Research Ethics and Data Storage Compliance

This assignment is a comprehensive guide to ensuring research ethics and compliance with data protection requirements. It involves filling out a form that covers various aspects such as informed consent, data storage, and security. The participant must confirm their understanding of the institution's Research and Ethics Policy and discuss ethical issues with their Unit Tutor.

Research Project
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Research proposal that clearly defines a research question or hypothesis supported by a
literature review......................................................................................................................3
P2 Research methods and approaches to primary and secondary research............................8
TASK 2............................................................................................................................................9
P3 Conduct primary and secondary research using appropriate methods .............................9
P4 Apply appropriate analytical tools, analyse research finding and data...........................13
TASK 3..........................................................................................................................................22
P5 Communicate research outcomes in an appropriate manner for the intended audience. 22
TASK 4..........................................................................................................................................23
P6 Reflection on the effectiveness of research methods and techniques.............................23
P7 Determine alternative research methodologies for the project........................................24
CONCLUSION..............................................................................................................................24
REFERENCES..............................................................................................................................25
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TITLE
“The impact of digital technology on business activity of SME’s “
INTRODUCTION
Digital technology refers to scientific knowledge which helps in using digital and
computerised methods, systems and devices. Usage of digital technology is beneficial in every
organisation as it provides wealth and various opportunity to the firm. Digital technology has
its presence in various organisational functions like artificial intelligence in production
department. Artificial intelligence is the part of computer science which is beneficial in
developing machines that have ability to perform business activities like humans. These
machineries have their own importance in organisation as they reduce human efforts and
performs the work in effective and improved manner (Bond and Gasser, 2014). Callsign is a
UK based start-up which provides cybersecurity services. This firm was started in 2011.
Callsign is using Artificial intelligence system for providing hi-tech cybersecurity to its client.
For this, they are working on Intelligence driven Authentication. This AI system secures
online transaction of user by assessing various points for ensuring that account is used by the
3

actual owner only. This research project includes specific discussion about aims and
objectives of artificial intelligence. Further various methods and approaches are described to
find appropriate conclusion of study.
TASK 1
P1 Research proposal that clearly defines a research question or hypothesis supported by a
literature review.
According to Paul Marsden (2017), Digital technology is considered as the revolution for
organisation as it transformed traditional methods of performing business activities in modern
way which simplifies the working pattern and also improves its efficiency. Along with this
digital technology has also increased number of opportunities for every business association.
Artificial intelligence is one among the essential part of digital technology (Brodie, Mylopoulos
and Schmidt, 2012). Artificial intelligence is considered as the technology which performs
business activities like human being which involves effective skills (learning, thinking ability
etc.).
Concept of Artificial intelligence was developed in 1955. This intelligence emphasizes on
making a computer based robot which has ability to perform business activities like human
beings. Initially AI was originated with the motive of creating expert system which can advise,
elaborates and demonstrate its users. Further it developed by modifying its system through
inserting human abilities like think, learn, understand and behave. With every modification
Artificial intelligence is now converted into an intelligent computer based system which covers
various areas like philosophy, sociology, science, psychology, mathematics, neuroscience and
biology. AI have reduced human efforts in daily base work structure which saves their time for
more important work (Cohen and Feigenbaum, 2014). For example: AI was initially used by
commercial airline as AI autopilots. In this human pilot only works at the time of take-off and
landing of flight. It has been evaluated that artificial intelligence is contributing in maximum
sectors and organisation for performing activities.
Background of the research.
Artificial intelligence is computerized system with major motive of developing intelligent
machines which owns ability of performing business activities with human skills. Along with
this, its designing includes speech recognition, planning, problem solving and learning. In
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relation to the market scenario, artificial intelligence is beneficial for business organisation as it
reduces human efforts in operational activities (Costantino Di Gravio and Nonino, 2015).
Callsign is a UK based start-up which offers cybersecurity services by using AI. This enterprise
is using AI cybersecurity system which helps the client or user in securing their online
transaction on regular basis. Callsign is using Intelligence Driven Authentication which majorly
emphasize on authenticating user’s regular activities like location, smiling at camera,
fingerprints, typing pattern of old passwords, voice signature. These small activities are used by
this firm for securing their clients information. Presently, AI of Callsign is used by Deutsche
bank for securing its clients information. As this system records all type of pattern in which users
use their account and if any day it mismatches in that case account is directly blocked (Gero,
2014). This ensures all its users that their account will not get hacked and is protected.
Aim:
“To determine the importance of Artificial Intelligence on developing innovative
products for firms”. A case study on Call sign.
Research Objectives
 To evaluate the concept of Artificial intelligence.
 To identify benefits of new product development for the growth of Call sign
 To determine uses of Artificial intelligence for developing innovative product. To analyse relationship between Artificial intelligence and innovation in Callsign.
Research Questions:
 What is the concept of Artificial Intelligence?
 How new product development is beneficial for growth of Callsign?
 What are uses of Artificial Intelligence for development of innovative product? What is the relationship between Artificial intelligence and innovation in Callsign?
Concept of Artificial intelligence
According to Oksana Tunikova, (2018). Artificial intelligence is considered as the
machine or computer based system which have ability of learning and thinking. Concept of
Artificial Intelligence emphasize on developing the idea of machine which owns power of
thinking and learning like human beings. Further it is states that it is a knowledge base concept
which develops the machine that is capable of dealing with the external environment in
intelligent manner like human beings. This technology is used by most of the organisation in
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order to reduce efforts of manpower (Lee and Lee, 2015). Along with this, it is used as most
effective system which simplifies regular based work employees. For example: Many big stores
of UK use AI based system for sales prospective. In these stores all functions like billing,
selecting, packing is performed automatically by machinery. These stores are only consisting of
single employee which is available for resolving problem of customer.
Artificial Intelligence is different from machinery learning. As machine learning is an
application of AI which emphasize on developing computerised programs for accessing and
learning data automatically. Whereas, Artificial Intelligence is very broad concept as it is a
combination of various technologies like machine learning, neutral networks, language
processing etc. It is used in many sectors of United Kingdom as well as in other countries for
improving are lifestyle in better manner (Gershman, Bredikhin and Vishnevskiy, 2016). This
digital technology is not only helpful for business organisation but also contributes its
effectiveness in every individual’s lifestyle. Some regular based examples of artificial
intelligence are Google's NEST, online playing games such as Alien: Isolation, Self-driving
vehicles like cars manufactured by TESLA etc.
In relation to small business Artificial intelligence is beneficial for start-ups like Callsign.
These small firms use combination of their idea and technology for providing new products to its
customers with improved satisfaction level.
Benefits of new product development for the growth of Callsign
According to Margaret Rouse (2018), new product development is a sum up of different
steps that involves designing, developing, marketing and conceptualization of new products and
services. Main objective behind developing new product is to increase market share of company.
Along with this, it also improves satisfaction level of customers by providing them more number
of products and services. In context to Callsign, new product development is a helpful tool for
this enterprise as it will improve its profitability ratio. This firm is using Artificial intelligence in
its newly launched products. Services of Callsign are used by many business firm like Lloyds
and Deutsche bank for securing accounts of their employees as well as clients.
It is essential for small businesses to develop their existing products and services for
future growth (Davenport and Ronanki, 2018). There are several benefits of new product
development which contributes in long term success of Callsign. These benefits include increase
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in revenue, improves quality of products and services, enhances market shares, reduces costing
of products, increases sales and provides competitive advantages to enterprise etc.
New product development will improve revenue ratio of Callsign as customers feels more
attracted towards new innovative products. Along with this, new product is developed with lots
of planning regarding costing which reduces production cost and improves revenue ratio.
Innovative products satisfy more number of customer with its features and also provides them
opportunity to increase their expectation from companies with every new launch. This also
enhances market share of Callsign which contributes in strengthening business base with good
revenue. Another benefit of new product development is that it improves quality of products with
minimum defects. Requirement of new products is raised with some backdrops of existing
products and services. This guides enterprises to develop new products which have ability to
satisfy needs of customers (Zang and et. al., 2015). Therefore, this directly increases sales of
products at market place and contributes in growth of organisation.
Apart from this new product development also improves supports Callsign in defeating
its rivals. Continuous launching of effective products in market attract customers towards firms
and also persuades its loyal customers to use services. This affects the sales of competitors as
customers have lots of options and they prefer best one.
Uses of Artificial intelligence for developing innovative product
According to Christopher McFadden (2017), Artificial intelligence is used in approx.
every innovation for its effectiveness. It is used from automotive machines to household
appliances. Innovation is the part of our day to day lifestyle which contributes increasing number
of options of customer. In relation with developing new product it has been evaluated that uses
of artificial intelligence in new product improves quality as well as develops standard products.
For example: Apple's Siri is consisting of natural language processing system for understanding
voice command of user and response for the same. Uses of Artificial intelligence makes work of
employees smarter and effective without usage of much time
There is various application of Artificial intelligence which is used by the organisation to
improve their feature of innovative products. Callsign is already using AI in its cybersecurity
system. Along with this, the enterprise can also develop some of more innovative products in
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order to provide vast variety of products and services to its clients. This company can launch
new language support system which can transform user's language into familiar language of
other person. In this product Artificial intelligence can be used as the functioning of product can
be done automatically without instruction. It improves effectiveness of product better manner so
that this could provide benefit to its users (Norman, 2017). And also resolves language related
barrier of people which they face while travelling new places. Hence, use of Artificial
intelligence is better for developing innovative product at market place as it improves efficiency
of products with best outcomes.
Relationship between Artificial intelligence and innovation in Callsign
According to Msmash (2018), Artificial intelligence has larger impact over innovation
and its its methods which reshapes products and services. Both the concepts are interrelated with
each other as using artificial intelligence in normal machinery automatically develops the
innovative product which is different from existing one. In other words, artificial intelligence is
more about innovation in technology which simplifies human efforts. Along with this, it also
makes process of innovation smoother in Callsign and also contributes its presence in developing
new product. Employees of this firm are using Artificial intelligence on continuous basis for
making new product which have innovative features. This reflects their interdependence on each
other. In this enterprise employees cannot make innovative products without using artificial
intelligence. As it belongs to cybersecurity services which requires updated version of security
system for saving confidential details of client and its users.
Moreover, effective innovation in security services supports Callsign in providing
customers new range of services which simplifies human efforts in securing data. Artificial
intelligence is most essential form of digital technology which is used by maximum
cybersecurity enterprises (Hecklau and et. al., 2016). As it helps them in developing new systems
which secures information of customers properly. Development of new system is termed as
innovation in Callsign.
P2 Research methods and approaches to primary and secondary research
The term research methodology is a process by which researcher gather necessary data
and information that is required to arrive at valid conclusion. Most of the companies acquire
various methods to conduct a research thus take imperative decisions which will carry forward
business into right direction (Michalski, Carbonell and Mitchell, 2013). Along with this, research
8

methodology comprises with publications, interviews, online/ offline surveys and further
research techniques. Hence, to make an effective research there is required various approaches
which helps investigator to set up parameters of study and arrive to better outcomes in a certain
time period. Following is defined various approaches or methods of research which are stated as
under -
Qualitative research – It is a kind of social science research which works with non-
numerical data and tend to interpret meaning so as to understand social life by making study of
target audiences or population. Qualitative research allows researcher to analyse the meanings or
opinions of people attribute to their attitude, actions, behaviour or interactions with others.
Quantitative research - This research technique is acquired in order to qualify issues or
problems by using statistical or numerical data. As resulted, quantitative research aids to
transform information in mathematical form as it is easier to explain (Ginsberg, 2012). In
addition, it uses measurable data thus to formulate facts or figures and disclose various in form
of quantitative research. Quantitative research is conclusive in its nature as it tries to quantify the
issues and recognise how effectively prevalent it is by obtaining projectable results to a larger
population.
Primary methods – The research method comprises to collect new data or information
which hasn't been collected yet. Primary research gives lot of specific results and it also uses
adequate models to come up with effective conclusion in a certain time period. For obtaining
primary information researcher can use questionnaire, interviews, focus groups and observation
methods thus to obtaining relevant and effective information.
Secondary methods – It consists with that type of research which is already been
compiled, collected, interpret and published by others and but also used for another purpose of
study. Secondary data includes reports of government agencies, trade associations and other
published data of a specific industry. Researcher can gain lots of secondary information on web.
Data sampling – Collection of necessary information from large group of people is not possible
thus researcher can gather information within a subset of people (Navigli and Ponzetto, 2012).
Sampling is a process which is acquired for getting data or information among chosen number of
people. There are two methods of sampling, i.e. probabilistic and non-probabilistic in which for
present study there has been acquired probabilistic sampling method. The selected sample size is
50 respondents who are the local residents of UK.
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Ethical consideration - Different types of ethical issues occurred which are being faced
by researchers while doing any type of research. These problems can be related with costs and
time that may affect research activities and tasks. Thus, while getting information, it must be
based upon valid or real facts.
TASK 2
P3 Conduct primary and secondary research using appropriate methods
Research refers to collection of data and information of specific topic for enhancing
knowledge for the same. It is required by the researcher to gather relevant information so that
appropriate conclusion can be generated as a result. Research is done by using primary as well as
secondary method. In primary method, data is collected directly from the respondents through
surveys, questionnaire, observations, interview etc. Information collected by this research
method is true (Ramchurn and et. al., 2012). Whereas, in secondary research method information
is gathered from previously conducted research. In this investigators collects data from various
sources like magazines, newspaper, articles, books, journals etc. It is essential for researcher to
use appropriate method according to the requirement of research. Apart from this, investigator
also faces various problems during whole research. Major factors which affects the research are
cost and ethical issues.
Cost and time: Every researcher requires adequate amount of money for conducting
effective research. In relation with the small businesses it is necessary to provide relevant
amount of money to researcher in required time. In this research, investigator have faced many
problems due to insufficient amount (Copeland, 2015). Along with this, provided time for
research was not appropriate as there were 50 respondents.
Ethical issues: Ethical issue is a situation in which investigator is required to evaluate all
possible aspects and choose right one. While conducting research researcher collects personal
information of respondents which is confidential. In this state, it is essential for the researcher to
use these details for research purpose (Russell and Norvig, 2016). Investigator is also required to
not harm any individual as well as environment for purpose of collecting information. As if any
negative activity is conducted then research will not be considered valid. Hence by following
ethical norms of research, investigator can easily identify appropriate conclusion.
Questionnaire
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Q1) Do you know about digital technology and its benefits for Callsign?
a) Yes
b) No
Q2) Is Artificial intelligence a part of digital technology or not?
a) Yes
b) No
Q3) Do you think; you have used artificial intelligence system yet?
a) Yes
b) No
c) Difficult to say
Q4) How artificial intelligence is beneficial in improving customer services?
a) It takes quick decisions
b) Increase customers base
c) Influence consumers
Q5) What are the main factors which adopt by Callsign at the time of implementing
artificial intelligence?
a) Identification of problem to be solved
b) Acknowledge internal capability gaps
c) Prioritize Concrete value
Q6) What are the major benefits of new product development for Callsign?
a) Improves sales
b) Attract new customers
c) Increases product range
d) Maximise profit.
Q7) What are the main issues faced by Callsign while developing new products?
a) Inappropriate training
b) Take more time in access
c) High employee cost
d) Lack of knowledge about customers taste
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Q8) Is uses of Artificial Intelligence beneficial for developing innovative products?
a) Agree
b) Disagree
Q9) Is Artificial Intelligence important for improving customers experience?
a) Agree
b) Disagree
Q10) Recommendations for implementing Artificial Intelligence for developing new
products?
Q1. Do you know about digital technology
and its benefits for Callsign?
Frequency
a) Yes 25
b) No 5
Q2. Is Artificial intelligence a part of digital
technology or not?
Frequency
a) Yes 20
b) No 10
Q3) Do you think, you have used artificial
intelligence system yet?
Frequency
a) Yes 18
b) No 9
c) Difficult to say 3
Q4) How artificial intelligence is beneficial
in improving customer services?
Frequency
a) It takes quick decisions 15
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b) Increase customers base 10
c) Influence consumers 5
Q5)What are the main factors which adopt
by Callsign at the time of implementing
artificial intelligence?
Frequency
a) Identification of problem to be solved 10
b) Acknowledge internal capability gaps 15
c) Prioritize Concrete value 5
Q6) What are the major benefits of new
product development for Callsign?
Frequency
a) Improves sales 12
b) Attract new customers 8
c) Increases product range 10
Q7) What are the main issues faced by
Callsign while developing new products?
Frequency
a) Inappropriate training 7
b) Take more time in access 6
c) High employee cost 10
d) Lack of knowledge about customers taste 7
Q8) Is uses of Artificial Intelligence
beneficial for developing innovative
products?
Frequency
a) Agree 21
b) Disagree 9
Q9) Is Artificial Intelligence important for
improving customers experience?
Frequency
13

a) Agree 17
b) Disagree 13
Q10) Recommendations for implementing
Artificial Intelligence for developing new
products?
Frequency
P4 Apply appropriate analytical tools, analyse research finding and data
In the present research, investigator have used research primary method of data collection
for completing this research in effectively. Further, it is required by investigator to interpret
collected data so that valid outcome can be attained. With the reference to the research for
Callsign, its researcher have interpreted above collected primary data. All of the interpretation
are defined as below:
Theme 1: Digital technology and its benefits for an organisation.
Q1. Do you know about digital technology and its benefits for
Callsign?
Frequency
a) Yes 25
b) No 5
14

Interpretation: Now a day's digital technologies are playing a crucial role in improving
performance of a company they are making activities easier as compared to old times. therefore,
with the help of above graph mentioned it can be evaluated that 25 of the respondents out of 30
are agreeing with the fact that 'Yes', digital technology is providing maximum benefits whereas 5
of them are saying 'No' which means according to them digital technology is not playing any role
in providing any kind of benefits.
Theme 2: Artificial intelligence a part of digital technology
Q2. Is Artificial intelligence a part of digital technology or not? Frequency
a) Yes 20
b) No 10
15
a) Yes b) No
0
5
10
15
20
25
25
5
Column C

Interpretation: Artificial Intelligence is also known as machine intelligence in which emphasis
more on machine work. AI is the part of digital technology as this includes tools and
technologies that are helpful in attaining set goals and objectives in a speculated time frame.
With the help of above mentioned graph it can be evaluated that 20 out of 30 respondents feel
like 'Yes', artificial intelligence is a part of digital technology whereas 10 of them are saying 'No',
which means according to them artificial intelligence is totally a different concept from digital
technology.
Theme 3: Use of Artificial Intelligence system
Q3) Do you think; you have used artificial intelligence system
yet?
Frequency
a) Yes 15
b) No 10
c) Difficult to say 5
16
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
20
20
10
Column B

Interpretation: Artificial Intelligence system is a system which have ability to perform task like
human beings. This system is used in various sectors like banking, healthcare, manufacturing etc.
According to the above mentioned graph it has been concluded that out 30 respondents 15 have
used artificial intelligence system in their regular based lifestyle. 10 respondent said that they
have not yet used it. Whereas, 5 among them were not able to identify usage of artificial
intelligence so they said it’s difficult to say whether they have used it or not.
Theme 4: Benefit of artificial intelligence in improving customers’ services
Q4) How artificial intelligence is beneficial in improving
customer services?
Frequency
a) It takes quick decisions 15
b) Increase customers base 5
c) Influence consumers 10
17
15
10
5
a) Yes
b) No
c) Difficult to say

Interpretation: Artificial intelligence provides effective and quick services to customers which.
As per the above mentioned graph it can evaluated that 15 out 30 respondents said that systems
based on artificial intelligence takes quick decisions as comped to humans. 5 of them feel that it
enhances customers base. And remaining 10 respondents thinks that artificial intelligence
influences customers towards the organisations services.
Theme 5: Main factors which adopt by Callsign during implementing artificial intelligence
Q5)What are the main factors which adopt by Callsign at the
time of implementing artificial intelligence?
Frequency
a) Identification of problem to be solved 10
b) Acknowledge internal capability gaps 15
c) Prioritize Concrete value 5
18
a) It takes quick decisions
b) Increase customers base
c) Influence consumers
0
2
4
6
8
10
12
14
16
Column B

Interpretation: Artificial intelligence provided benefits to business in an effective manner. On
the basis of view point of 10 respondents that main factors that adopt through Callsign company
is to determine the all issues which need to be solved at market place. According to 15
respondents that acknowledge the internal capability gaps is necessary factor to be adopted by
company. 5 respondents are agreeing with the give priority to the concrete value.
Theme 6: Benefits of new product development
Q6) What are the major benefits of new product development
for Callsign?
Frequency
a) Improves sales 12
b) Attract new customers 8
c) Increases product range 10
19
10
15
5
a) Identification of problem to
be solved
b) Acknowledge internal
capability gaps
c) Proritize Concrete value

Interpretation: New product development is beneficial for Callsign as it increases product range
of the company. It also provides better products to customers which improves their satisfaction
level. With the help of above mentioned graph it has been concluded that 12 respondents think
that new product development will improves sales of Callsign. On the other hand, 8 of them feels
that it will attract new customer towards the company's products and services. Whereas, 10
respondents’ responses said that they developing new product only increases product range of
Callsign.
Theme 7: Major issues in while developing new products
Q7) What are the main issues faced by Callsign while developing
new products?
Frequency
a) Inappropriate training 7
b) Take more time in access 6
c) High employee cost 10
d) Lack of knowledge about customers taste 7
20
a) Improves sales
b) Attract new customers
c) Increases product range
0
2
4
6
8
10
12
Column B

Interpretation: While developing new products Callsign faces various issues which affects it
processing. As a result, it delays launch of new product in given period of time. According to the
graph it has been analysed that majority of respondent that is 10 feels that new product
development requires lots of employees to implement strategies which increases employee cost
of Callsign. Apart from this, 7 of them thinks that employees do not have appropriate training. 6
said the new product development consumes huge range of time. Whereas, 7 feels that
organisation is not having valid knowledge of customers taste which becomes major issue.
Theme 8: benefits of developing artificial intelligence in developing innovative products.
Q8) Is uses of Artificial Intelligence beneficial for developing
innovative products?
Frequency
a) Agree 21
b) Disagree 9
21
0
2
4
6
8
10 7 6
10
7
Column B
0
2
4
6
8
10 7 6
10
7
Column B

Interpretation: Usage of artificial intelligence is beneficial in developing innovative product.
As it produces new product with new features which attracts new customers towards
organisation. As per the above mentioned graph it can be identified that 21 out of 30 respondents
feels that using artificial intelligence is beneficial for developing new product. As it adds on new
features to the product and services. Whereas, 9 among them were not agree with the statement
as they think artificial intelligence doesn't have any benefit in developing innovative product.
Theme 9: Importance of artificial intelligence in improving customer experience
Q9) Is Artificial Intelligence important for improving customers
experience?
Frequency
a) Agree 17
b) Disagree 13
22
21
9
a) Agree
b) Disagree

Interpretation: Artificial intelligence is important in improving customer experience. As it
provides new products to customer with innovative features. This provides them impressive
experience while using product. From the given graph it has been evaluated that 17 respondents
think that artificial intelligence is required for improving customers experience for long term.
Whereas, remaining 13 respondents expressed that they customers were also satisfied even when
artificial intelligence was not launched. So if the company provides proper services to the
customers then also they can improve their experiences.
TASK 3
P5 Communicate research outcomes in an appropriate manner for the intended audience
Artificial intelligence is a computerised machine which have ability to perform activities
like humans. It is essential to understand its concept for implementing it in the business. This
concept is used by maximum organisation for improving their work efficiency to persuade more
number of customers. In relation with Callsign, this organisation is using artificial intelligence in
its cybersecurity systems which provides better security services to its clients. For example: Its
AI system observes regular based activities of users like smiling at camera, typing pattern while
entering password etc. Further it records all the activities and compares it every time whenever it
is used by user. If in any case, it does not match with the recorded criteria account of user will be
locked directly. This security system of Callsign provides high level of security to its clients
which persuades them to use its services regularly.
23
a) Agree b) Disagree
0
2
4
6
8
10
12
14
16
18 17
13
Column B

Artificial intelligence is beneficial for every level business organisation as it performs
many business activities in proper manner. For example: Various large organisation of UK is
using AI based robots in its production department. These robots are eligible for operating
machines and also works as manpower with minimum rejection. Along with this, they also
perform task quickly as compared to other employee. As a result, it improves production level of
company which directly increases profitability of organisation.
Main purpose of artificial intelligence is to provide maximum benefits to the
organisation. Along with this, presence of AI also improves effectiveness of machinery with its
intelligence. In relation to the users, artificial intelligence systems are capable of performing
work more appropriately then human being. As it provides quick return services to the
customers. According to the above mentioned example big stores of UK which uses AI systems
rather than employees. These systems provide quick packing and billing services to customers
which saves their time. It also attracts many customers to the store as they are excited to use new
technology in their shopping experience. Apart from this, artificial intelligence is also used in
developing innovative products. As it provides new products to customers with innovative
feature which attracts them to stay use services of organisation for long term.
From the above given discussion it has been analysed that there is a deep relationship
between artificial and intelligence and innovation in Callsign. As this company provides
cybersecurity services to its clients by using artificial intelligence. This company also uses
innovative ideas for improving existing services for meeting customers’ requirements. It has
been evaluated that if this organisation needs to grow it business in less time than they have to
use innovative idea as well as artificial intelligence together. Artificial intelligence is beneficial
for Callsign as it implements innovative features in new product in effective manner. As a result,
this produces effective product for customers which beneficial for organisation as well as
customers.
TASK 4
P6 Reflection on the effectiveness of research methods and techniques
Research refers to the systematic study of specific topic by collecting information in
order to find out conclusion. In this research I have used both primary as well as secondary
research method for identifying outcome. As primary method is used for gathering information
24

from the 50 respondents in the form of Questionnaire. This method was helpful in research as it
directly collects information from respondent and also provides accurate information. Further I
have also used secondary research method by gathering information from various articles,
magazines and journals. This method helped me out in writing my literature view according to
the point of view different authors. Both the methods have helped equally in completing my
research appropriate conclusion.
P7 Determine alternative research methodologies for the project
There are several research methodologies which are used by researcher while collecting
information for research. In this research, investigator have used questionnaire for completing
the research in the given period of time. Apart from this, researcher could opt other primary
research methods like survey and interviews as alternative method. Even though these methods
are time consuming but information gathered by them is relevant. As in questionnaire
respondents have to answer from the given options where as in survey and interviews they can
express their actual knowledge about artificial intelligence. So if researcher have used these
methods in his research then they could easily find out relevant outcome.
CONCLUSION
As per the above specified research report, it has been analysed that digital technology
plays an essential role in modern business world. It can be said that usage of advance technology
simplifies work of employees as improves profitability of the company. It has been identified
that both the primary as well as secondary method of data collection are helpful for researcher in
finding out valid outcome. Along with this, qualitative method is being adopted by investigator
so that they could achieving research outcome on the basis of human perception.
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REFERENCES
Books & Journals
Bond, A. H. and Gasser, L. eds., 2014. Readings in distributed artificial intelligence. Morgan
Kaufmann.
Brodie, M. L., Mylopoulos, J. and Schmidt, J. W. Eds., 2012. On conceptual modelling:
Perspectives from artificial intelligence, databases, and programming languages.
Springer Science & Business Media.
Cohen, P. R. and Feigenbaum, E. A. Eds., 2014. The handbook of artificial intelligence (Vol. 3).
Butterworth-Heinemann.
Gero, J. S. ed., 2014. Artificial intelligence in design'91. Butterworth-Heinemann.
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28

Research Proposal Form
Student Name: ______________________ Student ID:
______________________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question,
objective or hypothesis)
“To determine the importance of Artificial Intelligence on developing innovative
products for firms”. A case study on Callsign.
Research objectives (e.g what is the question you want to answer? What
do you want to learn how to do? What do you want to find out?):
▪ To evaluate the concept of Artificial intelligence.
▪ To identify benefits of new product development for the growth of
Callsign
▪ To determine uses of Artificial intelligence for developing
innovative product.
▪ To analyse relationship between Artificial
intelligence and innovation in Callsign.
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you are
studying, personal interest, future plans, knowledge/skills you want to
29

improve, why the topic is important):
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or hypothesis:
According to Oksana Tunikova, (2018). Artificial intelligence is considered as the machine or computer
based system which have ability of learning and thinking. Concept of Artificial Intelligence emphasize
on developing the idea of machine which owns power of thinking and learning like human beings.
Further it is states that it is a knowledge base concept which develops the machine that is capable of
dealing with the external environment in intelligent manner like human beings. This technology is used
by most of the organisation in order to reduce efforts of manpower. Along with this, it is used as most
effective system which simplifies regular based work employees. For example: Many big stores of UK
use AI based system for sales prospective. In these stores all functions like billing, selecting, packing is
performed automatically by machinery. These stores are only consisting of single employee which is
available for resolving problem of customer.
According to Margaret Rouse (2018), new product development is a sum up of different steps that
involves designing, developing, marketing and conceptualization of new products and services. Main
objective behind developing new product is to increase market share of company. Along with this, it
also improves satisfaction level of customers by providing them more number of products and services.
In context to Callsign, new product development is a helpful tool for this enterprise as it will improve
its profitability ratio. This firm is using Artificial intelligence in its newly launched products. Services
of Callsign are used by many business firm like Lloyds and Deutsche bank for securing accounts of
their employees as well as clients.
Section Four: Activities and timescales
Activities to be carried out during the research project
(e.g research, development and analysis of ideas,
writing, data collection, numerical analysis, tutor
meetings, production of final outcome, evaluation,
writing the report):
Research development
Data Collection
Evaluation of data
How long this
will take:
5 to 7 days
10 to 15 days
5 to 10 days
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Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use
and why?
The term research methodology is a process by which researcher gather necessary data and information
that is required to arrive at valid conclusion. Most of the companies acquire various methods to conduct
a research thus take imperative decisions which will carry forward business into right direction
(Michalski, Carbonell and Mitchell, 2013). Along with this, research methodology comprises with
publications, interviews, online/ offline surveys and further research techniques. Hence, to make an
effective research there is required various approaches which helps investigator to set up parameters of
study and arrive to better outcomes in a certain time period.
What your areas of research will cover:
Following is defined various approaches or methods of research which are stated as under -
Qualitative research – It is a kind of social science research which works with non-numerical
data and tend to interpret meaning so as to understand social life by making study of target audiences or
population. Qualitative research allows researcher to analyse the meanings or opinions of people
attribute to their attitude, actions, behaviour or interactions with others.
Quantitative research - This research technique is acquired in order to qualify issues or
problems by using statistical or numerical data. As resulted, quantitative research aids to transform
information in mathematical form as it is easier to explain (Ginsberg, 2012). In addition, it uses
measurable data thus to formulate facts or figures and disclose various in form of quantitative research.
Quantitative research is conclusive in its nature as it tries to quantify the issues and recognise how
effectively prevalent it is by obtaining projectable results to a larger population.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted
31

for another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good
time before your research project is due to commence.
Section 1: Basic details:
Project title:
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
32

Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
Describe the processes you will use to inform participants about what you are
doing:
Procedure of providing information to participants are mentioned below:
 Contact them
 Approach
 By sending messages and mails
 Meeting
 Questionnaire
How will you obtain consent from participants? Will this be written? How will it
be made clear to participants that they may withdraw consent to participate at
any time?
Studies involving questionnaires: will participants be given the option of omitting
questions that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical issues
arising from this
Studies involving observation: Confirm whether participants will be asked for
their informed consent to be observed.
Yes No
33

Will you debrief participants at the end of their participation (i.e give them a
brief explanation of the study)?
Yes No
Will participants be given information about the findings of your study?(This
could be a brief summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with
the Data Protection Act (1998)
Yes No
Who will have access to the data and personal information?
During the research:
Where will the data be stored?
In my laptop
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
In my laptop
How long will the data and records be kept for and in what format?
For time duration of 4 to 5 months
Will data be kept for use by other researchers?
Yes No
Section 5: Ethical Issues
Are there any particular features of your proposed work, which may raise ethical
concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may
arise because of your research. Please consider/address all issues that may
apply. Ethical concerns may include, but are not limited to the following:
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
34