Research Project: Digital Technology Impact on Wilkinson's Performance

This research project examines the impact of digital technology on the performance of Wilkinson, a retail chain. The study begins with an introduction outlining the significance of digital technology in business and sets research aims and objectives, focusing on enhancing customer experience and improving business performance. Task 1 covers research aims, objectives, and project specifications, including a critical review of key references and factors supporting research selection. Task 2 focuses on resource efficiency, investigating research objectives using effective techniques, and data collection methods. Task 3 involves data analysis, interpretation, and recommendations. The research utilizes qualitative methods, including questionnaires and interviews, to gather primary data, and employs an inductive research approach. The project also addresses ethical considerations and includes a plan for research specification with a Gantt chart for timeline management. The report concludes with recommendations for Wilkinson based on the analysis of digital technology's impact on its business operations, sales, and customer satisfaction.

Research Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Research aims and objectives................................................................................................1
1.2 Factors that supports in research project selection................................................................2
1.3 Critical review of key references..........................................................................................2
1.4 Research project specification...............................................................................................3
1.5 Plan for research specification..............................................................................................5
TASK 2............................................................................................................................................6
2.1 Resource efficiency...............................................................................................................6
2.2 Investigation against research objectives by using effective techniques..............................6
2.3 Data collection......................................................................................................................7
TASK 3............................................................................................................................................8
3.1 Data analysis.........................................................................................................................8
3.2 Data interpretation...............................................................................................................12
3.3 Recommendation to WILKINSON.....................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14

TOPIC: IMPACT OF DIGITAL TECHNOLOGY ON THE PERFORMANCE OF
ORGANISATION, A CASE STUDY BASED ON THE WILKINSON.
INTRODUCTION
Digital technology is having a huge significance in managing business activities and
improve the performance of business (Fitzgerald, Bonnet. and Welch, 2014). Most of the
companies are using digital technology in their manufacturing and business operations to gain
competitive business advantage. An organisation which is working on the large and small scale
has a huge need to use digital equipments in communication, process of dealing with customers
and maintaining records. This research report is having based on the Wilkinson which is retail
market chain deals in home wares and household products. This research is based to analyse the
impact of digital technology on the sales and customer satisfaction of Wilkinson. Appropriate
research objectives, project specifications, methods, techniques will be used in this research to
identify most relevant findings which can help to analyse the significance and impact of digital
technology on the business.
TASK 1
1.1 Research aims and objectives
This research is based on the digital technology's use in the business, most of the
companies which are working on the small and large scale are using digital technology in
communication, managing business operations and keeping records digital languages. This
research is mainly aim to analyse the impact of digital technology on the business which can help
to analyse loopholes in it's use (Peppard. and Ward, 2016). Wilkinson having a their retail chain
stores in all over the UK and they are having a huge need of the digital media communication
and processing, they have adopted some kind of technology but still they are having a need to
improve their business by creating changes in their processes. This research has some significant
objectives regarding to topic which are here in the points;
Research Objectives
 To introduce the business model adopted by the retail chain stores especially Wilkinson.
 To analyse the needs of digital technologies in the business operations of Wilkinson.
 To identify significance of digital technologies in enhancing better customer experience.
 To ascertain the value of digital technology in improving business performance.
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These objectives can help to scholar to manage their research against these, to obtain
most relevant outcomes.
Research questions:
1. Which business model is used by the Wilkinson?
2. What are the needs of digital technology in the business operations of the Wilkinson?
3. What is the significance digital technology in improving customers experiences in
Wilkinson?
4. What is the value of digital technology in improving business performance?
1.2 Factors that supports in research project selection
Research topic selection is a major part because whole research based on it, some of the
factors are here which are related with the researcher;
Personal interest: This research topic is related to personal interest, as this topic is
related to the retail organisations where most of the customers goes to buy their needs of
products. So this research topic can help to scholar to know how it can be better to purchase by
improving use of digital technology.
Relevant background: It is a factor which is having a huge impact on the research
project selection, most of the researches are conducted in those areas in which researcher is
having a knowledge (Schwalbe, 2015). Digital technology's background can be lead on him to
select this research topic.
Contemporary issue: This is most relevant issue of contemporary business deals
because most of the companies are using digital technology in communicating with customers,
manufacturing and dealing with customers.
Needs of customers: Consumers are focused on time saving so it is essential for the
organisations which are working in the retail sector to adopt a fast process of sales which can
help to accomplish the needs of the customers.
1.3 Critical review of key references
According to Bocken, (2014), business model is related to the plan of an organisation
which helps to them to create revenues by their business activities. Most of the companies which
are working in the retail sector are using a business model in which they determine their targeted
market, marketing and sales strategies, and assumptions of operational cost of the organisation.
Each and every industry is having a significant business model which can help to them to
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conduct their business activities. Air line, food industry and retail sector are having specific
business model to adopt. Direct sales, franchising, brick and mortar, click and mortar, these are
some models which are used by the different sectors. Most of the retail sector organisation use
brick and mortar, click and mortar business model which helps to them to sale their products by
online and offline models. It helps to them to improve their sales by both methods which can
help to them to improve their profits. Organisation which has adopted these both methods are
having a more chances to be market leader because both focuses on the direct sales of the
company in their targeted customers.
As stated by Miller, (2014), organisation's business activities are based on the
technologies because they are having a huge need to conduct all these activities in a fast manner.
Different organisational activities like manufacturing, accounting, communication are base on
the technologies so it is essential to adopt it. Customers are also having less time to invest in
shopping so it is essential that sales process has to be faster to show all the products to the
consumers with their product specification. Most of the companies which are using the online
selling are generating more profits because their process is faster and people attract to buy by
online sales option. It can help to the companies which are working in the retail sector to use
technology to make their operational process more faster and error less. Technological use makes
process more fine and smooth.
As per view of Bennett, (2014), digital technologies helps to gain competitive advantage
in the targeted market because it develops an organisation better and helps to improve their
operational activities. Digital technology provides a direct connectivity in different functional
team of the organisation which improves the organisational performance according to their
objectives. Most of the companies are having their focus in the communication which can help to
the management to improve their grip on employees and better delivery of products and services
to the customers.
1.4 Research project specification
Research methodologies: It is essential to determine the research techniques and tools in
the starting of the research which can help to the researcher to keep a flow in the research.
Mainly two types of research methodologies are used in to the research which are qualitative and
quantitative. Qualitative method is use to gather views and opinions of particular public and
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qualitative is used to collect numerical informations. In this research, qualitative method will be
used to collect informations.
Research designs: It is related to planning of the research which can help to researcher to
conduct it in an appropriate manner (Edmonds. and Kennedy, 2016). In the starting of this
research aims and objectives have determined, after it different authors view has taken which can
help to the conduct this research better manner. Qualitative research method will be used to
gather informations and data by the employees of company, after it, data analysis and
recommendation will be conducted. So this is a proper research design for this research which
can help to research to reach out near to objectives.
Research approaches: Basically research approach is related to reach out to outcomes,
mainly two research approaches used in conducting research which are inductive and deductive.
Inductive approach works on new theories and generalizations (Inductive Approach (Inductive
Reasoning). 2017.). Deductive approach used to analyse assumptions which is used in to the
research. As this research is based on the impact of digital technology so new research will be
done on it and inductive research approach will be suitable for this.
Research philosophies: It is a part of research which shows about data and informations
are gathered and used in the research (Meyers. and van Woerkom, 2014). Mainly two research
philosophies used which are interpretivism and positivism. Positivism is based on the fact full
knowledge and informations on the basis of observation, in interprtivism researcher interpret
data on his topic of interest. For this research interpretivism philosophy will be used to interpret
data which will be collected by the qualitative research method.
Data collection techniques: It helps to the researcher to get data and information on the
research objectives. Questionnaire, interviews, surveys, observation, focus group, case study and
documents are some techniques which is used in data collection (A Critique of Project
Management: A Means to Efficiency. 2008.). As this research is based on the qualitative method,
primary data will be collected by the scholar which can help to him to make an analysis on the
research objectives, questionnaire will be used to gather informations by the employees of the
company.
Sampling methods: As in this research primary data will be collected by questionnaire so
it is essential to determine the sample size effectively. As in this research inductive research
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approach has used so smaller sample size will be used and 20 sample sizes will be effective.
Random sampling method will be used to select employees to conduct a research on them.
Data analysis: It has to be done appropriately to get the extent of results, as qualitative
research method is used to conduct this research and inductive research approaches are used
gather data (Gelman, Vehtari. and Rubin, 2014). So graphical analysis has to be used for this
research because it is effective to review on the outcomes.
Ethical consideration: As this research ion based on the impact of digital technologies in
improving performance of business so all information and data has to be authentic which can
help to reach to originality of objectives.
1.5 Plan for research specification
This research has to be done in an appropriate flow and manner which can help to
researcher to conduct (Belekoukias, Garza-Reyes. and Kumar, 2014). Gantt chart will help to the
researcher to conduct this research in appropriate time framing.
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TASK 2
2.1 Resource efficiency
As this research is based on the effectiveness of digital technology in the company to
make a better performance in their targeted market. Some of the essential resources are here to
conduct this research;
Human resources: It is essential to use appropriate team members to conduct this
research which can help to the researcher to conduct it pre determined time line (Snell, Morris.
and Bohlander, 2015). Different activities are involved in this research so researcher has to
allocate their activities in those members which are efficient to deal with them.
Financial resources: As this project is having a need to conduct a primary research so it
is essential to utilises financial resources in effective manner. So researcher has to assume cost of
the research and prepare their proper budget to conduct all activities.
Information resources: Primary resources will be use in this research to gather
informations so it is essential to effective sources of information. As this research is based on the
employees so it is essential for the researcher to use authentic and trusted employees.
2.2 Investigation against research objectives by using effective techniques
As this research is based on the qualitative research method by using questionnaire so it
is essential to prepare a better questionnaire which can help to collect informations from the
company members. This research will help to the researcher to analyse the impact of digital
technology on them and as well as on the organisational performance in it's targeted market.
Questionnaire
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1. Which of the business model is used by the Wilkinson?
Brick and mortar
Click and mortar
Both
2. Is this used business model effective for the company to generate effective profits by it's
targeted market?
Yes
No
3. Are you agree that company's operational process based on the technology?
Agreed
Fully agreed
Neutral
Disagreed
4. Is internal communication affected by the use of digital technology in the Wilkinson?
Yes
No
5. Is use of technology helps to attract new customers and retain the interest of retaining
customers?
Yes
No
6. Is digital technology helps to company to improve their business performance ?
By making new customers
By entertaining retaining customers in a better manner
Both
2.3 Data collection
It is essential to keep all collected data in an appropriate format which can help to the
company to make a better change in the organisation. This has to be in a tabular format which
can help to the researcher to evaluate in a quick view on this format.
Frequency Table
1. Which of the business model is used by the Wilkinson?
7

Brick and mortar 2
Click and mortar 4
Both 14
2. Is this used business model effective for the company to generate effective profits by it's
targeted market?
Yes 16
No 4
3. Are you agree that company's operational process based on the technology?
Agreed 4
Fully agreed 10
Neutral 2
Disagreed 4
4. Is internal communication affected by the use of digital technology in the Wilkinson?
Yes 14
No 6
5. Is use of technology helps to attract new customers and retain the interest of retaining
customers?
Yes 15
No 5
6. Is digital technology helps to company to improve their business performance ?
By making new customers 2
By entertaining retaining customers in a better
manner
3
Both 15
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TASK 3
3.1 Data analysis
It is essential to make an appropriate analysis of gathered data, according to project
specification, graphical analysis will be used in this which can help to the researcher to interpret
data easily. Most of the big organisation use graphical data analysis which can help to the
company present in front of their board members.
Theme 1: Business model is used by the Wilkinson
1. Which of the business model is used by the Wilkinson?
Brick and mortar 2
Click and mortar 4
Both 14
Findings: Around 70% people has said that both business models are used by the company
which helps to them to earn enough profits according to their objectives.
Theme 2: Effectiveness of business model for the Wilkinson.
2. Is this used business model effective for the company to generate effective profits by it's
targeted market?
Yes 16
No 4
9
Brick and mortar Click and mortar Both
0
2
4
6
8
10
12
14
2
4
14
Column B

Findings: Around 80% people has said that both models which are adopted by the company is
effective for the company, as they are using online and offline sales.
Theme 3: Operational process based on the technology.
3. Are you agree that company's operational process based on the technology?
Agreed 4
Fully agreed 10
Neutral 2
Disagreed 4
Findings: Around 70% people are agreed on this statement that WILKINSON's operational
process is based on the digital technology which is helping to them to work. Many kind of work
done by the digital technology like packaging, sales etc.
Theme 4: Effectiveness of digital technology in communication process.
4. Is internal communication affected by the use of digital technology in the Wilkinson?
10
Yes No
0
5
10
15
20 16
4
Column B
Agreed Fully agreed Neutral Disagreed
0
2
4
6
8
10
4
10
2
4 Column B