Business Research Methods

Topic- Proposal

Organization- Airtel Bharati (India)

Title:- A critical evaluation of Airtel entering into the Digital TV services, and its impact on
other existing TV services.

1. Airtel Entering Digital TV service: a good decision?

2. What has been the impact of other Digital TV services and traditional Cable TV
operators?

3. Is the growth of Airtel in Telecommunication industry a credible threat to other TV

services companies?

Research Background:-

This research proposal proposes the effects of Airtel entering into Digital TV sector. It is
one of the first moves made by a Indian Telecommunication giants entering into a Digital TV.

Telecommunication impacts on every person on the way they work, live, communicate and learn.
Just few years ago no one can imagine about the importance of telecommunication system.

Digital pay-TV penetration will grow from 10 per cent in 2008 to 33 per cent by 2013, and 42 per
cent by 2018. [2]

Capital constraints will slow momentum in last mile consolidation and DTV deployment across
the cable industry over 2009-10 but DTH satellite growth will remain robust over 2009-10,
powered by the growth of Sun Direct, Dish TV, Tata Sky and Reliance Big TV in particular. [2]

In this proposal I

Organization Background:-

Airtel comes to you from Bharti Airtel Limited, one of Asia’s leading integrated telecom services
providers with operations in 18 countries across Asia and Africa. Bharti Airtel since its inception,
has been at the forefront of technology and has pioneered several innovations in the telecom
sector.

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the largest
mobile service provider in the country, based on the number of customers.
The group offers high speed broadband internet with a best in class network.

Entered in Digital TV services. [3]

Satellite TV Industry background:-

In India, Direct-to-home or DTH Satellite Television is a recent phenomenon. The key players in
the market for Satellite TV in India include DishTV and Tata Sky . These dish satellite television
are becoming increasingly popular due to the several problems cable television had been giving
in large doses. The quality of signals, availability, pirated channels, and professionalism prevalent
among Cable service networks and providers had become a nuisance [1]

Rational of Choosen Topic:-

Research Objectives:-

The objective of research is to find out impact of Airtel Digital TV to

customers. This will apportunity to other telecommunication giants who want
to move form voice into Digital TV business.

1. To evaluate the impact of AirTel as Digital/satellite TV provider on

the people or customers.
2. To find out if AirTel Digital TV business will sustain.
3. To recommend other business ventures on how they should proceed if
they want to step into this sector.
To critically evaluate if peoples/ customers will go for AirTel Digital TV
rather than other Digital TV or traditional cable TV.

Research Questions:-

This research proposes to answer if Digital TV market will be the next

money making venture that other businesses would look at to go for or
invest in? Will AirTel succeed as a Broadcaster of Digital TV?
Before asking these questions other questions arise as to whether it is a good
sector for investment? , will the business sustain in the coming years in
competitive market? And will customers accept Airtel as a Digital TV
provider? As a telecommunication giant in India, can Airtel taking
advantage of Digital TV broadcasting?
Will Airtel Digital TV overcomes traditional cable TV? How can Airtel
attract peoples towards this service?
Methodology:-

I am using exploratory method of research as there some data available on the study of current
growth of telecommunication and airtel but not much critical research on current launch product.
Exploratory method is statistical method which works on simple data such as one dimensional
data here I am using this method as for research. Need to project searched data into this method to
form a structure.

Schaffer and Riordan (2003) Explains how to research about any organization, issues, key
problems and how to develop methodology. Methodology starts analyzing the issue or research
topic, gathering related research work from different source, then structuring order of research
work, next step is to check and validate all gathered data, ignoring meaningless and wrong data
which meaningless and not conclusive. Also I am using qualitative and quantitative methods
because all
the information cannot be collected from a single source such as
interviews, surveys, focus groups or from existing literature
Here 2 question comes will customer accept Airtel Digital TV and second is how it affects other
service provider?

To answer these questions firstly we will have to interact with the

customers, which mean there will be use of semi-structured and unstructured
interviews.
In Semi-structured interviews the researcher will have a set of questions to
be covered where he will choose whether to ask all of them or just the ones
concerned to the topic (Saunders et al., 2007). Unstructured interviews will
give the interviewer a chance to go in depth and the interviewee can talk
freely about their beliefs concerning the topic. This kind of interview is also
known as in-depth interview (Saunders et al., 2007). These kinds of
interview will help to find out what the customers think about AirTel as
Digital TV provider will they consider to take service from Airtel and what
kind of services will they expect from AirTel. The data thus gathered will
have to be analyzed that will make qualitative data.
To get data about impact of Airtel Digital TV to other same service provider and
traditional cable TV provider we have to collect financial reports of other service providers. Their
annual sales, profit, subscribers and income.

Data Collection:-

Data will be collected by structured and semi structured interview semi structured interview
would be 10-15 minutes for basic understanding of interviewee, Depth interview are are the
actual interview related to research which information is necessary for conclusion. Also data will
be collected from various online official sites such as companies sites where we can find primery
data such as annual profit, sales etc.

Data analysis Method:-

Grounded theory is good for this kind of research strategy because data is gathered by
series of observations, interviews. In this theory each data segment divided into one unit called
open coding. and relation of each data to other called axial coding. Axial coding is shows the
relation and gives idea about further research. In
this approach the data will be broken,
relationships recognized and then categories will be integrated to produce a
theory (Strauss & Corbin, 1998). Thus it is a systematic approach to arrive at
a theory.
For analysis of qualitative data use ‘data display and analysis’ which have
three sub process first is data reduction, second is data display in graphical
or pictorial order and last is verifying data and conclusion. Data reduction
means summarizing, simplifying data and focus on important part. Display
involves reduce selected data into diagrammatical way. Reduction means
delete unnecessary data. Miles and Huberman (1994)

Apart from the above approaches we also have to make use of programs
such as CAQDAS that will provide us with diagrams or tables and then can
be shown through Excel.

Time scale:-

Reference:-

Schaffer & Riordan (2003) B.S. Schaffer and C.M. Riordan, A review of cross-
cultural methodologies for organizational research: A best-practices
approach, Organizational Research Methods 6 (2003) (2), pp. 169–215.

Strass, A and Corbin, j .(1998) BASICS of Qualitative research(2nd edition),

thousand oak, California,sage.

Miles, M.B. and Huberman, A.M. (1994) Qualitative data analysis (2nd
edition), Thousand Oaks, CA, Sage.
[1] http://www.indiahousing.com/satellite-television-in-india.html

[2] http://www.indiantelevision.com/headlines/y2k9/apr/apr235.php

[3]
http://www.airtel.in/wps/wcm/connect/about+bharti+airtel/Bharti+Airtel/About+Bharti+
Airtel/?
WCM_Page.ResetAll=TRUE&CACHE=NONE&CONTENTCACHE=NONE&CONNE
CTORCACHE=NONE&SRV=Page