Research Report: Mobile Marketing in UK Retail and M&S Case Study

This research project investigates the effectiveness of mobile marketing within the UK retail industry, with a specific focus on Marks and Spencer (M&S). The report begins with a research proposal outlining the introduction, background, secondary research results, methodologies, research questions, and implementation plan. The study employs a descriptive research design, utilizing both qualitative and quantitative techniques, including surveys and analysis of M&S's annual reports. The research aims to determine the concept of mobile marketing, analyze the effectiveness of M&S's strategies, and recommend improvements. Data collection involves primary and secondary sources, including questionnaires and literature reviews. The report presents findings from a survey, including customer perceptions of mobile app features and effectiveness, analyzed using the Chi-Square test to compare observed and expected frequencies. The report concludes with recommendations for future research and a comparison of results, offering valuable insights into mobile marketing strategies in the retail sector. The assignment explores effectiveness of mobile marketing through surveys and data analysis to determine the most attractive features of M&S mobile applications for customers and how the mobile app is effective for customers at the time of shopping.

Research Project
“Effectiveness of mobile marketing in retail
industry of UK: A case study on Marks and
Spencer”

TABLE OF CONTENTS
TASK 1 Research Proposal.............................................................................................................3
Research title................................................................................................................................3
Introduction..................................................................................................................................3
Background..................................................................................................................................3
Results of secondary research......................................................................................................4
Methodologies..............................................................................................................................4
Research question........................................................................................................................6
Implementation plan....................................................................................................................6
Task 2 Field Research .....................................................................................................................7
Identification of research ‘universe’............................................................................................7
Identification of representative sample........................................................................................7
Appropriate approach...................................................................................................................7
Data collection method................................................................................................................8
Task 3 Research Report and Presentation......................................................................................10
Introduction................................................................................................................................10
Description of research methods................................................................................................10
Data analysis..............................................................................................................................10
Evaluation of data......................................................................................................................14
Recommendations for future area of research...........................................................................14
Comparison of result..................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCE.................................................................................................................................16
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TASK 1: RESEARCH PROPOSAL
Research title
Title of the Research project is “To determine the effectiveness of mobile marketing in
retail industry of UK: A case study on Marks and Spencer”.
Introduction
In the current age of technology, mobile and it internet applications have made possible
to provide variety of services. Digital media have been used by business organizations to work
out the strategies to bring customers more close to the products and services. As per the views of
Andrews et al (2015), grid of using mobile internet services have taken a shape of providing
various benefits to the customers. Effectiveness is therefore considered to study the impact that
has been bought about with this change of using mobile marketing strategies by the retail
organization (Andrews and et al., 2015). In UK, retail sector occupies a larger position which
comprises of ample of organizations that came up with best of marketing communication
strategies in order to influence and appeal customers. Marks and Spencer (M&S) is one of the
successful retail organizations of UK. In relevance of marketing and promotional strategies used
by this company, mobile marketing is a major one. As defined by Hasen (2012), mobile
marketing is a dimension of marketing communication which supports in advertisements to reach
target customers. M&S have been successful in utilizing all the associated strategies that are part
of mobile marketing (Hasen, 2012). However, there is need to identify the extent to which
mobile marketing has proved beneficial to M&S. In that streamline, the current research project
will be undertaken to find out the effectiveness of mobile marketing to M&S. This will be
carried out with the help of using suitable tools and techniques of research methodology. Along
with this, literature review and analysis of collected data will support in arriving at a conclusion.
Background
The significance of undertaking research project is to investigate the ideas and thoughts
in relation with the understanding of mobile marketing as a new concept. It will also essential to
find out the potential impact of strategies that are related to mobile marketing in retail sector.
Since M&S is a huge retail organization established at UK who are successful in using this
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strategies (Berney, 2010). With the relevance of secondary data, information will be gathered on
assessing the positive and adverse impact of mobile marketing (Bellman et al., 2011). It will
facilitate this research study to determine the effectiveness with respect to M&S. Therefore,
research project will be conducted.
Results of secondary research
Mobile marketing has emerged as an important part of communication in the marketing.
With the wide use of mobile phone devices, the business men are inducing strategies that help
the consumer to always stay connected and informed about their products and services.
According to Bellman et al (2011), with the development in the technology, new mobile
marketing channels such as e-mail, SMS, m-services, e-commerce, MMS etc have been used. In
light of ascertaining the effectiveness of mobile marketing strategies, the objective lies in
knowing about the consumer responsiveness (Bellman et al., 2011).
As asserted by Pousttchi and Wiedemann (2010), mobile marketing strategies occupied a
big fragmentation in advertising. Along with promoting goods and services on target consumers,
companies are deploying strategies of mobile marketing to identify the quick response and
feedback from clients (Pousttchi and Wiedemann, 2010). The effectiveness of mobile marketing
has also been supported by Dushinski and Marriott (2009) who stated that experiences of
internet, e-mail and mail orders were found to be more suitable in comparison to door-to-door
services, telemarketing etc (Dushinski and Marriott, 2009).
However, it was argued by Hovančáková (2011), that there are some retail organizations
which were transformed on complete portal of providing online services. It, therefore, becomes
difficult for the customers who are not able to access mobile marketing strategies or internet.
Thus, effectiveness of mobile marketing hampers (Hovančáková, 2011). In light of mobile
marketing strategies, there have been improvements which are suggested by Yusof and Lee
(2007). It was changes which were made with respect to use of chat functions, applications and
facilities that has given new perspective to the mobile marketing use of business organizations
(Yusof and Lee, 2007).
Methodologies
Aim:
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Aim of the research project is:
“To determine the effectiveness of mobile marketing in retail industry of UK: A case
study on Marks and Spencer”.
Objectives:
 To study the concept of mobile marketing.
 To analyze the effectiveness of mobile marketing strategies used by Marks and Spencer. To recommend different strategies of mobile marketing that can be used to improve
effectiveness at Marks and Spencer.
Philosophy of research:
There are two philosophies of research and are namely, positivism and interpretivism. For
current research project, there will be used positivism philosophy (Daniel and Sam, 2011). The
rationale behind the same is to identify the concept of mobile marketing and its application to
determine the effectiveness at M&S.
Research approach:
Inductive and deductive are two approaches of research study. In order to evaluate the
level to which mobile marketing is beneficial to retail organizations in UK, deductive research
approach will be feasible. The significance of using this approach is to identify the concept and
apply it from specific to general level in the current research investigation (Guest, MacQueen
and Namey, 2011). It will be helpful in analyzing the theories in an attempt to understand
effectiveness of the research subject.
Research design:
The plan layout of conducting the investigation study is provided with the help of
research design. In this regards, there are three main types which are namely, descriptive,
experimental and casual (Denzin and Lincoln, 2005). In facilitating the current study with
respect to evaluating the effectiveness of mobile marketing to M&S, there will be used
descriptive research design. The rationale for the same is to study the concept in an appropriate
manner.
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Technique of research:
The formulation of research objectives are based on accomplishing the research study.
Therefore, researchers apply two types of techniques which are namely, qualitative and
quantitative research technique. For the current study type, the investigation will be carried out
with the help of both these types (Flick, 2011). Qualitative technique will be applied to know the
deep insight into the concept of mobile marketing. Moreover, the quantitative technique will be
employed to examine the level of effectiveness by using facts and figures from evaluating the
progress at M&S.
Data collection methods and instruments:
The most significant part of research study is the data collection. There are generally two
ways which are namely, primary and secondary data collection. For conducting the present
research study, both the type of data will be taken. Primary data is taken in the form of survey,
focus group, interviews etc (Kumar, 2014). The present study will make use of survey method
wherein questionnaires will be used for collecting data. Secondary data is another form of data
collection. In order to know about the effectiveness of mobile marketing strategies at M&S, the
sources which will be used are books, journals, articles, research paper and annual report of
M&S.
Research question
1. What is the concept of mobile marketing?
2. Determine the effectiveness of mobile marketing strategies used by Marks and Spencer?
3. What are different strategies of mobile marketing which can be used to improve
effectiveness at Marks and Spencer?
Implementation plan
Table 1: Gantt chart for implementation of research plan
Activity/Week 1 2 3 4 5 6 7 8
Formulation of research proposal
Development of aims and objectives
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Literature review
Appropriate research methodology
Data collection
Data analysis
Interpretation of findings and results
Conclusion and recommendations
Submission of draft
Changes as per the feedback comments
Final submission of report
TASK 2: FIELD RESEARCH
Identification of research ‘universe’
Determining the effectiveness of the mobile marketing for retail industry is the major aim
of the current investigation. Author will collect appropriate information primary data collection
methods. Regarding this researcher will focus on the customers of Marks and Spencer who uses
its mobile application for purchasing goods and services of the organization (Hammersley and
Traianou, 2012). So, customers of the Marks and Spencer will be considered as research universe
because their will help in identifying the importance of mobile marketing for themselves which
will play important role in identifying the effectiveness of this marketing strategy for overall
performance of the firm.
Identification of representative sample
Researcher will select sampling using probability sampling method. In which, author will
focus on the random number sampling methods which will offer equal chance to every customers
to select in research sample (Prete, 2007). Using this method researcher will select 20
respondents which will help in getting appropriate facts about their level of satisfaction with
mobile marketing of M&S. In addition, random number sampling will play significant role in
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reducing the sampling error for whole investigation which help in improving efficiency of the
research findings.
Appropriate approach
For attaining the current aim author will use combined research approach of qualitative as
well as quantitative. Qualitative research approach plays important role in determining the
theoretical concepts of mobile marketing. But, on the other hand, quantitative research approach
will be significant for determining effectiveness of mobile marketing for customers as well as
organization. Qualitative approach focuses on the different subjective concepts of the research
subject and quantitative approach will shed light on numerical concepts of the research subject.
Overall, combined research approach will helps in resolving research problem in effective
manner.
Data collection method
As per the above discussion, author will use questionnaire survey as a primary data
collection method and literature review as secondary data collection method for the whole
investigation. Primary data collection method will help in getting fresh and new information
about the customer’s perception and present value of the mobile marketing of M&S. On the other
hand, historical data will help in getting data about past research and findings on similar subject
which can provide appropriate insights to understand research issue and getting appropriate
answer to resolve it. For secondary data collection author will use books, websites, journals and
research papers. On the other hand, for survey methodology, researcher will use a structure
questionnaire which is described as under:
Questionnaire for customers of Marks and Spencer:
1. Demographic characteristics of customers:
Name (Optional):
Age:
Gender:
Current occupation:
1. Do you like mobile marketing strategies of Marks and Spencer?
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 Yes
 No
2. Would you like to purchase products and services of Marks and Spencer using mobile
app?
Yes
No
3. What are the major reason behind the use of mobile application of Marks and Spencer for
shopping purpose?
Easy for shopping
Help in decision making
Easier and convenient to use
More reliable
4. In the mobile application of Marks and Spencer what is the most attractive feature for
you?
Promotion through discount coupons
Payment method Design of website
Design of website
Images of products with prices
5. Is your decision to purchase products from M&S app already planned by you?
Yes, Mostly
No
Discover something on internet browsing
6. As per your experience, what is the major effectiveness of mobile application of M&S for
you?
Helps in making comparison between products
Reduce time of shopping
Increases discount offers
Get information about new and future coming products
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7. To which extent you believe that “Mobile marketing of application of Marks and Spencer
is very effective for shopping products and services in less time and cost as compare to retail
store shopping”?
Satisfied
Neutral
Dissatisfied
8. Would you like to use mobile application of M&S in future?
Yes
No
9. Please, suggest appropriate strategies for improving mobile application and marketing of
Marks and spencer?
TASK 3: RESEARCH REPORT AND PRESENTATION
Introduction
The rationale behind conducting the research study is to study the effectiveness of mobile
marketing strategies at M&S. The significance of using this strategy is to evaluate the level to
which retail organizations in UK has been successful. Since the customers are the major target
for every company, there is need to assess the benefits that are provided by M&S in attracting
and influencing them for their products and services (Krum, 2010). Researchers are interested to
investigate the possible future impact of analyzing both positive and adverse impact that is
bought about by the use of various strategies of mobile marketing. With the help of current
report, use of various research methodology tools is taken. These are inclusive of positivism
research philosophy, deductive research approach, descriptive research design, and primary and
secondary data collection methods, etc. Along with this, critical review of literature is mentioned
to detail the theoretical aspects.
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Description of research methods
According to research proposal, investigators have conducted research study for the
current project. With the use of positivism philosophy, objectives formulated were analyzed.
Along with this, primary and secondary data collection methods such as questionnaire survey
have been used (Haig, 2002). The significance of the same is to identity the information with
respect to M&S. Researcher has also used chi square test and thematic analysis for examining
collected facts and figures in an appropriate manner. All these research methods and tools have
provided support in resolving research question of present research study.
Data analysis
As per the research plan thematic analysis has applied by researcher for analyzing
qualitative and subjective information. On the other hand, statistical analysis such as chi square
test has applied by author for examining numerical data about the research subject (Lichtman,
2006).
Thematic Analysis:
Thematic analysis includes different charts, graphs, diagrams and themes for examining
collected data of the survey methodology (Jackson, 2010). Examination of the data using
thematic analysis has described as under:
Theme 1: Major reason behind the use of mobile application of Marks and Spencer by
customers for shopping purpose.
What are the major reason behind the use of
mobile application of Marks and Spencer for
shopping purpose?
Frequency
Easy for shopping 5
Help in decision making 6
Easier and convenient to use 4
More reliable 5
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Researcher wants to determine the major reason behind the use of mobile application by
customers of M&S, author has included above question in questionnaire. Analysis of collected
data has reflected that 6 participants believed that mobile application helps in making decisions
so, they used it. Similarly, 5 thought that it is an easy process for shopping so customers use this
application (Fiegen, 2010). On the other hand, 5 participants use this application because of the
high reliability. At last, 4 customers thought that it is very easier and convenient for shopping
purposes; they use mobile application for shopping purpose.
Theme 2: Most attractive features of Mobile application of M&S for customers.
In the mobile application of Marks and
Spencer what is the most attractive feature for
you?
Frequency
Promotion through discount coupons 7
Payment method Design of website 3
Design of website 5
Images of products with prices 5
For determining effectiveness researcher needs to identify the most attractive feature of
the mobile marketing so, author has included this research question in survey. Above theme has
reflected that 7 respondents believed that promotion through the discount coupons is one of the
attractive features of mobile app of Marks and Spencer. Similarly, 5 participants have believed
that mobile application of M&S provides images of products and services which is also attractive
for customers. Including this, design of mobile website of M&S is also very attractive as per the
votes of 5 participants (Daniel and Sam, 2011). At last, 3 respondents have thought that payment
methods of mobile application are also very impressive. So, all these are the major attractive
features of the mobile application of M&S.
Theme 3: Major effectiveness of mobile application of M&S for customers at the time of
shopping.
As per your experience, what is the major Frequency
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effectiveness of mobile application of M&S
for you?
Helps in making comparison between
products 4
Reduce time of shopping 5
Increases discount offers 6
Get information about new and future coming
products 5
Researcher wants to determine that how a mobile application will be effective for
customers at the time of shopping. Above theme has reflected that as per the 6 participants,
mobile application increases the discount coupons for all customers. Similarly, 5 respondents
have believed that mobile application is very effective for getting information about the new and
future launch of M&S. Along with this, it also help in reducing the shopping time for customers.
In addition, 4 participants thought that it is effective for making comparison between two or
more products.
Statistical analysis: Chi Square test:
Author has applied chi square test for making comparison between observed and
expected frequency. It will help in making conclusion as per the testing of hypothesis. Chi square
test for the current investigation is as under:
Hypothesis 1:
H0 = Null hypothesis = Mobile marketing of application of Marks and Spencer is not very
effective for shopping products and services in less time and cost as compare to retail store
shopping.
Ha = Alternate hypothesis= Mobile marketing of application of Marks and Spencer is very
effective for shopping products and services in less time and cost as compare to retail store
shopping.
7. To which extent
you believe that
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“Mobile marketing of
application of Marks
and Spencer is very
effective for shopping
products and services
in less time and cost
as compare to retail
store shopping”?
S. No. Responses No. of
responses % of Responses
1 Satisfied 15 75.0%
2 Neutral 2 10.0%
3 Dissatisfied 3 15.0%
Total responses 20 50.0%
Observed (O) Expected (E) O-E (O-E)2 (O-E)2/E
15 6.67 8.33 69.39 10.40
2 6.67 -4.67 21.81 3.27
3 6.67 -3.67 13.47 2.02
Calculated value of Chi Square
1
5
.
6
9
As per the assumption, Level Of Significance (LOS) for the current investigation will be
5% and Degree Of Freedom (DOF) will be (n-1= 3-1=2) (Flick, 2011). So, critical value of chi
square on 5% LOS and 2 DOF is 5.99. As per the above calculation calculated value of chi
square is 15.69. It has reflected that calculated value of chi square is greater than the tabulated
value of chi square. So, researcher will reject the null hypothesis and accept the alternative one.
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Therefore, findings of chi square test has reflected that Mobile marketing of application of Marks
and Spencer is very effective for shopping products and services in less time and cost as compare
to retail store shopping.
Evaluation of data
Findings of the data analysis have reflected that mobile marketing is very important
concepts for increasing the sales and number of customers for Marks and Spencer. Examination
of data has reflected that customers of the company uses mobile application for different reasons
such as mobile app is very easy for shopping, help in decision making, easier and convenient to
use and more reliable for customers (Walden, 2013). Including this, findings have also reflected
that most attractive features of mobile marketing is Promotion through discount coupons,
Payment method Design of website, Design of website and Images of products with prices.
Above theme has also reflected that mobile marketing is effective for customers for making
comparison between products, reducing time of shopping, increase sing discount offers and
getting information about new and future coming products. Therefore, all these are the most
effectiveness of mobile application which plays important role in increasing the number of
customers for M&S which leads high sales and financial income for the organization. But, there
are some complications in mobile marketing so, organization should add some important features
such as debit and credit card payment option, chat function, suggest function, cash of delivery
option for improving efficiency of mobile application.
Recommendations for future area of research
The successful achievement of research objectives of this project proved highly effective
in knowing about the effectiveness of mobile marketing strategies at M&S. The present study
was based on a retail organization and future research scholars can conduct investigation on
similar subject but for different organization of other industry such as customer satisfaction
towards the services of hospitality organization (Dushinski and Marriott, 2009). Along with this,
future research can also be made in the field of knowing about the level of satisfaction of
customers of other organizations. Therefore, in general, researchers can accomplish research
studies on different research subjects which are relevant to current study.
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Comparison of result
The current study was achieved through the comparative study of views and suggestions
given by various authors. In conducting research, various facts that were not known has been
explored (Celtek, 2010). Therefore, this study proved effective in extent of knowing the actual
results with the aspect of effective use and measures that are taken as a part of research study. As
evaluated from the secondary data research, all the participants who were taken as a part of
primary data collection were found cooperative and dedicated (Yusof and Lee, 2007). Issues
were encountered in applying the strategies which were partially not proved effective. Therefore,
it has been analyzed that actual outcomes were different from the expected results.
Agreed format and appropriate media to present outcomes
For the current research project, researcher has used Microsoft office. Entire report has
been developed in Microsoft word. This report has used different headings and subheadings for
improving the overall presentation. Along with this, author has used professional English
language with times new roman and 12 font size. All outcomes and final results were presented
in audience with the help of power point presentation. In addition, author has also used Microsoft
excel for analyzing the collected facts and figures and for developing graphs and themes.
Overall, author has used the most suitable media for presenting all the outcomes of current
investigation.
CONCLUSION
According to the current research being undertaken, it has been conclude that research
study with respect to mobile marketing was of core significance. In the fast era change of mobile
technology, there is need to make interactive marketing process. In this regards, the research
conducted have proved beneficial in knowing the advantages that were enjoyed by retail
organizations of UK in using various strategies of mobile marketing.
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