Research Ethics Approval Form

This document is a Research Ethics Approval Form used to ensure ethical practices are followed in research studies. It covers key aspects such as informed consent, data protection, storage, and potential ethical issues that researchers must address. Participants' rights and well-being are emphasized throughout the form.

BUSINESS RESEARCH
PROJECT

Table of Contents
CHAPTER 1 INTRODUCTION.....................................................................................................1
Title: The impact of digital technology on marketing at Sainsbury.......................................1
1.1 Research proposal.............................................................................................................1
1.1.1 Research project description..........................................................................................1
1.1.2 Research aim and objectives.........................................................................................1
1.1.3 Reasons for select research project................................................................................2
1.1.4 Activities and time scale................................................................................................2
CHAPTER 2 LITERATURE REVIEW..........................................................................................5
2.1 Introduction......................................................................................................................5
2.2 Literature review..............................................................................................................5
M1 ..........................................................................................................................................7
CHAPTER 3 METHODOLOGY....................................................................................................8
3.1 Type of research...............................................................................................................8
3.2 Research design................................................................................................................8
3.3 Research philosophy.........................................................................................................9
3.4 Research approach............................................................................................................9
3.5 Data sampling...................................................................................................................9
3.6 Methods of data collection.............................................................................................10
3.7 Ethical consideration......................................................................................................10
M2.........................................................................................................................................10
D1 ........................................................................................................................................11
CHAPTER 4 DATA COLLECTION AND ANALYSIS..............................................................12
4.1 Data collection................................................................................................................12
4.2 Data presentation analysis and discussion......................................................................14
M3.........................................................................................................................................21
D2.........................................................................................................................................21
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................22
5.1 Recommendations..........................................................................................................22
5.2 Conclusion......................................................................................................................22
CHAPTER 6 PERSONAL REFLECTIVE STATEMENT...........................................................23
6.1 Areas for further research...............................................................................................23
M4.........................................................................................................................................23
D3.........................................................................................................................................23
REFERENCES..............................................................................................................................24
Research Ethics Approval Form...........................................................................................26

CHAPTER 1 INTRODUCTION
Title: The impact of digital technology on marketing at Sainsbury.
1.1 Research proposal
1.1.1 Research project description
Background
Digital technology consist marketing of products and services with using advance tools
such as mobile phone, advertisements, internet, etc. It means companies getting a platform where
marketing plans are incorporates in efficient manner (Willems, Smolders and Schöning, 2017).
There are several methods exist in digital marketing such as search engine optimisation, search
engine marketing, content automation, data driven marketing, e-commerce marketing, etc. In
addition to this, there are several tools implemented such as e-books, social media marketing
advance technology, etc. Beside this, in today's time digital marketing also extended in non
internet channels which provide digital media such as mobile phones that transfer through SMS,
MMS, etc.
Rationale
In the business, digital marketing play very important role because they continuously
change their plans and boost with new strategies. Digital advertising techniques helps to
implement functions with online paying (Roggeveen, Nordfält and Grewal, 2016). In addition to
this, in Sainsbury most of the promotional activities and conversion completed with digital
technology. It assists to deal with the sales and activities completed to make efforts with search
engine optimisation. Further, it is also helps to generate more revenue to gain advantages and
appreciates for better aspects.
1.1.2 Research aim and objectives
Aim:
“To analyse the impact of digital technology application on effectiveness of marketing functions
of Sainsbury Plc”
Research Objectives:
 To understand the application of digital technology and its influence on the business
operation of Sainsbury.
 To evaluate relationship between marketing and digital technology.
1

 To identify benefits of digital technology on marketing and promotion of Sainsbury To recommend ways that can advance digital technology application within Sainsbury.
Research questions
 What do you understand the application of digital technology and its influence on the
business operation of Sainsbury?
 How you evaluate relationship between marketing and digital technology?
 What are the benefits of digital technology on marketing and promotion of Sainsbury?
 What recommend ways that can advance digital technology application within
Sainsbury?
1.1.3 Reasons for select research project
In respect to select the research project, following reasons are mainly existed in the
business:
 Scope: In order to increase revenue and profit of the business, there is wide scope of
digital technology in it. In this consideration, digital technology helps to increase
attraction of customers and perform several operations in market. Furthermore, easily
communication will be placed in the business environment that helps to make creative
results at workplace of Sainsbury.
 Interest: Researcher has wide interest to know about the digital technology in retain
sector businesses. In respect to consider development of the company, researcher wants
to interrelate digital technology and outcomes of Sainsbury. It also helps to increase
economic productivity at workplace.
 Knowledge: Further, researcher has wide knowledge about the digital technology. In
addition to this, he wants to know about the importance of it in succeeding in retain
business. Sainsbury is one of the oldest and big supermarket in UK so that it helps to
increase knowledge towards the selected topic.
1.1.4 Activities and time scale
Activities Week 1 Week
2
Week
3
Week
4
Week
5
Week
6
Week 7 Week
8
Week
9
Week
10
Week
11
Defining
2

research
proposal
Defining
background
or rationale
for study
Literature
review
Deciding
aims and
objectives
Finalizing
aims and
objectives
Devising
the
questionnai
re
Gathering
data
Examining
the data
Rogge
veen,
Nordfä
lt and
Grewal
,
(2016)
Finding
3

Recommen
dation and
further
areas to be
consider
Final
Submission
Rogge
veen,
Nordfä
lt and
Grewal
,
(2016)
4

CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
Digital technology is wide concept in retail industry so that different people perceive
distinguish view towards it. It is the important term that describes integrated marketing services
that attract customers through online methods. Hence, literature review provide importance and
utilisation of digital technology through multiple channels. Social media and online advertising
helps to connect customers with marketing programs.
2.2 Literature review
The application of digital technology and its influence on the business operation of Sainsbury
As per the view of Piotrowicz and Cuthbertson, (2014), digital technology leverages with
electronic devices that provide experience which influence to customers to attract desire
audience. It is more complex in the real term which simply define as the channel of delivery.
Across the channels, it consists experience from first touch point to customer. In respect to
consider in term of business operation, Roggeveen, Nordfält and Grewal, (2016), stated that
digital marketing create shape to the variety of elements to understand and meet with social
expectations. It is the best way to meet with expectations of target audience in Sainsbury. In
addition to this, it can be stated that it helps to influence to users towards the products and
services of business. In this way, several tools can be used such as search engine, social media
marketing, etc. It could be considered in all available technologies and platforms which is
effective to use the right platform as tactic to reach towards target audience.
However, Poncin and Mimoun, (2014) argued that digital technology is activity that help
to engage customers through digital channels through using mobile, social activities, etc. All
these elements helps to increase seeking information in systematic manner. There are several
strategies included to offer informative content in the form of trusted source. In contradicting,
Willems, Smolders and Schöning, (2017) said that digital technology is the method that can be
used any time to connect devices to reach towards the people with important content. It helps to
engage in digital marketing in the business.
Relationship between marketing and digital technology
According to the view of Dodgson, Wladawsky-Berger and George, (2015), marketing is
a managerial function which includes set of procedures. In this way, generating, cooperating and
5

value providing which improves relationship with customers to earn money in Sainsbury.
Nowadays, all these activities perform by digital tools such as social media, internet, search
engine marketing, etc. Therefore, marketing and digital technology interrelated with each other.
In addition to this, Hagberg, Sundstrom and Egels-Zandén, (2016) stated that marketing includes
scheduling and performing formation, assessment, spreading and promoting products or services.
Therefore, company objectives will be attain with using digital technology. In the traditional
method each transaction consist more time and cost to attract customers. Therefore, digital
technology create easy marketing activities to make long term relationship with customers.
Better network satisfy needs and requirement of each customers easily.
Furthermore, Ansah, Narh-Bana and Whitty, (2015) generated their views marketers able
to attain their creative objectives and goals through integrated marketing information with each
customer. Using computers and digital technology helps to defined E-marketing in the business
between the customers and firm as well. Internet and other information technologies simplify to
create link and generate importance as well. Beside this, Huang, Lee and Evans, (2015) explored
their views marketing managers need to concentrate on several types of resources through they
are able to make effective promotion with cultural activities. Global companies create their
relationship because of the high technology competition and great advancement. Mobile
marketing is the important way that create more value to customers and attain desired outcomes.
Benefits of digital technology on marketing and promotion of Sainsbury
As per the view of Kehoe and Mateer, (2015), digital technology implement online
marketing which assists to moving online and create large consideration in business. In this
aspect, marketing expenses considered to online marketing. In respect to create social network,
firm able to develop their products and services in different areas of the world. Beside this,
Kenney and Zysman, (2015, June) argued that Sainsbury gets benefits through focus on the
women requirement because they are purchasing more than compare to men. In respect to
implement the pay per click advertisement, there are more challenges has been implemented to
online advertisers.
In order to consider the view of Grishikashvili, Dibb and Meadows, (2014, April),
exponential growth of marketing determines through electronic media through using internet. It
enhances growth of the marketing through implement digital technology tools. In these days,
many marketers prefer to use the modern marketing so that they can easily attract more customer
6

together. This is because, rapid growth of the technology create more opportunities to increase
sales and profits of the business. However, Verhoef, Kannan and Inman, (2015) stated that
digital-marketing practices suggested sponsor products and services which could be influence to
customers. Digital-marketing succeeding in accomplishment of goals and objectives through
applying electronic connection. It marketing is the knowledge and preparation to create
marketing of products and services through advanced tools.
Recommend ways that can advance digital technology application within Sainsbury
According to the point of Jayaram, Manrai and Manrai, (2015), Sainsbury need to adopt
virtual mannequins that helps to look towards the products and services. In this consideration,
several ranges of options could be implemented at workplace of Sainsbury. It is the good way to
increase store experience that appeal to mobile users. It includes viewing products reviews and
applying online as well. Furthermore, Straker, Wrigley and Rosemann, (2015) stated that virtual
rail also helps to make innovative results at workplace. In this consideration, innovative results
could be implemented in Sainsbury because it is retail business. In this way, singing and dancing
version of browser implemented as the virtual rail. At the floor height screen, touch enable to
create outfit inspiration. Video display on the rail also recommend that scanned and selected
items helps to target people which increases credibility.
Beside this, Roggeveen, Nordfält and Grewal, (2016) argued that digital ceiling helps to
attract from the passing date. Therefore, the latest use of technology increases virtual reality
which increases experience in the London towards retail. 360 degree method could also
implement that assists to increase experience to store regularly. In this way, effectiveness
develops in successful manner so that communication consider important fundamental in
shopping experience. In contradicting, Hagberg, Sundstrom and Egels-Zandén, (2016) said that
retail apps also helps to attract customers in business environment. In this way, Sainsbury able to
purchase items that are guaranteed to fit. With the help of successful app, several benefits helps
to implement at workplace. Social networking also develop effectiveness in retail sector.
M1
With respect to conduct present research, it can be stated that qualitative research strategy
has been used to gather appropriate data and information. In this context, questionnaire prepared
by researcher which develop to conduct survey. Furthermore, it also assists to develop significant
advantages to implement digital technology in retail sector operations.
7

CHAPTER 3 METHODOLOGY
3.1 Type of research
In respect to consider appropriate implementation of digital technology, investigator
collect data with the help of the best method. It is useful to execute right directions with
quantitative and qualitative. Qualitative factor based on assess quality of information that can be
utilised to take effective decisions. On the other hand, quantitative data based on numerical
values that collected from tools to draw appropriate outcomes towards impact of digital
technology. Present study based on qualitative information to draw valid outcomes.
3.2 Research design
Furthermore, research design also important method that can be used to gather relevant
information towards the business outcomes and results. In addition to this, another research tool
is design that classify in several ways and consider effective research at workplace. In this
consideration, different aspects of designs such as descriptive, correlation, semi-experimental,
experimental, etc. implemented in the chosen business environment (Hübner, Kuhn and
Wollenburg, 2016). In order to have effective examination of the selected topic the experts will
focus on the qualitative measures. It allows to have authentic collection of information so that
key norms can be advanced.
In this way, researcher able to find logical true conclusion which is important to consider
proper logic outcomes with implementation of digital technology. Main aim to implement this
theory is that theory testing done to emerging data in appropriate way. Therefore, primary and
secondary both kinds of data collected to develop effective results. In addition to this, there are
different sources adopted such as books, journals, online resources, etc. (Kurnia, Choudrie and
Alzougool, 2015)It is one of the another important component that used to develop blueprint and
it is useful to handle overall problems. There are different kinds of research design placed such
as descriptive, exploratory, experimental, etc. In the present research, descriptive research
design used to carry effective results to accomplish main motive in succeeding manner. It helps
to collect right information to draw valid conclusion. With this regard, customer preferences can
be evaluated with implementing digital-marketing through descriptive research design. In order
to gain competitive advantages, different types of information can be gather.
8

3.3 Research philosophy
Research philosophy considered belief in a way that help to find useful phenomena. In
this consideration, data gathered and analysis that encompasses different research consideration.
There are four kinds of research philosophies exit such as pragmatism, positivism, realism and
interpretivism. In present report, interpretivism philosophy will be employed by the researcher
to have advance results. It is also useful to conduct in depth study about the investigation of the
data in systematic manner (Ramirez, Mukherjee and Kramer, 2015). This is because,
interpretivism approach integrates human interest in whole study to access reality in appropriate
manner. Impact of digital technology on marketing functions emerge with tradition and it seeks
shared information into reality.
3.4 Research approach
In order to consider research approach, there are three types of research approaches exist
that used in whole program. Relevancy of hypothesis is based on these approaches. There are
mainly three methods implemented such as inductive, deductive and abductive (Piotrowicz and
Cuthbertson, 2014). In order to consider present research, the researcher used deductive research
used which is also known as subjective research. This is because, digital technology determine
decision making in thinking process to use them together that aid to take right decision.
Furthermore, it also helps to gain knowledge that is important component in whole program. In
the additional investigation, the researcher can consider the subjective research approach with a
specific end goal to process. It allows to have better viably of the information.
3.5 Data sampling
Sampling determines to collect data and information from whole population. There are
responsibility of researcher to select best procedures to inspect in better way. Probabilistic and
non-probabilistic sampling method. In present research, there are 20 sample size selected to find
valid conclusion. In respect to find useful information present report taking simple random
sampling method that used to find effective results at workplace (Ramirez, Mukherjee and
Kramer, 2015).
9

3.6 Methods of data collection
Data collection information is most essential method which allows to have better
interpretation and analysis. In this, thematic approach of analysis will be accessed by the experts
to have better results to meet objectives. There are two types of data has been collected such as
primary and secondary, primary data collected from questionnaire which design to conduct
survey. On the other hand, secondary data also collected to take decisions to their prerequisite
and appropriateness (Roggeveen, Nordfält and Grewal, 2016). In respect to find the useful
information for present research, survey conducted through questionnaire design in systematic
manner. It will consider through qualitative research analysis. Present study on digital
technology which contain process used to inspect, clean and transform to reach towards
appropriate conclusion. Qualitative data analysis also provides detail outcomes to built about
certain ways to take appropriate actions. As a result, awareness also increases towards digital
technology in each person mind.
3.7 Ethical consideration
In order to accomplish desire results, the present research requires around £580 to
accomplish desired outcomes. In this way, positive results will be ascertain that make creative
functioning towards the enterprise. Furthermore, researcher has responsibility to follow all
essential rules and regulations that are established by the government. It will help to focus on the
creativity which needed in Sainsbury. Moreover, researcher need to concentrate on their findings
that never create negative impact and harm to any person as well. In this study, research
participants that are employees of the chosen business not be subjected to harm in any ways.
Furthermore, dignity of them must be prioritised so that ethical consideration must be taken in
appropriate manner. Source of funding and interests of respondents must be followed by
researcher to maintain honesty and transparency.
M2
In order to collect appropriate data and information, descriptive research design has been
selected which assists to gather in-depth information and data towards present research. As a
result, effectiveness will be develop continuously to attain more creative results. Furthermore,
survey conducted to find appropriate information to collect data. In this regard, researcher need
to implement questionnaire on the basis of they can conclude decision in systematic manner.
10

D1
Descriptive research design in present research study has been selected because it assists
to collect relevant and appropriate data at workplace. With this regard, researcher able to gain in-
depth information and knowledge to deliver significant advantages. Furthermore, it also assists to
implement new tools and techniques at workplace. Therefore, more effective results will be gain
in a succeeding manner. Furthermore, survey conducted with questionnaire that aids in gathering
information from different participants in appropriate way.
11

CHAPTER 4 DATA COLLECTION AND ANALYSIS
4.1 Data collection
In this chapter, survey conducted on the basis of questionnaire. It is most suitable and
effective technique that implement to examine the relevant information that are required at
workplace (Ramirez, Mukherjee and Kramer, 2015). Further, primary information also examine
that enable to consider effective resources for aim and objectives.
Questionnaire
Name:
Age:
Gender:
1. Does the company should implement their own website for digital technology?
 Yes
 No
 Cannot say
2. From the above which element influence to customer to purchase products from online site?
 Ease of purchase
 Accessibility
 Price
 Delivery
 Choice/variety
 Any other
3. In term of grocery products selling, Sainsbury is best company?
 Yes
 No
 Cannot say
4. Which of the following is the best method to implement digital technology at workplace?
 Facebook
 You Tube
 Twitter
 Instagram
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 Any other
5. According to you which of the element helps to engage person with digital technology?
 Brand awareness
 Type and variety of posts
 Personal interest
 Recommendation
6. Which is the most suitable method for implement digital technology in business?
 Facebook
 Twitter
 Instagram
 Any other
7. How much are you satisfying from implementation of digital technology in Sainsbury?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
8. Do you increase marketing activities with implementation of digital technology?
 Yes
 No
 Cannot say
9. Any other recommendation which you want to provide in the chosen business?
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
____________.
4.2 Data presentation analysis and discussion
Theme 1 Employees of Sainsbury said that the company should implement own website
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Does the company should implement their
own website for digital technology?
Frequency
Yes 18
No 1
Can't say 1
Interpretation: In respect to focus on the above graph, it has been summarized that there are
maximum candidates said that digital technology can be implemented through own website in
Sainsbury. There are 18 candidates support it to make innovative results in the business.
Moreover, there is one candidate who said that company does not require any website to
implement digital technology at workplace. Remaining one person stated that it cannot be
interpret that it is suitable for the company or not. At final, it can be considered that the business
need to surely involves their advance results with their own website.
Theme 2 Variety of choices influence to customers for purchasing products
From the above which element influence to
customer to purchase products from online
site?
Frequency
Ease of purchase 1
14
18
1
1
Yes
No
Can't say

Accessibility 1
Price 1
Delivery 1
Choice/variety 16
Any other 0
Interpretation: In order to make effective results, there are 16 employees said that Sainsbury
implement choice and variety in their products and services through customers could be attracted
at workplace easily. Furthermore, there is one candidate that said that due to ease of purchase
maximum customer's can be attracted at workplace. In addition to this, there is one candidate
said that accessibility of the products and services help to make innovative outcomes at
workplace. On the other hand, price is an element that also help to attract different people in the
business unit. Delivery of the products and services depends on the purchasing behaviour of the
customer. As results, it could be interpret that mainly, business need to focus on the increasing
choice and variety of products through customers demand could be fulfilled and attain systematic
results at workplace.
15
1
11
1
16
Ease of purchase
Accessibility
Price
Delivery
Choice/variety
Any other

Theme 3 In respect to implement the grocery products, Sainsbury is best company
In term of grocery products selling,
Sainsbury is best company?
Frequency
Yes 17
No 2
Can't say 1
Interpretation: From the above graph, it has been understands that there are 17 candidates
stated that Sainsbury is the best company to sell grocery products. Therefore, the company using
innovative and unique features through business goals will be accomplish in proper manner.
Further, quality of products and services are very good that make positive impact on the aims
and objectives as well. Furthermore, there are 2 candidates said that the chosen business is not so
good in term of selling grocery products to several customers. Hence, the chosen business need
to implement new products and services through they are able to deliver innovative features at
workplace. Remaining 1 person said that it cannot be interpret that Sainsbury is best or not for
16
17
2
1
Yes
No
Can't say

selling products and services in the UK market. From the above description, it can be said that
Sainsbury is very good company but there are some features need to be include.
Theme 4 Facebook is the best method for implement digital technology
Which of the following is the best method to
implement digital technology at workplace?
Frequency
Facebook 15
You Tube 2
Twitter 0
Instagram 3
Any other 0
Interpretation: In respect to focus on the present graph, it can be interpret that Facebook is main
tool which assists to attract customers towards the business. In this aspect, there are 15
candidates support it in Sainsbury to implement digital technology at workplace. Furthermore,
there are 2 respondents said that you tube is the also major tool which implemented to consider
digital technology at workplace. It is the best way to attain desired aims and objectives at
17
15
2
3
Facebook
You Tube
Twitter
Instagram
Any other

workplace. There are 3 people stated that Instagram is also major perspective which make
effective results and outcomes in the business environment. Therefore, Sainsbury need to make
their concentration on new activities that are design to make sustainable results at workplace.
Theme 5 Type and variety of posts on social media helps to increase engagement of person
in digital technology
According to you which of the element helps
to engage person with digital technology?
Frequency
Brand awareness 3
Type and variety of posts 13
Personal interest 2
Recommendation 2
Interpretation: In respect to carry the above graph, it can be stated that there are 13 candidates
said that types and variety of posts on social media assists to develop creativity at workplace. In
this aspect, Sainsbury need to develop their outcomes and results through focus on the systematic
performance of the business. In this consideration, targets and goals will be attain in proper way.
There are 3 candidates stated that brand awareness is the major consideration through which
digital technology will be implemented at workplace of Sainsbury. Furthermore, there are 2
18
Brand awareness
Type and variety of posts
Personal interest
Recommendation
0 2 4 6 8 10 12 14
3
13
2
2
Frequency

people said that due to some personal interest customers are going towards the digital technology
at workplace. Hence, the company need to make decisions in this perspective as well. At last,
there are 2 employees suggested that digital technology is useful consideration for providing
some recommendation at workplace. As results, aims and objectives will be attain in this
consideration to focus on the innovative results and outcomes.
Theme 6 Facebook is suitable for implement digital technology at workplace
Which is the most suitable method for
implement digital technology in business?
Frequency
Facebook 17
Twitter 1
Instagram 2
Any other 0
Interpretation: In respect to summarized the above graph, it can be interpret that there are 17
candidates stated that Facebook is major aspect of digital technology which increasing profits
and revenue of Sainsbury. It is the best way to develop effectiveness in the business
environment. There are 2 candidates said that they need to focus on the Instagram which is the
most suitable method to implement the digital technology at workplace. As results, it can be
19
17
1
2
Facebook
Twitter
Instagram
Any other

stated that mainly Facebook is element which increases profitability and outcomes to focus on
the advancement in company.
Theme 7 Employees of Sainsbury are strongly agreed with implementation of digital
technology
How much are you satisfying from
implementation of digital technology in
Sainsbury?
Frequency
Strongly satisfied 18
Satisfied 1
Neutral 1
Dissatisfied 0
Strongly dissatisfied 0
Interpretation: In respect to focus on the above graph, it can be interpret that there are 18
candidates stated that they are highly satisfied with implementation of digital technology in
Sainsbury. In this consideration, main aims and objectives will be completed on the time with
less cost. Furthermore, there is one candidate that satisfied with digital technology
implementation of the advance technology at workplace. It is the systematic procedures which
followed through targets and goals attainment activities. Remaining 1 person said that he is
neutral from implementation of digital technology in business environment. As results, it can be
20
18
11
Strongly satisfied
Satisfied
Neutral
Dissatisfied
Strongly dissatisfied

stated that major candidates are highly satisfied from the development of activities and outcomes
in systematic manner at workplace.
Theme 8 Company increases marketing activities with implementation of digital technology
Do you increase marketing activities with
implementation of digital technology?
Frequency
Yes 15
No 5
Can't say 0
Interpretation: In respect to focus on the present graph, it can be interpret that there are 15
candidates mainly stated that they need to focus on the increasing marketing activities that helps
to develop systematic performance in the business environment. With the help of the innovative
ideas and creative perspective, the company can develop their understanding to make systematic
outcomes at workplace. There are 5 people said that they are not focuses on the marketing
activities that are related with the digital technology. Therefore, it has been analysis that mainly
the company getting advancement through relate their marketing activities with final products
and services.
M3
In order to conduct research, it has been seen that researcher meet with aim and
objectives through collection of appropriate data and information. It assists to focus on tools and
techniques which need to be implemented to consider digital technology at workplace. It will
assist to answer of research questions that must be implement to find appropriate outcomes in
desired manner.
21

D2
In order to implement digital technology, customer services will be improve in the chosen
business. Therefore, it assists to develop significant advantages it is important to find valid
recommendation. In term of critically evaluation, the chosen enterprise need to concentrate on
reducing turnover that assists to meet with creative results and increase loyalty as well.
22

CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.1 Recommendations
In order to implement better outcomes in the business with digital technology, it can be
stated that various tools and techniques used by researcher (Ramirez, Mukherjee and Kramer,
2015). Therefore, relevant information could be gather easily. In addition to this, it is articulated
about the different themes that assists to make impact of digital technology on business. In
respect to implement the advance and digital technology, it can be stated that the chosen business
need to improve their customer services in the business environment (Jayaram, Manrai and
Manrai, 2015). In this consideration, long term loyalty program must be implemented in
Sainsbury to focus on the creative perspective at workplace. In addition to this, another
recommendation provided that is reducing employee turnover. It is the major factor which
increase productivity in retain business. It is difficult to provide training to all new employees
again and again so that reducing turnover is needed at workplace (Willems, Smolders and
Schöning, 2017). In order to comply with the new and advance technology, it is important to the
chosen business need to apply their outcomes with comply all laws in business. In this way,
Sainsbury need to focus on relevant activities that are determines at workplace.
5.2 Conclusion
In order to focus on the present report, it can be summarized that digital technology help
to increase effective results at workplace. In this consideration, Sainsbury getting more benefits
through they are able to deliver creativity in the market. Furthermore, it concluded about the
research methods and tools that are required to find impact of digital technology on chosen
business unit (Ramirez, Mukherjee and Kramer, 2015). Therefore, relevant information could be
gather easily. In addition to this, it is articulated about the different themes that assists to make
impact of digital technology on business.
23

CHAPTER 6 PERSONAL REFLECTIVE STATEMENT
6.1 Areas for further research
In order to conduct further research, there are several areas also cover that assists to
develop significant advantages in whole aspect. With this regard, consumer behaviour in the
retail sector has been identified successfully to cope up with more productivity and profitability
as well. Furthermore, I have seen that in Sainsbury there are very few tools and techniques used
to implement promotional outcomes. As a result, different types of elements has been assessed
that considered for promotion of products and services in global market. In addition to this, in
order to increase profits and revenue, in retail sector factors must be identify to develop effective
results. In order to meet with objectives, I had seen that qualitative strategy is useful that assists
to find ideas and opinion that implemented in present research. Furthermore, the chosen business
should consider certain alternative methodology which would be applied to gain more effective
information.
Apart from this, there is one another strategy of methodology that can be applied to learn
several outcomes. Quantitative strategy is one of the best tool that implement with SPSS tool in
which different tests can be applied in succeeding manner. For instance, chi-square test, t-test, z-
test, etc.
M4
I have seen that improvement in customer services assists to develop more effective
results in the retail sector operations and functions. With this regard, I also learned about
understanding which need to be develop successfully to operate function to build customer
loyalty at workplace. It increases my knowledge and skills to perform targets at workplace.
D3
In order to lead with the research, I had understood that engagement of different process
requires implement successful operations and functions. It increases appropriate working of
business plan that lead to recommend actions for future improvements. Furthermore, comply
with labour laws also require implementation in the Sainsbury. As a result, it increases
systematic working and appropriateness for business development.
24

REFERENCES
Books and Journals
Ansah, E. K., Narh-Bana, S. & Whitty, C. J. (2015). The impact of providing rapid diagnostic
malaria tests on fever management in the private retail sector in Ghana: a cluster
randomized trial. bmj, 350, h1019.
Dodgson, M., Wladawsky-Berger, I. & George, G. (2015). Managing digital money. Academy of
Management Journal, 58(2), 325-333.
Grishikashvili, K., Dibb, S., & Meadows, M. (2014, April). Investigation into big data impact on
digital marketing. In International Conference on Communication, Media, Technology
and Design (pp. 146-150).
Hagberg, J., Sundstrom, M., & Egels-Zandén, N. (2016). The digitalization of retailing: an
exploratory framework. International Journal of Retail & Distribution Management,
44(7), 694-712.
Hristov, L., & Reynolds, J. (2015). Perceptions and practices of innovation in retailing:
Challenges of definition and measurement. International Journal of Retail &
Distribution Management, 43(2), 126-147.
Huang, R., Lee, S. H. & Evans, L. (2015). The impact of brand experiences on brand resonance
in multi-channel fashion retailing. Journal of Research in Interactive Marketing, 9(2),
129-147.
Hübner, A., Kuhn, H., & Wollenburg, J. (2016). Last mile fulfilment and distribution in omni-
channel grocery retailing: a strategic planning framework. International Journal of
Retail & Distribution Management, 44(3), 228-247.
Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effective use of marketing technology in
Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and
mobile applications. Journal of Economics, Finance and Administrative Science,
20(39), 118-132.
Kehoe, K., & Mateer, J. (2015). The impact of digital technology on the distribution value chain
model of independent feature films in the UK. International Journal on Media
Management, 17(2), 93-108.
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Kenney, M., & Zysman, J. (2015, June). Choosing a future in the platform economy: the
implications and consequences of digital platforms. In Kauffman Foundation New
Entrepreneurial Growth Conference (Vol. 156160).
Kurnia, S., Choudrie, J. & Alzougool, B. (2015). E-commerce technology adoption: A
Malaysian grocery SME retail sector study. Journal of Business Research, 68(9), 1906-
1918.
Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information
technology in retail: Toward omnichannel retailing. International Journal of Electronic
Commerce, 18(4), 5-16.
Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information
technology in retail: Toward omnichannel retailing. International Journal of Electronic
Commerce, 18(4), 5-16.
Poncin, I., & Mimoun, M. S. B. (2014). The impact of “e-atmospherics” on physical stores.
Journal of Retailing and Consumer Services, 21(5), 851-859.
Ramirez, R., Mukherjee, M. & Kramer, A. M. (2015). Scenarios as a scholarly methodology to
produce “interesting research”. Futures, 71, 70-87.
Roggeveen, A. L., Nordfält, J., & Grewal, D. (2016). Do digital displays enhance sales? Role of
retail format and message content. Journal of Retailing, 92(1), 122-131.
Straker, K., Wrigley, C., & Rosemann, M. (2015). Typologies and touchpoints: designing multi-
channel digital strategies. Journal of Research in Interactive Marketing, 9(2), 110-128.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-
channel retailing: introduction to the special issue on multi-channel retailing. Journal of
retailing, 91(2), 174-181.
Willems, K., Smolders, A. & Schöning, J. (2017). The path-to-purchase is paved with digital
opportunities: An inventory of shopper-oriented retail technologies. Technological
Forecasting and Social Change, 124, 228-242.
26

Research Ethics Approval Form
Section 1: Basic Details
Project title: .....................................................................................................................................................
............................................................................................................................................................................
Student name: ...................................................................................
Student ID number: ...................................................................................
Programme: ...................................................................................
College: ...................................................................................
Intended research start date: .............................................
Intended research end date: .........................................
Section 2: Project Summary
Please select all research methods that you plan to use as part of your project:
• Interviews: 
• Questionnaires: ✓ 
• Observations: 
• Use of Personal Records: 
• Data Analysis: 
27

• Action Research: 
• Focus Groups: 
• Other (please specify): ....................................................................................................................................................................
28

Research Ethics Approval Form (contd.)
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Adults: ✓
How will participants be recruited (identified and approached)?
Describe the processes you will use to inform participants about what you are doing:
 How will you obtain consent from participants? With questionnaire
 Will this be written? Yes
 How will it be made clear to participants that they may withdraw consent to participate at any
time? With survey
Studies involving questionnaires:
Will participants be given the option of omitting questions they do not wish to answer?
Yes: ✓  No: 
If No please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation:
Confirm whether participants will be asked for their informed consent to be observed.
Yes: ✓  No: 
Will you debrief participants at the end of their participation
(i.e. give them a brief explanation of the study)?
Yes:  No: ✓
Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
Yes: ✓  No: 
29

30

Research Ethics Approval Form (contd.)
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance
With the Data Protection Act (1998)
Yes:✓  No: 
Who will have access to the data and personal information?
During the research:
Where will the data be stored?
Will mobile devices such as USB storage and laptops be used?
Yes: ✓ No: 
If yes, please provide further details:
After the research:
Where will the data be stored?
How long will the data and records be kept for and in what format?
Will data be kept for use by other researchers?
Yes: ✓  No: 
If yes, please provide further details:
31