Research Ethics Approval Form

This document is a Research Ethics Approval Form designed to guide researchers through the process of ensuring their studies adhere to ethical principles. It covers various aspects, including informed consent, data storage and security, potential risks, and how to address ethical concerns that may arise during the research.

Business Research
Project

Contents
Research Title..................................................................................................................................1
Chapter 1: Introduction....................................................................................................................1
P1. Produce a research proposal that clearly defines a research question supported by a
literature review...........................................................................................................................1
Research aim and objectives........................................................................................................1
Reason for choosing the research project....................................................................................1
Research approach and methodologies........................................................................................2
Activities and timescales..............................................................................................................2
Chapter 2: Literature Review...........................................................................................................3
Literature Review.........................................................................................................................3
Chapter 3: Research Methodology...................................................................................................4
P2. Appropriate research methods and approaches to primary and secondary research.............4
P3 Conducting primary and secondary research through use of appropriate research methods. 5
Chapter 4: Data Collection and Analysis.........................................................................................8
P4. Appropriate analytical tools, analyse research findings and data..........................................8
Chapter 5: Conclusion and Recommendations..............................................................................15
P5. Communication of research outcomes.................................................................................15
P7 Considering alternative research methodologies..................................................................16
Chapter 6: Personal Reflective statement......................................................................................16
P6. Reflection on effectiveness of research methods.................................................................16
REFERENCES..............................................................................................................................18

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.
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.
Research approach and methodologies
Various types of strategies, approaches, etc. are applied in research methodologies that
are helpful enough to conduct the research in an appropriate manner. As per the research
1

approaches, the researcher will make use of deductive as it enables to cover general aspects then
to specific topic (Neuman, 2013). Further, both primary and secondary methods will be applied
for gathering information; primary through questionnaire and secondary through books, journals,
online sources, etc.
Activities and timescales
Activity 1st
We
ek
2nd
Wee
k
3rd
Wee
k
4th
Week
5th
Wee
k
6th
Week
7th Week 8th
Wee
k
9th
Wee
k
10th
Week
Finding
researc
h Topic
Literat
ure
Review
Draftin
g of
method
ology
Finishi
ng
Propos
al
Designi
ng
questio
n and
pilot
researc
h
2

Carryin
g out
and
Recordi
ng
Researc
h
Data
Analysi
s and
Making
Graphs
Discuss
ion and
Conclu
sion
Final
Report
Editing
and
Comple
tion
Chapter 2: Literature Review
Literature Review
According to Taylor, Fritsch and Liederbach, (2014) advancement of technology has
helped in improving the quality of services that are delivered by the firm. On frequent basis, the
rate of taste and preference of customer changes. It is important for the firm to make use of
improved or new technology so that rate of satisfaction can be raised. As per Bell, Bishop and
Przybylski, (2015) employees are the one who have direct interaction with customers. There are
certain set of roles that has to be played by them. When they fail to perform their roles in an
3

effective manner, then it has negative impact over the business. When implementing any type of
change with regard to technology, there are issues faced by the company. In this context, all the
workers may not be in favour of accepting the change. New technology makes management to
hire or train people so that they are able to make use of them in an effective manner.
Chapter 3: Research Methodology
P2. 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
4

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).
P3 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
5

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
6

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
7

manager and then they provided the answers (Hunleth, 2011). Further, exclusion of journals was
done on the basis of old articles, relevance, etc.
Chapter 4: Data Collection and Analysis
P4. Appropriate analytical tools, analyse research findings and data
With the gathered information, it is required to make proper interpretation of the
information that is collected from the side of employees. These are done so that the response that
is given from the side of samples are analyzed and outcome is identified. With this respect,
below given are the thematic analysis made:
Theme 1: Marriott hotel make use of new or updated technology
Does your company that is Marriott hotel make use of new or
updated technology?
Frequency
Yes 11
No 6
Not sure 3
Description: In accordance with the findings made, from the side of workers it can be
stated that use of technology that is made by the firm is done so that high quality can be
delivered customers. It is important for the business to understand the preference so customers
and steps are taken so that they are able to satisfy them. The rate of competition is high and so
use of technology needs to be updated so that competitive advantages can be attained. The
8

findings show that there are 11 of the workers who stated that cited firm make use of new or
updated technology. Further, there are 6 of them who do not think this way. In addition to this, it
also includes there 3 of the respondents who are not sure for the same. This way, it can be stated
that time to time management need to focus on updating and use of new technology can aim at
understanding the requirement of customers. This way, it becomes favorable enough for the
business to attain the goals and objectives that are set by the business.
Theme 2: Current technology used Marriott hotel is effective
Is the current technology used Marriott hotel is effective? Frequency
Yes 5
No 14
Not sure 1
Description: The questionnaire that was filled up by employees, it is identified that the
type of technology need to be updated time to time. For this purpose, research should be
conducted so that management is able to determine the areas in which improvement is to be
made. Apart from this, the support and planning for finance should be made in effective manner.
When this is done efficiently, then it helps the business to make purchases by considering the
budget that is required. As per the findings made, it can be stated that there are 5 of the workers
who stated that the current technology that is used by Marriott hotel is highly effective. Further,
9

there are 14 of the workers on the other side who do find the use of technology to be effective. In
addition to this, there is one of the respondent who is not sure. Thus, it can be stated that cited
firm need to work on developing effective plan that will enable them to implement effective use
of technology so that rate of satisfaction can be raised.
Theme 3: Use of technology provides benefit for the firm to improve performance level
workers
According to you, do you feel use of technology provides benefit
for the firm to improve performance level workers?
Frequency
Yes 13
No 5
Not sure 2
Description: When any type of technology is used, then it is done the issues or problem
that are faced by customers are focused and steps are taken by them overcome them. There are
certain set of roles and responsibilities that has to be played by each one. However, when they
fail to perform them, it has negative impact. Apart from this, the use of business can be improved
when the rate of support from the side of workers is high. On the other hand, when the support is
low, then it becomes difficult for them to attain the set of goals and objectives. Customers are
satisfied, when the services delivered by the firm is highly effective and this is only possible by
10

employees when they have appropriate tool to understand requirements of customers and sets
taken to satisfy them. As per the findings, it is identified that there are 13 of the respondents who
are in favor. Further, there are 5 of them who do not think this way. Lastly, there are two of the
respondent show are not sure for the same. Thus, it can be stated that business can be attain their
set of goals when they make use of new technology.
Theme 4: Digital technology has positive impact on performance
Does you think digital technology has positive impact on
performance?
Frequency
Yes 14
No 5
Not sure 1
Description: When any of activity is implement, then it consist of both positive and
negative impact on technology. One of the main issues that workers face is relation with
perception of workers. When employees do not feel the need of using technology, then it
becomes difficult for them to understand the requirement and interest for the same will be low.
One other hand, the positive perception identified in increase in coordination. When any task is
performed by a single person, then total time taken will be high when compared with same task
performed by a group. This way, it can be stated that rate of performance gets improved when
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business activities make use of digital technology. As per the findings made, it can be stated that
there are 14 of the workers who think that digital technology has positive impact over the
performance of business. Further, there are 4 of them who do not think this way. Lastly, it also
includes one of the respondent who is not sure. Thus, it can be stated that the rate of positive
impact on the business is high when use of digital technology is done.
Theme 5: Digital technologies helpful in improving business activities and productivity
Is digital technologies helpful in improving business activities and
productivity?
Frequency
Yes 12
No 5
Not sure 3
Description: There are certain set of aim and objectives that business around the work
develops. These are done so that employees are able to develop path on which it can be attained.
Improvement in the performance of the business is only possible when the aspects that the firm is
willing to focus on are undertaken and they are achieved in effective manner. There are different
type of department that work with common goal. In this context, it includes marketing, finance,
operations, etc. Among all these use of digital technology is done by marketing department and
these are helpful to make sure that consideration is made in which the goals that are set can be
12

attained. Main focus of the marketing department is to provide adequate information ton
customers so that they are able to know about the services that are delivered. From the
questionnaire that was filled by workers of Marriott hotel, it is identified that 12 of the workers
think that through digital technology it is beneficial for the business to improve business
activities and productivity. Further, there are 5 of them who do not think this way. Lastly, there
are 3 of them who are not sure.
Theme 6: Workers are provided with training for new or updated technology used
In the organization are workers provided with training for new or
updated technology used?
Frequency
Yes 11
No 7
Not sure 2
Description: There are issues faced by workers when use of technology is done by the
business. Employees are the one who make use of technology that are provided by the business.
However, when training and development are not provided to them, then it becomes difficult to
make the employees put on their full efforts. For the finding that is made from employees of
cited firm, it can be stated that firm does deliver their workers with training. In this process,
employees are properly monitored so that they are able to determine the areas in which
13

improvement that is required to be made. More specifically, there are 11 of the employees who
stated that training is provided by Marriott hotel so that they can make the employees to perform
with their full efficiency. Further, there are 7 of the employees who stated that they are provided
with training. Lastly, it also includes 2 of the employees who are not sure for the same. Thus,
training is important to be given so that employees can perform in effective manner.
Theme 7: High quality services are delivered to customers when use of digital technology
are done
Do you think high quality services are delivered to customers
when use of digital technology are done?
Frequency
Yes 15
No 4
Not sure 1
Description: The rate of quality that is delivered by the business when they are able to
perform the set of goals in effective manner. There are certain set of expectations that people
have before any type of purchases are made. When these are fulfilled, then it required the
business make use of new and updated technology so that they are able to deliver high quality
services to customers. In accordance with the findings, it can be stated that there are majority of
the individuals who think that quality of services gets improved when use of digital technology.
14

There are many social sites like Facebook, Twitter, etc. with provides a platform in which
employees are able to interact with customers and determine the issues that are faced by them.
There are 15 of the employees who think that high quality services are delivered to customers
when use of digital technology is done. Further, there are 4 of them who do not think this way.
Lastly, there are 1 of the respondent who is not sure for the same.
Theme 8: Benefits what is most effective one that organization gets with digital technology
Among below given benefits what is most effective one that
organization gets with digital technology?
Frequency
Improves satisfaction of customers 7
Better quality services 6
Reduces wastage 4
Improves performance level 3
Description: Various type of benefits are received by organization like Marriott hotel
when they make use of digital technology. In this context, it includes benefits like improves
satisfaction level of customers, reducing wastage, improves performance level and better quality
services. All these benefits can only be attained by cited firm when they are able to make the
employees accept the changes for implementing new technology. The rate of support that is
required to be put by management is to understand the issues or problems that are faced by them
and appropriate steps should be taken to overcome. In accordance with the findings that is made
15

from the side of workers of Marriott hotel, it can be stated that majority of people think that
digital technology enables to improve the satisfaction level of customers. Further, there are 6 of
them who think that it helps to provide better quality. Moreover, there are 4 of them who have
selected reduction in wastage to be the main benefit that people. Lastly, three of them selected
improvement in performance level.
Chapter 5: Conclusion and Recommendations
P5. Communication of research outcomes
Enclosed in ppt.
P7 Considering alternative research methodologies
As per the outcome that is attained, there are various other alternative research
methodologies that are considered so as to conduct the research at Marriott hotel. With this
respect, in place of questionnaire, interview could have been conducted. Even this is effective
method that enables the respondents with the option to provide adequate information. However,
the only think that can be considered to be an issue is that it is highly time consuming. On the
other hand, in questionnaire, the respondents have to provide answers from the options that are
available to them. Thus it can be stated that this would have helpful enough for the business to
determine the impact of digital technology on marketing. In addition to this, for data analysis, the
research also have to option to select quantitative method as it enables to make comparison
among two of the components that could have used.
Chapter 6: Personal Reflective statement
P6. Reflection on effectiveness of research methods
In accordance with the findings made, it can be stated that digital technology that is use
of by the firm is highly effective. Further, there are issues faced among workers when use of new
or updated technology is done. All employees fail to use the technology as it requires of have
proper training provided. The finding states that effective training is delivered in which workers
are monitored the areas in which improvement is to be made is identified. This way, each
employee is able to put on their full efforts through which rate of business can be enhanced.
However, it is identified that use of technology is not done time to time. This way, the
management faces problem in making customers satisfied. It is important that proper
consideration to be made from each of the worker before implementation of technology is done.
16

When this is not done, it becomes difficult for the business to get support from all the workers.
The perception of each worker is different some may be in favour and there will be few of them
who may not support. The research concludes that the rate of support that firm get when making
use of digital technology is high and also enables to attain the goals and objectives in effective
manner.
Reflection:
The type of research method that was applied helped the researcher to attain the aim and
objective in effective manner. Main focus of the investigation was to focus on the impact of
digital technology on business activities. Further, both interpretivism and positivism were used
and both these have provided to be most effective as it enables the research to focus more on aim
and objectives set. Further, the investigator also make use of inductive approach in which all the
information gathered were firstly about the specific aspects and then general information were
provided. Moreover, descriptive research was carried out so that the research is able to determine
the design that can be applied by the researcher to aim at delivering adequate information. To
make the research more reliable and effective one of the most important aspect that is required to
be considered is related with gathering information. There are two methods with the help of
which information can be gathered these are primary and secondary. Both these methods were
used these have helped to get reliable information. Use of questionnaire is done and information
from workers is gathered. Further, there are conditions in which I faced many issues in order to
make each respondent fill up the form and provide effective information for the research topic.
On the other hand, use of secondary data was used and even this took time for me to select the
most reliable literature that can be used. With this respect, selection of articles are done from up
to date information, elimination of articles were done that contained irrelevant information, etc.
This way, I was able to select the articles and make them use in the present study.
Selection of data analysis method was done in which qualitative was used and this was
helpful enough to consider the research in effective manner and to make analysis of the response
that is given by the employees. The type of perception that is carried out by each of the
employees is different and with the use of thematic it helped in determining the selection make
by the researcher. In addition to this, I had to consider ethical aspects so that the research may
not have negative impact on people. In this context, proper information was provided to workers
who were the respondents. Further, all the personal information gathered from them were saved
17

by making use of system and it was only accessible to a person and the information were used
just for the purpose of research.
18

REFERENCES
Anderson, J., Adey, P. and Bevan, P., 2010. Positioning place: polylogic approaches to research
methodology. Qualitative Research, 10(5), pp.589-604.
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.
Davies, B., 2010. The implications for qualitative research methodology of the struggle between
the individualised subject of phenomenology and the emergent multiplicities of the
poststructuralist subject: The problem of agency. Reconceptualizing Educational
Research Methodology, 1(1).
Gale, N. K., Heath, G. and Redwood, S., 2013. Using the framework method for the analysis of
qualitative data in multi-disciplinary health research. BMC medical research
methodology, 13(1), p.117.
Hunleth, J., 2011. Beyond on or with: Questioning power dynamics and knowledge production
in ‘child-oriented’research methodology. Childhood, 18(1), pp.81-93.
Lai, K. W., 2011. Digital technology and the culture of teaching and learning in higher
education. Australasian Journal of Educational Technology, 27(8).
Miller, T., Birch, M. and Jessop, J. eds., 2012. Ethics in qualitative research. Sage.
Neuman, W. L. and Robson, K., 2014. Basics of social research. Pearson Canada.
Neuman, W. L., 2013. Social research methods: Qualitative and quantitative approaches.
Pearson education.
Neuman, W. L., 2013. Social research methods: Qualitative and quantitative approaches.
Pearson education.
Smith, V., Devane, D. and Clarke, M., 2011. Methodology in conducting a systematic review of
systematic reviews of healthcare interventions. BMC medical research methodology,
11(1), p.15.
Taylor, R. W., Fritsch, E. J. and Liederbach, J., 2014. Digital crime and digital terrorism.
Prentice Hall Press.
Taylor, S. J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
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Tong, A., Flemming, K. and Craig, J., 2012. Enhancing transparency in reporting the synthesis
of qualitative research: ENTREQ. BMC medical research methodology, 12(1), p.181.
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1. Does your company that is Marriott hotel make use of new or updated technology?
 Yes
 No
 Not sure
2. Is the current technology used Marriott hotel effective?
 Yes
 No
 Not sure
3. According to you, do you feel use of technology provides benefit for the firm to improve
performance level workers?
 Yes
 No
 Not sure
4. Does you think digital technology has positive impact on performance?
 Yes
 No
 Not sure
5. Is digital technologies helpful in improving business activities and productivity?
 Yes
 No
 Not sure
6. In the organization are workers provided with training for new or updated technology used?
 Yes
 No
 Not sure
7. Do you think high quality services are delivered to customers when use of digital technology
is done?
 Yes
 No
21

 Not sure
8. Among below given benefits what is most effective one that organization gets with digital
technology?
 Improves satisfaction of customers
 Better quality services
 Reduces wastage
 Improves performance level
22

APPENDIX 1 – PROPOSAL FORM
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.
23

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
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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):
The activities included in this project are finding a suitable research topic, collecting
information form previous research to develop literature review, creating and choosing
How long this will take:
25

research methods, creating a research proposal. The next part of this research is to
implement the research proposal by collecting and analyzing data using appropriate
tools. At the end the activities included providing recommendation.
Activities and timescales
Activity 1st
We
ek
2nd
Wee
k
3rd
Wee
k
4th
Week
5th
Wee
k
6th
Week
7th Week 8th
Wee
k
9
Wee
k
Finding
researc
h Topic
Literat
ure
Review
Draftin
g of
method
ology
Finishi
ng
Propos
al
Designi
ng
questio
n and
pilot
researc
h
Carryin
g out
26

and
Recordi
ng
Researc
h
Data
Analysi
s and
Making
Graphs
Discuss
ion and
Conclu
sion
Final
Report
Editing
and
Comple
tion
27

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
28

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
29

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
30

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,
31

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
32

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) ......................................................
33

APPENDIX 2 – Ethical form
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...................................
34

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): ....................................................................................................................................................................
•
35

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: 
36

37

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:
38

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.
39