Penton Media is a publisher of several business trade magazines, and their research department is studying the long-term viability of the reader service card within its publications (Cooper & Schindler, 2014). This card is an advertisement card used for readers to request product or service information, and potentially could be generating fewer leads than in the past (Cooper & Schindler, 2014). The research division of Penton Media conducted a meticulous research with many diverse readers through various diverse forms of communication. Penton Media is now faced with the challenge on determining if this reader service card will sustain ad be beneficial in the future.
The survey is not clear and is perplexing. Questions should be directive and closed ended. In this survey the questions asked are not directive questions, but moderately open ended questions that would discourage a user from completing the survey. When the questions are not specific it would give feedback that is not what key decision makers are seeking. The wording of the questions is equally adequate for the responses needed; but, they could be more designed to yield desired results. This method could motivates users to not only complete the survey, but also provide honest and reliable feedback.
There is not enough purpose or direction present to encourage the participant to give revealing answers (Cooper & Schindler, 2014). Having a more direct, concise, and structured questionnaire would not only get the feedback that is warranted, increase participation, but more time could be used to reevaluate the response that are received. This survey was not designed properly to accomplish the specified objectives.
Coding involves assigning numbers or other symbols to the questionnaire for the purpose of grouping the data (Cooper & Schindler, 2014). For each question the researcher must assign numbers to each response available in order to code the data correctly. A code sheet will allow an SPSS system to quickly find the frequency, percent, valid percent, and cumulative percent of each response. The detail of the code sheet will produce detailed SPSS results which will allow the researcher to clearly interpret the data.