(Case Assignment 1) 1
(Case Assignment 1) Inquiring Minds Want to Know-Now!
May 29, 2013
Abstract
Business Research has proved via practicum and empirical evidence as a valid and even required
tool for the success of businesses. Moreover, information technologies continue to exponentially
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evolve into more sophisticated systems as well as the dependency of firms in these systems, and
the complexity of costumer’s way of thinking continues to exponentially evolve as well. This
initial case sheds light into the initial and basic methodology and ethical requirements in business
research. The purpose of this document is to explain two elemental fundamental concepts in
business research, the management-research question hierarchy, and some of the ethical matters
associated with business research. The document begins by providing an analysis, and detailed
explanation of the management-research question hierarchy as a methodical process, as well as it
purposes. The document continues to cover the most important ethical issues that the researcher
might initially find during the business research process. The document concludes by reiterating
the importance of the management-research question hierarchy, and the even more critical
requirement, and reasons to maintain the business research process within the prescribed morally
and legally based ethical boundaries.
(Case Assignment 1) Inquiring Minds Want to Know-Now!
1. Build the management-research question hierarchy.
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The concept of the management-research question hierarchy has been defined in several
pieces of academic literature. For instance, Professor Park (n.d.) from the Economics and
Finance Department of the University of Missouri, defined the management-research question
hierarchy as a methodical process used to resolve the management dilemma, this process
methodically guides the researcher from the initial management dilemma to a possible solution
for the organization. Similarly, Estrella (2007) reported the purpose of this methodology was to
break down a management issue in to smaller and simple to research and solve issues and direct
this solution to a management decision (p.2). Both perspectives proposed a very similar
definition for the concept; thus, it can be presented as process designed to provide a reliable and
informed decision to the management in regards to a research decision. Furthermore, figure 1
depicts the most common standard presented in academia , as each level of question represent a
level, and a purpose in the management-research process.
Figure 1 Management Research Question Hierarchy
Note. The figure is extracted from one of the presentations of Kappiantari (2009) from teknikindustry.org, at
http://teknikindustri.org/RM/r2/RM1.pdf (p.19).
In terms of Penton Media, and with the data as is postulated in the article, the reader
could break down the management research question using figure 1 as follows:
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1) Management Dilemma- The growing belief in many quarters that business publication
advertising was generating fewer leads than in the past.
2) Management Question- How will we ensure that we are generating enough leads to
maintain relevancy on today’s market?
3) Research Questions- Should we diversify our advertising options in our business
publications and enter the internet market, and or mass mailing in order to gain and maintain
relevancy in the market? Should a combination of approaches be used, or maintain focus on one
approach?
4) Investigative Questions- Are we being competitive by maintaining our current
business model? Which method of advertising is more effective? Which method is less effective?
Which approach should be discarded if any?
5) Measurement Questions- Which form of advertising do you think is more effective?
Which way do you prefer to contact an advertiser or company and inquire about a product, email,
phone, fax, or mail? What is your prefer method of research when researching a new product or
service?
6) Management Decision- The major research findings in the article could be summarized
by the fact that at the time of the research communication technologies where changing at a fast
pace, and magazine advertising by itself, would not stayed as a relevant approach to sales
marketing. Therefore, the recommended course of action to management would be to diversify
their marketing efforts. More specifically, the diversification efforts need to target markets in
accordance with research results. For example, if 50% of costumers are more subject to internet
marketing then a similar amount of the efforts should be directed towards internet marketing, and
so one.
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As presented, the process of the research-management question hierarchy can provide a
guide to attain informed solutions to the management dilemma regardless of the product, or
service being addressed.
2. What ethical issues are relevant to this study?
As in all business operations, ethical behavior is a legal and moral requirement within the
business research realm as well. In terms of Penton Media and their research processes,
according to one of the publications, by Eriksson and Kovalainen the main areas of where ethical
issues could arise are data collection and the interview processes (p.64). However, in today’s
legal environment, and the current trends privacy issues and how the information collected is
used represent one of the major ethical challenges in business research.
In simple terms, all data collection must be done with the clear approval of the individual.
On the other hand interviews must be done in a fair manner without influencing the individual
being interviewed one way or another. Additionally, the information must not be used for other
purposes without the consent of the researched, and the data must be safeguarded as accidental
loss by the researcher, or a third party may result in financial, and or, physical harm.
Last but not least, failure to abide to ethical requirements in regard to research processes
such as interviews, data collection, and information management, would consequently result in
harm done to the individual, the research, the researcher, and likely the client. Furthermore, one
of the main tolls a researcher possesses is credibility, the individual will not be willing to
participate in further research, the research will lose validity, and we would be risking
compromise the client’s reputation, integrity, and or part of its costumer basis. Thus, failure to
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follow ethical requirements, will damage that credibility harming researchers and their
recommendations.
References:
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Eriksson, P., & Kovalainen A. (2008). Qualitative Methods in Business Research. Sage:
Thousand Oaks
Estrella, J.A. (2007). Identifying Software Project Risks in the Canadian Financial Services
Sector. An International Comparative Study.Ontario:Agilitek
Kappiantari, M.A. (2009). Research Methodology. Retrieved. from
http://teknikindustri.org/RM/r2/RM1.pdf
Park, K.H. (n.d.). The Research Process. Retrieved May 24, 2013 from http://cstl-
hcb.semo.edu/park/BA620/PowePoint%20Presentations/Chap003.ppt
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