CardioGood Fitness 63 CASES FOR CHAPTER 1 Managing Ashland Multi Comm Services A
ID: 3175609 • Letter: C
Question
CardioGood Fitness 63 CASES FOR CHAPTER 1 Managing Ashland Multi Comm Services Ashland Multi Comm Services (AMS) provides high a team of research specialists to examine the current status quality communications n in the Greater Ashland of the business and the marketplace in which it competes. area. AMS traces its roots to Ashland The managers suggest that the research team examin Television (ACATV), a small company that redistributed the company's own historical data for number of subscrib- the broadcast television signals from nearby major metro- ers, revenues, and subscription renewal rates for the past few tan areas but has evolved into a provider of a wide range years. They direct the team to examine year-to-date data as well, as the managers suspect that some of the changes t of broadband services for residential customers. AMs offers subscription-based services for digital ca have seen have been a relatively recent phenomena. ble video programming. local and long-distance telephone 1. What type of d source would the company's own histori services, and high-speed Internet access. Recently. AMS cal data be? Identify other possible data sources that the re has faced competition from other network providers that search team might use to examine the cument marketplace have expanded into the Ashland area. AMS has also seen for residential broadband services. in a city such as Ashland decreases in the number of new digital cable installations 2. What type of data collection techniques might the team and the rate of digital cable renewals AMS management believes that a combination of in- employ creased promotional expenditures, adjustment in subscrip- 3. In their suggestions and directions, the AMS managers tion fees, and improved customer service will allow AMS to have named a number of possible variables to study. but uccessfully face the competition from other network pro- offered no operational definitions (see Section LGS viders. However, AMS management worries about the pos- for those variables. What types of possible misunde sible effects that new Internet-based methods of program standings could arise if the team and managers do not delivery may have had on their digital cable business. They first properly define each variable cited? decide that they need to conduct some research and organize Cardio Good FitnessExplanation / Answer
1. Company's own historical data comprises secondary data source, which comprised detailed past records of the customers and is easily available. The company might conduct a survey of its' customers to have a better view of the current market place.
2. The team might employ stratified random sampling, where, it can categorize its' customers on few strata based on profile of use of broadband or based on subscription fee. Then take random samples from each stratum. This type of data collectin technique would help in generating random samples of customers which can further be used for the study.
3. In case the variables are not explicitly defined, no measure of central tendency and dispersion can be obtained using those variables. Further no test for statistical signifcance can be done.