BM631 Research Methods: Ethical Reflections on AI in Retail at TESCO

This report critically reflects on the ethical considerations surrounding the use of artificial intelligence in the retail industry, with a specific focus on TESCO. It addresses the research aim of analyzing how AI is transforming the shopping experience, outlining objectives such as understanding AI's impact on TESCO, identifying ways AI is shaping future shopping experiences, and analyzing challenges associated with AI implementation. The methodology section details the deductive research approach, mono method research, and data collection methods, including primary data from TESCO employees and secondary data from publications and websites. Ethical considerations are thoroughly discussed, including respect for autonomy, privacy, and dignity, ensuring scientific integrity, promoting social responsibility, and maximizing benefits while minimizing harm. The report emphasizes obtaining informed consent, maintaining confidentiality, ensuring fairness, and considering the potential impact on society and the environment, with references to relevant academic sources.

Critical
reflections of
ethical issues

Table of Contents
Research Aim:.............................................................................................................................................3
Research Objectives:...................................................................................................................................3
Ethical Considerations.................................................................................................................................4
Respect for autonym, privacy and dignity of individuals and community...............................................4
Scientific integrity...................................................................................................................................4
Social responsibility................................................................................................................................4
Maximizing benefits and minimizing harm.............................................................................................5
References...................................................................................................................................................6

Research Aim: To analyze the way artificial intelligence is transforming the shopping
experience in retail industry. A study on TESCO.
Research Objectives:
 To understand the impact of artificial intelligence in TESCO
 To identify the ways in which artificial intelligence is transforming the future shopping
experiences in TESCO
 To analyse various challenges associated with implementation of technologies of
Artificial intelligence in TESCO
Methodology:
Research methodology is a step by step process which is used in order to collect, analyze
and interpret the data to make future inferences in an efficient manner. It includes different
methods of data collection and analysis so that the investigator can reach at a meaningful
decision. In context of the given study, a deductive research approach has chosen as it helps in
evaluating the information in an appropriate way. In terms of methods of research, mono method
has used as the investigator is focusing on gathering the information on a particular topic. It will
help in attainment of the laid aims & objectives of research study. Data collection is an important
part of research work. In current context, the data has collected from both primary as well as
secondary sources. In terms of primary method, data will be collected from the employees who
are working at TESCO whereas several publications, articles, websites have used in order to
collect detailed and in-depth information on the given topic. Probability sampling has chosen by
the investigator where the sample size of nearly 40 respondents have been selected. These
samples have been selected through probability sampling to make the research work fair and
authentic. For the success of research work, validity is highly important. To ensure high validity,
the information has been gathered from reliable and authentic sources. Here, the information will
be collected from two major valid and authentic source; primary and secondary. In addition, data
will analyze by using quantitative method as it provides authentic information with the
application of statistical and numerical tools. Moreover, a suitable and efficient research
methodology has used in the given research project to accomplish the laid aims & objectives of
research work.

Ethical Considerations
During research work, it is required to follow the necessary ethics so that project can be
completed successfully. Basically, these are the set of principles which are structured in order to
guide the research design and practice. Following ethical consideration support the values which
are important to work collaboratively like mutual respect, fairness and more. In the given
research work, proper ethics have been taken into consideration for successful completion of the
project.
Respect for autonym, privacy and dignity of individuals and community
In research, information is gathered from ample of people. In this context, it is the duty
of researcher to take the consent of participants regarding their contribution in research project.
They need to take the confirmation whether participants are ready to take part in the research
project (Brown and (Brown and Danaher, 2019). In the given context, participants are well-
familiar with the subject of the study. They have the autonomy in order to take part in research.
There is no compulsion regarding participation in research. For this purpose, the consent form
has been given to the respondent. The respondent needs to sign this paper while giving the
response. Therefore, the research project has been designed to respect the privacy autonym and
dignity of the individuals and community.
Scientific integrity
It is the guarantee of adherence to professional values and practices when conducting,
reporting and applying the results of scientific research. It ensures objectivity, clarity in research.
To ensure scientific integrity, there are ample of policies have been made by the department
(Astaneh and Masoumi, 2018). During the present research, I ensured that intellectual honesty is
followed while performing the research. In addition, I followed accuracy in terms of representing
the contribution in research proposal and reports. Fairness in the peer reviews and necessary
communication and sharing information are also followed throughout the research project to get
authentic & reliable results. Maintaining scientific integrity will help me in maintaining ongoing
trust in the stakeholders of project.
Social responsibility
While conducting a research project, investigator is required to assess the potential
impact of their work on the safety, health and welfare of the society. Here, it is the duty of
researcher to act in the best interest of society & environment. It is the voluntary step that is

taken by the researcher (Ross, Iguch and Panicker, 2018). In the given context, the research has
been conducted for the benefit of the entire society. In this case, I have the main responsibility to
follow such practices which are favorable from societal & environmental prospective. The
outcomes of research will help in making suitable strategies for the development and growth of
social groups in an efficient manner. In addition to this, the respective research project is not
likely to put any sort of negative impact on health, safety and welfare of the society.
Maximizing benefits and minimizing harm
Research is conducted for the common good. Here, I have an aim to maximize the benefit
of society and environment and minimize the potential harm (Cypress, 2018). In this context, I
respect the personal values & credentials of the respondents. I put the maximum efforts in order
to keep the information confidential which I have been taken from the respondents. In addition to
this, I provide such an environment to the respondent where they can respond my question
properly by keeping the psychological well-being of the respondents in mind. In addition to this,
I maintain a positive relation with the respondents and ensured that to protect their personal
information through the research project.

References
Books and journals
Astaneh, B. and Masoumi, S., 2018. From paper to practice; indexing systems and ethical
standards. Science and Engineering Ethics, 24(2), pp.647-654.
Brown, A. and Danaher, P.A., 2019. CHE principles: Facilitating authentic and dialogical semi-
structured interviews in educational research. International Journal of Research &
Method in Education, 42(1), pp.76-90.
Cypress, B., 2018. Qualitative research methods: A phenomenological focus. Dimensions of
Critical Care Nursing, 37(6), pp.302-309.
Ross, M.W., Iguchi, M.Y. and Panicker, S., 2018. Ethical aspects of data sharing and research
participant protections. American Psychologist, 73(2), p.138.