Literature Review and Marketing Research Methods

This assignment is a compilation of various literature reviews and research methods related to marketing. It includes case studies from industries such as retail and manufacturing, as well as qualitative research on consumer behavior and social media analysis. The document also provides an overview of research tools and techniques used in marketing research, including Wordle and other supplementary research methods. This assignment is suitable for students studying marketing or business research methods.

Research Methods for
Strategic Managers

Table of Contents
Title:- ...............................................................................................................................................1
CHAPTER 1 : INTRODUCTION...................................................................................................1
1.1 Overview of the research......................................................................................................1
1.2 Select a research question.....................................................................................................1
1.3 Factors that contribute to the process of successful research question.................................2
1.4 Justification of research question..........................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Appropriateness of marketing in the current business condition..........................................4
2.2 Several sources by which organisation can increase it business performance......................5
2.3 Impact of marketing on business performance of Marks and Spencer.................................5
2.4 Methods of enhancing market performance of Marks and Spencer.....................................6
CHAPTER 3 : RESEARCH METHODOLOGY............................................................................6
3.1 Research types.......................................................................................................................6
3.2 Quantitative...........................................................................................................................7
3.3 Qualitative.............................................................................................................................7
3.4 Data sampling.......................................................................................................................7
CHAPTER 4: DATA ANALYSIS..................................................................................................7
4.1 Methods of collecting data....................................................................................................7
4.1 Data analysis and interpretation............................................................................................8
CHAPTER 5 : CONCLUSION AND RECOMMENDATIONS..................................................14
5.1 Findings...............................................................................................................................14
5.2 Recommendations...............................................................................................................15
5.2 Conclusion..........................................................................................................................16
REFERENCES..............................................................................................................................17

Title:-
“To identify the implication of Marketing on an association: A case study on Marks
and Spencer”
CHAPTER 1 : INTRODUCTION
1.1 Overview of the research
In the modern time, marketing is an broad term in is concluded different type of activities
and methods with the help of them company can easy to promote their services and products at
worldwide level(Rust, 2017). It aids to attract high number of customers towards business due to
this respectively enhance profit and income. In order to this, marketing can be consider as a
process because there are concluded different things such as branding, promoting, advertising,
developing, operating, distributing, pricing and so more. Hence, at this time there are available
several marketing sources which can be used by organisations for increasing profitability and
productivity such as online, advertising, website etc (McNiff, 2016). Most of the business firms
are using online marketing tools and techniques because clients wants easy to purchase products
and get proper information without investing huge time.
However, in this research report Marks and Spencer organisation has chosen thus it is an
leading British multinational retailer of the Saudi Arabia which deals in clothes, foods,
beverages, cosmetics etc. Marks and Spencer using several type of marketing methods and
techniques within organisation for getting high more and more attention from clients so that
significantly increased their revenue and sales of their products and services. Therefore, it has
own official website hence there are included all over information regarding company, products
and new offers to their high number of customers (Malhotra, Birks and Wills, 2013).
1.2 Select a research question How an organisation can measure and analyse the actual implication of marketing? Which marketing tools and techniques will helps to increase sales and probability of
company? How researcher can easy to identify actual impacts on marketing aspect on working
performance of Marks and Spencer?
 Which type of marketing methods and strategies must be adopted by Marks and
Spencer for improving efficiency and effectiveness?
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1.3 Factors that contribute to the process of successful research question
Generally, this research study based on actual implications of marketing aspect on
working performance of Marks and Spencer. Thus, this report helps to give appropriate
guidelines and directions to researcher for getting success and reaching decided aim and
objectives (Felsted, 2014). In order to this, aim of this report is to examine and determine “The
implication of marketing on selected company : A case study on Marks and Spencer”.
It is needed to be decided some objectives of research project by the researcher as well as
should be clarify to every team members so that they can also set their long and shorty term
targets also they can attain in future. In order to this, without deciding objectives and targets an
researcher cannot get success in competitive market additionally cannot take competitive
advantages from the external environment. Therefore, there are defining some objectives of
research project which researcher wants to achieve in the future which all are stated under below: To determine importance of marketing concept for Marks and Spencer To identify and find out different marketing methods and techniques thus which can be
used by Marks and Spencer To examine the which most marketing tools used by most of the companies
 To analyse the several sources to give fully satisfaction to their customers as per their
needs.
Hence it has been analysed that aims and objectives of this research project act as a
major factor which helps in selecting appropriate research question for this assignment. Mainly,
it provides a corrective direction to investigator while understanding the motive of a report.
1.4 Justification of research question
Generally, research is a process because in which focus on to find out something new and
authentic information from the external environment regarding an particular topic. Further,
present research report totally based on marketing concept thus, it may be impact on company
either positive or negative style (Babin and Zikmund, 2015). Due to this, it is required to be
analysed and evaluate its actual affects of marketing on business firm through suitable strategies.
In order to this, marketing helps to attract large number of consumers towards enterprise due to
this, respectively increased profit and sales of organisation. In this addition, while an business
firm using smart and advance marketing tools and techniques than it can be set an brand image in
the market place as well as easy to compete with their major competitors. In the last, marketing
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is an important aspect for every organisation because without using this aspect at work place it
cannot effectively get success as well as cannot take competitive advantages from the external
environment (Daymon and Holloway, 2010).
However, it has been analysed that above research questions helps in identifying various
issues or problems that is faced by learner while conducting an effective investigation
programmes. As per above define research is an process because in which included different
activities and operations due to this researcher has to be face several issues and problems as well
as have to resolve them through appropriate solutions.(Bulearca and Bulearca, 2010) Along with
this, risk and issues basically uncertain in nature hence they can easy to occur in any kind of
situations. Thus, which might be directly affect on business as well as its performance and style
due to this it is necessary to systematically analysed and evaluate through applying applicable
methods and techniques. In order to this, research must be take an backup plan so that which can
be used in some critical conditions and circumstances of research project. While researcher not
using and adopting appropriate research plan than might be researcher will collect negative
results and outcomes (Beverland and Lindgreen, 2010)
CHAPTER 2: LITERATURE REVIEW
This stage of research assignment aids to clarify the potential meaning of research topic
due to this researcher also can clarify that to self and its team members. Additionally, with the
help of this systematically carried out all research activities and operations in an systematic style.
This part of research report assist to give suitable and smart guidelines to researcher so that it can
get success and attain their pre decided objectives. In this addition, researcher will easy to gather
real and authentic information related to the marketing concept from the outside business
environment. Researcher also can use and adopt smart methods and techniques for collecting
reliable data. Further, a depth and effective discussion has been conducted by researcher in
which clarify and identify the impacts of marketing aspect on performance and style of Marks
and Spencer. (Easton, 2010)
2.1 Appropriateness of marketing in the current business condition
At this time, marketing has become one of the major aspect for every organisation
because without using appropriate marketing methods ad tools they cannot be promote their
products and services within the market place. Therefore, its needed to be choose suitable and
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smart marketing techniques at work place because they aids to increase profitability and
productivity of the company. Along with this, marketing is an important concept due to this there
are available several marketing sources and tools which used by most of the businesses. With the
help of them employers can set an brand image as well as easy to compete with their major
competitors. In the last there are elaborating some positive impact of marketing term on the
performance of Marks and Spencer such as:
 Increasing profitability and productivity: Marketing tools and techniques helps to
improve profit level of organisation because while employers are using smart marketing
methods within the company than they can easy to provide proper information. So that
customers can effectively attract towards firm than respectively increased income and
sales of company's products and services.
 Minimising operational extra expenses: Sometimes businesses may be face financial
losses due to increasing operational cost within the organisation. Therefore, marketing
process aids to manage and control all business activities and promote services and
facilities at world wide level through the appropriate smart marketing techniques and
tools.(Brettel and et. al., 2011)
 Enhancing working performance: At this time, most of the business firm seeks to be
use smart and advance marketing techniques and tools within the organisation. So that
they provide proper and actual information to customers. With the help of smart
marketing methods employees will easy to motivate and confident towards their works.
Due to this, respectively increase their performance and skills in an impelling way.
However, while using smart marketing aspects at work place of Marks and Spence than
consequently enhanced their profit and incomes as well.
 Effectively set an brand image: As per define marketing is an essential aspect for every
kind of firms because it helps to promote company and its products across all over the
world. Additionally, with the help of smart marketing aspect it can easy to set an brand
image in the competitive market. (Liang and Turban, 2011)
2.2 Several sources by which organisation can increase it business performance
According to the Pulizzi (2012) while conducting research within the market place thus
have to face several issues and problems by the researcher. Additionally, must be properly
analyse and evaluate with through smart methods so that research ca get success as well as attain
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their decided targets. Generally, marketing tools and techniques helps to promote company and
its services across all over the world due to this clients can easy to gather actual information
from the market place also can purchase products from online market technique without
investing more time period. Apart from this, marketing is an broad term in which concluded
several activities and methods with the help of them it can be enhance their working performance
and quality thus which all are elaborating under below:
 Introduce smart marketing techniques and tools: It is essential to be use better
marketing techniques within the organisation for increasing performance and income
level. With the help of them company can easy increase quality of their products so that
clients can differentiate that services to others.
 Provide training to staff members: Before using smart marketing strategies and
methods at work place of firm have to be provide proper training to employees and try to
give fully information. So that they easy to use and operate them for promoting and
giving satisfaction to customers toward their expectations. (Veeck and Hoger, 2014)
 Integration of person's skills and marketing techniques: One of the major cause for
every organisation is to combining of every individuals of firm and marketing techniques.
After that effectively increased the effectiveness and efficiency of employees as well as
selected business firm.
2.3 Impact of marketing on business performance of Marks and Spencer
In the market place has included different type of factors which affect on company due to
this it is compulsory to properly analyse and evaluate all major causes. At this time, mostly
organisations are using and adopting digital marketing tools and techniques within the business
firm for promoting its services and products at world wide level. Generally, smart marketing
activities aids to improve performance and quality of company. (Izberk‐Bilgin, 2010)Thus, it is
mandatory for Marks and Spencer should be adopt smart digital marketing tools for setting an
bran image. Therefore, there are defining actual influence of marketing concept of Marks and
Spencer such as:
 It assist to attract large number of consumers towards organisation at national and
international level.
 Marketing aspect helps to promote and advertise company's products and services at
world wide level. ( Rahbar and Abdul Wahid, 2011)
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 It aids to increase profitability and productivity level of the business firm also with the
help of this company can set an brand picture in the competitive market place.
2.4 Methods of enhancing market performance of Marks and Spencer
The main objective of Marks and Spencer is to give proper satisfaction and increase
profit level. Generally, at this time it is not easy to attain goals and objectives in the competitive
market place because customers wants something new and smart services which they expect
from organisation. Due to this, it is compulsory for Marks and Spencer should be use smart
marketing concept and methods at work place of firm. Along with this, there are defining some
appropriate sources which can be use selected company within the company such as follows:
 By using online and digital marketing tools: At this time, most of customers wants to
use online system for purchasing and getting actual information regarding enterprise and
its products and its new offers. (McNaught and Lam, 2010)
 By proving proper training to every employees: It is required to be adopt smart
marketing tools within the organisation for advertising and promoting services but before
using them must be give fully training to every staff members so that they can learn how
they should promote and use within the business firm. (Piekkari, Plakoyiannaki and
Welch, 2010).
CHAPTER 3 : RESEARCH METHODOLOGY
This part of research project aids in identifying and selecting useful tools and techniques
by researcher which can be used for gathering authentic information and data from the external
market place.(Colomb, 2012).
3.1 Research types
While researcher working on an particular research project, thus, investigator has main
responsibility is to use and adopt suitable methods and techniques. Generally, there are type of
methodology such as qualitative and quantitative. In this present research study will be used
qualitative method and will prepared authentic facts and figures to attain outcomes and results.
(Blomquist and et. al., 2010).
3.2 Quantitative
According to this tool information are accumulated in statistics or numerical form which
is used by organization or researcher team while making their company budget as well as during
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allocating money for specific department. It shows data in a number form with the help of
various appropriate methods such as; polls, surveys, previous turnover records, balance sheet or
profit and loss account of an enterprise, computational tools and so on.
3.3 Qualitative
It is primarily known as a exploratory research whose main motive is to gathered
information in a theoretical way with the help of various modes or methodologies. Therefore,
information is acquired with the use of literature, past records, books and journals.
3.4 Data sampling
This section of research report is an essential for researcher because in which
systematically choose number of sample from the over all population of the country. After that
researcher will conduct effective research on selected sample of persons and try to collect
authentic data in an systematic way. Further, there are two kind of data sampling methods such
as probability and non- probability. From the both concepts researcher will be choose appropriate
method as per the nature of research report. Hence, this assignment totally based on probability
approach in which 50 sample size has been selected.
CHAPTER 4: DATA ANALYSIS
Every researcher seeks to be gather real and authentic information from the outside after
collecting data must properly analyse and evaluate results through suitable methods and
techniques. Proper data measuring helps to get success to investigator as well as researcher also
can identify the actual implication of marketing (Branthwaite and Patterson, 2011).
4.1 Methods of collecting data
Accumulation of data is not an easy task which requires number of methods for gaining
accurate or precise information in order to design their business activities in more efficient
manner. Thus, some of the useful methods which is used by organization are; interviews,
questionnaire, surveys report, sampling tool and so on.
4.1 Data analysis and interpretation
QUESTIONNAIRE
Q1) What do you think marketing tools and techniques has affects on Frequency
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Marks and Spencer?
 Yes 45
 No 5
Q2) What are the major marketing method that have affect selected
business firm?
Frequency
 Online 30
 Digital media 10
 E- mail 10
Q3) What do you think, why marketing process necessary for organisation?
 Improving profit and revenue 15
 Promoting products 15
 Accretive performance 20
Q4) Are you satisfied by the Marks and Spencer's products and goods? Frequency
 Yes 42
 No 8
Q5) How marketing tools and techniques helpful for an organisation? Frequency
 Increasing performance 30
 Taking competitive advantage 10
 Improve promoting activities 10
Q6) Which products has assisted Marks and Spencer company in
registering higher level of development level in the market place?
Frequency
 Clothes 30
 Food and beverage 15
 Accessories and cosmetics 5
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Theme 1: Affects of marketing tools and techniques on Marks and Spencer
 Yes 45
 No 5
Yes No
0
5
10
15
20
25
30
35
40
45
Column B
Interpretation: As per above define graph it has been assessed that modes of marketing
plays a very crucial role in attaining objectives of an enterprise as it helps to define the actual
impact of marketing tools and techniques on Marks and Spencer. Thus, it has been analysed that
out of 50 number of sample around 45 person are agree with this statement whereas rest 5 person
are raising their voice against this term.
Theme 2: Marketing method which influence selected business firm?
 Online 30
 Digital media 10
 E- mail 10
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Online
Digital media
E-mail
0 5 10 15 20 25 30
Column B
Interpretation: Mainly all the above methods are appropriate for promoting goods or
services of selected firm due to its effectiveness or efficiency. According to above graphical
representation it has been analysed that chart, online sources are act as a appropriate marketing
tool and technique which is used by an organisations. Hence out of 50 sample almost 30
individual are preferring online method for promoting their business and believing that this
technology is also having a greater influence on company performance. On the other hand, only
10 persons are not satisfied with this statements.
Theme 3: Necessity of marketing process for organisation?
 Improving profit and revenue 15
 Promoting products 15
 Accretive performance 20
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Improving profit and revenue
Promoting products
Accretive performance
Interpretation: As per the view of this pie chart researcher can identify the appropriate
impact of marketing aspect on company thus 15 person said it helps in improving profit and
revenue, 15 said promoting company's products and last 20 persons said accretive performance.
Theme 4: Are you satisfied by the Marks and Spencer's products and goods?
 Yes 42
 No 8
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Yes
No
Interpretation: From the above represented pie chart it helps to define actual
satisfaction level of customers from the Marks and Spencer products and services thus from out
of 50 sample size 42 individuals said yes and only 8 person said no.
Theme 5: How marketing tools and techniques helpful for an organisation?
 Increasing performance 30
 Taking competitive advantage 10
 Improve promoting activities 10
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Increasing performance
Taking competitive advantages
Improve promoting activities
0 5 10 15 20 25 30
Column B
Interpretation: As per represent graph it helps to how marketing is helpful for company thus
from the out of 50 sample size 30 said increasing performance, 15 said taking competitive
advantages, 15 said improving promoting activities.
Theme 6: Which products has assisted Marks and Spencer company in registering higher level
of development level in the market place?
 Clothes 30
 Food and beverage 15
 Accessories and cosmetics 5
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Clothes
Food and beverage
Accessories and cosmetics
0
5
10
15
20
25
30
Column B
Interpretation: As per the graph Marks and Spencer in which sector it can be expand
their business thus from the out of 50, 30 persons said clothes, 15 said food and beverage and
other 5 go with accessories and cosmetics.
CHAPTER 5 : CONCLUSION AND RECOMMENDATIONS
5.1 Findings
After analysing above information it has been identified that Marks and Spencer is
adopting number of tools or techniques in order to gathered necessary data for supporting entire
association while decision making process. Along with this, it is also analysed that selected firm
uses number of appropriate methods for enhancing their company performance at marketplace in
order to gain competitive advantage. According to Ernst, (2010) one of the major thing which is
determined is that marketing plays a very crucial role in maximizing sales of an enterprise by
conducting number of promotional activities for satisfying needs or demands of consumers.
Additionally, they are also showing the influence of merchandising activities on development of
business as well as economy of a nation. After assessing above data it has been understood that
marketing is one of the indispensable factors for every organization either small or large because
it aids in promoting goods or services of a company across the international boundaries.
Therefore several outcomes are identifies which is describing as follows:-
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 Marketing strategy is essential for increasing the sales volume of an organization as this
helps ventures in making effective business plan , thus it assists Marks and Spencer in
enhancing its selling rate via formulation of those plan of actions.
 Improve the company image by gaining trust or loyalty of maximum number of
employees. They can offer incentives, medical benefits, wages after retirement, additional
compensation on the basis of extra working hours and their better performance, etc. thus,
Marks and Spencer can make such strategies for attaining the reliance of their workers by
doing so.
 Number of clients are fully satisfied with serving technique of employees. Needs or
demands of consumers are being offered by Marks and Spencer for gaining their interest
and retaining them for long time period.
5.2 Recommendations
After understanding the aims or objectives of above described title it is analysed that
marketing is indispensable for success or growth of an organization as it act as a significant tool
which helps them in maximizing their sales. Thus, an effective suggestion is prescribed which is
stated as follows:-
 Must adopt SMART marketing tools and techniques by the employers of Marks and
Spencer
 Required to try online and digital marketing methods at work place.
 Need to design appropriate strategies for competing with major competitors of retailers.
For example, they should try to design innovative products and services so that users
prefers them most in relation to their rivalries. Marks and Spencer should also reduce the
pricing of some goods and offer them at affordable costs.
 Necessity to make changes as per demand of consumers. The given corporation should
used to manufacture their products and services in accordance to the current requirements
and needs of clients in order to gain their attention. This in turn increases their selling
rate.
 Overcome company barriers by satisfying needs or demands of clients. Different barriers
like political factors, environmental factors, economical factors and more should be
tacked by Marks and Spencer effectively in order to minimise its adverse effects.
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Thereafter, main motive of venture should be to meet the requirements or necessities of
their potential users in order to increase turn over in effect-able manner.
5.2 Conclusion
From the above mentioned research study it can be concluded that marketing is an
important process for every business firm because it aids to promote its products and services.
Therefore, there has been conducted research within the market place for identifying the real
implication of marketing on the working performance of Marks and Spencer. Additionally, has
been chosen appropriate research methodologies and techniques by the researcher for attaining
decided goals and objectives.
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