Inquiring Minds Want to Know (Case Study Sample)

Inquiring Minds Want to Know
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Abstract
Penton Media is a company that specializes on publishing and publishes magazines such as Industry Week, Machine Design, and Restaurant Hospitality. According to the case study, the magazines have been experiencing a significant decline especially regarding publication of the reader service cards. These cards are used by customers for ordering certain products and services via the companies that own the magazines. This paper provides an outlook of Penton’s management-research question hierarchy and the ethical issues that are relevant to the case study.
The Management-Research Question Hierarchy
Management research questions can be typically phrased from human and social dilemmas. A useful approach for conducting research is by stating the basic dilemma that in turn prompts the research (Danso, 2007). This is then followed by the progressive development of the research questions by breaking down the original questions into smaller and more specific questions. This is what is referred to the management-research questions hierarchy that is a six-stage process (Danso, 2007).
The management-research question hierarchy process of sequential formulation of research questions directs the management/researcher from the management dilemma into questions for investigation. It comprises of six levels that include the dilemma of the management, question for the management, questions to be researched, investigative questions, measurement questions, and the decision by the management. These progressively modify the dilemma into a research question (Estrella, 2007). The discussion below provides the management-research question hierarchy for Penton Media from the management dilemma to the management questions.
Management Dilemma
The symptoms and stimuli from the environment generate the dilemma for the management (Estrella, 2007). In relation to Penton Media, the symptoms include the continuous decline in the numbers of reader service cards being returned, and this indicated a reduction in the number of inquiries from the readers. This also indicated a reduction in the number of sales leads for the people advertising in the magazines.
Management Questions
On the basis of the management dilemma, the management question is the management dilemma that is set in the form of a research question (Estrella, 2007). The negative aspects within the management dilemma can be addressed (minimized and/or avoided) through the comprehension the reasons underlying the decline in the number of reader services cards being returned. In addition, by determining the means by which they can increase the number of cards being returned. Hence, the management questions include what are the reasons for the reduction in the number of service cards being returned? What can be done to ensure the readers and advertisers are receiving the information needed? How can the company increase the volume of reader service cards being returned? How does Penton Media increase the utilization of publication reader service cards? Is requesting information through service cards still a viable method?
Research Questions
This focuses on gathering the factual information (Estrella, 2007). These questions include: should Penton Media utilize other options for response instead of their conventional product/service request via mail? Should the current reader service card be eliminated/maintained or modified?
Investigative Questions
What are the alternative means that advertisers offer to gather information about the products/services from advertising companies? What is the information the readers often seek? How much time lapses before customers seek information? What amount of time lapses before customers request for information? Do the individuals purchasing the products have differing needs compared to the supervisors? How many customers use the websites as a source of information? How many companies presently in the market provide information via web access? Are readers changing their response methods? What other options are available for providing product and/or service information? Are the changes in approaches to response by customers linked to the decline in reader service card returns?
Measurement Questions
These comprise of the actual questions to be presented to the interested parties/panelists (Estrella, 2007). What are the alternative methods that could be used to increase service card returns? What are the possible risk factors for continuing with the current methods? What opportunities does the use of alternative methods present? What are the risk factors that are involved with using new approaches for acquiring inquiries and increasing sales? Are all the necessary questions contained within the new methods? Do the proposed methods have the order instructions?
Ethical Issues
It is vital to consider all the ethical considerations that are involved in such publications. Integrity in ethics is essential in regards to composition and publication. Since the research is internal, the sponsor’s rights are included...