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NCR Corporation Relocation Example

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NCR Corporation, known as world leader in ATMS, point-of-sale (POS) retail checkout scanners, and check-in kiosks at airports, announced in June 2009 that it would move its world headquarters from Dayton (OH) to Duluth(GA), a suburb of Atlanta, after more than 125 years. An employer of 1,200 mostly high-salaried, professional workers in
Dayton, NCR was enticed to move by Georgia's offer of more than $56.9 million in tax credits; its fast-growing, educated 25- to 34-year-old population cohort; international offices for 10 European state governments; and the busiest international airport (Atlanta) in the world.

a. What qualitative research might NCR have done to reach this decision?

b. NCR will use its move to Georgia to downsize its world headquarters workforce. What qualitative research could help NCR determine which of its 1,200 employees will be offered positions in Duluth?

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Solution Summary

The response provides you a structured explanation of qualitative research for relocating the head office of NCR Corporation. It also gives you the relevant references

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a. You should say that the qualitative research that NCR might have done before reaching this decision is that it must first go through secondary sources on the internet relating to factors that are for and against the location of its headquarters in Duluth instead of Dayton. The secondary sources should include government and non government sources. It should also use reports relating to location of ATMS, point-of-sale (POS) retail checkout scanners, and check-in kiosks at airports industry in Duluth. It should see if there are any specific advantages.

You must say that in addition, it should conduct qualitative research by carrying out a focus group interview in which there should be six participants from the industry in Dayton and six participants from the industry in Dayton(1). To establish validity, NCR Corporation should conduct three focus group interviews. The interviews should be videotaped with the consent of the participants and the results analyzed. This is a suitable method of carrying out ...

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Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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