Busi 600 Case Study 1

Case Study 1

Case Study 1

Management Question Hierarchy

The business research process combines multiple steps that are meant to answer the questions necessary for a researcher to reach a conclusion. An important step in this process is developing the management-research question hierarchy. The hierarchy develops a series of questions with specific functions that are designed to contribute to the business research process. When developing the management-research question hierarchy, the researcher must determine the management dilemma, management question, research question(s), investigative questions, measurement questions, and the management decision (Cooper & Schindler, 2014).

In a case study describing Penton Media, a business trade magazine publisher, there is concern about the long-term viability of their reader service card, which is used by readers to request more information from a specific advertisers. Penton Media’s concern can also be considered the management dilemma. The management dilemma stems from certain symptoms that initially cause management concern. In Penton Media’s instance, management noticed a decline in the use of the service cards. Management dilemma also stems from environmental stimuli that may catch the attention of management. For example, according to Ken Long, the director of Penton’s Research Services, “By 1998 there was a growing belief in many quarters that business publication advertising was generating fewer leads than in the past” (Cooper & Schindler, 2001, p. 1).

After management notices the symptoms of the dilemma and is interested in researching the problem, management must determine how to eliminate the negative symptoms and take full advantage of any opportunities, which is also known as the management question (Cooper & Schindler, 2014). In the case of Penton Media, in order to eliminate the negative symptoms, the consumers must have the option to utilize their preferred method of contact to...