Preparing to Conduct Business Research: Part 1 Mediacom serves more than 1,500 communities throughout the United States (US), providing digital cable TV, high-speed Internet and phone service to its customers. Mediacom

Preparing to Conduct Business Research: Part 1

Mediacom serves more than 1,500 communities throughout the United States (US),

providing digital cable TV, high-speed Internet and phone service to its customers. Mediacom

promises to provide outstanding customer care, superior, and reliable services that customers

expect. Competition continues to grow and Mediacom has experienced a drop in subscribers,

and a research is needed to attract new customers, retain existing customers, and get back

customers they lost.

Research Questions

Some of the questions that have come up regarding the drop in subscribers begin with the

services that Mediacom offers.

what are customer demands or preferences for these types of services, how to expand availability

of services and how to bring back, retain, and gain new customers? In order for Mediacom to

resolve the issues of dropped subscribers, they must first identify the cause of subscribers

leaving. Mediacom must discover what customers demand, is it lower cost, more bundle service

options, or services without a contract that penalizes customers for discounting early; service

availability may also be an issue. Flexibility in services offered and expanding are possible

options that will satisfy diverse consumers.

Are there any identifiable issues with Mediacom’s services,

Hypotheses

The direction of the study is guided from the hypotheses. The cases that need to be

addressed to solve the current dilemma that Mediacom needs a solution for are customer

preference and service availability. Each case is assigned its appropriate variable(s) to form the

hypotheses. There are several hypotheses that can be generated from the research questions,

which are Mediacom’s services have difficulties, Mediacom’s customers prefer different types of

Preparing to Conduct Business Research

services, Mediacom’s customers prefer more services, Mediacom’s availability of service needs

to be expanded, Expanding service availability will bring back old customers, retain current

customers, and gain new customers. Adding or changing services to fit customer preferences

will bring back old customers, retain current customers, and gain new customers. These

hypotheses will help provide Mediacom with answers to their questions that will help solve their

dilemma.

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Variables

Mediacom provides many services such as digital cable TV, high-speed Internet

and phone service. There are many variables to consider depending on which service is being

provided for the customers. The equipment that the Mediacom provides for the services would

be a variable. Other variables to consider would consist of the types of customers such as home

owners/renters or businesses. Also old customers, new customers and current customers would

also be considered as variables. The outcome of the research would be based on all the different

types of variables that Mediacom endorse.

Ethical considerations

One of the ethical consideration Mediacom should take into account is who the decision affects

and to what degree. Another would be to maintain the highest level of business and professional

conduct and to comply with Federal, State and local laws, regulations and ordinances applicable

to the business practices and those of Mediacom. Mediacom would want to promote the trust

of the public for marketing and survey research activities and to avoid any procedure which

misrepresents the activities of a respondent, the rewards of the company or the uses of data.

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