The Research Process

The Research Process The Broad Problem Area Preliminary Data Gathering Literature Survey Problem 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 existing • Areas requiring improvement • Conceptual issue that needs to be tightened • Researcher 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 expected Case 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 • 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Literature Survey “It is the documentation of a comprehensive review of the published and unpublished work from secondary sources of data in the areas of specific interest to the researcher.”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 idea • To make the problem statement precise • To ensure testability and replicability of the findings • To avoid “reinventing the wheel”

Conducting the Literature Survey • Identifying the relevant sources • Bibliographic databases • Abstract databases • Full-text databases • Extracting the Relevant Information • 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.htmlhttp://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%3Denhttp://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 As the old man prepares to get down, the son offers his hand for assistance. Standing at the railway platform with his family a man welcomes his father. 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. Respect yourself. MVO: "We value your self respect as much as your life. HDFC Standard Life Insurance. They watch proudly as the boy gets back on his feet.

An old man receives a plane ticket from his son which makes him emotional. 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. ... for his son. Happy with the thing the little boy had took it all over the village. 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.

Thank You

The Research Process