Research Skills Report: Analysis of Online Shopping Trends in the UK

This report delves into research skills through a case study on online shopping trends in the UK. It begins with an introduction to research skills, emphasizing their role in systematic investigation. The report then assesses various research methodologies (inductive vs. deductive, positivism vs. interpretivism, exploratory vs. descriptive, qualitative vs. quantitative), justifying the use of an inductive approach, positivism philosophy, descriptive design, and quantitative research type. It highlights the importance of both qualitative and quantitative data, addressing potential problems in research, such as selecting the right topic, methodology, and managing time and money constraints. The report also justifies the use of primary and secondary research resources, evaluating the importance of primary information sources. The report concludes with a presentation of a research proposal, discussing the role of ethics in research and preparing an extract suitable for a seminar environment, including constructive feedback on proposals.

Research Skills
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TABLE OF CONTENTS
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
1.1 Assessment of different research methodologies related to the case study...............................3
1.2 Justification of the use of a research methodology to be used for the research proposal..........4
1.3 Importance of both qualitative and quantitative data in research..............................................5
1.4 Problem that can arise when undertaking research....................................................................5
TASK 2.................................................................................................................................................6
2.1 Justification of the use of research resources.............................................................................6
2.2 Evaluation of the importance of using primary information sources........................................7
2.3 Describing a recognized system for referencing........................................................................7
TASK 3.................................................................................................................................................8
3.1 Present a research proposal to a defined audience utilising appropriate survey techniques......8
3.2 Discuss the role of ethics in research.........................................................................................9
TASK 4...............................................................................................................................................10
4.1 Preparation of an extract from the research proposal appropriate to a seminar environment. 10
4.2 Providing a constructive feedback on proposals presented within the seminar environment. 10
CONCLUSION..................................................................................................................................10
REFERENCES...................................................................................................................................12
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INTRODUCTION
The development of strong research skills help in to conduct a systematic investigation of
available resources in order to established new facts and reach to a new conclusion. A research
study is a detailed description on a selected study area by using different tools and techniques. The
present study is based on research skills and to understand this, a case study of online shopping
trend in the UK is taking into the consideration (Murdoch-Eaton, Drewery, and et.al., 2010). As per
the case, each individual and families do online shopping from various stores in UK for their
fashion needs. Consumers’ preferences for the stores for purchasing can be different due to various
issues because they have been already bad past online shopping experience. Objective that will
cover under the present research is investigating the factors that determine the preferred stores and
buying pattern of individual and families customers.
TASK 1
1.1 Assessment of different research methodologies related to the case study
The aim of the following research proposal is to understand the buying pattern and preferred
stores of individuals and families related to online shopping in the UK. In this context, there are
various research methods available to carry out the study. Assessment of these research
methodologies are as follows:
Research approach: There are two types of research approach: inductive and deductive. The
relevance of hypotheses to the study is the major difference between both of the techniques. In
inductive approach, there is a no role of formulation of hypotheses. Here, research start with
research questions, aim and objectives that require achieving by research process. But in deductive
research approach, a set of hypothesis formulates and then research process carries out. In this, an
investigation being with general discussion and end on at specific outcomes (Deductive Approach
(Deductive Reasoning), 2016).
Research philosophy: A research philosophy is a belief about the way in which information or data
can be gathered, analyzed and utilized. Positivism and interpretivism are two types of research
philosophy. In positivism research philosophy, only facts and figures collect via observation. If
researcher uses the following research philosophy in the research then it is only limited to data
collection and interpret it through objectives. But in interpretivism, the scholar interprets different
elements of the study (Callister, 2010).
Research design: It refers to a strategy that selects by a researcher to integrate different components
of the study in the logical and coherent manner. With the help of this, it becomes easy to address the
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research problem. Exploratory and descriptive are two type of research design. An exploratory
research design is use in research when there are few or no previous studies carry out in earlier
time. With the help of this, it explores the research questions and not reaches to a particular
solution. But in descriptive research, the current issue analyse by a process of data collection which
enables the researcher to define the problem in effective manner (Descriptive Research, 2016).
Research type: Qualitative and quantitative are types of research where quantitative research type is
a logical and data led approach that provides a measure of thinking of people in the form of
statistical and numerical. On the other hand, qualitative research is used to gain an understanding of
fundamental reasons and provides better insights into the problems (Jones, Crookes and Johnson,
2011).
1.2 Justification of the use of a research methodology to be used for the research proposal
For the present research proposal, there will be different research methodology will be
applicable. Selected methods and their justifications are as follows:
Research approach: The suitable research approach for current research proposal will be inductive.
The reason of choosing this is there will be not hypothesis form to investigate buying pattern and
preferred stores of individuals and families related to online shopping in the UK. Along with this,
the research will start with aim and objectives and end on particular result (Carey, 2012). It will
assist in explore a phenomenon, identification of buying pattern and preferences of the customers
related to online shopping in the UK.
Research philosophy: For present research proposal, the suitable research philosophy will be
positivism because it will focus on the objectives of the study. With the help of this, it will be easy
to determine the relationship between buying pattern of customers and selection of stores for online
shopping in the UK (Shaffer, 2011).
Research design: The appropriate research design for research proposal will be descriptive where
the investigator will observe the data to analyse the research problem without making change in
collected information. It will also assist the researcher to interact with the customers who are using
online shopping trend in the UK and gather information to move the investigation in right direction
to achieve aim and objectives (Hackerson, 2010).
Research type: Quantitative research technique will be used by the researcher to determine the
buying pattern and preferred stores of individuals and families related to online shopping in the UK.
The reason of selecting this research type is it will assist the researcher to quantify data and
generalize the outcome from a sample population of UK (Clark, 2011).
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1.3 Importance of both qualitative and quantitative data in research
To carry out an investigation in more appropriate manner, many of the researcher use
qualitative and quantitative data. Quantitative technique focuses on frequencies and numbers rather
than doing experiments. It includes questionnaires, interviews, psychometric tests etc. It provides
the facility to the researcher to analyse the data in statically manner but not provide depth
descriptions (Combine Qualitative and Quantitative Data, 2016). On the other hand, qualitative
data in research is a way of collecting information which is related to describing meaning. It
includes various sources such as case studies, interviews, survey, questionnaire etc. The importance
of quantitative data in following research proposal is it is more reliable and objective (Chipman,
Segal and Glaser, 2013). It uses statistics to generalize the findings of buying pattern and
preferences of selection of online shopping stores by the customers in the UK. Along with this, it
reduces and restructures complex problems of investigation to a limited number of variables. Apart
from this, it defines the relationships between variables of buying pattern of customer and
preference at the time of selection of online shopping stores. It also assists in test various theories
and easily assume sample to represent the population of UK (Madrigal and McClain, 2012).
On the other hand, qualitative data in present research proposal play an important role. It
helps the researcher to describe complex phenomena and assist in cross case comparison and
analysis of understand buying pattern and preferences of customers at the time of selection of online
stores of shopping in UK (Crozier, Moore and Kite, 2012). It also speeds up the analysis to reach
towards the outcomes and meet the objectives of the investigation. Along with this, the following
method in research also helps the researcher to gather more and more responses from the customers
of online stopping stores in UK and address the study issues in more effective manner. From the
above discussion, it can be said that both qualitative and quantitative data plays an important role in
research proposal to analyse buying pattern and preferred online shopping stores by the customers
in UK (Schindler, 2011).
1.4 Problem that can arise when undertaking research
At the time of carrying out the research on understand buying pattern and preference stores
of individual and families related to the online shopping in the UK, the research can face various
problems. These issues while undertaking study are as follows:
Choosing the right topic
Researcher may face the problem at the time of selection of right topic for the investigation.
There are various issues present in the surrounding environment and some of them related to
community, health care, corporate, human behaviour etc. So, it is difficult to choose right topic and
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start study on that (Dochartaigh, 2012).
Selection of right methodology
To achieve set objectives of research, selection of right methodology is very important. But
in the case of present research proposal, it may be difficult for the scholar to select appropriate
research techniques because there are huge types of investigations to carry out study. But selection
of wrong method may affect the outcome of research (Saunders, 2011).
Time and money:
Both are one of the biggest problems that a researcher faced during his study. Under the
limited time and budget, investigator have to complete different activities such as data collection,
questionnaire preparation etc. So, he may be faced time and money problem during the
investigation and it will affect the completion time and final outcome of research (Minocha and
Kerawalla, 2010).
TASK 2
2.1 Justification of the use of research resources
To determine buying pattern and preferred stores of individual and families for shopping
from online shopping in UK, research will use primary and secondary sources of information.
Primary source provides first hand evidence about a work, event or person. It includes legal and
historical documents, results of experiments, statistical data etc. Internet, interviews, surveys,
newspapers etc are also primary sources of information (DiGirolamo, Geller and et.al., 2012). To
achieve the objectives of the present research proposal, the investigator will use primary source of
information. The reason of selection this technique is the scholar will able to consider different
perceptions and opinions of customers at the time of investigation. It will also assist in measuring
the accuracy of study because the gather or observe data is real and first hand. Along with this,
primary source of information will give close form of information related to the research proposal
subject. In addition to this, it will provide a in-depth analysis about the topic so that it becomes easy
to record the data and analyze it in more accurate form (Travis, 2011).
On the other hand, secondary sources are sources that are written about primary sources and
it helps in analyse, interpret and discuss information about primary sources. It coverts various
sources such as journal articles, books, encyclopaedias, dictionaries, reviews, newspaper articles,
specific essays, etc. It is most widely used method for data collection (Sparrow, 2016). This process
involves assessing information which is already gathered from either a distributor or originator of
primary research. It includes collection of information from third party sources to analyse the
subject of research in more effective manner. The researcher of the present research proposal will
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also use secondary method to gather the information. The reason of selection of this technique is it
will be easy to access customer information and number of visit for shopping from online stores.
Along with this, it will clarify the research questions and contain low cost to gather the information
(Murdoch-Eaton, Drewery, and et.al., 2010). In this context, the scholar will use different online
shopping companies’ customer data, newspapers, journals and old research which will base on
buying pattern and preferred stores of individual and families for shopping from online stores in
UK.
2.2 Evaluation of the importance of using primary information sources
Primary research is an original research that specially conducts by the research to achieve
the set objectives of the investigation. To prepare a research proposal on buying pattern and
preferred stores by customers for online shopping on the UK, the researcher will take help primary
source of information to gather important information about study (Callister, 2010). From the
evaluation, it has found that there are various reasons of which shows the importance of use of
primary information sources to analyse them which are as follows:
Accuracy: The gather information from primary sources is accurate because it is a first hand. This
importance will help the researcher to collect fresh and new information and reach on particular
outcomes. With the help of this, it will be easy to the observe data in real time and deeply
understand the research topic to know about the buying patter and preference of selection of online
stores for shopping of customers in the UK (Jones, Crookes and Johnson, 2011).
Address specific research issues: At the time of carrying out the investigation, it is important that
primary source of information effectively address specific research issues. So, with the help of
selected method, the researcher will easily define investigation issue and collect more accurate
information about the buying pattern and preference in selection of online shops for shopping by
customers in the UK (Carey, 2012).
Greater control: Primary information source enables the researcher to focus on particular issues.
Along with this, it makes him to keep high control over the collection of information. In the context
of present research proposal, the scholar will decide such as time needed to complete data
gathering, size of research, location of data collection etc. So, it can be said that the investigator will
easily address its research issue and analyse buying patterns and preferences of choosing online
stores for shopping by customers in UK (Shaffer, 2011).
2.3 Describing a recognized system for referencing
Referencing is the acknowledgement of the sources that is used by a researcher in his work. It
is essential to give references to all sources either they are literature review, table, image, chart,
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statistics etc. A good referencing in a research shows that the scholar has read all information. Along
with this, it supports and strengthening to the arguments which assist in tries to convince readers.
Apart from thus, a proper, right and recognized system of referencing ensures that the investigator
have done his best to avoid plagiarism (Hackerson, 2010). For addressing the present research
proposal which is based on buying pattern and preferences of customers to select online shopping
stores in the UK, the researcher takes help various secondary source of information to gather the
data. To avoid the plagiarism and other issues, he uses The Harvard System of referencing. So, the
main reason of using this reference style by the investigator in avoids plagiarism. It has seen that
many of the researchers copy the ideas of other scholars and written them in their own words. It is a
serious crime and comes under the plagiarism issue (Clark, 2011). Another reason of using the
Harvard System of referencing with the context of present research proposal is demonstrating that
the researchers have read widely on a topic. For the same, it also supports the hypothesis with
references so that it becomes easy to validate arguments. In Harvard System of referencing, a list of
the books and journals takes into the considerations where several kinds of information gather to
prepare a research proposal.
TASK 3
3.1 Present a research proposal to a defined audience utilising appropriate survey techniques
To present the research proposal, there will be various survey techniques will be used to able
to know the specific audience. The range of different tools which can be utilized can be presentation
software, data representation software, video clips etc. It may also play an important role in
engaging the audience. As there different types of techniques which are to be addressed so that
needs of different audiences can be fulfilled. In addition to this, the organizations can used more
formal techniques for academic audiences whereas, more graphical for end users audiences (Mojibi,
Hosseinzadeh and Khojasteh, 2015). These challenges may be analysed through various collecting
data and they are access, sample size, questionnaire etc. Here, the research will draw from both the
sources such as primary and secondary research. Here, the main objective of the research will be to
find out the potential and actual impacts of over – exposure of individual lifestyles on their online
shopping experiences. There are different methods through which research can be carried out
(Chipman, Segal and Glaser, 2013).
A descriptive approach will be required and some survey techniques will be used for finding
out personal experiences of the users. Primary sources are the ideal medium of data collection.
Through survey, various aspects of online shopping experiences will be explored. The hype over the
usefulness and effectiveness of online shopping experiences will be covered in the survey process.
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A sample of households in the age group 25 to 40 will be considered for the survey purpose. The
reason behind choosing the sample is the high usage rate among the age group (Acquisti,
Brandimarte and Loewenstein, 2015). The process of research will be to find out the hidden impacts
and uncovered properties exhibited by the users. Hence, the qualitative research is appropriate for
the research purpose. The process will be more narrative in their approach and helps in finding out
the new trends and patterns. Moreover, there can some issues such as the research process will be
including the personal choices of people with their consensus. However, there are utmost care will
be given towards keeping the personal data as a confident and the research will further used only for
research aspect (Crozier, Moore and Kite, 2012).
3.2 Discuss the role of ethics in research
Ethics are extremely significant aspect for setting the boundaries in research, so that able to
know there limitations and benefits. These boundaries can be considered as an important when
safety, health and human involvement in research are considered. Ethics are to be considered as the
important part in the research, from its first brainstorming to its administration out into the public or
in writing (Schindler, 2011). In addition to this, Research Ethics can be defined as the research
which constitutes human subjects or participants which raises unique and complex ethical, legal,
social and political issues. On the other hand, research ethics is specifically interested in the
analysis of ethical issues that are raised when people are involved as participants in research
(Forsgren and Johanson, 2014). There are three objectives in research ethics. The first and broadest
objective is to protect human participants. The second objective is to ensure that research is
conducted in a way that serves interests of individuals, groups and/or society as a whole. Finally,
the third objective is to examine specific research activities and projects for their ethical soundness,
looking at issues such as the management of risk, protection of confidentiality and the process of
informed consent. Moreover, research should be applied at all levels of research, which comprises
of planning, conducting and evaluating the research project (Dochartaigh, 2012).
Furthermore, the research has to follow the some ethical considerations which constitute
informed consent, right to withdraw the survey from the study etc. Moreover, the researcher should
know that there will be the confidentiality and safety and the information can't be disclosed to
anyone (Sandi and Haller, 2015). The researcher has to compliance with ethical standards in which
it includes ethical procedures and policies which should be following in the research accurately and
effectively. In addition to this, most societies also have legal rules and regulations which govern
behaviour but ethical norms tend to be broader and informal than laws. In the research, the ethics
should be ethically followed so that they able to developed the accurate results for the research
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(Saunders, 2011).
TASK 4
4.1 Preparation of an extract from the research proposal appropriate to a seminar environment
Attached in PPT
4.2 Providing a constructive feedback on proposals presented within the seminar environment
In seminar environment, there are various research proposals presented by several
researchers. The topic of all research proposals was same which is based on investigating the factors
that determines the preferred stores and buying pattern of these individuals and families. From the
evaluation, it has found that one of the presented research proposal has identified that buying
patterns of customers from online shopping stores of UK has not dependent on the selection of the
stores (Minocha and Kerawalla, 2010). The reason of this is consumers select those online outlets
which provides large discounts and offers to their users. So, customers will attract towards those
companies and purchase the goods and services. Therefore, their buying patterns do not helps in
find to out the reason of selection of online shopping stores in the UK. On the other hand, one of the
research proposals stated that the suitable research approach for carry out the investigation has
deductive. The reason of selection of this technique is it has used hypothesis to complete the entire
study. It has another approach to done the study and find the relationship between buying pattern of
customers and selection of online shopping stores in the UK (DiGirolamo, Geller and et.al., 2012).
With the help of deductive research approach, the researcher has found that there is a relationship
between buying pattern and selection of online outlets for shopping in the UK by the consumers.
Apart from this, another presented research proposal has used interpretivism research philosophy. In
this, the scholar have interpreted different elements of the study and modified the collected data to
achieve the objectives of the investigation. On the other side, another research proposal has used
exploratory research design to reach on a valid conclusion. In this, there has no previous studies
taken into the consideration and tried to develop a new theory from research. But, following
proposal has not draw a valid conclusion and not able to achieve the research objectives in effective
manner (Travis, 2011). So, from the present research proposals in the seminar environment, it has
found that all have different from the current research proposal.
CONCLUSION
From the above research proposal, it can be concluded that research skill has an important
part to carry out a right investigation. With the help of this, the researcher has effectively achieved
the objectives of the study. The present research proposal has based on understand the buying
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pattern and preferred stores of individuals and families at the time of online shopping in the UK.
From this study, it has summarized that there have various methods of research methodology to
carry out the investigation in effective manner. Along with this, for a research, both primary and
secondary source of information has very important. At the time of doing investigation, the
researcher have faced several kinds of problems and ethical issues. Along with this, at the time of
present research proposal in seminar environment, there have various researchers presented their
proposal by using different techniques and methods to achieve the objectives of the investigation.
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