Digital Disruption and Research Methodology

The provided document details a research project on digital disruption and its effects on research methodologies. It includes references to relevant books, journals, and online resources. The student has successfully conducted research and made plans for future projects using a group-based trajectory approach. References include works such as 'Market Returns to Digital Innovations' by A. Bharadwaj et al., 'Digital Disruption and the Future of Leadership' by R. Bolden and N. O'Regan, and more. This project demonstrates an understanding of digital disruption in research methodologies.

Business Research Project

TABLE OF CONTENTS
LO 1.................................................................................................................................................1
P1 Research proposal along with research questions, hypothesis and literature review.............1
Project description ......................................................................................................................1
Aims and objectives ...................................................................................................................1
Reasons for choosing project......................................................................................................2
Activities and time scale.............................................................................................................3
LITERATURE REVIEW ...........................................................................................................4
LO 2.................................................................................................................................................8
P3 Description about the primary and secondary research by use of appropriate methods........8
DATA COLLECTION AND ANALYSIS ..............................................................................10
LO 3...............................................................................................................................................27
P5 Communication about the research outcomes.....................................................................27
LO 4...............................................................................................................................................28
P6 Reflection on the effectiveness of research methods which applied in investigation..........28
P7 Evaluate alternative research methodologies and lessons...................................................29
REFERENCES:.............................................................................................................................30

Research title - The influence of digital technology on business operations.
LO 1
P1 Research proposal along with research questions, hypothesis and literature review
Project description
The evolution of internet has connected the world. People are now able to interact with
each other and share information in easy and simple way. Also, invention of mobile internet has
allowed people to spend leisure time and get all information on just one click. Technology has
not only transformed human being life but also it created a great impact on business. Digital
technology has provided vast opportunities for business to expand their operations. It has helped
small business to provide services and goods to people. This has resulted in increase in number
of new business in world. The present research is based on impact of digital technology. For this
report organisation selected is Morrison. It operates in retail sector.
In present era there has been a rise in growth of organisations. This is due to use of
technology in business operations. The information technology is a network of devices,
computers, etc. that helps in communication. In the retail business sector, there is great
importance of digital technology through which business activities and process have become
smooth and fast.
Aims and objectives
Aim :- The influence of digital technology on business operations - A study on Morrison UK
Objectives:
 To identify use of technology and its impact on integration of different business
operations
 To identify use of digital technology in growth and development of business.
 To identify impact of social media on business marketing strategies.
 To access significance of digital technology in business.
Research Questions

1. What is the importance of digital technology and its applications?
2. What are the impact of digital technology on business operations of Morrisons
3. What are the challenges faced by Morrison by applying digital technology?
Reasons for choosing project
The main reason behind choosing this project is to expand and gain knowledge and
information about how digital technology has affected business operations. Further, it will help
in analysing whether technology has influenced business in a positive or negative way. Besides
this, by conducting this research, researcher will learn the way in which organisations are
utilising technologies and changes they have to make in their process or methods.
Activities and time scale

LITERATURE REVIEW
Meaning of digital technologies
21st century has transformed the human life. It has changed the way of living as needs of
humans are rising day by day. The evolution of technology has highly influenced the way of
doing business. It has revolutionised the way of conducting business. It is said by Herterich,
Uebernickel and Brenner, 2015 that over the last decade, there has been a great impact of digital
technology on business. It has provided a vast number of growth opportunities to various
companies. This has led to increase in competition among them in the market. Digital
technologies refer to integration of ICT that can be used in sharing information. It can be used on
the tools like mobile phones, laptops, etc. The evolution of internet has provided a platform for
humans and business to exchange information and communicate with each other. It has also led
to invention of internet of things (IOT). It is the network of physical devices, vehicles embedded
with software, sensors and connectivity which enable these objects to connect and exchange
data. It is an emerging concept that will cover up almost everything in next decade. Business
functions will be operated and managed by robots and machines.
Impact of digital technology on business
According to research done by Mohammadyari and Singh, 2015 the integration of
information and communication technology has provided ease to business. It has made it easy to
share information with high accuracy level. This has made it easy for business to take effective
decisions and perform better. As per the view of Verčič, Verčič and Sriramesh, 2015, there has
been change in overall process and methods, it has made the task simple and more effective. In
recent times the evolution of big data and its integration with business has helped in growth and
development. Along with this, using of cloud computing in exchanging information has enlarged
areas of business operations. This is the reason why business is able to expand at global level. As
elucidated by Bharadwaj, Mani and Nandkumar, 2017 organisation are now highly dependent
on internet for their expansion. Now, machines are replacing humans in big organisations. It has
resulted in improvement in product quality as well as service. Also, it has helped employees in
increasing their efficiency as now they are able to perform in given time period. Stanton and
Stanton, 2016 elucidated that due to use of technology business are able to manage overall

functions easily. It has also helped in maintaining efficiency of task. Beside this, goals and
objectives are easily achieved by integrating each department efforts.
As per the view of Dermine, 2017 many changes are done in functions of different
departments. For example- in production department machines are used to keep an eye on quality
of product. If any defect is their in good then it is removed. Also, each product feature is
evaluated with set standards to ensure its quality. According to Grigore, Molesworth and
Farache, 2018 digital technology has helped business to maintain effective relations with
suppliers and customers. Through this they are able to get connected with them so that strategies
and decisions are communicated quickly. This has changed the traditional methods to modern
way of doing business. The work load can be managed by managers and task can be performed
accordingly. By this goals can be achieved in given time frame. Rise in use of technology has
converted the task oriented work to performance oriented work.
As said by Kamprath and Mietzner, 2015 it has been beneficial for company to focus on
other things. This has enabled managers to identify weak areas so that it can be improved. The
major area that has been benefited by digital technology is marketing department. Products and
services are promoted and advertised using social media. Kenney and Zysman, 2016, elucidated
that it has created a platform through which a large number of people are attracted. Besides this,
networking sites have given a golden opportunity for business to connect people with them. This
is a very successful in advertising goods at cheap rate and with minimum efforts. Customers
problems can be solved quickly in real time basis. With this effective customer relationship
management can be maintained.
According to Bolden and O’Regan, 2016 many organisations have developed their
website for selling their products. This is done to provide flexibility to customer as they can buy
goods anywhere, anytime. Moreover, each and every information related to product is briefly
described. This has made it easy for people to choose the best one. In the view of Herterich,
Uebernickel and Brenner, 2015 website have provided variety of product to customers to
choose from. Also, by reading the reviews of goods they are able to know its worth. Other than
this, digital technology has helped business in diversifying their product portfolio. It has enabled

them to develop products according to needs of customers. Mohammadyari and Singh, 2015
said that it is easy to identify change in taste and preference of customers. Digital technology has
allowed business to expand their operations in remote areas. They are successfully generating
sales and profits from those. It has enabled business to provide goods to poor people to fulfil
their needs. According to Bharadwaj, Mani and Nandkumar, 2017 remote areas are now very
well connected to business. The products are produced at low cost. It has made it easy for
organisations to get engaged with people frequently.
It is estimated by Kamprath and Mietzner, 2015 that there has been a positive impact of
digitalisation in business. This has enabled companies to implement several new tools and
equipments to enhance their quality. It has been beneficial for organisation as it has provided
effective training to employees. This has improved their skills and abilities and decision making
skills. Also, by using tools they are able to complete task in more effective way. Moreover,
information is shared effectively between them. They are able to communicate quickly. There
has been positive impact on business operations. It has created a platform and vast number of
opportunities for growth and development. In the perspective of VanPatten and Williams, 2014
technology is used in many areas such as process, production, storage, sales, etc. Apart from this
innovation in technology is very beneficial for business. It has also helped stakeholders to get
connected with business so that updated information can be shared quickly.
Challenges of digital technologies on business
On the contrary there are many challenges that has to be faced by business. This is
because of continuous advancements in technologies that has forced business to make changes in
their process and methods. According to Stanton and Stanton, 2016, change in methods is
necessary so that business can sustain for long time in competitive market. Moreover, it has lead
to stiff competition among organisations as they try to attract more people. It is said by
Dermine, 2017 that it is very difficult for business to maintain the effectiveness of technology.
For this they have to hire high skilled and experienced persons who can do this. Thus, it has
resulted in increase in expenses of business. Furthermore, in present times rise in cyber crimes
has been a major concern for business. It has forced companies to install separate information
technology infrastructure. As elucidated by Grigore, Molesworth and Farache, 2018 there has

been drastic change in use if technology by employees in organisation. This is because any minor
change in information can lead to huge loss. This is another challenge faced where there is
always risk of having technical errors. The use of technology has affected organisation is
negative way. In the opinion of Kamprath and Mietzner, 2015 the cost and time is wasted in
developing policies and laws related to use of technology. It has also affected productivity and
performance of employees as well as organisation. Now machines have started performing duties
of employees. This has made them lethargic and restricted to work in creative way.
According to Kenney and Zysman, 2016, continuous change in process has created a
great impact on employee behaviour. Due to this overall organisational culture is affected. There
has also been rise in conflicts among them. Therefore, it has affected the relations between
management and employees. However, employee retention has increased. For this business has
to make efforts and rise salary and wages of employees. As elucidated by Bolden and O’Regan,
2016 a feeling of job insecurity has developed in employees. Due to expansion of network
sensitive data and information can be easily accessed by unauthorised person. This is also a
threat to business. The data can be used in wrong way and can create a poor image of company
in the market. It is therefore essential to protect and prevent data from getting leaked.
As per view of Verčič, Verčič and Sriramesh, 2015 there is always a risk of
implementing advance technology in business. For this a complete evaluation has to be done to
identify its pros and cons. Any minor effect in this will result in waste of efforts and cost. Also,
before implementation of technology an effective training has to be given to employees. This has
also created a burden on business as cost and time is required in this. As elucidated by Dermine,
2017 the ineffectiveness in training has reduced performance of employees. It has affected the
overall results of business. Due to this they are not able to grow and develop. As said by Kenney
and Zysman, 2016 it is very difficult to track the traffic in digital marketing. This is because
effective tools are required in this. Also, it is not possible to analyse the needs of people just
using social media. Basically, people visit website just to know about company. So campaigns
run by companies are not as effective as traditional marketing. Along with this, high funds is
required for implementing technologies and also maintaining them. It has increased expenses. As
elucidated by Bolden and O’Regan, 2016 another challenge is to reduce technical errors and

malicious activities that can damage the entire system. For this strong safety measures are
implemented. It has also added to cost of using digital technology.
LO 2
P3 Description about the primary and secondary research by use of appropriate methods
Research methodology is a framework through which research is conducted. It helps the
researcher to analyse different concepts so that an effective research can be conducted. This
makes it easy to achieve goals and objectives that has been determined by researcher. The
methodology contains methods starting from approach to data analysis (Flick, 2015.). It becomes
very difficult for researcher to conduct research with having a proper methodology. It helps in
analysing information in effective way so that better solutions can be gained. For this researcher
has used several elements of methodologies that is described as below :-
Research philosophy :
This concept is used in thesis. By using this the background and nature of study is
managed (Mackey and Gass, 2015 ). This theory is of two types that are positivism and
interpritivism. In positivism issues are defined. The facts and figures analysed helps in
accomplishing goals and objectives. interpritivism is related to reality of some ideas and
speculations.
Research approach
It is a step by step method that is used in analysis of data. It helps researcher to decide
which approach must be used so that objectives can be accomplished. The researcher can use
approach on his or her wish. Research approach helps in collecting accurate and appropriate
data. There are two types of approaches followed. These are inductive and deductive. Inductive
approach is not used very often because it limits extent of study. But it is very flexible approach.
While deductive approach is often used as it includes several elements such as hypothesis,
theory, etc. the researcher will use inductive approach. This will help in giving a theory on how
digital technology has impacted operations of Morrisons.
Research design

This concept breakdown the overall structure of research methodology. In helps in
effective survey of data. A research design contains two methods that are descriptive and
exploratory (Lewis, 2015). Descriptive design describes the characteristics of population. In this
the outcomes are given on basis of study. It does not give reason of why and what. Whereas
exploratory research design gather accurate and precise data. It helps in focusing on large area so
that more knowledge can be gained. In this the information collected and aims of study can
differ. So researcher will use descriptive design as it will help in describing the implications and
impact of digital technology on Morrisons.
Research strategy
It refers to plan that is applied by researcher to achieve his or her goals and objectives.
There are two basic strategies exist. These are qualitative and quantitative. Qualitative focuses on
concept of why rather than what and is related to human behaviour. On the other hand
quantitative is related to statistical and numerical analysis of data. In this study researcher has
used quantitative strategy that will help in conducting research more deeply.
Data collection
This is also a crucial element in methodology. By defining data collection method
researcher is able to collect data. But without it is very difficult for researcher to collect data.
Also, data collection method helps in getting specific data. Generally, there are two methods of
collecting data. These are primary and secondary (Ledford and Gast, 2018). The data that is
collected for first time is known as primary. In this various tools are used such as surveys, polls,
interviews, etc. In secondary data is collected from previous research. The researcher in present
study will use primary method. For this data will be collected with the help of questionnaire. It
will be given to managers of Morrisons.
Data sampling
It is a process through which data sample is collected. For this the entire populations is
divided into several strata's. Then, a small amount of proportion is taken out on which research
will be conducted. There are various methods of data sampling. These are stratified, cluster,
systematic, etc. for this present study random sampling method is used. This is because it will

take less time and cost. Managers of Morrisons company will be selected randomly to fill
questionnaire.
Data analysis :
It is the last element but most important. In this researcher analyse and interpret data by
using different tools and methods (Flick, 2015). This helps in accomplishing goals and objectives
in effective manner. Moreover, by doing this researcher explains it in more precise manner. For
this present research, researcher will analyse data by using the thematic analysis.
Cost
For conducting this research different resources will be needed. Thus, it is estimated that
total cost needed will be around 350 Euros. It will help in conducting research in an effective
manner so that relevant information can be collected.
Ethical consideration
It is one of the most significant aspect which assist researcher to consider some ethical
consideration. It is very important for researcher to follow some ethics at the time of
investigation and data collection. It is major ethical consideration which has to consider by
researcher at the time of gathering data about the subject. All information related to the subject
should confidential Another major ethical consideration is related to the proper citation of work.
None of the content has been copied and pasted. All information and content should be rephrased
by the researcher and it has been written in own words.
Secondary data
The major area that has been benefited by digital technology is marketing department.
Products and services are promoted and advertised using social media. According to Kenney
and Zysman, 2016, there has been high rise in sales and profits of company in retail sector. Now
products are provided through website. Through this, services are provided to customers in real
time. It has enabled in solving their problems. Moreover, communication among employees
working in different department has enhanced. They are able to attain their goals and objectives
in specified time. But on other hand, companies are facing certain issues as well. This has
impacted on their operations.

M1 The researcher will use inductive approach. In this study researcher has used quantitative
strategy that will help in conducting research more deeply. for this present study random
sampling method is used.
DATA COLLECTION AND ANALYSIS
The data analysis is a very crucial stage in research project. In this data is analysed to get
effective outcomes. Here, researcher tries to explain data by analysing it in more precise way.
Also, it will be easy for researcher to accomplish his or her goals and objectives. The analysis of
data is given below :-
Analysis of primary data
For this present study the data collected will be with the help of questionnaire. It will be
given to managers to fill it. In questionnaire only close ended questions will be there. Moreover,
thematic data analysis technique will be used to interpret data. With this it will be easy get
effective and accurate outcomes. Primary data analysis is as follows :-
Name:
Department:
Gender:
Questionnaire
What is your age?
 15-25
 26-35
 36- 45
What is your gender?
 Male
 Female
Do the company uses digital technology or not?

 Yes
 No
 Not Sure
Has it helped the company to communicate effectively with stakeholders or not?
 Yes
 No
 Not Sure
Do you think that Morrisons overall efficiency has increased by implementing system
and applications?
 Yes
 No
 Not Sure
Do you agree that employees are effectively utilising different software and
applications that has been installed by Morrison?
 Yes
 No
 Not Sure
Has use of software and systems helped in growth and development of Morrison or
not ?
 Yes
 No
 Not Sure
Do you agree that installing information systems has helped Morrison to maintain
good relation with their stake holders and customers?
 Highly agree
 Agree
 Neutral

 Disagree
 Highly disagree
Whether the level of communication between management and employees have
increased in organisation or not?
 Yes
 No
 Not Sure
Do you agree that using technology has helped Morrison to expand their operations
at global level?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Has there been rise in sales and profits of Morrison or not?
 Yes
 No
 Not Sure
In which department information system are used by Morrison ?
 Production
 Marketing
 Human resource
 Finance
Has the quality of products and services improved by using advanced machines in
production process or not?
 Agree

 Neutral
 Disagree
Has Morrison able to make changes in their product features by using digital
technologies?
 Yes
 No
 Not sure
What is the impact of digital technology on Morrison?
 Positive
 Negative
 Neutral
Has Morrison able to cope up with advancements in technology ?
Yes
No
Not sure
Theme : Age of respondents
What is your age? Frequency
15-25 3
26-35 3
36-45 4
Total 10
Interpretation - From data collected it was identified that out of 10 people, 3 people were
between age 15-25, 3 were from 25-35 and 4 were from 36-45.

Theme : Gender of respondents
What is your gender? Frequency
Male 5
Female 5
Total 10
Interpretation - From data collected it was identified that out of 10 people, 5 people were male
employees and 5 were female.
Theme : Digital technology being used by Morrison
Do the company uses digital technology or not? Frequency
Yes 5
No 2
Not Sure 3
Total 10

Interpretation: The researcher in order to accomplish aims and objectives conducted research at
Morrison. The main purpose of this was to find out whether Morrison has implemented digital
technology or not. Thus, by analysing the questionnaire it was identified that 5 out of 10
managers agreed that Morrison has implemented various technologies, while 2 of them didn't
agree with this. 3 managers were not sure about whether Morrison has implemented technologies
or not. Digital technologies helps in maintaining quality of product and also provides ease to
organisations. Also, it helps in enhancing internal communication. Through this business are able
to grow and develop.
Theme : Communication has increase with stakeholders
Has it helped the company to communicate effectively with stakeholders
or not?
Frequency
Yes 6
No 3
Yes No Not Sure
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Frequency

Not Sure 1
Total 10
Interpretation: On the basis of research performed at Morrison. For this 10 respondents were
selected. It was asked to them that communication with stakeholder has increased or not. For this
questionnaire was given to managers to fill. Therefore, by analysing the data it was found that 6
managers agree that communication has increased, where 3 managers said that no it hasn't
increased and 1 manager out of 10 was not sure about that. With this it can be analysed that firm
has communicated with stakeholder in effective way. It has allowed them to take timely
decisions. Stakeholders play a crucial role in developing strategies. They can affect business in
positive or negative way.
Theme : Morrisons overall efficiency has increased
Yes No Not Sure
0
1
2
3
4
5
6
Frequency

Do you think that Morrisons overall efficiency has increased by
implementing system and applications?
Frequency
Yes 5
No 3
Not Sure 2
Total 10
Interpretation: A research was conducted at Morrison that involved 10 managers. For this
researcher used different methods that helped in accomplishing his or her goals. Data was
collected by using questionnaire. Thus, by interpreting data it is analysed that 5 managers believe
that Morrison overall efficiency has increased by implementing systems. 3 out of 10 managers
believe that there is improvement in efficiency. Whereas 2 managers was not sure about this.
From this it can be stated that Morrison efficiency has enhanced in recent times. It has allowed
them to expand their operations in different markets.
Yes
No
Not Sure

Theme : Employees are effectively utilising different software and applications
Do you agree that employees are effectively utilising different software
and applications that has been installed by Morrison?
Frequency
Agree 4
Neutral 2
Disagree 4
Total 10
Interpretation- Research is conducted at Morrison and 10 managers from different departments
are selected as respondents. On the basis of output received from questionnaire it can be stated
that out of 10 managers 4 of them agree that employees in Morrison effectively know that how to
utilise various applications and software while performing task. 2 managers didn't give any
respond to this question. However, 4 managers completely disagree with this. Thus, it can be
Agree Neutral Disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
Frequency

stated that Morrison needs to provide proper training to employees so that technology can be
utilised in effective way. It will help Morrison to enhance employee productivity as well as
efficiency. It will also lead to rise in profits and improving quality of product.
Theme : Growth and development of Morrison by using systems and applications
Has use of software and systems helped in growth and development of
Morrison or not ?
Frequency
Yes 7
No 1
Not Sure 2
Total 10
Interpretation- On the basis of data received from the research that has been conducted by
researcher at Morrison it can be said that out of 10 respondent that are been selected, 7 of them
Yes No Not Sure
0
1
2
3
4
5
6
7
Frequency

said that yes there has been organisation growth by using systems and applications. However,
only 1 manager was not in favour of this. 2 managers was not sure whether their has been
development of Morrison or not. Hence, on this basis it can be said that Morrison have
successfully opened new stores in different markets. Also, there has been rise in sales and profits
of Morrison. Installing of systems has integrated functions through which goals and objectives
are easily achieved.
Theme : Communication between management and employees have increased
Whether the level of communication between management and
employees have increased in organisation or not?
Frequency
Yes 4
No 5
Not Sure 1
Total 10
Yes
No
Not Sure

Interpretation- The researcher in order to attain his or her goals and objectives conducted
research at Morrison. For this questionnaire method was applied by researcher to collect data.
Thus, by analysing questionnaire it was identified that out of 10 respondents 4 managers said yes
that communication level has improved between management and employees. 5 said no it hasn't
improved and 1 respondent didn't give any response. For this it can be concluded that technology
has not helped Morrison in making improvement in communication channel. So Morrison should
make develop proper channels. For this manager can make changes in existing channels. It will
help in creating a better organisational culture and timely decision making.
Theme : Technology helped Morrison to expand their operations at global level
Do you agree that using technology has helped Morrison to expand their
operations at global level?
Frequency
Strongly Agreed 2
Agreed 3
Neutral 1
Disagree 2
Strongly Disagree 2
Total 10

Interpretation- This can be interpreted from the data collected by 10 managers in Morrison. It is
concluded 2 managers strongly agree that use of digital technology has helped Morrison to
expand at global level. 3 manager agree with this. 1 manager didn't' give any answer regarding
this. On the other hand 2 respondent was disagreed with this and 2 were strongly disagreed.
Therefore, it can be said that some manager have noticed growth of Morrison while other have
not.
Theme : Rise in sales and profits of Morrison
Has there been rise in sales and profits of Morrison or not? Frequency
Yes 8
No 1
Not Sure 1
Total 10
Strongly Agreed Agreed Neutral Disagree Strongly Disagree
0
0.5
1
1.5
2
2.5
3
Frequency

Interpretation- The researcher conducted research at Morrison for identifying the use of digital
technology. For this questionnaire was given to 10 managers of various department. By
analysing the data it was observed that 8 managers said that sales and profits have increased due
to growth of organisation. Out of 10 only 1 manager was not in favour whereas 1 was not sure
about this. So it from this it can be concluded that there has been rise in sales and profits of
Morrison. Company is now generating more profits as compared to previous years. It will help in
surviving for long term in competitive market.
Theme : Information systems used by departments in Morrison
In which department efficiency has enhanced by using information
systems in Morrison ?
Frequency
Production 2
Marketing 5
Human Resource 1
Yes No Not Sure
0
1
2
3
4
5
6
7
8
Frequency

Finance 2
Total 10
Interpretation- The researcher asked question in order to conduct research. In this he or she
asked managers regarding in which department efficiency has increased due to installation of
information systems has been implemented. Thus, by analysing results it was observed that 5
managers said that marketing unit efficiency has improved a lot. However, 2-2 managers said
that production and finance unit efficiency has enhanced and only 1 manager said that human
resource unit. Hence, it can be said that Morrison is advertising their products using social media
marketing. This has benefited them in many ways. It has reduced their cost as well as time. Also,
it has attracted a large number of people. With this they are able to create more customer base.
Theme : Changes in product features by using digital technologies
Has Morrison able to make changes in their product features by using
digital technologies?
Frequency
Production
Marketing
Human Resource
Finance

Agree 6
Neutral 2
Disagree 2
Total 10
Interpretation- On the basis of outcomes received by doing research at Morrison 10 managers
from various departments were selected. By interpreting the data of questionnaire, it is concluded
that 6 managers agree that the features of product has modified with the help of software.
However,2 respondent stayed neutral while 2 was completely disagreed. Thus, from this it is
evaluated that Morrison is diversifying their product portfolio in order to attract new customers.
This is done by using technology. Also, firm is able to identify customer needs by taking their
reviews and feedback.
Theme : Improvement in quality of product and services
Has the quality of products and services improved by using advanced Frequency
Agree Neutral Disagree
0
1
2
3
4
5
6
Frequency

machines in production process or not?
Yes 9
No 1
Not Sure 0
Total 10
Interpretation- In order to achieve aims and objectives, the researcher conducted research at
Morrison. In this he asked questions to 10 selected managers. This was done by using
questionnaire method. By interpreting data it was identified that 9 managers said yes that quality
of product and services has improved as advanced machines are installed. While only 1 manager
said no. Hence, it can is evaluated that Morrison is utilising technology in effective way. Due to
this the product and service quality has enhanced. Organisation is also able to meet the market
demand. It has also lead to increase in customer satisfaction. The main advantage firm has got is
they are able to retain their customers.
Yes No Not Sure
0
1
2
3
4
5
6
7
8
9
Frequency

Theme : Impact of technology on Morrison
What is the impact of digital technology on Morrison? Frequency
Positive 6
Negative 4
Neutral 0
Total 10
Interpretation- A last question was asked by researcher to managers of Morrison. In this a
question was asked whether there has been positive or negative impact of digital technology on
business. In this out of 10 respondents 6 of them said positive impact whereas 4 of them said
negative. Therefore, it can be said that Morrison is having positive impact. It has resulted in
integration of efforts of different functions. It has enhanced the overall efficiency of
organisation. The goals and objectives are achieved effectively.
Positive
Negative
Neutral

Theme : Coping up with advancements in technology
Has Morrison able to cope up with advancements in technology ? Frequency
Yes 3
No 6
Not sure 1
Total 10
Interpretation- By analysing data it can be observed that out of 10 managers 3 of them said that
organisation is transforming according to change in technologies whereas 6 of them said that
Morrison is not able to cope up with this and 1 respondent was not sure. Thus, it can be stated
Yes No Not sure
0
1
2
3
4
5
6
Frequency

that Morrison operations are affecting due to change in technologies. They are not able to
manage them.
M2 For this data will be collected with the help of questionnaire It has given effective and
specific results on how digital technology has impacted the operations of Morrisons. By
analysing the data the researcher is able to accomplish his or her goals and objectives.
D1 researcher has analysed data by using the thematic analysis. With this it was easy to get
specific and effective research outcomes. Also, it took less time and resources to do analysis of
data by using thematic analysis.
LO 3
P5 Communication about the research outcomes
By conducting research and analysing data it was concluded that there has been more
positive impact rather than negative of using digital technology in business. It is because it has
helped organisations to grow and expand their operations globally. With this they are able to
sustain for long term in competitive market. Also, variety of products has increased allowing
people to choose from. Besides this, promotion of products has reached to an advanced level. It
has benefited Morrison to attract large number of people. Due to this customer base as well as
market share has increased. Morrison has developed an effective network through which internal
and external communication has enhanced. This has benefited them in sharing of information
effectively and quickly. It has lead to taking decision making. Managers are able to take quick
decision in critical situations. But major positive impact of digital technology is on marketing.
Morrison is promoting their products through social media. It has provided them a platform
through which large number of people can be attracted. Along with this, company is able to track
website traffic so that marketing strategies can be monitored. It has benefited them accordingly
changes can be made in those strategies. Beside this, cost of advertising is reduced.
Furthermore, from this research it is concluded that Morrison has made changes in
production system. It has installed new machines to enhance product quality. This has enabled
them to develop products with new features. It has attracted many new people to buy that
product. Apart from this, the organisational culture has improved. It is because of proper

communication between management and employees. Also, employee efficiency has enhanced
allowing them to work in more creative way. With this goals and objectives are accomplished in
given time frame. The advancement in technology has created vast number of opportunities for
Morrison to grow and develop. They are developing effective marketing strategies by
segmenting the market. This has helped in identifying each market segment customer needs. By
this company is developing various products to satisfy it. Moreover, integration of efforts has
lead to implement technology in all levels of Morrison. This has overall increased the
profitability and performance.
Morrison has implemented a strong and effective customer relationship management
system. This is done to maintain good relations with customers in order to retain them. It is been
beneficial for as many customer problems are solved quickly. It has resulted in making loyal
customers that are very useful. However, software and application has given Morrison a strong
competitive advantage in the market. Their market share and value has increased. With this
company is slowly growing in different markets.
Objective 1
In this managers agreed that Morrison has implemented various technologies. From this it
can be said that digital technology has benefited in integration of various business functions. The
communication has increased in company.
Objective 2
Here, managers believe that Morrison overall efficiency has increased by implementing systems.
managers agree that employees know how to utilise various applications and software while
performing task. there has been organisation growth by using systems and applications. Thus, it
can be concluded that digital technology has benefited companies in retail sector. There is high
growth in sales of products.
Objective 3 and 4
Besides this, new products are developed and high quality services are being provided to
people. This has helped Morrisons to increase their satisfaction and retain them. They are able to
develop a large customer base. Also, they have created a distinct image in mind of people.

M3 From this research it is concluded that Morrison has made changes in production system. It
has installed new machines to enhance product quality. This has enabled them to develop
products with new features. Thus, it was easy to achieve research goals and objectives.
D2 By conducting this research, outcomes gained was effective. Morrison has implemented a
strong and effective customer relationship management system. It is been beneficial for as many
customer problems are solved quickly.
LO 4
P6 Reflection on the effectiveness of research methods which applied in investigation
I was able to conduct research properly and thoroughly. This was done by using
appropriate research methods. It helped me to get effective data and information through which I
was able to accomplish goals and objectives. Moreover, I have to apply different methods in
every stage. It was beneficial for me to complete task in given time period. I noticed that I
performed each task in proper manner. I used in inductive approach in my research. This is
because it helped me to do hypothesis, theory by developing goals and objectives. It was easy for
me to use this approach as I worked according to aim set. I came to a conclusion that me team
members was not able to take effective decisions. Due to this I was didn't get accurate outcomes.
Team members were dependent on me for any decision. I assigned them roles according to their
skills and abilities. They performed those roles very well but was not able to take decisions.
Moreover, I analysed that managers in Morrison was not properly helping me in research. There
was lack of communication between me and managers. It was because I was lacking
interpersonal skills. Due to this I was not confident enough to talk to them. This can be also a
reason that I didn't get specific results.
I also noticed that using qualitative technique helped me to gather and collect quality and
accurate data. Also, it was useful in interpreting data so that effective outcomes was obtained.
This was beneficial as I achieved my aims and objectives. It also helped me to gain knowledge
on how Morrison has adopted technology in their operations. Also, how it has helped company
in improving quality of product and increasing overall efficiency. Besides this, I learned about
which methods are used on what type of research. I also learned the entire research process and

structure. It will help me in the future. I will be able to conduct research more effectively and
obtaining specific results. Along with this, I learned that how advancement in technology has
helped Morrison to grow and develop. What changes are been made in methods and process that
has improved overall efficiency of organisation. Furthermore, which tools and techniques are
used in providing training to employees. Thus, this research will help me in giving
recommendations to business. With this it will be easy for business to consider recommendation
so that it can grow and sustain for long term. Also, they can make changes in process and
methods accordingly.
P7 Evaluate alternative research methodologies and lessons
For conducting a research there are various research methods used. It completely depends
on the choice of researcher on which methodologies are used by him or her. Every method is
having its own theory. This theory is applied while conducting research. By specifying research
methodology it becomes easy to conduct research in proper and effective way. Basically, there
are two research methods. These are primary and secondary methods. In primary data is
collected for the first time. This is done by questionnaire, survey, etc. primary method is used to
conduct research more deeply. Also, data obtained is in very precise manner. And in secondary
method data is collected by previous researches. Beside this, there are two research approach that
are qualitative and quantitative. Quantitative is used when research is done to find out solution of
specific problem. It is done by analysing statistical , numeric data. There is a mixed method in
which both approaches are used. It is done by applying first and then second one. On other hand
qualitative is used to collect quality data. It restricts the area of research for researcher.
There are two research approach that are inductive and deductive. For present study
deductive approach is used. It begins with hypothesis, and theory. This approach is based on
cause and effect. Thus, it is easy for researcher to determine relationship between these two.
However, in deductive approach quantitative method is used. It set some rules that have to be
followed. Therefore, by using alternative research methods data can be collected in more precise
way and giving specific outcomes.

M4 I also noticed that using qualitative technique helped me to gather and collect quality and
accurate data. Also, it was useful in interpreting data so that effective outcomes was obtained. I
need to analyse alternative methods through which improvements can be made in my research. I
have to measure my performance so that corrective actions can be taken.
D3 I used resources that gave me effective research outcomes. Also, I have to utilise resources
effectively so that cost can be reduced. With this, I was able to conduct research smoothly. Also,
I decided to make a plan and schedule that will support me in the future in conducting research.