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Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Chief Consulting Editor's Desk
Rajita Chaudhuri
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Determined after a comprehensive nationwide survey, the most definitive listings of India’s IT Giants and Most Admired E-Commerce Companies is here!

The following entails the research methodology that was undertaken to finalise the 4Ps Business and Marketing listing of India’s IT Giants and India’s Most Admired E-commerce Companies. The research methodology commentary provides inputs on the structure of the research process undertaken, apart from the analysis and depth of interpretation that has gone into assessing the data collected during our nation-wide research, across all small, medium and large enterprises in the specific industries’ categories in association with our research partner, Indian Council of Market Research (ICMR).

A stringent multi-phase research methodology was followed by 4Ps Business and Marketing, in research partnership with Indian Council for Market Research, for determining the 4Ps Business and Marketing listing of India’s IT Giants and India’s Most Admired E-commerce Companies.

The selection for IT Giants has been done after an extensive research across 2532 small, medium and large IT enterprises. The selection for Most Admired E-Commerce companies has been done after a similarly extensive research across 757 e-commerce companies.

The survey was conducted over three discrete and consecutive stages:

Stage 1:

The survey was initiated by preparing a list of 2532 IT companies and 757 e-commerce companies across India. From this super-list, the initial list of 600 IT companies and 200 e-commerce companies was generated based on their brand recall, reach, revenues, market capitalization, availability, demand and growth. These companies in both categories comprised both B2C and B2B enterprises. The industry segmentation was done significantly as per the standard adopted by predominant industry research bodies.

Stage 2:

Based on the initial generated list, a survey was conducted amongst 8,000 plus respondents from 29 States and one Union Territory (Delhi) of India.

Two structured questionnaires were formed and one-on-one interviews were carried out in the abovementioned geographical locations. The ten factors for which responses were procured for each surveyed IT and e-commerce brand from the 8,000 plus respondents were as follows: Brand recall, brand awareness, brand preference, brand image, brand performance, brand association, brand trust, brand sustainability, brand loyalty and brand positioning.

For factoring out specific characteristics, additional factors with tested weightage with respect to “brand gross market value” was utilised for the listing of IT Giants, and “brand admiration” was utilised for the listing of Most Admired E-commerce Companies. In order to avoid sequential bias, the order of the enterprises was changed for each of the surveyed geographies. Each State was divided into four zones – namely north, south, east and west – to ensure distributed coverage within the State in terms of the target audience.

The respondents covered were classified as both B2C consumers and B2B consumers, to ensure appropriate response strength for all the brands being researched. The respondents rated each of the brands on the given parameters on a scale of 1-5 (where 1 stood for minimum and 5 for maximum on each respective parameter).

Stage 3:

The results from Stage 2 were put through proprietary, stochastic, factor-analysis models to ensure appropriate filtering and tabulation of the abovementioned companies. From the list of enterprises shortlisted in Stage 2, a further sorting was implemented to filter out companies that qualified above the stochastically determined 4Ps B&M Factor Index.

From this list, the top 100 IT Giants and the top 100 Most Admired E-commerce Companies were chosen. This is the listing that you will witness in the upcoming pages of this magazine.

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