25th Anniversary of 9-5 EOC Week 3

After watching the documentary on the 25^th anniversary of the making of the movie 9-5 I believe that both exploratory and descriptive market research was done prior to the making of the movie. In the case of exploratory research it was used in helping to identify a market opportunity. “Exploratory research is conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. Exploratory research is not intended to provide conclusive evidence from which to determine a particular course of action. In this sense, it is not an end unto itself.” The opportunity was that secretaries were fed up with their bosses and daydreamed about killing them. This statement alone we know is not conclusive evidence.  

Now in the case of the descriptive research that was done it was to have painted a picture and identify actions and portray people into fictional characters. “Marketing managers frequently need to determine who purchases a product, portray the size of the market, and identify competitors' actions, and so on. Descriptive research addresses who, what, when, where, why, and how questions”.  I feel the movie did a delightful job of doing just that, “painting a picture of what it would look like if the secretaries in an office got together and killed their boss.  

           

After gathering the information, researchers used manipulation in a way that altered the research done and varied the specific increments or in this case the stories that were told about bosses to create a fictional situation that was impart true but embellished with fiction.  Although I can see the humor of the situation their actions would not have been ethical even in spite of the sexual harassment that the boss use in order to control and manipulate them. Sounds like in real life they would have had a good case for a class action lawsuit.