An analyst at Harrison, Young, Pesonen, and Newell, Inc. had developed the media plan for a discount long distance telephone carrier (Super-Tel) and was supervising its execution. At the start of week eight of the twelve-week direct response television campaign she was monitoring customer response data from the telemarketing contractor in order to judge the performance of the advertising plan, with the objective of making adjustments to improve the .....more

Good Night Ben was a high-end baby furniture store based in a medium-sized southwestern city in Ontario, Canada. The store's proprietor, was an early adopter of the worldwide web as a way to "get the word out" about his store and products. Through his own experimentation, he has discovered numerous tricks and techniques for using the WWW to better develop the reputation of his company. In particular, he has discovered that he can take .....more

Richard Ivey School of Business has a need for the creation of a database, to be used for managing information about students and their courses of study, in its Business PhD program. Information on students to date has been maintained in a mix of paper and computer-file systems. The program director would like to develop a database, using a facility such as Microsoft Access, to be used for this purpose. The case provides examples of the actual forms .....more