Public Relations Effect on Retail Growth: Arkadia Marketing Analysis

This report examines the impact of public relations on the growth and development of the retail sector, specifically focusing on Arkadia Marketing Ltd. It begins with an introduction that outlines the background, rationale, aim, objectives, research questions, and significance of the study. The research methodology chapter details the research philosophy (interpretivism), design (descriptive), approach (deductive), strategy (survey), data analysis (qualitative), and sampling method (simple random). The report then delves into data analysis, followed by a discussion on ethics, values, referencing, and presentation. The study aims to understand the concept of public relations in the retail sector, explore techniques for growth, interrelate public relations with growth and development, and recommend ways to improve public relations within Arkadia Marketing Ltd. The research employs both primary and secondary data, with a focus on thematic analysis of qualitative data gathered through questionnaires distributed to 20 employees. The report highlights the importance of public relations in building brand image, creating positive customer relationships, and driving revenue growth within the retail industry, offering valuable insights into the strategies and methodologies employed by Arkadia Marketing Ltd.

RESEARCH
METHODOLOGIES
(PART 1)

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION..................................................................................................1
Background................................................................................................................................1
Rationale....................................................................................................................................1
Aim and objectives....................................................................................................................2
Research questions..................................................................................................................2
Significance of present research study..................................................................................2
CHAPTER 2: RESEARCH METHODOLOGY..........................................................................3
Research philosophy................................................................................................................3
Research design.......................................................................................................................4
Research approach..................................................................................................................4
Research strategy.....................................................................................................................5
Data analysis.............................................................................................................................6
Sampling.....................................................................................................................................6
CHAPTER 3: DATA ANALYSIS.................................................................................................7
CHAPTER 4: ETHICS, VALUES, REFERENCING AND PRESENTATION.......................7
REFERENCES............................................................................................................................11

TITLE
To analyse the impact of public relations in growth and development of retail
sector– A Study on Arkadia Marketing Ltd.
CHAPTER 1: INTRODUCTION
Background
Public relations consist of strategic communication process which builds mutual
relationship among organisation and target audience. It can be defined as the practice
to manage relations between enterprise and public. Furthermore, it is the way in which
business can communicate with their target audience and gain successful outcomes.
Main aim of this concept is to create positive image in front of customers which helps to
gain more profits and revenue (Johnson, 2018).
Moreover, public relation involves understanding and support that influence
opinions and behaviour to all kinds of people. In order to maintain public relation, it is
important to focus on appropriate ethics to deal with a large number of audience (Visser
and Tolhurst, 2017). There are several PR tools that build successful results in
enterprise to increase their reputation such as media relations, advertisement, social
media, business events, newsletters, etc.
Rationale
Present study focuses on practices that help in forming and maintaining positive
results that are concerned with individuals to target public. In this way, it also involves
strategic communication that creates benefits and increases trust of stakeholders and
reputation of them as well. Furthermore, this study also assists to inform public,
prospective customers, partners, employees, stakeholders, etc. (Sharif, Troshani and
Davidson, 2015).
In addition to this, present research study also assists to improve different kinds
of skills such as communication, research, writing, etc. It creates guidelines in Arkadia
Marketing Ltd. among employees with specialists to maintain favourable public image in
the organisation. Development of social media programs in the selected firm builds
shape and increase awareness towards goals and objectives (Ramanathan,
Subramanian and Parrott, 2017).
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Aim and objectives
Aim: To analyse the impact of public relations in growth and development of retail
sector– A Study on Arkadia Marketing Ltd.
Objectives
 To understand the concept of public relation in retail sector
 To explore techniques for growth and development of Arkadia Marketing Ltd.
 To interrelate public relation and growth and development of retail sector
 To recommend the ways through which public relations can be improved
successfully in Arkadia Marketing Ltd for their growth and development
Research questions
 What do you understand by the concept of public relation in retail sector?
 What are the techniques for growth and development of Arkadia Marketing Ltd.?
 How to interrelate public relation and growth and development of retail sector?
 What are the ways to improve public relations successfully in Arkadia Marketing
Ltd for their growth and development?
Significance of present research study
In retail sector, public relation plays an important and powerful role that assists to
get more exposure. This is because; in front of target audience, it is important to
develop appropriate brand with several reasons. The current study is also based on a
similar research area which is important for the organisations to undertake effective
strategies for maintaining public relation. Also, very less number of studies have been to
exist in this subject mater and as a result to which, this specific topic has been chosen
over here (Cao and Li, 2015). Management function also establishes and maintains
mutual understanding to categorise competencies in an appropriate way.
CHAPTER 2: RESEARCH METHODOLOGY
Following are certain elements included in research methodology to gain relevant
information and data:
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Research philosophy
Research philosophy is a kind of belief where data is gathered, analysed and
used in an appropriate way. This statement consists of an important part which seeks
with academic position and particularly applied in study. It demonstrates summary from
experience, ideas, past development, etc. (Bell, Gallino and Moreno, 2015). Present
study is based on public relation which is conducted to improve relationship between
enterprise and its target audience with reference to Arkadia Marketing Ltd. Therefore,
choice of research philosophy impacted with practical implications in the business.
There are generally four kinds of research philosophies studied such as pragmatism,
positivism, realism and interpretivism. Choice of philosophy is based on data collection
method that is associated with its implications.
In pragmatism philosophy, data has been taken from both the methods such as
simple random and non-random sampling. Furthermore, positivism research philosophy
is selected when a large amount of data and information is required to be gathered.
Therefore, researcher takes large samples on the measurement of research with using
qualitative tool (Maduku, Mpinganjira and Duh, 2016). In realism, data is collected as
targeted population from non-random sampling within whole population which
ascertained from subject to undertake appropriate research.
In the present research, interpretivism research philosophy has been used
because it assists to gather data with implementation of appropriate theory.
Furthermore, it collects method for investigation in qualitative context. Hence, the
present research based on public relation to increase growth of chosen enterprise which
identify from interpretivism philosophy. This is because, it assists to gather more
accurate information which would be beneficial to conclude data in positive context
(Paul, Sankaranarayanan and Mekoth, 2016).
Research design
Research design consist arrangement of conditions and collection in appropriate
manner. In order to identify impact of public relation in Arkadia Marketing Ltd, it can be
stated that maintain relations with public determine as a research problem with clearly
explicitly with specified hypotheses. Furthermore, adequate tests also applied to explain
appropriate information successfully. It assists to describe method and determining true
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and false of hypotheses (Fatma and Rahman, 2015). With respect to take essential
action, research design must be follow with characteristics that initially adopted to
understand problem. With the help of right research design, pragmatic and solution has
been made with driven research approach to test theory. There are different types of
research design such as action research design, case study design, casual design,
cohort design, cross-sectional design, descriptive design, experimental design,
exploratory design, etc.
In the present study, descriptive research design has been used that assists to
answer in appropriate manner which associated with particular problem. This research
design obtains information towards current status and respect to variables or conditions.
Furthermore, subject is also observed completely with natural and unchanged
environment (Chatzoglou and Chatzoudes, 2016). Furthermore, public interest,
customer demand, etc. also identify which would be beneficial to assess growth and
development with public relation. Therefore, findings could be measure in relation with
target audience to ascertain desired results.
Research approach
Research approach consist relevance of hypotheses in which study conducted
with main distinctive point. In investigation of impact of public relation, approach play
very important role to conduct scientific study in particular area. In this methodology,
there are different kinds of research approaches such as deductive, inductive and
abductive. In order to set hypothesis, deductive approach impact of public relation in
whole research process. Furthermore, inductive research approach consist involvement
of formulation of hypotheses (Kurnia, Karnali and Rahim, 2015). It starts with research
question, aim and objectives. At last, abductive approach consist process which
devoted with facts, observation, etc.
In the present study, deductive research approach has been selected which is
formulated with impact of public relation that are tested in process. Therefore, firstly
theory develop than hypotheses testing, observation test conducted and then
confirmation or rejection of the approach has been assessed. These hypotheses
develop successfully develop to identify impact of public relation (Research
Methodology, 2018). In this context, qualitative data can support the researcher in
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gathering considerate views, opinion, ideas, etc. help to identify importance of
implementing public relations strategies in business. As a result, growth and
development can be achieved.
Hypothesis: Public relation creates impact on the growth and development of retail
sector.
Research strategy
In research methodology, strategy defines as way through researcher make
sense of the object in inquiry. In this context, there are different kinds of research
strategies considered in successful way with using experimental, survey, case studies,
grounded theory, action research, etc. Action research based on different four themes
to conduct study on impact of public relation on growth and development of retail sector
results. Along with this, experimental research strategy applied with appropriate
purposes that study to examine changes in independent variables in dependent variable
(Rathi and Lee, 2015). Case study involve empirical investigation towards study with
multiple sources of evidence. It is the most useful and suitable to gain in-depth
knowledge.
For the present study, survey has been associated with deductive approach. This
is because, study is also related to enterprise and its operations to select this strategy.
Survey also enable to collect huge amount of data with targeted population (Datt, 2016).
Deductive strategy based on relevant theory which consist effective understanding
towards public relation which helps to increase growth and development. Hence,
questionnaire has been made accordingly to conduct appropriate findings and results.
Data analysis
In the research methodology, data analysis is also important chapter which helps
to conduct discussion related with methods. Hence, it is important to analysis primary
data that are collected and employing methods in this consideration. There are two
kinds of methods for data analysis such as qualitative and quantitative. Qualitative
researcher considered interviews, experimental and focus group, etc. (Quinlan and
et.al, 2019). Data analysis ongoing with involvement of identifying common pattern
within the responses. It is also critically analysis to accomplish aim and objectives.
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On the other hand, in quantitative data analysis critically analysis with
interpretation of figure and number also associated. It also assists to attempt and find
rationale with emergence of findings. In the present study, qualitative data analysis
method has been selected to find out appropriate data and information. This is because,
it contains appropriate functioning to identify implementation of public relation to make
growth and development in chosen business (Lewis, 2015). Furthermore, secondary
data is collected to understand the topic selected in present study. This is because, with
the help of qualitative strategy, different tools and techniques have been used in which
different articles, books, journals, etc. are referred.
Sampling
Sampling is the process in which units selected from people and organisation
from whole population as per interest to studying about sample. In order to generalise
results, there are two types of sampling method included such as probability and non-
probability. Probability sampling defines that every individual in whole population stands
with equal chance to select. This is because, it includes random selection (Smith, 2015).
There are several techniques in this method has been considered such as simple
random sampling, stratified random sampling and cluster sampling. Furthermore, non-
probability sampling method includes convenience sampling, purposive sampling and
quota sampling.
For the present study, simple random sampling method has been used which is
the simplest and most useful method to collect appropriate data and information where
every person has equal chance to get selected in the sample size (Cherry, 2018). There
are 20 employees that have been selected from Arkadia Marketing Ltd.
CHAPTER 3: DATA ANALYSIS
Data analysis determines implementation of collected data in an appropriate
manner to develop significant advantages. In this regard, it is important to accomplish
the aim and objectives of study. There are two kinds of data collected from different
tools. Primary data is collected from questionnaire that is gathered through conducting
survey. Furthermore, secondary data is also collected from previous researches,
articles, books, journals, etc. It will assist to find ways that increase significant
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advantages in enhancement of growth and development of retail sector. The selected
topic can help to link with appropriate functioning of public relation (Paul,
Sankaranarayanan and Mekoth, 2016). All these tools help to collect suitable
information from different elements that assist to increase knowledge with effective
functioning. In the present study, thematic analysis has been used which assists frame
different themes in appropriate way.
CHAPTER 4: ETHICS, VALUES, REFERENCING AND PRESENTATION
With respect to conduct present study, it can be stated that researcher require
follow ethics, values, etc. to determine effective functioning. In this regard, research
includes human subjects and raises unique things to find appropriate results in study. In
addition to this, researcher also care for other people, animal when using them (Sharif,
Troshani and Davidson, 2015). Risks and harms minimise with increasing benefits to
implement respect of human dignity and autonomy. Present research is considered for
identifying the impact of public relation to make higher growth and development in
Arkadia Marketing Ltd.
Activities Week
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Determinin
g research
proposal
Defining
backgroun
d or
rationale
for study
Literature
review
Devising
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the
questionna
ire
Gathering
data
Examining
the data
Findings
Recomme
ndations
and further
areas to
be
considered
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Final
Submissio
n
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REFERENCES
Books and Journals
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growth. Journal of Retailing. 91(2). pp.198-216.
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SMEs: an empirical research. Journal of Enterprise Information Management.
29(3). pp.327-358.
Fatma, M. and Rahman, Z., 2015. Consumer perspective on CSR literature review and
future research agenda. Management Research Review. 38(2). pp.195-216.
Johnson, P., 2018. New firms: An economic perspective. Routledge.
Kurnia, S., Karnali, R.J. and Rahim, M.M., 2015. A qualitative study of business-to-
business electronic commerce adoption within the Indonesian grocery industry: A
multi-theory perspective. Information & Management. 52(4). pp.518-536.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice. 16(4). pp.473-475.
Maduku, D.K., Mpinganjira, M. and Duh, H., 2016. Understanding mobile marketing
adoption intention by South African SMEs: A multi-perspective framework.
International Journal of Information Management. 36(5). pp.711-723.
Paul, J., Sankaranarayanan, K.G. and Mekoth, N., 2016. Consumer satisfaction in retail
stores: Theory and implications. International Journal of Consumer Studies.
40(6). pp.635-642.
Quinlan, C. and et.al, 2019. Business research methods. South Western Cengage.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail
network operations and marketing to enhance customer satisfaction.
International Journal of Operations & Production Management. 37(1). pp.105-
123.
Rathi, N. and Lee, K., 2015. Retaining talent by enhancing organizational prestige: An
HRM strategy for employees working in the retail sector. Personnel Review.
44(4). pp.454-469.
Sharif, M.H.M., Troshani, I. and Davidson, R., 2015. Public sector adoption of social
media. Journal of Computer Information Systems. 55(4). pp.53-61.
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Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods.
Sage.
Visser, W. and Tolhurst, N., 2017. The world guide to CSR: A country-by-country
analysis of corporate sustainability and responsibility. Routledge.
Online
Cherry, K., 2018. Sample Types and Errors in Research. [Online] Available through:
<https://www.verywellmind.com/what-is-a-sample-2795877>.
Datt, S., 2016. Defining research strategy in a research paper on business studies.
[Online] Available through: <https://www.projectguru.in/publications/research-
strategy-business-studies/>.
Research Methodology. 2018. [Online] Available through: <https://research-
methodology.net/research-methodology/research-approach/>.
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