Marketing Research Report: MKMR303 - Digital Marketing Impact

This report presents a marketing research study investigating the impact of digital marketing on customer behavior, specifically within the context of the Commonwealth Bank. The research methodology employed a mixed-methods approach, utilizing both primary and secondary data collection techniques. Primary data was gathered through a questionnaire survey administered to a sample of 15 customers, while secondary data involved a review of existing literature. The report details the justification for the chosen research methods, emphasizing the questionnaire's effectiveness in gathering direct customer insights. It also outlines the sampling process, the design of the questionnaire, and the proposed data analysis techniques using MS-Excel. Furthermore, the report discusses the feasibility of the research, considering factors such as cost-benefit analysis and the relevance of the study. The conclusion summarizes the key findings and highlights the importance of the research methodology in achieving the study's objectives. References to relevant academic sources are also included.

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Marketing Research

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Contents
Introduction......................................................................................................................................3
Justification of appropriate research method...................................................................................4
Sampling..........................................................................................................................................5
Questionnaire Design.......................................................................................................................6
Proposed Data Analysis...................................................................................................................8
Feasibility........................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
This report based on the research methods used in the required research project. This research
based on the impact of digital marketing on customer behavior in the case of the commonwealth
bank. The research methodology is one of the important parts of the research, which defines the
data collection methods, questionnaire process, sampling frame and the detailed process of data
analysis (Tracy, 2019). The data collection shows the process of collecting data from different
data collection methods. The sampling frame is also designed in this report, which describes the
number of respondents used in collecting data. The report consists of the various methods of the
research methodology. The research methodology is a process to implement artificial procedures
and techniques to identify the research process.

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Justification of appropriate research method
This research process includes the mixed methodology of the research that used primary as well
as a secondary method to collect the data. This method gives in-depth information related to the
particular research process. The collecting data defines the proper impact of digital marketing on
consumer behavior in the business process of the commonwealth bank. The survey through the
questionnaire is used in this research to collect the data, which is one of the main primary
method of data collection (Bergold and Thomas, 2012). The secondary method of the data
collection is also used which include several reviews of the different authors related to the
research topic. The questionnaire method is much better as compared to other methods as this
gives the clear results of the data selected by the respondents and this can help in analyzing the
impact of the digital marketing on the behavior of the customers (Crowther and Lancaster, 2012).
The customers are included in this process to collect the data as they have much more
information regarding the impact of digital marketing. These research methods give relevant
information related to the research project and provide better outcomes for the research.
Therefore, it is determined that these research methods are much better in the research project.

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Sampling
The sampling is one of the important method used in the process of the research methodology. In
the process of sampling, the respondents are selected in the process of sampling (Noble and
Smith, 2015). In this research project, the sampling is selected from the consumers as they more
knowledge regarding the impact of digital marketing on the behavior of consumers (Dworkin,
2012). The data is collected by the questionnaire, which is used to take the responses from the
customers. The proper sample in this research project is 15 as the 15 customers are randomly
selected from the organization itself. These 15 customers fill the questionnaire survey and give
their thoughts regarding the research topic. The sampling process has usually selected the sample
to take the responses from the particular sample (Palinkas, et al., 2015). The research method
includes the sampling process that helps in analyzing the overall respondents who give responses
to the questions. The process of non-probability sampling is used in this particular research,
which includes the random sampling method in this process.

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Questionnaire Design
The process of the questionnaire is an instrument used in the research, which includes a series of
questions used for the collecting of information from the respondents. The questionnaire design
is described below-
Questionnaire
Q1. Is digital marketing is important in the banking process?
 Strongly Agree
 Strongly Disagree
 Agree
 Disagree
Q2. Is the Common Wealth Banking process improves by the use of digital marketing?
 Yes
 No
 Don’t know
Q3. Are the customers attracted towards the banking services by using the concept of digital
marketing?
 Agree
 Strongly Agree
 Disagree
 Strongly Disagree
Q4. Is the digital marketing concept provide benefits to the employees?
 Yes
 No

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 Don’t know
Q5. Is digital marketing provides a good impact on the behavior of consumers?
 Agree
 Strongly Agree
 Disagree
 Strongly Disagree
Q6. Is the organization improve its productivity with digital marketing?
 Agree
 Disagree
 Strongly Agree
 Strongly Disagree
Q7. Is the digital marketing concept reduce the workload of the employees?
 Yes
 No
 Don’t Know
Q8. Which marketing concept improves the benefits for the organization?
 Print advertisement
 E-marketing
 Digital marketing
Q9. Which assets of the organization affect more by the use of digital marketing?
 Employees
 Customers
 Stakeholders
Q10. Is the use of digital marketing attract more consumers towards the services of the
organization?
 Agree
 Disagree
 Strongly Agree
 Strongly Disagree

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Proposed Data Analysis
After the process of collecting data, the data analysis is also one of the important methods that
increase the perfection in the research project. This process included the process of data
collection (Sutton and Austin, 2015). The data collected as per the impact of digital marketing on
the consumer behavior of the commonwealth bank. The statistical process of data is made in this
particular process of the research. The MS- Excel software is used to analyze the collected data
and this gives the better outcomes of the research and makes a successful research project. The
data analysis is based on the graphs charts and tables as the analysis are done with the help of
this process only. The data analysis continues after the process of collecting data and this
increases the quality of the research. All the information required for the particular research is
included in this process of the research (Gentles, et al., 2015). There is a different method to
analyse the data properly. The information of this project is analyzed with the help off the
content analysis. The analysis is based on the real and actual results, which gives accurate
information related to the research project. The graphs are mostly used in this process to analyze
data in a proper process. This data analysis is based on the impact of digital marketing on
consumer behavior.

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Feasibility
The feasibility is an important part of the research, as the research needs to be feasible to carry
out the project in a proper manner. The main objectives of the feasibility are to give the
characteristics of the sample, help in the data collection procedures and the process to measure
the outcomes (O’Cathain, et al., 2015). The feasible research is the process to determine that the
research is feasible technically, feasible with the particular estimated cost and it used to improve
the profits of the concept. The feasibility study is very beneficial in the research as it gives the
accurate and better outcomes of the research and increases the relevancy and reliability in the
research. This is also called cost-benefit analysis. The feasibility connected with the proper
benefit of the analysis in the research project. The feasibility study plays an important role in the
research project as it maintains the cost of the research. This study is more effective in the
overall system. The feasibility study in the research gives various advantages like it provide ease
in analyse the enquiry, the access of information becomes easy, provide proper statistical data
and increase the efficiency in the research project. There are several advantages provided by the
feasibility in the research, which is related to the complaints as decreasing complaints,
decreasing waiting time, increases the productivity in the research project, and increases the
customer service and managing the information awareness (Nakagawa and Parker, 2015). This
study is very beneficial in the research project as it provides several functionalities in the
research project. The investment concern is also indulged in the overall process of the research.
The research can easily provide better results of the research.

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Conclusion
This report has been concluded regarding the research methodological aspects used in the
research process. The various aspects of research methods are used in the process. The main
aspect of the research method is the process of collecting data on which the whole research
project is based. The data collection methods are described in this report, which shows that
primary and secondary both methods are used for collecting data in this research. The research
methodology is very essential in the overall research project as it uses the various important
aspects of the research. The research faces many difficulties in the project so to reduce the
difficulties in the process; the feasibility study of the research is used. The concept of feasibility
is included in this research project. Along with the data collection process, the data analysis is
also important in the research and this process is explained in the above report. The design of the
questionnaire is also included in the research. The questionnaire includes several questions based
on the impact of digital marketing on consumer behavior in the commonwealth bank. The
questionnaire is used in the survey and provided to the customers to collect the relevant data of
the research.

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References
Bergold, J. and Thomas, S., 2012. Participatory research methods: A methodological approach in
motion. Historical Social Research/Historische Sozialforschung, pp.191-222.
Crowther, D. and Lancaster, G., 2012. Research methods. Routledge.
Dworkin, S.L., 2012. Sample size policy for qualitative studies using in-depth interviews.
Gentles, S.J., Charles, C., Ploeg, J. and McKibbon, K., 2015. Sampling in qualitative research:
Insights from an overview of the methods literature. The Qualitative Report, 20(11), pp.1772-
1789.
Nakagawa, S. and Parker, T.H., 2015. Replicating research in ecology and evolution: feasibility,
incentives, and the cost-benefit conundrum. BMC biology, 13(1), p.88.
Noble, H. and Smith, J., 2015. Issues of validity and reliability in qualitative research. Evidence-
based nursing, 18(2), pp.34-35.
O'Cathain, A., Hoddinott, P., Lewin, S., Thomas, K.J., Young, B., Adamson, J., Jansen, Y.J.,
Mills, N., Moore, G. and Donovan, J.L., 2015. Maximising the impact of qualitative research on
feasibility studies for randomised controlled trials: guidance for researchers. Pilot and feasibility
studies, 1(1), p.32.
Palinkas, L.A., Horwitz, S.M., Green, C.A., Wisdom, J.P., Duan, N. and Hoagwood, K., 2015.
Purposeful sampling for qualitative data collection and analysis in mixed method implementation
research. Administration and policy in mental health and mental health services research, 42(5),
pp.533-544.
Sutton, J. and Austin, Z., 2015. Qualitative research: Data collection, analysis, and
management. The Canadian journal of hospital pharmacy, 68(3), p.226.
Tracy, S.J., 2019. Qualitative research methods: Collecting evidence, crafting analysis,
communicating impact. John Wiley & Sons.