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Inquiring minds: A survey by Penton media

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Running head: INQUIRING MINDS SURVEY 1
Inquiring minds: A survey by Penton media
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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The management concluded that the card reader service would be outdated.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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