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Inquiring minds: A survey by Penton media

Inquiring minds: A survey by Penton media

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Study Guide

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Running head: INQUIRING MINDS SURVEY 1

Inquiring minds: A survey by Penton media

Name

Institution

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INQUIRING MINDS SURVEY 2

1 Build the management-research question hierarchy.

• Management dilemma

 What is the long-term viability of the reader service card?

• Management question

 What is the long term effectiveness of the readers service card be in the

advertising business?

• Research questions

 What is the trend in publication advertisement?

 How does the trend affect the use of reader’s service cards?

 What can the management do to increase the effectiveness of their advertising

forum?

 What method can be used to increase the leads from the publication

advertising?

 What are the other alternatives for stimulating enquiries from the clients?

• Investigative questions

 How should the management incorporate other enquiry channels in the

publication advertisements?

 How can the management collect the views of their clients to choose the most

efficient approach?

• Measurement questions

 Does the time taken during communication through a particular channel,

influence clients choice?

 Is the rate of business essential in choosing the channel of communication?

 What are the current clients’ preferences of communication channel?

 Is the cost of the channel crucial to a client?

• Management decisions

The management concluded that the card reader service would be outdated.

It decided to incorporate new enquiry channels in their publication advertisements.

They would add email addresses, clients` websites, and fax-on-demand and internet

publications. Clients were mostly concerned about time and cost. These channels

would save them the time required to seek information and communicate with the

companies. It was also cost effective for many who could access the internet.

2. What ethical issues are relevant to this study?

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Inquiring minds: A survey by Penton media Name Institution 1 Build the management-research question hierarchy. Management dilemma What is the long-term viability of the reader service card? Management question What is the long term effectiveness of the readers service card be in the advertising business? Research questions What is the trend in publication advertisement? How does the trend affect the use of reader's service cards? What can the management do to increase the effectiveness of their advertising forum? What method can be used to increase the leads from the publication advertising? What are the other alternatives for stimulating enquiries from the clients? Investigative questions How should the management incorporate other enquiry channels in the publication advertisements? How can the management collect the views of their clients to choose the most efficient approach? Measurement questions Does the time taken during communication through a particular channel, influence clients choice? Is the rate of business essential in choosing the channel of communication? What are the current clients' preferences of communication channel? Is the cost of the channel crucial to a client? Management decisions The management concluded that the card reader service would be outdated. It decided to incorporate new enquiry channels in their publication advertisements. They would add email addresses, clients` websites, and fax-on-demand and internet publications. Client ...
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