Research Methodology
To identify the forces within the redcedar market we developed a three-step research methodology.
In the first step we identified the market participants using available secondary information from the internet, Missouri Department of Conservation data on the wood products industry, knowledgeable university colleagues, private forest consultants, and initial contacts with businesses in the redcedar industry. We developed a database of companies participating in the redcedar market listing basic identification information (company name, contact person, address, phone, fax, email and web site address), types of products purchased and sold.
In the second step we developed a questionnaire-based survey that was mailed to the 187 companies identified. Fifty-eight surveys were returned. Based on these surveys we created a quantitative picture of the five forces acting on the redcedar marketplace. Analysis of the results from the mail survey guided the development of a more qualitative phone survey.
The third step in the research process was based on a set of phone interviews administered to a sample of the respondents that completed the mail surveys and agreed to participate in the follow up phone interview. Interviews were conducted using a semi-structured questionnaire with more open-ended questions. We conducted 25 interviews with managers and owners/managers of small, medium and large businesses in the redcedar market. With the respondents' permission, the interviews were recorded, transcribed and analyzed by the research team. Confidentiality was protected in all surveys.
Porter's Five Forces Model2 was used to develop and analyze both the mail survey and the phone survey.
2Porter M. 1980 Competitive Strategy: techniques for analyzing industries and competitors. The Free Press, New York