Group_Discussion_Board_Forum_4[1] - BUSI 600 1. Build the...

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BUSI 600 1. Build the management-research question hierarchy. Management dilemma: Decline in use of publication reader service cards. Management Question: Do we continue with the use of reader service cards? Research Question: Is business publication advertising generating fewer leads than in the past? Investigative Questions: How many leads are being generated by reader service cards? What are the other methods that leads are being generated? What are the trends in the way customer enquire and buy industrial products? Has any changes in technology over the years influenced the manner in which people respond to ads? Measurement Questions: These would be developed along the lines of the investigative questions, for example a customer who has purchasing power and subscribes to the magazines may be asked to fill out a questionnaire, where one of the questions may be: “Are you involved in specifying, recommending, purchasing, or approving the purchase of any of the following for your organization?” Then based on the answer to this question, various questions on the way they responded and what was useful to them and the way in which they would do their future prospecting and buying can be asked. 2.What ethical issues are relevant to this study? The questions should be framed in such a manner that they do not influence the response. The
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Group_Discussion_Board_Forum_4[1] - BUSI 600 1. Build the...

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