Business Research Project: Impact of Digital Technology on Activities

This business research project investigates the impact of digital technology on business activities, specifically focusing on a case study of Marriott Hotel UK. The research aims to determine how digital technology influences marketing strategies, customer base, sales, and profitability. The project employs a deductive approach, utilizing both primary and secondary research methods, including questionnaires and reviews of existing literature. The findings from the employee questionnaires reveal insights into the effectiveness of current technologies, the benefits of technology for improving worker performance, and the positive impact of digital technology on business operations and productivity. The research also examines the role of training in the effective use of digital tools and the delivery of high-quality services to customers. The project includes an introduction with research aims, objectives, and methodologies, a literature review, a detailed methodology section, data collection and analysis, conclusions, recommendations, and a personal reflective statement.

Business Research
Project

Contents
Research Title..................................................................................................................................1
Chapter 1: Introduction....................................................................................................................1
P1. Produce a research proposal that clearly defines a research question supported by a
literature review...........................................................................................................................1
Research aim and objectives........................................................................................................1
Reason for choosing the research project....................................................................................1
Research approach and methodologies........................................................................................2
Activities and timescales..............................................................................................................2
Chapter 2: Literature Review...........................................................................................................3
Literature Review.........................................................................................................................3
Chapter 3: Research Methodology...................................................................................................4
P2. Appropriate research methods and approaches to primary and secondary research.............4
P3 Conducting primary and secondary research through use of appropriate research methods. 5
Chapter 4: Data Collection and Analysis.........................................................................................8
P4. Appropriate analytical tools, analyse research findings and data..........................................8
Chapter 5: Conclusion and Recommendations..............................................................................15
P5. Communication of research outcomes.................................................................................15
P7 Considering alternative research methodologies..................................................................16
Chapter 6: Personal Reflective statement......................................................................................16
P6. Reflection on effectiveness of research methods.................................................................16
REFERENCES..............................................................................................................................18

Research Title
Impact of digital technology on business activities
Chapter 1: Introduction
P1. Produce a research proposal that clearly defines a research question supported by a literature
review
The rate of competition among companies in this modern world is raising at tremendous
rate. This is providing customers with the opportunity of have wider choice of products and
services (Lai, 2011). There are certain set of preferences that are carried out by people before
purchase decisions are taken. Main focus of the research is to determine the impact of technology
on raising customer base for a particular selected firm.
Research aim and objectives
Aim: To determine the impact of digital technology on marketing department: A study on
Marriott Hotel UK.
Objectives:
 To analyse the concept of digital technology
 To identify the strategies applied in marketing through digital technology at Marriott
hotel UK.
 To evaluate the impact of digital technology on raising sales and profitability of Marriott
hotel UK.
 To recommend promotional strategies to attract customers through digital technology for
Marriott hotel UK.
Reason for choosing the research project
There are various reasons due to which this topic is selected. With this respect, one of the
reasons for this aspect is personal interest. I always wanted to develop my understanding towards
the strategies that are applied by businesses to attract customers so that their sales and
profitability can be raised. Another reason is that the research will be helpful for developing my
future career.
Research approach and methodologies
Various types of strategies, approaches, etc. are applied in research methodologies that
are helpful enough to conduct the research in an appropriate manner. As per the research
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approaches, the researcher will make use of deductive as it enables to cover general aspects then
to specific topic (Neuman, 2013). Further, both primary and secondary methods will be applied
for gathering information; primary through questionnaire and secondary through books, journals,
online sources, etc.
Activities and timescales
Activity 1st
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Finding
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Literat
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Carryin
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Chapter 2: Literature Review
Literature Review
According to Taylor, Fritsch and Liederbach, (2014) advancement of technology has
helped in improving the quality of services that are delivered by the firm. On frequent basis, the
rate of taste and preference of customer changes. It is important for the firm to make use of
improved or new technology so that rate of satisfaction can be raised. As per Bell, Bishop and
Przybylski, (2015) employees are the one who have direct interaction with customers. There are
certain set of roles that has to be played by them. When they fail to perform their roles in an
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effective manner, then it has negative impact over the business. When implementing any type of
change with regard to technology, there are issues faced by the company. In this context, all the
workers may not be in favour of accepting the change. New technology makes management to
hire or train people so that they are able to make use of them in an effective manner.
Chapter 3: Research Methodology
P2. Appropriate research methods and approaches to primary and secondary research
There are different methods, approaches and strategies that are applied so that research
aim and objectives can be attained. In this context, research methodologies consist of systematic
analysis made so that information can be gathered and appropriate outcome can be determined.
Following are the research methodologies that will be used:
Research philosophy: There are various sources through which information related with
the research topic can be gathered (Neuman, 2013). With this respect, there are mainly two types
of research philosophies which are interpretivism and positivism. Among these, the researcher
will make use of both the types as it enables to focus on the aim and objectives in an effective
manner.
Research approach: There are two ways that enables to present the research. These are
deductive and inductive, both these have their own set of importance (Taylor, Bogdan and
DeVault, 2015). The researcher will make use of inductive approach as it focuses on the
information gathered from specific to general and helps the viewers to understand the topic
efficiently.
Research design: This is the way that makes researcher to focus on step by step aspects
that has to be covered so that the viewers are able to analyse the questions and to determine
outcome for the research. These are of three types which are descriptive, exploratory and
experimental. The investigator will make use of descriptive research design.
Data collection: It is required for the investigator to gather information and this is done
through primary and secondary methods (Neuman and Robson, 2014). Among these, the
researcher will make use of both these methods. Primary through questionnaire and secondary
with the help of books, journals, online sources, etc.
Data analysis: Analysis of data is possible by making use of two different methods which
are qualitative and quantitative. Among these, the investigator will make use of qualitative
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method. More specifically, thematic analysis will be used as it helps to present the information in
form of tables, charts, graphs etc. (Cammarota and Fine, 2010).
P3 Conducting primary and secondary research through use of appropriate research methods
In order to conduct the research, there are various types of research methodologies
applied and these methods, strategies, etc. are as follows:
Research philosophy: These are considered to be the belief related with the analysis and
collection of information. In other words, these are the sources of learning and knowledge. For
the process of research methods, this is the first one that comes in the Saunder’s onion (Hunleth,
2011). Mainly, these are of four types which are realism, interpretivism, pragmatism and
positivism. In accordance with the present study on Marriott hotel, the researcher has made use
of both interpretivism and positivism. Main reason due to which these two philosophies are
selected as it helps to gain factual information. In other words, it focuses on facts regarding the
research topic. Implementation of digital technology is analyzed and considering the findings
made. More specifically, positivism is chosen as it helps to gather information on the basis of
observation. On the other hand, interpretivism is selected as it enables to access the interpreting
elements of the study.
Research design: This is a type of research method that is helpful enough to provide data
about the strategies that have to be adopted by investigator for coherent and logical integration
for various types of components of study. These are of three types which are explanatory,
descriptive and exploratory. In the present study of Marriott hotel, investigator has made use of
descriptive research. This is selected as research design as it enables to focus on depicting
participants in acute manner (Miller, Birch and Jessop, 2012). Other than this, it also helps to
determine the characteristics of phenomenon that is being studies. In accordance with the
descriptive study, there are three different types of methods involved which are observation,
survey and case study. This type of method is selected so that is help to adopt suitable strategies
to carrying out the research. This way, it enables to focus on the digital technology of cited firm.
Research Approach: In accordance with this type of method, there are different ways that
can be used by the researcher to present the information (Gale, Heath and Redwood, 2013).
Selection of this type of method is done so that viewers are able to understand the information
presented and it is selected as preference of the investigator. These methods are of two types
which are inductive and deductive. Inductive are those that enable to present the information
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from specific to general. On the other hand, deductive is used in which the information gathered
is presented from general to specific. Among these types of research approaches, the investigator
has made use of inductive approach in which information is provided in specific aspect and then
general data about the research topic is provided (Tong, Flemming and Craig, 2012). With the
help of specific observation, the use of digital technology that is applied by the cited firm that is
Marriott hotel is analysed and presented.
Data Collection: In order to focus on the research information of the data related with the
topic. It is possible when researcher has selected most appropriate information for gathering
information (Smith, Devane and Clarke, 2011). In this process, there are two methods which are
primary and secondary. Primary is considered to be the method through which data is gathered
for the first time. There are tools like observation, questionnaire, etc. On the other hand,
secondary information is gathered from the side of other researchers who have focus on similar
research topic. There are tools like books, online sources, journals, etc. Among these two, the
researcher has made use of both these methods. More specifically, primary method is selected
with the help of questionnaire and secondary by making use of online sources, books, article’s,
etc. Gathering of information enable to provide in depth understanding for the research and thus
it makes viewers to understand the sources that are used of gather information (Davies, 2010).
With the help of these two methods, the researcher has aimed at considering the sources for the
digital technology that can be used by Marriott hotel in an effective manner.
Sampling: To gather information, it is required to select the sample size that will be
effective enough for which respondents who have proper information about the topic can be
selected. These are of two types: probabilistic and non probabilistic sampling. Probabilistic
sampling is determined to be randomly selection of respondents in which all the samples in the
groups has equal chances of being selected (Anderson, Adey and Bevan, 2010). On the other
hand, non probabilistic sample is considered to be selection of samples done as per the
preference of investigator. The samples selected are properly analysed and researcher selected
them as they have proper information about the research topic. Among these two, the researcher
has made use of non probabilistic sampling. More specifically, employees of Marriott hotel are
taken into consideration as they are suitable sources to provide in depth information.
Data analysis: When gathering of information is over, then it requires to have selection
of effective method to be done so that interpretation of the gathered data is possible. In this
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context, there are two methods which are qualitative and quantitative (Neuman, 2013).
Quantitative method focuses on considering the statistical tool that helps to provide data in which
comparison of information is done. On the other hand, qualitative method enables to focus on the
theoretical aspect in which analysis is made in such a way by making use of tool like thematic.
This is a type of tool that helps to present the information in the form of tables, charts, graph, etc.
As per the current research carried out on impact of digital technology, the researcher has made
use of qualitative method (Neuman and Robson, 2014). More specifically, the investigator has
used thematic as it helps in analysing and interpreting the response that is given by each of the
respondents from Marriott hotel.
Ethical consideration: There are certain set of considerations that have to be determined.
These are focused so that the research is carried out without any type of ethical problems. In this
context, consideration is made in relation with delivering adequate information to respondents. It
is required to make sure that the entire data which is provided to them is proper used so that they
take time in order to provide the information in relation with the research topic (Taylor, Bogdan
and DeVault, 2015). Further, secondary information is also used by investigator and it requires to
make sure that information gathered by other researchers is not used because it increases the rate
of plagiarism. Apart from this, it is also required to have proper system in which personal
information of the respondents are saved. As a person is appointed who is responsible to make
note of the personal information and it is used only for the purpose of research.
Cost consideration: It is essential that research needs to be carried out under different
type of process because of the cost that is involved. There are various activities which are listed
down and each of them consists of certain amount. It is important that proper planning of each
task is done in an effective manner so that within the speculated budget, the research is carried
out (Cammarota and Fine, 2010). Apart from this, proper time management is required so that all
the task can be completed within the time determined. When any one of the activity get delayed,
then following activities also get affected.
Assessing issues: There are problems faced by the researcher in relation with gathering of
primary and secondary information. Further, it is identified that major time consumed is for
collecting primary data as proper permission needs to be taken so that employees are able to get
time to answer all the questions that are included in the questionnaire. Further, it was identified
that employees were not ready to provide information without the permission is taken from their
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manager and then they provided the answers (Hunleth, 2011). Further, exclusion of journals was
done on the basis of old articles, relevance, etc.
Chapter 4: Data Collection and Analysis
P4. Appropriate analytical tools, analyse research findings and data
With the gathered information, it is required to make proper interpretation of the
information that is collected from the side of employees. These are done so that the response that
is given from the side of samples are analyzed and outcome is identified. With this respect,
below given are the thematic analysis made:
Theme 1: Marriott hotel make use of new or updated technology
Does your company that is Marriott hotel make use of new or
updated technology?
Frequency
Yes 11
No 6
Not sure 3
Description: In accordance with the findings made, from the side of workers it can be
stated that use of technology that is made by the firm is done so that high quality can be
delivered customers. It is important for the business to understand the preference so customers
and steps are taken so that they are able to satisfy them. The rate of competition is high and so
use of technology needs to be updated so that competitive advantages can be attained. The
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findings show that there are 11 of the workers who stated that cited firm make use of new or
updated technology. Further, there are 6 of them who do not think this way. In addition to this, it
also includes there 3 of the respondents who are not sure for the same. This way, it can be stated
that time to time management need to focus on updating and use of new technology can aim at
understanding the requirement of customers. This way, it becomes favorable enough for the
business to attain the goals and objectives that are set by the business.
Theme 2: Current technology used Marriott hotel is effective
Is the current technology used Marriott hotel is effective? Frequency
Yes 5
No 14
Not sure 1
Description: The questionnaire that was filled up by employees, it is identified that the
type of technology need to be updated time to time. For this purpose, research should be
conducted so that management is able to determine the areas in which improvement is to be
made. Apart from this, the support and planning for finance should be made in effective manner.
When this is done efficiently, then it helps the business to make purchases by considering the
budget that is required. As per the findings made, it can be stated that there are 5 of the workers
who stated that the current technology that is used by Marriott hotel is highly effective. Further,
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there are 14 of the workers on the other side who do find the use of technology to be effective. In
addition to this, there is one of the respondent who is not sure. Thus, it can be stated that cited
firm need to work on developing effective plan that will enable them to implement effective use
of technology so that rate of satisfaction can be raised.
Theme 3: Use of technology provides benefit for the firm to improve performance level
workers
According to you, do you feel use of technology provides benefit
for the firm to improve performance level workers?
Frequency
Yes 13
No 5
Not sure 2
Description: When any type of technology is used, then it is done the issues or problem
that are faced by customers are focused and steps are taken by them overcome them. There are
certain set of roles and responsibilities that has to be played by each one. However, when they
fail to perform them, it has negative impact. Apart from this, the use of business can be improved
when the rate of support from the side of workers is high. On the other hand, when the support is
low, then it becomes difficult for them to attain the set of goals and objectives. Customers are
satisfied, when the services delivered by the firm is highly effective and this is only possible by
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