Advantages And Disadvantages Of Digital Technology

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
Research Title.........................................................................................................................1
Aim.........................................................................................................................................1
Objectives...............................................................................................................................1
Question..................................................................................................................................1
Rational of Study....................................................................................................................1
LITERATURE REVIEW................................................................................................................2
Terminology of digital technology.........................................................................................2
Impact of e commerce on high street shops...........................................................................3
Advantages and disadvantages of digital technology on high street shops of London..........3
RESEARCH METHODOLOGY.....................................................................................................4
TIME SCALE..................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Research Title
“To ascertain the influence of digital technology on high streets shops in London”.
Digital technology ha created boom in society by offering convenient way of buying and
selling goods. The technological advancement is setting competitive benchmarks for
organisation at worldwide level (Vendrell-Herrero and et. Al., 2017). Digital connection of
consumers is driving unstoppable revolution for retailers. Like UK retail is the third largest
industry of world in accordance to sales. However, evolution of e commerce has created various
challenges and barriers for companies which has become turbulence to their survival.
Apparently, advancement in technology has created various opportunities for business. It helps
the firm in enhancing consumer experience, connecting with consumers and empowering
employees (Warschauer and Matuchniak, 2010). The increasing use of portable devices and
smart tools like face prima, social media advertising etc. has created big opportunity for the
companies to connect with worldwide buyers.
Aim
“To ascertain the influence of digital technology on high streets shops in London”.
Objectives
 To assess the concept of digital technology and its tools.
 To analyse impact of e commerce on decreasing high street shops.
 To assess limitation and benefits of digital technology on high street shops in London.
Question
 What is digital technology and its different tools?
 How e- commerce is impacting high street shops?
 What are the benefits and limitation of digital technology on high street shops of
London?
Rational of Study
The motive behind conducting this study is to determine appropriate use of
technological tools. It will assist in developing understanding over various aspect of
business which requires changing with changing technology (Westerman, Bonnet and
McAfee, 2014). However, this topic is chosen because of academic and personal interest,
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because the changes in working pattern of high street stores are noticeable and are
influencing shopping preferences domestic buyers.
LITERATURE REVIEW
Terminology of digital technology
Vendrell-Herrero and et. Al., 2017, has stated that digital technology has created
radical change in business world by making easy management of business functions. It is the
source which is helping firm in connecting with worldwide buyers via e commerce. Offering
online products and services is the biggest advantage which is been sued by leading
enterprises of UK like, Tesco, Marks and Spencer etc. Technological tools like social media
advertising has reduced the manual working of marketing team. It is promotional tool in
which the marketing head only neds to focus on making attractive commercial. According to
Taiminen and Karjaluoto, 2015, cloud computing is the technique which helps the firm in
administrating and documenting all record at one place. It is digital recording of information
every business information. In addition, the author discussed about the various appreciation
like Amazon on which the firm offers its products at minimum price in comparison to store
and also enables the free home delivery option. Moreover, there is bio metric system which
is used by an enterprise make digital record of employee attendance which helps thin
reducing business and favouritism in workforce planning, leave policy and changing HR
plans.
As per the views of Quinton and et. al., 2017, digital technology has made easy
management of business operations. Technological tools assist the organisation in attracting
worldwide consumers which helps in boosting sales and grabbing attention of large
population at one time. It is source which is effective and is beneficial for boosting sales
instantly. The advancement has made payment easy and safe for global buyers. Moreover,
the customer relationship management software is assisting several business enterprises in
managing effective customer relation by dealing with queries online instantly. With the help
of this software the management is able to get feedback about products and services
instantly. Thus, it can be said that online connection assist the enterprises in analysing and
measuring consumer response towards their products ad services.
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Impact of e commerce on high street shops
According to Morgan-Thomas, 2016, e commerce is online platform for selling
goods and services. It is option which has assisted enterprises in establishing their existence
in worldwide market. The scholar discussed about the changing trends of online market
which benefits the sale of firm like, offering product at discount in midnight helps the
company in gaining potential consumers and determining their needs. The on lien market
has increased the chance of growth and development of various domestic retailers.
However, McCann and Barlow, 2015, has stated about impact of e commerce on high street
shops in London. The shops are the custom stores which are located at prime location in
country. The goals of these stores is grab domestic buyers and to create recreational buying
experience by solving queries on the spot. The organisations are also focused on dealing
with problem of choice which is faced by buyers in branded products and services.
Apparently, Fichman and et.al., 2014, advancement in technological tools has limited the
sales of hight street stores because online shopping has led to drastic shift of buyers to
online purchase. E commerce has turned market and consistency of high street stores
challenging. Similarly, Giaoutzi, 2017, has discussed about motive of local stores which is
developed convenient market of domestic buyers by easy interaction. It provides security of
payment, buying and getting same products which has been chosen whereas e commerce is
the platform which is risky and can be lead to extended delivery, lack if interacting with
seller, risk of quality etc. The local stores are engaged with public and provided various
choices for buying according to consumer preferences, but emergence of commerce has
devastated sales of high store business.
Advantages and disadvantages of digital technology on high street shops of London.
Meskendahl, 2010, has stated the advancement in technology has drive business world to
heights of success. These days almost every firm ha implemented one or other tool of digital
world in order to make management function systematic and easy. Implementation of digital
technological tools like Wi-Fi is beneficial for high street shops of London, as it helps the
customers in getting easy access to online payment and loyalty cards. It is an effective
technique as it helps the buyers in collecting points for very shopping which can be
redeemed in another shopping. Further, the cards assist the person in redeeming points in
case of managing cost function. However, Lai, 2011, has discussed about emergence of e
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commerce which has created turbulence in sale of high street store. The emergence of E
commerce led to a shift in consumers. As per Fitzgerald and et.al., 2014, consumer
preferences online services are more beneficial because in this the apart from choices buyers
gets various unlimited benefits such as, midnight discount, low prices at weekends, buying
and get 2 schemes etc. Digital technology has assisted high street shops in analysing
innovation management and getting in touch with market trends but on the other hand,
emergence of e commerce has decreased market of street store because maximum
population has shifted to online buying activities. Due to increasing online buying and
selling the markets of local stores have gone down. It is the most common reason that now
small business organization do plan to offer in domestic market which impacting economic
development and contribution.
RESEARCH METHODOLOGY
Research Philosophy
Philosophy helps in developing critical understanding over research aims and
objectives. There are different type of philosophy that is explanatory, exploratory,
descriptive etc. IN explanatory and descriptive the researcher services information in
theoretical format which offers no clear understanding it is based on one aspect (Gale,
Heath and Redwood, 2013). Whereas exploratory is the philosophy focuses on exploring
various aspect of study which helps in developing clear understanding over aims and
objectives. Thus, in this research the researcher will implement the use of exploratory
research where the individual will explore the aims of the study which to analyse impact of
e commerce on high street shops of London.
Research approach
It is a methodological tool which helps the scholar in making study and process
systematic. Implementation of suitable approach according to study derives roadmap to
entire investigation (Geerts, 2011). There are two research approaches that is inductive and
deductive where in deductive approaches helps in researcher in implementing use of
theories and modes where inductive is based on logical reasoning. Thus, in this study, the
scholar will implement the use of inductive approach which will help in drawing conclusion
to study by logically comparing and analysing information on the basis of discussion and
arguments.
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Sampling
Sampling is the process in which the scholar chooses small group of population from
large group. Determining valid sample is the crucial responsibility of research because it is
the source which helps in gathering information. There are various types of sampling such
as stratified, random, cluster, probable, non probable etc. However, in this research the
investigator will implement the use of random sampling in which sample size will 10 high
street sop owners which will helps in determining impact of e commerce on their business.
Data collection
Data collection is the complex process of research where the researcher focuses on
various sources of collecting data. There are two data collection process that is primary and
secondary where in secondary, the individual focuses on collecting information from past studies
and facts. The sources of secondary data collection are governmental publication, articles,
statistic, books and journals (Zumitzavan and Michie, 2015). Apparently, primary data is
collected through, interview, focus group, questionnaire, survey etc. Thus, in this study, the
scholar will collect information through both primary and secondary data collection method in
which for secondary resources will be books, journals and articles whereas primary data will be
collected through interview of 10 owners of high street shops in London.
Data Analysis
Data Analysis is the critical part of study because in this researcher aims at analysing
gathered information. There are two type of data analysis method that is qualitative and
quantitative where in quantitative the person aims at interpretation information in numerical
terms which can be quantified. However, in qualitative analysis the person aims at
interpretation information in descriptive form. Thus, in this study the researcher will
implement the use of qualitative analysis where the individual will make use of tool that is
thematic analysis, where themes will be formed on the basis of questionnaire in order to
interpret collected information.
Ethical considerations
Ethical consideration is the most vital part of study which can not be ignored. In this
the researcher focuses on respecting beliefs, values and emotions of respondents (Miller,
Birch and Jessop, 2012). Further, to make study ethical the individual will reference the
study. In order to data more viable the scholar will cite every possible argument and
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discussion in order to make information viable and reliable. Ethical adherence in study will
be based on questioning of high street owners where the researcher will ensure that no
owner is forced to share confidential information about their customers.
Research limitation
Limitation in research is most restrictive part which limits data collection and
analysis. These are those factors which hinders the entire study and its information like in
this research the scholar will bound under time constraint due to which the person will be
liable to conduct interviews at earliest possible. Apart from this, analysing data on equal
notes with no biasses is also a limitation to researcher.
TIME SCALE
Activity 01/
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Identifying
research
objectives and
questions
Reading
literature
review
Presenting
research
proposal
Meeting
supervisor
Drafting
Research
Proposal
Drafting
Introduction
Drafting
Literature
review
Drafting
methodology
Determining
questions for
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interview
Seeking and
contacting
Interviewees
Setting
Interview
Evaluation
and alteration
of interview
questions
Conducting
Interview
Printing of
interview
transcripts
Analysing
Primary data
Draft
Findings
Drafting
Conclusion
Drafting
Limitation
Drafting
recommendati
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Drafting
Executive
summary
Extracting
Appendices
Printing and
binding all
data
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REFERENCES
Books and Journals
Fichman, R.G. And et.al., 2014. Digital innovation as a fundamental and powerful concept in the
information Systems curriculum. MIS quarterly. 38(2).
Fitzgerald, M. and et.al., 2014. Embracing digital technology: A new strategic imperative. MIT
sloan management review. 55(2). p.1.
Gale, N. K., Heath, G. and Redwood, S., 2013. Using the framework method for the analysis of
qualitative data in multi-disciplinary health research. BMC medical research
methodology. 13(1). pp.117.
Geerts, G. L., 2011. A design science research methodology and its application to accounting
information systems research. International Journal of Accounting Information Systems.
12(2). pp.142-151.
Giaoutzi, M., 2017. Tourism and regional development: New pathways. Routledge.
Lai, K.W., 2011. Digital technology and the culture of teaching and learning in higher education.
Australasian Journal of Educational Technology. 27(8).
McCann, M. and Barlow, A., 2015. Use and measurement of social media for SMEs. Journal of
Small Business and Enterprise Development. 22(2). pp.273-287.
Meskendahl, S., 2010. The influence of business strategy on project portfolio management and
its success—a conceptual framework. International Journal of Project Management.
28(8). pp.807-817.
Miller, T., Birch, M. and Jessop, J. eds., 2012. Ethics in qualitative research. Sage.
Morgan-Thomas, A., 2016. Rethinking technology in the SME context: Affordances, practices
and ICTs. International Small Business Journal. 34(8). pp.1122-1136.
Quinton, S. and et. al., 2017. Conceptualising a digital orientation: antecedents of supporting
SME performance in the digital economy. Journal of Strategic Marketing. pp.1-13.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development. 22(4). pp.633-651.
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Vendrell-Herrero, F. and et. Al., 2017. Building international business bridges in geographically
isolated areas: The role of foreign market focus and outward looking competences in
Latin American SMEs. Journal of World Business. 52(4). pp.489-502.
Warschauer, M. and Matuchniak, T., 2010. New technology and digital worlds: Analyzing
evidence of equity in access, use, and outcomes. Review of research in education. 34(1).
pp.179-225.
Westerman, G., Bonnet, D. and McAfee, A., 2014. Leading digital: Turning technology into
business transformation. Harvard Business Press.
Zumitzavan, V. and Michie, J., 2015. Research Methodology. In Personal Knowledge
Management, Leadership Styles, and Organisational Performance (pp. 27-34). Springer
Singapore.
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