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8/22/2019 Research Methods, Prposal by Imran Khan
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RESEARCH REPORTThe role of information systems in enabling the organisations to satisfy their
customers in more effective manner: A case of Dell Inc. information systems
SUBMITTED BY: IMRAN KHAN
BANNER ID: B00213124
SUBMITTED TO: DR. EWAN MACARTHUR
DATE OF SUBMISSION: 11/01/2013
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Table of Contents
1 Title ......................................................................................................................................... 3
2 Abstract ................................................................................................................................... 3
3 Aims......................................................................................................................................... 4
4 Objectives................................................................................................................................ 4
5 Rationale of the chosen research work .................................................................................. 4
6 Literature review ..................................................................................................................... 5
6.1 evolution of the information systems use ....................................................................... 5
6.2 Information systems and their effectiveness................................................................... 6
6.3 Advantages associated with the integration of Information systems ............................. 7
6.4 customer satisfaction ....................................................................................................... 7
6.5 Information systems and customer satisfaction .............................................................. 8
6.5.1 Updating systems from time to time ........................................................................ 8
6.5.2 Providing the power for selection ............................................................................ 9
6.5.3 Marketing of products and services ......................................................................... 9
6.5.4 Improvement in the customer services .................................................................. 10
6.5.5 Knowing the activities of the competitors .............................................................. 10
7 Research methodology ......................................................................................................... 11
7.1 Research philosophy ...................................................................................................... 12
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7.2 Research hypothesis....................................................................................................... 12
7.3 Research approach ......................................................................................................... 12
7.4 Research strategy ........................................................................................................... 12
7.5 Research choice .............................................................................................................. 13
7.6 Research instruments..................................................................................................... 13
7.6.1 Data collection ........................................................................................................ 13
7.7 Research ethics............................................................................................................... 15
8 Research time plan ............................................................................................................... 15
References .................................................................................................................................... 16
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1 TITLEThe role of information systems in enabling the organisations to satisfy their customers in
more effective manner: A case of Dell Inc. management systems.
The variables that will be studied in this research work are the integration of the information
systems and the satisfaction of the customers. Information systems are playing an important
role in making the organisations gather the information about their customers and enable to
satisfy them with prompt actions and replies solving their issues and replying to their queries
(Buckley et al, 2008).
The research question for the study will be:
What effective role does information systems of Dell INC. play in satisfying their customers?
2 ABSTRACTBusiness world is nowadays concentrated with variety of information systems and they have
been playing an effective role in the organisations which are making the decision making
processes more effective in satisfying the customers. organisations are developing more
developed and sophisticated information systems according to their specific business needs in
order to get the desired benefits of the new intelligent systems. Some of the organisations face
many problems as well in implementing the information systems correctly and getting the
desired results and there have been many reasons identified for those problems. However
information systems implementation has been increasing at a very higher rate irrespective of its
size and resources. Furthermore the main focus of this research is on the satisfaction of the
customers that is achieved by the organisations by using information systems. The increasing
need for the integration and use of the information systems have made the researcher
investigate this area of concern for every business entity. The information systems have been
playing an effective role in helping the organisations in retrieving the most relevant information
about the needs and preferences of the customers. Furthermore, these systems filter the most
relevant information regarding the markets trends and changing market behaviour. The
researcher from the existing literature also identified that there can be a relationship between
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the information systems and customer satisfaction. For this purpose the researcher will conduct
a research at Dell Centres in Pakistan to know whether the information systems have been
helping the Dell Inc. to satisfy their customers. The researcher will ask 20 employees and 80
customers at Dell Centres in Pakistan and from the analysis of the collected data will come to
know about the role of information systems in organisations to satisfy their customers and the
hypothesis will be either accepted or rejected on the basis of collected data.
3 AIMSThis research work has been conducted with the aim to assess the role of information systems
in satisfying the customers by considering the information systems and case of Dell INC.
4 OBJECTIVESThe objectives that would be achieved by the researcher in this study are:
To assess the existing literature on the effective role and increasing use of informationsystems in the organisations.
To evaluate the benefits that the organisations have derived by using the informationsystems and to know how these systems have enabled the organisations to satisfy the
customers.
To construct a research hypothesis on the basis of the existing literature and formulatea methodology by which the hypothesis and relationship between the variables could be
tested.
To present practical implications of this research work for the organisationsimplementing and using the information systems for different purposes more
specifically satisfying their customers.
5 RATIONALE OF THE CHOSEN RESEARCH WORKOrganisations are integrating the information systems so that the general requirements for
improved performance and decision making can be fulfilled. Information technology has
brought revolutionary changes in the ways organisations performed their different operational
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activities and processes were carried out. Organisations have been adopting the latest
information systems in order to get the economic advantages. The business atmosphere is
going through remarkable changes and improvements due to the use of information systems.
The need of information systems and the changing trend for implementing the information
systems rapidly has developed the interest of the researcher in investigating this area for the
research purpose (Boudreau et al, 1998). Following stakeholders will derive benefit from this
research study:
As a main stakeholder of this study, the researcher will come to know about the roleand use of information systems in the organisations and how their use in the
organisations have increased the effectiveness in operations to achieve maximum
customer satisfaction. The researcher will also gain knowledge about the working of the
information systems of Dell INC. further the researcher will gain knowledge about
conducting a research (Chun and Mooney, 2009).
Organisations that have currently integrated the information systems and those thathave intentions to integrate information systems would also know about the role and
effectiveness of the information systems. Further the information will be used by the
organisations to satisfy their customers and improve their processes in satisfying the
customers (Fan, 2009).
6 LITERATURE REVIEWThis is an important part of the research work that enables the researcher to gain considerable
amount of knowledge about the research and the main variables under consideration. The
variables of consideration for this research work are the information systems and customer
satisfaction. The researcher will identify the role of information systems in the organisation and
will relate their use on the satisfaction of the customers (Chaffey and Wood, 2005).
6.1 EVOLUTION OF THE INFORMATION SYSTEMS USEAccording to Caldeira and Ward, (2002) tremendous changes have been observed in the ways
the business performed their daily activities. The increasing competition in the past few days
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has made the organisations to adopt new ways that could equip them with necessary tools for
taking more accurate and effective decisions enabling them to face the competitive
environment. The organisational focus was no more on increasing productivity, achieving
efficiency and delivering quality only but they also started focusing on the creativity in the
products and introductive of innovative products (Buelen, 2009). As the main consideration of
the businesses and the global economic changed, new ways for doing businesses were
introduced. Business reengineering and transformation emerged as an effective tool that very
rapidly became the need of every business situation. The use of reengineered systems in the
organisations became a corporate asset that enabled the organisations to ensure
competitiveness in the market by retrieving information about the customers earlier than the
competitive rivalry. It also improved the delivery of services to a newer level and also affected
the operational efficiency positively to a greater extent. Thus it has been identified that
information systems can become a key differentiators in delivering services and also improved
way of getting to the customer needs (Lacity, 2010).
6.2 INFORMATION SYSTEMS AND THEIR EFFECTIVENESSIn the view point of the researchers Carr and Kaynak, (2007) this has been stated that the
information systems help the organisations in managing its processes effectively and efficiently.
Information systems are not only the computers inter connected with each other but they
involve people, information/processing of data and the technology. These three things
constitute a system that makes the decision making processes easy and customers are provided
with effective services. The information systems are designed according to the needs of the
organisations and then they facilitate the restructuring of the business processes which could
improve organisational performance. The most important element that has made the
organisations to use and integrate the information systems is their use for decision making.
Previously computers were used to track the various activities carried out in the organisation.
However technology has transformed those computers into such complex and sophisticated
machines that have changes the ways the organisations performed their different operations
(Fisher and Kenny, 2000).
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Researchers Gunasekaran and Ngai (2004) who studied the usefulness of marketing information
systems have stated that systems have become the requirements of the marketing managers
and the practitioners as this helps them in predicting the changes in the market trends and thus
they are able to retrieve the information about the needs and preferences of the customers.
The marketing strategies are focused to satisfy the customers and information systems can
enable the organisations to plan effectively their marketing strategies, thus the relationship
between the use of information systems and the customer satisfaction would be identified that
how they have played an effective role in satisfying the need of the customers by conducting a
research (Milne, et al, 2004).
6.3 ADVANTAGES ASSOCIATED WITH THE INTEGRATION OF INFORMATION SYSTEMSAccording to Chun, and Mooney, (2009) The use of information systems enables the
organisations to monitor the organisational activities to the preferences of the customers and
the reactions of the competitors according to the information retrieved by the information
systems. Information systems also play the most effective role in making the organisation take
appropriate decisions just in time. Companies are also able to know about their positions in the
market which further help them to strengthen their business operations and increase the
customer base or more focus on attracting or retaining the customers. The missions assigned
for the information systems by the organisations is changing and the organisations are moving
towards the attainment of more sustainable positions (Caldeira, and Ward, 2002). The
competitiveness in the consumer markets is due to the changing needs of the customers and
thus information systems has been playing a much dominant role in making the organisations
realise what they should offer and achieve competitiveness in rapidly changing consumer
demands market. Marketing managers and practitioners have identified that the use of
information systems has become a backbone in effective management of customer relationship
as the customer needs are known and then fulfilled (Laudon, and Laudon, 2010).
6.4 CUSTOMER SATISFACTIONThe researchers Fisher, and Kenny, (2000) demonstrated in their study that customer
satisfaction is a difficult concept that cannot be easily predicted by the organisation as this
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keeps on changing from time to time and nowadays the situation for the organisations has
become such an adverse that the level of customer satisfaction from the products and services
is increasing at a considerable rate due to large number of organisations and the worst
competition between them to satisfy and retain the customers. When the organisations fulfil
the expectations of the customers by their product or service, they feel much satisfied as they
have paid according to the quality of the product and if there expectations are not fulfilled, this
leads to customer dissatisfaction. It is important for the organisations to influence the
behaviour of the customers in a positive manner, then it would be easier for the organisations
to satisfy the customers. Customers pay for the products and they expect that the value of the
products must be according to the amount paid. Customer satisfaction is the main focus of
every business entity. Customer satisfaction has been related with many aspects but the
increasing use of information systems made the researcher investigate this area of concern
(OBrien, 1999).
6.5 INFORMATION SYSTEMS AND CUSTOMER SATISFACTIONAccording to the view point of Hammer and Champy, (1993) the success of the businesses
depends upon the level of satisfaction of the customers. Nowadays only those organisations
can stay in the businesses which are able to identify the needs of their customers and know the
tactics to make their customers feel satisfied from the organisational products and services.
Those organisations that make efforts in knowing their customers are able to make a difference
as compared to the ones that are unable to get the information about the customers or unable
to communicate with them. As all the organisational efforts of the organisations are meant for
customers and their satisfaction, therefore it has become necessary for the organisations to
satisfy their customers, otherwise organisations would lose those customers (Davenport, 1993).
6.5.1 UPDATING SYSTEMS FROM TIME TO TIME It is important for the organisations to update the systems from time to time so that the
customers could be retained. The customers always expect convenience and higher quality
service from the product supplier or service provider and when they update the systems in
providing those things to the customers in a more effective way, they would be able to
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influence the customers. This has been further identified that those organisations are able to
achieve higher rate of customer retention which are moving with the time. Providing customers
with the convenience of customisation, designing and ordering for the product or service have
been identified as a positive influence on the customers. However the researcher will come to
know by conducting the research that whether the customisation of options is available in the
products they like or want to buy or not and also would come to know do they like the options
of customising the products (Fisher and Kenny, 2000).
6.5.2 PROVIDING THE POWER FOR SELECTIONYap, Soh, and Raman, (1992) stated that Customers always feel happy when they are given a
chance to choose from the range of available products. It is stated that customers search for
the products that better suit their needs and preferences. Such a search is retrieved by the
organisation which is then used to develop and extend the product range. This also identifies
the appropriateness of information systems in extending the range of the products according to
the specific needs of specific customers and to attract them and satisfy them with the specified
products types and ranges (Gunasekaran, and Ngai, 2004).
6.5.3 MARKETING OF PRODUCTS AND SERVICESAccording to Winch, and Carr, (2001) the effectiveness of the products in the market is
evaluated by how the products and services are marketed in the market. If the organisations
use appropriate channels for marketing their products where the customers can get all the
necessary information as compared with a little information provided by the mediums use by
the advertisers, then the customers would obviously attracted and also their decisions
regarding the purchase would be positive. Further if there needs are known by the
organisation, then they would obviously offered a product that would make them feel happier
after its use. This research is going to know about the feelings of the customers when
organisations use information systems as the medium for getting information and
communication with the customers (McNurlin, et al 2009).
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6.5.4 IMPROVEMENT IN THE CUSTOMER SERVICESA customer feel much satisfied when the organisations interacts with the customers in an
effective manner. The way the organisation interacts with the customer influences the
perceptions and attitudes of the customers. The online interactions have taken a place in the
market where the customers can contact the product or service provider at any time and from
any place, thus providing the customers with convenience. The customers can easily come back
and ask for more when they are sent updates about the availability of the products they asked
for or the products that have been newly introduced by the provider. Thus it creates a sense of
belongingness and customers feel good to hear from the organisation about the availability of
the products. The customer can easily get to the answer through the use of such systems for
interaction with the organisational employee and is provided with the necessary guidance
everything they ask for. This makes the organisation realise how the product and service is liked
by the customers and also know by these inquiries of the customers whether they have been
facing a problem and issue. Thus it enables the organisation to interact with the customers
making them feel that their problems would be sort out and they would be provided with
services according to their expectations in the future (Zeidner, 2008).
6.5.5 KNOWING THE ACTIVITIES OF THE COMPETITORSThe use of the information systems also enables the organisations to keep track of the activities
of the competitors that what they have been offering their customers and how the organisation
could do to attract the customers. The newest product offering and promotions could be
known in order to design the products in a much better way so that the customers could be
offered something better than the existing ones in the market (Yap, et al 1992).
The mere focus of the integration of information systems in the organisations is the flow of
both ways communication and information which makes possible the satisfaction of the
customers. The information systems serve too many important purposes of the organisations
which are the following:
To better understand what the customers really want and to follow up the changing
needs and demands of the customers
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To better negotiate with the customers and ensure that the commitments would be
fulfilled
To line up with the customers for better marketing of their products and support
services
To better monitor and control the organisational activities and show efficiency and
effectiveness to satisfy the customers.
The needs and demands of the customers are the raw material for the company information
systems which is then utilised by the company for effective decisions according to the
information retrieved and fulfil the business needs. The information retrieved by the
information systems of an organisation is then refined and then the systems refine the
information for the organisational management to solve the business related issues and take
decisions provided by the IS solutions. The researcher in this study would evaluate the
identified aspects and benefits of information systems in an organisation so that the
organisation could satisfy their customers (Laudon, and Laudon, 2010).
7 RESEARCH METHODOLOGYResearch methods are the tools and techniques that make the researcher achieve the research
aims and objectives. The researcher identifies and selects the most appropriate and suitable
methods for conducting research in order to get the desired results for the completion of the
research project. This research work has been conducted to know the role of information
systems to satisfy the customers by taken into consideration the information systems of Dell
Inc. The researcher has identified from the existing literature sources that information systems
play an important role in satisfying the needs of the customers and also enabling the
management to take decisions improving their level of performance and competitiveness by
identifying the customer needs and demands. The researcher for this study is going to use the
Saunders research onion as according to the researcher, the use of Saunders research onion
will enable the researcher to identify the appropriate research methods for this study in an
effective manner.
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7.1 RESEARCH PHILOSOPHYThe research philosophy that the researchers use for the accomplishment of the research aims
and objectives makes him adopt a behaviour by which the case under consideration can be
better understood and the researcher can gain knowledge about the case and the research
variables. There are ten distinct research philosophies from which the researchers choose
according to the nature of the research project. For this research project, the researcher is
going to adopt positivism as the research philosophy for gaining knowledge about the role of
information systems and customer satisfaction. The researcher will adopt the behaviour of a
natural scientist and would come to know about the relationship between research variables.
This philosophy will enable the researcher to conduct the research work in a systematic
manner.
7.2 RESEARCH HYPOTHESISH1: Information systems play a significant positive role in satisfying the customers.
H0: Information systems do not play a significant role in satisfying the customers.
7.3 RESEARCH APPROACHThere are two distinct research approaches. One approach is used to build the theory from the
collected data which is called inductive approach while the other is used to test the existing
theory or the built hypothesis from the existing literature sources or theories which is called the
inductive approach. In this study, the research purpose is to know the influencing role of
information systems on the satisfaction of customers. This study is not conducted to build a
theory; therefore deductive approach will be used by the researcher (Collis and Hussey, 2003).
7.4 RESEARCH STRATEGYThe research strategy choice depends upon the needs of the study. A research strategy is
applied to collect the most appropriate and relevant data for the research so that the research
project could be completed in an effective manner. There are seven research strategies
identified in the Saunders research onion and some of these show appropriateness with the
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deductive approach while some show relevancy with the inductive approach. However the
researcher can select any of the research strategies according to the needs of the research
study. The researcher in this study is going to use survey as the research strategy. This strategy
will the researcher to collect data from large number of respondents which also proves and
justifies the requirement of positivism and deductive approach. The data will be easily
generalised and will also be collected in an economical way (Easterby-Smith, et al, 2008).
7.5 RESEARCH CHOICEThere are three research choices available to the researchers and the researcher selects such a
research choice which can fulfil the research purpose. The researcher either selects to collect a
qualitative data or quantitative data or both the qualitative and quantitative data. This study
has been conducted to know the role of information systems to satisfy the customers and how
the information systems could be used to satisfy the customers. This purpose of the research
project could be achieved by collecting both the quantitative and qualitative data. More useful
and effective data could be generated by the selection of this research choice (Ghauri and
Grnhaug 2005).
7.6 RESEARCH INSTRUMENTSThere are different research instruments that the researchers use for the achievement of
research aims and objectives. Following are the research instruments that would be used for in
this research project:
7.6.1 DATA COLLECTION
7.6.1.1 PRIMARY AND SECONDARY DATA Primary data is the data that will be collected by the researcher for the first time for achieving
the purpose of this study. The researcher will collect primary data from the employees and
customers of Dell Inc. as Dell Inc. has been selected as a case organisation for the study. This
data will provide the researcher information that whether the systems integrated by the Dell
Inc. are useful enough to influence to satisfy the customers and collecting primary data from
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customers will make the researcher know whether the information systems of Dell Inc. is
satisfying them or not. The researcher will collect secondary data from the existing literature
sources and those sources are journals, articles, websites, newspapers and books. These will
help the researcher to gain knowledge about the research variables under consideration
(Hewson, et al, 2003).
7.6.1.2 DATA COLLECTION INSTRUMENTSThere are different research instruments that the researchers use for the purpose of collecting
data and getting information from the identified respondents. The most commonly used
research instruments are the questionnaire, observation and interviews. However the
researcher in this study is going to collect information from the employees and customers by
constructing a questionnaire. This will help the researcher in asking and gathering information
required by the researcher for the study. The customers will be accessed using social networks
and visiting the Dell centres in Pakistan while the employees of Dell Inc. will be contacted at
Dell centres in Pakistan and the information regarding the information systems and customer
satisfaction will be retrieved (Jankowicz, 2005).
7.6.1.3 SAMPLE SIZE AND SAMPLING INSTRUMENT The sample size for this study will be 100 respondents. The researcher will select 80 customers
of Dell Inc. and 20 employees for collecting data. This is a sufficient sample size according to the
information required for the study and will serve the research purpose. The sampling technique
for the study will be convenience sampling as this will make the researcher easily gather the
information required for the study (Fisher, 2004).
7.6.1.4 RESEARCH DATA ANALYSISAs the researcher for this study will collect both the qualitative and quantitative data, therefore
both the methods of qualitative and quantitative analysis will be used. Qualitative data will be
analysed using grouping and categorisation of similar data while quantitative data will be
analysed using tables, pie charts and regression analysis. The researcher will present the both
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the qualitative and quantitative data in tables and will analyse the research findings (Fisher,
2004).
7.7 RESEARCH ETHICSIn order to prove the research work more valid and authentic, it is most important that the
researchers focus on following the ethical codes of doing research projects. The researcher will
not copy any data from any source directly but will reference the data from wherever it has
been taken. The researcher will not disturb any of the customers and the employees but will
collect data according to their willingness.
8 RESEARCH TIME PLANMonth April May June July August
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Literature Review
Methodology
Analysis
Conclusion
Recommendations
Introduction
Reviewing the
research
Finalizing the
research
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http://www.shrm.org/hrdisciplines/technology/Pages/TechnologyIntro.aspxhttp://www.shrm.org/hrdisciplines/technology/Pages/TechnologyIntro.aspxhttp://www.shrm.org/hrdisciplines/technology/Pages/TechnologyIntro.aspxhttp://www.shrm.org/hrdisciplines/technology/Pages/TechnologyIntro.aspx8/22/2019 Research Methods, Prposal by Imran Khan
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