Below is Exhibit 5-1
New York Media from the U.S. New York database. The survey sample was constructed using stratified disproportionate random sampling with subscribers considered as belonging to one of 42 cells (seven industry groups by six job titles). A total of 710 completed questionnaires were received, with 676 of the respondents indicating that they were purchase decision makers for their organization. New York analyzed only the answers of these 676 buyers. Data were analyzed by weighting responses in each cell by their percentage makeup in the overall population. The overall margin of error for the survey was 4 percent at the 95 percent level of confidence. In-depth follow-up telephone interviews were conducted with 40 respondents, to gain a deeper understanding of their behaviour and attitudes. Almost every respondent (97.7 percent) had contacted at least one advertiser during the past year. Newer methods of making inquiriesWeb visits, fax-on-demand, or e- mailwere used by half (49.1 percent) of the buyers surveyed. But a look ahead shows the true impact of information technology. Within the next five years, 73.7 percent expect to respond to more ads by sending e-mail to the company. In addition, 72.2 percent anticipate visiting an advertiser's website, and 60 percent expect to increase their use of fax-on- demand. Three out of five purchasing decision makers have access to the Internet, and 74.3 percent of those without Internet service expect to have it within the next five years. Seven of 10 (72.4 percent) respondents plan to use the Internet to research potential suppliers, products, or services during the next five years, compared to 33.1 pecent using it for that purpose during the past year. Findings revealed that the need for fast response and the need for information on product availability and delivery are influenced by the following: 1 Time pressures created by downsizing of the work force and de- mands for greater productivity. 2 The fast pace of doing business. 3 Cost considerations. Behaviour varied depending on immediacy of purpose. When buyers have an immediate need for a product or service, telephone contact is the inquiry method of choice. Of the respondents, 79.5 percent reported that they had called a toll-free number in the past year for an immediate need, while 66.1 percent had called a local number, and 64.7 percent had called a long-distance number. When the need for a product or service is not immediate, buyers are more likely to use the mail. Among respondents, 71.4 percent reported they had mailed a reader service card in the past year for a nonimmediate need, and 69.3 percent had mailed a business-reply card to an advertiser. A new paradigm is emerging for industrial purchasing, concludes Short. Buyers are working in real time. They want information more quickly and they want more information." >Tasks To Complete 1 Apply the management-research question hierarchy (up to Step 3) to the case. Comment, criticize, and offer suggestions to improve the hierarchy. 2 What ethical responsibilities are relevant to the research process in this study? 3 Develop the research design for this case - this should flow from your investigative questions. Incorporate the various Data Collection Design elements from Chapter 4 and discuss the Sampling Design (Exhibit 5-1). Incorporate and critique known information from the case itself then enhance it with your development/ recommendation of any parts that are missing, providing explanations and rationale for your choices. Business Research Methods, 13e/Schindler 2 Investigative Questions Sampling Design Define Target Population & Case Define Population Parameters Define Number of Cases Choose Sample Choose Census Define & Evaluate Sample Frames Identify Existing Sample Frames Evaluate Existing Sample Frames HO Accept Reject Define Sampling Method Select Sample Frames Modify or Construct Sample Frames Nonprobability Probability Define Selection & Recruiting Protocols Draw Cases New York Media from the U.S. New York database. The survey sample was constructed using stratified disproportionate random sampling with subscribers considered as belonging to one of 42 cells (seven industry groups by six job titles). A total of 710 completed questionnaires were received, with 676 of the respondents indicating that they were purchase decision makers for their organization. New York analyzed only the answers of these 676 buyers. Data were analyzed by weighting responses in each cell by their percentage makeup in the overall population. The overall margin of error for the survey was 4 percent at the 95 percent level of confidence. In-depth follow-up telephone interviews were conducted with 40 respondents, to gain a deeper understanding of their behaviour and attitudes. Almost every respondent (97.7 percent) had contacted at least one advertiser during the past year. Newer methods of making inquiriesWeb visits, fax-on-demand, or e- mailwere used by half (49.1 percent) of the buyers surveyed. But a look ahead shows the true impact of information technology. Within the next five years, 73.7 percent expect to respond to more ads by sending e-mail to the company. In addition, 72.2 percent anticipate visiting an advertiser's website, and 60 percent expect to increase their use of fax-on- demand. Three out of five purchasing decision makers have access to the Internet, and 74.3 percent of those without Internet service expect to have it within the next five years. Seven of 10 (72.4 percent) respondents plan to use the Internet to research potential suppliers, products, or services during the next five years, compared to 33.1 pecent using it for that purpose during the past year. Findings revealed that the need for fast response and the need for information on product availability and delivery are influenced by the following: 1 Time pressures created by downsizing of the work force and de- mands for greater productivity. 2 The fast pace of doing business. 3 Cost considerations. Behaviour varied depending on immediacy of purpose. When buyers have an immediate need for a product or service, telephone contact is the inquiry method of choice. Of the respondents, 79.5 percent reported that they had called a toll-free number in the past year for an immediate need, while 66.1 percent had called a local number, and 64.7 percent had called a long-distance number. When the need for a product or service is not immediate, buyers are more likely to use the mail. Among respondents, 71.4 percent reported they had mailed a reader service card in the past year for a nonimmediate need, and 69.3 percent had mailed a business-reply card to an advertiser. A new paradigm is emerging for industrial purchasing, concludes Short. Buyers are working in real time. They want information more quickly and they want more information." >Tasks To Complete 1 Apply the management-research question hierarchy (up to Step 3) to the case. Comment, criticize, and offer suggestions to improve the hierarchy. 2 What ethical responsibilities are relevant to the research process in this study? 3 Develop the research design for this case - this should flow from your investigative questions. Incorporate the various Data Collection Design elements from Chapter 4 and discuss the Sampling Design (Exhibit 5-1). Incorporate and critique known information from the case itself then enhance it with your development/ recommendation of any parts that are missing, providing explanations and rationale for your choices. Business Research Methods, 13e/Schindler 2 Investigative Questions Sampling Design Define Target Population & Case Define Population Parameters Define Number of Cases Choose Sample Choose Census Define & Evaluate Sample Frames Identify Existing Sample Frames Evaluate Existing Sample Frames HO Accept Reject Define Sampling Method Select Sample Frames Modify or Construct Sample Frames Nonprobability Probability Define Selection & Recruiting Protocols Draw Cases
