Suggested Discussion Questions:
    Evaluate Lott’s decision to concentrate efforts on the camper segment and backward integration into the chassis production in order to achieve the formulated management objective. Discuss the shortcomings and the advantages of such an approach. Does any particular alternative seem superior, either at this stage or perhaps later in the decision process? What information would you need to evaluate these alternatives relative to the ones chosen?
    Evaluate Christopherson’s assessment for a need of a two-stage research program and his proposal to use focus groups for the exploratory phase and large scale interviews for the more detailed phase. Are these methods appropriate, given Adventure Unlimited’s overall goals and plans? What specific methods would you recommend for each phase and why?
    What are the issues that Christopherson should consider when developing the focus group study’s design? Are there any potential informational pitfalls or likely deficiencies in this case?
    What could be the potential sources of errors in the research design and implementation? What might be done to help avoid or at least mitigate these errors? Place the examples in the context of the current case.

Requirements:

    Referring to the case you have read, write your initial post regarding the above question by 11pm July 12. Your initial post should focus on one or more of the above discussion question(s).
    Locate two peers' comments that resonate with you, and then reply to them by 11pm July 14. Ideally, choose to reply to the colleagues who have not yet had a colleague reply.
    Your initial post should have at least 350 words; and each replying post should be at least 200 words. If the posted message does not meet the minimum word count, I will NOT grade it..
    Note: all your initial and responding messages must reflect the application of the related concepts and theories that you learn from the chapters. Use appropriate terminologies for all your posts.