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Case Study 1

587 words - 3 pages

1. Build the management-research question hierarchy.
Management personnel of an organization are sometimes faced with difficult organizational dilemmas that need to be resolved. The use of the management research question hierarchy is one of the methods used for such purpose. It is a process that “is designed to move the researcher through various levels of questions, each with a specific function within the overall business research process” (Cooper, Schindler, 2011). In the case of Penton Media, the publisher is trying to figure out the cause of declining usage of publication reader service cards. The following 6-step questions of the management-research question hierarchy are used to resolve Penton Media’s dilemma:
Management-Research Question Hierarchy
• Step 1: Management Dilemma
o Why is there a decline in the use of publication reader service ...view middle of the document...

o Email
o Telephone
o Fax
o Website
o Other __________
o Does response time requirement affect which method of inquiry you use? Please elaborate.
• Step 6: Management Decision
o Based on the research findings, service cards should change to reflect the current technology and buyers’ needs.

2. What ethical issues are relevant to this study?

The management –research question hierarchy is a useful tool for organization to resolve many of its dilemmas. It has its benefits, but it also some ethical issues. One ethical issue that could arise from research question hierarchy is the respondents’ right to privacy. There was no privacy guaranteed to the individuals who voluntarily replied to the researched questionnaires. Penton Media could use research question data to study customers’ purchasing behaviors and patterns and sell or share them to third parties. One’s purchasing data could be used to build his/her digital profile. In this age, that kind of information is currency (White, 2012).
People blindly give their information away and have little knowledge of what the companies would with them. Often, this data is used to sell products. Essentially what Penton Media did is considered data-mining. Data-mining is a multi-billion dollar big industry that is largely unregulated (White, 2012). White argues that while this is not necessary a bad thing but “that people’s virtual selves could be written off as undesirable, whether the depiction is correct or not.” Without looking the profiles, people have no idea how marketers are judging them (White, 2012). Misinterpreting one’s profile could happen and could lead to a lot of headache for that person. Credit card companies use one’s purchase history to build a risk profile and give him/her a credit rating. Mistake can and do happen. When it does, it could mean a lot of headache for the effected person. It would take time and money for that person to fix his credits.

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