Standard Media Plan

1. Standard Media Plan Case Study

2. 1. Given the formal definition of the word problem presented in the chapter, what is the problem faced by Bob Smith? Is the problem well-structured or ill-structured? • The most important problem that Bob met was the removal of the survey. • In November his assistant erased questions. The person who removed all questions was a longtime friend. Maybe he did not have the skills to do this job. • In addition they had budget problems and did not have enough time to recruit a new seller to redo the questionnaire to deploy in all desired cities. Suddenly they could not pass the questionnaire in 15 cities but only 3. • To conclude, the survey is not representative of the population. • Basically, it was already done wrong because they wanted to deploy the number of questionnaires initially prévut in 15 cities, they exceeded their budget.. The problem is ill-structured because they can not start their study again, hence, the results are skewed and the relationship with the company may be affected.

3. 2. What are some of the bounds or limits on rationality that affect attempts to solve the problem Bob faces? What would a satisfying solution be? • Basically, it was already done wrong because they wanted to deploy the number of questionnaires initially planned in 15 cities, they exceeded their budget. So the first limit was the budget for the survey. • Another limits for Bob is the problem of timing. He doesn’t have the time to restart the survey. Bob is torn between two choices: they make a poorly designed studies on time as agreed with their client or they require additional time to redo the study. In both cases, the main concern is to retain bob new client. • They should contact the company and be honest with them to find the right solution. That would be a satisfying solution for both.

4. 3. Bob suffering from too little information or too much? Defend your answer. • Bob suffering from too little information because • He doesn’t know how to evaluate the population: does he make a proportional number questionnaire to the size of the survey cities or not? • They just know the media habits, the habits of the hair spray user, but it is not enough because the customers want to know the such product attributes as oiliness, stickiness, masculinity and fragrance. • To conclud, some information are missing for a complet study. We have only one part (media habits) and it’s not enough.

5. 4. How has Bob framed his problem? What would be an alternative frame? • Bob doesn’t have frame his problem, he instead diverted. He asked to Marjorie Glass, a consultant who knows and control the subject. The subject is mastered. • For example, the frame is not efficient because they prepare the result the Monday morning for an official presentation the afternoon. He did some report every month and it’s not enough for this type of study. • An alternative frame could be some team spirit, feedback, a best organization.

6. 5 . Does the case contain any elements of groupthink or escalation of commitment? Please explain • With this conversation with Marjorie, we can see that Bob has the confidence of the other people who works with him. Marjorie want to help Bob’s company because she knows the market. In this case it’s ok because he has relationship with the foreign people. • They work in team but there is no communication and no feedback.

7. 6. Discuss how confirmation bias and the anchoring effect pertain to Bob’s concern about Barry Michaels’ interest that the marketing proposal fit the initial recommendation to the client. • Bob was influenced by Barry. • Barry wants the work to be made in time, no matter there are problems. He wanted the initial request is made in a timely manner, even if the information is biased. He wants to build a long term relationship with L & H. • On the other hand, would rather be honest bob. However, it has the resolve to listen to his boss and making false study.

8. 7. Are their ethical issues in this case? • There must be a relationship of trust between the two sides and that it is not respected in this case. It is based on a lack of honesty and lies. • They have a responsibility on the methods used. You have to be very on target, otherwise there may be risks being sent to court.

9. 8. Whatshould Bob do? • Decision makers should avoid overarching universal frames (corporate culture gone wild). While it is a good idea to “put customers first”, we do not want to frame every problem as a customer service problem.