The Impact of Digital Technology on Business Activity : Doc

Research Proposal
& Project

EXECUTIVE SUMMARY
In the research, digital technology implementation has been considered that assists to
focus and maintain more significant advantages at workplace. Social media activities help to
gather more effective and relevant information in research that carry successful program for
research. On the basis of data analysis and findings, it can be stated that researcher will get
successful program. In the present research report, there are two parts has been undertaken. In
the first part proposal has been made in which research methodology and relevant general
information towards research collected. It assists to focus and go through on relevant work
performance. Furthermore, in another section data analysis and findings has been consisted
which show reviews of different respondents. On the basis of their views, researcher interpreted
their results in whole program.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
LO 1.................................................................................................................................................1
P1 Research proposal.............................................................................................................1
P2 Appropriate research methods and conduct primary and secondary data.........................4
LO 2.................................................................................................................................................7
P3 Conduct primary and secondary research with using appropriate methods......................7
P4 Apply analytical tools to consider research findings........................................................8
LO 3...............................................................................................................................................13
P5 Communicate research outcomes in appropriate manner for audience...........................13
LO 4...............................................................................................................................................23
P6 Reflect effectiveness.......................................................................................................23
P7 Alternative research methodology..................................................................................24
REFERENCES..............................................................................................................................26
APPENDIX....................................................................................................................................28

LO 1
P1 Research proposal
Title:
The impact of digital technology on business activity: A case study on Qbic Hotel.
Background:
This is very challenging yet emerging trend that all the business within society or
economy are using digital technology within their operation. In today’s world it is important that
business is using and implementing all sort of technologies which they are been able to and thus
helping them in improving their business activities as well. Digital technology is that feature of
business operation that is enabling them to carry on their operations in easy and simple way out
and thus revolutionising their business. There are very dramatic or fast changes that are taking
place into this digitalisation as before they were doing business in traditional way and now they
are using business models for performing the same task (Charlesworth, 2018). With the help of
this they are getting what they are projecting in sense of sales and profits target in more
innovative way out. They are now being able to launch new service and products in market
which is making them gain higher share in market. In this current research proposal how digital
technology is impacting business and its activities and what are the possible challenges would be
analysed and studied taking example of Qbic Hotel in UK.
Aim:
To analysis impact of digital technology on marketing functions of hospitality sector - A
case study on Qbic Hotel.
Objective:
 To understand meaning of digital technology in context of hospitality sector.
 To ascertain marketing functions that are play in Qbic hotel.
 To explore the challenges that face by Qbic hotel to implement digital technology in
business.
 To recommend ways in which business could be transformed by using technology.
Rational:
Under this unit researcher is analysing the impact of digital technology and how
companies are conducting business taking the example of Qbic hotel which is small business

enterprise working in UK. Thus it would be providing opportunity to contextualise all sort of
impact of technology on business and its operation especially in workplace. It would also be
helping in shaping the workforce for future context with exploring in this research the challenges
and opportunities in rapidly adopting technologies into their business. This topic is important to
research upon due to its increasing trend in market, its use and thus gaining out higher profits for
company. This is impacting almost all types of activities into firm like that of management,
communicating, production, distribution and sales etc. Technology is helping company in
shaping and analysing all such effects which business could have into major operations and in
bringing out new transformed products and services into market.

Literature review
According to Tobiassen and Pettersen (2018) it is noted digital technology is that which
is using all digital form of working and not the analogue one. All the information which is
important for organisation is been stored and distributed in digital form only and thus ensuring
its safety and security as well. This is impacting the way in which people are working and
achieving their targets in all sort like that of marketing or selling their products and services in
market. There are number of transformation that are taking place in day to day bases and thus
affecting way in which management is handling people and their raw materials as well. This is
helping organisation in critically analysing what is the target, what are methods in which they
would achieve them and at the end whether they have achieved that or not.
Simonsohn, Nelson and Simmons, (2017) promoted that companies should be using
digital form of technology in order to get the most benefits out of what they are putting or
implementing into company. Thus the impact of use of digital technology would be analysed by
the part of achieved targets and satisfied workers in company. Organisations should be helping
employees in understanding meaning and importance of digital technology into their day to day
working in sense which is impacting them and their target or goals achievement. All features of
technology like that of easy to understand, to adopt, fast use, growth of company and increasing
the profits and market share of company would be analysed. Quinton, Canhoto and Budhathoki,
(2017) also included that corporation which are using technology and innovation into their
working and functions are getting higher amount of profits as compared to those who are not
using. So it becomes important for them to understand and grab the impact of use of digital
technology.
This would be used in almost all departments of company and impacting in its own
particular and specified way out. Like if company is using it in production section then they are
being able to use artificial intelligence which is Big data analysis this would thus be helping into
growth of product and driving innovation. Whereas if they are using it in management part of
organisation this is helping them in using cloud technology thus allowing them to share, gather,
store and communicate of information related to employees and other. Panopoulos, Theodoridis
and Poulis, (2018) also stated that use of technology in communication or marketing department
is most significant which is enabling company to connect with social media and also with mobile
technology. In this way company on regular bases would be connected and communicated with

parties who are interested into business like that of employees, suppliers, government, and
investors and other parties as well. In this way company would be saving, sharing and storing
their important and relevant information which is of utmost importance for company.
Though, Palos-Sanchez, Saura and Debasa, (2018) noted that in way which company is
using and analysing the impact of digital technology within their working is not without
challenges as they are also associated with. They face difficulties in adopting and dealing out
with the changes which are taking place on regular and frequent bases as well. It is depended on
company that whether they are using technology with or without its challenges and difficulties
and if they are using it how could problems be resolved. The major issue in this technology
would be defined to as investment into it as innovation would be requiring huge amount of
money which they need to arrange and invest into. The competition into market is very tough in
today’s world that is engaging or involving companies to take up challenges in true sense of
adopting technological changes and advancements as well.
Neirotti, Raguseo and Paolucci, (2018) suggested that the best way to solve problem of
agreeing on technology by company would be educating its impact and importance to
employees. as they are one who would be practically using and working with this technology
into company so it is necessary that they are having knowledge of mobile, cloud innovation,
artificial intelligence, Big Data analyses, Internet of Things and social media marketing. All the
above stated factors that company must be using and implementing into their working are one
which is most helpful for company. It would be helping and enabling business to grow and
develop into market in more frequent manner and raising above their competitors in market.
Thus it could also be supported by Müller, Pommeranz and Voigt, (2018) that if company is
engaging with their stakeholders through use and injection of digital technology then it would be
helping them to get in close touch with all their stakeholders.
Business would be able to communicate with all their sponsors like that of government,
suppliers, customers, vendors, partners, shareholders, investors and bankers. All of them are
special for company and its support in raising up in market which is not allowing others in
market to overcome their share of profits. It was furthermore explained by author that if
company is not applying digital technology and still implementing the traditional one then they
are getting themselves into trouble. This would not be allowing them to gain higher shares in
market, their customers would be losing interest in firm’s products and service due to its lack of

modern touch and investors would not like to invest in company any more Liu and Levin, (2018)
concluded.
P2 Appropriate research methods and conduct primary and secondary data
Research design:
Research Design will increase the quality of the case study and researcher will analyze
the whole data that are already stored in the system that would to be consider as a source material
and then identifying the actual need of that project (Ledford and Gast, 2018). In this above
research that is following the impact of digital technology researcher would be using descriptive
design so that it is easy for them to describe the features, importance and impact of digital
technology.
Research philosophy:
Research Philosophy is a method that could be analysing the data and could be
manipulating. Philosophy will be main body of any research that could be cover all the details
and information. Researcher will follow the methodology that would be implementing in the
research study. Some important key elements will be used in these whole scenario like realism,
pragmatism etc. the main objective of researcher adequately and efficiently was able to increase
the efficiency
Research approach:
Research approach are the process for which it will validate the case study and there
Are many types of approach used in the case study as deductive approach, deductive approach
and inductive approach? Deductive approach used for to test the validity of theories on other
hand, inductive approach used for generalize the concept of new approaches that would be
implementing in the case study (Hutchinson, Donnell and Reid, 2015). Deductive approach used
for provided the explanation of new theories and provide the full process. The main aim of
research to explore the collection of data that would be implementing and analysing the case
study.
Research Strategy
Research Strategy will be very helpful for planning any project that is the step by step
process to collection of data analysis the whole process (Fletcher, 2017). Researcher would be
collecting a data into two different ways to analysing the information that are qualitative method
and quantitative method. Qualitative methods will use for collecting a data and reviewing the