Understanding Research Methodology

This assignment delves into the world of research methodology, exploring both quantitative and qualitative approaches. It examines various research designs and techniques, highlighting key concepts like inductive reasoning, intersectionality theory, and ethical leadership. The assignment utilizes diverse sources, including academic journals, books, and online resources to provide a comprehensive understanding of research methods.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................4
1.1 Background of research area in form of question, objective and hypothesis........................4
1.2 Statement of the rationale and reasons for choosing the research project............................5
1.3 Literature review for the research specification....................................................................5
1.4 Research methodology..........................................................................................................7
1.5 Time-scale of research Activities..........................................................................................8
Part – 2 ..........................................................................................................................................10
INTRODUCTION ........................................................................................................................11
TASK 1 : UNDERSTANDING FORMULATION OF RESEARCH SPECIFICATION............11
1.1 Background of the research ................................................................................................11
1.2 Literature review for the research description ...................................................................12
1.3 Research methodologies .....................................................................................................13
TASK 2 : Implementation and evaluation of the research project ................................................15
2.1 Collecting and recording relevant information and data ....................................................15
Conclusion ....................................................................................................................................18
Recommendation ..........................................................................................................................19
REFERENCES..............................................................................................................................20
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3

INTRODUCTION
In the present time, technology has been advanced and useful in every business
enterprises as well as individual life. Through technological development, within organisation
drastic changes has been occurred. In order to influence the customers for purchasing, several
corporation uses effective technology and marketing. In this manner, social media is one of the
tool that have great impact upon the individual as well as organisation.
Consumer behaviour and choice is very sensitive as they influence through many things
like environment, price factor, their requirement, demographic factor etc (Liu and Zhenhua,
2003). Social media is one of the platform that can hugely affect the choice and decision of
customers regarding product and services. In the current study, the analysis of social media and
its impact on the people buying decisions in respect to varied products is done respect of Retail
industry. For attain this purpose, researcher will implement some research methodology
methods.
1.1 Background of research area in form of question, objective and hypothesis
Consumer behaviour refers to the situation where individual customers buying pattern is
analysed in detail and on that basis strategy is formulated for enhancing sales of product. There
are several factors through which consumer behaviours can influence such as marketing factor,
personal factor, psychological factor, situational factor, social factor etc (Miguéns, Joana, Baggio
and Costa, 2008). Factors that are named above have significance impact on buying behaviour of
individuals whatever product an individual intend to purchase from the market. In the present
time, online conversation applications are the tools which mostly used by organization for
influence its customer toward product and services. With help of this medium, corporation can
easily advertise and promote its product and services and announce information regarding the
same.
Research Aim
To understand the influence of online communication platform on the consumer purchase and
choice in the retail sector: A research work on Marks and Spencer
Research Objectives
To identify and analyse terminology of social media platforms and its several channels
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To understand the concept of consumer behaviour and choice
To find out significance of online communication platform for influence on selection made by
the people and purchasing decision
To find out impact that online mode of communication have on customer selection and
purchasing decision in the retail industry
Research Question
What is the terminology of social media and its several channels?
What is the concept of consumer behaviour and choice?
What is the impact that online mode of communication have on customer selection and
purchasing decision in the retail industry?
1.2 Statement of the rationale and reasons for choosing the research project
At the time of selection the research project topic, decision of researcher have affected by
several components. One of the major reason for selection of this research topic is scholar own
interest and curiosity. Researcher actually wants to acknowledge about the significance of social
media and its impact upon customer decision and purchasing toward product and services. In
addition to this, researcher actually implement his theoretical knowledge into practical work that
is why consumer behaviour topic has been chosen.
1.3 Literature review for the research specification
Terminology of consumer behaviours and its components
According to the view of Bruhn, Manfred, Schoenmueller and Schäfer, (2012) consumer
behaviour is a study of organisation, individual and group of people related to their purchasing
decision for product and services. Consumer behaviours is the action and decision procedure of
the individual while they purchase product and services for their personal consumption. In the
opinion of Chan, Ling and Guillet, (2011) personal factor is major component that affect
consumer behaviour and purchasing decision for product and services. It consists with age,
gender, education, occupations, income level etc. This factor is related to the customer
requirement and need regarding their personal life. In the contradicting view Fotis, John, Buhalis
and Rossides, (2012) stated that psychological factor also major factor that affect consumer
behaviour and nature. In this includes buying motives, perception, attitude, behaviours, thoughts,
feeling etc. As per this factor, consumer purchasing decision and choice may influence by their
perception and attitude toward that particular product and services. In the opinion of Dinan,
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(2000) price is another major factor that can affect the choice and behaviour of the customer
regarding product and services.
Understanding the meaning of online communication platform and associated channels
According to the view of Hays, Stephanie, Page and Buhalis, (2013) online mode of
communication to large extent are used by the business firms to do marketing of products and
services at workplace. By making use of online channel of communication marketing, firm may
share information about its products on the internet and its various channels like Facebook,
Twitter, Instagram etc. In the opinion of Hjalager and Anne-Mette, (2010) social media is the
collective of online communication channels that facilitate the sharing and creating of
information, idea, thoughts etc. Social media is a unique path of sharing and transmitting
information in various direction. There are various channels associated with like Facebook,
Twitter, You tube etc.
Assessment of impact that online mode of communication have on selection made by
customers and purchasing product and services in the retail industry
According to the view of Hudson, Simon, and Thal, (2013) social media marketing is
mostly used in the retail industry for promote and advertise product and services. By use of
social media channels, organization can have impact on the choice and behaviour of customers.
In this manner, retail organisation can post its information about product and services on the
several mediums such as Facebook, You Tube, Twitter etc. By reading the information about
commodity, customer may influence to purchase it. In the opinion of Leung, Daniel and et al.,
(2013) the major advantage of social media is that it is platform where anyone can easily connect
and access the information which post by company. Thus, it becomes easy to identify the
positive as well as negative comments of the customer who already used company's product and
services.
In the opinion of Hvass, Kristian and Munar, (2012) by use of social media platform
company can easily post the image, video, content information, link, picture of the product and
services on the internet for attract customers toward it. It is the best medium to promote and
advertise the product in the market because company can announce the information to many
users in the market.
In the opinion of Leung, Daniel and et al., (2013) while any customer purchase product
and services in the retail organisation then they search commodity on the social media. By this
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platform, customer can read other customer reviews and feedback about the same commodity.
Positive comments influence them for purchasing the product and services whereas negative
comments resist their purchasing decision. In addition to this, they can also identify the
customer's experience and feedback about the same product and services. Hence, it can be said
that in order to influence customer purchasing decision and choice in the retail industry, social
media have great role.
1.4 Research methodology
RM is assumed as one of the important section of the research study or considered as one
of the crucial part that helps to scholar in identifying research issue as well as its solution
(Garner and Scott, 2013). By implement these all techniques, researcher can find out the best
alternative solution of research problem. In the current study major focus is on finding out
impact that online channel of communication have on individuals buying decisions and decision
regarding purchasing product and services in the Retail industry. For attain this objective,
researcher will apply several techniques which are obstinate below- Research Philosophy- Research philosophy is crucial method of research methodology
through which investigator can easily identify the best alternative solution of research
issue. There are major two method of research philosophy that is interpretive and
positivism (Flick, 2011). For analyse the impact of social media on the customer choice
and decision researcher will apply positivism research philosophy. Research approach- Research approach is another significant technique for analysing
and understanding the actual objective of study. With help of this method, investigator
can assess and analyse the information for find out the best alternative solution. Inductive
and deductive are two major research approach. Deductive research approach can apply
for analyse the impact of social media on the customer choice and purchasing decision. Research technique- It is one of the important part of the research study because in this
data is collected, analysed and interpreted about the subject (Fiegen, 2010). There are
multiple methods of doing research like quantitative method and qualitative method.
There is difference between both approaches as by using quantitative method thematic
analysis is done where through charts respondents response are received. In quantitative
research tools like SPSS are used to analyse data.
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 Data collection- Data collection is the one of the important part of the research study
because reliability of results largely depend on the way in which and sort of quality of
data gathered. Major primary and secondary two method for data collection (Daniel and
Sam, 2011). While researcher collects information from survey, interview, observation,
questionnaire then it is known as primary data collection. Secondary data refers to the
facts and figures which are already published in any source of information. In the current
research study researcher will conduct survey from 30 customers of Marks and Spencer
for collect information about the research subject.
 Sampling- This is crucial method in the research methodology by which researcher can
select some specific group of people for collecting information about the subject
(Creswell, 2013). Sampling is a systematic procedure for selecting some people from the
entire population. In the current study, researcher will select 30 consumers of Marks and
Spencer who regular purchasing product and services from it.
1.5 Time-scale of research Activities
In order to overcome the impact of limited time period and accomplish all research activities
within specific time period, scholar will use Gantt chart method.
Tasks /WEEK 1 2 3 4 5 6 7 8 9 10 11
 Research project topic
selection
 Determine research topic
significance
 Identification of the aim ,
objective and hypothesis of
research subject
 Construct the literature
review along with several
themes of the subject
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 Research methodology
specification
 Selection of appropriate
methods of research
 Implementation of several
research methodologies
 Prepare a systematic
questionnaire
 Conduct primary data
collection from the
consumer of Marks and
Spencer
 Selection of research
evaluation technique and
its implementation within
study
 Collect relevant
information about the
subject
 Thematic technique is
applied to the present
outcomes.
 Detailed analysis of facts
 Preparing conclusion
section
 Final submission of
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research project
 Modification according to
the feedback
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Part – 2
11

INTRODUCTION
Advance technology is very beneficial for each and every organization or business as
well as for public. Technological development enables great changes within the organizations, in
order to attract more customers every company is utilizing effective technology in their various
business functions such as production, marketing etc. Regarding this social media is one of the
most influencing tool to which has a great impact on the consumer choices and purchasing
decisions.
Choice and behaviour of consumer are very sensitive and can be affected by various
elements in the environment such as market demand, demographic factor, price factor etc. Social
media is the most influencing platform that is affecting the purchasing decisions and choices of
the customers related to a product or service. In this research project the investigator identified
impact of social media on the purchasing decisions of the customers with regards to retail
industry. The researcher has used various research approaches or methodologies in order to
obtain effective results.
TASK 1 : UNDERSTANDING FORMULATION OF RESEARCH
SPECIFICATION
1.1 Background of the research
Consumer behaviour can be referred as a situation in which the buying patterns and
decisions of the customers are analysed in order to developed effective strategy leading to the
increase in sales of the services and products. There are various elements affecting the consumer
behaviour such as personal choices, social factors, situational factors, psychological factor,
marketing factors etc. All the above mentioned elements have a huge impact on the consumer's
purchasing decisions with regards to a particular produce tor service in the marketplace. The
researcher has a great interest in consumer behaviour and their purchasing decisions which
influenced him to select this topic of research(Dörnyei and Ushioda,2013). In this research
project the researcher will apply various research methodologies in order to determine the
consumer perceptions with respect to the impact of online platform on the purchasing decisions
of the customers.
Research Aim – To understand the impact of online communication platform on the purchasing
decisions of the consumers in the retail sector. A study on Marks and Spencer
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Research Objectives
To analyze and identify terminology of social media platform and its various channels
To understand the concept of consumer behaviour and choices
To find out significance of online communication platform for influence on selection made by the
people and purchasing decision
To find out significance of online mode of communication have on customer selection and
purchasing decision in the retail industry
Research Questions
What is the terminology of social media and its several channels?
What is the concept of consumer behaviour and choice?
What is the impact that online mode of communication have on customer selection and
purchasing decision in the retail industry?
1.2 Literature review for the research description
Terminology of consumer behaviour and its elements
According to Billig and Waterman(2014), consumer behaviour is a study of individual,
group or people or organisation with regards to their purchasing choices and decisions for
various services and products. Consumer behaviour is the decision and action procedure of an
individual with regards to purchasing a service or product for their consumption. Bouckenooghe,
Raja and Zafar(2015) states that the main benefit of online communication or social media
platform is that it helps in spreading awareness or marketing the products and services to a large
audience efficiently. The companies such as Marks and Spencer also uses various online
platforms in order to provide easy access of products and service to their customers. The direct
communication between the consumers and organizations through online platform helps to
collect important feedback and information which helps in improving the quality of products or
services. The companies nowadays are getting connected directly with their customers through
various social media platforms such as Facebook, instagram, twitter etc.
Impact of online mode of communication on the purchasing decisions and choices
regarding various products and services.
As per the perspective of Cammarota and Fine, (2013) online networking showcasing is
for the most part utilized as a part of the retail business for advance and promote item and
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administrations. By utilization of online networking channels, association can have effect the
decision and conduct of clients. In this way, retail association can post its data about products
and services on the few mediums, for example, Facebook, You Tube, Twitter and so forth. By
perusing the data about ware, client may impact to buy it. In the feeling of author the real
favorable position of web-based social networking is that it is stage where anybody can
undoubtedly associate and access the data which is provided by an organization. In this manner,
it turns out to be anything but difficult to recognize the positive and in addition negative remarks
of the client who officially utilized organization's item and administrations.
In the opinion of Creswell, (2014), by utilization of online networking stage organization
can without much of a stretch post the picture, video, content data, connect, photo of the item
and administrations on the web for draw in clients toward it. It is the best medium to advance
and promote the item in the market since organization can report the data to numerous clients in
the market.
According to Bauer, (2014) while any customer buy item and services in the retail sector then
they look product on the online networking. By this stage, client can read other client audits and
input about a similar ware. Positive remarks impact them for obtaining the item and
administrations while negative remarks oppose their acquiring choice. Furthermore, they can
likewise recognize the customer's understanding and criticism about a similar item and
administrations. Thus, one might say that keeping in mind the end goal to impact client buying
choice and decision in the retail business, online networking have incredible part.
1.3 Research methodologies
Research methodologies are the most important and essential element in this research
project. There are various process involved in the collection and interpretation of data or
information in a research study(Peterson and et.al., 2012). The researcher implemented various
methodologies or techniques in order to get the best outcomes and results related to the research
topic. The various research methodologies implemented by the investigator are as described
below -
 Research philosophy – This is a very critical part of a research study or methodologies,
the research philosophy. The selection of an effective research philosophy can assist to
find out the best alternative solution for a problem or issue. There are mainly two type of
research philosophies positivism and interpretive. In order to identify and determine the
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impact of social media on purchasing decisions and choices of the customers the
investigator had applied positivism research philosophy in this research project(Kunze,
Boehm and Bruch,2013).
 Research approach – Research approach is also an important method used to analyze
and understand the actual aim of the research study. Implementing an effective research
approach the investigator can identify the most effective solution for the issue with the
help of proper analysis of information and data. The two research approaches which can
be applied in a research study are inductive and deductive research approaches. The
researcher has applied deductive research approach in this research study for identifying
the impacts of social media on purchasing decision of the customers(Ford, 2014).
 Research technique - It is one of the imperative piece of the exploration contemplate on
the grounds that in this information is gathered, broke down and deciphered about the
subject(Inductive Approach, 2014.). There are different techniques for doing research like
quantitative strategy and qualitative technique. There is contrast between both
methodologies as by utilizing quantitative technique topical investigation is done where
through outlines respondents reaction are gotten. In quantitative research approach like
SPSS are utilized to break down information(Misirli and et.al., 2015).
 Information or data collection - Data gathering is the one of the vital piece of the
examination ponder in light of the fact that unwavering quality of results to a great extent
rely upon the manner by which and kind of nature of information assembled. Significant
essential and auxiliary two strategy for information gathering. While specialist gathers
data from survey, observation, interview, questionnaires then it is known as primary data
collection. Secondary data alludes to the statistical data points which are as of now
distributed in any wellspring of data. In this research project the investigator conducted a
survey on 30 customers of Marks and Spencer to collect data about the research topic or
subject(Menges and et.al., 2016).
 Sampling – Sampling is also very essential in the research methodologies which is used
by a researcher in order to select a specific group of individuals for collecting relevant
data or information related to the research subject. IT is a process of choosing specific
number of individual for collecting information useful in the research project, in this
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research study the investigator selected 30 customers of Marks and Spencer to conduct an
effective and beneficial survey.
TASK 2 : Implementation and evaluation of the research project
2.1 Collecting and recording relevant information and data
The main aim of this research study is to determine the impact of social media or online
communication platform on the purchasing decisions of the customers. It is essential that the
research project includes effective and useful methods or tools in order to obtain the best results
or outcomes. The investigator needs to make sure that the research study is going in a right
direction step by step(Flick, 2015). The researcher developed significant questions for
conducting a survey for 30 customers of Marks and Spencer for collecting information and data
related to the research study. The survey was conducted effectively in order to gather important
information which helped in providing desired outcomes. The information or data collected
needs to be rerecorded for further analysis. Therefore, the information collected by the
investigator related to the research has been converted into a written format as illustrated below -
Age of the
customers
Number of
respondents
20 to 30 years 15
30 to 40 years 10
40 to 50 years 5
For how long you have been using social
media platforms?
Number of respondents
1 year 15
2 to 3 years 10
3 years and above 5
Interpretation – According to the data collected by this survey question it has been concluded
that most of the customers using products and services of Marks and Spencer are influenced to
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use online platforms since 1 year. 15 customers or different age groups are using online platform
for purchasing products or services from Marks and Spencer since 1 year, 10 customers are using
it since 2 to 3 years and 5 customers are using it for a long time such 3 or more years. It shows
that people are getting attracted to online shopping and the rate of inline shoppers are increasing
day by day.
Do you think online platforms helps in
providing better shopping experience?
Number of respondents
Yes 20
No 5
May be 5
Interpretation – The above survey questionnaire presents an analytical data the perception of
people with regards to the shopping experience of the 30 customers. 20 customers agrees that the
online platforms provides a better shopping experience while purchasing any product or service
form Marks and Spencer. 5 customers denied that online shopping is a good experience. The
remaining 5 customers are not sure weather online platform, provides a good shopping
experience or do not. Therefore, it can be identified that the customers are satisfied with online
shopping with Marks and Spencer.
Do you agree social media is affecting the
purchasing decisions of the customers?
Number of respondents
Yes 18
No 5
May be 7
Interpretation - According to the data collected by this survey question it has been concluded that
most of the customers using products and services of Marks and Spencer thinks that the social
media and other online platform are influencing the purchasing decisions of the customers. 18
customers agreed that the social media and other online platforms influence the purchasing
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decisions of people. 5 customers answered no and 7 customers are confused. It proves that the
social media is affecting the purchasing decisions and choices of the customers related to the
products and services.
What do you think are the benefits of using
online platform for purchasing a product or
services?
Number of respondents
Time saving 10
Easy access to products and services 15
Good shopping experience 5
Interpretation - The above survey questionnaire presents an analytical data the perception of
people with regards to the benefits of online shopping or purchasing any product and service. 10
customers thinks that the online shopping is a time saving method of purchasing products and
services. 15 customers which was the highest number stated that online shopping provides and
easy access to the products and services offered by Marks and Spencer rest of the 5 customers
stated that online shopping offers a good shopping experience to the customers. Therefor, it can
be concluded that online shopping helps customers to easily access to the wide range of products
and services offered to the customers which influence people to use online platform for
purchasing products and services.
What do you think are the various factors
affecting purchasing decisions?
Number of respondents
Time consumption 8
Price 12
Quality of products and services 10
Interpretation – This survey question was asked to the customers in order to identify the various
factors that affect the purchasing decisions of people. 12 customers thinks that price is a major
factor that influence the purchasing decisions of the customers, 10 customers said that
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purchasing decisions of the customers are affected by the quality of products and services offered
by an organisation such as Marks and Spencer. The remaining 8 customers said that time
consumption is a factor that is influencing purchasing choices and decisions of the customers.
Hence, it can be concluded that Price is a major factor that influence the purchasing decisions of
the people with regards to various products and services offered by the organizations such as
Marks and Spencer.
Do you suggest others to use online
platform for purchasing products and
services of Marks and Spencer?
Number of respondents
Yes 20
No 6
May be 4
Interpretation – According to the above survey the researcher identified the satisfaction level of
the customers in using the online platform for purchasing good and services. Customer were
asked that whether they suggest online shopping to others or not. 20 customers said that they
happily suggest others to try online shopping or purchase of good and services. 6 customers said
that they don not suggest or recommend online shopping to others as they were not satisfied by
it. The rest of the 4 customers were not sure about it. Therefore, this survey questionnaire
concluded that the most of the customers are very satisfied by the online shopping experience
and they promote it to others.
Conclusion
The research project analysed the impact of social media and other online platform o the
purchasing decisions or choices of the customers related to the products and services offered by
Marks and Spencer. The research project was developed with various aim and objectives that
needed to be consider to obtain important outcomes or results from the research study through
the application of the most suitable research methodologies and approaches. The main aim of the
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research project was to identify to understand the impact of online communication platform on
the purchasing decisions of the consumers in the retail sector in context to Marks and Spencer.
The report included a detailed literature review related to the research topic or study,
including the Terminology of consumer behaviour and its elements, impact of online mode of
communication on the purchasing decisions and choices regarding various products and services.
Furthermore, the research project included the various important research approaches or
methodologies used by the investigator for collecting and evaluating the data or information such
as Research approach, research plan, research technique, sampling etc. An effective survey was
conducted in the research for collecting and analyzing the information related to the research
topic.
Recommendation
According to the result or information collected by the survey it has been concluded that
social media and other online platforms are highly influencing the purchasing decisions of the
customers related to the products and services offered within a market. The research outcomes
clearly determine that the customers are getting affected and attracted towards online shopping
and social media platforms. Therefore, Marks and Spencer should focus on developing its online
presence, the company should focus on improving the quality of online services. Marks and
Spencer should also focus on improving the online portal and websites in order to attract more
and more online traffic which can help in increasing the sales of the business. There are various
factors such as time, price and shopping experience which can affect the customer perception or
decisions.
Therefore, the organisation should present an attractive and smooth access of products
top their customers and endure that the services provided to them are highly effective and
impressive. Marks and Spencer can increased their profitability as well as can identify the needs
or demands of the customer with the helps of social media and other online platforms. The social
media platform such as Facebook, twitter, instagram etc which can help Marks and Spencer to
connect with their customers directly and easily letting them identify their perception,
satisfaction level, needs and demands through feedbacks and reviews. The customers can
communicate with the organization regarding any issue or need related to the products and
services by visiting the social media or other online platform developed by the company.
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