Case Assignment 1
1. Build the management-research question hierarchy.
The management –research question occurs during stage 1 of the research process. The approach for this stage of the research process is to state the dilemma that prompts the research and then develop other questions by progressively breaking down the original question into more specific one (Cooper & Schindler, 2014, p. 77). Our case highlights a multistage communication study undertaken by the research department of Penton Media, a publisher of business trade magazines, to determine the long-term viability of a reader and advertiser service, the reader service card, a post-card-size device used by ...view middle of the document...
It is the hypothesis that best states the objective of the research; the question(s) that focuses the researcher’s attention (p.79). How does Penton Media increase the number of readers that request product and service information from advertisers?
Investigative questions are questions the researcher must answer to satisfactorily answer the research questions; what the manager feels he or she needs to know to arrive at a conclusion about the management dilemma (p.79). In our case assignment, the manager needs to know the best inquiry method to get readers to request product or service information from advertisers?
Which of these inquiry methods would generate the most responses, and result in more leads?
This information is available to the manager as a result of the data received from the inquiry response options that Penton Media has offered in its publications.
Measurement questions are the actual questions that researchers use to collect data in a study (p.118). In our case assignment, the manager needs to collect historic and real time data on the inquiry response options that are being used by majority of their readers. In order to collect this information, the manager needs to know the most frequent used inquiry response option used by readers?
What is the recommended course of action, given the research findings (p. 108)? Following the research that was conducted and the findings, the manager needs to make a decision on the direction Penton Media must go. Are reader service cards a viable long-term option considering the impact of technology in reader responses? Which inquiry response method will generate an increase in reader requests for product or service information?
2. What ethical issues are relevant to study?
As in other aspects of business, all parties in research should exhibit ethical behavior (p.28). 710 completed questionnaires were received from the 4,000 managers, executives, engineers, and purchasing agents that were selected from the Penton database. The researcher is obligated to protect the right to privacy of the 710 individuals that completed questionnaires. The confidentiality of survey answers is an important aspect of the participants’ right to privacy (p.34). The cover letter states that individual responses will remain confidential. Once the guarantee of confidentiality is given, protecting the confidentiality is essential (p.34). It is important that participants understand the benefits of the research. A look at the cover letter sent to participants states the benefit of completing the questionnaire. Penton Media succeeds in describing the benefit of the study. This is probably one of the reasons the company received a healthy response to its...