Business Research Project: Impact of Digital Technology on Operations

This business research project investigates the influence of digital technology on business operations, focusing on the case of Morrison UK. The project begins with a research proposal outlining aims, objectives, research questions, and a literature review that explores the impact of digital technologies on business, including topics like the Internet of Things, big data, cloud computing, and social media marketing. The project then details data collection and analysis methods, examining both the positive and negative impacts of digital technology, such as increased efficiency, improved customer relations, and challenges related to cyber security and employee behavior. The research covers the benefits of digital technology like efficient operations, improved product quality, and enhanced customer relations through social media and online platforms. It also addresses the challenges, including the need for skilled personnel, cybersecurity threats, and the impact on employee roles and organizational culture. The project concludes with a reflection on research methods and potential alternative methodologies.

Business Research Project

TABLE OF CONTENTS
LO 1.................................................................................................................................................1
P1 Research proposal along with research questions, hypothesis and literature review.............1
Project description ......................................................................................................................1
Aims and objectives ...................................................................................................................1
Reasons for choosing project......................................................................................................2
Activities and time scale.............................................................................................................3
LITERATURE REVIEW ...........................................................................................................4
LO 2.................................................................................................................................................8
P3 Description about the primary and secondary research by use of appropriate methods........8
DATA COLLECTION AND ANALYSIS ..............................................................................10
LO 3...............................................................................................................................................27
P5 Communication about the research outcomes.....................................................................27
LO 4...............................................................................................................................................28
P6 Reflection on the effectiveness of research methods which applied in investigation..........28
P7 Evaluate alternative research methodologies and lessons...................................................29
REFERENCES:.............................................................................................................................30

Research title - The influence of digital technology on business operations.
LO 1
P1 Research proposal along with research questions, hypothesis and literature review
Project description
The evolution of internet has connected the world. People are now able to interact with
each other and share information in easy and simple way. Also, invention of mobile internet has
allowed people to spend leisure time and get all information on just one click. Technology has
not only transformed human being life but also it created a great impact on business. Digital
technology has provided vast opportunities for business to expand their operations. It has helped
small business to provide services and goods to people. This has resulted in increase in number
of new business in world. The present research is based on impact of digital technology. For this
report organisation selected is Morrison. It operates in retail sector.
In present era there has been a rise in growth of organisations. This is due to use of
technology in business operations. The information technology is a network of devices,
computers, etc. that helps in communication. In the retail business sector, there is great
importance of digital technology through which business activities and process have become
smooth and fast.
Aims and objectives
Aim :- The influence of digital technology on business operations - A study on Morrison UK
Objectives:
 To identify use of technology and its impact on integration of different business
operations
 To identify use of digital technology in growth and development of business.
 To identify impact of social media on business marketing strategies.
 To access significance of digital technology in business.
Research Questions

1. What is the importance of digital technology and its applications?
2. What are the impact of digital technology on business operations of Morrisons
3. What are the challenges faced by Morrison by applying digital technology?
Reasons for choosing project
The main reason behind choosing this project is to expand and gain knowledge and
information about how digital technology has affected business operations. Further, it will help
in analysing whether technology has influenced business in a positive or negative way. Besides
this, by conducting this research, researcher will learn the way in which organisations are
utilising technologies and changes they have to make in their process or methods.
Activities and time scale

LITERATURE REVIEW
Meaning of digital technologies
21st century has transformed the human life. It has changed the way of living as needs of
humans are rising day by day. The evolution of technology has highly influenced the way of
doing business. It has revolutionised the way of conducting business. It is said by Herterich,
Uebernickel and Brenner, 2015 that over the last decade, there has been a great impact of digital
technology on business. It has provided a vast number of growth opportunities to various
companies. This has led to increase in competition among them in the market. Digital
technologies refer to integration of ICT that can be used in sharing information. It can be used on
the tools like mobile phones, laptops, etc. The evolution of internet has provided a platform for
humans and business to exchange information and communicate with each other. It has also led
to invention of internet of things (IOT). It is the network of physical devices, vehicles embedded
with software, sensors and connectivity which enable these objects to connect and exchange
data. It is an emerging concept that will cover up almost everything in next decade. Business
functions will be operated and managed by robots and machines.
Impact of digital technology on business
According to research done by Mohammadyari and Singh, 2015 the integration of
information and communication technology has provided ease to business. It has made it easy to
share information with high accuracy level. This has made it easy for business to take effective
decisions and perform better. As per the view of Verčič, Verčič and Sriramesh, 2015, there has
been change in overall process and methods, it has made the task simple and more effective. In
recent times the evolution of big data and its integration with business has helped in growth and
development. Along with this, using of cloud computing in exchanging information has enlarged
areas of business operations. This is the reason why business is able to expand at global level. As
elucidated by Bharadwaj, Mani and Nandkumar, 2017 organisation are now highly dependent
on internet for their expansion. Now, machines are replacing humans in big organisations. It has
resulted in improvement in product quality as well as service. Also, it has helped employees in
increasing their efficiency as now they are able to perform in given time period. Stanton and
Stanton, 2016 elucidated that due to use of technology business are able to manage overall

functions easily. It has also helped in maintaining efficiency of task. Beside this, goals and
objectives are easily achieved by integrating each department efforts.
As per the view of Dermine, 2017 many changes are done in functions of different
departments. For example- in production department machines are used to keep an eye on quality
of product. If any defect is their in good then it is removed. Also, each product feature is
evaluated with set standards to ensure its quality. According to Grigore, Molesworth and
Farache, 2018 digital technology has helped business to maintain effective relations with
suppliers and customers. Through this they are able to get connected with them so that strategies
and decisions are communicated quickly. This has changed the traditional methods to modern
way of doing business. The work load can be managed by managers and task can be performed
accordingly. By this goals can be achieved in given time frame. Rise in use of technology has
converted the task oriented work to performance oriented work.
As said by Kamprath and Mietzner, 2015 it has been beneficial for company to focus on
other things. This has enabled managers to identify weak areas so that it can be improved. The
major area that has been benefited by digital technology is marketing department. Products and
services are promoted and advertised using social media. Kenney and Zysman, 2016, elucidated
that it has created a platform through which a large number of people are attracted. Besides this,
networking sites have given a golden opportunity for business to connect people with them. This
is a very successful in advertising goods at cheap rate and with minimum efforts. Customers
problems can be solved quickly in real time basis. With this effective customer relationship
management can be maintained.
According to Bolden and O’Regan, 2016 many organisations have developed their
website for selling their products. This is done to provide flexibility to customer as they can buy
goods anywhere, anytime. Moreover, each and every information related to product is briefly
described. This has made it easy for people to choose the best one. In the view of Herterich,
Uebernickel and Brenner, 2015 website have provided variety of product to customers to
choose from. Also, by reading the reviews of goods they are able to know its worth. Other than
this, digital technology has helped business in diversifying their product portfolio. It has enabled

them to develop products according to needs of customers. Mohammadyari and Singh, 2015
said that it is easy to identify change in taste and preference of customers. Digital technology has
allowed business to expand their operations in remote areas. They are successfully generating
sales and profits from those. It has enabled business to provide goods to poor people to fulfil
their needs. According to Bharadwaj, Mani and Nandkumar, 2017 remote areas are now very
well connected to business. The products are produced at low cost. It has made it easy for
organisations to get engaged with people frequently.
It is estimated by Kamprath and Mietzner, 2015 that there has been a positive impact of
digitalisation in business. This has enabled companies to implement several new tools and
equipments to enhance their quality. It has been beneficial for organisation as it has provided
effective training to employees. This has improved their skills and abilities and decision making
skills. Also, by using tools they are able to complete task in more effective way. Moreover,
information is shared effectively between them. They are able to communicate quickly. There
has been positive impact on business operations. It has created a platform and vast number of
opportunities for growth and development. In the perspective of VanPatten and Williams, 2014
technology is used in many areas such as process, production, storage, sales, etc. Apart from this
innovation in technology is very beneficial for business. It has also helped stakeholders to get
connected with business so that updated information can be shared quickly.
Challenges of digital technologies on business
On the contrary there are many challenges that has to be faced by business. This is
because of continuous advancements in technologies that has forced business to make changes in
their process and methods. According to Stanton and Stanton, 2016, change in methods is
necessary so that business can sustain for long time in competitive market. Moreover, it has lead
to stiff competition among organisations as they try to attract more people. It is said by
Dermine, 2017 that it is very difficult for business to maintain the effectiveness of technology.
For this they have to hire high skilled and experienced persons who can do this. Thus, it has
resulted in increase in expenses of business. Furthermore, in present times rise in cyber crimes
has been a major concern for business. It has forced companies to install separate information
technology infrastructure. As elucidated by Grigore, Molesworth and Farache, 2018 there has

been drastic change in use if technology by employees in organisation. This is because any minor
change in information can lead to huge loss. This is another challenge faced where there is
always risk of having technical errors. The use of technology has affected organisation is
negative way. In the opinion of Kamprath and Mietzner, 2015 the cost and time is wasted in
developing policies and laws related to use of technology. It has also affected productivity and
performance of employees as well as organisation. Now machines have started performing duties
of employees. This has made them lethargic and restricted to work in creative way.
According to Kenney and Zysman, 2016, continuous change in process has created a
great impact on employee behaviour. Due to this overall organisational culture is affected. There
has also been rise in conflicts among them. Therefore, it has affected the relations between
management and employees. However, employee retention has increased. For this business has
to make efforts and rise salary and wages of employees. As elucidated by Bolden and O’Regan,
2016 a feeling of job insecurity has developed in employees. Due to expansion of network
sensitive data and information can be easily accessed by unauthorised person. This is also a
threat to business. The data can be used in wrong way and can create a poor image of company
in the market. It is therefore essential to protect and prevent data from getting leaked.
As per view of Verčič, Verčič and Sriramesh, 2015 there is always a risk of
implementing advance technology in business. For this a complete evaluation has to be done to
identify its pros and cons. Any minor effect in this will result in waste of efforts and cost. Also,
before implementation of technology an effective training has to be given to employees. This has
also created a burden on business as cost and time is required in this. As elucidated by Dermine,
2017 the ineffectiveness in training has reduced performance of employees. It has affected the
overall results of business. Due to this they are not able to grow and develop. As said by Kenney
and Zysman, 2016 it is very difficult to track the traffic in digital marketing. This is because
effective tools are required in this. Also, it is not possible to analyse the needs of people just
using social media. Basically, people visit website just to know about company. So campaigns
run by companies are not as effective as traditional marketing. Along with this, high funds is
required for implementing technologies and also maintaining them. It has increased expenses. As
elucidated by Bolden and O’Regan, 2016 another challenge is to reduce technical errors and

malicious activities that can damage the entire system. For this strong safety measures are
implemented. It has also added to cost of using digital technology.
LO 2
P3 Description about the primary and secondary research by use of appropriate methods
Research methodology is a framework through which research is conducted. It helps the
researcher to analyse different concepts so that an effective research can be conducted. This
makes it easy to achieve goals and objectives that has been determined by researcher. The
methodology contains methods starting from approach to data analysis (Flick, 2015.). It becomes
very difficult for researcher to conduct research with having a proper methodology. It helps in
analysing information in effective way so that better solutions can be gained. For this researcher
has used several elements of methodologies that is described as below :-
Research philosophy :
This concept is used in thesis. By using this the background and nature of study is
managed (Mackey and Gass, 2015 ). This theory is of two types that are positivism and
interpritivism. In positivism issues are defined. The facts and figures analysed helps in
accomplishing goals and objectives. interpritivism is related to reality of some ideas and
speculations.
Research approach
It is a step by step method that is used in analysis of data. It helps researcher to decide
which approach must be used so that objectives can be accomplished. The researcher can use
approach on his or her wish. Research approach helps in collecting accurate and appropriate
data. There are two types of approaches followed. These are inductive and deductive. Inductive
approach is not used very often because it limits extent of study. But it is very flexible approach.
While deductive approach is often used as it includes several elements such as hypothesis,
theory, etc. the researcher will use inductive approach. This will help in giving a theory on how
digital technology has impacted operations of Morrisons.
Research design

This concept breakdown the overall structure of research methodology. In helps in
effective survey of data. A research design contains two methods that are descriptive and
exploratory (Lewis, 2015). Descriptive design describes the characteristics of population. In this
the outcomes are given on basis of study. It does not give reason of why and what. Whereas
exploratory research design gather accurate and precise data. It helps in focusing on large area so
that more knowledge can be gained. In this the information collected and aims of study can
differ. So researcher will use descriptive design as it will help in describing the implications and
impact of digital technology on Morrisons.
Research strategy
It refers to plan that is applied by researcher to achieve his or her goals and objectives.
There are two basic strategies exist. These are qualitative and quantitative. Qualitative focuses on
concept of why rather than what and is related to human behaviour. On the other hand
quantitative is related to statistical and numerical analysis of data. In this study researcher has
used quantitative strategy that will help in conducting research more deeply.
Data collection
This is also a crucial element in methodology. By defining data collection method
researcher is able to collect data. But without it is very difficult for researcher to collect data.
Also, data collection method helps in getting specific data. Generally, there are two methods of
collecting data. These are primary and secondary (Ledford and Gast, 2018). The data that is
collected for first time is known as primary. In this various tools are used such as surveys, polls,
interviews, etc. In secondary data is collected from previous research. The researcher in present
study will use primary method. For this data will be collected with the help of questionnaire. It
will be given to managers of Morrisons.
Data sampling
It is a process through which data sample is collected. For this the entire populations is
divided into several strata's. Then, a small amount of proportion is taken out on which research
will be conducted. There are various methods of data sampling. These are stratified, cluster,
systematic, etc. for this present study random sampling method is used. This is because it will

take less time and cost. Managers of Morrisons company will be selected randomly to fill
questionnaire.
Data analysis :
It is the last element but most important. In this researcher analyse and interpret data by
using different tools and methods (Flick, 2015). This helps in accomplishing goals and objectives
in effective manner. Moreover, by doing this researcher explains it in more precise manner. For
this present research, researcher will analyse data by using the thematic analysis.
Cost
For conducting this research different resources will be needed. Thus, it is estimated that
total cost needed will be around 350 Euros. It will help in conducting research in an effective
manner so that relevant information can be collected.
Ethical consideration
It is one of the most significant aspect which assist researcher to consider some ethical
consideration. It is very important for researcher to follow some ethics at the time of
investigation and data collection. It is major ethical consideration which has to consider by
researcher at the time of gathering data about the subject. All information related to the subject
should confidential Another major ethical consideration is related to the proper citation of work.
None of the content has been copied and pasted. All information and content should be rephrased
by the researcher and it has been written in own words.
Secondary data
The major area that has been benefited by digital technology is marketing department.
Products and services are promoted and advertised using social media. According to Kenney
and Zysman, 2016, there has been high rise in sales and profits of company in retail sector. Now
products are provided through website. Through this, services are provided to customers in real
time. It has enabled in solving their problems. Moreover, communication among employees
working in different department has enhanced. They are able to attain their goals and objectives
in specified time. But on other hand, companies are facing certain issues as well. This has
impacted on their operations.