Business Research Application Paper

Business Research Application Paper

Student
RES/320
Date
Instructor

Business Research Application Paper

Abstract
The purpose of this paper is to provide a brief description of the role of research in the operation
of the company I work for, EL Nuevo Dia. The company created a distribution company called
Distribution Integrated Services (DIS) that distributes all the products of the company and other
companies as well. The different uses and applications for research within the company and its
products will also be discussed through this paper. I will provide my opinion on how the
company could improve their services by focusing on the future customers as in the opportunities
for personal and professional growth for their audience and the country as a whole.

Business Research Application Paper

Business Research Application Paper

El Nuevo Dia is an organization owned by the Ferrer family for the past sixty five years.
The newspaper was founded in 1909 under the name El Diario De Puerto Rico, changed to El
Dia in 1911, and then changed to EL Nuevo Dia in 1970. The company acquired the rights to
distribute other newspapers and even press them, making better use and taking advantages of
their resources and distribution system. In 2008, the company obtained the distribution of most
of the magazines available in the general market. These magazines included all the titles from the
communications giant Televisa, local publishers, and international publications from South
America and Spain, focusing their variety in Spanish written product. After working in the
newspaper distribution for two years, I accepted the job as a Magazines distributor when they
acquired the distribution from the Publications Agency Company.
Given the nature of the business, research plays an important part on their operation.
Research is the main resource for news publications in any format, but also to identify potential
customers, business, and markets they need make some kind of research. Mostly all the aspects
of this business depends in research, to apply new strategies, new graphic styles, and approaches
to their audience, they will use information created from data obtained from their customers one
way or another. Most companies rely on research using the data they obtain from customers and
even personalizing their experience with reward cards that not only give rewards for the
purchases done by the given customer. They also use the information about consumers buying
behaviors and make them offers on the articles they purchase the most.
A few decades ago, El Nuevo Dia used the telephone as a resource that provided direct
contact with their customers. Their representatives would call and ask if a newspaper was
delivered to the house, which one, feedback on service, make new offers, etc. If a customer

Business Research Application Paper

called them, they would take advantage of that contact and use it to make brief surveys and
offers. Today these companies rely mostly on their websites surveys and customers behaviors.
In terms of the content they use surveys and polls to determine the peoples opinion
towards politics and its candidates, public issues, and community issues in general. Last elections
were followed closely by their reporters and the people had access to a daily virtual election that
would provide an idea of the results. Another issue that El Nuevo Dias polls has helped clarify
the peoples views and opinions are the political status of the Island, its position towards death
penalty, drugs legalization, and government shrinkage among others. Fifty-one percent of Puerto
Ricans want to maintain the island's current relationship with the United States, according to poll
results published Tuesday in San Juan's El Nuevo Dia (Fox News Latino, 2012).
In the magazines department research is also an important element of the business. From
the research done by reporters for articles and general content to the research done to determine
the audiences trends and preferences. The role of research in the magazines business is a
principal one providing the main ingredient and ideas to find the best ways to distribute the final
product. Some of the articles are based on interviews that are a kind of research of a persons
knowledge or experiences. Other articles are based on actual research of information and
comparison as when they evaluate the improvements of the government or the economy state.
In the customer satisfaction area, the company use research for each department, the
newspaper and the magazines. They have three types of customers, retailers, consumers, and
sponsors or advertisers. Retailers are the companys direct customers, those that buy and have a
commercial agreement with them. Consumers are those who purchase products from retailers
and read the content. Advertisers are those who pay to advertise their products or services in the

Business Research Application Paper

publications. All these customers are part of different researches conducted with the intentions of
improve the attractiveness of the business and find ways to create business opportunities that
would create more income.
I believe that their position within the community puts them in apposition of power that is
being used wisely. However they should focus on the younger generation by providing a section
that would contain information that could be helpful for them in the education and careers area.
At some point the media will have to start showing the lower income future generations in terms
of business why it is better to invest a few years in college than a few years in crime and many
years in prison. It is my personal opinion that this topic should be taken as a business one,
because everyone that make wrong choices in relation to criminal activity is motivated by a need.
El Nuevo Dia has all the resources to conduct more research regarding opportunities for
education at all levels and to provide orientation on the careers opportunities available for
everyone.
In the past El Nuevo Dia has published many articles in relation to the youth but most of
them offer opinions from experts or a view from a writer. The point is to investigate and find the
true relation between the incomes generated in criminal activities versus the income generated by
a professional or a legit prepared businessman. The impact will be significant being most of the
people in jail for drug traffic high school graduates. A belief of the past was that after a GED we
would be able to work and get paid. The truth is that after working a few years at minimum
wage, some people prefer the risk of crime for the income; they should know that with a good
education that income can be paired and even improved for more time. Researchers should find a
way to organize all the data that they would find at most neighborhoods in the Island and at the

Business Research Application Paper

correctional facilities, compared them to the real career opportunities, and see how young people
could get the information. A project with this purpose would have a big impact in the way of
thinking of many young ones. Some adults could learn as well from these results that would
make everyone see college as a business investment and more professionals would come from
the lower income class.

Business Research Application Paper

References
Cooper, D. R., & Schindler, P. S. (2011). Business research methods (11th ed). Boston: McGrawHill Irwin.
NA. 2012. Most Puerto Ricans agree with current U.S. relationship. Retrieved on 06/23/2013
from http://latino.foxnews.com/latino/politics/2012/05/08/most-puerto-ricans-agree-withcurrent-us-relationship/#ixzz2XJ278spA