Bus642 Week 5

In: Business and Management

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Running Head: Case Assignment Week 5

Bus 642: Business Research Methods and Tools

Name

Instructor

September 3, 2012

Case Study: Inquiring Minds Want to Know – NOW. Questions 1 - 9

1. Build the management-research question hierarchy.
a. The management dilemma
Penton Media, a publisher of business magazines, was experiencing a declining number of reader service cards being returned, indicating a smaller number of reader enquiries and a declining number of sales leads for advertisers.
b. The management question
How can Penton Media increase the number of reader service cards being returned by readers; or, how can Penton Media increase the number of reader enquiries and the number of sales leads for its advertisers?
c. The research question (s)
Should Penton Media retain, modify, or discontinue the reader service card program? Instead of requesting product or service information by mail, should the publisher use alternate inquiry response options such as sending an e-mail, visiting an advertiser’s website, or using a toll-free telephone number?
d. Investigative questions
What kind of information do readers most often seek? What is the time frame in which information is most often sought? What response options do advertisers offer to obtain information about their products and services? Is there an emerging trend which shows that readers are changing their choice of response options? Does the declining number of service cards being returned reflect an emerging trend which shows that readers are changing their choice of response options? What are the factors which determine preferences in response options among readers? Do demographic factors help determine preferences in response options among readers? How many advertisers offer the e-mail, website, or toll-free telephone response option? How many readers use the e-mail,…...

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