Business Research Project of ASDA

Added on - 21 Jul 2020

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Business Research Project
TABLE OF CONTENTSTITLE..............................................................................................................................................1CHAPTER 1....................................................................................................................................1INTRODUCTION...........................................................................................................................1Research proposal that defines research questionnaire with a specific literature review.......1CHAPTER 2....................................................................................................................................2Literature Review.............................................................................................................................2Activities and time-scales................................................................................................................3M1, M2 & D1 Peeling Saunders’s Research Onion...............................................................4CHAPTER 3....................................................................................................................................43.1 Suitable research techniques and ways to deal with essential and optional research......43.2 Primary and secondary research using suitable research methods...................................6CHAPTER 4 : Data Collection and Analysis..................................................................................84.1 Collection of data.............................................................................................................84.2 Data presentation, analysis and discussion.......................................................................9Presentation..........................................................................................................................10Analysis and discussion........................................................................................................12CHAPTER 5 : Conclusions and Recommendation.......................................................................195.1 Conclusion......................................................................................................................19D2 &5.2 Recommendations.................................................................................................20M3 and D2............................................................................................................................21CHAPTER 6 : Reflection...............................................................................................................216.1 Areas for further research...............................................................................................21M4 and D3............................................................................................................................22APPENDIX...................................................................................................................................25Research Proposal Form.....................................................................................................25Research Ethics Approval Form........................................................................................29
TITLEThe impact of digital technology on marketing at ASDACHAPTER 1INTRODUCTIONResearch proposal that defines research questionnaire with a specific literature reviewEvery organisation's main objective or goal is to generate and earn maximum profit fromthe business operations which can help them to achieve growth and development. Theorganisations focus on increasing the effectiveness and efficiency in every activity or area inorder to achieve high productivity and profitability (Higgins, Xiao and Katsipataki, 2012). Thehigh increasing demand and utilisation of technologies has increased the investment of ASDAand similar organisation in adoption of digital technology. In context to this, research proposalintent to analyse the impact of digital technology and its role in increasing the efficiency withinASDA, UK. The objectives and aim of this research work are as described below -Aim:“To understand the impact of digital technology on the marketing function at ASDA, UK”Objectives:To determine concept of digital technology in business operation at ASDA, UnitedKingdom.To identify the relationship between digital technology and marketing functions atASDA, United Kingdom.To measure the impact of digital technology on marketing functions at ASDA, UnitedKingdom.To recommend the ways to improve business performance of ASDA with the implicationof digital technology within marketing department.Reason for choosing this research projectThe main reason that motivated me to choose this subject of research is that I have a highcuriosity to examine this area. I need to develop my skills and knowledge about digitaltechnology as well as its effects on the marketing functions of an organisation such as ASDA. Inorder to increase my knowledge regarding the digital technology and relationship with thebusiness operations at ASDA, I selected this research project. Furthermore, this research projectwill help me to grow and develop my self-skills to perform various functions through the
implication of digital technology in the future career. I need to develop my career in asupermarket such as ASDA to achieve growth and development.CHAPTER 2Literature ReviewThe author defines that ASDA and similar organisation are using or adopting newtechnologies in their business operations in order to increase the efficiency and effectiveness aswell as improve their performance. Digital technology is emerging as one of the most beneficialtechnique that assists the organisations to perform their day to day operations effectively. Theconcept of digital technology is to provide speed and efficiency to the organisations inperforming various business functions. According to the author, over one billion people withinthe UK are using smart phones which are clearly determining the evolution of digitisation in thepresent world. The number of customer using digital technologies such as online application,internet of things for buying and selling products or services is increasing day by day.Statistical analysis also concluded that adoption and implementation of digital technologyby various organisations is also increasing at high rate. The digitisation has almost covered eachand every area of the market as well as personal lives of the population. According to the author,digital marketing is the most valuable and important tool which helps ASDA to achieve itsorganisational goals objectives. It is a major element which can give a boost to the marketingfunctions or activities of the organisation. In-fact there are many issues and difficulties ariseswhile the implementation of the digital technology in the business functions as it changes theentire structure of the organisation or business. The author states that the issues arise in theimplementation of digital technology in the marketing function are due to the lack of knowledgeand skills in the field of digital marketing. Many small organisations are not able to adopt digitaltechnology due to the technical barriers, lack of securities and lack of knowledge in the digitalmarketing. ASDA is also facing difficulties in adopting digital marketing within there marketingfunctions due to lack of secure database and skilled employees.Author states that there are many types of digital marketing products or services availablein the marketplace, companies such as ASDA can choose various types of technologies for theirmarketing functions. In order to avoid the issues in adopting digitisation, ASDA can use variousmethods such as growing awareness of digital marketing among the people, using internet of
things effectively and training the employees to develop skills which can help them to adoptdigitisation.Activities and time-scalesActivity1stWeek2ndWeek3rdWeek4thWeek5thWeek6thWeek7thWeek8thWeek9thWeek10thWeekIdentifyresearch topicReview ofLiteratureDraftingMethodologiesCompleteProposalDesignquestion andpilot researchDocumentation of recordsAnalysingdata andinterpretationDiscussionandConclusionFinal ReportEditing andCompletionM1, M2 & D1 Peeling Saunders’s Research OnionIn order evaluate the research methods it is significant to peel outer layer and than innerlayer of the onion. The first layer includes research philosophy and there application along withthe strategy, choices, time horizon, approaches and processes. In this research researcher will use
Concept and Epistemology as philosophy for research,in order to collect and analyze dataexaminer will use qualitative method. Survey will be conducted as a method of collectinginformation. Qualitative data collection will be used because it helps in gathering subjectiveinformation which is very effective in a research. Primary data collection through survey will beused for collecting more reliable and valid information.CHAPTER 33.1 Suitable research techniques and ways to deal with essential and optional researchKeeping in mind the end goal to do the research, it is fundamental that every strategy,procedures and methodologies ought to be used and considered with the goal that examinationcan be led in precise way. It is vital to use all the exploration approaches successfully andproficiently so research can be directed and per-users can understand the examination. Themethodologies and strategies utilised as a part of this exploration venture are described below:Research philosophy: A research philosophy is a concept related to the method whichcan be used to gather data or information in a research study, break it down intomeaningful facts and use it to find most effective results. There are two main terms whichincorporate various methods of determining research approach such as Concept andEpistemology. Research rationality is grouped into two sections which are positivism andinterpretivism. In the accompanying exploration venture, the specialist will mean toutilise the blend of positivism and interpretivism with the goal that examinationproposition can be detailed viably and proficiently. In this way, analyst will focus on bothpoint and target exploration and will close to the effective conclusion.Research Design: The exploration configuration implies the general procedure thatspecialist chooses to incorporate the different parts of research contemplate in intelligibleand legitimate way. In addition, the exploration configuration helps in inferring powerfulanswers and finish of the issues. Subsequently, with a specific end goal to lead theexploration venture, agent needs to precisely choose the sort of research outline. In theaccompanying exploration venture, illustrative research configuration has been utilizedby the analyst. The illustrative research configuration helps in deciding hypotheses whichare connected with the exploration theme. Therefore, graphic research configurationempowers the scientist to break down the exploration hypotheses and strategies with thegoal that appreciation of issues can be made adequately and effectively.
Research Approach: Research approach is the technique which is utilised by theanalysts to look into powerful and effective way. Essentially, generally a researcher canutilise two main methodologies of research which are Qualitative and quantitative.Qualitative approach of research is utilized by the analyst keeping in mind the end goal toinvestigate the goal and point of the exploration in hypothetical viewpoints. Subjectiveresearch approach is utilised by the analyst with a specific end goal to process theinformation and data. In the accompanying examination venture, the scientist want tosettle on subjective research approach with a specific end goal to process and dissect theinformation viably and productively.Data Collection: Data accumulation is the way toward social occasion and estimatingdata based on information gathered by the scientist. The information has been gatheredeither by poll or by interviews or by overviews. By and large, there are two strategies forinformation accumulation which are essential and optional techniques. Essentialstrategies incorporate collection of information from the essential or from first source. Itincorporates, poll, perception, meets and overviews. Optional wellspring of informationaccumulation incorporates gathering of information from the auxiliary sources whichincorporates web, books, diaries and different articles. Keeping in mind the end goal tolead the exploration information has been gathered from both essential and optionalsources. Essential will be directed with the assistance of survey from the workers of theASDA through books, diaries, online sites and so forth.Data Analysis: Data analysis is the way towards breaking down the accumulated andgathered information with the goal that valuable data can be detailed. This should bepossible by examining, purging, changing and demonstrating of information with thepoint of acquiring helpful data and prescribing conclusions. It is a standout among themost imperative and fundamental process This will help the clients and per-users tounderstand the importance of the gathered information in successful and productive way.In the accompanying exploration venture the analyst connected topical portrayal ofinformation which empowers to introduce and translates data as tables and diagrams.
3.2 Primary and secondary research using suitable research methodsThe various methodologies used in order to identify the impacts of digital technology onthe marketing function at ASDA, United Kingdom within this study. The research methodologiesare as described below -Research Philosophy –The goal of research philosophy is recognizing the concept orimpression of the research rather than the collection and analysis of the information ordata. According to the Saunder's onion concept, research philosophy is the first elementwhich is very significant n providing a detailed idea related to the research project. Theresearch philosophy is segmented into four types for example Positivism andInterpretivism philosophy, Pragmatism theory and Realism philosophy. Therefore, forconducting effective research on ASDA organisation the researcher has used acombination of interpretivism and positivism philosophy.Research approach– The research approach defines the various methods or approachesapplied and utilized by the researcher for carrying out the research project. The researcherhas effectively used qualitative approach for calculating and interpreting data collectedthrough employees working in ASDA, United Kingdom. Furthermore, to understand themarketing functions and structure of the overall organisation qualitative researchtechnique was used with an objective of obtaining the best outcomes or results.Research design –Design of a research can be described as the gross plan of actionchosen by the researcher for integrating multiple factors of research project in a logicaland ordered manner. The research design focuses on obtaining impressive answers andconclusion to the issues or problems. Hence, the researcher or investigator needs tocautiously choose the type of research design in order to conduct the research effectively.Descriptive research design has been used in this examination. The Descriptive researchdesign focus on identifying the various theories related to the topic of the study.Therefore, descriptive research design assists the research in analysing the researchmethods and concepts in order to find out the solution of the issues or problems.Data collection –It is an essential part of a research, this is a process of collecting andevaluating information through the data collected by the researcher. The data has beengathered by interviews, surveys or questionnaire. Mainly, two kinds of methods can beutilised for collecting data in a research which are: Primary method and secondary
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