Digital Transformation and Marketing Strategies

This assignment examines the influence of digital transformation on marketing strategies. It delves into the effectiveness of current digital technologies used by marketing departments, the benefits of digital marketing for companies, and the role of employee training in adapting to these changes. The questionnaire focuses on employee perspectives regarding the impact of digital technology on customer relationships, performance levels, and overall business success.

Business Research
Project

Contents
TITLE..............................................................................................................................................1
P1 Research proposal which clear research question supported by literature review.................1
Activities and timescales.................................................................................................................3
P2 Suitable research methods and approaches to primary and secondary research....................5
P3 Using appropriate methods for conducting primary and secondary research........................6
P4. Appropriate analytical tools, analyse research findings and data..........................................8
P5. Communication of research outcomes................................................................................18
P6. Reflection on effectiveness of research methods................................................................18
P7 Considering alternative research methodologies..................................................................19
REFERENCES..............................................................................................................................21
QUESTIONNAIRE...................................................................................................................22

TITLE
Main focus of the research is to determine the impact of digital technology on business activities
of a company
P1 Research proposal which clear research question supported by literature review
Organizations focus on understanding requirement of customers and to take up
appropriate steps with the help of which they are satisfied. Apart from this, the rate of
competition is high and so customers have wider choice of selecting the good that can meet up
their requirements (Fitzgerald, Kruschwitz and Welch, 2014). With time, there are many changes
that have taken place in relation with technology and these enable to provide better and higher
quality of services or products. Present research is conducted on understanding the impact of
technology for the department of marketing. In this context, John Lewis is taken into
considerations so that the research can be conducted in appropriate manner. Below given are the
aim and objectives for the research topic:
Aim:
“To determine the impact of digital technology on business activities of marketing: A study on
John Lewis.”
Objectives:
 To understand the concept of digital technology for business activities
 To identify the digital technologies those are applied by John Lewis for their marketing.
 To analyse the benefit of digital technology to marketing department of John Lewis.
 To recommend way to improve digital technology for John Lewis.
Selection for this research topic
There are different reasons due to which this research topic is selected. In this context,
one of the main reason is personal interest. I always to want to identify the strategies that are
applied by companies to develop strong customer base. Further, the rate of competition is high
still there are firms that are able to manage their sales and profitability. All these aspects can be
covered by conducting this research. Another reason in this aspect is that the research will be
helpful for me to develop my career. I always wanted to get a job in marketing areas and my
considering this aspect will be helpful for me to develop my understanding towards the strategies
that are applied by this department.
Literature Review
1

As per Matt, Hess and Benlian, (2015) there is different type of changes that has taken
place in relation with technology and this has both positive and negative impact over the
business. With this respect, in marketing organizations are able to provide appropriate
information in relation with services and products that are willing to offer. When people get to
more about the firm, then they develop positive perception within the mind of customers.
Technology enables to understand requirements and to take up appropriate steps with the help of
which the rate of quality is improved. Shaw, Blanning and Whinston, (2012) stated that there are
certain set of expectations that individuals have before taking purchase decisions. It is the
responsibility of firm to make sure that they determine these and take up appropriate steps to
fulfil them. In this context, digital technology enables to the business to have direct interaction
with customers and in identifying the aspects that are required by them. Apart from this the rate
of people who use electronic devise is raising that increasing rate (Drnevich and Croson, 2013).
This shows that companies need to focus on the digital marketing so that they can attract
customers and strong base can be developed. However, there are many negative as well through
digital marketing.
According to Schmidt and Cohen, (2013) companies need to have appropriate strategies
to be formed so that they are able to implement digital marketing. Apart from this, there are
activities that have to be developed and for each of them it requires to have financial support.
When the rate of support from then side of finance is not appropriate, then it has negative impact
over the business. It requires to have proper plan to be developed so that for each of the activities
that are set can be completed within the amount that the firm has. Further, for implementing
digital technology, there is various type of tools and equipment’s that are required (Wagner,
Beimborn and Weitzel, 2014). When these are not made available, then it becomes difficult to
attain the desired goals. In accordance with type of technology that is applied by the business,
social media is used by the firm that provide the opportunity to have direct interaction with
service users. For example, when there are posts of any type of discount or offers provided, then
the type of perception that is carried out by people can be identified. In case they find issues in
relation with products or services, then management can be take up steps that can enable to
overcome the problems in effective manner. As per Khajavi, Partanen and Holmström, (2014)
there are other tools like personal message, emails, etc. that enable to convey about the type of
services or products that the firm provides.
2

With the help of digital technology companies are able to develop strong relationship
with customers. Further, there are cloud network that is used by companies and it is helpful to
make sure that that personal information of customers are saved. According to Chaudhuri, Dayal
and Narasayya, (2011) taste and preference of customer’s changes frequently and management
need to understand them so that changes in goods and services can be made. When all the
preferences of customers are focused, then it becomes favourable enough to develop strong
relationship with customers. In addition to this, employees are the face of organization. They are
the one who present the products and services that are provided by the business. It is important
that all the workers within the business perform their set of role in effective manner. When they
fail to perform them effectively, then it has negative impact and the perceptions that are carried
by individuals also get affected.
Activities and timescales
Activity 1th
Week
2nd
Week
3rd
Wee
k
4th
Week
5th
Wee
k
6th
Week
7th
Week
8th
Wee
k
9th
Wee
k
10th
Week
Identify
researc
h topic
Review
of
Literatu
re
Draftin
g
Method
ologies
Comple
te
Propos
al
3

Design
questio
n and
pilot
researc
h
Docum
entatio
n of
records
Analysi
ng data
and
interpre
tation
Discuss
ion and
Conclu
sion
Final
Report
Editing
&
Comple
tion
P2 Suitable research methods and approaches to primary and secondary research
To conduct the research in appropriate manner, there is various type of methods or
approaches that are included in research methodology. With this respect, below given are the
methodologies that will be used in the research:
4

Research philosophy: This can be determined as a brief that enables to gather and analyse
the information in appropriate manner. These are of two type which are interpretivism and
positivism. In the present research the researcher will make use of both these research
philosophy (Taylor, Bogdan and DeVault, 2015). These are selected as it enables to focus on the
aim and objectives that investigator has developed. All the objectives consist of steps by steps
process that will enable to gather appropriate information in relation with the research topic.
Research design: It enables to focus on overall strategies that will be applied by the
researcher. In other words, it is the blue print that enables to conduct the research in effective
manner. Further, it enables to integrate multiple components for the research study in logical and
coherent manner (Mackey and Gass, 2015). These are of three types which are descriptive,
exploratory and explanatory. Among these research designs, the investigator will make use of
descriptive research design, this selected as it enables to characterise the phenomenon being
studied. Further, it is appropriate enough to select suitable method to studying the
implementation of digital technology.
Research approach: This is the process through which the way of presenting the
information is identified. With this respect, these are of two types which are inductive and
deductive. The researcher can present the information from general to specific or starting from
specific to general (Silverman, 2016). Among these two type of research approach, the
researcher will make use of deductive approach in which the information will be presented from
general to specific. This is helpful to present overall understanding about the research topic and
then specific information will be covered.
Data collection: In order to conduct the research in appropriate manner, it consists of
information that needs to be gathered for the research. For gathering data, there are two methods
which are primary and secondary (Panneerselvam, 2014). Primary are those which are gathered
for the first time and secondary are those which are already gathered by some other person. In
the present research, the investigator will make use of both primary and secondary method.
Primary will be gathered by using questionnaire and secondary will be done by using books,
journals, online sources, etc. This way, researcher will be able to focus on gathering adequate
information for the research topic. More specifically, 20 workers will be selected who will
provide appropriate information regarding the research topic.
5

Data analysis: When information is gathered, then it requires to have appropriate analysis
to be made so that interpretation is possible. There are two methods through which this can be
conducted, these are qualitative and quantitative methods (Smith, 2015). Among these the
researcher will make use of qualitative method. More specifically, thematic will be applied as it
enables to present the gathered information in the form of tables, charts, graphs, etc.
P3 Using appropriate methods for conducting primary and secondary research
The following research methodologies are used for the research project on the impact of
digital technologies in various types of business organizations.
Research philosophy – The main objective of research philosophy is to determine the
research belief rather than collecting and analyzing of the data. According to the concept of
Saunder's onion, research philosophy can be defined as the outermost layer which is very
important and also helps in providing a brief idea regarding the research project (Cammarota and
Fine, 2010). The research philosophy is divided into four major parts Positive philosophy,
Pragmatism philosophy, Realism philosophy and interpretivism philosophy. For carrying out
effective research on John Lewis a combination of both interpretivism and positivism
philosophies has been utilized by the researcher.
Research approach – The research approach determine the various methods or
techniques used by researcher for carrying out the research in the project (Hunleth, 2011). The
researcher used qualitative approach of research in order to calculate and interprets the data
gathered from the employees working in the John Lewis Company in UK. Furthermore, for
understanding the various functions as well as structure of the company the researcher also used
the quantitative research approach. Both the approaches were very useful in the research as they
helped in effectively calculation as well as interpretation of the data in order to achieve accurate
results or outcomes.
Research design – The research design refers to the overall plan or strategy selected by
the researcher in order to incorporate the various elements of the research study in logical and
consistent manner (Miller, Birch and Jessop, 2012). The research design assist in explaining
accurate answers and conclusion of the issues or problems. Therefore, for conducting the
research project, researcher requires selecting the type of research design carefully. In this
particular project the researcher has use the descriptive research design, this design helps to
6

determine various theories which are connected to the research topic. The descriptive research
design assist the researcher in analyzing the research methodologies and theories so that
solutions of different issues or problems can be found efficiently and effectively.
Data collection – Data collection is procedure of collecting and measuring relevant
information on the basis of data gathered by the researcher. It is very activity or part of the
research as it is a main step performed to gather information or data that can be sued further in
the research or study (Vujaklija, Hren and Marušić, 2010). The data is collected with the help of
various techniques such as creating questionnaires, conducting interviews or surveys. Basically
there two main methods of collecting data – Primary and secondary source. The Primary method
of data collection includes gathering information from the first source such as observation,
surveys, interviews and questionnaires which helps in providing the fresh data. Secondary
method of collecting data includes secondary sources such as books, journals, internet and other
sources. For conducting the research it is very important to collect data from both the primary
and secondary sources such as primary methods can include creating questionnaire for 30
employees working within the John Lewis and secondary can include collecting data from
various online websites, books or journals.
Sampling – It is a method used for statistical analysis that includes particular number of
data is collected from numerous people. Sampling is categorized into two types Probabilistic and
Non-Probabilistic sampling methods (Gale, Heath and Redwood, 2013). In this research project,
the researcher has used probabilistic sampling method that included reviewing each and every
individuals for collecting data. In this research project the sample of 20 employee questionnaires
has been chosen by applying simple sampling method.
Data Analysis – The Data analysis is the procedure to analyze the collected or gathered
data which can help in effectively formulating relevant and useful information. In order to
analyze the collected data researcher can use various techniques such as cleansing, inspecting
modeling and transformation of data with the goal of generating relevant information and
conclusion for recommendation (Kirkova, Aktas and Davis, 2011). It is very essential and
important procedure within research methodologies because the overall collected in the research
will be interpreted efficiently and effectively. This helps the user as well as readers to understand
the meaning of data collected in the research project. The researcher has applied thematic
7

representation of data in the following research project which helps in presenting and
interpreting relevant information in the form of graphs and tables.
Ethical considerations – Researcher considered various ethical issues in the following
research project, these issues are as described below -
 Confidentiality – All the data and information collected in the research should be stored
effectively in a secure database in order to maintain John Lewis's confidentiality.
Ignoring this element can develop a great ethical issue for the company (Mackey and
Gass, 2015).
 Informed Consent – It is very essential to provide information or data about the research
to the other participants and respected authorities. It is important to take permission of
these higher authorities to reduce the chances of issues as it can also give rise to an
ethical issues within John Lewis Company.
Research Limitation – There are various issues that the researcher faced in the
following research project which are as mentioned below -
 Assessment of Data – The researcher faced an issue while collecting the data form
primary and secondary sources of data (Taylor, Bogdan and DeVault, 2015). The
researcher was not able to approach some articles properly due to encrypted files and
secured database.
 Issue in collecting data – The researcher also faced problem while collecting data from
the participants or employees in the John Lewis Company. They asked for permission
from the higher authorities such as their managers for answering the questionnaires or
providing information in order to cooperate and contribute in the research.
P4. Appropriate analytical tools, analyse research findings and data
Questionnaire is developed and these are done so that appropriate information can be
gathered from employees. They are the one who make use of technologies and deliver to
customers. In this context, following are the thematic analysis done for each of the each of the
questions:
Theme 1 : Digital marketing is helpful for the company
Do you think digital marketing is helpful for the company? Frequency
Yes 12
8

No 5
Not Sure 3
Description : In accordance with the questionnaire developed, it can be stated that
majority of the employees think that digital marketing is helpful enough to for the company.
More specifically, there are 12 of the employees who have chosen yes as they options. On the
other hand, there are 5 of the respondents who do not think this way. Lastly, there are three of
them who are not sure for the same. Employees have chosen this option to be yes as they have
proper understanding that it has helped in developing strong relationship with customers. Apart
from this, there are different type of products and services that are delivered by the firm and with
the help of digital technology, marketing department gets benefited and they are able to make
other know about the offers that are going and the benefit that individuals can be get.
Theme 2 : Digital technology enables to improve performance level of the firm
Does digital technology enables to improve performance
level of the firm?
Frequency
Yes 13
No 4
Not Sure 3
9

Description : There are certain set of goals and objectives that are set by the firm. These
are done so that workers are able to develop path on which these can be attained. In accordance
with the findings made, it is being identified that digital technology helps to improve the
performance of the company. There are many other firms that also deliver similar type of
products and services. There are about 13 of the employees who think that digital technology
enables to improve performance level of the firm. On the other hand, there are 4 of the
respondents who do not think that digital technology enables to improve performance level.
Lastly, there are 3 of the employees who are not sure. Performance of the business is developed
based on the presence of offers that are delivered by company.
Theme 3: Employees able to develop strong relationship with customers
Are employees able to develop strong relationship with
customers?
Frequency
Yes 15
No 3
Not Sure 2
10

Description : Growth of the business is developed depending upon the purchase decisions
that are taken by customers. It is important for the business to understand the requirements to
take up appropriate steps so that customers are satisfied. From the findings made from
employees, it is identified that 15 of the respondents think that through digital technology, it is
helpful to develop strong relationship. However, there are 3 of them who do not think that digital
marketing is effective enough. In addition to this, there are 2 of the employees who are not sure
for the same. From the findings, it is identified that people digital technology plays vital role in
having direct interaction with customers and to know the issues that are faced by them. When
these are done, then it becomes helpful for the business to raise satisfaction level.
Theme 4 : Current digital technology used by marketing effective
Do you think current digital technology used by marketing
is effective?
Frequency
Yes 14
No 5
Not Sure 1
11

Description: The digital technology used by John Lewis is helpful for the business to
provide information about the products and services that are delivered. Time to time, there are
various type of innovations that are conducted so that customers gets benefited and the needs can
be satisfied. From the findings, it is identified that 14 of the respondents think that the current
digital technology that is applied by the business is effective enough. In marketing main focus of
the workers is to develop strong customers base and this is only possible when the set of
requirements are satisfied. Further, there are 5 of the employees who think that the digital
technology use by marketing department is not effective enough. Lastly, there is one of the
respondent who is not sure for the same. From overall analyse majority of workers are satisfied
with the strategies applied by the business.
Theme 5: The benefits of using digital technology to company
What are the benefits of using digital technology to
company?
Frequency
Improves relationship with customers 13
Increases sales and profitability 6
Develops brand image 1
12

Description: There is various type of benefits that companies get through digital
technology. All the benefits that are the firm get are used in the options. It includes improves in
sales and profitability, develops brand image and improves relationship with customers. All these
benefits are received by the firm. Among all these it is identified that majority of the respondents
have selected relationship with service users are improved. There are about 13 of them who have
chosen this option. When a post is made, then it develops an opportunity for the business as new
customers get to know about it. Further, it also increases involvement of workers for the services
that are delivered by the firm. Further, there are 6 of the workers who think that with the help of
digital technology, it increases sales and profitability. In addition to this, there is one of the
respondent who thinks that it develops brand image.
Theme 6: Employees provided with training in marketing department
Are employees provided with training in marketing
department?
Frequency
Yes 16
No 3
Not Sure 1
13

Description: There are different types of activities that are implement within the business.
Further, there are situation in which training and develop enables the workers to raise their
performance level in positive manner. When employees fail to perform their set of roles in
effective manner, then it has negative impact over the business. From the findings, it can be
stated that 16 of the respondents have selected that they are provided with training. This shows
that that type of training provided by the firm is effective enough. On the other hand, there are 3
of the respondents who do not find training to be effective enough. In addition to this, there is
one of the respondent who have selected that they are not sure for the same. This way, it can be
started that training is effective when proper monitoring is done as it helps to identify the areas in
which improvement is required.
Theme 7: All employees are not in favour when immediate changes are made
Does all employees in favour when immediate changes are
made?
Frequency
Yes 6
No 13
Not Sure 1
14

Description: Change is important aspect that has to be made and these are done so that
customers are provided with high quality services. However, it is identified that all workers are
not favour of changes that take place on immediate basis. From the findings, it can be stated that
13 of the respondents think that they face difficulty in accepting the changes that are made by the
firm. On the other hand, there are 6 of the employees who do not face any type of issues and they
do accept the changes that are made. In addition to this, there is one of the workers who are not
sure for the same. The types of perception that are carried out by individuals are different. There
will be workers who may accept the changes and there will be some of them who may not prefer
to adopt the changes.
Theme 8: Feedback from customers considered received from social media
Does feedback from customers considered received from
social media?
Frequency
Yes 14
No 5
Not Sure 1
15

Description: There are carious type of issued that are faced from the side of customers.
For this purpose, they have proper understanding as they are the one who make use of the
services. When feedbacks are taken from customers, then management gets to know the areas in
which improvement that are required to be made. In accordance with the findings, it can be
started that there are 14 of the workers who have stated that from the feedback that are received
from the customers through social media is helpful enough to work over them and to take up
appropriate decision to overcome them. However, there are workers who think that feedbacks
that are received from customers with the help of social media are not considered. In addition to
this, there is one of the respondent who is not sure for the same.
Theme 9: Social media is used mostly by the company
Which social media is used mostly by the company? Frequency
Facebook 8
Instagram 9
Twitter 3
16

Description: Different types of social media are used by the companies and all these are
used so that they are able to connect with customers and appropriate information about the offers
that the firm is willing to deliver. In this context, various social media includes Instagram,
Facebook, Twitter, etc. All these social sites have their own set of benefits and disadvantages.
From the findings, it is identified that 8 of the workers think that that Facebook is more effective
as it one of the most used. However, with time and advancement in technology there are other
social media like Instagram that has also come up and there are 9 of the respondents who have
selected that this is more effective. Lastly, there are 3 of the workers who have selected Twitter
to be effective as social media for connecting with customers.
Theme 10: Using updated or new technology enables the firm to satisfy customers
Do you think using updated or new technology enables the
firm to satisfy customers?
Frequency
Yes 15
No 4
Not Sure 1
17

Description: From the analysis made, it can be stated that use of improved and updated
technology needs to be used so that the rate of satisfaction can be raised. Organizations focus on
delivering customers with services with high quality and meeting all requirements. These are
done when use of new and updated technology are used. To attain competitive advantages, this is
considered to be one of the effective strategies. As per the findings, it can be stated that there are
15 of the workers who have chosen that use of new or updated technology is effective enough for
the business to raise the satisfaction level of customers and in attaining competitive advantages.
Further, there are 4 of the respondents who do think that this is helpful for the firm. In addition to
this, there is one of the worker who is not sure for the same.
P5. Communication of research outcomes
Enclosed in ppt.
P6. Reflection on effectiveness of research methods
In accordance with the findings, it can be stated that use of new or updated technology
are helpful for John Lewis to grow. The type of goals and objectives that are set by the business
are attained when use of technology are done. However, in accordance with the perception that is
carried out, it is identified that there are workers who feel that use of technology is not effective
enough but the performance of workers get improved. There are different type of business
activities that are conducted by the organization and technology enables to improve the level in
all aspects. Apart from this, there are training and development provided by the firm to their
18

workers. There are many activities that are applied by the business and it becomes difficult for
employees to perform them in effective manner. With the help of training employees are able to
develop their skills and capabilities so that they are able perform with their full efficiency. in
addition to this, the rate of waste that occur in the business is also reduced and the performance
get improved. This way, it can be started that digital technology enables to the business to grow
and in raise their sales and profitability.
Reflection:
The type of research methodologies that are applied by the researcher is effective enough
to attain the aim of the study. Main focus of the current study was to determine the impact of
digital technology on business activities of John Lewis. For this purpose, inductive approach was
used as it helped in determine conclusion on the basis of data collection. Further, positivism
philosophy was applied as it helped in providing defined structure. In addition to this, both
primary and secondary was applied. Primary was used in which tool like questionnaire was
applied. This was helpful enough to gather information in relation with the business in
appropriate manner. On the other hand, secondary information was used by making use of books,
journals, online sources, etc. Through survey, views of workers were determined and this helped
in considering information for the research topic. This way, it can be stated that both primary and
secondary methods were helpful enough to focus on the research topic in appropriate manner.
When information is gathered, then it is required to have proper analysis made so that
interpretation is possible. In this process, qualitative method was applied in which thematic was
used. This tool helped in presenting the findings in the form of tables, charts, graphs, etc. this
way, the findings show that business need to take up appropriate steps in which digital
technology are used and employees have proper understanding of the steps that has to be
considered.
P7 Considering alternative research methodologies
In accordance with the view of outcome attained, it can be stated that alternative
methodologies can be used for conducting the research. In this context, interview can be carried
out in place of questionnaire. Currently employees just had to select the options that were already
provided. However, with the help of interview, employees will be able to provide other aspects
that researcher would not have asked or included in the options of questionnaire. Other than this
19

the type of perception that is carried out by individual at other countries will be different. There
are other branches on which similar research can be carried out and this may provide diverse set
of responses.
20

REFERENCES
Books and Journals
Cammarota, J. and Fine, M. eds., 2010. Revolutionizing education: Youth participatory action
research in motion. Routledge.
Chaudhuri, S., Dayal, U. and Narasayya, V., 2011. An overview of business intelligence
technology. Communications of the ACM, 54(8), pp.88-98.
Drnevich, P. L. and Croson, D.C., 2013. Information technology and business-level strategy:
Toward an integrated theoretical perspective. Mis Quarterly, 37(2).
Fitzgerald, M., Kruschwitz, N. and Welch, M., 2014. Embracing digital technology: A new
strategic imperative. MIT sloan management review, 55(2), p.1.
Gale, N.K., Heath, G. and Redwood, S., 2013. Using the framework method for the analysis of
qualitative data in multi-disciplinary health research. BMC medical research
methodology, 13(1), p.117.
Hunleth, J., 2011. Beyond on or with: Questioning power dynamics and knowledge production
in ‘child-oriented’research methodology. Childhood, 18(1), pp.81-93.
Khajavi, S. H., Partanen, J. and Holmström, J., 2014. Additive manufacturing in the spare parts
supply chain. Computers in industry, 65(1), pp.50-63.
Kirkova, J., Aktas, A. and Davis, M.P., 2011. Cancer symptom clusters: clinical and research
methodology. Journal of palliative medicine, 14(10), pp.1149-1166.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Matt, C., Hess, T. and Benlian, A., 2015. Digital transformation strategies. Business &
Information Systems Engineering, 57(5), pp.339-343.
Miller, T., Birch, M. and Jessop, J. eds., 2012. Ethics in qualitative research. Sage.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
Schmidt, E. and Cohen, J., 2013. The new digital age: Reshaping the future of people, nations
and business. Hachette UK.
Shaw, M., Blanning, R. and Whinston, A. eds., 2012. Handbook on electronic commerce.
Springer Science & Business Media.
Silverman, D. ed., 2016. Qualitative research. Sage.
Smith, J. A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
21

Taylor, S. J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Vujaklija, A., Hren, D. and Marušić, M., 2010. Can teaching research methodology influence
students' attitude toward science? Cohort study and nonrandomized trial in a single
medical school. Journal of Investigative Medicine, 58(2), pp.282-286.
Wagner, H. T., Beimborn, D. and Weitzel, T., 2014. How social capital among information
technology and business units drives operational alignment and IT business value.
Journal of Management Information Systems, 31(1), pp.241-272.
QUESTIONNAIRE
1. Do you think digital marketing is helpful for the company?
 Yes
 No
 Not sure
2. Does digital technology enables to improve performance level of the firm?
 Yes
 No
 Not sure
3. Are employees able to develop strong relationship with customers?
 Yes
 No
 Not sure
4. Do you think current digital technology used by marketing effective?
 Yes
 No
 Not sure
5. What are the benefits of using digital technology to company?
 Improves relationship with customers
 Increases sales and profitability
 Develops brand image
22

6. Are employees provided with training in marketing department?
 Yes
 No
 Not sure
7. Does all employees in favor when immediate changes are made?
 Yes
 No
 Not sure
8. Does feedback from customers considered received from social media?
 Yes
 No
 Not sure
9. Which social media is used mostly by the company?
 Facebook
 Instagram
 Twitter
10. Do you think using updated or new technology enables the firm to satisfy customers?
 Yes
 No
 Not sure
23

24