Research Methodology Report: Mass Media Marketing and M&S Case Study

This research report delves into the crucial role of mass media marketing in shaping consumer perception within the retail industry, using Marks & Spencer (M&S) as a case study. The report begins by outlining the purpose, domain, and rationale behind the study, emphasizing the importance of strategic approaches in modern business. It explores the evolution of mass media, its impact on consumer behavior, and the significance of understanding customer perception in a competitive market. The literature review examines various mass media elements, including newspapers, magazines, and social media, and their influence on consumer decision-making. The report also covers research methodologies, data collection methods, and a timeline for the study. Furthermore, it offers recommendations and a conclusion based on the findings, providing insights into how businesses can leverage mass media to enhance consumer perception and improve profitability. The report highlights the importance of training, effective marketing strategies, and understanding customer loyalty in the retail sector. The report is available on Desklib, a platform providing study tools for students.

RESEARCH
METHODOLOGY

Table of Contents
ASSESSMENT 1.............................................................................................................................1
Purpose of the study....................................................................................................................1
Domain explained.......................................................................................................................1
Rationale ....................................................................................................................................2
Literature review.........................................................................................................................2
Current position evolved ............................................................................................................5
ASSESSMENT 2.............................................................................................................................6
AIM: Investigation of the mass media marketing on consumer perception in retail industry to
enhance future profitability: A case study of M&S in Croydon......................................................6
Objectives....................................................................................................................................6
Questions.....................................................................................................................................6
Research methodologies..............................................................................................................6
Data collection............................................................................................................................8
Timeline....................................................................................................................................15
RECOMMENDATION.................................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

ASSESSMENT 1
Purpose of the study
Within the modern era, it is vital role to develops strategic approach to carry different
types of business activities. Main aim to conduct this research is to assess opportunities to
enhance mass media elements (Vautard, Gobiet and Halenka, 2013). In this aspect, researcher
take engagement of various employee to identified customer perception towards products and
services. It is functional activities of the company to carried systematic way for attain objectives
and goals. Topic of research significantly assists to identify impact of factors which generate at
workplace in investigation of mass media marketing on customer perception. With the help of
different activities, it has been assessed to identify potential growth at workplace (Eisingerich,
Auh and Merlo, 2014).
Domain explained
In respect to met with goals and objectives, it is very important to enhance performance s
of the company and employee as well. As results, the company need to focus on effective
training and development programs which continuous creates significant role to attain targets. In
present time, it is important to develops skills and ability that creates opportunity to creates
abilities for attract many customers towards the enterprise (Hong, Liao and Jiang, 2013). With
the help of learning and training development programs, overall participation of employee can be
ascertain towards the products and services. Therefore, employee can provide effective products
and services at workplace. In this aspect, it is important to describes execution of certain
programs that shows positive impact of training and development. Present study assess
opportunities to enhance mass media marketing for consumer perception (Do, Stitziel and
Guella, 2015).
With the help of this research program, it can be analysis mass media marketing through
customer can attracts towards the business. Due to high competition within the environment,
M&S need to demonstrate perception of customer towards the products and services. In this way,
commitment need to be content that creating in present era. Retail businesses face many
competition in term of pricing, different perception of customer, changes in market trends, etc.
Selected topic is highly significant to identify impact of customer perception on mass media
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marketing of company. In this aspect, employee are engaged in different categories to assess
impact of the business performances.
Rationale
Rationale to conduct research is measure opportunities which assist to enhance mass
media marketing in retail businesses. With the help of research, benefits to existing employee
can assists to enhance abilities and skills for assess qualitative services for each customer. This is
because, the business need to establish their services to enhance mass media so that support can
be carry. In addition to this, researcher can also gain insight knowledge regarding overall growth
within the industry. Proper development assists to make support and carrying research which
analysis aims and objectives at workplace (Vautard, Gobiet and Halenka, 2013).
Human resources of the chosen firm has responsibilities to provide effective results and
outcomes to each person who participate to consume product and services. In this way, the
company can gain more profitable environment that assists to accomplish business objectives
and goals. Present study is signifies performances of M&S to operate functions and operations in
UK market. In present time, in respect to gaining commitment staff members are engaging to
accomplish desire results and performances.
Literature review
As per the view of Eisingerich, Auh and Merlo, (2014), mass media determines
technology which is intended to reach towards audience. It is primary means of communication
that is used to reach vast majority of public. It is the most common factor which demonstrate in
newspapers, magazines, radio and television of the internet. It means of technology which
intended to create primary audience to provide information regarding political issues, social
issues and entertainment (Eisingerich, Auh and Merlo, 2014). However, Vizcaíno, Deutsch and
Binz, (2014) argued that different types of mass media elements exist in place which determines
effective results and performances. In this way, newspapers are the biggest platform for mass
media which exist for long time period. Public relied on different mass media which provides
information related to different programs. It assists to find the latest elements which are relevant
to make invention at television. It provides valuable information that are related to the news
outlets and evolution of internet (Vizcaíno, Deutsch and Binz, 2014).
According to Do, Stitziel and Guella, (2015), culture is relentlessly promotes avarice and
excess of good life and consumerism which essentially expected. Numerous banners, posters and
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flyers assist to commercializing products can be improves on the daily basis (Do, Stitziel and
Guella, 2015). Cutting edge technology also allows advertisement which are experienced
through the use of mass medium. On the other hand, Abdulghani, Ponnamperuma and Amin,
(2014) stated that continuous improvements develop advertisement towards the brand and
products of the enterprise. Advertisement is directly is interlinked with elicit a national subtle
peer pressure which gradually destroying values and standard of the company. Global outdoor
advertisement market is expected high which determines effectiveness of regulations that
associate with impact on customer (Abdulghani, Ponnamperuma and Amin, 2014). In addition to
this, Vautard, Gobiet and Halenka, (2013) said that there are different elements which create
impact on consumer with some negative effects. It includes impact on politics, impact on
business, effect of socialization and social media. Social websites create negative impact because
it plays very important role to serve positive outcomes within the business environment
(Vautard, Gobiet and Halenka, 2013). M&S is also using social media to enhance brand image of
the business products and services. However, Hong, Liao and Jiang, (2013) argued that the
company should focus on build customer loyalty and many other functions which assist to
interact business and understanding of the market. Products and strategies are organises content
and give prize to customer for visiting enthuse customer to visit their company (Hong, Liao and
Jiang, 2013).
As per the view of Vizcaíno, Deutsch and Binz, (2014), social network determines
connection with different people. It creates ideas and opinion with interaction of persons. Users
can also share content and picture with different activities. It develops the latest global and local
environment which includes participation of campaign and activities as per the business choice.
Professional also uses social media which assists to create career development in business
prospects. On the other hand, Abdulghani, Ponnamperuma and Amin, (2014) stated that peers
can also collaborate with improvement in their academic proficiency and communication skills.
In this way, they are learnt new things to make effective network. In addition to this, different
culture and societies also connects people of different nations. They are emphasizes on virtual
integration and ignore real world outside (Abdulghani, Ponnamperuma and Amin, 2014).
According to Eisingerich, Auh and Merlo, (2014), there are different businesses, who
promote their objectives and goals in term of targeting people. In this aspect, network on the
business can interact which addicted to different employees who provide distinctive
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performances. It assists to enhance productivity with social media addiction with different
employees (Eisingerich, Auh and Merlo, 2014). However, Weinstein, Collisson and Cancer
Genome Atlas Research Network, (2013) argued that social media perceive various advantages
and disadvantages which revealed in the article. As results, each user can use social sites which
enhance their professional and social life with effective exercise caution (Weinstein, Collisson
and Cancer Genome Atlas Research Network, 2013).
Abdulghani, Ponnamperuma and Amin, (2014) said that, there are different factors which
impact on the business performances and consumer perception as well. It includes personal and
psychological factors which influence to them. It assists to find out customer perception towards
the products and services. In this aspect, M&S tries to make positive aspects related to customer
behaviour and perception for particular products and services. As results, they can control layout
of the stores, music, grouping and availability of products (Abdulghani, Ponnamperuma and
Amin, 2014). Some influences are temporary which ascertain long lasting from the different
elements. Apart from this, Mir and Pinnington, (2014) stated that situational factors are created
impact on marketing of particular products and services which are necessarily makes changes in
store design and layout framing. Grocery stores frequently placed elements such as bread and
milk. Every customer walks around entire stores which is loaded other items which need to be
purchase at workplace (Mir and Pinnington, 2014). As per the point of Vizcaíno, Deutsch and
Binz, (2014), physical factors are those elements which not control by the company. Manager is
very complex and they are trying to get small facilities to staying customer within the business
environment. Thus, they have to create better impression of quality stores and products or
services (Vizcaíno, Deutsch and Binz, 2014).
According to Do, Stitziel and Guella, (2015), operator of M&S make research to concern
with adverse impact on physical stores. Having an online presence is the another element which
consider effective location during off seasons. In this way, the company should identify
comfortable of outcomes which serve products and services shopping at home (Do, Stitziel and
Guella, 2015). On the other hand, Abdulghani, Ponnamperuma and Amin, (2014) stated that time
is another crucial aspect which determines affect towards considering grocery stores and affects
of shopping patterns. Amount of the product is also creates effects of outcomes and
performances as per the special occasion. As per the convenience, other people share necessary
elements which determines the best clinical around the business environment (Abdulghani,
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Ponnamperuma and Amin, 2014). As per customer perception, Vizcaíno, Deutsch and Binz,
(2014) said that shopping spread can be share which pertaining towards the great value and
brand. To get positive mood of buyer towards shopping, it is very important restored different
measurement. As per the upscale requirement, customer loyalty need to be shown through
making cards for them (Vizcaíno, Deutsch and Binz, 2014). However, Cui, Lee and Pizzocchero,
(2015) argued that personality describes disposition of different people which assists to shows
unique traits which includes openness or experiences. In this aspect, conscientiousness and
extroversion demonstrate easy way which make neuroticism for eliminate negative mental states
(Cui, Lee and Pizzocchero, 2015).
Current position evolved
Mark and Spencer has the biggest clothing industry in Britain market. They are dealing in
different types of clothes to attract customer in different areas. In addition to this, they are also
dealing in food business to provides different types of products to attract various customer
(Rodríguez-Mañas, Féart and Scuteri, 2013). As results, they can capture the market through
attracts different people within the business environment. It assists to grow operations and
outcomes that assists to examine strategic position and identify sources for attain competitive
results at workplace. In this way, strategic position can be attain within the firm for identify
awareness of people regarding strategic position. With the help of analysis performances, the
company can make quantitative corporate objectives which assist to make effective results and
performances. With the help of balance scorecard, bench marking method is used which shows
sustainable strategy for access long run operations at workplace (Capuzzi and Stauffer, 2016).
However, the company continuous grow their operations and performances in systematic
way which create positive impact on customer (Thomas and Benson, 2015). Strategic position
can be defines as direction and scope which cover long term objectives for achieving advantages
in respect to changing environment. There are different types of resources exists in market which
fulfil stakeholders requirement. In 1884 Michael marks started this company as Leeds to sell
different items. In this company there are more than 82,000 staff members who operate functions
and operations in all over 50 territories in worldwide. It assists to build trust among various
people which assists to run operations and performances in systematic manner (Eriksson and
Kovalainen, 2015). Now onwards, the company is increasing their total sales from the
Sainsbury's and other retailer in UK market.
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ASSESSMENT 2
AIM: Investigation of the mass media marketing on consumer perception in
retail industry to enhance future profitability: A case study of M&S in
Croydon
Objectives
1. To significance of mass media marketing on consumer perception
2. To assess impact of mass media marketing on consumer
3. To analysis factors that affects consumer perception
Questions
 What is the concept of Mass media marketing?
 How customer perception is influence through mass media marketing?
 What are the methods for enhance future profitability?
 What are the ways which assist to improve positive customer perception?
Research methodologies
 Research approach: Research is the approach in which two elements are existed such as
inductive and deductive. There are such key differences in both type of research is
helpful to make decisions regarding operations and positive results (Vautard, Gobiet and
Halenka, 2013). First approach that is inductive assists to focus on creating way from the
assembled data. On the other hand, deductive approach measure to analysis framed
elements. In this report, inductive approach has been taken. It is effective to analysis
qualitative data that can be gathered. Research approach is design as the formulation of
plan in which researcher operate successfully operations. In this way, they are collecting
information which is related to selected topic. In this way, two elements are determines
such as inductive and deductive. In this research, selected approach is inductive. It assists
to make results positive at workplace (Do, Stitziel and Guella, 2015).
 Research design: Research design mainly focuses on three types of elements such as
descriptive, experimental and exploratory design. In this report, for investigation of mass
media marketing is taken as descriptive research design. With the help of this design, the
business can support to gain insight knowledge of the topic. In this methodology of
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research design is term as elaborated that determine way for conductive study
(Whitebook, Austin and Sakai, 2012). It includes some steps which support to researcher
to collect data. Different types of research design includes descriptive and experimental
and many more aspects. In order to conduct this research, descriptive design is taken for
analysis business performances and outcomes.
 Research philosophy: There are two types of philosophy exist within the market such as
interpretivism and positivism. In this study, interpretivism philosophy is taken which
assist to gain insight knowledge of the enterprise (Hong, Liao and Jiang, 2013).
Qualitative data is beneficial for conducting present report. It is beneficial to make
effective program and performances at workplace. Research philosophy is a notion which
depicts different ways in which investigator gather various information related to skills
and knowledge to enhance mass media marketing. In this aspect, there are two types of
research philosophy take place in which interpretivism is selected by the researcher. In
this way, successful research is take place which assists to make results and performances
in positive way (Eisingerich, Auh and Merlo, 2014). In order to conduct research
program, there are different methods which assists to grow operations and outcomes to
acquire data and information. In this aspect, researcher can take different element at
workplace which demonstrate results and performances in positive way. It assists to
capture whole market. With the help of different methods exists which create positive
results for focusing on primary and secondary resources. Therefore, collected data are
uses to make results and performance as per the topic (Abdulghani, Ponnamperuma and
Amin, 2014).
 Ethics, validity and reliability: In respect to make research program, it is important to
analysis ethics in which researcher will perform. It assists to create positive views of
different resources that can be done through positive view. In this aspect, business will
easily demonstrate their objectives and goals according to validity and reliability
information. It assists to conduct positive research program for assess business
performances in successful method (Wong and Dioko, 2013). It also makes sure that
values added in research which shown understanding and positive
 Sampling: In this report researcher take random sampling from different individual which
assists to get proper and equal chance in selected sample (Vizcaíno, Deutsch and Binz,
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2014). With the help of sampling method, 20 customers who are working within M&S
taken as respondents from the UK market.
Data collection
For collecting the data following questionnaire can be consider within the business:
Questionnaire
Name:___________
Age:____________
Gender:___________
1. How long you are purchasing products and services from M&S?
 One to five year
 Five to ten years
 More than 10 years
2. Are you satisfied from the products and services quality of M&S?
 Highly satisfied
 Satisfied
 Dissatisfied
 Neutral
3. What are you taking to purchase products and services from the business?
 Online store
 Offline store
 Both
4. Are you using any social media to purchase products and services from the enterprise?
 Yes
 No
5. What recommendation you want to provide in M&S for enhance improvement in mass media
marketing?
 Change advertisement method to improvement
 Change in the time period
 Change in people involved in training
6. You are interested to use social media marketing which organise by the company
 Yes
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 No
7. Are you satisfied from employee behaviour and their services?
 Highly satisfied
 Satisfied
 Dissatisfied Neutral
2. Are you satisfied from the products and services quality of M&S?
Criteria Respondents
Highly satisfied 8
Satisfied 4
Dissatisfied 3
Neutral 5
9
8
4 3
5
Highly satisfied
Satisfied
Dissatisfied
Neutral
Illustration 1: Figure: 1

Interpretation:
From the above collection of information, it has been interprets that most of the
customers are favour and they are highly satisfied from the products and services quality
(Weinstein, Collisson and Cancer Genome Atlas Research Network, 2013). In addition to this, 3
employees are not satisfied by the quality and 4 respondents are not favour and not dined from
the M&S products and services. Thus, it can be stated that there is proper qualitative products
and services are exists within the chosen business.
3. What are you taking to purchase products and services from the business?
 Online store
 Offline store
 Both
Criteria Respondents
Online store 5
Offline store 5
Both 10
10

Interpretation:
With the help of the above graph, it can be stated that there are various people who prefer
online and offline both store that is given by 10 respondents. With the help of maintaining
quality of products and services, the company can easily demonstrate different stores. It will
assist to enhance more stores at workplace in term of online and offline (Bottoms and Gutgold,
2016). At workplace, 5 respondents are using online and other 5 offline stores. In this aspect,
firm need to focus on various elements which assist to grow their outlets in the company.
4. Are you using any social media to purchase products and services from the enterprise?
Criteria Respondents
Yes 15
No 5
11
Online store
Offline store
Both
Illustration 2: Figure: 2

Interpretation:
In today's time technology is growing very fast so that every customer access products
and services with using social media. However, some people are not aware about these facilities
so that it create productivity and profitability at workplace at low level. In the chosen firm there
are 15 respondents are using social media to assess brand level of the enterprise through they can
measure their performances in effective way (Sudmant, Rausch and Konkel, 2015). On the other
hand, 5 respondents are not satisfied by the company products and services. Thus, it creates
problems to promote the products and services of M&S.
12
Yes
No
Illustration 3: Figure: 3

5. What recommendation you want to provide in M&S for enhance improvement in mass
media marketing?
Criteria Responses
Change advertisement method to improvement 9
Change in the time period 6
Change in people involved in training 5
Interpretation:
When the cited firm take feedback from the different respondents, some people says that
the company need to focus on advertisement improvement. It will assist to capture the market in
effective manner. Thus, they will develop their profitability and outcomes in positive way. In
addition to this, 6 respondents are requires change in time period to access products and services
on time (Mir and Pinnington, 2014). On the other hand, 5 respondents are requires enhance
training programs for develop skills and knowledge at workplace for employee who are dealing
13
Change advertisement
method to
improvement
Change in the time
period
Change in people
involved in training
Illustration 4: Figure:4

with different customer. In this way, they can easily encourage to workers to create positive
results and performance.
6. You are interested to use social media marketing which organise by the company?
Criteria Respondents
Yes 12
No 8
Interpretation:
From the above graph it can be stated that there are 12 respondents who using social
media to access different services. In this aspect, they are analysis proper outcomes and
performances of the chosen business so that they can get proper information related to products
and services. It will assist to gain more outcomes and performances which creates profitability
within the company (Thorvaldsdóttir, Robinson and Mesirov, 2013). On the other hand, some
respondents are not favour to make effective results and performances at workplace. They are
14
Yes
No
Illustration 5: Figure: 5

not aware about creativity of the company and it creates problem to make effective results and
performances.
7. Are you satisfied from employee behaviour and their services?
Criteria Respondents
Highly satisfied 5
Satisfied 4
Dissatisfied 6
Neutral 5
Interpretation:
From the above graph, it can be stated that 5 customer of the chosen firm are highly
satisfied from employee behaviour. It assists to create positive results and performances for
enhance productivity at workplace. Furthermore, 4 people are only satisfied from the employee
behaviour. In addition to this, 6 highly respondents are not effectively take participation to focus
15
Highly satisfied
Satisfied
Dissatisfied
Neutral
Illustration 6: Figure: 6

on each results at workplace (Asseng, Ewert and Reynolds, 2015). They are dissatisfied from the
business services. At last, 5 people are not effectively use this quality to perform functions and
operations within the business environment.
Timeline
Activities Week 1 Week
2
Week
3
Week
4
Week
5
Week
6
Week 7 Week
8
Week
9
Week
10
Week
11
Process of
research
content
Defining
background
for conduct
rationale
study
Literature
review
Decisive
aims and
objectives
Finalizing
aims and
objectives
Devising
the
questionnai
re for
conduct
research
16

Gathering
data for
research
Examining
the relevant
data
Finding
from the
research
Recommen
dation and
further
areas to be
consider in
research
Final
Submission
of report
RECOMMENDATION
As per the finding solutions, it can be recommends that firm can easily grasp
opportunities to investigate mass media marketing on consumer perception. It assists to grow
outcomes and performances in systematic manner which analysis business results. With the help
of proper qualitative products and services, they can deal with mass media marketing. In addition
to this, they have also provides proper training to their workers so that they can enhance
satisfaction of customer (Insel, 2014).
CONCLUSION
In order to gain maximum profits and revenue, it is essential to satisfy each customer
demand as per their requirement. In this way, customer need to take place in business research.
In this way, the company can analysis their performances for make positive results. With the
17

help of proper quality of products and services, the business can enhance their productivity
which affect to perception of people at workplace. Furthermore, it ha been analysis that the
chosen firm has well performance in term of market the products and services. Thus, it assists to
meet with objectives and goals at workplace.
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