Submit your reading response by making a comment on this post. In your response, please respond to each of the prompts below. Please number your responses so it’s clear which response goes with which prompt.

Cole

1)  Cole presents several lists of attitudes and misconceptions in categories such as “general misconceptions about research,” “reasons why we should not conduct research,” “suggestions about how to design or conduct research,” etc. Pick three statements from three different lists. For each statement, first indicate which list it came from, and then quote the statement itself. Then, imagine you are a market researcher. Write 1-2 sentences explaining what’s problematic about it.

Enderle

2) Here are several quotes from Enderle’s blog post regarding the use of research and analytics:

“many who pay for the deployment of these tools will likely instead find they are used to showcase what idiots they were after the fact.”

“analytics is only going to make a bad decision look worse”

“it has the high probability of making executives look like idiots”

“First, avoid analytics as a decision tool. It’ll make executives look bad, and they probably won’t appreciate that.”

Is Enderle saying that analytics are a bad thing? If you think yes, then explain why he thinks they are bad. If you think no, explain what you think he actually means by these quotes. (2-3 sentences)

Highhouse

3) Highhouse argues that the failure to use analytical procedures in the hiring process is driven by two implicit beliefs. He then has two sections of the article that specifically discuss each belief, labeled “Irreducable Unpredictability” and “Myth of Expertise.” For each belief, first write a sentence briefly explaining what the belief is. Then write 1-2 sentences explaining how it undermines the use of analytical procedures in hiring.