Morrisons' Social Media Marketing: A Research Project Analysis

This research project investigates the impact of social media marketing practices on Morrisons, a major UK retail company, focusing on enhancing profitability and customer base. The project implements a previously proposed plan, employing a questionnaire-based survey of Morrisons managers to gather data on their perceptions and use of digital technology. The research methodology includes positivism philosophy, a deductive research approach, and thematic analysis for data interpretation. The project explores the influence of digital technology on various functions and operations, analyzes the challenges faced, and provides recommendations for improved social media marketing effectiveness. The findings indicate that while digital technology is perceived positively, there are areas for improvement. The project includes a questionnaire, data analysis tables, and a conclusion. References and ethical considerations are also included. The project aims to provide insights into how Morrisons can leverage social media for better business outcomes.

RESEARCH PROJECT
IMPLEMENTING THE PROPOSAL
(PART 2)

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 2............................................................................................................................................1
2.1. Match resources efficiently to the research question or hypothesis.....................................1
2.2 Research methodology...........................................................................................................2
2.3 Recording and collecting data................................................................................................4
TASK 3............................................................................................................................................6
3.1 Use of research evaluation techniques...................................................................................6
3.2 Data Analysis and Interpretation...........................................................................................6
3.3 Recommendation ................................................................................................................16
TASK 4..........................................................................................................................................17
4.1 Using format to communicate with audience......................................................................17
Enclosed in PPT.........................................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
In the era of globalisation and modernisation, digital technology plays an efficient role in
the lives of humans as well as for success of businesses. It is considered as an innovative feature
that assists in speeding up the operations and procedures to enhance the productivity rate of the
company (Impact of Digital technology, 2017). Only because of digitalization and information
technology, competition among companies is increasing day by day. Thus, in order to achieve a
good competitive advantage in the market place, all companies are focusing on implementing
and adopting digital technology within organisational functions and operations. The proposal that
was made in the first part will be implemented in this research project (Silverstone, 2017).
Morrison company will be taken for assessment. It is the fourth largest retail company of
United Kingdom. Its headquarters are located in Bradford, England and Yorkshire. In this
research project, questionnaire will be formulated than interpretation will be given. On the other
hand, recommendations will also be given in this research project.
Aim and objectives of Research Study
Aim: “To analyse the influence of social media marketing practices used by Morrisons in
enhancing their profitability and customer base.”
Objectives
In order to underpin the aim of study, researcher has formulated objectives which are listed
below:
 To ascertain the meaning of social media marketing and its applications.
 To examine the impact of social media marketing done by Morrisons.
 To identify the challenges and limitations faced by Morrisons by using social media
marketing.
 To recommend Morrisons to enhance the efficacy in using social media marketing.
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TASK 2
2.1. Match resources efficiently to the research questions or hypothesis
Resources
In conducting research study, researcher has used some resources to make examination of
study successful. Investigator needs respondents for collecting data. There are also requirements
of books and journals to collect information. Investigator also is in need of pen and paper for
noting some critical points.
2.2 Research methodology
Research methodology is the most important part of research project. In research
methodology, investigator describes each and every method or technique that were used by him
in conducting examination of study. It informs actions taken by scholar in conducting research
study. In order to make examination of study successful, investigator used various techniques
and methods and all the combination of those methods called as research methodology. This
concept describes all the methods and techniques that were used by the researcher in research
study (Walliman and et.al., 2017). By taking help of research theory, end users in
comprehending the investigation more efficiently and easily.
Here are methods of research that are used by the researcher are as follows-
Research Philosophy- Research philosophy is the way by which researcher collects,
analyse and interpret the relevant information and data. The knowledge, nature and source of
investigation study is dealt with this philosophy. There are four types of research philosophies
which are positivism, interpretivism, realism and pragmatism. These all philosophies have their
own purpose and objectives. In this investigation of study, scholar has used positivism research
philosophy. This theory helps in analysing the examination of study and assist in assembling of
data or information by which researcher will be able to execute aim and objectives of
investigation of study (Research Methodologies, 2017).
Research Approach- Research approach is the systematic plan and process that consists
of the steps of broad assumptions to detailed method of collection of data, analysis and
interpretation. In research plan is rudimentary in the study of investigation. There are two types
of research approaches that are deductive and inductive research theory (Jennings, 2018).
Investigator has used deductive approaches of research to testify the assumptions or hypothesis
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developed by them. In this present investigation of study, scholar has used inductive
investigation approach it starts with analysing theory question to analysing aim and objectives of
research study.
Research Design- Research design refers to the plan of action that assist in attaining the
question of research effectively. It is a systematic arrangement of collections or conditions. In
order to conduct successful investigation of study, investigator used systematic enquiry design.
There are four types of investigation design which are exploratory, descriptive, explanatory and
evaluation research design. In this present research study, scholar has used descriptive
investigation designing to address the question in investigation effectively. Descriptive research
design is a type of investigation design that describe present status and it does not require any
hypothesis to begin (Walliman, 2017).
Data Collection- Data Collection is the process of gathering and collecting information
on variables of interest. Gathering of data is the most important part of research study as without
collection of data, none of the work can be accomplished as it finds accurate and complete
answers of problems. There are two types of data collection methods which are primary and
secondary sources. These are very useful sources of investigation of project. Data collected form
primary sources are most reliable as it is collected by investigator himself such as interview,
survey etc. While secondary assembling of data means information collected from other sources
such as books, journals, internet. Primary data is fresh data as it is unused. In this present
research study, data is collected from both sources, questionnaire has been prepared by the
researcher and was filled by manager of Morrison.
Sampling- Sampling is the procedure that has used by the researcher in statistical
analysis in which predetermined number of observations are taken from large population. It is
also a crucial part of researcher study as it is not possible to analyse big population. In general
terms, it is process in selecting sample members from a population (Fletcher, 2017). In this
present researcher project, scholar has used Simple Random Sampling Method and research
worker has surveyed a sample of 15 managers working at Morrisons. This will help investigator
in analysing data effectively and efficiently.
Data Analysis- Data analysis is a procedure of cleansing, inspecting, transforming and
carving of raw information or data with the goal of discovering useful data. There are two
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methods of collecting subject matter or data such as qualitative and quantitative research.
Researcher has analysed the data in effective and efficient manner to reach the goals and
objectives of research. In this research project, investigator has used thematic analysis to
interpret and analyse the investigation of data.
Research Limitation- Research limitation are those problems and issues that cannot be
controlled by researcher (Humphries, 2017). There are different types of limitations that can
occur in the study of research such as shortage of fund, lack of experience in the area of research,
preparation of aim and objectives of research, insufficient responses, implementation of
collection of data by various methods and techniques. These all limitations lay impact on the
interpretation of data. These barriers hinder researcher to reach goals and objectives of
investigation.
Ethical Consideration- It is very important to consider ethics while conducting research
study like data must be informed, privacy concerns etc. There are some norms and standard that
are very important for investigator to carry research. Norms and standards makes difference in
between what is wrong and right. Thus, in this investigation of study, researcher has followed all
the norms and makes research study effective and sucessful (Ledford and Gast, 2018).
2.3 Recording and collecting data
QUESTIONNAIRE
Name: ________________
Age: __________________
Gender: _______________
1.Do you know the importance of digital technology?
 Yes
 No
 Not sure.
2.Does your organisation use digital technology within organisation?
 Yes
 No
 Not sure
3.Will you think digital technology help to think and learn deeply?
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 Yes
 No
 Not Sure
4.State the impact of digital technology on functions and operations of Morrisons?
 Positive
 Negative
 Neutral
5.Does your customers are satisfied with the use of digital technology within its functions and
operations?
 Yes
 No
 Not sure
6.State the benefits of implementing digital technology within organisations.
 Profit will increase
 It minimizes the cost
 Performance become effective
 All the above
7.Among the following functions, which is the most important and effective for your
organisation?
 Attendance Process
 Manual process
 Transaction process
 All the above
8.Does your profit and sales increase with the use of digital technology?
 Yes
 No
 Not Sure
9.What is your opinion on digitalisation as the best tool for competing in the market?
 Yes
 No
 Not Sure
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10.Within the functions and operations of organisation which among the digital technology is
used?
 Email
 Text Messages
 Website
 All the above
TASK 3
3.1 Use of research evaluation techniques
In the above research study, quantitative technique is used for data analysis as it is very
easy and convenient for researcher to analysis. Thematic analysis gives the best answers as
compared to SPSS. The data collected from thematic analysis is more reliable than SPSS.
Addition to this, investigator has used positivism philosophy for conducting examination study
as because it relies on quantitative data and the results are more scientific. Furthermore, this
philosophy follows a well-defined structure during discussion and studies. Thus, positivism is
much better than using other research philosophies (Hugill, 2018).
Researcher has used deductive research approach in this examination study as because it
is more effective than others as it a systematic method of testing hypothesis. It straightly
discusses to the point that helps in explaining rules explicitly and quickly. It is time saving
technique and this is only the reason why investigator has used deductive research approach than
others. On the other hand, researcher has also prepared questionnaire rather than conducting
interviews and others. Questionnaire is much better than others as it is less time consuming and
easy for scholar.
3.2 Data Analysis and Interpretation.
Theme 1: Knows the importance of digital technology
Particular Respondents
Yes 8
No 4
5

Not Sure 1
Total 15
Interpretation-The above questionnaire conducted from 15 respondents of Morrison
reported that 8 managers said that they know as well as understand the importance of digital
technology within functions and operations and want to use digital technology. On the other
hand, 4 respondents said that they do not know about its importance and only one mangers is not
sure about the answer.
Theme 2: Organisation use digital technology within organisation
Particular Respondents
Yes 7
No 5
Not Sure 3
Total 15
6
Yes No Not Sure
0
1
2
3
4
5
6
7
8
8
4
1
Respondents

Interpretation-The above questionnaire conducted for15 respondents who reported that
7 managers said that Morrisons is using digital technology within their operations and functions.
On the other hand, 5 managers said that their company is not getting any benefits from digital
technology and 3 respondents are confused, as they are not sure about their answers.
Theme 3: Digital technology will help managers to think and learn deeply
Particular Respondents
Yes 11
No 4
Not Sure 0
Total 15
7
7
5
3
Yes
No
Not Sure

Interpretation-The above questionnaire conducted where 15 respondents of Morrison
were implemented, and 11 managers of this company agreed that digital technology will help
them to think and learn profoundly as it increases knowledge as well as thinking power. Besides
this, 4 managers stated that digitalisation will not help them in any manner. They did not want to
implement digital technology in their organisation.
Theme 4: Positive Impact of digital technology on company's function and operations of
Morrison
Particular Respondents
Positive 9
Negative 4
Neutral 2
Total 15
8
11
4
Yes
No
Not Sure

Interpretation-The above questionnaire conducted from the 15 respondents of
Morrisons reported that 9 manager of company are in favour of digitalisation as they said that
digital technology leads to positive impact on the function and operations within organisation. It
helps in completing of work faster and effective.
Apart from this, 4 managers of company stated that digitalisation leads to negative impact
on company's operations and functions. According to their reviews, it increases the cost of
production but they are wrong. Beside this, 2 managers said that there is neutral impact of using
digital technologies.
Theme 5: Customers are satisfied with the use of digital technology within its functions and
operations
Particular Respondents
Yes 8
No 3
Not Sure 3
Total 15
9
9
4
2
Positive
Negative
Neutral