Research Methods Qnt 561

You have been approached by the editor of Gentlemen’s Magazine to carry out a research study. The magazine has been unsuccessful in attracting shoe manufacturers as advertisers. When the sales force tried to secure advertising from shoe manufacturers, they were told men’s clothing stores are a small and dying segment of their business. Since Gentlemen’s Magazine goes chiefly to men’s clothing stores, the manufacturers reasoned that it was, therefore, not a good vehicle for their advertising. The editor believes that a survey (via mail questionnaire) of men’s clothing stores in the United States will probably show that these stores are important outlets for men’s shoes and are not declining in importance as shoe outlets. He asks you to develop a proposal for the study and submit it to him. Develop the management-research question hierarchy that will help you to develop a specific proposal.

What symptoms cause management concern?

Why is the sales force unsuccessful at procuring advertising from show manufacturers? Lack of income from shoe manufacturers buying advertising to be placed in the magazine.

a. Lack of training (Sales Force)

b. Lack of interest by shoe manufacturers in the magazine

c. Advertisement costs are to high

d. Distribution of magazines (target customers) not sufficient to shoe manufacturers

Defined Management Question:

How can Gentlemen’s Magazine attract shoe manufacturers as advertisers and increase revenue?

a. Should the advertising sales force receive training?

b. Should the cost of advertisement in the magazine be lowered to attract shoe manufacturers?

c. Should the target population be expanded?

d. Does the magazine relate to shoes as part of the men’s fashion industry?

How can management eliminate the negative symptoms? How can management fully capitalize on an opportunity?

What plausible courses of action are available to management to correct the problem or take advantage of the...