Chong, Annie Michelle
SPMETRES – S63
Assignment for Session 5
Page 123 No. 6
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.
1. Management dilemma
Expand the advertising revenue of the magazine using the shoe manufacturers as advertisers.
2. Management question
Are the current or potential sales of the men’s shoe wear in men’s clothing stores big enough to represent an advertising opportunity in the magazine?
3. Investigative questions
· Are the men’s clothing stores able to serve as important outlets for the men’s shoes?
· Are the men’s shoes important to the men’s clothing stores?
· Do the men’s shoes provide a profitable sales source?
Page 124 no. 12
Develop the management-research question hierarchy (exhibits 5-6 and 5-8) citing management dilemma, management question, and research question(s), for each of the following:
a) the president of a home health care services firm,
1. Management dilemma
There is an increase in customer dissatisfaction in the services given.
2. Management question
What can be done to satisfy the patients/customers with the services given?
3. Investigative questions
- Is the quality of the services given poor?
- What are the measures that can be implemented to gain more customer confidence?
- Which part of the services do the patients find dissatisfied?
b) the Vice President of investor relations for an auto manufacturer
1. Management dilemma
The auto manufacturer is in need of source of funds for expansion
2. Management question
Should the company consider find more investors to fund the expansion project or borrow funds from the bank?
3. Investigative questions
- What are the possible sources of funds to fund the expansion?
- Who among the existing investors of the firm are willing to further invest?
- Are there any new or potential investors that have expressed interest in the project?
- How much is need for the expansion?
- What are the current interest rates offered by the banks?
- Would the company be capable to pay the interests and the principal amount based on the terms of the bank?
c) the retail advertising manager of a major metropolitan newspaper
1. Management dilemma
There is a need to increase the advertising revenues to match with the increasing costs and expenses of the newspaper.
2. Management question
Should the advertising rates be increased?
3. Investigative questions
- What are the current market rates for advertisements in the newspaper industry?
- How large is the current reader base of the newpaper?
- How much are the current cost and expenses incurred by the newspaper?
- Would the current advertising clients stay even with the price increase?
d) the chief of police in a major city
1. Management dilemma
There is a need of police visibility in the certain areas in the city 24 hours for safety purposes of the citizens.
4. Management question
What areas or part of the city requires police visibility at all times?
5. Investigative questions
- Which areas of the city have a higher crime rate?
- What are the places that have been considered dangerous by the citizen?
- Is there enough manpower in the city police department?
- What are the measures that can be in place to ensure the safety of the place?