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.
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,
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
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.
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.