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CHAPTER: 1
RESEARCH

1.1. DEFINE RESEARCH:

A broad definition of research is given by Martyn Shuttleworth - "In the broadest sense of
the word, the definition of research includes any gathering of data, information and facts
for the advancement of knowledge."
Another definition of research is given by Creswell who states that - "Research is a
process of steps used to collect and analyze information to increase our understanding of
a topic or issue". It consists of three steps: Pose a question, collect data to answer the
question, and present an answer to the question.
V. Clover AND H. Balsley define Research is the process of systematically obtaining
accurate answers to significant and pertinent questions by the use of scientific method for
gathering and interpreting information.
1.2 NATURE AND CHARACTERISTICS OF RESEARCH:
1. Scientific Method:
Scientific research in any field of knowledge cannot be conducted in a haphazard manner.
Scientific research cannot be merely based on ones beliefs and imagination. To get the
best possible research results, the researcher needs to adopt the scientific method of
inquiry or investigation. Research uses specific method to find facts or to provide
solutions to specific problems. The researcher needs to follow a systematic procedure to
conduct research. There is a set of procedures that have been tested over a period of time
and are thus suitable to use in research. This means each step in the research procedure
must follow the other.

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2. Objective and Logical:
The scientific research is objective and logical in nature. Research is based on valid
procedures and principles. There is a need to collect relevant, accurate and objective data
to investigate into the research problem. Researchers need to make every possible effort
to avoid bias in data collection. After collection of objective data, the researcher needs to
systematically process the data; the researcher needs to systematically process the data,
analyse and interpret it, and arrive at logical conclusions. Wherever required, the
researcher needs to systematically verify the findings and conclusions.
3. Applied and Basic Research:
Applied research is designed to solve practical problems of the modern world, rather than
to acquire knowledge for knowledges sake. The goal of applied research is to improve
the human condition. It is generally used to solve a particular problem. For instance, a
social research can be conducted to study the problem of unemployment in rural areas,
and based on the research findings; appropriate measures can be taken by Government
authorizes to reduce the problem of unemployment.
Basic or fundamental research is driven by a scientists curiosity or interest in a scientific
question. The main goal of basic research is to expand mans knowledge. There is no
obvious commercial value to the discoveries that result from basic research. For instance,
basic research can be undertaken to study the origin of the universe. Basic research lays
down the foundation for the applied science that follows.
4. Empirical Nature of Research:
Research can be based on direct experience or observation by the research. Empirical
research is undertaken to study certain situations or events based on experiments,
observation and surveys. In empirical research, the researcher develops a hypothesis and
then collects data to prove it or to disprove it.

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5. Generalisation:
Research findings can be applied to larger population. A researcher can conduct a
research on a sample selection must be done systematically so that it properly represents
the whole population or the universe. The research findings based on sample population
can then be generalized and applied to the whole population or the universe. Therefore,
generalisation takes place when research findings based on sample responses are applied
to whole population.
6. Controlled Nature of Basic Research:
In real life experience there are many factors that affect an outcome. A single event is
often the result of several factors. When similar event is often the result of several factors.
When similar event is tested in research, due to the broader nature of factors, some
factors are taken as controlled factors while others are tested for possible effect. In pure
sciences it is very easy to control certain factors because lab experiments are conducted.
However, it is difficult to perform controlled laboratory experiments in the case of social
science research, although to a limited extent laboratory experiments are possible in
social sciences as well.
7. Development of Principles and Theories:
A systematic research helps to develop new principles and theories. Such principles and
theories can be useful to several organizations to manage and deal with people and things
in a better way. The general laws or theories developed through research may enable us to
make reliable predictions of events, which have not yet occurred.
8. Multipurpose Activity:
Research is multipurpose activity. It helps to discover new facts or verify old facts. It
helps not only to predict future events, but also may help to control such events. It
establishes causal relationship between variables. It also helps to develop new scientific
tools, concepts and theories, which would facilitate reliable and valid study of human
behavior and other aspects.

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9. Manipulation of Concepts:
The researcher tries to manipulate things, or concepts. The manipulation or purposeful
control of things, or concepts is done with a definite purpose so as to arrive at statements
of generality. D. Slesinger and M. Stephenson in The Encyclopedia of Social Sciences
define research as the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in
construction of theory or in the practice of an art. For instance, a researcher may
manipulate the environment in a workplace such as lighting, or layout or seating
arrangement to find out its impact on the productivity of the employees.
10. Quantitative and Qualitative Research:
Research undertaken to measure quantity or amount is called as quantitative research. For
instance, research undertaken to find out the number of unemployed graduates or the
number of unemployed in general. On the other hand, research, which is undertaken to
find out the quality of a particular situation or phenomenon, is called as qualitative
research. For instance, a research undertaken to find out the reasons as to why employees
remain absent from work, or why people behave in certain manner. The motivational
research is an important type of qualitative research. Qualitative research is especially
important in the behavioral sciences where the main aim is to find out the underlying
motives of human behavior.

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1.3 EXPLAIN THE NEEDS AND IMPORTANCE OF RESEARCH
Business organizations can gain significantly with the help of research. The research and
development to develop new products, improve the design and quality of existing ones,
and to reduce costs. The marketing research helps to solve marketing problems relating to
price, promotion, physical distribution, packaging, positioning, and so on.
The need and importance of research is stated as follows:
1. Product Development:
Through marketing research, a business firm can identify the customer requirements, and
therefore, it is possible to design new models or to modify existing products to satisfy the
customers. For instance, through marketing research, a car manufacturing company may
find out that the customers look for features, after-sale-sale service, re-sale value, right
price, fuel efficiency, and so on. Accordingly, the product will be designed and marketed.
Also, with the help of research and development, the car company would make every
possible effort to develop the car with the best possible features at the right process
depending upon the target customers.
2. Reduction in costs:
Research in business helps a firm to reduce costs. The research may indicate the reads
where high costs are involved. It may be possible for the firm to cut down the cists in
certain areas. Therefore, cost reduction will improve the overall efficiency of the
organization, i.e., the organization will be in a position to achieve higher returns at lower
cost.
3. Marketing Mix Decisions:
Marketing research enables a firm to arrive at sound marketing-mix decisions with
respect to product, price, promotion, and physical distribution.
(a)Product Decision: As mentioned earlier, marketing research enables a firm to design
the right product satisfy customer requirements.

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(b) Pricing Decisions: Marketing research enables a firm to analyse competitors pricing,
price sensitiveness, etc. and accordingly, the firm can fix the right prices.
(c)Promotion-mix Decisions: Marketing research may enable a firm to adopt effective
promotion-mix. If promotion-mix research is not conducted, the firm may give more
emphasis on certain elements of promotion-mix, thereby, ignoring the other elements.
(d) Place Decisions: Marketing research may also enable the firm to take appropriate
place decisions, with reference to area of distribution, channel selection, incentives to
channel intermediaries, etc.
4. Customer Relationships:
Marketing research may help the firm to develop good relations with its customers,
especially, the priority customers. Research can help the firm to collect valuable inputs
about the priority customers. Based on the inputs, the firm can adopt various customer
relationship techniques such as package of loyalty incentives, one-to-one marketing,
effective after-sale-service, incentives for customer suggestions, etc.
5. Dealer Relationships:
Nowadays, dealer relationships are vital for the survival and success of a business
organization. Marketing research enables a business firm to main good relationship with
dealers. Through research, the firm can get feedback from the dealers regarding their
expectations. Accordingly, the firm may take appropriate decisions relating to dealers
compensation and incentives so as to maintain good relationship.
6. Modifies Social Behavior:
Social research studies social behavior. Almost all our social problems could be attributed
to certain social behavior of the members of the society. Social research collects relevant
data on social behavior, analyses it and recommendations are listed. Based on the
recommendations of social researchers, steps can be taken by the concerned authorities to
modify the societal behavior. For instance, the social researchers can study the causes and
effects of corruption in the society. One of the reasons for corruption could be the greed
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for money and power, and secondly certain members of society continue to be corrupt on
account of lack of strict laws to curtail corruption. The researchers may suggest the
modalities of strict punishment to corrupt persons including life imprisonment.
7. Development of Methodology:
Development of methodology to deal with social issues is one of the contributions of
social research. For instance, organizations face the problem of executive stress, lack of
concern for ethics, poor leadership styles, employee absenteeism and turnover, etc. To
overcome such problems, certain methodology needs to be developed. Social research
enables the organizations to develop appropriate methodology to study, analyse, and to
take suitable action to overcome the problems.
With reference o the above contest, the methodology would involve the following steps:

Identification of the problem

Preparation of research design
Designing a questionnaire
Collection of data
Processing of data
Analysis and interpretation of data
Recommendations
Reporting to higher authorities for suitable action.

8. Social Development:
Social research contributes to societal development. Social development can be measured
in terms of literacy, life expectancy, and other social development indicators. Research
can be undertaken to improve social development standards of the society. For instance,
social research can be conducted to improve literacy in a particular state. The researchers
may study the measures adopted by highly literate states, and accordingly make
recommendations to use such measures (with modifications to suit local conditions) so as
to improve the literacy rate in low literacy states. Also, research can be undertaken to
enhance life expectancy in certain States or cities. For instance, the life expectancy in the
Mumbai city is about 5l7 years according to one study conducted in 2009. Experts say the
reason for Mumbai faring poorly on the life expectancy parameter is because around 60%
of the citys population lives in slums in unhygienic conditions. Other reasons for lower
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life expectancy in Mumbai city include - congested trains which may adversely affect the
health of the train travelers, high levels of air, water and noise pollution, and poor quality
of eatables, especially those available on the city streets. Therefore, the Government and
the local authorities need to take suitable measures to improve hygienic standards in
slums, reduction in pollution levels, and so on.
9. Social Welfare:
Government organizations can undertake social research to enhance social welfare of the
society. Research can help to design suitable package of measures to reduce income
inequalities, to reduce poverty and unemployment, to overcome the problems of social
evils such as drug addictions, abuse of alcohol, gambling, and so on. For instance, to
reduce inequalities of income, Govt. adopts progressive taxation, undertakes transfer
payments in form of subsidies, unemployment allowance, pension to poor senior citizens
and handicapped persons, and so on.
10. Formulation of New Theories:
Social research helps to formulate new theories. The existing theories can be reevaluated
and modified with the help of social research. For instance, social research has enabled to
develop several theories on leadership, motivation, job satisfaction, group dynamics, and
so on. These theories enable business and non business organizations to design suitable
packages for uplifting the social behavior of their members.
1.4 DIFFERENT TYPES OF RESEARCH:
1. Basic Research:
Basic research is also called as pure or fundamental research. It is undertaken to develop
a theory or a body of knowledge. The main goal of basic research is to expand mans
knowledge. In basic research, there is no commercial angle. For instance, basic research
can be undertaken to study the origin of the universe. Basic research lays down the
foundation for the applied science that follows.

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Basic research advances fundamental knowledge about the world. It focuses on refuting
or supporting theories that explain observed phenomena. Pure research is the source of
most new scientific ideas and ways of thinking about the world. It can be exploratory,
descriptive, or explanatory, however, explanatory research is the most common.
Basic research generates new ideas, principles, and theories, which may not be
immediately utilized. However, the new theories or ideas form the basis of progress and
development in different fields. For instance, todays computers could not exist without
research in pure mathematics conducted over a century ago, for which there was no
known practical application at the time. Basic research rarely helps practitioners directly
with their everyday concerns: nevertheless, it stimulates new ways of thinking that have
the potential to revolutionize and dramatically improve how practitioners deal with a
problem in the future.
In basic research, there is no commercial angle. There is no obvious commercial value to
the discoveries that result from basic research. In almost all countries, pure research is
mainly carried out by universities and institutes financed by the government.
2. Applied Research:
Applied research is scientific study designed to solve practical problems, rather than
merely acquiring knowledge. Applied research is used to find solutions to everyday
problems, and develop innovative technologies.
Psychologists working in human factors or organizations undertake applied research. The
goal of applied research is to improve the human condition. It is generally used to handle
a particular situation or to solve a particular problem.
For instance, a social research scholar may undertake research to find out job satisfaction
of college teachers affiliated to University of Mumbai. The research findings can be
applied by colleges or the University to improve the level of job satisfaction of the
teachers. Also, a research can be undertaken to study the job satisfaction of nurses in
Govt. hospitals vis--vis private hospitals in the city of Mumbai. The research findings

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can be used by Govt. hospitals and private hospitals to improve the job satisfaction levels
of the nurses.
The applied research can be undertaken by business organizations as well. For instance, a
business organization may undertake applied research to find out the causes of poor sales
of a particular brand in the market. The research findings can be used to design necessary
measures to overcome the problem of poor sales.
3. Correlational Research:Correlational research refers to the systematic investigation or statistical study of
relationships among two or more variables, without necessarily determining cause and
effect. It seeks to establish a relation / association / correlation between two or more
variables that do not readily lend themselves to experimental manipulation.
For example: To test the hypothesis Listening to music lowers blood pressure levels
there are two ways of conducting research.

Experimental group samples and make one group listen to music and then

compare the Bp levels.

Survey ask people how they feel? How often they listen?and then compare.

4. Descriptive Research:Descriptive research refers to research that provides on accurate portrayal of

characteristics of a particular individual, situation or group. It also known as Statistical
research. These studies are a means of discovering new meaning, describing what exists,
determining the frequency with which something occurs and categorizing information.
The descriptive research provides facts of a particular event or situation. It gives a
description of the state of affairs, as it exists of a particular event or situation. The
researcher has no control over the situation or event. He can only report what has
happened or what is happening. For instance, a researcher may report on the absenteeism
in a particular organisation or several organizations in a particular industry or even sin
different industries. The research will not indicate why the employees remained absent.

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In short descriptive research deals with everything that can be counted and studied, which
has an impact of the lives of the people it deals with.
5. Qualitative Research:
Qualitative research is based on the measurement of quantity or amount. Qualitative
research based on Qualitative phenomenon. It is especially important in the behavioral
sentence. Where the aim is to discover the underlying models of human behavioral.
Qualitative research is a difficult job while doing such a research one should seek guldens
from experimental psychologists. Qualitative research is a method of inquiry employed in
many disciplines, especially in the social sciences. Qualitative researcher aim to gather an
in-depth understanding of human behavior and the reasons that govern such behavior.
The qualitative method investigates the why and how of decision making, not just what,
when. Hence, smaller but focused samples are more often used than large samples.
6. Quantitative research:
Quantitative research is Explaining phenomenon by collecting numerical data that are
analysed using mathematically based methods. The objective of quantitative research is
to develop and employ mathematical models, theories and /or hypotheses pertaining to
phenomena. The process of measurement is central to quantitative research because it
provides the fundamental connection between empirical observation and mathematical
expression of quantitative relationships.
It refers to the systematic empirical investigation of any phenomena via statistical ,
mathematical or computational techniques. The objective of quantitative research is to
develop and employ mathematical models, theories and / or hypotheses pertaining to
phenomena.
Quantitative Research is generally made using scientific methods, which can include:
1. The generation of models, theories and hypotheses.
2. The development of instruments and methods for measurement.
3. Experimental control and manipulation of variables.
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4. Collection of empirical data
5. Modelling and analysis of data
7. Empirical Research:
Empirical Research can be defined as research based on experimentation or
observation. Empirical research is a way of gaining knowledge by means of direct and
indirect observation or experience or experiment. Such research is conducted to test a
hypothesis. The word empirical means information gained by experience, observation, or
experiment. The central theme in scientific method is that all evidence must be empirical
which means it is based on evidence. In scientific method the word empirical refer to
the use of working hypothesis that can be tested sing observation and experiment.
Empirical evidence can be analyzed quantitatively the evidence, a researcher can answer
empirical questions, which should be clearly defined and answerable with the evidence
collected. Research design varies by field and by the question being investigated. Many
researchers combine qualitative and quantitative forms of analysis to better answer
questions which cannot be studied in laboratory settings, particularly in the social
sciences. Empirical research is appropriate when proof is sought that certain variables
affect other variables in some way. Evidence gathered through experiments or empirical
studies is today considered to be the most powerful support possible for a given
hypothesis.
8. Exploratory Research
Exploratory research is preliminary study of an unfamiliar problem about which the
researcher has little or no knowledge. It is similar to a doctors initial investigation of a
patient suffering from unfamiliar malady for getting some clues for identifying it. It is ill
structured and much focused on the predetermined objectives. It is usually takes the form
of a pilot study. It is the separate type of research, it is appropriate to consider or
contributes a three stage process of exploration, description and experimentation. The
purpose of an exploratory study may be:
To generate new ideas
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To increase the researchers familiarity with the problem
To gather information for clarifying concepts
An exploratory research does not aim at testing hypothesis but it just attempt s to see
what is there rather than to predict the relationships that will be founded.
9. Fundamental Research
Fundamental research is mainly concerned with generalization and formulation of a
theory. It is also known as Pure research. It aims at extension of the knowledge. It may
leads to either discovery of a new theory or refinement of an existing theory. The findings
of pure or fundamental research enrich the storehouse of knowledge.
10. Analytical Research
Analytical study is the system of procedures and techniques of analysis applied to
quantitative data. The researcher has to use facts or information already available and
analyze these to make a critical evaluation of the materials or topic. It may consist of a
system of mathematical models or statistical techniques applicable to numerical
data. This is also known as statistical research or method. This study aims at testing
hypothesis and specifying, interpreting relationships. It is used or concentrates on
analyzing data in depth and examining relationship from various angles by bringing in as
many relevant variables as possible in the analysis plan.

1.5 SCOPE OF RESEARCH:

The Scope of research is as follows:

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1. National innovative capacity:
National innovative capacity is the ability of a country to produce and
commercialize a flow of innovative technology over the long term. It depends on:

The strength of a nation's common infrastructure (basic research, education

and training, intellectual property protection, R&D tax policies, venture capital,
and so forth);

The cluster-specific innovation environment (one or many clusters

involving particular factor (input) conditions; a local context that encourages
investment in innovation-related activity; vigorous competition among locally
based rivals; sophisticated local customers; presence of capable local suppliers
and related companies).

The quality of linkages (relationship between the common innovation

infrastructure and industrial clusters).

This research strand aims at building innovation indexes and measuring various
dimensions of national innovation capacities. For instance:

Strategic capacity: it deals with the ability to mobilize and concentrate

resources under some centralized decision making processes to achieve a critical
scientific or technological objective.

Revolutionary capacities: it deals with the ability to shift resources out of

areas of lower and into areas of higher productivity and greater yield. This is a
capacity to manage transitions. The difficulty is that such a capacity involves
various dimensions which can be conflicting (see Mowery and Simoe, 2001).

2.

Designing

efficient

incentive

systems

innovation:

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for

invention

and

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One central problem in the economics of knowledge is the design of incentive
systems that both reward inventors/knowledge producers and encourage
dissemination of their output. Several scholars have described the two regimes that
allocate resources for the creation of new knowledge: one is the system of granting
intellectual property rights, as exemplified by modern patent and copyright
systems, the other is the open science regime, as often found in the realm of pure
scientific research and sometimes in the realm of commercial technological
innovation, often in infant industries.
3. Research in EPFL labs:
CEMI will be at the forefront of the College to develop and undertake research in
the field of "economics of science" with EPFL as the main case. In this perspective,
several topics are obvious:

Assessing the impact of organizational practice on the productivity of

university technology transfer offices

Measuring the social value of basic research and the local spillovers
(regional impact). Accounting for the effects associated with mobility

Scale, scope and spillovers: the determinants of research productivity in

several fields

Exploring the role of patents in knowledge transfer from EPFL

Exploring the effect of the patenting of research tools and biomedical

innovation: transfer opportunities and social costs

Access policy for large scale research instrument, data bases.

All these topics should give rise to research design (research question, data
collection, analysis) in close collaboration with the other EPFL Schools (life
science, basic science, computer science, engineering science) in order to benefit
from the great opportunity to be located in an Institute of Technology. These
projects will be designed in close collaboration with Jan-Anders Manson, vicepresident for Innovation and Knowledge Transfer.
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4. New R&D methods and the production of reliable knowledge:
Unequal access to pertinent knowledge bases may well constitute an important
condition underlying perceptible differences in the success with which different
areas of Endeavour are pursued within the same society and the pace at which
productivity advances in different sectors of the economy during a given historical
epoch. Today, it remains astonishing to observe the contrast between fields of
economic activity where improvements in practice are closely reflecting rapid
advances in human knowledge - such as is the case for information technologies,
transportation, and certain areas of medical care (surgery and drug therapy) - and
other areas where the state of knowledge appears to be far more constraining. The
fact is that knowledge is not being developed to the same degree in every sector. A
major policy concern is to understand the factors at the origin of such uneven
development, and to implement a proper strategy in order to fill the gap between
sectors with fast knowledge accumulation processes and those in which these
processes remain weak.
To summaries, rapid and effective creation of know-how is most likely to occur
when the following conditions converge (Nelson, Seminar at CREA, Paris, 2004):

Practice in the field needs to be well specified, sustainable, replicable,

imitable;

There needs to be ability to learn from experience and experiment;

The ability to experiment offline, with less expense than that would be
involved in online experimentation, and to gain reliable information relevant to
online use, greatly facilitates progress.

A strong body of "scientific" knowledge greatly facilitates effective offline

experimentation, and also quick and reliable evaluation of varying practice
online.

Part of the problem in sectors which are lagging behind deals with the limited
ability to conduct experiments. The main research issue here is to analyse the
impact of new experimental methods and design (essentially based on random
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assignment), which have the potential to profoundly transform the way reliable
knowledge is produced in these sectors. For instance, one of the most significant
developments in modern medicine has been the randomized controlled trial (RCT),
the significance and use of which grew rapidly after its application to tuberculosis
in the 1940s. Today the RCT is widely treated as the evidential 'gold standard' for
demonstrating 'what works' and what is medical 'best practice'. Education might be
the next sector to be profoundly transformed through the application of RCTs. The
growth of RCTs as an approach in educational research has been pushed forward by
three important factors: computers, statistical techniques (effect sizes and metaanalyses) and demand for accountability in both practice and research. There is,
therefore, a favorable context. The question is whether this new feature can change
and transform the way knowledge is produced and distributed in a sector like
education.
5. New models of innovation:
This project involves the contribution of users in the innovation process not only in
terms of sending market signals (which is normally what users are supposed to do
to help producer-innovators), but also in terms of actively contributing to the
modification of the product. This project emphasizes, therefore, the functional
source of innovation: while an innovation is considered a manufacturer's
innovation when the developer expects to benefit by selling it, an innovation is a
user innovation when the user expects to benefit by using it.
This research aims at understanding the capabilities and limitations of user
innovation processes, which involve quite often an open and distributed system (in
which innovations may be freely revealed to other users). Its advocates claim that
user innovation, involving freely revealing, is an efficient means of producing
socially desirable innovation and maximizing "spillovers," or knowledge transfer /
leakage. The generation of innovation by users may be a complement or it may
compete with innovations produced by manufacturers. In its role as a complement,
user innovation may extend the diversity of products without endangering market
positions of manufacturers and may help manufacturing firms to mitigate
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information asymmetry problems vis--vis future market needs. As a competitor,
user innovation may offer products that better meet user needs.
The model involves two major deviations from the private investment model of
innovation, which assumes that manufacturers innovate in products and processes
to improve their competitive position and that returns to innovation result from
excluding other manufacturers from adopting it. First, users of technologies, rather
than manufacturers, are often the innovators. Second, user-innovators often freely
reveal the proprietary knowledge they have developed at their private expense.
A host of empirical studies, mainly conducted by Eric von Hippel, his research
group at MIT and his colleagues, show that user innovation is an important
economic phenomenon. It constitutes the main source of knowledge in some
sectors or an important contributor in others.
Deepening our understanding of the conditions leading to user innovation and of its
economic impact is, therefore, a relevant issue: (i) for a better assessment both of
intangibles and intellectual capital at the firm level and of innovation capacities at
the national level; and (ii) for a better understanding of some new organizational
forms, such as user communities, which appear to be becoming more relevant in a
knowledge society.

1.6 PROBLEMS FACED BY RESEARCHES:

There are certain limitations or difficulties in the use of scientific method in social
sciences. The main limitations are as follows.
1. Problem of Accuracy:
Social sciences deal with human beings- their behavior, and social life. The human
behavior cannot be predicted with accuracy. This is because: human behavior is subject to
change depending upon the situation, the nature of the person, and other factors.
Therefore, scientific method in social sciences cannot predict with accuracy the behavior
of human beings.
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2. Problem of Uniformity:
Human behavior is not uniform. Different persons behave differently under certain
situations. In other words, all people do not behave in the same manner in similar
situations. Also, one may behave differently in similar situations at different times.
Therefore, scientific method in social sciences has the problem of generating uniformity
in the behavior of different human beings under similar situations.
3. Problem of Bias:
The scientific method in social sciences is affected by the problem of bias on the part of
the researcher. Some researchers may be biased in using the scientific method. They may
draw conclusions subjectively depending upon their likes, dislikes, feelings and
emotions. In other words, there is problem of objectivity in using the scientific method is
social sciences as compared to physical sciences.
4. Problem of Sampling:
In social sciences, the researcher uses a particular sample of respondents to understand
the behavior of human beings in a given situation. However, there are problems in
sampling. In other words, the selected sample of respondents may not represent the
universe, and as such, even if the study conducted with the use of scientific method, may
not bring objective results.
5. Problem of Respondents:
In social sciences, scientific method may not provide objective responses from the
respondents. Some respondents may deliberately give wrong responses so as to please the
researcher or to get away with the interviews as quickly as possible. Even in the case of
observation, the respondents may be conscious of being observed, and therefore, they
may behave differently than otherwise.

6. Problem of Verification:

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The physical phenomena may be knows directly through senses, but the social
phenomena are known only symbolically through words representing such social
phenomena, i.e., culture, customs, tradition, values, and other subjective aspects of social
life. Therefore, it is difficult to verify the conclusions drawn from social science research.
7. Problem of Laboratory Experiments:
In most physical sciences, it is possible to undertake controlled laboratory experiments.
However, it is difficult to perform controlled laboratory experiments in the case of social
science research, although to a limited extent laboratory experiments are possible in
social sciences as well. As social sciences develop, a number of human problems may be
hopefully be brought within the reach of laboratory experiments.
8. Problem of Segregating Cause- Effect Relationship:
In social sciences it is difficult to segregate the cause-effect relationship. In other words,
it does not make sense to know which the cause is, and which is the effect. For instance,
the question of :Is poverty the cause of low skills?
9. Issues relating to Practical Significance;
At times, the research may be undertaken for name sake or just for the purpose of
recognition. For instance, academic research may be undertaken to get M.Phil or PhD
degrees. A number of research programmes undertaken by academicians in India and
hardly serves any practical significance.
10. Ethical Issues relating to Research Process:
There are various ethical issues in research. Some of the ethical issues in research are
connected with the research process. The ethical issues relating to the research process
are concerned with research design, sample size, data collection, data processing, data
analysis and interpretation, and so on. However, the ethical issues relating to research
process can be avoided by systematic planning for research and by following ethical
norms in conducting the research.

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CHAPTER: 2
RESEARCH METHODOLGY

2.1 RESEARCH METHODOLOGY:

Research methodology is a way of thinking about and studying social reality; about how
we know the world, or gain knowledge of it (Bassey, 1999). The justification for this
methodology draws from the epistemological and theoretical perspectives previously
discussed. The purpose of this study is centered on exploring stakeholders perspectives
and behaviors which involve face-to-face interaction with participants. This study will
uncover the influence of cultural and contextual activities that shape the behaviors and
beliefs of the stakeholders.
The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and
other research techniques, and could include both present and historical information.
More over through methodology the external environment constitutes the research by
giving a depth idea on setting the right research objective, followed by literature point of
view, based on that chosen analysis through interviews or questionnaires findings will be
obtained and finally concluded message by this research.
On the other hand from the methodology the internal environment constitutes by
understanding and identifying the right type of research, strategy, philosophy, time
horizon, approaches, followed by right procedures and techniques based on his or her
research work. In other hand the research methodology acts as the nerve center because
the entire research is bounded by it and to perform a good research work, the internal and
external environment has to follow the right methodology process.
Therefore, case study is appropriate as justified below.

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Qualitative research involves an interactive process whereby researchers take a particular
worldview or perspective to inform the research. Qualitative researchers have a particular
way of looking at the world, they interpret what they see, and decide whether the events
that they see are real, valid, and important to document. This understanding helps to build
theories (Stake, 2000). Its essence is twofold: a commitment to some version of the
naturalistic, interpretive approach to its subject matter, and ongoing critique of the
politics and methods of post positivism (Denzin & Lincoln, 2000). Qualitative
researchers stress the socially constructed nature of reality, the intimate relationship
between the researcher and what is studied, and the situational constraints that shape
inquiry. Qualitative researchers emphasize the value-laden nature of inquiry. They seek
answers to questions that stress how social experience is created and given meaning
(Denzin & Lincoln, 1994). The basis of qualitative research is where reality is seated in
the perceptions of subjects.

2.2 REQUISITES OF GOOD SCIENTIFIC METHOD

Whatever may be the types of research works and studies, one thing that is important is
that they all meet on the common ground of scientific method employed by them. One
expects scientific research to satisfy the following criteria:
(1) The purpose of the research should be clearly defined and common concepts be
used.
(2) The research procedure used should be described in sufficient detail to permit
another researcher to repeat the research for further advancement, keeping the
continuity of what has already been attained.
(3) The procedural design of the research should be carefully planned to yield results
that are as objective as possible.
(4) The researcher should report with complete frankness, flaws in procedural design
and estimate their effects upon the findings.
(5) The analysis of data should be sufficiently adequate to reveal its significance and
the methods of analysis used should be appropriate. The validity and reliability of
the data should be checked carefully.

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(6) Conclusions should be confined to those justified by the data of the research and
limited to those for which the data provide an adequate basis.
(7) Greater confidence in research is warranted if the researcher is experienced, has a
good reputation in research and is a person of integrity.
In other words, we can state the qualities of a good research as under:
1. Good research is systematic: It means that research is structured with specified
steps to be taken in a specified sequence in accordance with the well defined set of rules.
Systematic characteristic of the research does not rule out creative thinking but it
certainly does reject the use of guessing and intuition in arriving at conclusions.
2. Good research is logical: This implies that research is guided by the rules of
logical reasoning and the logical process of induction and deduction are of great value in
carrying out research. Induction is the process of reasoning from a part to the whole
whereas deduction is the process of reasoning from some premises to a conclusion which
follows from very premise. In fact, logical reasoning makes research more meaningful in
the context of decision making.
2.3 STAGES OR PROCESS IN SCIENTIFIC RESEARCH
Scientific research is a systematic process undertaken to study the research problem and
to arrive at conclusions.
Each research problem is unique and requires a special emphasis and approach. One way
to face the uniqueness of every problem is to tailor the research work according to needs
of each problem.
The scientific research process consists of a sequence of steps that have to be followed
while undertaking a research project:

1. Identifying and Selection of Research Problem:

Identification or formulation of research problem is the first and most important step of
research process. The problem formulation is like an identification of a destination before

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undertaking a journey. It is often said that a well defined problem is half solved. Before
formulating the research problem, the research must always think what the problem is,
why it is a problem, and for whom the problem is.
Precise definition of the problem would help the researcher to collect the relevant data for
solving the research problem. The researcher would be in a better position to arrive at
suitable conclusions based on the analysis of data collection, and accordingly solutions
can be designed to solve the problem or to deal with a particular situation.
The researcher need to list the broad area or topic of the problem: divide the broad area
into sub-areas. i.e. narrow down the broad area into sub areas, and then formulate the
problem.
2. Review of Literature:
The researcher should undertake extensive literature survey relating to the problem. He
may consider various publications, such as journals, books, research reports, and other
published matter. Particularly, the researcher should go through the similar research
studies that were conducted previously. Such review of literature would provide a good
insight into the problem.
3. Formulation of Hypothesis:
The researcher should formulate the hypotheses. The hypotheses is a tentative assumption
made to test its logical or empirical consequences. The hypothesis should be formulated
on the basis of insight and knowledge about the problem. The hypothesis may prove to e
either wrong or right.
If the test of the first hypothesis leads to its acceptance, one conclusion is that products
price is too high. If it is rejected, the researcher concludes that the price is not too high
and proceeds to test the other hypothesis. Thus, the hypothesis guides the research effort
and suggests what data are required.
4. Research Design:

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The researcher must prepare a research design. It is a logical and systematic plan
prepared for conducting a research study. It can be called as a blue print for collection,
measurement and analysis of data. The research design provides guidelines to researcher
regarding the time period within which research is to be conducted, the type of data to be
collected, the area and the respondents from which the data is to be collected, the
techniques of data collection and data analysis, and so on.
5. Designing the Questionnaire:
If the researcher cannot solve the problem with the help of secondary data, observation
and experimentation, then he should make efforts to collect the primary data from the
field for which he requires a questioning . While designing a questionnaire, the following
points must be kept in mind:
6. Sampling Design:
Generally, it is not possible to collect data from each member of the universe or
population under study due to limitations of time, effort, and money. Therefore, the
researcher needs to select a sample of respondents that represent the universe.
Sampling design is a plan to select the appropriate sample to collect the right data so as to
achieve the research objectives. A sample represents those individuals chosen from the
population of interest as subjects in an experiment or to be respondents to a survey.
7. Collection of Data:
Problem solving is essentially a process of collecting information. The data can be
collected from various sources primary and secondary.

8. Processing of Data:
The collected data is mostly available in a raw form and therefore, it needs to be
processed. Processing of data involves:
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(A)Editing- it helps to weed out unwanted and irrelevant data. It also helps to check
errors and omissions in data collection.
(B)Coding it involves assigning codes to the categories or responses. It is required
especially when the sample size is large and when there is large number of responses.
(C)Classification- It refers to grouping of data under different categories or classes
such as age, gender, education, area, etc. It facilitates tabulation of data.
(D)Tabulation It involves transferring of classified data in a tabular form. Tabulation
of data facilitates analysis and interpretation of data.
9. Data Analysis:
Organisation of data is generally followed by its analysis and interpretation. The purpose
of analyzing data is to establish a relation between the information and problem. Analysis
reviews the data in the light of hypothesis or research problem. Analysis reviews the data
in the light of hypothesis or research problem. It is difficult to demarcate a line between
analysis and interpretation. They quite often overlap and so it is difficult to find out the
end of analysis and the beginning of interpretation.
10. Hypothesis Testing:
After analysis and interpretation of Data, the researcher must be in a position to test the
hypothesis. The researcher should find out whether or not the research findings support
the hypothesis or prove to be contrary.

CHAPTER 3
COMPANY REPORT

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3.1 INTRODUCTION OF HYUNDAI COMPANY
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor
Company (HMC). HMIL is the largest passenger car exporter and the second largest car
manufacturer in India. It currently has ten car models across segments - Eon, Santro, i10,
Grand i10, i20, Xcent, Verna, Elantra, Sonata and Santa Fe.
HMILs fully integrated state-of-the-art manufacturing plant near Chennai boasts
advanced production, quality and testing capabilities. HMIL forms a critical part of
HMCs global export hub. It currently exports to around 120 countries across EU, Africa,
Middle East, Latin America, Australia and the Asia Pacific. HMIL has been Indias
number one exporter for the past eight years consecutively. To support its growth and
expansion plans, HMIL currently has 397 dealers and more than 1,045 service points
across India. In its commitment to provide customers with cutting-edge global
technology, HMIL set up a modern multi-million dollar R&D facility in Hyderabad. The
R&D center endeavors to be a center of excellence in automobile engineering.
3.2 IDEAS IN 2013 AND 2014
2013
1. World Rally Championship (WRC) Team launched
2. Launch of Grandeur Hybrid
3. No. 2 in Autobilds (Germany) 2013 Quality Satisfaction Report
4. i10 awarded Indian Car of the Year 2014

5. Beijing Hyundai sales in China surpass

6.1 million units / year
7. Launch of All-new Genesis
8. Two Hyundai models ranked highest in the
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9. Residual Value Awards in the U.S.
10. Ranked Most Valuable Car Brand in the U.S.
11. Named No. 1 brand and No. 1 car in 4 vehicle categories (Equus, Genesis Coupe,
etc.) in Strategic Visions Total Value Awards.
2014
1. All-new Genesis wins a 2014 iF Design Award.
2. Official sponsor of the 2014 FIFA World Cup Brazil
3. Unveiling of HED-9 Intrado at the Geneva International Motor Show
4. Participation of i20 in the WRC, achieving 3rd place in the Mexico Rally
5. All-new Genesis and i10 win a Red Dot Design Award

3.2 VISION AND MISSION:

Hyundai Motor Companys goal for the next decade that will be followed through with
concrete business strategies and action plans.
Hyundai Motor Companys most fundamental reason for being, and the foundation for its
continued existence. Guiding principles for employee behavior and decision making that
are essential to realizing our management philosophy and vision.

3.3 BRAND SLOGAN OF HYUNDAI COMPANY

NEW THINKING and NEW POSSIBILITIES
NEW THINKING and NEW POSSIBILITIES can also be felt in its design philosophy
and technologies. Cars as living works of art that convey the flowing dynamism of nature
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that is Hyundais Fluidic Sculpture design aesthetic. Not only that, Hyundai sponsors
many sports games, and constantly explores new ways to communicate with customers
using new media. Its ongoing environmental management and contributions to society are
now more than just a slogan, and are becoming a way of life that is uniquely Hyundai.
3.4 CORPORATE SOCIAL RESPONSIBILITY
The concept of corporate social responsibility is emerging as one of the keywords
defining todays business environment, as the emphasis on the social roles and functions
of companies is increasing. Hyundai Motor Company engages in a variety of systematic
and strategic Social Contribution programs every year on the basis of its Long-term
Social Contribution Road Map that extends to 2012. From 2011 through 2012 when its
Social Contribution activities enter the mature stage, we will seek to develop unique
Social Contribution models and campaigns that will reflect its core values and help it
become a respected company.
3.5 RESEARCH AND DEVELOPMENT OF HYUNDAI COMPANY
Hyundai Motor India Engineering (HMIE) is a fully owned subsidiary of Hyundai Motor
Company, South Korea, which has set up the R&D Centre in Hyderabad. HMIE is a
centre with one of the most advanced research and development facilities which focuses
on state of the art product and design engineering and rigorous quality enhancement. The
new R&D Centre at Hyderabad in India is Hyundai Motor Companys fourth overseas
R&D centre.
Set up with an investment of Rs. 184 crores, the new 200,000 square-foot facility R&D
Centre, is aimed at further accelerating local content development and enable Hyundai to
respond even more quickly to changing customer needs across the world. The R&D
Centre will further facilitate the development of India as Hyundais global hub for
manufacturing and engineering of small cars.
The new R&D Centre in Hyderabad will support all back-end operations like computer
aided engineering (CAE), computer aided design (CAD) and help the R & D work taking
place across Hyundais car line-up.
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The R&D Centre will help in developing vehicles which includes their styling, design
engineering and vehicle test & evaluation. The R&D Centre will play a pivotal role for
cars manufactured in India in order to satisfy the specific needs of the Indian customers.
Hyundai Motor Companys other overseas R&D centers are located in the United States,
Germany,Japan & Korea.

BIBLIOGRAPHY

Websites:

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www.google.com
www.hyundai.com

Books:

Research Methodology in Commerce

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Michael Vaz