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Research Project TASK 11: Research Project Specifications, Outline Specifications and References

Assessing learners' skills of independent enquiry and critical analysis by undertaking a research investigation on consumer behaviour.

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Added on  2019-12-18

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RESEARCH PROJECT TASK 11 1.1 Formulatingandrecordingpossibleresearchprojectoutline specifications1 1.2 Identification of the factors that contribute to the process of research project selection2 1.3 Undertaking a critical review of key references3 Use of social media in the marketing activities of hospitality based organisations in UK 3 Importance of social media marketing in influencing the purchase behaviour of consumers in hospitality based organisations of UK 4 Role of social media in impacting the consumer's decision making process in the hospitality based organisations of UK 5 1.4

Research Project TASK 11: Research Project Specifications, Outline Specifications and References

Assessing learners' skills of independent enquiry and critical analysis by undertaking a research investigation on consumer behaviour.

   Added on 2019-12-18

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RESEARCH PROJECT
Research Project TASK 11: Research Project Specifications, Outline Specifications and References_1
Table of ContentsTASK 1............................................................................................................................................11.1 Formulating and recording possible research project outline specifications........................11.2 Identification of the factors that contribute to the process of research project selection......21.3 Undertaking a critical review of key references...................................................................3Use of social media in the marketing activities of hospitality based organisations in UK.........3Importance of social media marketing in influencing the purchase behaviour of consumers inhospitality based organisations of UK........................................................................................4Role of social media in impacting the consumer's decision making process in the hospitalitybased organisations of UK..........................................................................................................51.4 Producing a research project specification............................................................................51.5 Providing an appropriate plan and procedure for the agreed research specification............7TASK 2............................................................................................................................................82.1 (A) Resources which are required to carry research ............................................................8(B) Relationship between research resources and research questions or hypothesis..................82.2 Proposed research investigation with specific procedure.....................................................92.3 Record and collect required data.........................................................................................10TASK 3..........................................................................................................................................123.1 Appropriate research evaluation techniques ......................................................................123.2 Interpret and analysis results in original research ..............................................................123.3 Recommendation.................................................................................................................17TASK 4..........................................................................................................................................184.1 Present the results and recommendation in formal presentation ........................................18REFERENCES..............................................................................................................................19
Research Project TASK 11: Research Project Specifications, Outline Specifications and References_2
Research Project TASK 11: Research Project Specifications, Outline Specifications and References_3
TASK 11.1 Formulating and recording possible research project outline specificationsTitle of the research- Does social media affect consumer choices?Research theme- Consumer behaviour.Background of the studyMarketing is referred as an essential activity of almost all sort of business organisationswhere it is a leading tool for enhancing the sales of their proposed goods and services.Nowadays, the business establishments are dealing with a rigorous state of competition that inturn is continually postulating them to adopt certain impelling measures so as to attain acontending position in a chosen marketplace. Social media is hereby referred to play a major rolein today's contemporary set of business where its acceptance in the marketing practices is evidentto benefit the organisations to a great extent (Bonn, Cronin Jr and Cho, 2016). The present studyhas thereby concentrated upon an analogous concern of social media marketing to impact uponthe behaviour of consumers by specially influencing their purchase related decisions. It is with aspecial context of hospitality based organisations in UK that are purely into the service basedindustries and are resultantly required to make a close interpretation of their customer's buyingdecisions. The surveyor in the recent investigation have thus referred to elect a renowned hotelindustry of UK named Ritz Carlton that is operating since 34 years and is a subsidiary firm ofMarriott International. It is currently operating in around 30 distinct nations with near about 91hotels at a global level with an approximate number of 35, 000 employees. Research aims and objectivesThis study is carried with a principle intent of assessing the behaviour of consumer'sinfluenced by the use of social media practices that in turn impacts upon their undertakenchoices. It in turn has depicted a pivotal aim of this research work that is “To critically analysethe role of social media marketing in affecting the behaviour of consumers in hospitality basedorganisations of UK- A study on Ritz Carlton”. This purpose of the investigation is furtherbacked up by some well defined objectives so as to assist the surveyor to carry out a systematicresearch with an ultimate achievement of its goals. These objectives are-To explore the use of social media in the marketing activities of hospitality basedorganisations in UK.1
Research Project TASK 11: Research Project Specifications, Outline Specifications and References_4
To assess the importance of social media marketing in influencing the purchasebehaviour of consumers in Ritz Carlton.To evaluate the role of social media in impacting the consumer's decision making processin hospitality based organisations of UK. To recommend some effective ways in which the Ritz Carlton can make an effective useof social media in their marketing related practices. Research questionsThese investigation queries are referred to assist the researcher to carry out a directionalstudy where these are based upon the above outlined objectives and are as stated below-How social media is used by the hospitality based organisations of UK to perform theirmarketing related activities?In what way, social media marketing is important and influences the purchase behaviourof customers in Ritz Carlton?What is the role of social media in impacting the customer's decision making procedurein hospitality based organisations of UK? 1.2 Identification of the factors that contribute to the process of research project selectionThere exists several such factors that largely contributes in the study to conduct a welldefined research work with precise outcomes at the end. Although, a substantial collection ofdata plays a major role in the overall investigation and for which, it is important for the surveyorto refer some authentic sources of data collection Dessart, Veloutsou and Morgan-Thomas,(2015). This generally involves primary and secondary resources to gather both these forms ofinformation where they have a major contribution in the selection of the research project. Besidethis, there together exists two other leading contributors who plays a significant role in theselection of a research topic and are as referred below-Scope of the survey- This is basically in context to the range of the selected subjectmatter. Where in accordance to the present research topic, social media marketing isrelatively having a little existence and very less studied in context to consumer behaviour.In this way, studying it in this reference is referred to be a beneficial consideration of theresearcher. Interest of the surveyor- It is referred to be yet another contributory factor that hassupported the surveyor to elect the research topic of social media marketing. Wherein, it2
Research Project TASK 11: Research Project Specifications, Outline Specifications and References_5
is together based upon a chosen hospitality based organisation of UK named Ritz Carlton.In context to which, certain prevalent issues have been envisioned in satisfying thecustomers to a desirable extent in the hospitality based organisations of UK Hudson Andet. al., (2016). This is where meeting out their exact needs and demands is referred to be aforemost consideration. This in turn necessitates the enterprises like Ritz Carlton to makea superior identification of the prevalent market trends to correspond to the realisticpreferences of the customers. It is therefore with a similar reference to it, use socialmedia is referred to play a considerable role in the marketing activities of theseestablishments to favourably influence the consumer's behaviour. 1.3 Undertaking a critical review of key referencesUse of social media in the marketing activities of hospitality based organisations in UKIn any organization or business, to become successful, to attract new customer's and tomaintain the loyalty towards the consumers, there should be a solid marketing strategy as statedby Law, Buhalis and Cobanoglu (2014). By social media marketing, one means to promote anyproduct or services by the use of social media, or social networking websites. In UK, all theorganization uses social medium to promote there products, so hospitality industry is nodifferent. Social media provides the platform for all the businessman or the common people tointeract with each other and build the relationship. Hospitality industry has different and quiteunique set of challenges that has to be overcome. The hospitality sales are very different from theconventional consumer goods, because the marketers must sell liable product's means tangible orintangible products. Social media allows the customers to direct make on comment about theproduct, their likes and dislikes which gives the hospitality industry a brief idea about the marketcondition of their product. Hospitality industry mostly made up on tourism, so brand identity alsoplays an important role.Pike (2015) with a distinct outlook have stated that the brand must be recognizable, sothat the consumers uses their services again and again. There are certain strategies, thehospitality companies follow to become more successful, with a foremost tact of research. It iswhere people chooses hospitality and other services for various reasons, they always look thatwhat they want, the company is offering that thing or not, so they will always go on social mediato check and to read the reviews. Another ispromotion as another strategy to attract customers isto run various events and promotions during various time of the year, usually when the market is3
Research Project TASK 11: Research Project Specifications, Outline Specifications and References_6

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