Arden University: E-Marketing Impact on Consumer Decisions

This document presents a dissertation ethical approval form submitted by a student at Arden University, focusing on the impact of e-marketing on consumer purchase decisions within the retail industry. The study aims to identify the influence of e-marketing strategies, such as websites and email marketing, on consumer behavior and decision-making processes. It explores industry trends and employs both primary and secondary data collection methods, including online surveys and literature reviews, to gather insights into consumer perspectives and the effectiveness of various e-marketing techniques. The research anticipates findings related to the social cognitive theory, the relationship between consumer behavior and purchase decisions, and recommendations for retail organizations to optimize their e-marketing approaches. The student's proposal outlines the research methods, expected outcomes, and ethical considerations, including participant recruitment, data security, and informed consent, ensuring the study adheres to ethical guidelines.

Dissertation Ethical Approval Form
The purpose of this form is to ensure that the investigation you are commencing is
appropriate in terms of scope and ethics. Before submitting please ensure that you have
read Arden University Ethics Policy and the Guidelines for Completing the Student Research
Proposal Form.
Under no circumstances should the recruitment of participants begin until written
approval (usually by email) is received from the Arden Ethics Panel. Failure to obtain
ethical approval will result in you being unable to submit your work.
By submitting this form you are confirming that
(a) You have read Arden University’s Policy on Ethics
(b) You have read the Guidelines for Completing the Student Research Proposal Form
(c) You have completed this form fully and appropriately
(d) You have the necessary skills and competencies to carry out the investigation
(e) You have the necessary consent from any relevant organisation or agency (e.g., their
employer) to carry out this investigation
Your name on this form and subsequent submission will be regarded as your electronic
signature.
If your investigation involves the use of human participants, you MUST append at the end of
this file:
(a) Participant Information Sheet and Consent Form
(b) Any materials used (see later section)
(c) Debrief Sheet
Where no external contract exists, Arden University asserts ownership of primary data
generated in the course of research undertaken by researchers in its employment and by
registered students. Where research is carried out under a grant or contract, the terms of
the agreement will determine ownership and rights to exploit the data.
1. Student’s Details
Full Name
(family name last)
Student Number

Email address
Contact address
Telephone number
2. Programme Details
Level of Study 6 / 7
Programme
Module Name and Code
Supervisor Name
Supervisor Email Address
3. Proposed Research
Project Working Title To identify the impact of E marketing on consumer purchase
decision making. A case study on retail industry.
Project Summary (maximum: 250 words)
A brief summary of the project, including the context and rationale.
The study is about on how e marketing is impacting on consumer decision in retail
industry. it provides a brief overview of industry as well as marketing trends influence
on consumer decision. Furthermore, primary data will be gathered from customers to
get insight of their views and opinions.
Context – In recent times, internet is highly impacting on business world. it has provided
a platform for companies to use social media and other methods and techniques to
market and advertise products and services. so, they are easily able to directly
communicate with customers. e marketing is concept is using website, e mail, etc. to
attract people. in retail sector it has highly impacted on consumer purchase decision.
This is because of emerging market trends. Thus, the main context of research is to
identify impact of e marketing on consumer purchase decision making. Also, it objective
is to analyse trends in e marketing.
Rationale – this study will find out the positive as well as negative impact of e
marketing on consumer purchase decision making. Also, it will help in analysing the
factors or drivers due to which consumer changes their decision. Moreover, research
will provide data and information about different stages of decision making and how
each stage is been impacted. However, what types of e marketing methods are used by
retail industry to influence purchase decision.

Research Method (maximum: 500 words)
Explain the principle methods you will use (e.g. online survey, observation, interviews),
data selection and collection (e.g. online forums, social media sites, face to face – and
name them e.g. LinkedIn), and your rationale for your choices.
In order to conduct research, it is necessary to use specific research methods so that
study is completed in systematic way. also, it enables user to identify that what methods
are been used. Besides that, the data needs to be gathered using relevant and
appropriate sources. This allows in collecting precise and accurate data.
Data collection – Data must be collected in an appropriate way so that accurate results can be
obtained. The overall research aim and objectives depend on how data is collected. The
researcher has to gather precise data and information from various available resources. Data
collection is a process in which information is used from other related sources to search
answers of problems and examine the results. It can be divided into two parts: primary and
secondary data. Primary data collection includes two sub parts i.e. quantitative and qualitative
research methods. Quantitative methods are mainly supported by formats or mathematical
calculations. It includes questionnaire, interviews, surveys, focus groups, etc. In interviews,
direct questioning is there from the interviewer to the respondent. In focus groups, a group of
people is targeted whose issues are concerned. Questionnaire is widely used by researchers for
data collection. Here, quantitative method is used in primary data for the present research. This
is a suitable and convenient method to gather information from a wide range of population.
In the dissertation both secondary and primary data collection methods are taken to gather data.
the secondary data will be gathered through journals, articles, etc. also, the scholar will collect
primary data through online survey and for this it will use questionnaire.
These both methods are taken because the secondary data will give brief description of e
marketing methods used in retail industry. also, it will be easy to gather secondary data
from articles and journals by searching it on database and internet. Furthermore, for
primary method online survey is taken because it will be easy to conduct survey as cost
and time taken is less as compared to other methods. For survey questionnaire is used
because it will provide only precise and accurate data. so, on basis of it, data will be easily
interpreted and relevant outcomes are obtained. In this way, aims and objectives of
research is achieved.
Research Outcomes (maximum: 250 words)
Outline what you expect to achieve from the research (e.g. testing a new concept,
develop an intervention, recommendations for your organisation)
From this study it will be easy to find out that how e marketing is impacting on consumer
purchase decision. Also, it will reflect on social cognitive theory and how it impacts on
behaviour of consumer. Beside that, the research will be useful in defining relationship
between consumer behaviour and purchase decision. It means it will show that how

purchase decision is influenced due to change in behaviour and how it impacts others as
well.
Moreover, the study will relate different things related to consumer such as their
preference, choices, budget, etc. and how it impact on behaviour that result in change in
purchase decision. So, it will be easy to relate things between all these elements and
factors.
At last research will provide some recommendations as well to retail organisation that
what methods or techniques can be used by them to attract customers and retain them.
Furthermore, it will also give suggestions regarding use of e marketing tools and how it
can be useful in influencing customer behaviour. In addition, study will provide data and
information about factors or drivers which is impacting on purchase decision. Therefore,
companies should be able to find out those factors and analyse it in more depth to get
better understanding.
Planned Start Date
Planned End Date
Date Proposal Completed

4. Declaration:
Please type the word YES in ONE of the following
A. This investigation will involve the collection of data from human
participants
A
B. This investigation will NOT involve the collection of data from human
participants but will require permission from an external organisation
B
C. This investigation will NOT involve the collection of data from human
participants, though it may collect data about individuals from
published matter (e.g., previously published interviews or behavioural
data)
Yes
C
IMPORTANT:
If you typed YES in Box A then please complete all sections of this form
If you typed YES in Box B then answer question 4b and submit the form, do NOT complete
any other sections
If you typed YES in Box C then submit the form as it is and do NOT complete any other
sections
4b. Details of External Organisation
You indicated that you require permission from an external organisation. Please
indicate the name of the organisation, the nature of the permission you require, and
the expected date at which you will obtain this. Please note that you will need to
submit a letter on headed note paper or a formal email trail from the relevant parties.
5. Human Participants
What are the main demographics of the
sample?
(e.g., age, gender, and so on)
How will participants be recruited
(e.g., from where and how will they be
asked or invited)?
What will be the target sample size?
(Indicate the numbers in any subgroups,
such as number of males, number of
females, etc)
How was the sample size determined?

6. Key Question Checks: Type the word YES or NO
6.1 Is there any reason why you cannot provide an information sheet?
6.2 Is there any reason why participants will not be asked to sign a consent form?
6.3 Is there any reason participants will not be informed of how their data will be
used?
6.4 Will participants be informed the research is not mandatory (and therefore
voluntary)?
6.5 Is there any reason why participants will not be able to withdraw at any time
if they wish?
6.6 Is there any reason why participants will not be able to omit any question that
they don’t want to answer or any part of the task that they do not wish to do?
6.7 Are you using an external research instrument or validated scale (e.g. survey
or psychometric)?
6.8 Will your research involve online data collection?
6.9 Will you be using survey software (e.g. Survey Monkey, BOS)
6.10 Is there any reason why the participants’ data cannot be kept completely
secure and confidential?
6.11 Are you dealing with sensitive data (e.g. personal data, organisation data,
those with vulnerable groups)?
6.12 Is there any reason that the data will not be destroyed within 3 years of the
end of the project?
6.13 Is your research dependent upon ethical approval or other form of consent
from another organisation?
6.14 Does the study require DBS (Disclosure and Barring Service) checks?
6.15 Will the investigation involve contact with ANY of the following:
 Students or staff from Arden University
 Students or staff from another educational institution
 Persons under 18
 Adults who are unable to give consent for themselves
 Prisoners or those remanded in custody or on bail
 Young offenders
 Anyone in a subordinate role to that of the researcher
 Anyone who has a dependent relationship with the researcher (e.g., those
in care homes, etc)
 Other vulnerable groups
6.16 Will the investigation require the co-operation of a gatekeeper to access

participants (e.g., teacher, self-help group leader, nursing home director, parent
or guardian)?
6.17 Will deception be necessary (i.e., deliberate withholding of information that
could have caused participants to decline to participate had they been given the
information beforehand)?
6.18 Is there a significant risk that participants may disclose the harming of others
or harming of themselves?
6.19 Will the investigation involve discussion or presentation of images or
information of a sensitive nature (e.g., sexual activity, illegal activity, drug use,
disturbing images, and so on)?
6.20 Will drugs, placebos, food, alcohol, nicotine, vitamins, or other substances
be administered to participants?
6.21 Will the investigation involve invasive, intrusive, or potentially physically
harmful procedures?
6.22 Will blood or tissue samples be obtained from participants?
6.23 Will pain or any discomfort for the participants be likely to result from the
investigation?
6.24 Will the researcher be exposed to any conditions that may be distressing or
harmful or present any conceivable personal risk?
6.25 Will participants face any risk (e.g., physical, psychological, social, legal, or
economic) in taking part in this research?
6.26 Are payments or incentives being offered to participants?
For each question where you have answered YES to, please provide a justification and
details below. You must address all questions to which you answered YES to and ONLY
those.
7. Details of Answers to Key Questions
Question number Your justification and details
SUPERVISOR USE ONLY

8. Please ensure all areas below are met
A. Is your student carrying out PRIMARY or
SECONDARY research?
B. Are all documents included if needed (not
required if Secondary Research):
 Participant Information Sheet and
Consent Form
 Company Approval Letter
 A copy of any questionnaires being
used
 Debrief Sheet
I am satisfied that all requirements for this form have been met and all ethical
consideration has been duly given.
Signed: ……………………………………… (Supervisors Signature) Date: ..………………………....
Signed: ……………………………………… (Module Leader’s Signature) Date: ………………………...