1. 2010/Jun/03 Ram Technological hypothesis research planin the CRM future

2. Homework

• We studied some of following technology hypothetical research model/frameworkfor CRM technology research

• • Technology Acceptance Model (TAM)

• • Task-Technology Fit Models (TTF)

• • Computer Self-Efficacy (CSE)

• We are finding that Technology Acceptance Model (TAM)is the simple and would be appropriate for CRM technology research

3. 1 Technology Acceptance Model (TAM) - Theoretical BackgroundTAM is applied in various fields and widely used by the researchers in order to make a better understanding of adoption and use of technology External Variables Perceived usefulness Attitude Towards Perceived ease of use Behavioral Intention to use Actual System Use Technology Acceptance Model (TAM)

• Perceived Usefulness ( PU ):T he degree of performance for a person who uses a particular system. The person believes that his/her performance is enhanced by using the system.

• Perceived Ease of Use ( PEOU ): T he extent to which an individual believes that using the system will be free of effort

4. Extended TAM Research Model UTAUT 5. Research Model for CRM technology researchWe need CRM marketing effect hypothesis planand details because we are mapping technology objective with business objective here. 6. Research Questions 6 7 3 Expiration of maintenance, Decrepit Security What is the risk When not conforming to transition of technology No Research QuestionsReference Example 1 What is the module included in the whole ofCRM composition? Web site, Dealer, Sales, PR AD,and Call Center 2 What is a big difference between a current CRM technology and the future CRM technology? Cloud computing Open source 4 What is the differentiation of the business competitive tothe change in the technology concretely? System life cycle Cost, Speed Stability, Maintainability 5 What is the area distinction (technical side) thatshould be thought by the CRM aspect? A areaB areaC area 7. Research Method Survey

• Internal Survey

• • Use survey application

• • It would be host with Company domain

• • Design a mailers to send all participants

• • Get group companies participant list

• External Survey

• • Use social media like linkedin, Facebook, Twitter etc. to prepare participant list and send mailers to join survey

• • We would like to prepare 2000~3000 external participant list as per wide demographic, gender, experience etc.

• • We are assumingresponse rate of 5~6 %

8. Research Method Brainstorming

• Brainstorming on VC

• • 2-3 round brainstorming session

• • We would like to use Nominal Brainstorming technique

• • • The nominal group technique is a type of brainstorming that encourages all participants to have an equal say in the process. It is also used to generate a ranked list of ideas. http://en.wikipedia.org/wiki/Brainstorming#Nominal_group_technique

• Electronic brainstorming

• • This is the new way of brainstorming. We would like to use Social Media Platform like linkedin and many other professional forum to post topic/ hypothetical model

• • 1-2 moderator from will moderate

• • We would like to do this activity on top 3 professional social media platform and top 5 CRM technology forums

9. Research Method Interviews

• Interview with(50~75 interview)

• • Telephonic interview (5-15 Min. )

• Interview with external world (5~10 interview)

• • Consultant

• • CTO

• • Project Managers

10. Research Method Literature Review

• Literature Review Secondary Data Research

• • We would like to use Internet for secondary data research

• • Case studies, Business reviews, Success Story etc.

• • Planned for 20~25 Literature review

• • There are some paid services from business research organization like Forrester, Harvard etc.

11. Research Method Meta Analysis

• Forms of Research Findings Suitable to Meta-Analysis

• • Central Tendency Research -prevalence rates

• • Pre-Post Contrasts -growth rates

• • Group Contrasts

• • • experimentally created groups: comparison of outcomes between treatment and comparison groups

• • Association Between Variables

• • • measurement research

• • • • validity generalization

• • • individual differences research

• • • • correlation between personality constructs

12. Research Method Finding& Research Questions

• Findings

• • We would like to submit our findings in the form of research report (20~25 pages)

• • We will also submit all reference documents, Research data etc.

• Research Question - decision points

• • Based on research finding we will submit important decision point to select appropriate technology for CRM technology advancement.

13. Any Questions????? Please feel free to ask.