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BUSI 600 Liberty University Case Study 2 net conversions influences kelly blue book 2024 £15.32   Add to cart
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BUSI 600 Liberty University Case Study 2 net conversions influences kelly blue book 2024
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BUSI 600 Liberty University Case Study 2 net conversions influences kelly blue book 2024

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  • December 9, 2024
  • 6
  • 2024/2025
  • Case
  • None
  • A+

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  • busi 600 liberty university case study 2
  • case study 2 net conversions influences kelly blue

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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.

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