Business Research Project: Digital Technology's Role at Qbic Hotel

This research project investigates the impact of digital technology on Qbic Hotel, a small hotel in London. The study employs both primary and secondary research methods, including questionnaires, to gather data on the use and effectiveness of digital tools within the organization. The project explores various research methodologies such as deductive and inductive approaches, research philosophies (positivism and interpretivism), and research strategies (quantitative). The analysis includes themes related to the benefits of digitalization, the types of technologies used, and the impact on business processes and customer satisfaction. Findings reveal that the majority of employees believe digitalization is beneficial, enhancing business processes and increasing efficiency, although some express concerns about digital literacy. The project also examines the use of various digital technologies like interactive hangers, location-based services, virtual reality, and 3-D printing, and their effects on sales and customer satisfaction. Ethical considerations are also addressed, ensuring adherence to research norms. The project concludes with reflections on the research outcomes and suggestions for further study.

RESEARCH PROJECT ON DIGITAL
TECHNOLOGY

Table of Contents
INTRODUCTION...........................................................................................................................1
P.3. Conducting primary and secondary research using appropriate methods for business
research project...........................................................................................................................1
P.4.Apply appropriate analytical tools to analyse research findings and data............................3
P.5. Research Outcomes............................................................................................................17
P.6. Reflection...........................................................................................................................20
P.7. Alternative Research methodologies................................................................................21
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22
APPENDIX....................................................................................................................................23

INTRODUCTION
Digital technology has changed the way individuals live, play, communicate and work.
Digital technology is the most essential tool for an organisation in order to achieve goals and
objectives in an effective manner. In order to enhance the marketing share in local as well as
global market, digital technology plays an effective role (Alper, and Goggin, 2017). In the world
of globalisation, none of the organisations can even think about ignoring the use of digital
technologies within organisation. Transformation in digital technology helps an enterprise in
increasing profitability, encouraging speed to market for product and leveraging satisfaction of
customer into loyalty. In the present research, Qbic Hotel of UK is taken for assessment. It is a
small hotel industry in London. Primary and secondary research is conducted in this research
project. Questionnaire is also prepared in this assessment. Addition to this, reflection on the
effectiveness of research is also included in this research.
P.3. Conducting primary and secondary research using appropriate methods for business research
project
There are several methodologies used in research project for gathering the information
related to operations and functions of marketing at Qbic Hotel. The procedure which is used to
assemble data and information for the aim of making decisions of business. Research
methodologies is one of the most essential part as it shows the techniques, tool and methods
which are utilized in entire research project (Nambisan, 2017). Research methodology is the set
of instruments in order to identify the impact of digital technology on Qbic Hotel. There are
variety of techniques and methods that could applied in present selection, which help in
concluding valid answer. Research Methodologies are as follows-
Research Approach- - Research approaches includes brief step specify about the process
and methods which is to be followed. It also involves the methods of collection of data as well
analysing the data. This research will help researcher in assembling information and then after
interpreting the collected data in following approach. Deductive and inductive approach are two
types of approaches which can be used by the researcher. In order to make the research project
effective, it is very important to select one of them. It is one of the best tool that to decide the
theory and model at working environment. For the present research, deductive research approach
has been utilized that distinguishes noteworthy program at work environment (Marsh and et.al.,
2017).
1

Research Philosophy- Research philosophy is the framework of guidelines in order to
assemble and analysis the collected data that is according to the belief about the way in which
data is to be collected, assemble, analysed and utilized. It is the most essential part in research
methodology. There are majorly two types of research philosophies which are positivism and
interpretivism. Interpretivism research philosophies is approach to social science that opposes the
positivism of natural science. Positivism research philosophies is approach to the study of society
that relies specifically on the evidence of science. In this present research, positivism and
interpretivism theory is being used by the researcher (Onwuegbuzie, Gerber and Schamroth
Abrams, 2017).
Research Strategy- Research strategy is the systematic way or plan of action that
provides direction to researcher thoughts and efforts that enables to conduct the research
systematically. In order to conduct research systematically and on schedule to furnish quality
results in research project it is very essential to select the most suitable strategy. Strategy is the
step by step plan of action to get valuable results. Qualitative and Quantitative are the two type
of research techniques that can be use by researcher. In this research project, quantitative
research techniques.
Research Design- Research design refers to the plan of action which is selected by the
researcher for analysing multiple components of research project in a systematic manner. The
role of research design in research project is significant as it ensures that the evidence obtained to
effectively address the problems or issues of research unambiguously and logically as possible.
Research design is used to get the fabulous and amazing results in research project. Thus, it is
very necessary for the researcher to select appropriate research design. In present research report,
descriptive research design is being used by the researcher effectively. Thus, descriptive design
helps to determine various models which are related to the main subject of research.
Data Collection- Data Collection is the process of assembling and evaluating information
on targeted variables in an established systematic trend which enables researcher to answer the
relevant questions as well as to measure the outcomes. There are various methods of collection
of data such as survey, interviews or questionnaire. Primary and secondary are the two types of
data which researcher has used in collection of data When the data is collected by the researcher
himself, it is known as primary data while secondary data are those data which can be collected
by different sources. Examples of primary data are survey, interview, group discussion,
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questionnaire, etc. While, internet, articles, books and journals are the examples of secondary
data. In present research, researcher has used both primary and secondary data. Questionnaire is
prepared by the researcher to collect the data.
Sampling- Sampling is the procedure which is used in statistical analysis in which
predetermined number of observation are taken from large population. It is performed in statical
analysis. It is mainly concerned in the selection of observations. It helps to make statistical
interferences about the population (Keller, Mendes and Ringrose, 2018.). It is tiny part of
collected data from large population. There are two major divisions of sampling methods which
are probabilistic and non-probabilistic. In research project, the method of sampling which is used
by researcher is probabilistic. This includes views and opinions of people from whom data is
collected. Consequently, 20 representatives of Qbic Hotel have picked to investigate the
principle point of the exploration and survey the suggestion computerized innovation on the
business.
Ethical considerations- Ethical consideration are the principles and values that states
what is good or bad in the affairs of human. There are critical ethical considerations in research
project. Ethics in general term are norms and standard for conduct the distinguish in between
right or wrong. Ethics assist individual to make difference in between what is acceptable and
what is not acceptable behaviours. There are some principles that lies in the framework of ethics
are non-maleficence, beneficence, health maximization, efficiency, respect for autonomy and
justice. In Addition to this, when conducting research, there are some norms which are to be
followed by researcher like the data or information which is collected should be informed
consent, it does not harm, it should respect for confidentially and anonymity and last the most
important is it should respect the privacy of data. In present research, researcher has obeyed and
follows all the norms and rules conducting research (Livingstone, Mascheroni and Staksrud,
2018).
P.4.Apply appropriate analytical tools to analyse research findings and data.
Theme 1: Digitalization will be good for Qbic Hotel.
Particular Respondents
Yes 15
3

No 4
Not sure 1
Total 20
Theme 2: Company use digital technology for enhancing your business process.
Particular Respondents
Yes 14
No 4
Not sure 2
Total 20
4
Yes
No
Not sure

Theme 3: Kind of digital technology is been used by management of Qbic Hotel.
Particular Respondents
Interactive Hangers 9
Location Based Services 4
Virtual reality 4
3-D printing 4
Total 20
5
Yes
No
Not sure

Theme 4: Company is getting benefits by the use of digital technology.
Particular Respondents
Yes 16
No 3
Not sure 1
Total 20
6
Interactive Hangers
Location Based Services
Virtual reality
3-D printing

Theme 5: See increment profit in your organisation.
Particular Respondents
Yes 13
No 4
Not sure 3
Total 20
7
Yes
No
Not sure

Theme 6: Technical factors is being used by your organisation.
Particular Respondents
Email 8
Texting 4
Websites 5
Non of above 3
Total 20
8
Yes
No
Not sure

Theme 7: Organisation is affected by the use of digit technology.
Particular Respondents
Positive 15
Negative 3
Moderate 2
Not Sure -
Total 20
9
Email
Texting
Websites
Non of above

Theme 8: Organisation is collecting information.
Particular Respondents
Social Media 10
Directly from customers. 6
Loyalty Programmes 3
Not Sure 1
Total 20
10
Positive
Negative
Moderate
Not Sure