Research Proposal: Digitalisation in Business Analytics

This research proposal outlines a study investigating the influence of digitalisation on Business Analytics (BA). It requires students to select appropriate research methods, including interviews, questionnaires, observations, or data analysis. The proposal emphasizes data storage and security compliance with the Data Protection Act (1998) and addresses potential ethical concerns related to informed consent, vulnerable participants, sensitive topics, confidentiality, and data handling. The project culminates in a comprehensive plan detailing the research process, outlining data management practices, and demonstrating awareness of ethical implications.

Business Research
Project

Table of Contents
RESEARCH TITTLE......................................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................4
1.1 Research Proposal............................................................................................................4
Project Description (Overview).........................................................................................4
Research Aims and Objectives..........................................................................................5
Cause of Research..............................................................................................................6
Activities and Timescale....................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
2.1 Introduction......................................................................................................................8
2.2 Literature review..............................................................................................................8
CHAPTER 3: METHODOLOGY.................................................................................................14
3.1 Type of Research Design................................................................................................14
3.2 Nature of Research.........................................................................................................15
3.3 Research Philosophy......................................................................................................15
3.4 Research Strategy...........................................................................................................16
3.5 Data sampling.................................................................................................................16
3.6 Data Analysis..................................................................................................................16
3.7 Ethical Consideration.....................................................................................................17
CHAPTER 4: DATA COLLECTIO AND ANALYSIS...............................................................17
4.1 Data collection................................................................................................................17
4.2 Data Presentation, analysis and Discussion....................................................................17
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................21
5.1 Conclusion......................................................................................................................21
5.2 Recommendation............................................................................................................21
CHAPTER 6: PERSONAL REFLECTIVE STATEMENT..........................................................22
6.1 Areas for further research...............................................................................................22
REFERENCES..............................................................................................................................23
APPENDIX A................................................................................................................................25
APPENDIX B................................................................................................................................31

Research Ethics Approval Form....................................................................................................34

RESEARCH TITTLE
“To investigate the influence of digital technology and high-tech remote controlled
devices on enhancing growth and profitability of business: A case study of British Airways”.
CHAPTER 1: INTRODUCTION
1.1 Research Proposal
Project Description (Overview)
Digital technology can be referred as the electronic technologies which stores generates
and processes the information or data in regard of two state non-positive and positive. Digital
technology has revolutionised the method of conducting business activities through enabling
platform to large businesses to compete with large enterprises. The explosion of digitalisation is
adopting, developing and mutating rapidly that company can access the growth and progress in
significant way (Thomas, ed., 2011). There are endless potential methods through which an
organisation can access and structure their working styles in recent scenario. Owners of either
large organisations, need to undertake the technology implementation in the process of planning
for streamlinked integration in order to make room for further expansion. This assist the owners
of business in operating the business activities along with using more efficient technologies
available. Digital technology is not even proven to the structure and functions of business but
also is effective for different divisions of enterprise such as marketing, HRM, finance,
accounting etc. Different techniques and tools are offered, attempted, designed and involved in
structure and different procedure of business organisation in order to meet different outcome.
This shapes the vision, mission along with track the activities functioned in business directing
toward success and enabling more achievement (BRITISH AIRWAYS TRANSFORMS
INTERNATIONAL BOARDING EXPERIENCE, 2017).
Both term digital technologies and digital disruption might seem similar but have
different existence. Digital technology refer to to the technological advancement from analogue
to mechanical device which is present as digital technology in the recent era. Whereas, digital
disruption can be referred as the change or modification which incur when new business models
and digital technologies affecting the value proposition of company's existing services and
products. Through opting digital technologies, organisation, whether large companies can easily
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accelerate their growth and development of business organisation. The benefits are employed by
various groups, division and activities of business organisation of all categorises, groups and
industries. British Airways is the largest airline enterprise in entire UK and the flag carrier
(Verzuh, 2015). This is also enlisted as second largest company in terms of measuring
passengers number carried out by company after EasyJet. The company was merged with Iberia
in the year 2011 in January. British Airlines combining various assets of British European
Airways and British Airways Corporation who were initially formed in 1953. It was formed after
the creation of British Airways Board in 1974 who was formed through British state to maintain
the two nationalised corporations of airlines. This report will develop a proper analysis of impact
of those digital technologies and high-tech remote controlled devices over the activities of
business organisation in British Airways. In order to target their potential clients and providing
proper consumer satisfaction, company has carried out new technologies and advanced services
and products emphasising the business revenues (British Airways takes child’s perspective for
latest digital campaign, 2013). After including high technology within the enterprise framework,
organisation has observed that this not only assist in meeting market share, but also enhance
productivity of services, attracting potential clients, arranging and managing service users along
with meeting their determined outcomes in more significant manner (Viaene and Van den
Bunder, 2011). Adopting new techniques into the business of British Airways has enhanced their
employee working productivity and performance of worker that can lead to better culture and
mind-sets in regard of facing real change.
Research Aims and Objectives
This is one of the significant part of research that is fundamental for a researcher to
follow while developing an authentic and structured research report. The major aim of this
research is “To investigate the influence of digital technology and high-tech remote controlled
devices on enhancing growth and profitability of business: A case study of British Airways”.
Objectives of Research: Research objectives helps in achieving the business objectives
helping an enterprise in achieving the basic outcome of research projects in more efficient
manner. Here are framed the key objectives behind aiming over the specific mentioned aim:
 To understand impact of high-tech remote controlled devices on business organisation
and their growth.
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 To ascertain the requirement of digital technology in functioning the different operations
of organisation.
 To assess basic need of digital disruption for enhancing growth of British Airways. To evaluate recommended high-tech remote controlled devices that influence the
business profitability and lead to development.
Research Question:
 How the business organisation and its growth is affected by high-tech remote controlled
devices?
 What are the requirements of digital technology for proper functioning of different
operations of business?
 What are the basic need of disruption of digitalisation for growth enhancement in British
Airways?
 Which are the high-tech remote controlled devices that influence profitability and
productivity of business leading British Airways to success?
Cause of Research
In order to survive in competitive business industry, business organisation require proper
edge to survive in the industry. New structure and process need businesses to be consumer-
oriented agile, efficient, innovative and most essentially aligned with the future and present
consumer requirement (Lai, 2011). Digital transformation is not only stage of development, but
also helps in meeting the business objectives. Technology has significant impact on the operation
of business. Hence, the major cause behind developing this research project over this topic is:
 The significance of digital technology has been increasing in the market over the decades.
Hence, the companies have been disrupting their basic system and procedures into more
digitalised way from past few decades. Hence, this project development over this change
was more effective rather than other in context of company.
 On the other side, developing a project over the basics of digital technologies along with
their impact over the business activities is more knowledgeable and informative as this
can provide awareness in regard of new trends (Yoo, 2013). A researcher can enhance
their concept of definite area along with achieve more expertise in digital technologies.
This is another cause behind adopting it as the research project.
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 Digitalisation has not only one but versatile usage within the working enterprise which
can assist an individual in establishing effective communication among clients and other
consumer and enhance the operations efficiency of different enterprises (Digital strategy
and capabilities to win in a digitized world, 2017). In addition, class relation and business
culture can be conveyed that can also be used for financial division of organisation that
can lead to more. Hence, it has varieties of use in the different sectors and departments of
working company. Therefore, investigator has chosen this as their research tittle.
The above-mentioned causes represents why investigator has selected this research topic
for the future purposes (Taneja, 2011). The analysis of technological development in British
Airways can satisfy their requirements and demands of enterprise along with leading to proper
outcome in organisation.
Activities and Timescale
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Disruption of digital technologies in business organisation is trending in the recent
scenario of industry. This can be considered as the general but required for regular basis within
the enterprise. Main cause behind the digital disruption is continuous and rapid technology
advancement and globalisation that allow the models of new business to be established at
incremental rate along with rapidly decrease prices. Hence, British Airways has been stressing
over use of digital technologies which can lead to more achievement and success within the
airlines industry. In this discussion, scholars and authentic research will be evaluated in the
previous in order to frame suitable outcomes and finding in more significant style. For this
purpose, they will evaluate major research journals, books, articles and research plans which has
been undertaken that needed to evaluate through the different study of information and data.
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2.2 Literature review
1. Impact of digital technology on business organisation and their growth
As per the Mowlabocus (2016), the digital technology rise has paved the various
innovation in the way of organisation. With the help of this, more and more commercial entities
are rapidly leveraging their digital tools benefits to develop their basic prospects. This has
become more crucial process to accomplish the success within an enterprise. The term
digitalisation has been incurring in entire around the business industries affecting the activities
and growth of companies exchanging the values and functions of company. There are various
types of growth and innovation that can be adopted through the assistance of various business
models that help in reducing the costs. Here are mentioned the major areas discussing the ways
through which this technology is leading to growth:
Personalized Experience: As per the point of view of Chrisos, (2018) personalization is
identify as an effective and essential form of new technology which will assist British Airways to
increase their customer connections. High-tech remote controlled devices have already been
established that display visitors how a service look in their space. It will help them an
organisation to improve their growth and development within airline industry.
Droves of data: Modern and advanced technology allows marketers in order to gain a
large amount of knowledge and information regarding their clients. However, British Airways
need to understand how, when and where to use that information. According to the Clodagh
O'Brien, (2018), there are different and essential ways to accomplish this such as: knowing
which type of metrics are most essential to business growth, understanding which channels of
customer are going to pay off and many other. All these are identify as main part for the growth
and development of company within predetermined time period. Instant Communication: Business has been assisted in better level or standard of
communication with potential consumer which has helped in conveying and marketing
message within enterprise. Social media activities and other channels can build two wat
communications within the working enterprise. Data protection and content overload: Through the help of digital technology,
organisation can be reaching the channel of distribution along with protect the
information or data of enterprise (Chaffey, 2015). This has disrupted more creativity and
prospects of marketing message across consumer. Also, management and administration
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division is facilitated more information and data that can lead to more protection and
confidentiality in organisation. Foster Intimacy: Business can earn more enormous number about consumer's potential
associated with the information which can lead to more accumulation. Through the help
of digital technology, organisation can maintain more work efficiency and foster intimacy
among firm that lead to growth and nourishing working environment.
 Brand Management: Through adopting digital technologies in the practices of marketing
and promotion, a company can lead to more branding activities and builds recognition of
enterprise in the global market (BRITISH AIRWAYS TRANSFORMS INTERNATIONAL
BOARDING EXPERIENCE, 2017). Organisation can manage or create their different
brand recognition through utilising appropriate tools and techniques of digital technology
as their means of communication. There are various enterprises including British
Airways, Marks and Spencer, Tesco, L'oreal etc. which are constantly opting these tools
and techniques.
As per Aldoy and Evans (2011), There are various benefits which such technologies are
rendering to the organisations or commercial industry over last few years. Hence, firm need to
operate various practices and activities within the organisation for achieving their business
objectives. Whether extensive organisations or enterprises, there are several benefits which is
rendered by digitalisation disruption leading growth and development. Overall, digital
technologies is leading to more advantages and benefits along with uplifting organisation's
market situation.
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Illustration 1: Financial increment due to digitalisation of BA
Source 1: Financial increment due to digitalisation of BA, 2017
This can be affirm from the above mentioned graph that due to the advanced and high
technology, British Airways has experienced successfully changes within the competitive
marketplace. As per the illustrated ratio of financial data of BA, this can be examined that in
comparison to 2010 data, the company has risen drastically which is considered one of the
largest UK airways company (British Airways Plc: Annual Report and Accounts 31 December
2016, 2017). Hence, this can be claimed that digital technologies lead numerous positive benefits
to the company.
2 Requirement of digital technology in functioning the different operations of organisation
According to Morgan and Pritchard (2012), this has been seen that each and every
business industry, expectation of consumer is increasing in both direct and indirect way in regard
of productivity, convenience, accuracy, speed along with services and products of enterprise.
Digitalisation, on other other hand, has experienced the business organisation a break rendering
more ease in managing operations and reaching their target of enterprise in more significant
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manner. Indeed, digital capabilities are quite advanced and new for then, but companies are now
balancing more less investment in the operations of organisation. Hence, as per the studies,
digital technologies have become as requirement of companies for leading toward more
efficiency and productivity. No business organisation nowadays can function without disruption
and utilisation of such activities within the company. Digital transformation cannot be eliminated
as this has become the priority and major demands of buyers. Digital technology is highly
required by the each and every organisation for maintaining long run sustainability at
marketplace. There are some points which show digital technology is highly needed by the
British Airways. Few are determined as under:
Improved Productivity: British Airways decide to implement High-tech remote
controlled devices at their workplace. This devise help an organisation to improve their
productivity and profitability level by providing better and quick services to the visitors at
affordable price. According to the Don Q. Dao, (2018) each and every business is looking to
enhance its productivity or performance. One way to accomplish this goal and objective is by
implementing advanced technology that can support their workers to collaborate, work and
communicate better way.
Digital technology improve the customer experience: In competitive business world,
knowingness regarding visitors is more essential for the British Airways. It is a role of company
to provide strong experience to the customers which is necessary for the organisation to sustain a
successful business operations at large scale. Thus, it is needed by the company to improve their
business operations and activities within preset time duration. Effective Communication: Digital technologies support effective, interactive and two-
ways communication along with supporting the consumer the opportunity of responding
and rendering feedback to the working organisation. Ease in Operating Activities: Digitalisation assist each and every business organisation
in functioning their business operations in effective manner. Through the assistance of
disruption of digital technologies, more security can be managed along with productive
and quick management of implied operations.
 Safety and Security Management: Through the help of this, company can manage more
safe protection system for organisation as well as employed worker assuring the
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protection on the basic level. Digital technological security framework, despite of
traditional method enables more safeguarding and chance of disturbance in functioning.
Qiao and Griffin (2016), said that digital technology has various usage within a business
company whether it is associated with the communication flow or operating the business
operations of British Airways in more smooth and quick way. Above mentioned are the brief
benefits and requirements of digital technologies that can be opted by a working organisation
that is needed to be managed within a working sector in more effective manner for the purpose
of gaining best outcomes. Through the assistance of this, organisation can manage their
technological growth and amend their system, process and structure in more efficient manner. A
company by managing more advanced digital technologies can also maintain their employee
relation. Henceforth, overall development can be achieved through advancement of technological
aspects of company that helps in managing overall activities of company in significant manner.
Henceforth, a business organisation whether it is large or small require disruption of
digitalisation within their working framework in order to perform effectively and efficiently.
3 Basic need of digital disruption for enhancing growth of British Airways
Davies, Dodgson and Gann (2016), quoted that After the failure in the massive IT system
in British Airways, the company has been largely been blamed for the power surge majorly
which is supported the framework-system ineffectively. Massive disruption to the schedules of
flights, numerous passengers stranded in many parts of the entire world. Understanding the
major development aspects and driving efficiency increment, digital technologies has provided
more surface of development and evolution. Digital tools and technologies has been leveraging
their digital techniques to redefine and create more models of business. Emerging companies are
rendering more value-added products to their customer in the leisure of traditional sector of
travelling.
Marston and et. al., (2011), said that benefits of digital technologies through the intensive
information procedure, cost of services and products can be trimmed by more than 90% as well
as turnaround at times which is developed through various magnitudes orders. Digital disruption
has rendered more skills and abilities in the airlines and tour operator sector that can help in
supplying shortly. The objective is to build more excellence with the trained and modified
members of staff which can be managed through the procedure of digitalisation quickly. Hence,
this is fundamental for the members of team and organisation to support their skills and
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requirements to create the needed technological elements in the organisation through assistance
of more modified technologies that can help in maximising the scale of economies.
Stott, Stone and Fae (2016), said that more airlines companies are adopting the digital
disruption in the tourism industry. Airline companies are facing more drastic alternation in the
landscape from developing consumers on demand services to the streamlined technological
operations with new disruption. This can be considered as the method of improving their
experience and capabilities they deliver. Hence, British Airways has been facing a variety of
challenges in the competitive working environment in the market. The emerging solution of
technologies need to be influenced in more productive manner. The sited company is adopting
the digital technologies through adopting the method of digital innovation that can assist them in
achieving business objectives in significant manner.
British Airways have adopted numerous practices and technologies within their
organisation as this has extensive reach worldwide. The organisation has made use of numerous
technologies with time in regard of supporting their services and creating consumer ease while
facilitating their services. Hence are discussed some of the technologies which are optimised by
the organisation in regard of achieving business objectives: Biometric Boarding Gates: BA has become one of the foremost organisation to make use
of self-service biometric departure gates on the global flights while working with
partnership with USA, Airport of Los Angeles (BRITISH AIRWAYS TRANSFORMS
INTERNATIONAL BOARDING EXPERIENCE, 2017). This new technology and
innovation of BA has initiated an special trial which can transform experience of
consumer through evolving process of boarding and fundamentally decreasing the time
duration which takes by aircraft. This new technology have assisted in creating more
smoother journey and better security system allowing identifying unique reconciling
features and scanning facial activities. Eco-friendly Mototok Tugs: BA has introduced advanced technologies in their airlines
segment worldwide launching high-tech remote monitored machines and devices to
created their short-haul activities more effectively. The company have launched new eco-
friendly Mototok Tugs that make departure of aircraft more efficiently. These equipments
utilised to transfer Airbus aircraft for short-haul that helps in replaces traditional agreeing
a individual which is a single ramp to an backwards from the remotely gate.
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 Digital Pill: British airway has used ' digital pill' in order to make their flying easier.
Through this technology firm are able to provide quality customers services. The impact
of Digital pill is a ingestible sensor which are detected internal temperature of flight and
its also identify stomach acidity as well as others internal acidities. It is a wireless
instruments so that easily used by British airways.
4 Recommend the digital technologies that influence the business profitability and lead to
development
As per Henriques and Richardson eds. (2013), in the leading organisations of airline
companies, this has become a challenge for business to evaluate the readiness of digitalisation in
the world. Digital technologies can be defined as the tool which can significantly operate the
airlines, despite of the manner to modernise their isolated activities and business functions. This
enables the new data-driven collaboration across entire functions of airlines collectively. British
airways have transformed their system into more digital format through the help of building and
implemented digital strategy. The company has developed more technologies within their
working system in regard of achieving the major elements of business leading to development.
Through digital marketing, a business organisation can achieve their consumer's lifetime
value in regard of developing a suitable strategy of business. In this context, consumer has more
value increasing their buying power that can helps in creating profitability and performance
along with their various operation. Although, department of IT and digital division are aiming in
the improving performance which can also help in admitting the budget. They also agreed in
helping in conventional tools which gradually facilitate in the procedure of decision making
process. Technological trends can influence the business industries. Hence, in order to stay
competitive, this is required for British Airways to use more modern technologies to offer their
consumer satisfactory experience. Here are mentioned the major digital technology that is
helping organisation in achieving their business objectives in airline sector:
Connectivity: This is more growing airline technology trend that has been put as the
priority by British Airways while involving digital technologies in the working environment.
They offer the hyper connectivity to increased utilisation of various device, which is changing
the etiquette and rules of airlines service plan or started through offering their traveller versatile
features etc.
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Tracking, sensors and biometric technology: Another development in the trends of
British Airlines that is using biometric check-in framework as well as solution baggage. This has
impressed the security system providing more technology. Tracking and sensors technology is
increasing their interest as airlines explore effective and smart technology. Hence, British
Airways can opt this unplanned updated technology to carry out the major products and parts.
The whole procedure can be optimised by company for dealing more maintenance strategies and
modified solution to provide better security options.
Virtual Reality: This is one of increasing and effective tools of digital technology which
companies are involving major role in adopting and functioning the system in more significant
manner. This innovation of British Airways can assist in achieving their business objectives and
perform the practices in better form. In order to carry out these technologies, British Airways is
initiating more exciting technologies and intrinsic advancement within company's working
environment.
Cloud Solution: Increased use of cloud technologies within the system and framework,
digital technologies can assist in achieving business objectives. The whole procedure can help in
meeting the outcome through carrying out the operation in more quicker and paced form. It is a
technological system of information which enables ubiquitous entrée to exchanged pool of
configurable framework resources as well as higher service level that can constantly provisioned
with the reduced efforts of management, often of the web or internet.
These are the technologies and framework that can assist in achieving their business
objectives in more significant manner. British Airways can opt above mentioned technologies
within their system in order to grow and compete their competitors. There is various assistance
that is provided by digital technologies despite of this which is supporting for a business
organisation (Merkert and Cowie, 2012). Entirely, it assists in achieving the development criteria
through meeting set target.
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CHAPTER 3: METHODOLOGY
Research can be referred as the academic practice which can be used in technical sense.
This consists of redefining, formulating the issues, structured hypothesis, organising, collecting
and information issues, undertaking the decision making as well as experimenting the concluding
and findings in appropriate manner. Methodology of research project is one of the most
significant part of a working company which helps in carry out most appropriate and suitable
finding through undertaking the method of research along with using different technique and
methods that are fundamental for the research work. This is required to outlines and explain
major perspective of those elements which is mentioned as below in order to achieve their
business outcome.
3.1 Nature of Research
A research design can be defined as the entire strategy that an investigator optimises to
integrate the distinct elements of research study in logical and coherent manner, thereby, making
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Illustration 2: Research Onion
Source 1: Research Onion, 2018

certain whether research will efficiently address the issue of project. This consist of blueprint for
the gathering, measurement and data analysis. This discuss the issues such as methods of
evaluation, research cost, time duration, objectives, possible result, activities, duties and role etc.
Various types of research design can be utilised by the researcher of British Airways which
consist of descriptive, exploratory and experimental or causal method of research. This research
report will opt he exploratory design of evaluation which is associated with the qualitative
method of research. This is related to some certain abstract opinion or idea theory where
investigator seek to evolve new concept or reinterpret the existing one.
Descriptive design of research consist of fact findings and survey enquires of different
sorts. The main drawback of this report is it has no track or control over the variables. It is more
certain and persuasive method of research which is often optimised in the recent scenario for
conducting a report of research (Vaioleti, 2016). This assist in understanding the entire
information and data in elaborated form. This support the proper direction to the performance of
British Airways through shaping their findings and outcomes.
3.2 Research Philosophy
Research philosophy can be considered as vast discussion issue which go in details of
products, this is considered as the brief about the techniques and manner in which the
phenomenon of data and information is being explained that whether it should be accumulated,
evaluated and optimised. Basically, there are commonly two basic philosophical approach which
is being used in the report of research i.e. interpretivism and positivism. Positivist prefer the
method of quantitative research where on the other hand, interpretivism is more humanistic
qualitative techniques. In the presented report of research, the investigator will opt the
interpretivism method in order to evaluate and analyse the accumulated data in systematic
procedure. This is associated with the nature of human being which keep changes as the per the
variation in social elements. This focus over the social role in the other individual as per the
mindset of researcher.
3.3 Research Strategy
Research is a systematic and scientific method through which a researcher employs in
order to practice the research method in more significant and effective manner. There are
basically two major categories of research i.e. deductive and inductive approach. In the project
report, the investigator will opt inductive approach of research in regard of highlighting the
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quantitative facts and data for supporting the whole report, this is reckoned on the figures and
facts availability that are accumulated through the analyst (Miller and et. al., 2012). It focusses
over the generating more set data in collected from in regard of understanding the major
relationship and main pattern to create the key theory. In this approach, they light over the main
theory for questioning the explored report of research.
3.4 Data sampling
Along with the estimation of research theory, sampling is undertaken as the major
fundamental part of the whole assignment which can assist in representing the whole population.
Entire elements or public which comes under the report is called population or universe. A
research should select must determine the method of sample in order to accumulate data in
organised and disciplined manner (Roberts, 2013). There are major two types of sampling i.e.
printability and non-probabilistic sampling methods that can be optimised by a researcher. The
report will outlines the population by undertaking probabilistic methods of sampling using 10
respondents as the sample size of the project. In order to accumulate data, investigator has opt
questionnaire methods as a data collection tool.
Sampling and sample size: In order to select sample size there are different method such as
Probability and non-probability sampling method. In case of probability sampling method,
researcher select simple random sampling method which help in targeting large number of
sample size. In this selected sample size is 10 which is selected with the help of simple random
sampling method.
3.5 Data Analysis
For collecting accurate and proper amount of information, there are basically two types of
data collection tool. One is primary and other one is secondary source.
Primary source: In case of primary data, researcher will prepared a questionnaire which will
assist in gathering actual data from the respondents.
Secondary source: On the other hand, secondary source, researcher will need to use different
books, journals, articles, journal publication and many other.
All these are help in collecting of appropriate amount of data and drawing of valid
conclusion. (Choy, 2014).
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3.6 Ethical Consideration
This is one of the major critical part of a research report. This refer to the standards and
norms in order to conduct that which is eliminated between wrong and right. This area explains
the various methods and fields of research which is necessary for the research report expansion.
While conducting the report of research, this is required for an investigator to accumulate the
appropriate data in more fundamental manner (Dunne, 2011). The researcher is accountable for
the making certain that information confidentiality is managed related to the responders from
whom the data is being managed. Researcher aims on achieving objectives and target of the
researcher in the most fundamental manner.
CHAPTER 4: DATA COLLECTIO AND ANALYSIS
4.1 Data collection
Various methods and techniques is employed by a researcher in order to achieve the final
outcome of research report in more significant manner. The accumulated information and data
which is being used in this research report is gathered through using questionnaire method as the
accumulation tools of report. There are various types of investigation that is required to
accumulate or use before developing a research project. There are major two types of
investigation i.e. qualitative which focus over more behaviour and traits of project and
quantitative research which include more quality and statics-based information and data
(Silverman ed., 2016). This report will undertake the qualitative methods of research in order to
meet the behaviour and effectiveness of assignment along with finding statics and figures.
Employing this method of research can assist in carry out more figures and statics in context of
research report. Hence, report will look over both qualitative and quantitative methods to reach
the outcome. This research section can link with the research theme which is designed according
to the question of research. The respondents are chosen from the employee group of British
Airways that has been interpreted as below:
4.2 Data Presentation, analysis and Discussion
Through the assistance of questionnaire, the organisation has accumulated presented
information and data which will be interpreted in this part of report. Here are mentioned the
detailed interpretation and evaluation of gathered information which is presented as below:
Theme 1: Digital technology lead to growth and development
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Q 1) Is digital techniques and tools affecting
your company's growth and development of
organisation?
Frequency
 Yes 36
 No 4
Interpretation: This can be affirmed from the above-mentioned illustration that digital
technology plays a huge role in the growth and development of an organisation like British
Airways. More than 36 responders have stated that this has positive role in the growth where
approximate 4 respondents claimed their views against this statement.
Theme 2: Effectiveness of high-tech remote controlled devices
Q 2) Is high-tech remote controlled devices
essential for British Airways to enhancing their
growth and profitability?
Frequency
 Yes 8
 No 2
Interpretation: As per the above mentioned chart, it can be concluded that High-tech
controlled devices is effective and essential for the British Airways. This statement is agreed by
8 respondents and remaining 2 are not agreed.
Theme 3: Requirement of digital technology
Q 3) What are the requirements of high-tech remote
controlled devices for proper functioning of different
operations of business?
Frequency
 Improve Productivity 5
 Improve the customer experience 5
Interpretation: As per the above mentioned information, it can be concluded that high-
tech remote controlled devices is essential and require for proper functioning of various
operations of business. In this respondents are give equal chances to improve productivity and
enhance customer experience.
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Theme 4: Online marketing and sales upliftment can be achieved through digital technology
Q 4) Which activities and operations of British
Airways is majorly affected by the digital
technology disruption?
Frequency
 Online Marketing 3
 Advertisement 3
 Sale 3
 Supporting Connectivity 1
Interpretation: The above-mentioned report claims that online marketing is one of the
major used operation that is performed by British Airways through the assistance of digital
technology as per the accumulated response of testee as 14 of them responded in its favour.
Hence, on the other side, approximate 10 responder claimed that digital technologies help in
supporting connectivity among consumer and enterprise along through the help of advertisement
management of enterprise. Where, at last, more than 6 of them stated that sales increment can be
achieved directly through this help.
Theme 5: British Airways use high technologies for functioning operations
Q 5) What are the new invented techniques and
technologies adopted by British Airways that is
assisting in their operations
Frequency
 Mototoks 4
 Hybrid Vehicles 1
 High Security system 3
 Cloud technique 2
Interpretation: British Airways is known as the first airline company which render high
tech services to their consumers and service user. 14 responders claimed that Mototoks for
carrying luggage is helping and assisting. Where 10 of them stated that hybrid vehicles used by
company is effective. In the other hand, cloud technologies and high system of security has been
responded by 8-8 respondents.
22

Theme 6: Digital technology impact on profitability and performance
Q 6) What are the major effect of digital
technology on business operations and its
growth?
Frequency
 Personalized Experience 6
 Droves of data 4
Interpretation: From the above given chart, it can be concluded that digital technology is
more effected on business operations and its growth. In this 6 out of 10 respondents are say it
positively impact of personal experience and remaining are favour as it effect company while
collecting of accurate information.
Theme 7: Digitalisation provide satisfaction to consumer in term of new service development
Q 7) As per your opinion, are new services and
product technological advancement is
satisfactory according to expected outcome?
Frequency
 Satisfied 9
 Dissatisfied 1
Interpretation: More than 34 responders are satisfied with the provided services and
engagement of digital technologies where more than 6 of them are not satisfied with it in British
Airways.
Theme 8: British Airways can improve their system through continuous system advancement
Q 8) What are the expected technological
advancement which British Airways can be adopted
by company for development?
Frequency
 Connectivity 3
 Tracking, sensors and biometric technology 2
 Virtual Reality 2
 Cloud Solution 3
23

Interpretation: British Airways can adopt VR as 14 responders claimed in favour of this.
10 responders has favoured for cloud techniques and connectivity whereas 6 of them claims to
improve more biometric technology, sensors and tracking activities.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
The whole research report summarised that digitalisation has wide scope in the business
sector which not only helps their current activities, branding, marketing, functioning and
operational department but also assist in achieving their British Airways objectives in significant
manner. British Airways is one of the largest airlines sector of United Kingdom which is also the
first company that assist in achieving their business objectives in significant manner. There are
various areas and sector that can help in meeting their business objectives along with managing
their growth and development in proper way. British Airways has emphasised over their
development and growth along with the maximisation of revenues and profitability through the
assistance of digitalisation in significant way. Through accumulation of authentic data and
information in the respected research report, it has been evaluated that various media, techniques
and tools can be optimised by BA for their evolution and digital transformation in order to reach
their set activities and outcome in more effective manner.
Consumer's buying decision and behaviour in context of purchasing their services and
products keep varies as per their demands and view. Digital media and strategies have the
strength to shape and contour their decision and judgement through forming their opinions and
views in context of specific commodity. Also, digital technologies not only help in enhancing
productivity but also assist in forming the terms and guidelines of company in more significant
way. Hence, this can be state from the stated report that British Airways can enhance their
positioning in the competitive marketplace incrementing their sales of services.
5.2 Recommendation
The research report has analysed various major aspects of the digitalisation and their use,
effectiveness and influence on the business operations of company. The projects suggest that
digitalisation should be executed and implicated by the business organisation in order to sustain
within the competitive industry and business world. This not only affect their productivity level
but also influence and maximise the profitability through emphasising their efforts and practices
24

associated with business operations in better way. Through automating various practices, British
Airways can improve their market position. This has been observed that in UK, British Airways
is the only who has taken initiative of involving high tech within the working system of their
organisation. Though British Airways can use various methods and technologies which is
recently invented or new in the existing marketplace such as Virtual reality, cloud computing
system, sensor security etc. which can help organisation in making a grab over the various
practices organised by organisation.
Communication of primary and secondary research question:
Primary research questions:
As per the above questionnaire, it can be concluded that high-tech remote controlled
devices is more essential and beneficial for operations and growth of British Airways. Beside
this, more than half of population out of total population are agreed as digital technology is
beneficial for the company to maintain long run sustainability and accomplish better outputs
within predetermined time period.
Secondary research question:
It is a part of literature review in which different authors are give their opinion about the
effectiveness and importance of high-tech remote controlled devices in airline industry. As per
the above discussion of authors that says digital technology impact on business profitability and
operations in a direct manner. Digital technology is required by the British Airways in form of
Improving Productivity and enhancing the customer experience in a systematic and effective
manner.
Effectiveness of research method used and alternative method of research
In order to conduct research activity in an appropriate and accurate manner, there are
different methods used such as primary research, secondary data, qualitative method, inductive
research approach, random sampling method and many other. All these are appropriate and
effective for collecting relevant and detail information from the respondents. All these will
support an organisation to achieve better outcomes and draw valid conclusion. One of the main
source of data collection is Questionnaire which is prepared by the researcher. It is effective and
useful for the researcher to gather accurate data from the respondents.
Alternative method of data collection is suggested to the researcher such as interview. It
is also important and valuable for the investigator to conduct question answer round and ask
25

different questions to the selected respondents. But as per the research topic, questionnaire is
more suitable and useful source of data collection. It not required maximum time and cost which
is identify as one of the main benefit to the Airline industry.
CHAPTER 6: PERSONAL REFLECTIVE STATEMENT
6.1 Areas for further research
The assignment was repellently educative, informative and knowledge in nature which
can help an individual or researcher in developing their basic skills within the working
organisation. Hence, through developing the gist over more disruption and challenges that is
faced by companies while transforming the structure into more digitalised form that can
effectively exaggerate over the major procedures and issues. I suggest that through developing
Artificial Intelligence, Virtual Reality etc. company can manage more efficiency and betterment
in their working structure.
Also there are numerous activities and action which I have learned through conducting
proper research i.e. preparing Gantt Chart, worker breakdown structure, data accumulation
techniques, interpretation process and how to reach the systematic outcome in significant
manner. It also assisted organisation in achieving proper research report managing entire
systematic methods in significant manner.
26

REFERENCES
Books and Journals
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Choy, L.T., 2014. The strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of
Humanities and Social Science. 19(4). pp.99-104.
Davies, A., Dodgson, M. and Gann, D., 2016. Dynamic capabilities in complex projects: the case
of London Heathrow Terminal 5. Project management journal. 47(2). pp.26-46.
Dunne, C., 2011. The place of the literature review in grounded theory research. International
Journal of Social Research Methodology. 14(2). pp.111-124.
Henriques, A. and Richardson, J. eds., 2013. The triple bottom line: Does it all add up.
Routledge.
Lai, K.W., 2011. Digital technology and the culture of teaching and learning in higher education.
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Merkert, R. and Cowie, J., 2012. A quantitative cross-modal analysis of transportation firms’
transaction costs–Are airlines any different?. Journal of Air Transport Management. 22.
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Morgan, N. and Pritchard, A., 2012. Advertising in tourism and leisure. Routledge.
Mowlabocus, S., 2016. Gaydar culture: Gay men, technology and embodiment in the digital age.
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Roberts, T., 2013. Understanding the research methodology of interpretative phenomenological
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business-to-consumer worlds–what can each world learn from the other?. Journal of
Business & Industrial Marketing. 31(8). pp.943-954.
Taneja, N.K., 2011. The passenger has gone digital and mobile: accessing and connecting
through information and technology. Ashgate Publishing, Ltd..
Thomas, M. ed., 2011. Deconstructing digital natives: Young people, technology, and the new
literacies. Taylor & Francis.
Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific research.
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Information Systems. 14(5). p.227.
Online
British Airways Plc: Annual Report and Accounts 31 December 2016. 2017. [Online]. Available
through:<https://www.investegate.co.uk/british-airways-plc--53nu-/rns/annual-
financial-report/201703151539175931Z/>.
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British Airways takes child’s perspective for latest digital campaign. 2013. [Online]. Available
through:<https://www.tnooz.com/article/british-airways-takes-childs-perspective-latest-
digital-campaign/>.
BRITISH AIRWAYS TRANSFORMS INTERNATIONAL BOARDING EXPERIENCE. 2017.
[Online]. Available
through:<http://mediacentre.britishairways.com/pressrelease/details/86/2017-
228/9072>.
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<https://www.strategyand.pwc.com/global/home/what-we-think/digitization/digital-
strategy-capabilities>.
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marketing-strategies/>.
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Don Q. Dao., 2018. Benefits of Digital Technology in Business. [Online]. Available through:
<https://www.techfunnel.com/information-technology/3-benefits-of-digital-technology-
in-business/>.
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APPENDIX A
Questionnaire
Q 1) Is digital techniques and tools affecting your BA growth and
development of organisation?
Frequency
 Yes 8
 No 2
Q 2) Is high-tech remote controlled devices essential for British
Airways to enhancing their growth and profitability?
Frequency
 Yes 8
 No 2
Q 3) What are the requirements of digital technology for proper
functioning of different operations of business?
Frequency
 Improve Productivity 5
 Improve the customer experience 5
Q 4) Which activities and operations of British Airways is majorly
affected by the digital technology disruption?
Frequency
 Online Marketing 3
 Advertisement 3
 Sale 3
 Supporting Connectivity 1
Q 5) What are the new invented techniques and technologies
adopted by British Airways that is assisting in their operations
Frequency
 Mototoks 4
 Hybrid Vehicles 1
 High Security system 3
29

 Cloud technique 2
Q 6) What are the major effect of digital technology on business
operations and its growth?
Frequency
 Personalized Experience 6
 Droves of data 4
Q 7) As per your opinion, are new services and product
technological advancement is satisfactory according to expected
outcome?
Frequency
 Satisfied 9
 Dissatisfied 1
Q 8) What are the expected technological advancement which
British Airways can be adopted by company for development?
Frequency
 Connectivity 3
 Tracking, sensors and biometric technology 2
 Virtual Reality 2
 Cloud Solution 3
Q 9) Provide your recommendation as per the profitability and performance level of BA in
marketplace.
30

GRAPHICAL PRESENTATION OF ACCUMULATED DATA:
Theme 1: Digital technology lead to growth and development
Q 1) Is digital techniques and tools affecting
your company's growth and development of
organisation?
Frequency
 Yes 8
 No 2
8
2
Yes
No
Theme 2: Effectiveness of High-tech controlled devices
Q 2) Is high-tech remote controlled devices
essential for British Airways to enhancing their
growth and profitability?
Frequency
 Yes 8
 No 2
31

8
2
Yes
No
Theme 3: Requirement of digital technology
Q 3) What are the requirements of digital technology for
proper functioning of different operations of business?
Frequency
 Improve Productivity 5
 Improve the customer experience 5
5 5
Improve Productivity
Improve the customer
experience
Theme 4: Online marketing and sales upliftment can be achieved through digital technology
Q 4) Which activities and operations of British
Airways is majorly affected by the digital
technology disruption?
Frequency
 Online Marketing 3
32

 Advertisement 3
 Sale 3
 Supporting Connectivity 1
3
3
3
1
Online Marketing
Advertisement
Sale
Supporting Connectivity
Theme 5: British Airways use high technologies for functioning operations
Q 5) What are the new invented techniques and
technologies adopted by British Airways that is
assisting in their operations
Frequency
 Mototoks 4
 Hybrid Vehicles 1
 High Security system 3
 Cloud technique 2
33

4
1
3
2
Mototoks
Hybrid Vehicles
High Security system
Cloud technique
Theme 6: Digital technology impact on profitability and performance
Q 6) What are the major effect of digital
technology on business operations and its
growth?
Frequency
 Personalized Experience 6
 Droves of data 4
6
4
Personalized Exper-
ience
Droves of data
Theme 7: Digitalisation provide satisfaction to consumer in term of new service development
Q 7) As per your opinion, are new services and
product technological advancement is
Frequency
34

satisfactory according to expected outcome?
 Satisfied 9
 Dissatisfied 1
9
1
Satisfied
Dissatisfied
Theme 8: British Airways can improve their system through continuous system advancement
Q 8) What are the expected technological
advancement which British Airways can be adopted
by company for development?
Frequency
 Connectivity 3
 Tracking, sensors and biometric technology 2
 Virtual Reality 2
 Cloud Solution 3
35

3
2 2
3
Connectivity
Tracking, sensors and
biometric technology
Virtual Reality
Cloud Solution
APPENDIX B
Research Title Approval Form
Student name and ID: Batch:
Module: Tutor:
Proposed title:
Section A: To be completed by the student
You must complete all parts of Section A and present to your lecturer for brief discussion and
approval of your proposed research before embarking on writing a full proposal.
One: Title, objective, responsibilities
Title or working title of research project ( in the form of a question, objective or
hypothesis):
To investigate the influence of digital technology and high-tech remote controlled devices
on enhancing growth and profitability of business: A case study of British Airways
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?):
36

To understand impact of digital technology on business organisation and their growth.
To ascertain the requirement of digital technology in functioning the different operations of
organisation.
To assess basic need of digital disruption for enhancing growth of British Airways.
To evaluate recommended digital technologies that influence the business profitability and
lead to development.
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, why the topic is important):
The main cause behind selecting this subject is to emphasise the ability and skills of
learner in the technologies and tools associated with digital technologies.
Three: Research approach and methodologies
What type of research approach and methodologies are you
likely to use and why?
The research is associated with inductive approach and qualitative research nature which
has been undertaken into adequate manner as this is efficient in attaining at reliable and
valid outcome.
I confirm that the prTheme 2: Cloud Technology and digital system is most opted
technologies in British Airways
Q 2) Which tools or technique, British Airways
is using for consumer satisfaction and ease of
their operations?
Frequency
 Digital functioned system 5
 Cloud technology 4
 Broadband 1
oject is not work which has been or will be submitted for another qualification.
Student signature: ....................................................................................................................................................................... date) ......................................................
37

Section B: To be completed by the lecturer
Checklist
 Is the proposed research title related to the theme?
 Is the research scope realistic? (i.e. not too broad)
 Is the research feasible? (i.e. could be done)
 Is there a research question or hypothesis?
 Is there a rationale or clear reason for choosing the research title?
 Has the student considered how the data will be collected?
 Has the student considered where the data will be collected?
Comment (If any)
Agreement from project proposal checker (if
applicable)
I confirm the learner has met and discuss their topic with
me and is appropriate to the theme provided.
Name & signature:
....................................................................................................................................................................... date)
......................................................
38

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: .................................................................................................................................................................................................................................................................
...................................................................................................................................................................................................................................................................................................
Student name: ...................................................................................
Student ID number: ...................................................................................
Programme: ...................................................................................
School: ...................................................................................
Intended research start date: .............................................
Intended research end date: .............................................
39

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): ....................................................................................................................................................................
40