"for another for which the screening of the idea becomes mandatory. (DavidKirkpatrick, n.d.) However, the screening step ultimately does not reap the benefitsof the idea but gives an analysis of the overall situation and would help in the futureprojects as well. (Booz et al, 1982)22 RESEARCHPROCESSResearchers have argued that the development process must start and end with theconsumers. (R I Campbell et al, 2007; 617) Research, being the most fundamentalof all the steps, should be creatively developed in order to reveal the facts andorganization needs, as insisted by William E. Ross(December 14, 1979) in aninterview. Marketers across different organizations misinterpret with the methodologyof the research process and often fail to grasp the required information out of it.Firms usually acquire the desired knowledge of its consumers through twoprocesses; organizational learning and searching. Studies have shown that R&Dpersonnel of a firm are usually engaged in developing a better understanding of theconsumers and the competitive market by conducting various consumer researches.What is laid in the core of research is people; consumers, marketers, competitorsetc. Hence a successful research would emphasize on knowledge innovation inorder to acquire the in-depth understanding and skills in a particular market. (Lester,1998; 219)st The 21 century marketers have demonstrated a need of innovation and sturdy R&Dto succeed.A research activity should be appropriate to be applied in the productdevelopment process. Too advanced information or too basic information may hinderthe firm`s success. As quoted by Tim Studt(October 24, 2007), corporate researchbeing a global operation, the R&D operations are not bounded with cross countrybarriers. For instance, U.S. based IBM have extensive operations in India than it hasin U.S. On the other hand, Asian pharmaceutical companies have more researchfoundation in U.S. as compared to any other country. The most profound purpose ofresearch is to gather and analyse the information about the consumers` needs andpreferences on the basis of which the product plan will be laid.The current scenariostates IBM, DU Pont and General Electric to be the topmost business firms tounderstand its customers well and thus deliver the best possible services to itscustomers. These companies are found to have subsequent growth results over thepast five years principally based on the worth contributed by their R&D operations.(www.rdmag.com, 2007;October 24)23 Critics argue research to be as by the consumers and for the consumers. It allows afirm to a more comprehensive approach to design in order to deliver the bestpossible outcome to the consumers. (Brenda Happell and Cath Roper; n.d) Mostorganization adopt various research techniques; direct mailing, questionnaire,consumer responses but the most widely used and accepted is the internet researchwhich is at the core of every firm irrespective of its size. Apple`s research made itpossible to discover the need of advanced music applications and the resultant wasI-Tunes by the brand. However, the environment of consumers it existed iscomparatively modern. As scholars argues that the environment factors play aconsiderable role in the selection procedure by the consumers. (Richard C.Leventhal, 1984) The factors that will eventually affect the consumers’ selectionchoice can be analysed through market research. Consumers should be involved aspartners rather than as subjects in order to alter the power differentials. 24 "