The relation between Indian sentiments and investment in gold has been well established since time immemorial. However, recent investment surveys have shown that the yellow metal has lost some lustre and the younger investor is looking at other financial instruments. A large banking and investment conglomerate would like to assess whether financial sentiments are different in old and young investors. What is the pattern of investment in the last decade and whether there are any shifts related to the global sub- prime crisis? The Bank CMD is of the firm opinion that investment is not always a rational and well deliberated decision, and there could be multiple factors impacting this. As an investment counselor and consultant, the organization should be aware of this and suitably build this into its financial products and services to service the investment better and also lead to increased profits for the company. In the light of this scenario:

(a)How would you formulate your management research questions?

(b)What could be the mix of variables that could impact the investor decisions? Is it possible to represent the same through a theoretical framework?