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Date Submitted: 01/26/2014 12:15 PM
Case Study Three: Inquiring Minds Want to Know-Now!
Discussion Questions 5 and 6
Timothy D. Eames
BUSI 600
Liberty University
September 22, 2013
Inquiring Minds Want to Know-Now!
Penton Media is a publisher of several business trade magazines, and their research department is studying the long-term viability of the reader service card within its publications (Cooper & Schindler, 2011). This card is an advertisement card used for readers to request product or service information, and potentially could be generating fewer leads than in the past (Cooper & Schindler, 2011). The research division of Penton Media has performed diligent research with many different readers through many different forms of contact. Penton Media must now decide if this reader service card will prove to be viable down the road.
Critique the Survey Used for the Study
At first glance the survey seems very broad and confusing. The questions asked are not directive questions, but rather open ended questions that would frustrate the participant. Overall it seems to be lacking precision, and the questions do not precisely ask what the decision maker needs to know (Cooper & Schindler, 2011).
The wording of the questions is fairly adequate for the responses needed; however, they could be more structured to produce desired results. Lucas states that one should always establish a purpose with their questions (2005). This purpose motivates the participant to put forth the effort to give truthful answers and to give the questionnaire the appropriate time needed for quality responses.
Along the same lines, the participant motivation would be very low in regards to this particular survey. There is not enough purpose or direction present to encourage the participant to give revealing answers (Cooper & Schindler, 2011). There could be a much better way to structure the questionnaire that would allow it to produce quality responses in half the time. More...