Impact of the coronavirus COVID-19 pandemic on the declining high street retail industry in the UK: A case study of John Lewis and Partners

Dissertation Proposal Form
Student Name Supervisor Name
Student Number Course
Project title: Impact of the coronavirus COVID-19 pandemic on the declining high
street retail industry in the UK: A case study of John Lewis and Partners
Start and end dates
of research:
Proposed activity – aims, objectives, research question(s), and state how it is novel
Aim – The aim of this research is to investigate the factors why JLP is one of the
survivors of the coronavirus COVID-19 pandemic crisis.
Objectives – The research objectives are highlights and listed below.,
1) To determine the status of the high street retail industry before the Coronavirus
pandemic (late 2010s)
2) To investigate the most important strategic decisions taken by JLP during its more
than 150 years history before COVID-19.
3) To examine the impact of the pandemic crisis on high street retail industry: losers
and survivors.
4) To describe and analyse how JLP adapted during the pandemic and the vision of
the company about its future after the plague.
Questions – questions that needs to be address and solve are listed below.,
1) What was the condition of the high street retail industry just before the outbreak of
coronavirus pandemic?
2) What kind of strategic decisions were taken in the history of JLP resulted the fact
that it was in a relatively favourable position at the time of the outbreak of the
pandemic?
3) What is the impact of COVID-19 on high street retail industry?
4) What are tactical strategies JLP needed to apply for survival and future success
during pandemic?
How topic is novel
RC 03 Combined Research Proposal and Ethics Form v3 Jul 20

Current topic is novel because this is based on actual situation i.e. Covid 19. The global
pandemic COVID-19 has created major impact over the world and people as well. This is
seen that the major impact of this crisis was seen over high street fashion industry as due
to worldwide lock-down only necessary services were taking place and fashion industry
could not make their place over necessity (Takenaka and et.al, 2020). As the world is
facing pandemic which ls leading into development of isolation as various people are
affected from the pandemic. Retailers are shutting their business which is encouraging the
shoppers to shop with online methods and in this manner businesses are forced to face
financial burdens as well. On the other side plague was one of the endemic which has
become greatest threat for UK as the disease took lives of many people. The report will be
determining the impact of COVID-19 and plague over fashion industry and its future
perspective as well.
The study is related with examining the impact of COVID-19 over high street retail
industry as the industry has faced its peak negative time which is leading them to face
losses and several other consequences such as shutting of business. With the help of
accumulating information under this research, the researcher is going to develop their
understanding related to the strategies adopted by retail industry in order to survive in this
negative time. The main reason of selecting the current topic is to fulfil dual perspective
which is personal and professional. In the context of personal perspective this research is
helpful in determining various activities which are helpful for the organisation to deal
with different crisis such as COVID and many others (Barua, 2020)). The research is
simultaneously associated with various techniques in which I can develop characteristics
in my personality. The other personal benefit within this research is related with its topic
of coverage as the topic of research will going to cover both personal and professional
aspect as well. In the context of professional perceptive as this research will aid in
developing professional career along with personality as well.
Methodology – rationale, data selection and collection, recruitment, participant
demographics, analytical process
RC 03 Combined Research Proposal and Ethics Form v3 Jul 20

Research Methodology: Research methodology refers to the process used for gathering
and evaluating accurate data from useful methodology. Main purpose of methodology
within a research is to facilitate investigator in gathering and evaluating of accurate data
about the existing topic. Research methodology means a detailed study about a given /
chosen topic of a research. It is a technique which is used to identify, process, analyse and
interpret about a topic. There are different types of research methodology, which
explained as below;
Research Philosophy: Research philosophy is defined as such conviction which is
followed within research and helps in attaining research objectives in clear manner. There
are two types of research philosophies such as interpretivism and positivism. Under this
research, researcher will use both research philosophies such as interpretivism and
positivism in order to accommodate decision within results. There are various reasons
behind the selection of positivism type including cost effective, time effective, provide
valid outcomes, helps in collecting and evaluating of numerical data from larger sample
and many more. All these are main advantages of using positivism philosophy within
existing research (Hobbs, 2020). Along with this, there are also certain benefits of
interpretivisim philosophy such as helps in gathering and analysing theoretical
information, assist in attaining research aim and objectives etc. Therefore, both
philosophies are essential in current research.
Research Approach: Research approach is defined as such processes that can be used by
the investigator for completing their research in systematic manner. Research approaches
are divided into two types such as inductive and deductive. In the context of current
research both inductive and deductive methods will be used by the investigator as research
is related with mixed methods. There are various benefits regarding the use of deductive
approach such as possibility to measure concepts quantitatively, not require maximum
time, requirement of lack of resources and many more. Along with this, there are also
various advantages of choosing inductive approach such as not takes maximum time and
helps in attaining research objectives successfully.
Research Method: It helps in understanding what type of data that are going to be used.
It assists in that the data which we collect are going to be used by audience.
There is tree type of research choice:
a) Mono method: In mono method only one method is study either quantitative method
or qualitative method.
RC 03 Combined Research Proposal and Ethics Form v3 Jul 20

b) Mixed method: The term itself says use both quantitative and qualitative method in
study.
c) Multi method: In this method also we combine both the quantitative and qualitative
approach. The major difference between mixed and multi is that in later we divide our
research into segment.
Research choice is regarded as the procedures which can be used in order to gather
information related with research topic. There are two types of research choice such as
qualitative and quantitative. The term itself say research in the form of quantity.
Quantitative research is the process of analysing data by collecting number, facts, figure.
In this data is collected in mathematical or statically term. Here data is collected and
analysis in numerical manner (Jones and Comfort, 2020). Most of the research is
quantitative in nature because it shows the true picture by giving facts and figure.
Within a research, mixed method will be used for collecting qualitative and quantitative
data about the factors why JLP is one of the survivors of the coronavirus COVID-19
pandemic crisis. Qualitative research choices will be used so that to develop research in
appropriate manner. Quantitative research is used in collecting numerical data from
available secondary sources that are books, articles etc. There are different advantages of
selecting mixed method such as provide qualitative and quantitative data, not require
maximum time, assist in achieving valid results etc.
Research Strategy: Research strategy is defined as such aspects which are used by the
researcher in order to evaluate information gathered within research. There are several
research strategies which are used by researcher in order to develop research in significant
manner. Under this research systematic literature review is used so that motive of the
research can be attained. This is an important and useful approach under research strategy.
As it assists investigator in gathering secondary information via books, articles,
publication research, peer-reviewed articles and many more. Therefore, literature review
is essential approach in gathering secondary and in-depth information easily.
Data sources and Collection: Secondary data are those data which are collected by
someone else but are used by researcher for their purpose also. In this type of research,
researcher use existing facts and figure and then conduct our research. Sources of
conducting secondary data are internet, books, journal, government report etc. The most
important advantage of secondary data is that it not only believes up research but also help
in proving or disproving the existing research (Takenaka and et.al, 2020). Data collection
RC 03 Combined Research Proposal and Ethics Form v3 Jul 20