Business Research: Impact of Digital Tech on Marketing Activities

This business research project investigates the impact of digital technology on the marketing activities of John Lewis. The research includes a literature review exploring the evolving landscape of technology's influence on business operations, particularly within the marketing department. The project outlines the research objectives, focusing on understanding digital technology's role, identifying specific technologies used by John Lewis, analyzing their benefits, and recommending improvements. The methodology involves a questionnaire distributed to employees, with findings presented through thematic analysis. The research reveals positive perceptions of digital marketing's impact on customer relationships, performance improvement, and overall business effectiveness. The project concludes with an analysis of the benefits of digital technology to the company and the effectiveness of current digital marketing strategies used by John Lewis. The research highlights the importance of digital marketing in developing strong customer relationships and enhancing business performance.

Business Research
Project

Contents
TITLE..............................................................................................................................................1
P1 Research proposal which clear research question supported by literature review.................1
Activities and timescales.................................................................................................................3
P2 Suitable research methods and approaches to primary and secondary research....................5
P3 Using appropriate methods for conducting primary and secondary research........................6
P4. Appropriate analytical tools, analyse research findings and data..........................................8
P5. Communication of research outcomes................................................................................18
P6. Reflection on effectiveness of research methods................................................................18
P7 Considering alternative research methodologies..................................................................19
REFERENCES..............................................................................................................................21
QUESTIONNAIRE...................................................................................................................22

TITLE
Main focus of the research is to determine the impact of digital technology on business activities
of a company
P1 Research proposal which clear research question supported by literature review
Organizations focus on understanding requirement of customers and to take up
appropriate steps with the help of which they are satisfied. Apart from this, the rate of
competition is high and so customers have wider choice of selecting the good that can meet up
their requirements (Fitzgerald, Kruschwitz and Welch, 2014). With time, there are many changes
that have taken place in relation with technology and these enable to provide better and higher
quality of services or products. Present research is conducted on understanding the impact of
technology for the department of marketing. In this context, John Lewis is taken into
considerations so that the research can be conducted in appropriate manner. Below given are the
aim and objectives for the research topic:
Aim:
“To determine the impact of digital technology on business activities of marketing: A study on
John Lewis.”
Objectives:
 To understand the concept of digital technology for business activities
 To identify the digital technologies those are applied by John Lewis for their marketing.
 To analyse the benefit of digital technology to marketing department of John Lewis.
 To recommend way to improve digital technology for John Lewis.
Selection for this research topic
There are different reasons due to which this research topic is selected. In this context,
one of the main reason is personal interest. I always to want to identify the strategies that are
applied by companies to develop strong customer base. Further, the rate of competition is high
still there are firms that are able to manage their sales and profitability. All these aspects can be
covered by conducting this research. Another reason in this aspect is that the research will be
helpful for me to develop my career. I always wanted to get a job in marketing areas and my
considering this aspect will be helpful for me to develop my understanding towards the strategies
that are applied by this department.
Literature Review
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As per Matt, Hess and Benlian, (2015) there is different type of changes that has taken
place in relation with technology and this has both positive and negative impact over the
business. With this respect, in marketing organizations are able to provide appropriate
information in relation with services and products that are willing to offer. When people get to
more about the firm, then they develop positive perception within the mind of customers.
Technology enables to understand requirements and to take up appropriate steps with the help of
which the rate of quality is improved. Shaw, Blanning and Whinston, (2012) stated that there are
certain set of expectations that individuals have before taking purchase decisions. It is the
responsibility of firm to make sure that they determine these and take up appropriate steps to
fulfil them. In this context, digital technology enables to the business to have direct interaction
with customers and in identifying the aspects that are required by them. Apart from this the rate
of people who use electronic devise is raising that increasing rate (Drnevich and Croson, 2013).
This shows that companies need to focus on the digital marketing so that they can attract
customers and strong base can be developed. However, there are many negative as well through
digital marketing.
According to Schmidt and Cohen, (2013) companies need to have appropriate strategies
to be formed so that they are able to implement digital marketing. Apart from this, there are
activities that have to be developed and for each of them it requires to have financial support.
When the rate of support from then side of finance is not appropriate, then it has negative impact
over the business. It requires to have proper plan to be developed so that for each of the activities
that are set can be completed within the amount that the firm has. Further, for implementing
digital technology, there is various type of tools and equipment’s that are required (Wagner,
Beimborn and Weitzel, 2014). When these are not made available, then it becomes difficult to
attain the desired goals. In accordance with type of technology that is applied by the business,
social media is used by the firm that provide the opportunity to have direct interaction with
service users. For example, when there are posts of any type of discount or offers provided, then
the type of perception that is carried out by people can be identified. In case they find issues in
relation with products or services, then management can be take up steps that can enable to
overcome the problems in effective manner. As per Khajavi, Partanen and Holmström, (2014)
there are other tools like personal message, emails, etc. that enable to convey about the type of
services or products that the firm provides.
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With the help of digital technology companies are able to develop strong relationship
with customers. Further, there are cloud network that is used by companies and it is helpful to
make sure that that personal information of customers are saved. According to Chaudhuri, Dayal
and Narasayya, (2011) taste and preference of customer’s changes frequently and management
need to understand them so that changes in goods and services can be made. When all the
preferences of customers are focused, then it becomes favourable enough to develop strong
relationship with customers. In addition to this, employees are the face of organization. They are
the one who present the products and services that are provided by the business. It is important
that all the workers within the business perform their set of role in effective manner. When they
fail to perform them effectively, then it has negative impact and the perceptions that are carried
by individuals also get affected.
Activities and timescales
Activity 1th
Week
2nd
Week
3rd
Wee
k
4th
Week
5th
Wee
k
6th
Week
7th
Week
8th
Wee
k
9th
Wee
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10th
Week
Identify
researc
h topic
Review
of
Literatu
re
Draftin
g
Method
ologies
Comple
te
Propos
al
3

Design
questio
n and
pilot
researc
h
Docum
entatio
n of
records
Analysi
ng data
and
interpre
tation
Discuss
ion and
Conclu
sion
Final
Report
Editing
&
Comple
tion
P2 Suitable research methods and approaches to primary and secondary research
To conduct the research in appropriate manner, there is various type of methods or
approaches that are included in research methodology. With this respect, below given are the
methodologies that will be used in the research:
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Research philosophy: This can be determined as a brief that enables to gather and analyse
the information in appropriate manner. These are of two type which are interpretivism and
positivism. In the present research the researcher will make use of both these research
philosophy (Taylor, Bogdan and DeVault, 2015). These are selected as it enables to focus on the
aim and objectives that investigator has developed. All the objectives consist of steps by steps
process that will enable to gather appropriate information in relation with the research topic.
Research design: It enables to focus on overall strategies that will be applied by the
researcher. In other words, it is the blue print that enables to conduct the research in effective
manner. Further, it enables to integrate multiple components for the research study in logical and
coherent manner (Mackey and Gass, 2015). These are of three types which are descriptive,
exploratory and explanatory. Among these research designs, the investigator will make use of
descriptive research design, this selected as it enables to characterise the phenomenon being
studied. Further, it is appropriate enough to select suitable method to studying the
implementation of digital technology.
Research approach: This is the process through which the way of presenting the
information is identified. With this respect, these are of two types which are inductive and
deductive. The researcher can present the information from general to specific or starting from
specific to general (Silverman, 2016). Among these two type of research approach, the
researcher will make use of deductive approach in which the information will be presented from
general to specific. This is helpful to present overall understanding about the research topic and
then specific information will be covered.
Data collection: In order to conduct the research in appropriate manner, it consists of
information that needs to be gathered for the research. For gathering data, there are two methods
which are primary and secondary (Panneerselvam, 2014). Primary are those which are gathered
for the first time and secondary are those which are already gathered by some other person. In
the present research, the investigator will make use of both primary and secondary method.
Primary will be gathered by using questionnaire and secondary will be done by using books,
journals, online sources, etc. This way, researcher will be able to focus on gathering adequate
information for the research topic. More specifically, 20 workers will be selected who will
provide appropriate information regarding the research topic.
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Data analysis: When information is gathered, then it requires to have appropriate analysis
to be made so that interpretation is possible. There are two methods through which this can be
conducted, these are qualitative and quantitative methods (Smith, 2015). Among these the
researcher will make use of qualitative method. More specifically, thematic will be applied as it
enables to present the gathered information in the form of tables, charts, graphs, etc.
P3 Using appropriate methods for conducting primary and secondary research
The following research methodologies are used for the research project on the impact of
digital technologies in various types of business organizations.
Research philosophy – The main objective of research philosophy is to determine the
research belief rather than collecting and analyzing of the data. According to the concept of
Saunder's onion, research philosophy can be defined as the outermost layer which is very
important and also helps in providing a brief idea regarding the research project (Cammarota and
Fine, 2010). The research philosophy is divided into four major parts Positive philosophy,
Pragmatism philosophy, Realism philosophy and interpretivism philosophy. For carrying out
effective research on John Lewis a combination of both interpretivism and positivism
philosophies has been utilized by the researcher.
Research approach – The research approach determine the various methods or
techniques used by researcher for carrying out the research in the project (Hunleth, 2011). The
researcher used qualitative approach of research in order to calculate and interprets the data
gathered from the employees working in the John Lewis Company in UK. Furthermore, for
understanding the various functions as well as structure of the company the researcher also used
the quantitative research approach. Both the approaches were very useful in the research as they
helped in effectively calculation as well as interpretation of the data in order to achieve accurate
results or outcomes.
Research design – The research design refers to the overall plan or strategy selected by
the researcher in order to incorporate the various elements of the research study in logical and
consistent manner (Miller, Birch and Jessop, 2012). The research design assist in explaining
accurate answers and conclusion of the issues or problems. Therefore, for conducting the
research project, researcher requires selecting the type of research design carefully. In this
particular project the researcher has use the descriptive research design, this design helps to
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determine various theories which are connected to the research topic. The descriptive research
design assist the researcher in analyzing the research methodologies and theories so that
solutions of different issues or problems can be found efficiently and effectively.
Data collection – Data collection is procedure of collecting and measuring relevant
information on the basis of data gathered by the researcher. It is very activity or part of the
research as it is a main step performed to gather information or data that can be sued further in
the research or study (Vujaklija, Hren and Marušić, 2010). The data is collected with the help of
various techniques such as creating questionnaires, conducting interviews or surveys. Basically
there two main methods of collecting data – Primary and secondary source. The Primary method
of data collection includes gathering information from the first source such as observation,
surveys, interviews and questionnaires which helps in providing the fresh data. Secondary
method of collecting data includes secondary sources such as books, journals, internet and other
sources. For conducting the research it is very important to collect data from both the primary
and secondary sources such as primary methods can include creating questionnaire for 30
employees working within the John Lewis and secondary can include collecting data from
various online websites, books or journals.
Sampling – It is a method used for statistical analysis that includes particular number of
data is collected from numerous people. Sampling is categorized into two types Probabilistic and
Non-Probabilistic sampling methods (Gale, Heath and Redwood, 2013). In this research project,
the researcher has used probabilistic sampling method that included reviewing each and every
individuals for collecting data. In this research project the sample of 20 employee questionnaires
has been chosen by applying simple sampling method.
Data Analysis – The Data analysis is the procedure to analyze the collected or gathered
data which can help in effectively formulating relevant and useful information. In order to
analyze the collected data researcher can use various techniques such as cleansing, inspecting
modeling and transformation of data with the goal of generating relevant information and
conclusion for recommendation (Kirkova, Aktas and Davis, 2011). It is very essential and
important procedure within research methodologies because the overall collected in the research
will be interpreted efficiently and effectively. This helps the user as well as readers to understand
the meaning of data collected in the research project. The researcher has applied thematic
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representation of data in the following research project which helps in presenting and
interpreting relevant information in the form of graphs and tables.
Ethical considerations – Researcher considered various ethical issues in the following
research project, these issues are as described below -
 Confidentiality – All the data and information collected in the research should be stored
effectively in a secure database in order to maintain John Lewis's confidentiality.
Ignoring this element can develop a great ethical issue for the company (Mackey and
Gass, 2015).
 Informed Consent – It is very essential to provide information or data about the research
to the other participants and respected authorities. It is important to take permission of
these higher authorities to reduce the chances of issues as it can also give rise to an
ethical issues within John Lewis Company.
Research Limitation – There are various issues that the researcher faced in the
following research project which are as mentioned below -
 Assessment of Data – The researcher faced an issue while collecting the data form
primary and secondary sources of data (Taylor, Bogdan and DeVault, 2015). The
researcher was not able to approach some articles properly due to encrypted files and
secured database.
 Issue in collecting data – The researcher also faced problem while collecting data from
the participants or employees in the John Lewis Company. They asked for permission
from the higher authorities such as their managers for answering the questionnaires or
providing information in order to cooperate and contribute in the research.
P4. Appropriate analytical tools, analyse research findings and data
Questionnaire is developed and these are done so that appropriate information can be
gathered from employees. They are the one who make use of technologies and deliver to
customers. In this context, following are the thematic analysis done for each of the each of the
questions:
Theme 1 : Digital marketing is helpful for the company
Do you think digital marketing is helpful for the company? Frequency
Yes 12
8

No 5
Not Sure 3
Description : In accordance with the questionnaire developed, it can be stated that
majority of the employees think that digital marketing is helpful enough to for the company.
More specifically, there are 12 of the employees who have chosen yes as they options. On the
other hand, there are 5 of the respondents who do not think this way. Lastly, there are three of
them who are not sure for the same. Employees have chosen this option to be yes as they have
proper understanding that it has helped in developing strong relationship with customers. Apart
from this, there are different type of products and services that are delivered by the firm and with
the help of digital technology, marketing department gets benefited and they are able to make
other know about the offers that are going and the benefit that individuals can be get.
Theme 2 : Digital technology enables to improve performance level of the firm
Does digital technology enables to improve performance
level of the firm?
Frequency
Yes 13
No 4
Not Sure 3
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Description : There are certain set of goals and objectives that are set by the firm. These
are done so that workers are able to develop path on which these can be attained. In accordance
with the findings made, it is being identified that digital technology helps to improve the
performance of the company. There are many other firms that also deliver similar type of
products and services. There are about 13 of the employees who think that digital technology
enables to improve performance level of the firm. On the other hand, there are 4 of the
respondents who do not think that digital technology enables to improve performance level.
Lastly, there are 3 of the employees who are not sure. Performance of the business is developed
based on the presence of offers that are delivered by company.
Theme 3: Employees able to develop strong relationship with customers
Are employees able to develop strong relationship with
customers?
Frequency
Yes 15
No 3
Not Sure 2
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