1
Case Study 2
Case Study 2: NetConversions Influences Kelly Blue Book
Kolby Galloway
School of Business, Liberty University
, 2
Case Study 2
1) Develop the management-research question hierarchy through
investigative questions for this project.
The management-research question hierarchy is defined as the
“process of sequential question formulation that leads to a manager or
researcher from management dilemma to measurement questions”
(Schindler, 2022, p. 49). Within this process, the sequence of questions
formed are (1) management questions, (2) research questions, and (3)
investigative questions. To begin, the dilemma faced by management must
be restated in the form of a question. Kelly Blue Book’s (KBB) dilemma is the
urgent need to make their website as optimized as possible for users, since
they can no longer depend solely upon the sale of annual pricing books in
the internet age. Rather, they must harness the powerful revenue stream of
online advertisements, which will be reliant on users coming back to the site
again and again for their consumer automotive research. The management
question here is; What changes should be made to the website in order to
make it as convenient and satisfying as possible to the user without
sacrificing too much screen real estate for revenue-generating ads?
It can be hypothesized that, by streamlining the design of the KBB site,
shareholders can expect satisfactory gains from ad revenue while users can
enjoy a convenient and comfortable space to conduct consumer automotive
research on their own time. The looming question is how exactly to
determine what revisions should be made to the site. Luckily for KBB,
NetConversions has some solutions.
Case Study 2
Case Study 2: NetConversions Influences Kelly Blue Book
Kolby Galloway
School of Business, Liberty University
, 2
Case Study 2
1) Develop the management-research question hierarchy through
investigative questions for this project.
The management-research question hierarchy is defined as the
“process of sequential question formulation that leads to a manager or
researcher from management dilemma to measurement questions”
(Schindler, 2022, p. 49). Within this process, the sequence of questions
formed are (1) management questions, (2) research questions, and (3)
investigative questions. To begin, the dilemma faced by management must
be restated in the form of a question. Kelly Blue Book’s (KBB) dilemma is the
urgent need to make their website as optimized as possible for users, since
they can no longer depend solely upon the sale of annual pricing books in
the internet age. Rather, they must harness the powerful revenue stream of
online advertisements, which will be reliant on users coming back to the site
again and again for their consumer automotive research. The management
question here is; What changes should be made to the website in order to
make it as convenient and satisfying as possible to the user without
sacrificing too much screen real estate for revenue-generating ads?
It can be hypothesized that, by streamlining the design of the KBB site,
shareholders can expect satisfactory gains from ad revenue while users can
enjoy a convenient and comfortable space to conduct consumer automotive
research on their own time. The looming question is how exactly to
determine what revisions should be made to the site. Luckily for KBB,
NetConversions has some solutions.
