team might use to examine the current marketplace for resi- dential broadband services in a city such as Ashland. 2. What type of data collection techniques might the team employ? 3. In their suggestions and directions, the AMS managers have named a number of possible variables to study but offered no operational definitions for those variables. What types of pos- sible misunderstandings could arise if the team and managers do not first properly define each variable cited?

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CASES
Managing Ashland MultiComm Services
Ashland MultiComm Services (AMS) provides high-quality
telecommunications services in the Greater Ashland area. AMS
traces its roots to a small company that redistributed the broad-
cast television signals from nearby major metropolitan areas
but has evolved into a provider of a wide range of broadband
services for residential customers.
AMS offers subscription-based services for digital cable
television, local and long-distance telephone services, and
high-speed Internet access. Recently, AMS has faced compe-
tition from other service providers as well as Internet-based,
on-demand streaming services that have caused many customers
to "cut the cable" and drop their subscription to cable video
services.
CHAPTER
1
AMS management believes that a combination of increased
promotional expenditures, adjustment in subscription fees, and
improved customer service will allow AMS to successfully face
these challenges. To help determine the proper mix of strate-
gies to be taken, AMS management has decided to organize a
research team to undertake a study.
The managers suggest that the research team examine the
company's own historical data for number of subscribers, reve-
nues, and subscription renewal rates for the past few years. They
direct the team to examine year-to-date data as well because the
managers suspect that some of the changes they have seen have
been a relatively recent phenomena.
1. What type of data source would the company's own historical
data be? Identify other possible data sources that the research
Transcribed Image Text:CASES Managing Ashland MultiComm Services Ashland MultiComm Services (AMS) provides high-quality telecommunications services in the Greater Ashland area. AMS traces its roots to a small company that redistributed the broad- cast television signals from nearby major metropolitan areas but has evolved into a provider of a wide range of broadband services for residential customers. AMS offers subscription-based services for digital cable television, local and long-distance telephone services, and high-speed Internet access. Recently, AMS has faced compe- tition from other service providers as well as Internet-based, on-demand streaming services that have caused many customers to "cut the cable" and drop their subscription to cable video services. CHAPTER 1 AMS management believes that a combination of increased promotional expenditures, adjustment in subscription fees, and improved customer service will allow AMS to successfully face these challenges. To help determine the proper mix of strate- gies to be taken, AMS management has decided to organize a research team to undertake a study. The managers suggest that the research team examine the company's own historical data for number of subscribers, reve- nues, and subscription renewal rates for the past few years. They direct the team to examine year-to-date data as well because the managers suspect that some of the changes they have seen have been a relatively recent phenomena. 1. What type of data source would the company's own historical data be? Identify other possible data sources that the research
team might use to examine the current marketplace for resi-
dential broadband services in a city such as Ashland.
2. What type of data collection techniques might the team
employ?
3. In their suggestions and directions, the AMS managers have
named a number of possible variables to study but offered no
operational definitions for those variables. What types of pos-
sible misunderstandings could arise if the team and managers
do not first properly define each variable cited?
Transcribed Image Text:team might use to examine the current marketplace for resi- dential broadband services in a city such as Ashland. 2. What type of data collection techniques might the team employ? 3. In their suggestions and directions, the AMS managers have named a number of possible variables to study but offered no operational definitions for those variables. What types of pos- sible misunderstandings could arise if the team and managers do not first properly define each variable cited?
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