Factors Driving Profitability in FMCG: Ethical Approval Application

This document presents a student's application for ethical approval for a research project focused on identifying the factors that drive profitability within the Fast-Moving Consumer Goods (FMCG) industry in the UK. The research aims to analyze the financial performance of five major FMCG companies: Unilever, Nestle, Kraft Foods, P&G, and Johnson & Johnson. The study intends to determine operational performance, evaluate financial positioning, and assess influential factors affecting profitability. The research questions guide the investigation, focusing on measuring operational performance, analyzing financial positioning, and identifying profitability drivers. The methodology involves a positivism philosophy, exploratory design, and inductive approach, primarily utilizing secondary data from company records and governmental reports. The research is located in the UK and does not involve overseas research or any activities listed in Section F that would increase the ethical risk. The application details the research's purpose, methods, and ethical considerations to ensure the study adheres to ethical guidelines and minimizes potential risks.

APPLICATION FOR ETHICAL APPROVAL
In order for research to result in benefit and minimise risk of harm, it must be conducted
ethically. A researcher may not be covered by the University’s insurance if ethical
approval has not been obtained prior to commencement.
The University follows the OECD Frascati manual definition of research activity: “creative work
undertaken on a systematic basis in order to increase the stock of knowledge, including
knowledge of man, culture and society, and the use of this stock of knowledge to devise new
applications”. As such this covers activities undertaken by members of staff, postgraduate
research students, and both taught postgraduate and undergraduate students working on
dissertations/projects.
The individual undertaking the research activity is known as the “principal researcher”.
Ethical approval is not required for routine audits, performance reviews, quality assurance
studies, testing within normal educational requirements, and literary or artistic criticism.
Please read the notes for guidance before completing ALL sections of the form.
This form must be completed and approved prior to undertaking any research activity.
Please see Checklist for details of process for different categories of application.
SECTION A: About You (Principal Researcher)
Full Name:
Tick all boxes
which apply:
Member of staff: Student: X Honorary research fellow:
Faculty/School/Centre:
Campus:
E-mail address:
Contact Telephone Number:
For students:
Student Number: Undergraduate
Programme of Study: Taught
Postgraduate X
Director of Studies/Supervisor: Research
SECTION B: Approval for Research Activity
Has the research activity received approval in principle?
(please check the Guidance Notes as to the appropriate approval process
for different levels of research by different categories of individual)
YES X NO
If Yes, please indicate source of
approval (and date where known): Research Degrees Committee
Faculty Research Committee
Other (write in)
Approval in principle must be obtained from the relevant source prior to seeking ethical approval.
October 2016 1
Ethical Approval Form v4

SECTION C: External Ethical Guidance Materials
Please list the core ethical guidance
documents that have been referred to during
the completion of this form (including any
discipline-specific codes of research ethics,
and also any specific ethical guidance relating
to the proposed methodology). Please tick to
confirm that your research proposal adheres to
these codes and guidelines.
SECTION D: External Collaborative Research Activity
Does the research activity involve collaborators outside of
the University? YES NO X
If Yes, please
provide the name
of the external
organisation and
name and
contact details for
the main contact
person:
Institution
Contact person name
Contact person e-mail address
Where research activity is carried out in collaboration with an external organisation
Does this organisation have its own ethics approval system? YES NO
If Yes, please
attach a copy of
any final approval
(or interim
approval) from
the organisation
SECTION E: Details of Research Activity
Indicative title:
Factors driving
profitability in the
FMCG 'fast moving
customer goods'
industry (Unilever,
NESTLE, CRAFTS
FOOD, P&G, Johnson
& Johnson )
Proposed start date: Proposed end date:
Purpose of research
October 2016 2
Ethical Approval Form v4

activity (including
aims and objectives)
Outline the purpose,
aims and objectives of
the research activity,
including key research
questions. Show briefly
how existing research
has informed the
proposed activity and
explain what the
research activity will add
and how it addresses an
area of importance.
(Maximum 300 words)
A prime intent of this
study is “To determine
the factors that drives
profitability in the
FMCG industrial sector-
A study on five FMCG
giants of UK named
Unilever, NESTLE,
KRAFTS FOOD, P&G
and Johnson &
Johnson”. It will be
done by analysing the
financial data of all
these five selected
companies to carry out a
comparative survey for
determining the main
drivers of profitability.
It is thereby
accompanied by some
well defined objectives
to give a guiding base to
the surveyor to conduct
this survey with an
ultimate achievement of
its targeted goals. Below
outlined are the
undertaken objectives of
this investigation-
 To analyse the
operational
performance of
the FMCG
industries in
UK as a way of
ascertaining
their
October 2016 3
Ethical Approval Form v4

profitability.
 To evaluate the
financial
positioning of
the
organisations
operating in
FMCG sector
namely
Unilever,
NESTLE,
KRAFTS
FOOD, P&G
and Johnson &
Johnson in
terms of their
liquidity and
solvency.
 To critically
assess those
influential
factors that
drive
profitability in
FMCG
organisations.
 To recommend
some efficient
measures by
which the
FMCG
organisations
can tend to
enhance their
profitability
agenda with
some more
impelling
factors.
It is therefore on the
basis of the above
intended aims and
objectives, below are the
framed research
questions that will
provide a guiding base
to the researcher for
carrying out a
directional study-
 How the
October 2016 4
Ethical Approval Form v4

operational
performance of
FMCG industries
in UK can be
measured for
idemtifying their
profitability?
 What is the
financial
positioning of
the organisations
operating in the
FMCG sector
with a special
context of
Unilever, Nestle,
Krafts food,
P&G and
Johnson &
Johnson in terms
of
acknowledging
both their
liquidity and
solvency
position?
 What are the
factors that
directly impacts
upon the
profitability of
FMCG
organisations?
All the above mentioned
segments are apparent to
assist into the attainment
of this investigation's
actual goal where all of
these are evident to
provide a directional
base to the surveyor for
the completion of this
study on time. Also, this
research plan has
depicted an important
consideration of
profitability where
discovering such factors
that drives the profits
are referred to be the
foremost concern of
October 2016 5
Ethical Approval Form v4

almost all sort of
organisations. With
reference to which, the
above mentioned aims,
objectives and research
questions of this
research work are
proven to address the
prime area of
importance.
Proposed methods
Provide a brief summary
of all the methods that
may be used in the
research activity,
making it clear what
specific techniques may
be used. If methods
other than those listed
in this section are
deemed appropriate
later, additional ethical
approval for those
methods will be needed.
(Maximum 600 words)
This is to exhibit the
chosen methodology of
investigation that has
been undertaken by the
researcher to carry out
the present survey.
Wherein, it is conducted
to determine such
impulsive factors that in
turn drives the
profitability of the
organisations operating
in the industrial sector
of FMCG. For which,
the surveyor is hereby
required to opt some
pertinent measures that
will be applicable to
study the current subject
matter based upon five
distinct companies.
Also, here the
investigator is required
to carry out a ratio
analysis of all these
October 2016 6
Ethical Approval Form v4

firms by closely
scrutinizing their fiscal
data. This reflects a vital
requisition of selecting
such analytical tools that
are thoroughly
applicable to this
consideration and will
apparently aid in
accomplishing the
stipulated aims and
objectives of this study.
In context to which, the
surveyor to carry out the
present research work is
referring to opt
positivism philosophy of
investigation where the
entire study will be
based on scientific
research.
Secondly, the
current survey will also
represent an exploratory
design where there will
be more exploration of
the company's financial
data. Apart from this, an
inductive approach will
be undertaken here to
conduct a study starting
from a specific context
of ratio analysis to a
general context of
finding the factors
driving profitability in
FMCG industrial sector.
Lastly, a leading stress
has been given to
secondary data
collection where liable
information about the
company will be
gathered from company
records and
governmental reports,
etc. It is however with a
foremost consideration
of scrutinizing some pre
established data
interpreted from verified
sites based upon some
October 2016 7
Ethical Approval Form v4

previous research work.
October 2016 8
Ethical Approval Form v4

Location of research activity
Identify all locations where research activity will take place.
This research has been taken place in United Kingdom (UK).
Research activity outside of the UK
If research activity will take place overseas, you are responsible for ensuring that local ethical
considerations are complied with and that the relevant permissions are sought. Specify any local
guidelines (e.g. from local professional associations/learned societies/universities) that exist and
whether these involve any ethical stipulations beyond those usual in the UK (provide details of any
licenses or permissions required). Also specify whether there are any specific ethical issues raised
by the local context in which the research activity is taking place, for example, particular cultural
sensitivities or vulnerabilities of participants.
No overseas research has been conducted.
SECTION F: Scope of Research Activity
Will the research activity include:
YES NO
Use of a questionnaire or similar research instrument?
Use of interviews?
Use of diaries?
Participant observation with their knowledge?
Participant observation without their knowledge?
Use of video or audio recording?
Access to personal or confidential information without the participants’ specific
consent?
Administration of any questions, test stimuli, presentation that may be
experienced as physically, mentally or emotionally harmful / offensive?
Performance of any acts which may cause embarrassment or affect self-esteem?
Investigation of participants involved in illegal activities?
Use of procedures that involve deception?
Administration of any substance, agent or placebo?
Working with live vertebrate animals?
If NO to every question, then the research activity is (ethically) low risk and may be exempt from
some of the following sections (please refer to Guidance Notes).
If YES to any question, then no research activity should be undertaken until full ethical approval
has been obtained.
October 2016 9
Ethical Approval Form v4

SECTION G: Intended Participants
Who are the intended participants:
YES NO
Students or staff at the University?
Adults (over the age of 18 and competent to give consent)?
Vulnerable adults?
Children under 18?
Prisoners?
Young offenders?
Those who could be considered to have a particularly dependent relationship
with the investigator or a gatekeeper?
People engaged in illegal activities?
Others (please identify):
Participant numbers and source
Provide an estimate of the expected number of participants. How will you identify participants and
how will they be recruited?
This investigation was based upon secondary sources of data and hence involved no such participant
bodies in it.
Information for participants: YES NO N/A
Will you describe the main research procedures to participants in
advance, so that they are informed about what to expect?
Will you tell participants that their participation is voluntary?
Will you obtain written consent for participation?
Will you explain to participants that refusal to participate in the
research will not affect their treatment or education (if relevant)?
If the research is observational, will you ask participants for their
consent to being observed?
Will you tell participants that they may withdraw from the research
at any time and for any reason?
With questionnaires, will you give participants the option of
omitting questions they do not want to answer?
Will you tell participants that their data will be treated with full
confidentiality and that, if published, it will not be identifiable as
theirs?
Will you debrief participants at the end of their participation, in a
way appropriate to the type of research undertaken?
If NO to any of above
questions, please give
an explanation
This is due to the
secondary nature of
this research work
where all the data have
been collected from
secondary data sources
October 2016 10
Ethical Approval Form v4

and hence did not
considered the
involvement of any
direct participant.
October 2016 11
Ethical Approval Form v4

Information for participants: YES NO N/A
Will participants be paid?
Is specialist electrical or other equipment to be used with
participants?
Are there any financial or other interests to the investigator or
University arising from this study?
Will the research activity involve deliberately misleading
participants in any way, or the partial or full concealment of the
specific study aims?
If YES to any question,
please provide full
details
(this box should expand as
you type)
October 2016 12
Ethical Approval Form v4