Online Shopping and Profitability Study

The provided document is an assignment proposal that outlines a research project on the effect of online shopping on the profitability of a retail entity. The study aims to evaluate how online shopping measures influence overall profitability and revenue generation for a firm. The proposed approach involves exploratory research with qualitative data collection using questionnaires from customers selected through random sampling. The study will cover effectiveness, impact on a retail entity's profitability by online shopping operations, and the impact on Morrison's retail enterprise.

RESEARCH PROJECT

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
LITERATURE REVIEW...............................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................9
DATA ANALYSIS........................................................................................................................13
REFLECTION...............................................................................................................................31
ALTERNATIVE RESEARCH METHODS..................................................................................32
...................................................................................................................................................33
REFERENCES .............................................................................................................................34

INTRODUCTION
Managing the digital technologies to execute retail operations is a major part of an
enterprise. The effective handling of the technologies and tool kits will help in effective handling
of retail operations which supports suitable placing of retail activities that will improve quality of
retail operations and enhance overall execution of merchandising related operations of a
organisation. For present report, Morrisons is chosen. It is a retail enterprise operation in UK and
is one of the fastest growing retail enterprise in UK. The present report will look after the proper
development of a research process that improves executional capability of ideas and gaining an
effective insight about the impact laid by online shopping measures on the profitability of the
organisation. Besides this, proper recommendations are been suggested for the proper
management of online shopping activities by Morrison.
MAIN BODY
Background study
With advancement of technology will support effective handling of retail or
merchandising within a firm. It improves the quality of functions carried out within the firm and
increase effectiveness of the activities within enterprise. Passage of time has shown that the
effective usage of online shopping measures have helped the organisation to increase their
profitability. Besides this, it guides the organisation to take suitable growth measures related to
sustainability.
Research topic:
“Online Shopping and Profit: A case of Morrison”.
Aim:
“To examine how online shopping affects profit. A case study of Morrisons”.
Objective:
 To review the literature on online shopping and profit.
 To conduct a primary study on online shopping and profit.
 To evaluate how online shopping measures influence the overall profitability and revenue
generation of the firm.
 To recommend how Morrisons can use the online shopping to increase its profit
Research Questions:
1

 Do you find the online shopping measures to be effective for profit generation a firm?
 Is the online shopping activities beneficial for the retail firm, Morrisson's?
 What recommendation do you suggest mitigating the risk factors associated with online
shopping measures?
Review of literature
Assessment of literature will aid a scholar to develop a proper idea about the data
evaluation. Thus, assists in handling of all digital functions that is chosen to carry out operations
and activities which are related to shopping activity (Huang, Benbasat and Burton-Jones, 2017).
Various retail action plans are been selected by retail enterprise that will enhance quality of
business activities and it enhances execution of business entity in a sustainable and significant
manner.
As per findings of (Chen and et. al., 2016), this can be effectively said that the online
shopping operations will impact the overall operations and profitability of an organization to a
greater extent. The selling out the products and services on the online medium is one of the
major factor that is needed to looked through proper and suitable following of merchandising in
much effective way. Online measures will help a retail enterprise like Morrison to enhance
effectiveness of operation and increase efficiency of retail functions which are been carried out
within a business enterprise. On contradiction to it, Ha and Im, 2016, states that the online
shopping activities and operations that are followed by the organization can be a risky and
deteriorating approach for the organization that will impact the overall functionality of the
operations and thus, it can hamper the proper management of shopping related operation and
activities chosen by Morrison's.
Other than this, it also leads retail firm to plan its growth stages chosen by Morrison will
assist to improve their other functions properly. According to Witter and et.al., 2018, its is said
that handling of different merchandising activities to improve overall functionality and activities
with efficiency. Online marketing and shopping operations helps the organization to improve the
revenue generation improving overall performance of selected retail enterprises. It increases
quality of operations and thus will lead the selected retail organization to adopt the latest
technologies which will contribute in proper development of shopping activities and operations
which will lead the firm to enhance the quality of operations in much suitable and effective way.
The biggest advantage of having the online selling facility for the organization is that it increases
2

the firm's accessibility to a wider extent and on a global level. Besides this, the findings of
Gallagher and et.al., 2017, indicates that the proper management of the online shopping activities
is basically more appropriate and suitable for the customers and buyers who are short on time.
This will help in smooth running of operations and thus will lead the organization effectively.
However, in this case the organization is required to improve their marketing and product
delivery services which will improve the quality of operations in much suitable way. Besides
this, it will help in proper development of a plan that increases profitability and customer
satisfaction level in much suitable way.
RESEARCH METHODOLOGY
Effective research Methods are been considered by firm to improve the quality of
business operation in much effective way. This will help the scholar to plan the proper research
process that will help the organization to get the proper and effective output from the research
process that is been carried out within the organization. It involves the components like research
approaches including qualitative and quantitative approaches which includes the assessment
using the surveys or questionnaire and assessment of various articles and journals. For present
study, qualitative approach is been taken. It will enable in proper functioning of operational
activities and placing of the business operations to a greater level that will improve the quality of
products and services offered by selected enterprise in much effective way.
Out of primary and secondary research, primary research is been carried out that will help
in proper assessment of business activities in much effective way. Besides this, the thematic
analysis is done and scholar to plan a proper strategic plans which enhance operationa,l
efficiency of business It will also help in proper and structural presentation of gained data also
the random data sampling is been chosen within the selected retail firm. For the present report,
effective development of survey is been done which will help in proper data collection by
various means or techniques such as telephonic communication, postal mediums, online
assessment and collecting reviews on personal level. The random data sampling will help the
firm to improve their insight regarding the opinion on the online shopping measures and thus
will improve productivity, profitability and appropriate return of investments in much suitable
way.
Time Line
3

Activities Week
1
Week 2 Week
3
Week 5 Week
6
Week
8
Week
9
Week
11
Week
12-15
Wee
k 16
Research
proposal
Aims and
objectives
Literature
review
Research
methodolo
gies
Data
collection
Data
analysis
Data
interpretati
on
Finding
and
conclusion
Recommen
dations
Execute
the plan
Submissio

n

LITERATURE REVIEW
To determine the imapct of online shopping.
Invention of internet has changed the overall way of conducting businesses in all over the
world. Thus, the use of internet and e-commerce is growing rapidly from the last decade. In
addition to this, it can be said the people use the internet for number of reasons such as searching
product information, to make better evaluation on price and quality and choose service and
transfer the payments so that each thing can be done in better mode. The internet shopping is
one of crucial tool that helps to bring systematic operations and also aids to exponential growth
in retail industry. Thus, it has been stated that online shopping has been very familiar to people
in now a days. In contrary to it can be stated that the online shopping is very convenient and to
bring effectiveness, it is very important to lower the efficiency and do the things in the more
effective and efficient manner. Thus, the growth of online shopping is one of great threat to
shopping mall retailers. Thus, online shopping plays the critical role in terms to get the better
results and do the things in more effective mode.
According to the view of Synnot and et.al., (2018) it can be stated that proliferation of
the e-commerce websites and current rends of consumer preference to online shopping has plays
the dynamic role in terms to bring the long term productivity and profitability to the enterprise.
According to the view of Dunkley and et.al., (2017) stated that there are some of the primary
factors that may attract the online shopping as opposed to going to the physical stores and this is
also key driver in online shopping. By attract the more number of the customers there are
number of the enterprise as E-web store, online store and virtual store all will be helpful in order
to provide platform for purchasing the goods and services with help of electronic data
interchange and online transaction processing. As per the view of online shopping platform
makes it possible for the buyers to buy anything by suffering and provide the things comfort at
their home. According to the view of Lewis and et.al., (2018), it can be stated that customer
need to make the use of numerous search engines so with the help of providing the detailed
information about commodities, it will be easy to sale commodities and this also works as to
save time. As per the view of Burke and et.al., (2018) it can be stated that the online shopper
may not be able to recognize the all things in the systematic mode. The consumer dissatisfaction

can leads to have face to face interaction with store employees and it is the term that usually
faster and satisfied more. This kind of things leads to bring long term impact on the growth rate
of the retailers. According to the view of it can be stated that shopping mall has the higher
occupancy rates and it also provides an opportunity for shoppers to provide combine shopping
process with entertainment.
Theme 2: Influence laid by online shopping measures on the revenue generation of the firm
The online shopping measures are quite restrictive that will impact the operations and
thus will lead the firm to have a good assessment of business activities and thus will lay a good
impact on revenue generation of the firm. As per the views of Gilhooly and Lee, (2017), this can
be said that the proper assessment of the business activities will look after the proper
management of business activities that will help in proper assessment of the online promotions
and selling out of goods. The major and most positive advantage of the online selling of retail
products and services on selected retail organisation are that it will implicate a proper
connectivity and inter bonding with customers. Besides this, it will help the firm to implement
suitable strategies and growth measures which will influence the quality of commodities
manufactured by selected retail enterprise and get proper return of resources invested for online
selling.
On the other hand, in contradiction to it, this can be said by the analysis performed by
Schnittker, Ettl and Welter, (2018), it is found that the proper assessment and planing of online
shopping activities will help the organisation to improve the quality of profit and revenue of the
organisation. This will also lead the firm to handle the marketing, selling, purchasing and
delivering the goods that are been accessed and purchased over internet. This will also increase
the quality of business operations and thus will impact the extent of profit generated by the firm.
The online shopping or selling out of the goods by the organisation in much effective way. This
will help in properly cater the employees needs and thus, contributes in proper increase in sales
and profitability.
Theme 3: Benefits and Challenges related to online shopping
On the basis of the findings of Matsumoto and et.al., 2017, this can be said that the
proper assessment of business activities will help in proper handling of the operations or

functionality which will improve the quality of online shopping activities in much suitable way.
The effective management of the customer relationship will help in looking after the
requirements or needs of their buyers on online as well as offline medium. Thus, looking at this
condition, the firm will look after the effective handling of the online shopping measures which
are been taken in consideration by the firm. The planning of online shopping will requires high
level expertise to manage the systems and assessment of customers needs and demands. This will
help in proper assessment of the internet based marketing assessment operations and activities
which will improve the quality of services which are been offered by the organisation through
the online medium to their customers.
Other than this, Marsh and et.al., 2017 states that a proper and effective operations that
are been carried out within the organization are needed to be monitored as it will impact the
customer satisfaction level in much suitable way. The monitoring will help the organization to
look after the quality measures and safety ensures that will help in proper management of the
business activities and thus, will lead the firm to maintain the quality standards. The assessment
of the online goods and services selling will impact the operations of action plans in much
suitable and thus will lead the firm to improve the quality of products and services as per the
needs and requirements of the buyers.
Besides this, the organization will look after the proper assessment of the various
attributes that will impact the assessment of the research process that is been carried out within
organization to meet the organizational research needs and requirements. It will involve the
effective assessment of costing or budget, accessibility of the data and the ethical considerations
which are been followed by selected retail enterprise are:
Assessment of cost, accessibility and ethics
Cost: The assessment of the cost is the effective requirement of the data assessment and
evaluation process that will help the organisation to handle the business activities and thus will
help in proper carrying out of business activities in much suitable way. This will also help in
improving the actions related to data assessment process. The current data assessment operation
includes the costing or budgeting of £10,000 that will include the proper assessment of the
research operations that are been taken within the firm. It will help the scholar to gather all the

appropriate research tools and equipments, in order to carry out the data assessment process in
much suitable way. Besides this, the proper costing will help in hassle free carrying out of data
assessment process.
Accessibility: This will help in proper assessment of the proper management of the data
assessment process that will help the organisation to carry out the business activities to a greater
level. The proper and effective access that the organisation will help in proper management of
the business activities which will improve the effectiveness of a scholar or data interpreter to
gain a proper handling of an online shopping related operations this will help in the proper
assessment of the business activity that will help in proper manner the improved accessibility for
a business operation will help the firm and scholar to carry out the data assessment and research
process. Other than this, it will help in proper management of the data evaluation that will help in
improving planning of research activities.
Ethical consideration: The proper assessment of the ethics and operations is also very
important and effective way to maintain the research process in much effective manner. This will
help the organization to improve the quality of business operations which will help the firm and
the scholar to gather the appropriate data and assessment operations in much effective way. The
following of proper ethics will help the organization to improve the data assessment operations
and gain the effective result related to operations which will help in the effective assessment of
business activities and thus will lead the enterprise to improve the business operations and
activities in much suitable way. This will help in the proper assessment of the business research
activities which will help the individual to carry out the data evaluation process related to the
assessment of the impacts laid by online shopping measures on the profitability of the business
activities to a greater level.
RESEARCH METHODOLOGY
Suitable research methodology is formulated that will affect overall business research
activities which will impact the overall operations and research actions chosen by the firm and a
scholar. The proper assessment of the research and data evaluation which is followed within an
enterprise, impacting assessment and achievement of desired data and objectives. Effective
handling of research methods supporting organization to improve the quality of research process

which is been carried out within Morrison. It imoproves the effectiveness of operations and
gaining the effective placing of business activities. The effective research methods which are
been followed by the scholar to execute the data assessment process within the organization in
much significant way is as follows:
Research strategy: the proper selection of research type will help the organization to
carry out the data assessment activities in much effective way. This will lead the selected retail
enterprise to carry out the business operations. A proper research process is done that will impact
the business operations in much effective way. This will impact the sales of the organization and
thus will lead the retail enterprise to plan its strategies in much suitable manner. The selection of
a good and effective research type or data assessment process helps the organization place the
operations with efficiency. It will help the organization to meet the business activities and thus
will lead the scholar to get the proper return from the outputs received and thus will lead the
organization to improve the effectiveness of data assessment process which will impact the
operations of the organization. The qualitative data assessment process is selected within
enterprise.
Research Approach: Selection of effective research approach is the major action that is
required to maintain the quality of data assessment processes which will improve the quality of
outputs that are been received in much effective and suitable way. A proper and effective
research type will help the firm to maintain the quality of operations and thus will help in proper
assessment of the impact laid by online shopping on the revenue generation or profitability of
organization in much suitable way (Antigoni Papadimitriou, 2018). The selection of an
appropriate research process is also considered as an important part of a data assessment and
effective placing of business operations will help the firm to improve the evaluation process
which will help in proper assessment of business activities with much efficiency and plan the
future strategies along with it. For the present data analysis and evaluation process, qualitative
research approach is been selected. This will help the scholar to carry out the research process in
much effective way. This will also lead the firm to improve the quality of operations and will
assist the scholar to get the proper idea about the influence laid by online shopping activities on
the profitability and operations of the organization in much effective way. The current research

process includes the which will guide the selected business operations and activities which will
improve the knowledge of the firm and scholar on impact laid by online data assessment process
on profitability of the organization. It will include the deductive approach that will improve the
quality of data that is been gathered for the proper assessment and evaluation purpose.
Research design: Once the research approach is been finalized, effective research design
is to be looked after by a scholar. Such operations will help the organization to meet the business
and research related activities. Such operations will also impact the quality of data that is been
obtained. The major objective of research design is to ensure that the outputs of research process
which are carried out within the organization is effectively placed and thus will improve the
quality of business operations and business activities which will improve the quality of its
presentation and displaying of the data or the results obtained from the data assessment and
operations that are been performed by a business operation in much effective way. The present
research or data assessment process that is been carried out within the selected retail enterprise,
Morrison's, the descriptive research design is been chosen by scholar. It helps the firm to present
the perceptions of people on the impact laid by online purchasing and selling activity on profit
generation of the selected retail enterprise. Besides this, it will improve the quality of business
activities in much effective way. This will improve the data assessment operations and thus will
lead the organization to have a detailed knowledge about the online shopping operations and the
affect they have on the revenue generation ad growth of a retail organization in UK.
Research Philosophy: In a data assessment process, this can be said that the proper management
of the research philosophy will help in the effective assessment of the business operations which
will help. This will also lead the firm to improve the operations. This will help in proper
management of operations and get the proper assessment of business activities (Natalia Nakano
and et.al., 2018). The proper assessment of research philosophy will lead the organization to
improve the business operations. This will help in proper assessment of activities and thus will
lead the organization to have a good management of online shopping operations. The current
data assessment and evaluation process will have interpretivism as the research philosophy that
will help the firm to carry out the data assessment activities to a greater extent. Besides this, the

research philosophy will help in proper assessment of impact laid by online shopping activities
on profitability of an organization to a greater level.
Data Collection: Suitable data collection measures are required to be carried out for the
effective success and growth of the data assessment and evaluation process. The appropriate data
collection forms the core of a research process as it helps the scholar to have access to proper
figures or data which will improve the knowledge and perception of a business activity in much
suitable way. Besides this, the data collection will help the data interpreter to identify the trends
and beliefs that are prevailing within the society. This will help the organization to analyze the
impact laid by digital marketing and shopping operations on its revenue generation. The various
data collection techniques involves questionnaire, surveys, assessment of articles etc. For the
current data assessment process, primary data collection measures are bee taken in consideration
that will absorb the development of a proper survey questionnaire for the data gathering. It will
also help the firm to identify the impact laid by digital buying of goods on net profit of a retail
enterprise like Morrison's.
Data Assessment: After the collection of precise and effective data for the research
activity purposes. This will also help the organization to improve the quality of research activity
and operations in much effective way (Saif Mir, and et.al., 2018). The proper and effective data
assessment will help an enterprise to give out the proper gist or crux of the entire research
activity that is been performed to proper analysis of the data or information. For present study ,
thematic data assessment is been carried out that will not only help the analyzing the data in a
systematic structure but also help in the proper segregation of various interpretations which will
help in proper assessment of activities and business functions that are been carried out within an
organization. This will support Morrison's to have a good idea about the influence laid by online
buying activities of their customers on profitability of the firm.
Sampling: the proper sampling of the operations is been carried out by the organization
which will impact the overall operations and meeting of the research objectives that are been
carried out by an organization (Peter Massingham, Rada Massingham and Kieren Diment,
2012). The aim behind choosing a proper sampling for the research activity and data assessment
process is that it aids in imbibing the proper extent of the research process that is required to be

carried out in order to improve the data assessment process in much suitable way. Other than
this, a good sampling and selection of appropriate respondents will help the data analyst or
scholar to have a better information regarding research project. The present proposed research
activity to identify the influence of online shopping on profitability of a retail business entity will
include 30 customers of Morrison's are been chosen as the respondents for the proper assessment
of the online selling on the firm.

DATA ANALYSIS
It is process that works as inspecting, cleansing and transforming the data ion order to
collect the one useful information that helps to supporting decision making.
Theme 1: The Morrison uses the online services effectively.
Do you think Morrisons uses
the online services Frequency %
Yes 26 86.67%
No 3 10.00%
May be 1 3.33%
Total 30 100.00%
Yes No May be
0
5
10
15
20
25
30
26
3
1
Frequency

Interpretation- Based on the above analysis it can be concluded that the online services will be
effective in terms to run business activities in the more proficient manner. In this, it can be said
that there are total number of 30 respondents. Out of it, 26 said that online services uses by the
Morrison, in order to attract the customers towards commodities and services offered by form.
Thus, 3 said that it is not that effective and 1 is not having any opinion about it. Thus, Morrison
uses the online services so that it can facilitate the effective working and customer can get attract
towards brand and it also helps to gain competitive advantage in market.
Theme 2: The online shopping facility will be attractive to have easier and convenient method.
2. Does online shopping is
easier and convenient through
internet. Frequency %
Yes 24 80.00%
No 4 13.33%
May be 2 6.67%
Total 30 100.00%

Interpretation- As per the above graph it can be interpreted that online shopping is one of the
easier and convenient method as it facilitates to purchase things online by sitting at anywhere in
world with just one click. This, the fast services will always help to attract the customers. In this,
the total number of respondents as 30. Thus, it can be said that 24 respondents said that they uses
and love the facts about online shopping, 4 respondents said no and 2 are not sure of it. The
online shopping helps to attract the customer so that the firm can able to gain the competitive
advantage in market. This is very essential in order to enhance brand image of the enterprise.
Theme 3: Online shopping saves times to customers.
Yes
No
May be
0 5 10 15 20 25 30
24
4
2
Frequency

3. Do you think online shopping
saves time of customers. Frequency %
Yes 27 90.00%
No 2 6.67%
May be 1 3.33%
Total 30 100.00%
27
2
1
Yes
No
May be

Interpretation- As per the above stated chart, it can be stated that the one and crucial advantage
of online shopping is that it saves the time of customers. Thus, with help of it firm can be able to
gain competitive advantage in market. In this, there are total number of 30 respondents. Under it,
27 said yes, 2 said no and 1 is not sure about it. Thus, the use of online shopping has helped to
grown immensely over the last decade. This is fact that online shopping not only saves the time
but it also aids to purchase the things with the online and do the all things in the attractive
manner. This kind of things leads to gain competitive advantages in market.
Theme 4: Online tracking helps to know order status and shipping information.
4. Do you think online tracking
system aids to know order
status and shipping information. Frequency %
Yes 26 86.67%
No 2 6.67%
May be 2 6.67%
Total 30 100.00%

Interpretation- According to the above stated graph it can be stated that online shopping have
numerous advantage and benefits and due to it more people prefers buying things over online
rather then using conventional method of visit into stores. Thus, it is one of effective method and
Yes
No
May be
0 5 10 15 20 25 30
26
2
2
Frequency

convenience is the biggest perk of it. Thus, it can be stated that there are total number of 30
respondents. In this, there are 26 participants said they are loving online services as it helps to
have idea about the order status and shipping information and 2 responded said that they do not
like facts about online shopping and remaining 2 participants are not sure of it.
Theme 5: Online shopping saves cost.
5. Does online shopping saves
money. Frequency %
Yes 23 76.67%
No 6 20.00%
May be 1 3.33%
Total 30 100.00%
23
6
1
Yes
No
May be

Interpretation- Based on the above graph it can be interpreted that online shopping offers to
purchase product that are promptly and delivered to customer at their doorstep with the minimal
cost. There are number of the online shops that has become the effective and they are rendering
the better services to customers. In this, there are total number of 30 respondents. Thus, 23 said
that online shopping saves time and it ensure the best effective services by the customers. On the
other hand, 6 said that it charges the higher prices as compares to shop from malls and retailers
and 1 is not sure about it. However, the majority of respondent stated that online shopping saves
time as if provide periodically discounts to customers.
Theme 6: Delay in deliver is one of negative aspect of online shopping.
6. what are the negative aspect
of online shopping. Frequency %
Delay in delivery 8 26.67%
lack of significant discount. 7 23.33%
Less shopping experience 6 20.00%

Lack of interactivity in online
shopping 9 30.00%
Total 30 100.00%
8
7 6
9
Delay in delivery
lack of significant discount.
Less shopping experience
Lack of interactivity in online
shopping

Interpretation- As per the above graph it can be stated that online shopping also has some
loopholes that they takes longer time in order to deliver the product. This term barricades the
consumer to have use of it as he wants his order in fasted possible manner. Thus, there are total
number of 30 respondents. In this, 8 said that they takes long time in delivering the product and 7
stated that they offer insignificant discounts, and 6 said they are not having much experience so
that they like to prefer convention method of visiting the stores and 9 stated that the customer do
not get sale assistance and they use to be confuse about selection of commodity and it quality.
Theme 7: Cost effective is one of crucial advantage of online shopping.
7. What are advantage of using
online shopping. Frequency %
Cost effective 12 40.00%
Online tracking 7 23.33%
No pressure shopping 5 16.67%
variety of options 6 20.00%
Total 30 100.00%

Cost effective Online tracking No pressure shopping variety of options
0
2
4
6
8
10
12
14
12
7
5
6 Frequency

Interpretation- Based on the above graph it can be stated that cost efficiency is one of the
greater advantage of online shopping. It is effective in order top save cost of product as they
offer number of discounts at time of festivals or any occasion. Thus, there are total number of 30
respondents. In this, the different participants has varied opinion about the views of online
shopping. Thus, there are total number of 30 respondents. In this, the 12 participants has stated
that the online shopping is very cost effective as it offers customer the variety of options and 7
said that they can easily track their order status and it provides the information about the delivery
status of commodity and 5 stated that the one and easy mode of online shop is that there is no
kind of pressure on customers to get shop done at the time of viewing the products. They have
flexibility to either purchase or not. Thus, 6 participants stated that they lover one fact about
online shopping is that this tool is having variety of option and customers lover to purchase the
things by satisfying and to have idea about each alternative option from just a one place.
Theme 8: Quality plays crucial role in order to improve online shopping.
8. Is customer have the quality
product with help of online
shopping. Frequency %
Yes 24 80.00%
No 5 16.67%
May be 1 3.33%
Total 30 100.00%

Yes No May be
0
5
10
15
20
25
30
24
5
1
Frequency

Interpretation- As per the above graph it can be stated that quality is one of significant tool and
it plays greater role in attracting the customers about the commodities. Thus, there are total
number of 30 respondents. In this, 24 participants stated that the online site of shopping must
works as to improve the quality of products and this is helpful in order to gain competitive
advantage about the product and services, 5 respondents said no it and remaining 1 has no idea
about it. Thus, it can be stated that by improving the way of conducting online shopping the
customer can get easily influenced to it.
Theme 9: Online service provides detailed information about product and services.
9. Do you think online shopping
provides detailed information
about the product and services. Frequency %
Yes 26 86.67%
No 3 10.00%
May be 1 3.33%
Total 30 100.00%

Interpretation- Based on the above stated chart it can be interpreted that online shopping help to
know about the detailed information about the product as quality, size, ingredients etc. This kind
do tool assist to make purchasing decision. Thus, there are total number of 30 respondents and
Yes
No
May be
0 5 10 15 20 25 30
26
3
1
Frequency

out of it, 26 participants stated that to get depth information is attractive tool and it attracts
customers, 3 said no to it and remaining 1 respondent is not sure about it.
Theme 10: Availability of online shop for 365*24*7 is attractive feature to customers.
10. Does Availability of online
shop for 365*24*7 is attractive
feature to customers. Frequency %
Yes 22 73.33%
No 6 20.00%
May be 2 6.67%
Total 30 100.00%
22
6
2
Yes
No
May be

Interpretation- Based on the above graph it can be stated that online shop is very attractive tool
because its provides facility of 365*24*7 service. This is one of attractive feature as customer
can shop at any time they want and it builds competitive advantage. Thus, there are total number
of 30 respondents. Out of it, 22 said that they are very much attractive to online shop as it offer
to do shop at anytime in a day. The number of customers are working as in this modern scenario
and they hardly get time to visit shop. Thus, 6 participants said that it is not that much effective
and remaining 2 said that they are not sure about it.
RECOMMENDATION
On the basis of the proper data assessment process this can be said that online shopping is
good for the organization. However, certain measures that can be taken in consideration by the
Morrison's are:
 Providing more and more services on online platform.
 Online payment can be embedded to make purchasing easy.
 Proper data encryption can be placed on the online operations.

REFLECTION
The proper assessment of business operations and activities will impact effective
handling of business activities that are been taken in consideration by business operations of
organization which will help firm to helps firm to improve quality of business activities and
operations which are been set by an organization. This will help the firm and me to improve
quality of data assessment of organization to a greater level. On the basis of data assessment and
evaluation process which is been carried out for the identification of influence, laid by the online
buying and purchasing or in other words, digital internet based shopping that will assist a
business enterprise to meet the high level of profitability measures.
I found that the digital tools are beneficial for an enterprise. I can say that a proper
assessment of helps the firm to improve quality of business operations and activities that are
been carried out within an organization in much suitable way. The proper assessment of the
business activities and operations will help in proper management. Of business activities that will
help me to carry out the research process with much effectiveness. This will also help the
organization to improve the quality of business activities in much suitable way.
Also, based on assessment process that is been carried out within organization, I can say
that carrying out research process effectively will help in proper management of business
activities and operations in much suitable way. This will help in the proper assessment of the
business activities and thus, supports effective handling of business operations. It will also help
an organization to carry out data assessment process and make suitable plan to carry out future
plans related to proper assessment of the business activities in much suitable way. It supports and
guide an organization to improve the quality of business activities and will lead firm to improve
quality of services. As in online shopping process, products are on virtual display and customers
gets tangible experience of products and services, only when they receive them, I feel a retail
enterprise like Morrison's is required to lay out the business activities and operations to a greater
level. Besides this, I got to learn about the risk factors associated with the data assessment
process which will help in proper management of business activities in much suitable way. The
risk factors that are been associated with the proper management of the data assessment and
evaluation process that is been carried out within Morrison's.

Other that this, on the basis of the data assessment which is been carried out within the
selected retail enterprise, I can say that a proper following of the online marketing and selling out
of good's will help the firm to improve the business of retail entity. Besides this, the proper
management of business activities will lead the organization to have a good profitability. The
online purchasing activities helped me to identify and predict the customers trends. Hence, the
organization will lead the firm to improve its business operations to a greater level. Adoption of
these measures will lead the organization to carry out the business activities in much suitable
way.
ALTERNATIVE RESEARCH METHODS
The effective research methods which were selected by the business organization and the
scholar to execute research process and activities and operations. The selected research methods
as described above will help organization to improve quality of business operations which will
help in proper assessment of online retail activities including selling and purchasing of goods.
Other than this, this will help in proper assessment of business activities will help firm to
improve quality of actions that are been carried out within Morrison's to carry out its business
activities in much suitable and effective way. This will also help firm to improve quality of
business operations as well as data assessment process that will help in gaining a good data and
related operations with ease.
However, the proper adoption of alternative research methodologies will also improve the
effectiveness of research process in much suitable way. It will also help an organization to
improve the quality of operations in much suitable way. The adoption of quantitative research
with conclusive research type will help organization to improve quality of operations and thus
will lead firm to get suitable output over research process that is been carried out over business
activities and operations in much effective way. The adoption of conclusive research process
would have made researcher process slightly constrained and rigid. Besides this, the quantitative
data assessment approach with positivism would have led the organization to improve the quality
of business activities and thus will help the organization to lead out a proper assessment of
business activities in much suitable way. The casual approach of data assessment and non
random sampling would have impacted the proposed or carried out research activity in other

way. However, on the basis of the operations this can be said that selection of any of the research
method would have just differentiated the manner of executing, evaluating and presentation of
data. The outcome would have remained the same although, based on the respondents and data
assessment conditions prevailing while carrying out the data assessment process.
CONCLUSION
On the grounds of this assessment, this can be concluded that he online shopping
measures are much appropriate and proper for the organisation like Morrison's. For this purpose,
effective research has been performed including the assessment of different literatures, research
methods and data assessment is been carried out. Besides this, the proper reflection is been
provided with recommendations and assessment of alternative research methods.

REFERENCES
Books and journals
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pp.638-646
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science", , Vol. 119 Issue: 12, pp.743-757
Saif Mir, and et. al., 2018 "Content analysis in SCM research: past uses and future research
opportunities", , Vol. 29 Issue: 1, pp.152-190
Burke, M. and et. al., 2018. Observing a Social Learning Space: A Summary of an Ethnographic
Project in Progress. Relay Journal. 1(1).
Chen, H.M. And et.al., 2016. Exploring key factors in online shopping with a hybrid
model. SpringerPlus. 5(1). pp.2046.
Dunkley, A. J. and et. al., 2017. Screening for glucose intolerance and development of a lifestyle
education programme for prevention of type 2 diabetes in a population with intellectual
disabilities: the STOP Diabetes research project.
Gallagher, A. and et. al., 2017. Realising dignity in care home practice: an action research
project. International journal of older people nursing. 12(2). p.e12128.
Gilhooly, D. and Lee, E., 2017. The Karen resettlement story: A participatory action research
project on refugee educational experiences in the United States. Action Research. 15(2).
pp.132-160.
Ha, Y. and Im, H., 2016. What Motivates a Consumer to Generate Word of Mouth through
Social Networking Sites?: Hedonic vs. Utilitarian Shopping Experience.
Huang, S., Benbasat, I. and Burton-Jones, A., 2017. Two's Company, Three's a Crowd? The Role
of a Recommendation Agent in Collaborative Online Shopping.
Lewis, H. and et. al., 2018. A Close-up on Close-to-practice Research: Reflecting On Teacher
Educators' Experiences of and Engagement with a Classroom-Based Research
Project. Cylchgrawn Addysg Cymru/Wales Journal of Education. 20(1). pp.76-92.
Marsh, P. and et. al., 2017. End-of-Life care in a community garden: Findings from a
Participatory Action Research project in regional Australia. Health & place. 45. pp.110-
116.
Matsumoto, T. and et. al., 2017. The IAEA’s coordinated research project on “Estimation of
Groundwater Recharge and Discharge by Using the Tritium, Helium-3 Dating
Technique”: In Lieu of a preface. Geochemical Journal. 51(5). pp.385-390.
Peter Massingham, Rada Massingham and Kieren Diment, 2012 "Q methodology: is it useful
for accounting research?", , Vol. 9 Issue: 1, pp.66-88
Schnittker, J., Ettl, K. and Welter, F., 2018, May. Strengthening the self-and external perceptions
of young women STEM professionals (YWSP) during career entry and advancement: a
research project. In Proceedings of the 4th Conference on Gender & IT (pp. 51-53).
ACM.

Synnot, A. J., and et. al., 2018. Consumer engagement critical to success in an Australian
research project: reflections from those involved. Australian journal of primary health.
Witter, J. D. and et.al., 2018. Alternative Stream Channel Maintenance at Bridges in Ohio:
Outcomes of a Participatory Research Project (No. 18-05087).
Online
Saha. A., 2018. The Impact of Online Shopping upon retail trade business. [Online]. Available
through:<http://www.iosrjournals.org/iosr-jbm/papers/AETM'15_MBA/2/25-MBA-
145.pdf>
Tandon, S.and Dalal, M., 2014 E-commerce boom hurts brick-and-mortar retailers. [Online].
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<https://www.livemint.com/Industry/f6eARBcJOWrTZTzuDcZZzI/Ecommerce-boom-
hurts-brickandmortar-retailers.html>
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Available through:<https://www.theguardian.com/small-business-network/2016/dec/
15/hidden-cost-e-commerce-online-shopping-entrepreneurs>

Appedix
Questionnaire
1. Do you think Morrisons uses online services?
 Yes
 No
 May be
2. Does online shopping is easier and convenient method.
 Yes
 No
 May be
3. Do you think online shopping saves time of customers?
 Yes
 No
 May be
4. Do you think online tracking system aids to know order status and shipping information?
 Yes
 No
 May be
5. Does online shopping saves money?
 Yes
 No
 May be
6. what are the negative aspect of online shopping?
 Delay in delivery
 lack of significant discount.
 Less shopping experience
 Lack of interactivity with customers
7. What are advantage of using online shopping?
 Cost effective

 Online tracking
 No pressure shopping
 variety of options
8. Does customer have the quality product with help of online shopping?
 Yes
 No
 May be
9. Do you think online shopping provides detailed information about the product and services?
 Yes
 No
 May be
10. Does Availability of online shop for 365*24*7 is attractive feature to customers?
 Yes
 No
 May be
Research proposal form
Research Proposal Form
Student Name: ______________________ Student ID:
______________________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________

Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question,
objective or hypothesis)
“Online Shopping and Profit: A case of Morrison”.
Research 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?):
 To review the literature on online shopping and profit.
 To conduct a primary study on online shopping and profit.
 To evaluate how online shopping measures influence the overall
profitability and revenue generation of the firm.
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):
The major reason of choosing this project is for the study purpose. Besides this, it
will help the to get the knowledge about the impact laid by online shopping on
profitability of a retail entity.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective
or hypothesis:
Burke, M. and et.al., 2018. Observing a Social Learning Space: A Summary of an Ethnographic Project
in Progress. Relay Journal. 1(1).
Gilhooly, D. and Lee, E., 2017. The Karen resettlement story: A participatory action research project on
refugee educational experiences in the United States. Action Research. 15(2). pp.132-160.
Schnittker, J., Ettl, K. and Welter, F., 2018, May. Strengthening the self-and external perceptions of
young women STEM professionals (YWSP) during career entry and advancement: a research
project. In Proceedings of the 4th Conference on Gender & IT (pp. 51-53). ACM.
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):
How
long
this
will

take:
16
weeks
Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use
and why?
Exploratory research type with qualitative research activity involving primary

data collection using a questionnaire from customers selected through random
data sampling.
What your areas of research will cover:
effectiveness of retail enterprise
impact laid on a retail entity's profitability by online shopping operation's.
Impact on the retail enterprise, Morrison's
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 form project proposal checker( IV sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date