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Media Sales Management and New Product Innovation: An Exploratory Study
Unformatted Document Text:  MEDIA SALES AND INNOVATION 5 salesperson’s intention and ability to sell the product. One of the most powerful aspects of this type of product is that it will give the salesperson more time to spend with his or her customers. This provides the salesperson with an opportunity to build the relationship with that customer and perhaps even sell them an additional product or service (Fu, Jones, & Bolander 2008). Method Using a stratified purposeful sampling technique, depth interviews were arranged with managers of Big 4 affiliated and independent stations from four different television designated market areas (D.M.A.s) located in the Southeastern United States. A D.M.A. is a geographic region in which various residents receive local television channels from the same (or similar) television stations (see Appendix A). The stratified sampling technique is ideal for this study in that its aim is to illustrate characteristics of particular subgroups of interest, in this case the four different groupings based on size, and then to make comparisons between each of the groupings. The D.M.A.s varied in size, and they included one from a 1-25 sized D.M.A., one from a 26-75 sized D.M.A., one from a 76-125 sized D.M.A., and one from a 126+ sized D.M.A. These sizes were chosen because the dynamics of these market sizes would provide for the widest diversity of market characteristics and competitive situations. The stations represented varied in size from 25 employees on the low end to 150-175 on the high end. After gathering contact information online, the primary investigator telephoned each Big 4 affiliate station in each market to speak with the general manager but in two cases the researcher was referred to a manager in another department as most knowledgeable regarding digital broadcasting. Subsequently, an introductory letter was mailed out that described the details of the study. For this study, nine television executives representing eight commercial television stations were interviewed using a semi-structured design, seven in person and two by phone, over the course of approximately two months. These nine television executives are described in Table 1. According to Hollifield and Coffey

Authors: Holmes, Todd.
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MEDIA SALES AND INNOVATION  
 5
salesperson’s intention and ability to sell the product.  One of the most powerful aspects of this type of 
product is that it will give the salesperson more time to spend with his or her customers.  This provides 
the salesperson with an opportunity to build the relationship with that customer and perhaps even sell 
them an additional product or service (Fu, Jones, & Bolander 2008).     
Method
Using a stratified purposeful sampling technique, depth interviews were arranged with managers 
of Big 4 affiliated and independent stations from four different television designated market areas 
(D.M.A.s) located in the Southeastern United States.  A D.M.A. is a geographic region in which various 
residents receive local television channels from the same (or similar) television stations (see Appendix 
A).  The stratified sampling technique is ideal for this study in that its aim is to illustrate characteristics 
of particular subgroups of interest, in this case the four different groupings based on size, and then to 
make comparisons between each of the groupings.  The D.M.A.s varied in size, and they included one 
from a 1-25 sized D.M.A., one from a 26-75 sized D.M.A., one from a 76-125 sized D.M.A., and one 
from a 126+ sized D.M.A.   These sizes were chosen because the dynamics of these market sizes would 
provide for the widest diversity of market characteristics and competitive situations.  The stations 
represented varied in size from 25 employees on the low end to 150-175 on the high end.      
After gathering contact information online, the primary investigator telephoned each Big 4 
affiliate station in each market to speak with the general manager but in two cases the researcher was 
referred to a manager in another department as most knowledgeable regarding digital broadcasting. 
Subsequently, an introductory letter was mailed out that described the details of the study.  For this 
study, nine television executives representing eight commercial television stations were interviewed 
using a semi-structured design, seven in person and two by phone, over the course of approximately two 
months.  These nine television executives are described in Table 1.  According to Hollifield and Coffey 


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