CASE STUDY: NETCONVERSIONS INFLUENCES KELLEY BLUE BOOK 2
NetConversions Influences Kelley Blue Book
1. Develop the management-research question hierarchy through investigate questions for
this project.
Kelley Blue Book is of the most sought after highly used website for a consumer
seeking value of new and used vehicles within the auto industry. For many decades Kelley Blue
Book operated with an annual publish book, that always sold off store shelves. Being present
with a management dilemma, KBB found themselves answering whether they would stay with
their current business model, or would they change it to advance to what was becoming known
as the digital age. It was most critical for Kelley Blue Book to move towards the digital age to
stay relevant and competitive within the automotive market. “Each time they changed an element
on a page, add a page, or delete a page, they take the risk of endangering their customer
satisfaction and loyalty as much as enhancing it.” Schindler, P. S. (n.d.)
When it comes to Formatting the management-research question hierarchy. The
management question is “getting car buyers to return to its site repeatedly; visits generate a
major revenue source.” Schindler, P. S. (n.d.) Changing from old to new and continuing to
maintain their customer satisfaction that had been there for decades. Moving to the digital age
would mean that the company revenue that once came through paperback books, would now
have to come from other resource means. Some investigative research questions to consider are;
“what are the real benefits your company provide, what are emerging trends and challenges, how
strong is your brand, and
2. Using the research process model (Exhibit 4-1), describe and evaluate the research design
of this project.
In the first stage in the research design, we completed it when we identified and
CASE STUDY: NETCONVERSIONS INFLUENCES KELLEY BLUE BOOK 3
completed with some investigative questions the company’s manager would need to answer to be
successful. In the second stage, we would need to look at what is the design the research. The
sampling design, “task is to identify the sources of any information you did not find during
exploration. The investigative questions you developed in Stage 1 are the focus of this process.”
Schindler, P. S. (2022, pg. 76) Kelley Blue Book turned to NetConversions (NetC) with its
TrueUsability for assessment. Using the TrueUsablility research methodology into “two primary
phases; site analysis and Hill Climbing.” Schindler, P. S. (n.d.) NetC also provided “visitor
tracking, data analysis, and reporting.” Schindler, P. S. (n.d.)
3. Describe and evaluate the sampling design for this project.
NetC-1 followed and tracked during the visitors to the web site. The data was
compared with the Hill Climbing as well. The sampling provided click density analysis. As well
marking every and all visitors to the page. The click density showed which content on the site
was most valuable, as well what spaces where perceived to be the most valuable to the visitor.
Other research conducted and shared with the advertisers “enhanced the click-through rate.”
Schindler, P. S. (n.d.) Doing so increased revenue enough to help offset the cost of research.
For the Biblical perspective, it is important that for one to recognize the need for change
and that opportunity to succeed from it. “If the iron is blunt, and one does not sharpen the edge,
he must use more strength, but wisdom helps one to succeed.” (Ecclesiastes 10:10, ESV)
CASE STUDY: NETCONVERSIONS INFLUENCES KELLEY BLUE BOOK 4
References
Schindler, P. S. (2022). Business research methods. McGraw-Hill Education.
Schindler, P. S. (n.d.). NetConversions Influences Kelley Blue Book. Business Research
Methods.
Wilson, J. (2024, February 12). 25 Bible verses about wise counsel (with commentary) -
scripture savvy. Scripture Savvy - Daily Insights About the Bible.
https://scripturesavvy.com/wise-counsel/
Staff, B. (n.d.). Ecclesiastes 10:10 - if the AX is dull and its edge unsharpened, more S... Bible
Study Tools. https://www.biblestudytools.com/ecclesiastes/10-
10.html#:~:text=Ecclesiastes%2010%3A10%20in%20Other
%20Translations&text=10%20If%20the%20iron%20is,wisdom%3B%20it%20helps
%20you%20succeed.
Frederiksen, L. (2022, September 21). Top 10 business research questions to drive growth and
profitability. Hinge Marketing.
https://hingemarketing.com/blog/story/the_importance_of_business_research_for_your_fir
m_top_10_questions_to_drive
