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    Cases - Ba5202 Business Research Methods: Case Study: 1

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    Rajansha R Reni
    Ms. Cheritha, the advertising manager of Chemical Topics magazine, wants to collect more detailed data on the magazine's readership to provide to potential advertisers. In particular, she wants to determine the size of the magazine's "secondary" audience - those within subscriber organizations who also read the magazine but are not the direct subscribers. She also wants more detailed reader data like technical training, job level, etc. to help attract advertising dollars.

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    Cases - Ba5202 Business Research Methods: Case Study: 1

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    Rajansha R Reni
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    Ms. Cheritha, the advertising manager of Chemical Topics magazine, wants to collect more detailed data on the magazine's readership to provide to potential advertisers. In particular, she wants to determine the size of the magazine's "secondary" audience - those within subscriber organizations who also read the magazine but are not the direct subscribers. She also wants more detailed reader data like technical training, job level, etc. to help attract advertising dollars.

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    Ms. Cheritha, the advertising manager of Chemical Topics magazine, wants to collect more detailed data on the magazine's readership to provide to potential advertisers. In particular, she wants to determine the size of the magazine's "secondary" audience - those within subscriber organizations who also read the magazine but are not the direct subscribers. She also wants more detailed reader data like technical training, job level, etc. to help attract advertising dollars.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    2K views2 pages

    Cases - Ba5202 Business Research Methods: Case Study: 1

    Uploaded by

    Rajansha R Reni
    Ms. Cheritha, the advertising manager of Chemical Topics magazine, wants to collect more detailed data on the magazine's readership to provide to potential advertisers. In particular, she wants to determine the size of the magazine's "secondary" audience - those within subscriber organizations who also read the magazine but are not the direct subscribers. She also wants more detailed reader data like technical training, job level, etc. to help attract advertising dollars.

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    Cases - BA5202 BUSINESS RESEARCH METHODS

    Case study: 1
    Ms.Cheritha, as the advertising manager for chemical topics magazine, is charged with the
    responsibility for selling advertising space in the magazine. The magazine deals primarily with
    chemical processing technology and is distributed solely by subscription. Major advertisers in
    the magazine are the producers of chemical processing equipment since the magazine is
    primarily directed at engineers and other technical people concerned with the design of chemical
    processing units . Since the size and composition of the target audience for chemical topics are
    key concerns for prospective advertisers, Ms.Cheritha is interested in collecting more detailed
    data on leadership. While she presently has total circulation figures, she feels that these
    understate the potential exposure of an advertisement in chemical topics. In particular, she feels
    that for every subscriber to chemical topics, there are several others in the firm to whom
    chemical topics are routed for their perusal. She wishes to determine how large this ‘secondary’
    audience is and also wishes to develop more detailed data on readers such as degree of technical
    training, level in the administrative hierarchy, and so on, since feels that these details would be
    quite helpful in influencing potential clients to commit their advertising dollars to chemical
    topics.
    Questions:
    1 What kind of research design is in order to answer Ms.Cheritha’s question? Why? Outline the
    procedure you would follow in attacking these questions.
    Case study: 2
    A marketing manager wants an attractive packing for brand of toothpaste. The research advisor
    is suggesting a research using and experimental research design, the marketing manager wonders
    whether a research is required for this, and if so, is an experimental research design suitable for
    this purpose.
    Questions: (a) How would you advice the marketing manager?

    Case Study: 3
    A leading software services company has lived to as a researcher. The task before you is to
    assess the need for software products that will be accepted readily in the market. The company
    has not looked at software products and has no idea of the industry demand.
    Questions:
    (a) Prepare a research proposal to identify the industrial segment and the type of software
    products that the company can consider manufacturing. The proposal should include the research
    design, time line and limitations.
    Case Study: 4
    Ashok Leyland, a major manufacturer of Trucks and Buses, has decided to make a foray into
    small passenger transport vehicles. Their product development team has developed an MUV
    (Multi Utility Vehicle) with 7 seats and 8 seats configuration. They found that MUVs like
    Toyota Innova, GM Tavera and many more other models from Mahindra and Tata Motors are
    doing good business in India. The company outsourced the research to find out the market
    potential for MUV in India to Market Research Group (MRG). MRG conducted sample market
    studies in Salem in Tamilnadu and Gorakhpur in Uttar Pradesh. They submitted a market
    potential report to Ashok Leyland, which suggested that there is good potential in the market for
    MUV. Based on the research report, the company launched the MUV Stile with technological
    collaboration with Nissan India Ltd. This product is similar to Nissan Evalia. In May 2015
    Ashok Leyland took a decision to withdraw Stile due to weak sales.
    Questions:
    a) Was the research done by MRG scientific?
    b) What were the limitations in the research methodology?
    c) What could have been appropriate research method?

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