Research Proposal: Digital Tech's Impact on SME Business Activity

This research proposal investigates the impact of digital technology, particularly social media, on the business activities of Small and Medium Enterprises (SMEs), using Oak Cash and Carry as a case study. The introduction highlights the importance of digital platforms in data management, marketing, and customer engagement, emphasizing cost-effectiveness and global reach. Task 1 explores the benefits of digital technology, including enhanced marketing, direct customer communication, and market comparison. The research aims to determine the significance of social media in building customer relationships and addresses research questions regarding the concept, importance, challenges, and effectiveness of social media in business growth and customer retention. The literature review examines the views of various authors on the concept of social media, its role in business growth, the challenges faced by SMEs, and its effectiveness in building long-term customer relationships. The study acknowledges challenges such as resource constraints, customer feedback, and the impact of new technologies. The proposal emphasizes the need for impactful strategies to overcome these challenges and leverage digital tools for desired outcomes. The proposal is focused on how SMEs can build and maintain customer relationships using digital technology.

RESEARCH PROPOSAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 ...........................................................................................................................................1
P2 ...........................................................................................................................................6
TASK 2............................................................................................................................................7
P3 ...........................................................................................................................................7
P4 .........................................................................................................................................11
TASK 3..........................................................................................................................................19
P5 .........................................................................................................................................19
TASK 4..........................................................................................................................................20
P6 .........................................................................................................................................20
P7 .........................................................................................................................................21
REFERENCES..............................................................................................................................22

TITLE: “The impact of digital technology on business activity of SME’s
INTRODUCTION
Digital technology involve several techniques as well as methods which utilize for
gathering required information and data in the form of numerical code. Implementation of digital
platform aids in proper management of data and information by applying various techniques
within appropriate manner. Company have to implement advance technology but after identify
structure, capabilities and size of staff members. Information technology is a wide level platform
which involve computing, hardware, software servicing, app development practices, web
hosting and so on. In this procedure, cloud technology, artificial intelligence, social media,
mobile technology and several other services give effective contribution for managing
organizational services properly in proper manner (Trainor and et. al., 2014). This report is based
on Oak Cash and Carry which is an small scale organization that deals in wholesale services.
Company is adopting social media technology with the motive of promoting product and
services at global level in easy manner. With the help of social media respective firm build their
direct connection with customers as well as create effective marketing and promotional
activities. There are some major benefits of implementing digital technology in working is that
much funds are not require because it is cost effective as well as impact full tool which help in
generating maximum revenue with minimum cost.
TASK 1
P1
Digital technology is the tool and techniques which play important role within
organizations as well as assist is easy doing work. With the assistance of respective technology
it become easy for organizations to store their high amount data effective, do marketing through
digital tools and maintain direct relation with customers. There are several benefits of digital
technology while implementing it in the company such as company can do marketing of their
good and services through digital tool like social media, Facebook, Twitter and so on. Along
with this, through digital technology, firm can directly communicate with their customers,
resolve their queries as well as fulfill their need and demand in effective manner. Moreover, with
the assistance of digital technology organization interact with customers in easy manner as well
as promote their their offerings at globe level. The same digital tool will allow access to the
1

large market which assist company in doing comparison of their price with other competitors
cost (Labrecque, 2014). Social media is the digital technology which is used by company for
enhancing business at large scale. Respective technology help in smooth running of business for
generating high revenue and profitability. Through social media tools organization can build
their direct contact with domestic and international customers in effective manner. Along with all
these social media tool such as Twitter, Instagram, Facebook and so on help in generating brand
awareness among existing and potential customers. As well it also result in increasing sales and
generating revenue. Along with this, it will aid in building trust as well as customer loyalty
within effectual way in relation to company products or services.
Background of research
Social media is the digital tool which help organization in providing information related
to company as well as their offering to customers in effective manner. In the present competitive
era, each and every organization is using social media tool for promoting their goods and
services at large level directly to existing and potential customers. Oak Cash and Carry is a small
scale company which offering wholesale services to customers. For maximize business structure
respective company wants to implement new technology in their working which will assist in
enhnacing daily basis business operations. Along with this, also assist in profit maximization,
business growth as well as sales (Tsimonis and Dimitriadis, 2014). Therefore, same organization
require to apply social media technology in their working because it result in building direct
relation with customers at international level. Through social media practices Oak cash and
carry can gain customers loyalty because they can resolve queries of buyers within minimum
time as well as directly contact with them that result in positively. In this procedure, company
also gain maximum attention of customers due to their aggressiveness of getting knowledge
about particular goods and services. There can be several advantages of social media technology
as it is one only cost effective techniques which utilize for promotional as well as marketing
practices. For a small scale company like Oak cash and carry it could be state beneficial grounds
for their further development procedure.
Aims and objectives:
“To determine the importance of social media in building relationship with customers at
global platform. A case study on Oak Cash and Carry.
Research objective
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 To determine the concept of social media. To identify the significance of social media for enhancing business growth. To analyze the major challenges of implementing social media in small business
enterprises.
 To determine the effectiveness of social media in building long term relationship with
customers.
Research question What is the concept of social media ? What is the importance of social media in the terms of business growth. What are the major challenges a small business enterprise face while implementing
social media techniques ?
 What is the effectiveness of social media in building long term relationship with
customers.
Literature review is the crucial section of research because it help in providing detail
information related to the topic by utilizing critical analysis approach. By examining all these
perspectives, company evaluate several basis as well as associated studies which are formed by
scholars. Below mention are discussed opinion of authors and scholar in relation of social media
are as follows :-
The concept of social media
As per the views of Keran smith (2017), social media is the digital technology which
utilize for growth of organization as well as customer satisfactions. Social media platform is
growing rapidly from last few years and play important role in company. With the assistance of
digital tools company can gain several advantages within required time duration. Social media is
the digital platforms which help in promoting brand image, offerings of product and services
among customers in effective manner. Social media is the best tool for doing marketing of
products and services as well as also help in direct interaction with customers. Concept related to
social media change the entire method of digital marketing by its emergence overall procedure
become much easy. Although, most of the organization use social media as an marketing tool for
attracting large number of customers. Moreover, it will be beneficial tool for small scale
organization.
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Social media is an effective platform to promote a business and reach out towards the
potential customers. Social media websites are used to easily accessible that's why it develops
interest of people in products and services that are provided by company.
The concept of social media has been identify as unique and creative because on this
customer can sort information and update on the basis of their required need. After this, these
websites only provides information to those customers who wants to get connected with them.
These concepts are beneficial for those user who are familiar with specific organisation. Main
reason behind these activities is to motivate customers buying behavior by providing them
creative services of specific organisation.
The importance of social media in the terms of business growth
According to Vijay Sharma (2017), social media play crucial role in the organisation for
doing marketing as well as other promotional activities for company. With the assistance of
social media practices, Oak Cash and Carry can promote their offerings directing within
marketing to their customers. Moreover, by applying digital tools within business practices an
company can build direct relation with their customers at global level. Respective practices aids
to enhancing sales of organisation and growth in effectual manner. Although, marketing is a
essential part of a Oak Cash and Carry firm which help in getting regular customers on the
business website. Through this, they can adopt maximum and detailed information of
organisational services on the basis of their own desire and requirement. Oak cash and carry can
adopt social media marketing because it is a creative and innovative way that helps in finding
new customers in lower cost.
For a business organisation, these platform can be most beneficial because through this
Oak cash and carry can build direct connection with international users who can be interested in
organisation's services. Sometimes, these media services provide detailed information to
customers and make them influenced toward the purchasing of new products. One most
beneficial aspect of social media is that international customers can order their choice of
products on organisation's website and if it is possible than firm can deliver them to customers
easily. These activities assist in building long term relations between organisation and customers
effectively.
Challenges which a small business enterprise faces while implementing social media techniques
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As per the views of Anna Washenko (2018), social media practices are helpful in
marketing and promotion but it can be challenging aspects for some business organisation. Most
business organisation provides priorities to social media platforms rather than other physical
activities that might raise issues for them. One major challenging aspects of social media tools is
improper availability of resources for business organisation in the terms of products promotion
and marketing activities. It can also be hard to capture customers attention directly toward
organisations website. Therefore, Oak cash and carry requires to pay their maximum attention
toward advantages and disadvantage of social media techniques while conducting their business
practices on such digital tools. Some other challenges that Oak Cash and Carry faces while
implementing social media techniques are -
 Not enough resources – It can be a major challenge for Oak cash and carry because on
social media there is no enough resources for those organisation who wants to promote
their products and services. Therefore, some organisation conduct additional marketing
programs to promote their products and services in physical market.
 Inappropriate feedback of customers – Customers are those who take experience of
different products that are available in market. Therefore, they can share their personal
experience and and opinion on organisational website. These reviews can be helpful for
new customers because through this, they can get information of organisational services.
In this procedure, inappropriate feedback of users can impact negatively on organisation's
goodwill. Thus, it can be a pitfall of social media.
 Reaction of new technology on customers – Now a days, each and every organisation
adopt new technology in order to enhance growth and profitability of firm easily. These
advancement impacts negatively and positively on customer's behaviour. For oak cash
and carry, it is required to analyse user's opinion and reaction towards new technology
because through this they can make further improvement easily. The adverse reaction of
customers can impact negatively on organisational goodwill directly.
In order to manage major challenges, management of oak cash and carry requires to
create impactful strategy. Main objectives of this procedure is to getting desired outcomes
through these digital tools.
The effectiveness of social media in building long term relationship with customers
5

According to Alicia Fiorletta (2018), social media is a digital platform that assist to
building direct connection with target customers effectively. On the basis of these practices, Oak
Cash and Carry can provide information to their customers in regards of their products and
services. On the basis of these practices, customers can get direct information of products
through organisation's website.
Now a days, customers pay their maximum attention towards organisational goodwill and
their servicing before purchasing any products. Therefore, they get detailed information of these
services through social media platforms. These are the only aspects on which customer;s can also
share their experience by rating business services. All these activities assist in building direct
relationship between customers and organisation. Currently, social media provides some unique
features to their customers that they can ask any questions to the employees of organisation
directly in query box. Main reason behind this concept is that through this employees of firm can
resolve issues and problems of their employees easily. These are the only approaches that
improve relationship between organisation and customers for a long duration. Through this, Oak
cash and carry can get desired benefits and growth as well.
P2
Research Methodology is the specific procedure as well as technique use for selecting,
determining, analyzing and processing needed information on particular topic. This is systematic
plan of action carried out by the researcher for meeting required outcomes (Tsimonis and
Dimitriadis, 2014). Moreover, it can be understood as a science of studying a way of conducting
research involving several steps taken by a researcher to examine problems by studying along
with logic behind the same. Thus, in include various type of methods and techniques explanation
of these are as follows :-
Qualitative method – By this method of data collection, information is gained within
theoretical form (Hudson and et. al., 2016). In simple term these data believe in quality this is the
main reason qualitative method collect information in descriptive form instead of numerical.
Unlike respective data, generally is not measurable as well as only gained through observation.
Narratives often make use of adjectives and other descriptive words refer to data on appearance,
color, texture, other qualities and so on.
Quantitative method – By using quantitative method data collected is in the form of
numerical, hard facts, employing statistical, logical, mathematical technique and so on.
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Quantitative method generally use for examining effect of relation within various variables
structured techniques like questionnaires, surveys and observations for gaining required data or
information (Hudson and et. al., 2016). Moreover statistical data should be evaluate and
numerical comparison is done to make required conclusions which are objective. It involve
several factors which utilized including quantify attitudes, defined variables and information in
calculated way. Additionally, it involve to analyzed by using mathematical logic or formulas
formulas to analyze actual results by measuring overall relevant facts and figures.
Primary method – It is first hand data collected by the researcher which is important for
gathering information in effective manner. There are several method of gathering primary data
such as questionnaire, surveys, observations, experiments, personal interviews, group discussion
and so on. Moreover, for collecting primary data there is requirement of much funds as well as
time also so desire outcome will be gained by conducting research. In this, researcher also put
their efforts along with selected group of people so that proper information can be gained in
appropriate manner.
Secondary method – It is the type of data collection method which use prevision
information that are already available in any books, journals, magazines, newspapers, websites,
articles and many more. Apart from this there are many publications provided by central, state,
local governments as well as international bodies which utilize by researcher for collecting
graphics, statistical information, numerical etc.. Moreover, secondary data include numerous
reports that are prepared by scholars, universities, economists and so on. Apart from this, through
secondary data information can be gathered in easy manner as well as much funds are not
required by researcher. Along with this advantages, accuracy or reliability of gathered data will
be quite less (Tiago and Veríssimo, 2014).
Sampling – It is the group of some people who are selected from large number of
population for identifying their opinions on particular topic. This can be explained as to collect a
group of desired individuals from numerous people for asking needed questions related to the
topic. So that, opinion of every person will be gained from overall perspectives. For conducting
this research, random sampling method will be used by researcher for gathering data and
information.
In this research we are going to adopt primary method of qualitative research because
through this, organization can identify view point of customers towards new technology. All
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these information assist in providing detailed information to investigator in order to access them
on different segments. All these activities delivers quality information for further modifications
and changes.
TASK 2
P3
Research is a most specific techniques that assist in providing detailed information on
particular topic. For this researcher requires to identify most appropriate method that aid in
grabbing authenticate information based on realistic facts. For this research, primary method is
identified as most appropriate and beneficial because through this Oak cash and carry can
analyze customer's view point towards social media services.
Cost – While conducting a research, investigator requires to arrange funds properly in
order to spend money on research segments (Jussila Kärkkäinen and Aramo-Immonen, 2014). It
is a necessary aspect on which analyst needs to pay their maximum attention so that they can
fulfill research's need effectively.
Ethical consideration – This is the most important aspect of research because in this
investigator requires to keep confidentiality and honesty towards the data that they have been
collected for analysis. This is a required need that investigator keep their responsibility towards
the research in ethical manner. Furthermore, researcher needs to be assured that the information
that are going ask should not hurt personal sentiments of respondents. All these factors are
considered in ethical framework of research.
The questionnaire approach of primary method assist in providing realistic information to
investigator on the basis of their view points and personal experience.
QUESTIONNAIRE
Name:
Age:
Gender:
Q1) Are you familiar with the concept of Social media ?
a) Yes
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b) No
Q2) Does implementation of social media is beneficial for development and growth of Oak
Cash and Carry ?
a) Yes
b) No
Q3) What are the major advantages of using social media in small business enterprises ?
a) Connectivity with targeted clients
b) Enhance promotional activities
c) Improve business sales
d) All the above
Q4) Do you visit social media sites for getting information of any product ?
a) Yes
b) No
Q5) What is the most popular platform of social media ?
a) Facebook
b) Instagram
c) Twitter
d) All of above
Q6) Is social media provides satisfied information to you about any products or
organisational services ?
a) Yes
b) No
Q7) Which is the most suitable mode of advertisement on social media ?
a) Facts of products
b) Attractive videos of products
c) Images
Q8) Why Oak Cash and Carry needs to use social media ?
a) To promote products and services
b) To build connectivity with customers
c) To enhance sales and profitability
Q9) What can be the major challenges of social media ?
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a) Funds
b) Security threat
c) Network conditions
Q10) Any suggestion for the organisation..............................................................................
Q1) Are you familiar with the concept of
Social media ?
Frequency
a) Yes 20
b) No 10
Q2) Does implementation of social media is
beneficial for development and growth of
Oak Cash and Carry ?
Frequency
a) Yes 21
b) No 9
Q3) What are the major advantages of using
social media in small business enterprises ?
Frequency
a) Connectivity with targeted clients 7
b) Enhance promotional activities 7
c) Improve business sales 6
d) All the above 10
Q4) Do you visit social media sites for
getting information of any product ?
Frequency
a) Yes 20
b) No 10
Q5) What is the most popular platform of
social media ?
Frequency
10

a) Facebook 7
b) Instagram 7
c) Twitter 6
d) All of above 10
Q6) Is social media provides satisfied
information to you about any products or
organisational services ?
Frequency
a) Yes 18
b) No 12
Q7) Which is the most suitable mode of
advertisement on social media ?
Frequency
a) Facts of products 10
b) Attractive videos of products 10
c) Images 10
Q8) Why Oak Cash and Carry needs to use
social media ?
Frequency
a) To promote products and services 10
b) To build connectivity with customers 10
c) To enhance sales and profitability 10
Q9) What can be the major challenges of
social media ?
Frequency
a) Funds 5
b) Security threat 5
c) Network conditions 20
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P4
Analytical tools determine those methods that assisting to determine data findings for
further research analysis. On the basis of these techniques, investigator can analyze useful
information that helping in future perspectives. In this procedure, thematic analysis assist in
analyzing the collective data. In section of research, investigator interpret data on the basis of
customer's opinion. Findings from this data has been represented in graphical format. This
section consider primary research in which 30 respondents are selected for sampling.
Theme 1: Concept of social media
Q1) Are you familiar with the concept of
Social media ?
Frequency
a) Yes 20
b) No 10
Interpretation: From the above graphical representation it has been identified that customer are
familiar with the concept of social media. As out of 30 respondents, 20 are in its favor while 10
individuals are not. Now a days, most of the organizations uses these concepts in order to
promote their products and services easily. On the basis of social media platform, Oak cash and
carry can build direct connection with service users in order to maximize their product sales.
Theme 2: Benefits of social media in business development and growth
12
a) Yes b) No
0
5
10
15
20
20
10
Column C

Q2) Does implementation of social media is
beneficial for development and growth of Oak
Cash and Carry ?
Frequency
a) Yes 21
b) No 9
Interpretation: On the basis of above presentation, it has been analyzed that social media is a
beneficial tool that aid in the development of a business organisation. In this procedure, out of 30
candidates, 21 are thinks that same whereas 9 individuals are not. This concept can be a
beneficial aspect for the business growth of oak cash and carry. Through this organisation can
build direct connection with their services users.
Theme 3: Major advantages of using social media in small business enterprises
Q3) What are the major advantages of using
social media in small business enterprises ?
Frequency
a) Connectivity with targeted clients 7
b) Enhance promotional activities 7
c) Improve business sales 6
13
a) Yes b) No
0
5
10
15
20
25 21
9 Column C

d) All the above 10
Interpretation: As per the above graphs, it has been observed that major advantages of using
social media in a small business firm is connectivity, promotional advantages and enhancement
of business sales. For this in between 30 respondents, maximum 10 are in the favor of all these
advantages.
Theme 4: Customer's interaction with social media sites for getting information
Q4) Do you visit social media sites for getting
information of any product ?
Frequency
a) Yes 20
b) No 10
14
7
7 6
10
a) Connectivity with
targeted clients
b) Enhance promotional
activities
c) Improve business
sales
d) All the above

Interpretation: On the basis of mentioned presentation, it has been analyzed that between 30
respondents, 20 individuals are thinks that they visit social media for getting information of new
products and services whereas 10 respondents are not thinks the same. This a most common
platform for customers on which maximum organizations provides information regarding their
new as well as existing products. For Oak cash and carry, it can be beneficial approach of
promotion.
Theme 5: The most popular platform of social media
Q5) What is the most popular platform of
social media ?
Frequency
a) Facebook 7
b) Instagram 7
c) Twitter 6
d) All of above 10
15
a) Yes b) No
0
5
10
15
20
20
10
Column C

Interpretation: On the basis of above graphical representation it has been identified that
Facebook, Instagram and Twitter are most popular platform of social media. In this procedure,
out of 30 respondents, 10 are voted for all of above. Oak cash and carry can provide detailed
information of their products on these social media platform. Through this, they can build direct
connection with target users. These is a most impact-full and cost friendly technique.
Theme 6: Information about products and services
Q6) Is social media provides satisfied
information to you about any products or
organisational services ?
Frequency
a) Yes 18
b) No 12
16
a) Facebook
b) Instagram
c) Twitter
d) All of above
0 1 2 3 4 5 6 7 8 9 10
Column C

Interpretation: On the basis of above graphs, it has been analyzed that social media provides
satisfied information to their customers about any organisation and their products. In this
process, out of 30 respondents, 18 are voted in its favor while 12 are in its against. Social media
techniques are very popular now a days because most of the organizations are conducted
marketing and promotional activities on its platform.
Theme 7: Most suitable mode of advertisement on social media
Q7) Which is the most suitable mode of
advertisement on social media ?
Frequency
a) Facts of products 10
b) Attractive videos of products 10
c) Images 10
17
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
18
12
Column C

Interpretation: From the above graphs, it has been analyzed that customers are more likely to
analyzing facts of products and view Images as well as Attractive videos of products. These
kind of aspects assist in providing detailed information to customer of organizational things. In
this process, out of 30 candidates maximum 10 are voted for each aspect. The weight of these
approach is common for each segment.
Theme 8: Requirement of social media in Oak cash and carry
Q8) Why Oak Cash and Carry needs to use
social media ?
Frequency
a) To promote products and services 10
b) To build connectivity with customers 10
c) To enhance sales and profitability 10
18
0
1
2
3
4
5
6
7
8
9
10
10
a) Facts of products
b) Attractive videos of
products
c) Images

Interpretation: On the basis of above graphical representation it has been observed that Oak
cash and carry requires to use social media technology in order to promote their products and
services, building long term customer relationships as well as to enhance business sales. In this
procedure, out of 30 respondents, maximum 10 are in the favor of each aspect.
Theme 9: Major challenges of social media
Q9) What can be the major challenges of
social media ?
Frequency
a) Funds 5
b) Security threat 5
c) Network conditions 20
19
a) To promote products and services
b) To build connectivity with customers
c) To enhance sales and profitability
0 1 2 3 4 5 6 7 8 9 10
Column C

Interpretation: As per the above graphical representation it has been analyzed that major
challenges of social media can be network condition, security threat and funds. Out of 30
candidates maximum 20 are thinks that network condition can be a major challenging factor for
social media. Other respondents thinks that security and funds also can be a threats of these
digital platforms. Therefore Oak cash and carry requires to make strategic plannings to face
numerous challenges easily.
TASK 3
P5
This research can be most beneficial for Oak cash and carry because through this
organisation can identify benefits and challenges of social media that can affect on
organizational activities. This research assist in determining concept of social media in the
context of business organisation and customer behavior. Major outcomes of this research has
determine below as -
20
5
5
20
a) Funds
b) Security threat
c) Network conditions

 Benefits of social media – Social media is a most effective promotional platform on
which several organisation conducts their marketing activities effectively. Major
advantage of this procedure is that through this organisation can get connected with their
customers. Through this, firm can maximize their sales and profitability easily.
Promotional techniques through social media can be conducted through cost friendly
practices because this platform consumes less cost but provide higher benefits. This is the
only reason that most of the organisation are more likely toward social media marketing
concept. One most beneficial aspect of social media is that international customers can
order their choice of products on organisation's website and if it is possible than firm can
deliver them to customers easily.
 Drawback of social media - Now a days, each and every business organisation conducts
their business activities through social media platform (Soand et. al., 2016). Therefore, it
create confusion for user to identify more beneficial products among several. On the
other hand, social media has less availability of resources, so it is hard for each
organisation to contains several activities at a single time.
These are the major aspect of this research that determine effectively while analyzing
several factors. Through this research procedure, organisation can get opinion and view point of
their customers who are familiar with its services. These kind of activities assist in providing
information regarding future changes and modifications.
TASK 4
P6
In order to gathering data for this research, quantitative method in which primary
research has been identified as most appropriate and authentic (Tiago and Veríssimo, 2014).
Main reason behind this is, through this investigator can classify information on the basis of age
and gender of respondents. These kind of activities assist in making positive changes in
organizational products and services. Primary research of this method assist in determining fresh
information by existing respondents. These individuals can be those who are friendly with the
services of organisation or interested to get new experience. In order to meting research
objective, primary method identify as more effective and beneficial as well. Primary method
contains numerous approaches in which questionnaire provides exact information to investigator.
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Through this, Oak Cash and Carry can grab maximum information through different
respondents. These information can be beneficial for firm because through this they can identify
aspects that requires maximum changes and modifications as well. Secondary method of data
collection also provides detailed information on specific topic bur the data of this research bases
on historical values that determines in books, journal and articles. So for firm, it is hard to find
values of services and customer's taste as well as it could not be worth full for existing services.
P7
In order to conducting this research in same manner, investigator can use interview
approach rather than questionnaire because both methods assist in providing fresh data to
researcher. But major disadvantage of questionnaire methods is that it consumes maximum time
of both investigator and respondents because analyst can get information by asking questions
from individuals. Interview approach is requires for proper session in which investigator needs to
determine each objective to their respondents in detailed manner. Therefore, it also can be a
expensive methods and these are conducted by large scale organizations rarely. Thus, Oak cash
and carry is a small scale organisation so for them questionnaire can be a most beneficial and
appropriate. Through this, firm can implement new changes for future success and growth.
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