The Research Process

The Broad Problem AreaPreliminary Data Gathering

Literature SurveyProblem Definition

Dr. K.V. Kannan M.B.A., M.F.T., Ph.D. Senior Faculty, KSRBS, T’gode.

Broad Problem Area

“It refers to the entire situation where one sees a possible need for research

and problem solving.”

Issues need to be researched

Problems currently existingAreas requiring improvementConceptual issue that needs to be

tightenedResearcher wanting to answer

empirically

Examples of broad problem areas

Training programmes are perhaps not as effective as anticipated

The sales volume of a product is not picking up. Hamam Nalungumavu, 3 Roses Natural/Mind Sharp

The introduction of flexible work hours has created more problems than expectedCase of Netscafe Vs Mid Indian IT – Cos.

Minority group members in organisation are not advancing in their career

Preliminary Data Collection

Unstructured interviews, structured interviews and library research would

help the researcher to define the problem more specifically and evolve a

theory.

The nature of information needed by the researcher

1. Background information: The origin and history of the company

Infy and Hotmail Size of employees and assets

Mind Tree and Infy Purpose

Profit Vs Wealth Maximisation Location

Why Chennai for Nokia and B’lore for IT Cos. Resources: 5 Ms Relationship with other institutions Financial position: Case of India Cements

The nature of information needed by the researcher

2. Information on Structural Factors and Management Philosophy

Roles and positions of employees at each job level [Structures]

Extent of specialization [Must]Communication channels [Free flow]Reward systems [UB group]

The nature of information needed by the researcher

3. Perceptions, Attitudes, and Behavioural Responses

Nature of Work [Physical/Mental]Superior-subordinate relationship

[Polaris/Pvt.Banks]Participation in decision making

[Tata Steel/Motors]Co-workers [Relationship]Opportunities for advancement [Keane/Caritor]Company’s involvement with community and

social groups [Infy and Melinda Gates Foundation – Warren Buffet’s Contribution, Project Sakthi of HUL]

http://www.infosys.com/infosys_foundation/index.htm#

Literature Survey

“It is the documentation of a comprehensive review of the published and unpublished work from secondary sources of data in the areas of specific

interest to the researcher.”

Reasons for the Literature Survey

To ensure that no important variable that have had an impact on the problem is ignored

To get clearer ideaTo make the problem statement preciseTo ensure testability and replicability of

the findings To avoid “reinventing the wheel”

Conducting the Literature Survey

1. Identifying the relevant sources Bibliographic databases Abstract databases Full-text databases

2. Extracting the Relevant Information

3. Writing up the Literature Review

Problem Definition / Statement

“It is a clear and precise statement of the question or issue that is to be

investigated with the goal of finding an answer or solution.”

Examples of Well-Defined Problems

How has the new packaging affected the sales of the product [Example: Lesancy – Transparent Vs Junior Horlicks] [Also Milo]

Has the new advertising message resulted in enhanced recall? [HDFC St. Life Ins., 1234 Ujala]

How do price and quality rate on consumers’ evaluation of products? [Amway’s Persona]http://indianbrands.blogspot.com/2008/05/amway-india-commercial.html

What are the effects of downsizing on the long-range growth patterns of companies? [American Airlines to cut 1,500 jobs in it’s maintenance division]

Does expansion of international operations result in an enhancement of the firm’s image and value? [MTR, Regional Sweet Shops, etc.]

http://indianbrands.blogspot.com/2008/05/amway-india-commercial.html

Comparison of Rin Advanced, Ujala – TVC with that of Ujala 4 drops per litre

http://www.pinkvilla.com/node/26444

http://images.google.co.in/imgres?imgurl=http://www.ogilvyindia.com/images/work/hutch_network_out.jpg&imgrefurl=http://www.ogilvyindia.com/work/hutch_cam1_pic2.asp&h=227&w=444&sz=14&hl=en&start=6&tbnid=nZpBi1TkkfIYBM:&tbnh=65&tbnw=127&prev=/images%3Fq%3DHutch%2B%252B%2BDog%26gbv%3D2%26hl%3Den

Wherever you go our network follows

HDFC

Standing at the railway platform with his family a man welcomes his father.

As the old man prepares to get down, the son offers his hand for assistance.

But the father frowns back at him and proudly steps down on his own.

But the proud man is repulsed by his wife as he offers to help her get down.

HDFC

Laughing as they proceed ahead, the young grandchild suddenly falls down.

The grandfather is about to rush to his help when the father stops him.

They watch proudly as the boy gets back on his feet.

MVO: "We value your self respect as much as your life. HDFC Standard Life Insurance.

Respect yourself.

An old man receives a plane ticket from his son which makes him emotional.

... for his son. Happy with the thing the little boy had took it all over the village.

Going back to the old days, he thinks of the time when he had made a toy plane...

Cut to the present where villagers admire his now grown-up son and see him off.

Cont..

Reaching the airport with his only bag, he is taken care off well by the staff.

An official checks his bag and smiles affectionately to him on finding a toy plane.

He Flies The ad ends on the logo: Air Deccan. Simplify.