Research Projects on Primary and Secondary Research

RESEARCH PROJECT

Table of Contents
LO 1.................................................................................................................................................3
P1 Research proposal which define aims and objectives.......................................................3
P2 Approach in research methods and conduct primary and secondary research ...............11
LO 2...............................................................................................................................................11
P3 Primary and secondary research with using appropriate tools and techniques with access,
cost, ethical consideration....................................................................................................11
P4 Implication of analytical tools for research findings and data........................................12
LO 3...............................................................................................................................................16
P5 Communicating and demonstrate appropriate research project......................................16
LO 4...............................................................................................................................................21
P6 Reflection of effectiveness..............................................................................................21
P7 Alternative research methodology..................................................................................21
REFERENCES .............................................................................................................................22

Title: "To analyse the stages that adopted by organisations to implement digital
transformation"
LO 1
P1 Research proposal which define aims and objectives
Background
To analyse the stages of implementing digital transformation into retail industries first it
is necessary to define digital transformation. It is the process of converting the activities and
operations of the business by adopting digitization which helps to accelerate the sales volume
and growth of the company. As per the case study of Morrison, it is the fourth largest chain into
retail sector industries. The vision of a chosen business is to make something different and better
than ever. This aim will be gain by implementing the digital transformation into their business
and marketing activities. There are various factors which are influencing the marketing in
Morrison's as economical, political, environmental, technical and social in which technological
factor affects the business in strong manner (Singh and Hess, 2017). The modern retail sectors
must transform its business to adapt the technological advancement and process required in
today's digital environment. In 2012, Morrison's launched its first website using digital
technology which is known as "Morrisons cellar". It is offering there products and services
online. Currently, chosen organisation also deal with Amazon to furnish their goods. Morrisons
is maintaining a good relationship with their consumers by providing the best customer services.
Key drivers of digital transformation in retail sectors are the germinating expectations from the
channel of digitalisation and the requirement to physical experience. To discover the four core
competencies of customer experience as purposeful leadership, brand values, employee
engagement and customer connectedness, utilisation of digital technology is required (Hansen
and Sia, 2015).
Rational
To implement the digital transformation into marketing activities is essential as
technology had a wide and strong impact on all marketplaces. In which online retailing has one
of the most increasingly modification. Many other retail industries are using websites to attract
more customers towards their business and to increase the sales volume. In addition to this, new
generations are shopping through online rather than go to outlet (Kranz, 2016). So it is necessary

to implement the digital transformation in their business to compete the rival level. As
Morrison's is also using their website to grow their business. Furthermore, in today's market,
customers are focus point for the industries. Companies who assist the consumers in increasing
their knowledge and provide education about the products and services are gaining more benefits
rather than other firms. There are many other additional advantages of implementing the digital
transformation into business as it improves the efficiency level, decision making process,
customer satisfaction, profitability, decreased cost, increase innovations and improved silos. But
company also require focusing on developing its online stores. It is important to implement the
digitalization in business activities as it helps to increase the business efficiency, automation of
operations, business security and employee monitoring (Chanias and Hess, 2016). There are
various stages to implement the digital transformation in business. With the using of digital
technology as cloud and mobile, companies are facing threats from modern information
technological solutions. It is required to shift a company from old age management practice too
dynamic set-ups. It also includes the changes and alterations in environment and culture of the
company. It typically considers aspects of customers, competition, data, innovation and value of
the enterprises. If a company need to gain success then it is needful to implement the digital
transformation. For this, business has to follow different steps as establish new process of
business, find out the key technologies, create a talent pool and explain a roadmap. It includes
present, formalized, strategic, converged, adaptive and business as usual. The digital maturity
requires engagement of governance, people, leadership, operations, customer experience, digital
literacy, data analytics and technology integration (Demirkan, Spohrer and Welser, 2016).
Reasons for research
It is an essential process to implement the digital transformation in retail sectors as it is
beneficial in different ways. If company is not conducting any research about the digital
transformation then it will fail. There are various reasons of failing the digitization as lack of
consensus, focus, resistance to modification, lack of pace, talent deficit, integration woes and
lack of continuity. Morrison's was facing all these complexities in their business that is why it is
conducting the research on analysis of stages to implement the digital transformation in their
business activities (Tamm and et.al., 2015). As there are many benefits of digital transformation
in business but in the other hand, there are drawbacks of transformation as well. Digital
technology has changed not only business activities as well it has changes our lives as well. It

impacts on our lives in three different criteria as information overload, constant distraction and
anxiety of social media (Henriette, Feki and Boughzala, 2015).
Aims and objectives
Aims : "To analyse the stages to implement digital transformation in retail sector industry"
- Case study on Morrison.
Objectives:
 To define digital transformation?
 To assess the importance of transformation? To implement the digital transformation into retail sectors?
Research question:
 Explain the digital transformation?
 What is the benefits of digital transformation in retail sectors?
 How to implement the digital transformation in Morrison?
Timeline and activities
Activity 1st
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Determining
topic of
research
Analysing
literature
review
Drafting
methodologies
Determied
research
Proposal

Designing
question and
conducting
research
Arranging
records and
information
Interpretation
and analysis of
collected data
Conclusion
and discussion
Final report
and
submission.
Literature review
Concept of digital transformation
As per the view of Demirkan, Spohrer and Welser (2016), Digital transformation is the
process of converting the activities and operations of the business by adopting digitization which
helps to accelerate the sales volume and growth of the company. Strategy of digital
transformation consider two different aspects as growth driver and operational improvement. It is
required for customer influence, employee influence and constant pace of creativity and
innovations. Concept of Digital marketing in business is very useful. Digital marketing is not
only used in techno sector but is also helpful for businesses for opportunities and benefits. It
improves business profit, company process, engage talented employees in the company. It helps
to connect with customers where ever they are. New digital technologies like mobiles,
computers, etc. attract customers directly that matters in revenue.
Henriette, Feki and Boughzala (2015) stated that Businesses work more effectively when
they use these technologies correctly. Software application improves data and make it more