A Report on Research Methodology and Data Analysis in Marketing Dept

This report delves into the research methodology and data analysis techniques employed to evaluate marketing performance, with a specific focus on Marks and Spencer. It outlines the research philosophy (positivism), research design (descriptive), research approach (deductive), and research choice (quantitative) used in the study. The report details the survey research strategy, primary (questionnaire) and secondary (literature review) data collection methods, and frequency distribution analysis for interpreting quantitative data. It also addresses reliability, validity, and ethical considerations, including informed consent and data protection. The findings are presented through frequency distributions of survey responses, providing insights into the impact of technology on marketing performance, challenges faced due to poor technological advancement, and benefits gained from implementing technology in marketing strategies.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is considered as the special techniques or procedures which is
used for identifying, selecting, processing and analysing information related to a topic. This
chapter of research enable reader to critically evaluate the overall validity and reliability of the
research (Jansson-Boyd, 2018). It is important in every research, dissertation or thesis because it
explain a way through which a researcher intends in order to carry out their research. It is also
considered as systematic or logical plan in order to resolve a research problem. Research onion is
an effective framework that help researcher to create its methodology in systematic manner in
order to attain research aim and objectives. It involve different layers just like a real onion that
helps in processing a good research methodology. Its different layers in context to current study
has been mentioned below:
3.1 Research philosophy
The topmost layer of research onion is research philosophy. It refers as collection of different
belief and principle about the manner through which information related to specific topic has
been collect and analyse. There are two most important research philosophy which is used in
research methodology which name as positivism and interpretivim. Positivism research
philosophy is used for collecting factual information for making interpretation on the basis of
numerical data. Interpretivism research philosophy is based on the belief in which social world is
first observe and then information is evaluate (Faems, 2020). Therefore, researcher used
positivism research philosophy for current study as it goes with quantitative data. This
philosophy involves the gathering of scientific information which is precise and based on
measurement as well as it is often examined by using statistics including the intention that the
findings be generalisable.
3.2 Research design
Another layer of research onion is research design. It is define as overall strategy that the
researcher choose in order to integrate the several aspects related to the study in a coherent and
logical manner. It ensure researcher to address the research problem in effective manner. There
are many types of research design n research methodology which name as correlation,
experimental, diagnostic, descriptive and explanatory. In the current study, researcher used
descriptive research design as it allows researcher to thoroughly research the background of a
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research problem before carrying out a research in future (Zhu, Sari and Lee, 2018). The main
aim of this research design is to accurately and systematically describe a situation, population or
phenomenon.
3.3 Research Approach
The other important layer of research onion is research approach. It is used for testing the
validity of the hypothesis that is made. There are two main research approaches which name as
deductive and inductive research approach. Deductive research approach is used to test the
existing theory for creating hypothesis. Inductive research approach is used to generate new
theory or concepts from derived data (Cortina, 2020). The researcher used deductive research
approach in the current research as it allows researcher to utilise data in the form of quantity or
number. This research approach provides possibility to the researcher in order to explain causal
relationships in between concepts and variables.
3.4 Research choice
Another important layer of research onion is research choice. It states that correct and
right choice of research methodology helps in determining the success as well as overall quality
of researcher's study and its documentation (Aidley, 2018). Quantitive and qualitative are the two
important choices in research methodology. Quantitative research choice is used for collecting
and analysing numerical data. On the other qualitative research choice is used to collect and
analyse in-depth information for the research (Hodge, 2020). Thus, researcher selected
quantitive one for the current study as it allows researcher to reach large number of audience
from the population for collecting quantitative data. This research choice provides objectivity
and accuracy to the research. This research is often seem as more valuable and accurate than
qualitative research because it focuses on collecting non-numerical data for the research.
3.5 Research strategy
The other most important layer of research onion is research strategy. It is considered as
an overall plan in order to conduct a research study. It provide guidance to the researcher in
planning, executing and monitoring the research. There are many kinds of research strategy
which is used to help researcher to collect relevant information for the research. It involve
survey, case study, experiment, action research, ethnography and many more. The researcher
used survey research strategy in the current study as it helps in collecting data from the
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population (Miksza and Elpus, 2018). Survey is considered as the collection of information from
a sample of different individuals through their responses to questions. To conduct survey,
researcher used questionnaire tool for taking survey of selected respondents through online
mode. It helps researcher to collect more accurate and reliable data in short period of time and in
minimum cost.
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3.5 Data Types & Data Collection Methods
Data collection is a process of accumulating information along with analysing as well as
measuring it in order to provide better solutions to the research problems. The respective process
facilitates in providing a deep understanding of the research topic and allows researcher for
greater personalisation. There are mainly two types and methods of data collection and these
consist of primary data collection method as well as secondary data collection method which are
discussed as under in context to existing research:
Primary Data Collection method: Under this kind of data collection method, first hand
information is carried out by the researcher through directly taking responses from the
respondents through survey in order attain research objectives and goals. In context to current
research, questionnaire has been used by investigator as a primary data collection method which
facilitated it in collecting quantitative information about the research topic through directly
asking questions from candidates
(Bedi, Bedi and Singh, 2022). Reason behind choosing questionnaire is that questionnaire makes
it possible to interact with varied people who could not otherwise be reached and also helped the
researcher in covering a larger group at same time.
Secondary Data Collection method: According to this kind of data collection method, the
informationcan be previously collected by the researcher and can be accessed by it
indirectly. It is another method of data collection in which the information is carried out
by investigator through a large number of different sources such as books, journals,
articles and many more. In relation to the current research, the researcher has been used
literature review as a secondary data collection method which has provided assistance in
gaining the data insight or in-depth knowledge of the different concepts covered under
research topic.
Data Analysis refers to a practical application of knowledge in order to gather, organise
as well as analyse the data which has been collected by the investigator for frawing inferences
from it. There are several method of data analysis through the researcher can examine the
gathered information and these methods of data analysis comprise of thematic analysis,
frequency distribution analysis and many others. Within existing investigation, frequency
distribution analysis has been used by the investigator in order to analyse the quantitative data
which has been collected (Mehralian, 2022). The reason behind choosing this kind of data
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analysis tool is that it allows the researcher to have a glance on the whole information in a very
easy manner. It is an organised graphical/tabular respresentation of the number of individuals
within each category on the scale of measurement. This kind of data analysis technique also
provides assistance to the investigator in presenting the numbers or frequencies in such a way
that facilitate in ease of understanding as well s interpretation.
 Sampling: There are primarily two methods of sampling includin probability as well as
non-probability sampling. In present research, probability sampling method has been
used by investigator in order to choose people through random sampling method. The
sample size of candidates is 30.
3.6 Reliability and Validity
Activity of the respective research will deliver a reliable and valid outcome for the other
readers because in this research, investigator has used the questionnaire in order to collect the
information. Researcher has also used the random sampling method to select the participant from
a massive sample that give more accurate and reliable information about the specific topic. All
these respondent will be workers or employees of the organisation that will be helpful in giving
more reliable and accurate information to attain the objective and aims of the research (Pantano
and Vannucci, 2019).
3.7 Ethical Consideration
Ethics play a significant role in carrying out each activitiy of the research study in an
ethical as well as systematic way. There are different research ethics whch should be taken into
consideration by the investigator at time of conducting the research project. In order to fulfill
thical aspect of the existing research project, consent form will be signed by the respondents who
have been chosen. It will also provide assistance to the candidates in showing their willing
participation within the survey througj questionnaire. The personal information of the candidates
will also get protected with the help of Data Protection Act. These provide justice, respect for the
individual, right to withdraw participant and minimal irrespective of practice.
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CHAPTER 4: DATA ANALYSIS
Questionnaire
Q1) Do you have the knowledge regarding the concept of marketing?
a) Yes
b) No
c) Maybe
Q2) Do you think that, technology plays a vital role in current era for business?
a) Yes
b) No
c) Can’t say
Q3) As per your perspective, technology advancement is needed in the marketing department of
Marks and Spencer?
a) Yes
b) No
c) Maybe
Q4) As per your opinion, Marks and spencer invest capital to bring advanced technology within
the marketing department of their organisation?
a) Yes
b) No
c) Maybe
Q5) According to you, what are the different types of digital technology used by Marks and
Spencer to promote goods and service in the market?
a) Email marketing
b) Paid media
c) Search engine optimisation
d) Affiliate marketing
e) Social media marketing
Q6) Do you think that, using these technology effects the Marks and Spencer in promoting goods
and services in effective manner?
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a) Yes
b) No
c) Somehow
Q7) What is the impact of technological advancement on marketing performance of Marks and
Spencer?
a) Positive impact
b) Negative impact
c) Neutral impact
Q8) As per your opinion, what is the impact of technology advancement on marketing
performance of Marks and spencer?
a) High online leads
b) Strong brand image
c) Better competitive advantage
d) More brand awareness
e) Wider target market
Q9) Do you feel that, in the absence of effective technology Marks and Spencer faces challenges
to promote their product in the market?
a) Yes
b) No
c) Maybe
Q10) What are challenges being faced by Marks and Spencer due to poor technological
advancement?
a) Low customer engagement
b) Lesser target market
c) Inefficiency to advertise product
d) Lesser innovation and creativity
e) Poor marketing performance
Q11) Do you agree that, technological advancement helps Marks and Spencer to gain
competitive edge in their marketing performance in effective manner?
a) Strongly agree
b) Agree
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c) Neutral
d) Disagree
e) Strongly disagree
Q12) What is the main benefit acquired by Marks and Spencer by implementing different types
of technology within their marketing strategy?
a) High growth
b) High sales rate
c) More customer base
d) High competitive edge
e) Strong brand image
Q13) Suggestion you would like to give to improve marketing performance of Marks and
Spencer?
---------------------------------
Frequency distribution
Q1) Do you have the knowledge regarding the concept of marketing? Frequency
a) Yes 25
b) No 3
c) Maybe 2
Q2) Do you think that, technology plays a vital role in current era for business? Frequency
a) Yes 24
b) No 4
c) Can’t say 2
Q3) As per your perspective, technology advancement is needed in the marketing
department of Marks and Spencer?
Frequency
a) Yes 22
b) No 3
c) Maybe 5
Q4) As per your opinion, Marks and spencer invest capital to bring advanced
technology within the marketing department of their organisation?
Frequency
a) Yes 25
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b) No 2
c) Maybe 3
Q5) According to you, what are the different types of digital technology used by
Marks and Spencer to promote goods and service in the market?
Frequency
a) Email marketing 5
b) Paid media 7
c) Search engine optimisation 9
d) Affiliate marketing 3
e) Social media marketing 6
Q6) Do you think that, using these technology effects the Marks and Spencer in
promoting goods and services in effective manner?
Frequency
a) Yes 20
b) No 4
c) Somehow 6
Q7) What is the impact of technological advancement on marketing performance
of Marks and Spencer?
Frequency
a) Positive impact 23
b) Negative impact 4
c) Neutral impact 3
Q8) As per your opinion, what is the impact of technology advancement on
marketing performance of Marks and spencer?
Frequency
a) High online leads 8
b) Strong brand image 4
c) Better competitive advantage 2
d) More brand awareness 7
e) Wider target market 9
Q9) Do you feel that, in the absence of effective technology Marks and Spencer
faces challenges to promote their product in the market?
Frequency
a) Yes 18
b) No 7
c) Maybe 5
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Q10) What are challenges being faced by Marks and Spencer due to poor
technological advancement?
Frequency
a) Low customer engagement 9
b) Lesser target market 4
c) Inefficiency to advertise product 6
d) Lesser innovation and creativity 8
e) Poor marketing performance 3
Q11) Do you agree that, technological advancement helps Marks and Spencer to
gain competitive edge in their marketing performance in effective manner?
Frequency
a) Strongly agree 8
b) Agree 7
c) Neutral 4
d) Disagree 5
e) Strongly disagree 6
Q12) What is the main benefit acquired by Marks and Spencer by implementing
different types of technology within their marketing strategy?
Frequency
a) High growth 10
b) High sales rate 9
c) More customer base 4
d) High competitive edge 5
e) Strong brand image 2
Data presentation
Table 1: Basic knowledge of marketing
Q1) Do you have the knowledge regarding the concept of marketing? Frequency
a) Yes 25
b) No 3
c) Maybe 2
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Figure 1: Basic knowledge of marketing
Interpretation: With the above assemble piece of information it is being interpreted that out of
30 employees 25 voted yes. They answer that they know what is marketing. According to the
marketing is a business activity in which company focuses on advertising and promoting their
goods and services in the market. Marketing plays a very vital role in the business as through this
company aware customer about the product they deal in. 3 says no that they do not know what is
marketing and the rest 2 answer maybe they know about it. As per them it is activity of
promoting product.
Table 2: Plays a vital role in current business era
Q2) Do you think that, technology plays a vital role in current era for business? Frequency
a) Yes 24
b) No 4
c) Can’t say 2
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Figure 2: Plays a vital role in current business era
Interpretation: From the above analysed data it is being analysed that majority of the respondent
says yes that in the current dynamic business environment technology plays a crucial role. As per
them with the use of technology company can promote their product, make work smoother,
increase their performance. In the current era the competition in the market rises in great manner
and to gain the competitive edge it is very important to use different types of technology within
the business. 4 says no that technology does not play a crucial role and the remaining 2 answer
can’t say as technology can be important sometime as well as sometime it can come out to be the
worst choice for the business operation.
Table 3:Technological advancement is needed within the marketing department of the company
Q3) As per your perspective, technology advancement is needed in the marketing
department of Marks and Spencer?
Frequency
a) Yes 22
b) No 3
c) Maybe 5
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