This research project examines the impact of social media on customer purchase decisions at Marks & Spencer. It analyzes data collected through a questionnaire and provides recommendations for the company to enhance its social media strategy.
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Research Project Part 2
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Table of Contents TASK 2............................................................................................................................................1 2.1 Matching resources efficiently to research questions...........................................................1 2.2 Undertaking proposed research investigation.......................................................................1 2.3 Recording and collating relevant data...................................................................................1 TASK 3............................................................................................................................................3 3.1 Use of appropriate research evaluation techniques...............................................................3 3.2 Interpret and analysis of results.............................................................................................5 3.3 Recommendation and justification of the research area considered...................................14 TASK 4..........................................................................................................................................15 4.1 Presenting outcomes through an appropriate media...........................................................15 REFERENCES..............................................................................................................................16
TASK 2 2.1 Matching resources efficiently to research questions Under this, the research questions are helpful in determining the main purpose of investigation which can be fulfilled. Questions are taken in to a consideration that aids in conduct an effective data analysis related to particular research topic (Edvardsson, B., Tronvoll, B. and Gruber, T., 2011). It is necessary that research questions should be relevant which are given below as above: Q1. What is significance of social media channels for Mark and Spencer? Q2. What are the major elements that can affect customers' decision making? Q3. What is the impact of social media tools on buyers' purchases? Q4. Justify the ways by which Mark and Spencer can attain target audiences. 2.2 Undertaking proposed research investigation It is based on scholar in order to identify effective methods to be applied for carrying out the better research. It should be sure that accurate as well as relevant data or information is gathered by assist in developing the better conclusion in an efficient way. In order to carried out research in significant way, there are two different research methods like for an instance Quantitative and Qualitative. The main focus of Qualitative methods of research on gather necessary data which should be of better quality. This research focus on measure motivation, thoughts and opinion to provide answers of all questions which are needed to be obtained with the help of conduct discussions, interviews,questionnaire, observation and many others (Turban, E. and et. al., 2013). On the other hand quantitative research aspects is related with the statistics as well as numbers which are obtain by a research. It is an easy approach and in this part past data of can be included in this research. In context to conduct research in better manner, researcher uses qualitative data so that investigation can be done in a detailed manner. 2.3 Recording and collating relevant data Forrecordingandgatheringdata,Questionnaireisemployedthatthedifferent components of social media in context to Marks & Spencer which can be determined. This is 1
renowned techniques by which opinions as well as view points of all respondents can be determines on subject of research. Under this, questions are developed in a systematic or chronological manner so from this, researcher can gather relevant as well as accurate data or information. Under this, an investigator knows about opinions as well as view points of consumers related to social media which Marks& Spencer organisation to select (Kapferer, J.N., 2012 ). Regarding this, questionnaire is prepared by researcher which is given below as above: QUESTIONNAIRE Name: Contact number: Address: Q1) Does social media affects purchase decision of customers? a) Yes b) No Q2) What are the major challenges face by Marks & Spencer firm during use of social media to interact with customers? a) Complex process b) Time consuming c) Frequent changes Q3) What is major benefit of use social media in business operations? a) Attract large number of customers b) Provide competitive benefit c) Support in expand operations Q4) What is main resource require by entity to utilise social media platforms? a) Funds b) Expertise knowledge Q5) Does by utilise social media platforms M&S can sustain in market for long run? a) Yes b) No O6) Does social media is an effective way to reach customers in retail industry? 2
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a) Yes b) No Q7) Other than social media, what is the major medium through which M&S can reach to its customers? a) Television b) Radio c) Newspapers Q8) What are main social media tools which use by Marks & Spencer organisation to attract consumers? a) Instagram b) Facebook c) Twitter Q9) Recommend different methods by which Marks & Spencer can make its customer base strong? TASK 3 3.1 Use of appropriate research evaluation techniques Research Design It refers to overall strategies which an investigator select in order to integrate various elements of study in logical and coherent way by determining the problem in an effective or proper manner. Before conduct research in significant manner, it is necessary to include proper research design to determine an important aspects of study. Research design constitutes blueprint for measurement, analyse, collection and also data analysis. In addition to this, an investigation stimulate scholar to determine better research methodologies which are undertaken for analysis purpose. In this, research design is undertaken explain about study kind. For this specific research study, researcher consider the Descriptiveresearch design in to a consideration (Goworek, H., 2011). There are different tools and techniques which are necessary under this like for an instance survey, case- study and observation. It is essential for researcher yo chose 3
necessary method on the basis of particular research topic. In context to this, an investigator relies on description by using the primary investigation. Research philosophy The main focus of an investigator to determine an effective way to gather as well as analyse relevant information or data. Under this, opinion of different writers are taken in to a consideration to determine impact of social media on customers' purchases and their decision making process. In this, there are two different research philosophies and these are positivism and interpretivism. Both are helpful in getting valid conclusion. In order to conduct this research in proper manner, an investigator uses an interpretivism research philosophy (Keller, K. L., Parameswaran, M. G. and Jacob, I., 2011). Data Sampling It refers to tool which are helpful in gather as well as analyse relevant data or information. It is statistical analysis technique that used to choose, analyse and also manipulate representative subset of information or data points in addition to determine trends and patterns in examined more data. In this, researcher selects population for the purpose of collecting necessary or accurate data or information. Under this, data sampling is divided in to two different parts and these are Probabilistic and non-probabilistic. In the probabilistic data sampling, each component of population possess number of modification which are chosen in this sample. But in non- probabilistic sampling method, there are many components which do not require any kind of chosen in sampling. In addition to select specific population, an investigator uses the random sampling method because in this there is no particular patten (Hodgkinson, G. P. and Healey, M. P., 2011). On the other hand, in purposive sample technique, samples are chose with particular objectives. In this, sample size which has been selected through researcher is 50 to know about affect of social media on purchase and decision making process of customers in Marks & Spencer. Data collection method IN context to collect relevant or accurate data, researcher uses different data collection sources like for an instance primary and secondary. It is necessary to include past statistical data or information which is related with social media affect on buying decisions of consumers which carried through a business firm. In context to primary source, an investigator collect data with 4
the help of questionnaire an don the other hand, in secondary researcher uses articles, blogs, books, journals etc. But for completing this present research, an investigator uses primary data collection method (Barry, M. J. and Edgman-Levitan, S., 2012). Ethical Consideration It is essential for an investigator to consider or follow research ethics in an effective or significant manner. Under this, a researcher familiarises scholar policies as well as norms which are regarded through a researcher at the time of conducting research in a systematic manner. In addition to this, research norms and principles are helpful in determine what is wrong and right concerned to research with identifying an acceptable as well as unacceptable behaviour through scholar. It is necessary for researcher to behave in an effective way so that research can be carried out in systematic way (Goworek, H. and et. al., 2012). In context to this it is important for an investigator is to main information of chosen respondents should be confidentiality and also privacy. Researcher should be focus on following ethical standards which are given through an investigator. Under familiarises this, there are different ethical guidelines concerned to conflict, health and safety standards and also human rights which are necessary to follow through an investigation. Limitation Under this, there are many challenges as well as complexities which are faced through a searcher with main objective of a research. In addition to this, it is normal for an investigator is to cover with some of thee limitations. It is necessary to focus on range of the disadvantage that is combat to carried out an investigation in a better or deficient manner. At the time of conducting an investigation in proper manner, there are large number of problems faced through researcher and also know about the method of resolve them. In this, main problem related to preparing of goals and aims which are too broad. Other issue is concerned with collecting relevant method of data collection ( Lund-Thomsen, P. and Lindgreen, A., 2014.). Some times, business houses are not corporate with the researcher to provide them any information. In addition to this, there is minimum availability of valid and also reliable information or data at the time of conducting specific researcher by using the qualitative data. So, regarding this it is importantfor an investigator thatitshould try toresolveallproblemsand conduct an investigation and get reliable or valid conclusion. 5
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3.2 Interpret and analysis of results Under this part of research, data or information has been determined with the help of analyse as well as interpret questionnaire in order to getting the positive outcomes in an effective or proper manner. For analyse collected data, researcher uses thematic analysis to better understanding. THEME 1: Social media affect the purchase decision of customers Q1) Does social media affect the purchase decision of customers? Frequency Yes30 No20 6 YesNo 0 5 10 15 20 25 30 Column B
Interpretation:Under this, social media impact on purchasing decision of customers. Marks & Spencer company uses social media in order to increase its sales or profit level. Under this, there are 30 respondents which said that social media affect on purchasing decision of consumers but there are 20 people which said that there are some other ways which can impact on the process of decision making of consumers in an effective or efficient manner. THEME 2: Major challenges face by firm during use of social media Q2) What are themajor challenges face by firm during use of social media to interact with customers? Frequency Complex process24 Time consuming15 Frequent changes11 7 Complex process Time consuming Frequent changes
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Interpretation:At the time of using social media tools, there are many different problems which are faced through Marks & Spencer business firm. Some times, issues can impact on purchasing decision of consumers. Under this, according to 24 respondents, it is very complex process. On the basis of view point of 15 respondents and according to that social media is very time taken process because there is a requirement to firm to create its own attractive page on social media tools. On the other hand, customers need modifications in specific period of time so that main challenge according to 11 respondents is frequent changes. THEME 3: Main benefit of use social media in business operations Q3) What is the main benefit of use social media in business operations? Frequency Attract large number of customers20 Provide competitive benefit16 Support in expand operations14 9 Attract large number of customers Provide competitive benefit Support in expand operations 0 5 10 15 20 25 Column B
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Interpretation:Social media provides large number of benefits to an organisation in many different ways. Under this, according to 20 respondents that main advantage of social media is to attract large number of consumers because people of this generate more like to purchase goofs through online. But there are 16 respondents which said that it helps in provide competitive benefits to company. On the basis of 14 people, major advantage of social media is to expand business in to the different countries. THEME 4: Major resource require by entity to utilise social media platforms Q4) What is themajor resource require by entity to utilise social media platforms? Frequency Funds28 Expertise knowledge22 11 FundsExpertise knowledge 0 5 10 15 20 25 30 Column B
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Interpretation:In context to use social media, it can be evaluated that, funds are one of the important element in order to improve their business operations. According to the mentioned graph 28 of therespondentsout of 50 areagree with the fact that for making proper advertisement in social media company must have adequate funds. Whereas 22 of them says knowledge provided by expertise is enough for operating business. THEME 5: Social media platforms M&S can sustain in market for long run Q5) Does by utilisesocial media platforms M&S can sustain in market for long run? Frequency Yes38 No12 12 YesNo 0 5 10 15 20 25 30 35 40 Column B
Interpretation:From the graph that is mentioned above it can be concluded that, through social media platforms company can remain in market area for a longer period of time. Out of 50 , 38 person are saying yes that means for them social media is providing benefits due to which Marks and Spencer is in a very good position. Other than this, 12 of them are not agreeing with this they think these social media are not providing any kind of help for the same. THEME 6: Social media is an effective way to reach customers Q6) Does social media is an effective way to reach customers in retail industry? Frequency Yes40 No10 13 Yes No
Interpretation:In current market scenario, social media is one of the powerful platform for reaching out to customers. Form the given context it has been evaluated that, 40 out of 50 respondents agree with the fact that company is using social media platform in an effective way for attracting a large number of customers. Whereas 10 of them are not happy with what ever information are provided to its end customers by respective company. THEME 7: Major medium through which M&S can reach Q7) Other than social media, what is the majormediumthroughwhichM&Scan reach to its customers? Frequency Television24 Radio10 Newspapers16 14 Television Radio Newspapers
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Interpretation:There are various sources through which company can promote their activities. 24 out of 50 are saying that television is enough for having appropriate information regarding any products. Other than this, 10 out of 50 respondents agree with the fact that radio is appropriate in gaining adequate knowledge for the commodities that are manufacturing by Marks and Spencer. Whereas 16 respondents are happy with the data that they are getting from newspapers. THEME 8: Main social media tools which use by Marks & Spencer Q8) What are main social media tools which use by Marks & Spencer organisation to attract consumers? Frequency Instagram19 Facebook22 Twitter9 15 InstagramFacebookTwitter 0 5 10 15 20 25 Column B
Interpretation:As per the market scenario, there are various social media tools that company can adopt for garbing the attention of large number of people. From the above graph it can be evaluated that 19 out of 50 respondents are thinking that Instagram is the effective tool for attracting more and more customers towards their organisation. Whereas 22 are agree that Facebook is the best source for the same. Other remaining respondents i.e. 9 are saying that Twitter is effective tool for providing appropriate information so that customers can avail the benefits. 3.3 Recommendation and justification of the research area considered Conclusion IT has been concluded from the above given report that social media is an effective way to attract large number of people and develop positive brand image at market place. It also affect on the process of decision making of consumers to purchase products in a significant manner. Under this, it has been determined that it is an effective approach by which Marks & Spencer organisation can achieve its organisational objectives and increase profit level. Modifying wishes as well as demands of individuals can countered in successful manner through using the social media tools which are used by Marks & Spencer organisation. In order to collect necessary information, an investigator uses better method such as primary data collection in which researcher prepare questionnaire. At the time of conducting an investigation in a proper manner, investigator follows all necessary legislations and also ethical practices in a proper manner. In addition to this, there are different measured which are undertaken through Marks & Spencer to develop positive image with the help of effective social media tools. At this present time, many people are connected with social media and people communicate with each other in all over the world. There are many different social media tools, but in this an investigator uses Facebook and Instagram because on these, firm van provide its information or aware about its products in a significant or proper manner. It provides many advantages to firm and helpful in increasing brand image of an organisation in front of people at market place. With the help of this, Marks & Spencer business firm can gain the competitive advantages and can compete with its strong rivals in an effective way. Social media provides many advantages to firm like reduce cost, increase productivity, attract more consumers and many others. 16