Professional Documents
Culture Documents
PGP-2, 2013-14
Table of Contents
Conceptualise the research problem ...................................................................................................... 3 Qualitative techniques for data collection and Rationale ...................................................................... 5 1. 2. 3. Ethnography ................................................................................................................................ 5 Focus Group Discussions ............................................................................................................. 5 In depth Interviews ..................................................................................................................... 6
Detailed profiling of the respondents for the proposed study ............................................................... 7 Relevant questions to facilitate data collection ..................................................................................... 8 1. 2. 3. Ethnography ................................................................................................................................ 8 Focus Group Discussions ............................................................................................................. 8 In depth Interviews ..................................................................................................................... 8
Plan for carrying out analysis of data...................................................................................................... 9 Expectations from the study ................................................................................................................... 9 Resources .............................................................................................................................................. 10
certain leading companies involved in manufacturing equipment and software for the security Industry.
Such technologies though costly initially would lead to long term savings. Adoption would lead to reduction of manpower costs and security personnel hiring who are presently required to patrol office and government premises. Presence of cameras has also been proved to be a deterrent and would in a great way reduce crime in the first place. The focus and objective of this study will be categorized into the following: 1. To help such companies identify the gaps and opportunities in the current market 2. Identifying the requirements of such potential clients and their trade-offs between price, features and services 3. To gauge the present perception of the possibility of theft, attacks on infrastructure, requirement for post attack analysis and real time detection and prevention 4. The market size and willingness of such clients to invest in security surveillance infrastructure as a counter to such attacks We shall conduct this study in association with a well-known security agency. This would give us access to present clients as well as more recognition when approaching respondents.
1. Ethnography
Ethnography will be initially carried out at 1 or 2 locations where security personnel are employed and where modern surveillance measures are not in use or barely used. There are pros and cons associated with Ethnography which must be considered before approaching possible research locations. Pros: Cons: Very costly and prolonged method of research The associating party should be willing and should not change behavior during study There should not be any disclosure of all relevant information so as to get an accurate understanding In depth understanding of the problems faced by the present surveillance measures Deep insights through observation which would not be evident through interviews Rich data through field notes and observation which can later be referred to
Rationale
Since this is a relatively new area of research with not much secondary research to fall back on, an Ethnographic study would give us a ground up understanding of the problems faced by and deep insights into gaps and opportunities in the market. These findings can then be used to better structure our later qualitative data collection methods like FGDs and Personal Interviews.
Cons: Danger of smaller, less influential members in the group to be overpowered by more prominent members Difficulty in getting government personnel to participate in long FGDs and take time out from their busy schedule
Rationale:
Through FGDs, we would be able to conduct a detailed discussion between like-minded individuals. Important information regarding specifications of hardware and other requirements would begin to emerge through open dialogue. Price sensitivity and trade-offs between features and price would begin to emerge. If respondents are OK with recording the sessions these could be later reviewed. Opinions, attitudes towards surveillance technologies and the need for them can also be understood.
3. In depth Interviews
This would form the last part of our qualitative study. From the previous 2 stages of research we would have a fairly good idea of technicalities of the industry as well as the wants, needs and price sensitive information of our various target segments. From this we would get to know the potential of the industry as well as the opinions of key decision makers which would shape the future direction of the surveillance industry.
Pros: Cons: Every interview is unique and cannot be directly compared Smaller sample size may not give an accurate representation Time consuming To gain an insight into individual opinions Potential motives to choose a particular offering vis--vis another Respondents can answer your questions at his own leisure without having to compete for air time as in an FGD Representative sample can be obtained for separate target segments Flexibility to modify questions based on responses
Rationale:
We use in depth interviews as our last method of qualitative study so as to reinforce and confirm our finding from earlier methods. Our approach can be tweaked and modified based on respondents answers. We are able to have a conversation in an informal setting at
the leisure of the respondents. We are also able to get information we could not in an open setting as some of the respondents may not be willing to divulge sensitive information to other respondents but may be more comfortable responding to researchers representing a well-known security agency.
Industry
Government Bodies Hotels Corporate Infrastructure Malls Hospitals Retail Chains Railway Stations / Airports
Personnel Example
Security head for Taj group of hotels(Personal Interview) Security head of a smaller hotel(Ethnography & FGD) Security head for TCS or similar companies(Personal Interview) Security head for a smaller company(Ethnography & FGD)
Security head for major city malls in Delhi, Mumbai(All 3 methods) Security head for Apollo group of hospitals(All 3 methods) Security head of Big Bazaar, More (Personal interview) Owner of smaller supermarkets (FDG & Ethnography) Security head of Major city airports (Personal interviews) Security head of railway stations(FGD, Ethnography)
Ethnography will primarily consist of everyday observations Day to day role specific questions would be asked to get technical details which cannot be observed What are the methods employed to stay up to date with industry standards What are the latest technology offering and do I need such an offering What are the sources of information-Peer groups, Forums, Security specific Magazines What is the procedure to get a new security feature added and what is the chain of command/Decision making unit What are the gaps perceived in the present system and suggestions to overcome such gaps Openness of the organisation to various 3rd party funding initiatives to offset initial costs
3. In depth Interviews
In depth interviews provide a face to face confidential setting where the respondent can be more relaxed and answer questions more openly What are the various challenges faced by your organisation with regard to surveillance
What is the procedure to get a new security feature added and what is the chain of command/Decision making unit How do you judge/What are the major parameters while deciding on a new supplier How do you keep up to date with the latest industry trends Propose a new security feature you would like to be implemented and how would this benefit your organisation
measures and limited budgets. Funding through 3rd party offering should be explored and offered to such clients. The security and surveillance market in particular is only going to grow and we need to be ready for this. There is high amount of first mover advantage which can be gained and we need to capitalize on such an opportunity. By providing services at competitive prices thus offering true value and state of the art security we would gain a larger share of the overall pie.
Resources
http://www.indiablooms.com/BusinessDetailsPage/2012/businessDetails200212b.php http://www.forceindia.net/EyesonYou.aspx http://www.thehindubusinessline.com/marketing/lg-targets-temples-for-surveillancesystems/article2201048.ece?ref=relatedNews http://www.smeworld.org/story/interviews/secure-surveillance-for-safety.php http://www.varindia.com/jan2013_varsecurity.htm http://www.thehindu.com/sci-tech/technology/smart-video-security-can-help-us-stay-astep-ahead/article4661084.ece