1
BUSI 600-D08: Case Assignment 1
Case Assignment 1
Weylu Chang
Liberty University
Dr. Jonathan Schultz
2
The publisher, Penton Media, in this scenario has a mounting issue. Technology is posing
new issues to the advertising world. Certain mediums are becoming obsolete and new mediums
are becoming increasingly more important. The article stated that between 1992 and 1999 the
popularity of emails and websites grew exponentially. Email addresses have taken over from
postal addresses. The article also stated that in 1992, 69% of the ads included a postal mailing
address, where in 1997 it had dropped to roughly 55%. Also in 1992 there was not one ad that
included an invite to their company website and only one ad listed an email address. In
conclusion, the article stated that about 72% of the respondents would plan to use the Internet to
research potential suppliers, products, or services over the next five years, as compared to 33%
of respondents using the Internet for the same purpose during the past year. The research showed
that buyers are working at speeds that they previously were not. Buyers not only want
information on demand but they want more information as well.
We will begin by diving into the management research question hierarchy. The
management research question hierarchy is composed of four questions, the management
question, research questions, investigative questions and measurement questions. The
management question is the dilemma, stated in question form. This is the question that the
manager needs to resolve. The research question is the translation of the question, based on facts
that the researcher must answer to contribute to the solution of the management question. The
investigative questions are the specific questions the researcher must reply to provide necessary
detail and coverage of the research question. The measurement questions are the questions
participants must answer if the researcher is to gather the needed information and resolve the
management question.
3
BUSI 600-D08: Case Assignment 1
The management research question hierarchy for publisher, Penton Media, is, “How will
we keep up with rapidly changing technology, to continue reaching buyers for our advertising
clients?” In the article it explains how Penton Media is going to adjust or have been adjusting to
changing times. The emphasis for Penton Media is going to switch from print material with
postal addresses to websites and email addresses. They go on to say that most websites will have
a “contact us” link that generates an automatic email. This is again reiterating the importance of
speed in the business world.
The next question in the hierarchy is the research questions. Research questions, which
are the fact-based translations of the actual management question. It must also provide an
adequate solution. For Penton Media’s situation the research questions that Penton Media wants
to ask are, “Will this cut down my customers wait time? Or will this give my customers more
information? No matter what Penton Media needs to deal with the technology changes and
implement them into their magazine ads. Their research on inquiry response times showed in
1997 and 1998 the response times were increasing. They also noticed that contact info on their
ads was changing. Ads were slowly moving away from telephone and fax numbers and moving
towards email addresses and websites. Adjusting to the times will allow Penton Media to
continue to service their customers.
The next questions are the investigative questions. The investigative questions are the
specific questions the researcher must reply to provide necessary detail and coverage of the
research question. These questions tell Penton why respondents use phone calls over email or
vice versa. Their research also showed that links to company websites grew more popular,
telephone and fax numbers grew less popular. It also concluded that when people wanted a
4
quicker response time the telephone was used and when a person could wait they emailed in their
question.
The final question is the management question. The measurement questions are the
questions participants must answer if the researcher is to gather the needed information and
resolve the management question. The measurement questions are sent out to two sample groups,
one being subscribers and the other group comprised of managers, executives and purchasing
agents. The answers to these questions can be analyzed by the responses to the mail in
questionnaire. Data collected can then be translated to the manager and rendered to decide what
is ahead for the company.
Penton Media’s research showed that when a quicker response time was needed or sought
the telephone was the chosen method. If the issues were not time sensitive then an email would
suffice. Penton Media found out that their clients want information faster.
There were not many ethical issues in this case. The only possible ethical issues that
would arise are the wording of the questions. Whether or not they get too personal or insinuate a
handicapped disability or if the company was to break a confidentiality agreement. The only
other possible issues would be not disclosing what the study or questionnaire is about. All parts
of the advertisements were in agreement with the ethics code.
Penton Media set out to determine the long-term viability of a reader and advertising
service. They found out that technology is changing fast and they need to keep up with times.
Otherwise they risk the possibility of falling out of the competition. Buyers want to buy now and
the quicker they want their information the more they chose to use the telephone. But Penton
