Research Proposal for Impact of Digital Technology on Business Activities

This research proposal focuses on the impact of digital technology on the marketing department of Marriott Hotel UK. It includes objectives, literature review, and recommended strategies to attract customers through digital technology.

Submission Format:
1. Tutor approved research proposal which should have the following format:-
 research title
 research project description (brief overview of nature of project)
 research aim and objectives (hypothesis)
 reasons for choosing this research project
 literature review (critical review of key references)
 research approach and methodologies
 activities and timescales
 references
Completed research proposal and research ethics forms must be approved
by your tutor before you can continue to Activities 2, 3 and 4.
A research proposal form & research ethics approval form are given in the appendices.
2. A Business Research Project Report including a personal reflective statement:-
Your business research project report should include the following:-
Research Title (cover page)
Abstract, Acknowledgements
Contents page
Chapter 1 Introduction
1.1 Research Proposal
(i) Research project description (brief overview of nature of project)
(ii) Research aim and objectives
(iii) Reasons for choosing this research project
(iv) Activities and timescales
Chapter 2: Literature review
2.1 Introduction
2.2 Literature review
Chapter 3: Methodology
3.1 Research Approach
3.2 Methodologies:
(i) Sampling - Data collection (description of how data would be collected)
(ii) Data analysis (description of how data would be presented and analysed)
(iii) Cost, access and ethical considerations
Chapter 4 Data Collection and Analysis
4.1 Data collection
4.2 Data presentation, analysis and discussion
Chapter 5: Conclusions and Recommendations
5.1 Conclusions
5.2 Recommendations
Chapter 6: Personal Reflective Statement
6.1 Areas for further research (or consideration)
References
Appendices

Referencing
Sources must be properly referenced using the Harvard system.
Plagiarism
Your business research report will not be assessed without submission to Turnitin.
Plagiarism is a serious academic offence. It arises when a student is suspected of presenting work
undertaken by other people as if it were their own. A student is liable to be found guilty of plagiarism if
any work presented for individual assessment is found to contain the unacknowledged work of some
other person or persons. If this involves deliberate misrepresentation of material as the student’s own
in an attempt to deceive the examiners then the offence is very grave indeed.
All sources should be cited and all quotations from the works of other authors clearly identified as such
using the Harvard system of referencing. If a student’s work is found to contain verbatim (or near
verbatim) quotation from the work of other authors (including other students past or present) without
clear acknowledgement, then plagiarism has been committed whether or not the student intended to
deceive.
It is your responsibility to ensure that you are the only person who possesses your assignment material
– never save anything on the hard drive of the college computers.
Unit Learning Outcomes:
LO1 Conduct appropriate research methodology which integrates knowledge into the research
process.
LO2 Conduct and analyze research relevant to a chosen business research project.
LO3 Communicate the outcomes of a research project to identified stakeholders.
LO4 Reflect on the application of research methodologies and concepts.
Assignment Brief and Guidance:
Scenario
Consider that you have recently been appointed as a researcher. You have been given a number of
assignment activities to be carried out and presented to the senior management team of your
organisation. You are required to fulfil the following activities in a research report format which also
includes a personal reflective statement. The assignment requires that you undertake a research
project related to the impact of digital technology on business activity in your chosen UK
organisation. The chosen area of business activity must be related to your specialist pathway of study
(human resources, marketing, operations or finance) unless you are studying a general business
pathway. The unit addresses the elements that make up formal research including the research
proposal, literature review, a variety of research methodologies, action planning, ethical consideration,
carrying out the research itself and presenting the findings.
To complete the unit satisfactorily, you will be required to identify a specific problem or issue related to
your area of business activity and write a research proposal outlining the issues as a problem
statement - identifying the research aim and objectives (and/or hypothesis, if any) necessary to
address your research question. Your research proposal will need to include a relevant literature
review which supports and justifies your research objectives. The aim of the research project is to plan,
collect and analyse relevant data related to the problem identified using appropriate sources (primary
and secondary) before presenting the findings in a research report and personal reflective statement.

You must carry out and conduct the whole research project yourself to show your independent enquiry
and critical analysis throughout. You must seek approval from your tutor before starting your research
project.
Activity 1 - LO1: Conduct appropriate research methodology which
integrates knowledge into the research process.
Based upon the impact of digital technology on business activity identified in your chosen UK
organisation, produce a research proposal outlining the specific aim and objectives (and/or hypothesis)
that needs to be addressed to answer a specific research question.
Activity 2 - LO2: Conduct and analyze research relevant to
a chosen business research project.
Based on the methodology you described in your research proposal (Activity 1), conduct primary and
secondary research using appropriate methods for your business research project that consider
costs, access and ethical issues.
Collect and record the data based on the research question.
Apply appropriate analytical tools to data and research findings.
Activity 3 – LO3: Communicate the outcomes of a research
project to identified stakeholders.
Based on the research proposal (Activity 1) and the research and analysis conducted (Activity 2),
communicate research outcomes in an appropriate manner for the intended audience.
Your completed business research project should now be presented to the senior management team in
a report format.
Activity 4 – LO4: Reflect on the application of research methodologies and
concepts.
Based on your research proposal (Activity 1) and your analysis (Activity 2) and your research
conclusions and recommendations (Activity 3) reflect on the effectiveness of research methods
applied for meeting the objectives of your business research project.
Consider alternative research methodologies and lessons learnt in view of the outcomes.
Learning Outcomes and Assessment Criteria
Learning Outcome Pass Merit Distinction
LO1 (Activity 1)
Conduct appropriate
research methodology
which integrates
knowledge into the
research process.
To achieve P1 you will
produce a research
proposal that clearly
defines a research
question or hypothesis,
supported by a literature
review.
To achieve M1 you will be
required to use the research
onion in the evaluation of
different approaches to
research and to justify your
choice of research methods.
To achieve D1 you should
justify the design of the
methods and techniques of
data analysis.
To achieve P2 you will
examine appropriate
research methods and
conduct primary and
secondary research.

LO2 (Activity 2)
Conduct and analyze
research relevant to a
chosen business
research project.
To achieve P3 you will
conduct primary and
secondary research using
appropriate methods for
a business research
project that consider
costs, access and ethical
issues.
To achieve M2 you should
justify the design of the
methods and techniques of
data collection.
To achieve P4 you will
apply appropriate
analytical tools to analyse
research findings and
data.
LO3 (Activity 3)
Communicate the
outcomes of a
research project to
identified
stakeholders.
To achieve P5 you will
communicate research
outcomes in an appropriate
manner for the intended
audience.
To achieve M3 you will need
to demonstrate how your
research outcomes have
met your research
objectives in answering your
research question.
To achieve D2 you need to
demonstrate critical
analysis of research
outcomes to make valid and
justified recommendations.
LO4 (Activity 4)
Reflect on the
application of research
methodologies and
concepts.
To achieve P6 you will
reflect on the effectiveness
of research methods
applied for meeting
objectives of the business
research project.
To achieve M4 your
personal critical reflective
statement should provide
recommended actions for
improvements and future
research considerations.
To achieve D3 your personal
critical reflective statement
should demonstrate
reflection and
engagement in the
resource process leading
to recommended actions
for future improvement.
To achieve P7 you will
consider alternative
research methodologies
and lessons learnt in view
of the outcomes.

Appendix
Research Proposal Form
Student Name ....
Proposed Title ................................................................................................................................................................................
Section One: Title, objective, responsibilities
Title or working title of research project -The impact of digital technology on Marketing
management ( in the form of a question, objective or hypothesis)
Research project objectives (e.g. what is the question you want to answer? What do you want to learn how to do?
What do you want to find out?):
Research Title
Impact of digital technology on business activities
Chapter 1: Introduction
P1. Produce a research proposal that clearly defines a research question supported by a
literature review
The rate of competition among companies in this modern world is raising at tremendous rate. This
is providing customers with the opportunity of have wider choice of products and services (Lai, 2011).
There are certain set of preferences that are carried out by people before purchase decisions are taken.
Main focus of the research is to determine the impact of technology on raising customer base for a
particular selected firm.
Research aim and objectives
Aim: To determine the impact of digital technology on marketing department: A study on Marriott Hotel
UK.
Objectives:
 To analyse the concept of digital technology
 To identify the strategies applied in marketing through digital technology at Marriott hotel UK.
 To evaluate the impact of digital technology on raising sales and profitability of Marriott hotel UK.
 To recommend promotional strategies to attract customers through digital technology for Marriott
hotel UK.
Section Two: Reasons for choosing this research project

Reasons for choosing the project (e.g. links to other subjects you are studying, personal interest, future
plans, knowledge/skills you want to improve, why the topic is important):
Reason for choosing the research project
There are various reasons due to which this topic is selected. With this respect, one of the reasons
for this aspect is personal interest. I always wanted to develop my understanding towards the strategies that
are applied by businesses to attract customers so that their sales and profitability can be raised. Another
reason is that the research will be helpful for developing my future career.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or hypothesis:
Bell, V., Bishop, D. V. and Przybylski, A. K., 2015. The debate over digital technology and young
people. The BMJ, 351, pp.h3064-h3064.
Cammarota, J. and Fine, M. eds., 2010. Revolutionizing education: Youth participatory action research in
motion. Routledge
Lai, K. W., 2011. Digital technology and the culture of teaching and learning in higher
education. Australasian Journal of Educational Technology, 27(8).
Taylor, R. W., Fritsch, E. J. and Liederbach, J., 2014. Digital crime and digital terrorism. Prentice Hall
Press.
Section Four: Activities and timescales
Activities to be carried out during the research project
(e.g. research, development and analysis of ideas, writing, data collection, numerical
analysis, tutor meetings, production of final outcome, evaluation, writing the report):
Activities and timescales
Activit
y
1
st
W
e
e
k
2nd
We
ek
3rd
W
ee
k
4th
Week
5th
We
ek
6th
We
ek
7th
Week
8th
We
ek
Findi
ng
resea
rch
Topic
Litera
ture
Revie
w
Drafti
ng of
meth
odolo
gy
Finish
ing
Propo
sal
How long this will take:

Desig
ning
questi
on
and
pilot
resea
rch
Carryi
ng
out
and
Recor
ding
Rese
arch
Data
Analy
sis
and
Makin
g
Grap
hs
Discu
ssion
and
Concl
usion
Final
Repo
rt
Editin
g and
Comp
letion

Appendix
Research Proposal Form (contd.)
Milestone one: .....Submit complete draft Research Report for review/feedback.
Target date (set by tutor): .4th May 2018
Milestone two: ........Submit at TURNITIN final Research Report .
Target date (set by tutor): .4th June 2018 (Note: This is the final deadline for submitting your work at TURNITIN)
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and
why?
What your areas of research will cover:
Appropriate research methods and approaches to primary and secondary research
There are different methods, approaches and strategies that are applied so that research aim and
objectives can be attained. In this context, research methodologies consist of systematic analysis made so
that information can be gathered and appropriate outcome can be determined. Following are the research
methodologies that will be used:
Research philosophy: There are various sources through which information related with the
research topic can be gathered (Neuman, 2013). With this respect, there are mainly two types of research
philosophies which are interpretivism and positivism. Among these, the researcher will make use of both
the types as it enables to focus on the aim and objectives in an effective manner.
Research approach: There are two ways that enables to present the research. These are deductive
and inductive, both these have their own set of importance (Taylor, Bogdan and DeVault, 2015). The
researcher will make use of inductive approach as it focuses on the information gathered from specific to
general and helps the viewers to understand the topic efficiently.
Research design: This is the way that makes researcher to focus on step by step aspects that has to
be covered so that the viewers are able to analyse the questions and to determine outcome for the research.
These are of three types which are descriptive, exploratory and experimental. The investigator will make
use of descriptive research design.
Data collection: It is required for the investigator to gather information and this is done through
primary and secondary methods (Neuman and Robson, 2014). Among these, the researcher will make use
of both these methods. Primary through questionnaire and secondary with the help of books, journals,
online sources, etc.
Data analysis: Analysis of data is possible by making use of two different methods which are
qualitative and quantitative. Among these, the investigator will make use of qualitative method. More
specifically, thematic analysis will be used as it helps to present the information in form of tables, charts,

graphs etc. (Cammarota and Fine, 2010).
Conducting primary and secondary research through use of appropriate research methods
In order to conduct the research, there are various types of research methodologies applied and
these methods, strategies, etc. are as follows:
Research philosophy: These are considered to be the belief related with the analysis and collection
of information. In other words, these are the sources of learning and knowledge. For the process of
research methods, this is the first one that comes in the Saunder’s onion (Hunleth, 2011). Mainly, these
are of four types which are realism, interpretivism, pragmatism and positivism. In accordance with the
present study on Marriott hotel, the researcher has made use of both interpretivism and positivism. Main
reason due to which these two philosophies are selected as it helps to gain factual information. In other
words, it focuses on facts regarding the research topic. Implementation of digital technology is analyzed
and considering the findings made. More specifically, positivism is chosen as it helps to gather
information on the basis of observation. On the other hand, interpretivism is selected as it enables to
access the interpreting elements of the study.
Research design: This is a type of research method that is helpful enough to provide data about the
strategies that have to be adopted by investigator for coherent and logical integration for various types of
components of study. These are of three types which are explanatory, descriptive and exploratory. In the
present study of Marriott hotel, investigator has made use of descriptive research. This is selected as
research design as it enables to focus on depicting participants in acute manner (Miller, Birch and Jessop,
2012). Other than this, it also helps to determine the characteristics of phenomenon that is being studies.
In accordance with the descriptive study, there are three different types of methods involved which are
observation, survey and case study. This type of method is selected so that is help to adopt suitable
strategies to carrying out the research. This way, it enables to focus on the digital technology of cited firm.
Research Approach: In accordance with this type of method, there are different ways that can be
used by the researcher to present the information (Gale, Heath and Redwood, 2013). Selection of this type
of method is done so that viewers are able to understand the information presented and it is selected as
preference of the investigator. These methods are of two types which are inductive and deductive.
Inductive are those that enable to present the information from specific to general. On the other hand,
deductive is used in which the information gathered is presented from general to specific. Among these
types of research approaches, the investigator has made use of inductive approach in which information is
provided in specific aspect and then general data about the research topic is provided (Tong, Flemming
and Craig, 2012). With the help of specific observation, the use of digital technology that is applied by the
cited firm that is Marriott hotel is analysed and presented.
Data Collection: In order to focus on the research information of the data related with the topic. It
is possible when researcher has selected most appropriate information for gathering information (Smith,
Devane and Clarke, 2011). In this process, there are two methods which are primary and secondary.

Primary is considered to be the method through which data is gathered for the first time. There are tools
like observation, questionnaire, etc. On the other hand, secondary information is gathered from the side of
other researchers who have focus on similar research topic. There are tools like books, online sources,
journals, etc. Among these two, the researcher has made use of both these methods. More specifically,
primary method is selected with the help of questionnaire and secondary by making use of online sources,
books, article’s, etc. Gathering of information enable to provide in depth understanding for the research
and thus it makes viewers to understand the sources that are used of gather information (Davies, 2010).
With the help of these two methods, the researcher has aimed at considering the sources for the digital
technology that can be used by Marriott hotel in an effective manner.
Sampling: To gather information, it is required to select the sample size that will be effective
enough for which respondents who have proper information about the topic can be selected. These are of
two types: probabilistic and non probabilistic sampling. Probabilistic sampling is determined to be
randomly selection of respondents in which all the samples in the groups has equal chances of being
selected (Anderson, Adey and Bevan, 2010). On the other hand, non probabilistic sample is considered to
be selection of samples done as per the preference of investigator. The samples selected are properly
analysed and researcher selected them as they have proper information about the research topic. Among
these two, the researcher has made use of non probabilistic sampling. More specifically, employees of
Marriott hotel are taken into consideration as they are suitable sources to provide in depth information.
Data analysis: When gathering of information is over, then it requires to have selection of
effective method to be done so that interpretation of the gathered data is possible. In this context, there are
two methods which are qualitative and quantitative (Neuman, 2013). Quantitative method focuses on
considering the statistical tool that helps to provide data in which comparison of information is done. On
the other hand, qualitative method enables to focus on the theoretical aspect in which analysis is made in
such a way by making use of tool like thematic. This is a type of tool that helps to present the information
in the form of tables, charts, graph, etc. As per the current research carried out on impact of digital
technology, the researcher has made use of qualitative method (Neuman and Robson, 2014). More
specifically, the investigator has used thematic as it helps in analysing and interpreting the response that is
given by each of the respondents from Marriott hotel.
Ethical consideration: There are certain set of considerations that have to be determined. These are
focused so that the research is carried out without any type of ethical problems. In this context,
consideration is made in relation with delivering adequate information to respondents. It is required to
make sure that the entire data which is provided to them is proper used so that they take time in order to
provide the information in relation with the research topic (Taylor, Bogdan and DeVault, 2015). Further,
secondary information is also used by investigator and it requires to make sure that information gathered
by other researchers is not used because it increases the rate of plagiarism. Apart from this, it is also
required to have proper system in which personal information of the respondents are saved. As a person is
appointed who is responsible to make note of the personal information and it is used only for the purpose

of research.
Cost consideration: It is essential that research needs to be carried out under different type of
process because of the cost that is involved. There are various activities which are listed down and each of
them consists of certain amount. It is important that proper planning of each task is done in an effective
manner so that within the speculated budget, the research is carried out (Cammarota and Fine, 2010).
Apart from this, proper time management is required so that all the task can be completed within the time
determined. When any one of the activity get delayed, then following activities also get affected.
Assessing issues: There are problems faced by the researcher in relation with gathering of primary
and secondary information. Further, it is identified that major time consumed is for collecting primary
data as proper permission needs to be taken so that employees are able to get time to answer all the
questions that are included in the questionnaire. Further, it was identified that employees were not ready
to provide information without the permission is taken from their manager and then they provided the
answers (Hunleth, 2011). Further, exclusion of journals was done on the basis of old articles, relevance,
etc
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for another
qualification and is appropriate.
Agreed: .................................................................................. (name) ............................................................. date) .....................................................
Comments and agreement from project proposal checker (if applicable)
Comments (optional):
I confirm that the project is appropriate.
Agreed: .................................................................................... (name) .................................................................................... date) ......................................................

Appendix
Research Ethics Approval Form
All students conducting research activity that involves human participants or the use of data
collected from human participants are required to gain ethical approval before commencing their
research. Please answer all relevant questions and note that your form may be returned if
incomplete.
For further support and guidance please see your respective Unit Tutor.
Before completing this form, we advise that you discuss your proposed research fully with your
Unit Tutor. Please complete this form in good time before your research project is due to
commence.
Section 1: Basic Details
Project title: Impact of digital technology on business activities
Student name: Iris Nobile Costa
Student ID number: 17430
Programme: JHND
College: Kensington college of business
Intended research start date: ...20 March 2018.......................................
Intended research end date: ...4 June 2018...................................
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: 
• Action Research: 
• Focus Groups: 
• Other (please specify): ....................................................................................................................................................................
•

Appendix
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? Will this be written? How will it be made clear
to participants that they may withdraw consent to participate at any time?
Studies involving questionnaires / interviews: 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: 

Appendix
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:
Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical concerns? If so,
please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a
result of your research. Please consider/address all issues that may apply. Ethical concerns may
include, but are not limited to the following:
• Informed consent.
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.
• Confidentiality/anonymity.
• Disclosures/limits to confidentiality.
• Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).
• Reporting.
• Dissemination and use of your findings.

Appendix
Research Ethics Approval Form (contd.)
Higher Education Qualifications- Kensington College of Business
Assignment Brief
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy:
Yes:  No: 
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes:  No: 
I confirm that to the best of my knowledge:
The above information is correct and that this is a full description of the ethics issues that may arise in the
course of my research.
Name: .....................................................................................................................................................................
Date: ...................................................................................