combined with a genuine respect and admiration for
    the heroes of 9/11 that led to the launch of an e-commerce business to sell dolls based on
    modern day heroes.
    2. Using the criteria in Exhibit 1-6, evaluate the research that HeroBuilders.com conducted
    prior to launching its hero and villain action figure business.
    * Vicale researched on the internet the possibility of making action figures that resembled
    heroes and the markets for which such a possibility would hold profitable.
    * Vicale also did research in retail stores, mapping how much shelf space traditional action
    figures took up on store shelves.
    * Vicale also consulted with a lawyer to make sure that what he was proposing would a legal
    entity, (because of the people he would be replicating.)
    3. What issues, other than those Vicale chose to evaluate, would you have included in your
    research plan for HeroBuilders.com?
    * I would have done customer surveys to see whether such a market would have been
    profitable.
    * I would have done a test run of the action figures to see whether making more action
    figures would have...

    Hero Builders Case 1

    The type of research that Mr. Vicle did was exploratory. As the definition of the exploratory
    research design is to gain better understanding of something that you previously had little or
    no knowledge (www2.uiah, 2007). Mr. Vicle started his venture by means of satisfying a
    personal hobby as he made and collected custom made theme hero dolls. As he noticed the
    attention that his 911 doll was receiving he conducted the above mentioned exploratory
    research by initiating an internet search on the subject of action figures and subsequently
    finding out that their was a huge market and that Hasbro was the forerunner.

    His mistake was that he should have also used the casual research design to observe the
    relationship of cause and effect that his dolls would have on the mass market (DJS, 2009).
    He therby would have been able to better evaluate the media and public response and there
    would have bee in a better position to handle the situation that eventually occurred more
    effective and efficiently.

    Lastly he should have employed a descriptive research where although it is very inflexible it
    would have given the valued information as to if the company was ready to launch, what
    target populace would they pursue as well as many other fixed items that were overlooked
    (Rutgers, 2009).

    In conclusion Mr. Vicle would have avoided the explosive growth of orders without a manner
    of handling the needed increase of production woul dhave allowed him to be better prepared
    for the eventual media explosion.

    . Using the Criteria in Exhibit 1-5, evaluate the research that HeroBuilders.com conducted
    prior to launching its hero and villain action figure business.

    a. Purpose Clearly Defined

    The purpose was somewhat defined. The company wanted to honor the heroes after 9/11. The
    idea started with a personal collection. Once there were requests for more dolls they looked
    into mass-producing them.

    b. Research Process Detailed


    the research process was not very detailed. He talked about looking on the Internet and then
    looking at the retail environment. Anyone else would be able to do that kind of research but
    he did not give much detail about what he found.

    c. Research Design Thoroughly Planned

    I found no evidence of the planned research design. This project was more personal in the
    beginning and was not intended to be sold in a mass-market.

    d. High Ethical Standards Applied

    The company did contact an attorney to make sure they were not violating the rights of the
    heroes they were creating.

    e. Limitations Frankly Revealed

    The limitations were not addressed in this case.

    f. Adequate Analysis For Decision Maker's Needs

    The decision-maker did not provide adequate analysis for this project. This project went
    backwards. These dolls were made more for a personal collection in the beginning and only
    after interest was shown did the designer decide to mass-produce them.

    g. Findings Presented Unambiguously

    the findings presented in this case were very minimal because of the reasons already
    provided.

    h. Conclusions Justified

    the conclusions in this case were not justified...

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