Research Proposal: Digital Technology's Impact on SMEs, Unit 11

This report presents a research proposal focused on the implications of digital technologies on Small and Medium Enterprises (SMEs), specifically using the Holiday Inn Express in London, UK, as a case study. The proposal outlines the research aim and objectives, emphasizing the need to understand the impact of digital technologies on business activities, identify the technologies used, evaluate their impact on operations, and suggest improvements. It includes a comprehensive literature review, discussing the advantages and drawbacks of digital technologies in the context of SMEs. The methodology section details the research philosophy (positivism), approach (deductive), strategies (qualitative and quantitative), design (descriptive), data collection methods (primary and secondary), and sampling techniques. The report also outlines the activities and timelines for the research, including literature review, methodology drafting, data analysis, and report completion. Furthermore, it describes the data collection methods, sampling strategies, and data analysis techniques (thematic analysis) to be employed. The proposal addresses potential costs, access, ethical considerations, and research limitations, providing a detailed plan for conducting primary and secondary research. The ultimate goal is to provide insights into how SMEs can leverage digital technologies effectively.

Unit 11 RP

Table of Contents
TITLE..............................................................................................................................................1
P1 Research proposal defining research questions and supported by literature review..............1
P2 Appropriate research method.................................................................................................4
P3 Conducting primary and secondary research using precise methods for business research
project..........................................................................................................................................6
P4 Application of appropriate analytical tools for analysing primary and secondary data.........8
P5 Communication of output.....................................................................................................18
P6 Reflection on the effectiveness of research methods...........................................................18
P7 Alternate research methodologies which can be used..........................................................19
REFERENCES..............................................................................................................................21
APPENDIX A................................................................................................................................23

TITLE
“The implications of digital technologies on Small and Medium Enterprise (SME’s)”
P1 Research proposal defining research questions and supported by literature review
In the era of globalisation and digitisation, the management of organisations are striving
for generating maximum output by using digital technologies like cloud computing, advance
integrated information systems, communication technologies, etc. so that they can sustain in the
competitive environment (Davies, Coleman and Livingstone, 2015). In this race, small and
medium size organisations are participating more and more in order to put a benchmark on the
national economy of United Kingdom. Digital technologies not only helps in reducing the
manual efforts of the enterprises but it also helps in promulgating the profits and sales
adequately. In accordance with this context, the following research proposal will aim to
investigate the implications of digital technologies in Holiday Inn Express, London, United
Kingdom. The advantages and drawbacks of digital technologies used in the organisation will be
assessed in this proposal by analysing the primary and secondary data. In this context, the aim
and objectives of research proposal is described below:
Aim
“To understand the implication of digital technologies on business activity: A study on The
Holiday Inn Express, London, UK.”
Objectives:
 To comprehend the business activities at The Holiday Inn Express London, United
Kingdom.
 To identify the digital technologies used at The Holiday Inn Express London, United
Kingdom.
 To evaluate the impact of digital technology on business operations of The Holiday Inn
Express London, United Kingdom.
 To recommend and suggest methods through which The Holiday Inn Express London,
United Kingdom, can improve their digital technologies effectively and efficiently.
Rationale of study
I have developed by interest in this specific sector so that research can be conducted
adequately. I have implemented multiple strategies that assist me in improving my performance
level in effective and efficient manner. This research helps me in development of my skills by
1

nurturing my abilities. As hospitality sector remains unknown to me, the research proposal
provided me an opportunity to get familiar with the industry. Further, I have acquired adequate
information about implications of digital technologies in the organisation. Eventually, this
research proposal provides me ample of opportunities to interact with employees of the Hotel
Holiday Inn Express. This was very crucial for me in order to collect and analyse the data
effectively.
Literature Review
According to Edelman and Singer, (2015) digital technologies include the technologies
that helps in reducing the manual efforts, helps in saving both time and cost to the organisation.
These includes, smart computers, cloud devices, high tech information systems, etc. In the era,
which is characterised by dynamisms, where customers needs and preferences are changing
rapidly and with the development of new agile policies of government, competition within the
organisations is increasing rapidly. Percy and et.al., (2015) said that each and every organisation
is striving for promulgating its profits and sales by increasing customer base. Digital
technologies and information systems are assisting the management of organisations to increase
the effectiveness in the quality of work and products. Schegg and Stangl, (2017) said that there
were more than 5.7 million small and medium scale organisations in United Kingdom in 2017
which was over 99% of all businesses. This implies that majority of market share was acquired
by small and medium scale enterprises. In order to sustain in the competitive environment, the
management of organisations are using digital technology to robust their existing organisational
system and helps in increasing their profits and sales. Digital technologies revolutionised the
work culture and business process. It helps in reducing the long procedure of production to
distribution in small process (Tyner, 2014). Further it aid in increasing the effectiveness in the
quality of work and products. Taylor, Fritsch and Liederbach, (2014) argues that not everyone
can afford the digital systems and technologies. These are expensive and for small business
enterprises, the management tends to avoid implementing these expensive technologies at their
premises. Thus, it can be understood that digital technologies helped in reducing the time and
efforts of the organisation but also add cost to the organisation. Further, in order to use digital
technologies efficiently, the management needs to train their staff accordingly and precisely.
This increases both training cost and time of the organisation. As small and medium scale
2

enterprises have limited staff, the management did not bother to train them adequately (von
Briel, Davidsson and Recker, 2018).
From the above review of literature, it can be understood that digital technologies helps
in increasing the effectiveness in the quality of work in the organisation. It is expensive and
difficult to use without proper training, but management can increase the productivity and
profitability after using digital technology appropriately and precisely.
Activities and timescales
Activity 1th
W
ee
k
2nd
Wee
k
3rd
Week
4th
Wee
k
5th
Week
6th
Week
7th
Week
8th
Wee
k
9th
Wee
k
10th
Week
Identify
research
topic
Review of
Literature
Drafting
Methodol
ogies
Complete
Proposal
Design
question
and pilot
research
Document
ation of
records
Analysing
data and
interpreta
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tion
Discussion
and
Conclusio
n
Final
Report
Editing &
Completio
n
P2 Appropriate research method
To conduct the research in appropriate manner, the researcher will utilise precise research
methodology. To accomplish the aim and objectives of the research, it is very crucial for the
researcher to consider the methods used to analyse the research. These methods will help the
researcher to answer the research questions appropriately and eventually researcher will able to
accomplish the goals of proposal. In this context, the appropriate, which will be utilise by the
researcher, is provided below:
Figure 1: Research Methodology
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(Source: Research Philosophy, 2017) Research philosophy: Research philosophy is the belief of collecting, analysing, and
interpreting the collected data effectively and efficiently. There are four types of research
philosophies used widely by the researcher (Zou and Sunindijo, 2015). In the following
research proposal, to analyse the implications of digital technology on Holiday Inn
Express, researcher will use positivism research philosophy. As positivism research
philosophy sticks fast to the view that only factual knowledge can be gained through
observation. Thus, positivism research philosophy will help in analysing the data
collected and aid in answering the research questions adequately. Research Approach: Research approach is the plan following which the researcher will
able to attain the aim and objectives of the particular research. There are three types of
research approaches, which are used by the researchers while conducting their study. In
the following research proposal, the researcher will use deductive research approach to
test the validity of assumptions and theories. By using deductive research approach the
researcher will able to attain the goals of proposal and will able to comprehend the
collected data effectively and efficiently. Research Strategies: These strategies are formulated by researchers to conduct the
research precisely and effectively (Pretorius, Goede and Terblanche, 2016). In the present
research proposal to investigate the implications of digital technology on Holiday Inn
Express, the researcher will use both qualitative and quantitative research strategies.
Qualitative research strategy will help the researcher to analyse the theories and case
studies and quantitative research strategies will assist the researcher to comprehend the
statistical figure adequately. In this way, the researcher will able to accomplish the aim
and objective of the research proposal adequately and precisely. Research Design: Research design aid in increasing the effectiveness of the research
proposal. There are various types of research design which are used by scholars and
researchers widely to conduct their research (Zou and Sunindijo, 2015). Research design
helps in answering the research questions and analysing the theories. In the present
research proposal, the researcher will use descriptive research design. Descriptive
research can be explained as a statement of affairs as they are at present with the
researcher having no control over variable. Thus, by using descriptive research design,
5

the researcher will be able to attain the desired goals and objectives of the research
proposal. Data Collection: The process of gathering data and information is known is data
collection process (Clarke and Fujimura, 2014). Data can be obtained from two sources,
which are primary and secondary sources. Primary source of data will be obtained by the
researcher himself or herself by conducting questionnaire survey in Hotel Holiday Inn
Express. The secondary data will be obtain by analysing the books and journals written
by senior researchers and scholars. In this manner, the researcher will able to accomplish
the desired goals and objectives of the following proposal efficiently. Sampling: The process of taking small proportion of data from the large pool of
information is known as sampling. It is the crucial process of the research methodology
as to analyse the large collected data is not pragmatically possible for researcher. In this
context, the researcher will take a sample of 20 employees working at Holiday Inn
Express in order to gather their review about the impacts of digital technology on their
organisational performance. This will help the researcher to attain the aims and objectives
of the research effectively and efficiently.
 Data Analysis: The process of transforming the raw data into meaningful information is
known as the data analysis. It is the most essential and crucial process of the research
proposal (Luma and et.al., 2014). It helps the researcher as well as end user to
comprehend the collected data precisely. It is very important for the researcher to analyse
the collected data appropriately so that meaningful information can be generated. In the
present research proposal, the researcher will use thematic analysis to analyse and
interprets the gathered data efficiently. In this way, the researcher will be able to provide
brief understanding about the research topic and objectives.
P3 Conducting primary and secondary research using precise methods for business research
project
To conduct primary and secondary research, the researcher will be using precise
methodology of research that will helps in accomplishing the research aims and objectives. The
cost, access, ethical issues and research limitations faced by the researcher is described below
along with the methods used in the research:
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 Research Philosophy: Research philosophy is the first part covered by the researcher. In
the present research proposal the researcher will be using positivism research philosophy.
It helps in generalising the thesis and assist in analysing the data effectively. Research
philosophy is the belief of collecting, analysing and interpreting the collected data
effectively and efficiently. Thus, positivism research philosophy will help in analysing
the data collected and aid in answering the research questions adequately (O'Brien and
Pipkin, 2017). Research Approach: Research approach is the general plan formulated by the researcher
to attain the research aim and objectives. In the following research proposal, the
researcher will use deductive research approach to test the validity of assumptions and
theories. By using deductive research approach the researcher will able to attain the goals
of proposal and will able to comprehend the collected data effectively and efficiently. Data Collection: The process of gathering data and information is known is data
collection process (Pretorius, Goede and Terblanche, 2016). Data can be obtained from
two sources, which are primary and secondary sources. Primary source of data will be
obtained by the researcher himself or herself by conducting questionnaire survey in Hotel
Holiday Inn Express. The secondary data will be obtain by analysing the books and
journals written by senior researchers and scholars. In this manner, the researcher will
able to accomplish the desired goals and objectives of the following proposal efficiently. Sampling: It is the vital process of the research methodology as to analyse the large
collected data is not pragmatically possible for researcher (Clarke and Fujimura, 2014).
In this context, the researcher will take a sample of 20 employees working at Holiday Inn
Express in order to gather their review about the impacts of digital technology on their
organisational performance. This will help the researcher to attain the aims and objectives
of the research effectively and efficiently. Data Analysis: It is the most essential and crucial process of the research proposal. It
helps the researcher as well as end user to comprehend the collected data precisely. It is
very important for the researcher to analyse the collected data appropriately so that
meaningful information can be generated. In the present research proposal, the researcher
will use thematic analysis to analyse and interprets the gathered data efficiently. In this
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way, the researcher will be able to provide brief understanding about the research topic
and objectives. Ethical Consideration: Ethical consideration is the most crucial part of any dissertation
or research proposal (Luma and et.al., 2014). In order to increase the quality of research
and to avoid any uncertainty, the researcher must conduct his or her research in precise
and ethical manner. In the present study, the researcher will inform the participants of the
research (who are employees of Holiday Inn Express) about the purpose and motive of
research. The protection of the privacy of research participants will be ensured. Adequate
level of confidentiality of the research data will be ensured. Research Limitations: In the following research proposal, the researcher faced following
obstructions that creates a barrier in effective research project. The limitations are listed
below:
◦ Cost: The researcher faced budget issue as there is lack of budget available for
conducting the research effectively. By proper planning and using appropriate
strategies, researcher able to eradicate the issue adequately.
◦ Time: Another issue faced by researcher was related with time. As the management of
Holiday Inn Express was not available which increases the deadline of researcher.
This creates a obstruction in the effectiveness of research proposal.
◦ Data collection The issue faced by the researcher related with gathering of data. As
primary data collected from employees of the organisation. At first employees was
resist to participate in the survey. After taking permission and demonstrating them the
objectives of research, they begin to participate.
◦ Implementation of data collection method: There are various methods of data
analysis. Researcher got perplexed that which method should be optimum for the
following research. This becomes the limitation eventually.
◦ Access issues: Another limitation faced by the researcher was related with access
issues. In order to collect data from secondary sources, researcher needs access to the
relevant articles written by senior researchers. It was difficult for the researcher to
access the data effectively.
P4 Application of appropriate analytical tools for analysing primary and secondary data
Primary data analysis
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The primary data analysis is done by using thematic analysis. In this researcher will
interpret the collected data in themes by formulating tables and charts. This will helps in
providing brief understanding of the research aim and objectives. The primary data analysis of
20 employees review is provided below:
Theme 1: Holiday Inn Express uses latest digital technologies at premises.
Is your organisation uses latest digital technologies at premises? Frequency
Yes 14
No 5
Not Sure 1
Interpretation: In the questionnaire survey, the question has been asked by the researcher in
order to acquire the information about the use of digital technology at Holiday Inn Express. After
analysing the sample of 20 employees, it was identified that 14 employees agreed with the
statement. 5 employees does not agree with the statement as they believed that the organisation
does not use digital technology in the organisation. Further, one employee was not sure whether
the organisation used latest digital technology or not. This implies that the management of
Holiday Inn Express uses latest and upgraded digital technology in the premises.
Theme 2: Holiday Inn Express got benefited by using digital technologies.
Is Holiday Inn Express got benefited by using digital technologies? Frequency
9
Yes No Not Sure
0
2
4
6
8
10
12
14
14
5
1
Use of Digital Technology

Yes 16
No 2
Not Sure 2
Interpretation: In order to conduct the research, the researcher conducted questionnaire survey in
the organisation in which he or she asked question to employees to know that digital
technologies provides benefits to organisation or not. From the analysis, it was identified that 16
employees agreed with the statement. 2 employees does not agree with the statement and 2
employees were not sure whether implications of digital technologies aid in providing any
benefits to the organisation or not. Thus, it can be understood that digital technology helps in
providing benefits to the management of Holiday Inn Express.
Theme 3: Smart Room Keys mostly prefer by Hotel Holiday Inn Express.
What type of digital technology mostly prefer by Hotel Holiday Inn Express? Frequency
Digital Conference facilities 4
Mobile Communication and automation 3
Smart Room Keys 9
Cloud Services 4
10
Yes No Not Sure
0
2
4
6
8
10
12
14
16
16
2 2
Benefits by using digital technology

20%
15%
45%
20%
Type of Digital Technology used
Digital Conference facilities
Mobile Communication and
automation
Smart Room Keys
Cloud Services
Interpretation: In the questionnaire survey conducted by the researcher in Holiday Inn Express,
the question has been asked from the employees about the type of digital technology mostly
prefer and used in the hotel. From the analysis of the survey, it was identified that 4 employees
said that their hotel has digital conference facilities. 3 employees said that mobile
communication and automation is used in the organisation. 9 employees said that there
organisation prefer to use smart room key and 4 employees said that cloud service is being used
in the organisation. Thus, from the analysis, it can be understood that smart room keys are
mostly used in the organisation.
Theme 4: Adequate training is provided by the management of Holiday Inn Express for using
digital technologies.
Is adequate training is provided by the management of Holiday Inn Express for
using digital technologies?
Frequency
Yes 12
No 6
Not Sure 2
11

Yes No Not Sure
0
2
4
6
8
10
12
14
12
6
2
Training provided to employees
Interpretation: In the questionnaire, the question has been asked by the researcher to the
employees of hotel to get information about the training is being provided by the management to
improve their skills or not. From the analysis of sample of questionnaire, it was identified that 12
employees agreed with the statement and said that adequate training is being provided by the
management to handle digital technology. 6 employees does not agree with the statement and
said that adequate training is nor provided by the management and 2 employees were not sure
about whether adequate training is being provided by the management or not.
Theme 5: The productivity and profitability of the organisation got increases after using
digital technology in the organisation.
Is the productivity and profitability of the organisation got increases after using
digital technology in the organisation?
Frequency
Yes 13
No 3
Not Sure 4
12

Yes
No
Not Sure
0 2 4 6 8 10 12 14
13
3
4
Productivity and profitability increases
Interpretation: In the questionnaire survey, the question has been asked by the researcher to get
information about the affects on organisational productivity and profitability after using digital
technologies. From the analysis of the questionnaire sample, it was identified that 13 employees
agreed with the statement. 3 employees did not agree with the statement and 4 employees were
not sure whether the productivity and profitability of the organisation got increases after using
digital technology or not. Thus, it can be understood that digital technology helps in increasing
the productivity and profitability of the organisation.
Theme 6: Digital technology positively impacts on performance.
How implementation of digital technology affects your performance? Frequency
Positively 10
Negatively 4
Neutral 6
13

10
4
6
Impact of digital technology on employees
Positively Negatively Neutral
Interpretation: The questionnaire survey was conducted by the researcher in Holiday Inn
Express in which the question has been asked from employees about the impacts of digital
technology on their performance. From the analysis, of the questionnaire survey, it was identified
that 10 employees said that using digital technology positively impacts on their performance. 4
employees said that digital technology negatively impacts on the performance. 6 employees said
that digital technology does not impact much on the performance. Thus, it implies that
implementation of digital technologies positively impacts on the performance of employees.
Theme 7: The satisfaction of consumer increases after using digital technologies.
Does the satisfaction of consumer increases after using digital technologies? Frequency
Yes 12
No 5
Not Sure 3
14

Yes No Not Sure
0
2
4
6
8
10
12
12
5
3
Impact on customer satisfaction
Interpretation: In the questionnaire survey, the question has been asked by the researcher in
order to know whether customer satisfaction has been increased after using . After analysing the
sample of 20 employees, it was identified that 12 employees agreed with the statement. 5
employees does not agree with the statement as they believed that the customer satisfaction does
not increase after using digital technology. Further, 3 employees were not sure whether the
customer satisfaction increases or not. This implies that satisfaction among customer increases
since the hotel implemented digital technologies and systems.
Theme 8: Conflicts got reduced after using digital technology in the organisation.
According to you what advantages digital technologies provided to your hotel? Frequency
Increase in customer satisfaction 3
Increase in employee motivation 3
Reduction in conflicts 8
Increase in organisation status 6
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3
3
8
6
Advantages of digital technology
Increase in customer satisfaction Increase in employee motivation
Reduction in conflicts Increase in organisation status
Interpretation: In the questionnaire survey, the question has been asked by the researcher in
order to get the reviews of employees about the benefits of digital technology. After analysing
the sample of 20 employees, it was identified that 3 employees stated that after using digital
technology, customer satisfaction got increased. Another 3 employees said that employee
motivation got increased after digital technology. 8 employees said that conflicts got reduced
after using digital technologies and 6 employees said that organisation goodwill got increased.
Thus, it can be understood that conflicts got reduced after using digital technology in the
organisation.
Theme 9: Invest more in the latest technology will help in improving the use of digital
technology in Holiday Inn Express.
What are your recommendations of improving the use of digital technology in
Holiday Inn Express?
Frequency
More Training 4
Invest more in the latest technology 10
Update existing technology 1
No Recommendations 5
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More Training Invest more in the
latest technology Update existing
technology No Recommendations
0
1
2
3
4
5
6
7
8
9
10
4
10
1
5
Recommendations
Interpretation: In the questionnaire survey conducted by the researcher in Holiday Inn Express,
the question has been asked from the employees to know about their recommendations to
improve the digital technology implemented in the organisation. From the analysis of the
survey, it was identified that 4 employees said that more training is required to improve the use
of digital technology. 10 employees said that investing more in digital technology will help in
improving the effectiveness. 1 employee said that management needs to focus on updating
existing technology. 5 employees have no recommendations. Thus, from the analysis, it can be
understood that investing more in the latest technology will help in improving the use of digital
technology in Holiday Inn Express.
Secondary data analysis
Researchers and scholars said that digital technology and systems helps the hotel industry
by increasing their revenue and formulating a robust structure that guarantees their future
success. In the era where technological advances are rapidly increasing and many new integrated
systems are available in the market that helps the business organisations to reduce their efforts
and time adequately. It is the duty and responsibility of the management to care fully invest in
those technologies that provides ample of benefits to the organisation. Thus, by implementing
digital technologies in the organisation, the management will able to increase their customer base
and eventually lead towards growth and development.
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P5 Communication of output
Covered in PPT
P6 Reflection on the effectiveness of research methods
In accordance to the research process followed by researcher I learned that it is important
for the scholar to implement the use of research methodologies at the time of conducting
investigation. Further, I enjoyed learning about different tools and techniques of research process
which assist the scholar in making entire process smooth and systematic. I learned about the
research philosophies which \h aid the investigator in developing understanding over research
topic. The philosophy provides two type of tools which function differently like one is based on
developing understanding with the use of theories and concepts whereas one is based on learning
about the objective of study. Moreover, it was interesting to analyse the research methods and
their uses in step by step process like first the researcher make use of philosophy, than the person
uses appropriate approach, research technique etc. Furthermore, from the above study I have
derived that it is important for the scholar to use research methods to conduct effective process
and to accomplish the motive of determined objectives. Apart from this, with the research I even
learned about the concept of digital technology which is evaluated by scholar to analyse its
effective uses in small medium enterprise. In my opinion, use of research methods make the
process of study interesting and assist the person in identifying several new things and strategies
to conduct effective study in the future. According to this study I have analysed that to establish
a strong base it is important for the scholar to make use of effective research techniques because
implementing the research methods is the most crucial part of research project and is the base for
entire data collection and analysis.
Apparently according to me the best tool of research method is data collection where the
person has choice of gathering information where the person ca collect information from already
available information which is secondary source or the individual can collect data through
primary sources which are interview, survey, questionnaire etc. Personally, I feel that primary
data collection method provides the most effective and appropriate information to researcher as
in this the person is able to gather fresh and current information which is quite easy to evaluate
and make assumption. However, I feel secondary information available in secondary sources is
authentic but is time consuming and therefore in this research the scholar made use of both type
of data collection method. The use of both type of analysis assist the researcher in making study
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accurate and reliable. In addition, the entire research process assisted me in learning different
aspect of research process which needs to be followed before conducting study like the
questionnaire of interview and survey is the key driver and it is important for the investigator to
prepare a list of question on the basis of objective. Nevertheless, in my opinion, the best tool of
methodology is ethical consideration which assist in researcher to ensure that the process of
conducting research is ethical and is not harming the values and beliefs of individual. Further,
with the help of this, the scholar before conducting investigation seeks for the permission from
the authorities who are the head who is the person responsible for maintaining appropriate
environment. Thus, from the above research project and methodology I have learned that
implementing the use of appropriate research tool assist the person in making process simpler
and effective. The study helps the investigator in meeting the motive of research objectives and
goals. Hence, I would like to conclude by stating that according to qualitative analysis of
information is easy in comparison to quantitative data as the in quantitative the scholar is bound
to consider all the facts available and is generally mathematical and numeric in terms. Therefore,
personally I feel researcher use qualitative analysis because in that method the person can
formulate assumptions on the basis of collected data. Henceforth, I evaluated that implementing
the use of research methodologies is the best way to seek information about any topic in order to
derive effective results.
P7 Alternate research methodologies which can be used.
Research methodology offer various tools and technique to researcher which aid in
conducting research process effectively. In this research process the research made use of
research methods according to the convenient but there are numerous tools which can aid in
conducting effective study. The first tool of study is research philosophy which has two methods
that is positivism and interpretivism (Sobh and Perry, 2016). In research process the scholar
made use of positivism but the use of interpretivism would have assisted the researcher in
analysing research objective with the use of various models, concepts and theories. The use of
this philosophy assist the individuals in developing strong and competitive understanding over
the research topic. However, in this study the investigator made use of deductive approach but
according to study implementing the use of inductive approach would also have assisted the
person as the tool is used to analyse the facts which are already available and according to study,
it has been determined that researcher have used already available facts and information to
19

accomplish objective (Ormerod and Ulrich, 2013). Apparently there are two data collection
method that is primary and secondary and the researcher have used both methods to derive
appropriate and accurate results (Rubin and Babbie, 2016). Therefore, in accordance to data
collection, gathering information trough one source is more specific and reliable instead of two
because when analysing secondary facts the study becomes authentic and when using primary
source the investigation is based on current assumption which is reliable. In accordance to this
the use of both methods is effective but sometimes is time consuming but on the other hand it is
important for the researcher to make use of every possible research methods which can assist in
meeting objectives of study.
However, there are various types of research techniques which can be used in
investigation like, experimental, exploratory, semi experimental etc. The different techniques
offers the distinguished ways for conducting research process (Creswell, John and Cheryl, 2017).
In accordance, it is very important for the researcher to determine the most effective tool for
conducts study as per the research topic and objectives. On the other hand, in this research of
digital technology in small medium enterprise the scholar have used random sampling method
but there are many other sampling methods which can be used like cluster sampling in which the
scholar divided the population in two separate groups which makes data collection easier.
Further, scholar can also use probability sampling in which the researcher has the freedom to
choose any method and population which have equal chance of getting selected. It is the method
of random sampling where the researcher has the choices of choosing groups (Hogg, 2010).
Hence, it can be summarized that researcher have different choices of tools and techniques of
research methodologies for one research therefore the person is free to implement research
methods according to convenient of collecting and analysing data. Thus, it is important for the
investigator to make use of different research methods because it is the only tactic which assist
the person in deriving appropriate information and collecting accurate and reliable data. The use
of distinguished research methods assist the scholar in understanding research topic and
objectives in wider concept. Henceforth, nit can be outlined that there are various tools for
conducting study therefore evaluation of effective tool plays the most crucial role in entire
researcher project.
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REFERENCES
Books and Journals
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Edelman, D.C. and Singer, M., 2015. The explosion of digital technologies over the past decade
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Hogg, K. M., 2010. Composing Qualitative Research. Qualitative Market Research: An
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Luma, H.N., and et.al., 2014. Research methodology. CARDIOVASCULAR JOURNAL OF
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APPENDIX A
Questionnaire
Q1. Is your organisation uses latest digital technologies at premises?
 Yes
 No
 Not Sure
Q2. Is Holiday Inn Express got benefited by using digital technologies?
 Yes
 No
 Not Sure
Q3. What type of digital technology mostly prefer by Hotel Holiday Inn Express?
 Digital Conference facilities
 Mobile Communication and automation
 Smart Room Keys
 Cloud Services
Q4. Is adequate training is provided by the management of Holiday Inn Express for using
digital technologies?
 Yes
 No
 Not Sure
Q5. Is the productivity and profitability of the organisation got increases after using digital
technology in the organisation?
 Yes
 No
 Not Sure
Q6. How implementation of digital technology affects your performance?
 Positively
 Negatively
 Neutral
Q7. Is consumer satisfaction increases after using digital technology?
 Yes
23