E-marketing’s impact on consumer purchase decisions in the U.K retail businesses: A study on Primark Retail Company

CRITICAL REFLECTIONS ON ETHICAL
ISSUES & ETHICS CHECKLIST SUBMISSION

Table of Contents
INTRODUCTION...........................................................................................................................3
1. AIM OF THE RESEARCH.........................................................................................................3
2. OBJECTIVES OF THE RESEARCH.........................................................................................3
3. METHODOLOGY......................................................................................................................3
4. ETHICAL CONSIDERATIONS.................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
APPENDIX......................................................................................................................................8
Research Methods/Dissertation.......................................................................................................8
Research Ethics Checklist – Undergraduate Students.....................................................................8

INTRODUCTION
E-marketing is one of the significant types of marketing which holds great importance
among retail businesses (Keenan, Tsourtos and Tieman, 2021). The current study focuses over
carrying out detailed information about how company's use e-marketing for influencing
purchasing decisions of customers in the United Kingdom.
1. AIM OF THE RESEARCH
To analysis the E-marketing’s impact on consumer purchase decisions in the U.K retail
businesses: A study on Primark Retail Company
2. OBJECTIVES OF THE RESEARCH
 To determine the concept of E-marketing in the UK retail business
 To examine the strategies of E-marketing in consumer purchase decision adopted by the
Primark retail company
 To assess the challenges of E-marketing in consumer purchase decision adopted by the
Primark retail company
 To evaluate the impact of E-marketing on consumer purchase decision within Primark
retail company
3. METHODOLOGY
In this section Saunders research onion framework is followed by researcher because it
assists in collecting relevant and accurate information. It provides certain layers to assemble and
evaluate data.
Research Approach: It is the research method that gives theories for the evaluation and
examination of information. This has two forms which are: inductive and deductive approach.
Investigator has chosen deductive approach so that limited time could be utilised by using
established theory (Basias and Pollalis, 2018). The main benefit of deductive approach is that it
evaluates numerable data.
Research Design: It is one of the research layers which provides methods for the analysis
of information. It gives principles and beliefs for the systematic analysis of assembled data. It
has two forms which are: positivism and interpretivism philosophy. Researcher has used

positivism philosophy as it evaluates recorded numerical piece of information. The major benefit
of positivism philosophy is that it carries out relevancy of assembled numerable information.
There are several strategies which include: grounded theory, action research, case study,
interview, survey, archival research etc. Survey strategy is used by investigator to collect
quantitative information directly from the selected respondents. It has two forms: quantitative
and qualitative choice (Canedo and et. al., 2022). Researcher has chosen quantitative choice as it
accommodates in recording and evaluating numerable piece of information in a systematic way.
Thus, the main benefit of quantitative choice is that it accommodates in taking out measurable
results and outcomes.
Research method: It is of two types which include: primary and secondary data
collection method. Investigator has chosen primary method to record raw information through
questionnaire as an instrument. On the other hand, secondary data is assembled by books,
articles, newspapers, publications etc. It is of two major kinds that are: probability and non-
probability sampling. Researcher has dependent over probability sampling because it helps in
selecting large number of participants and it also follows random strategy. Random strategy
defines that there is no need of selecting particular criteria (Hailes and et. al., 2021). Thus, 50
respondents have selected by researcher to assemble accurate piece of information. It is of two
kinds: cross-sectional and longitudinal time horizon. Researcher has chosen cross-sectional time
horizon because it helps in meeting research aim and objectives in real-time. Thus, this facilitates
in getting up-to-date information.
4. ETHICAL CONSIDERATIONS
There are several ethical principles that get importance in the investigation because it
makes investigation more accurate and relevant (Lo Piano, 2020). Some of the significant ethical
principles are given below:
Respect for the autonomy, privacy and dignity of individuals and communities: With
the assistance of this ethical principle researcher gives right to each respondent to take part in the
investigation voluntarily. In simpler words, respondents are not influenced to take participation
and their autonomy and dignity are protected and respected. An autonomous individual is
capable of deliberation about personal objectives and of acting under the control and direction of
such deliberation (Reid and et. al., 2018). For respecting autonomy, researcher gives importance
to autonomous individuals' considered views and opinions. On the other hand, when potential