Research Methods for Strategic Managers

This comprehensive report investigates the impact of smartphone usage on consumers, specifically comparing Apple and Samsung brands among Asian students in Luton, UK. The study employs both quantitative and qualitative research methods. Quantitative analysis involves surveys, statistical tables, and graphical representations of data from a sample of 20 Asian students. Qualitative analysis uses thematic analysis to interpret interview transcripts and explore consumer attitudes and perceptions. The report examines factors influencing brand switching, identifies preferred brands, and analyzes the social benefits of smartphones. The research methodology is detailed, including the research approach (inductive), philosophy (interpretivism), design (descriptive), and data collection methods (primary and secondary). The report addresses validity, reliability, and limitations of the study, suggesting areas for future research, such as the impact of price on purchase decisions and the potential for smartphone market growth. The conclusion highlights the significant impact of smartphones on consumers, both positive and negative, and offers recommendations for businesses to better understand and cater to consumer preferences.

RESEARCH METHODS FOR
STRATEGIC MANAGERS

TABLE OF CONTENTS
ASSESSMENT 1.............................................................................................................................3
Introduction..................................................................................................................................3
1.1 Research Aim, Objectives and Questions..............................................................................4
1.2 Factors that contributes towards selection of research question............................................5
1.3 Justifying the choice of Research question............................................................................6
ASSESSMENT 2.............................................................................................................................7
2.1 Literatures Relevant to the Research Questions....................................................................7
2.2 Critical Reviews.....................................................................................................................8
Summary....................................................................................................................................10
Assessment 3..................................................................................................................................11
3.1 Quantitative Data Technique ..............................................................................................11
ANALYSIS OF QUESTIONNAIRE........................................................................................12
Survey of Asian Students in Luton area ...................................................................................12
3.2 Qualitative Data Techniques................................................................................................20
ASSESSMENT 4 ..........................................................................................................................21
4.1, 4.2 and 4.3 Evaluation of appropriate research methodology and its selection and
justification for the selection of choice......................................................................................21
ASSESSMENT 5 ..........................................................................................................................24
5.1, 5.2, 5.3 and 5.4 Data findings on the basis of Research questions.....................................24
5.4 Validity and reliability and Research limitation..................................................................24
Explaining regression analysis...................................................................................................25
Scope for further work...................................................................................................................26
Conclusion and recommendation...................................................................................................26
implications ...................................................................................................................................27
REFERENCES .............................................................................................................................28
2

ASSESSMENT 1
Introduction
Technology sees great changes every day. This is in order to meet the demand of
individuals who look forward to view things much advanced so as to make their lifestyle simpler
and updated. In the present times, Smartphones are commonplace that possess effective role in
providing platform for communication channels across borders and to access diversity of
applications (Enck and et.al, 2014). They are possessed by every individual belonging to
different societal groups. Smartphones are an extension of normal cellphones. The ability of the
Smartphones is not just confined to internet access or at document editing. But it also possesses
the ability to interpret as well as decode the information. The advancement in Smartphones is
increasing at a quicker pace. Smartphones brings in massive changes within people's lives. The
individuals enjoy greater comfort through the advancement in science and technology (Rosser
and Eccleston, 2011).
There are two major players in the Smartphone market that are giving tough competition
with one another. Both the companies are offering most powerful and updated Smartphones to
the consumers. This is in order to give greater exposure to the customer regarding the latest
things (Mallat, 2007). Further with this the people can have entertainment and get connected to
the people across the globe through social media. Galaxy S6 of Samsung and iphone 6s of Apple
are head to head and regarded as 2015's ultimate Smartphones. The technological development
has offered individuals with suitable means to lead their life and enjoy by associating with
different things. There is presence of unlimited applications that one can access with the use of
Smartphones (Boulos, Wheeler, Tavares and Jones, 2011). Through technological advancement
people can be kept active and also they can live life with greater ease. Too much use of
Smartphones reduces the manual interaction which acts as demerit of using Smartphones.
Every advancement strategy integrates positive as well as negative impacts. Smartphones,
without any doubt are the excellent source of communication. It is essential to bring changes in
the society that prefers to run with less manual interaction and makes use of Smartphones. Its
major role is in providing the offerings such as opportunity to learn new things, social
responsibility, business development, exposure on global scale, and ease of using various
applications, better ways of communicating to people as well as learning and career growth
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(Page, 2013). In the present study the analysis have been made regarding the impact of
Smartphones usage on consumer: A comparison between Apple and Samsung in Luton area of
United Kingdom. The research is conducted in order to secure funding from a reputable agency.
The research includes determination of the past studies that have been carried out on the relevant
subject matter. This is in order to gain insight to the subject under investigation that relates with
analysis of impact of Smartphone usage on consumer. The present investigation includes
analysis of several methods that can assist in carrying out the research in forward direction
(Chon and Cha, 2011). It also involves justification on the use of particular research
methodology. This acts as an aid in attaining valid outcome from the study and attains aims and
objectives of the research with effectiveness.
Smartphones are considered special and popular in relation with the application that
being supported by them. It has been viewed that individuals feel better positioned to interact
with the one who are associated with several social Medias. Smartphones are majorly preferred
due to the benefits they offer through media platforms (Verkasalo and et.al, 2010). The major
offering that Smartphones provides is in relation with better communication means, opportunity
to learn new things, ease at using various applications, development of business as well as
learning and career development (Cause and effects of the overuse of smart phones on students,
2013). Such has huge impact on the consumers and results in increasing demand for
Smartphones in the present era.
1.1 Research Aim, Objectives and Questions
Aim: The aim of the present research is to analyze the impact of smart phones usage on
consumers: A comparison between Apple and Samsung in Luton.
Research Objectives:
 To evaluate the popularity gained by smart phones in recent past.
 To identify student customer’s preferences for smart phones in Luton.
 To identify the impact of availability of different brands of smart phones on the behavior
of student customers. To analyze the social benefits of smart phones to users in Luton area of United Kingdom
for government funding purpose.
4

Research questions
 What are the reasons for Asian students’ customers in Luton that are switching from
Apple to Samsung or vice versa mobile?
 Which of the brand is mostly preferred by Asian student customers in Luton?
 What are the social benefits of smart phones to Asian student consumers in Luton?
1.2 Factors that contributes towards selection of research question
While making selection of the research questions there is existence of several factors that
has contributed in the study. This has assisted the researcher in choosing subject matter under
investigation in an effective manner. For the proposed investigation that aims at analyzing the
impact of smart phones usage on consumer: A comparison between Apple and Samsung Luton
the factors that have contributed towards research project selection has been enumerated in the
manner below: Scope of the study: The researcher makes selection of the project by gaining insight to the
scope of the investigation. There is presence of huge role of such factor in determining
the area for the research project. The subject possessing broader scope is chosen by the
analyst with the aim to carry out further investigation. The proposed investigation on
analyzing the impact of smart phones usage on consumer possesses wider scope. This is
because it includes the positive and negative aspects of Smartphones that affects the
behavior of consumers. Thus, due to this the selection of this topic has been made by the
investigator. There is greater usage of mobile phone in different geographical region that
has resulted in taking mobile phone industry for the selection. The students of Luton and
Asian customers have been selected as there is wide usage of Smartphone among the
students in present era. Limited number of investigations on the relevant topic: Another crucial factor that has
resulted in making selection of research project relates with the number of investigations
that are being conducted on the particular subject matter. There is presence of less
number of investigations that are being done on the analysis of the impact smart phones
operating system has on consumer. Therefore such compels the investigator in selecting
particular topic for the purpose of research. The gaps in the studies carried out by the
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researchers in past are being investigated. This is in order to cover the aspects that have
not been included in the past researchers carried out the relevant phenomenon under
subject matter. This has acted as an aid for the researcher in selecting “impact of smart
phones usage” as a subject for further investigation. The Asian customers in Luton area
are selected as there is huge impact of technology on them. Researchers past experience as well as area of interest: It is another crucial factor that
contributes in selecting research questions that is related with the past experience of
researcher and knowledge. Along with this, area of expertise of researcher also affects the
total assortment relating with the question.
 Selection of suitable research questions: While addressing several questions, it is
important for the researcher to possess suitable knowledge in the area of particular
subject matter. Objectives of research to a great extent contribute in selecting research
questions. It needs to be developed in the manner that it demonstrates entire aim of the
project and includes different aspects. The selection of the research question has been
done by keeping in mind the aims and objectives of the study. In order to attain such the
development of question has been done so that entire study can be carried out in
accordance with it.
1.3 Justifying the choice of Research question
Research Questions
 What is the reason for Asian student customers in Luton that are switching from Apple to
Samsung or vice versa mobile?
 Which of the brand is mostly preferred by Asian student customers in Luton?
 What are the social benefits of smart phones to Asian student consumers in Luton?
The research questions demonstrated above have been chosen with an aim to fill the gap
of studies that have been carried out in the past. In accordance with the aim selected, above
questions effectively argues in examining section with which suitable outcomes can be analyzed.
The factor that assists in making selection of the research question is that there is clarification
required by the investigation that has been carried out earlier. Thus, it is invalid in the present
environment. The selection of research question is being done for the purpose of finding specific
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problem that is being faced by the organization. The contribution that is being given by me is
related with providing information on the usage of particular brand of smartphone by the
customers. Through this readers can make comparison among both the smart phones that can
influence might affect their decision making in future course of time.
There is presence of several other factors that makes contribution towards the selection of
research question which includes clarity and authenticity of data. This implies that the data
gathered is accurate and can be easily understood. This is as per the topic of present report. The
present report requires resources in terms of human and financial resources so as to carry out
analysis in an effective manner. The development of questionnaire has been done in an
appropriate manner so that it can result in attaining suitable outcomes for the investigation. The
control of variables is done with effectiveness and this ensures that attainment of research targets
is done effectually. The analysis of data gained through survey is being done through statistical
tool. This is in order to attain valid outcomes from the research with effectiveness. For the
purpose of carrying out survey, prior consent is being taken from the respondents so that they
can actively take part in the investigation.
ASSESSMENT 2
2.1 Literatures Relevant to the Research Questions
 What is the reason for Asian student customers in Luton that are switching from Apple to
Samsung or vice versa mobile?
 Which of the brand is mostly preferred by Asian student customer in Luton?
 What are the social benefits of smart phones to Asian student consumers in Luton?
The topic for the present investigation relates with analysis of the impact of smart phones
usage on consumer: A comparison between Apple and Samsung in Luton area. The theories in
association with this are Black Box model. This demonstrates the buyer behavior of consumer.
The model reflects the procedure in which the consumer would undertake when deciding
whether to purchase a product or service. Such to a greater extent depends on the factors that
include market stimuli, other stimuli such as economic, technological, political as well as
cultural. This affects the decision making of the buyers. This has impact over responses of
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buyers that determine the product choice, brand choice, timing of purchase as well as amount of
purchase.
The global market share of Samsung is 21.4% in quarter 2 of 2015. Along with this
Apple possess the market share of 13.9%. This is because of the complexity and range of prices
at which the Apple offers its products and services (Smartphone Vendor Market Share, 2015 Q2,
2016).
In this section of research project, with an aim to match the resources in an effective
manner in accordance with questions, several literatures are being analyzed. Under this, views as
well as statements of several authors are examined in detail. In order to develop in-depth
understanding regarding the subject matter the data has been gathered. The literatures for the
reviews or analysis has been attained by the means of textbook, internet, library, including
operational report, annual report & all internal available document. With this secondary data can
be gathered that can assist in carrying out the investigation in an effective manner.
Branding is regarded as the process that is engaged in creation of unique name as well as
image for a product in the minds of customers by the means of advertising campaigns with a
particular theme. Branding aims at establishing significant as well as differentiated presence
within the market that attracts and retain loyal customers. On the other hand consumer behavior
is the study of the individuals, organizations and the processes that they use for selection, secure,
use as well as dispose of products, services, experiences or ideas in order to offer satisfaction of
needs.
2.2 Critical Reviews
2.2.1 Impact of smart phones usage on consumer
In the present contemporary world, Smartphones have made the lives of people very
easier as well as comfortable. In accordance with the views of Park and Chen, (2007) it has been
gained that technology is the major reason that has bought comfort into the daily life of
individuals. It has resulted in increasing the living standard and approach of people towards
things. Technology is considered as massive expansion and Smartphones are regarded as
communication gadgets that offer greater functionality as well as usage to people. Technology is
encountering greater changes every day. This is with the aim to meet the demand of humans who
8

look forward to make things much advanced so as that their lifestyle can be made simple and
updated. As per the views of LiKamWa, Liu, Lane and Zhong, (2013) it has been examined that
in the present contemporary society the role of Smartphones can be greatly viewed towards
establishing communication channels across borders. This has significantly transformed the
mode of connection and made it effective that is as per the convenience of the people.
Smartphones are not just the sophisticated tool for communication but it is regarded as the tool
for social presence as well as better exposure.
2.2.2 Reason for student customer in Luton behind switching from apple to Samsung or vice
versa mobile
It has believed that world would be much healthier without Smartphones. These
individuals make argument that this technology has negative impact on social relationships,
education, health as well as other part of life. In accordance with the views of Shepard and et.al,
(2011) it has been gained that despite of the high tech functions and its advantages as well as
increasing popularity the Smartphones are negatively influencing the behavior of the society.
Too much engagement on Smartphones may result in decreasing interaction among individuals
that can harm individual relationship. Though they are developed with the aim to assist the
people in staying integrated and connected but instead they are disconnecting people from the
society. When the people make interaction with the phone then they are less concerned towards
making interactions with the people who are residing with them. Thus this results in increasing
communication gap among the individuals to a greater extent.
There is greater impact of excessive Smartphone use on the lives of the students. This is
because it results in causing negative impact of their education (Negative impacts of
smartphones, 2015). It become difficult for the students to concentrate in class as such the phone
results in enabling the students to chat, play games, watch videos as well as surf internet. As per
the views of Kamibeppu and Sugiura, (2005) it has been determined that entertainment within
Smartphone encourages students to waste their time on it. There are two major brands that deal
in Smartphone. This includes Apple and Samsung. There are several reasons due to which the
students in Luton shift from Apple to Samsung or vice versa. It has been determined that such
might be due to increasing cost of one brand that influences the sales of another brand to a
9

greater extent. As the students have less to pay thus they switch to the brand that offers
Smartphone within reasonable price. In addition to this another reason can be technological
updation in the Smartphone that affects the behavior of the students in Luton towards purchase
decision. Miller, (2012) asserts that many time students are influence by their colleagues which
makes them shift from one Smartphone brand to another. There is presence greater amount of
reasons that affects the users of smart phones in positive manner. With the assistance of smart
phone the users can gain greater amount of information that can be used in the real life. Further
the users can learn greater amount things by the means of smart phones in an effective manner.
On the contrary use of smartphone has major limitation that with this users get additive which
hampers their other work and studies to a greater extent. This limitation can be improved among
the Asian customers in Luton area when the users make less use of smart phone and only when
they want to learn new aspects relating with studies.
2.2.3 Mobile phone brand preferences of Asian student customer in Luton area
The preferences regarding mobile phone depend on several attributes. This can be in
relation with popularity of the brand, type of product needed, features, loyalty and cost etc. The
people belonging to different age group prefer varied products that suit their needs. In
accordance with the views of Falaki and et.al, (2010) it has been gained that there is greater
demand among the people of different ages regarding the use of mobile phone. This is because
such has resulted in making their life easier. Moreover such has increased the standard of living
of the people and offered them greater convenience. It has been gained that in different countries
the demand of the customers varies significantly.
Bao, Pierce, Whittaker and Zhai, (2011) asserts that demand of students can be on the
basis of several constraints that can be related to price, brand, features as well as popularity. The
customers belonging to Asia in Luton area prefer the mobile phone brand that is offered within
reasonable prices. This is because the Asian population is comprised of young age people who
are entering into jobs (Economy: Asian buying power, 2016). Thus their income is lesser and this
has impact on their power to purchase. Therefore they are engaged in purchasing economical
priced products. Further they select the brand that satisfies the overall need of the customer to a
significant level. Apple is considered as the brand that offers luxurious products to the
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customers. Thus its prices are generally high and it is preferred by the people who belong to
upper class society as a symbol of status. Samsung is another firm that offers products to all the
class of customers. It can be determined that the Asian customers prefer the brand that provides
products at economical price. This can be Samsung. Global Smartphone market share of
Samsung is 26%, Apple 12%, Huawei 7% and Lenovo 5%. Thus the preference of the customer
highly depends on the popularity of brand in the market as well.
Summary
By carrying out the critical review above it can summarized that Smartphone are
considered as gadgets for communication that provides greater functionality as well as usage to
individuals. Technology is encountering greater changes every day. This is in order to meet the
demand of humans who look forward to make things much advanced so as that their lifestyle can
be made simple and updated. In accordance with the past studies it has been gained that there is
huge demand in the people of varied ages regarding the usage of mobile phone. This is due to the
reason that it has resulted in making their life easier. Further it has increased the standard of
living of the people and offered them greater convenience. It has been gained that in different
countries the demand of the customers varies significantly.
From the analysis of the secondary data it has been examined that there is greater usage
of Smartphone among the Asian Students in Luton area. In addition to this it has been examined
that there is greater usage of Smartphone in the present era due to the vast technological changes
in the market place. There are different basis of making selection among the brand such as Apple
and Samsung. This can be in relation with features, quality and price. It has been gained from the
review of past literature that Apple is regarded as the brand that provides luxurious products to
the customers. Thus prices of this are generally high and it is preferred by the people who belong
to upper class society as a symbol of status.
It has been determined from the analysis carried above that the customers who belong to
Asia in Luton area has preference towards the mobile phone brand that is provided within
reasonable prices. This is due to the reason that Asian population is comprised of young age
people who are entering into jobs. Thus their income is lesser and this has impact on their power
to purchase. Therefore, they are engaged in purchasing economical priced products.
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ASSESSMENT 3
3.1 Quantitative Data Technique
Quantitative data is referred to as the data set that is includes numbers or anything that is
quantifiable in nature. There it can be measured in form of numeric. Such set of tool is regarded
as scientific paradigm as manipulation cannot be made to this from the theoretical background.
By applying the quantitative data tools, researcher would be able to make determination of trends
that prevails in the phenomenon under subject matter. This can be done through application of
several statistical tests. In addition to this, it provides outcomes in terms of number that can be
interpreted with effectiveness. Thus it assists in drawing suitable conclusion. In this relation the
measures which can be utilized for analysis of data through quantitative approach is enumerated
in the manner below: Coding values: It is regarded as the practice of making allocation to options that are
provided to the respondents within questionnaire. This is for the purpose of converting
qualitative data set into quantitative form. There is greater fact that questionnaire are in
sentence form thus statistical tool cannot be employed on the sentences. Therefore coding
is being done wherein allocation of numbers is ensured to every options of the question
existing in questionnaire. This acts as an aid in application of statistical tools and further
assists in identification of the trends through it. Graphical presentation: Quantitative data tool involves presentation of data in graphical
form. This involves bar graph, line graph, pie chart, histogram and other. Through the
assistance of this the presentation of data can be reflected in systematic way that can be
interpreted in direct manner. It is one of the most common forms of utilizing quantitative
tools. In the present case scenario, this tool can be taken into account. Based upon such
techniques several responses of various customers can be measured in accordance with
response offered. They can make use of response regarding the criteria that is being
utilized by Asian customers in Luton area for selection of particular mobile brand. In this
relation graphical analysis would be carried out. This assists in development of several
themes based upon the responses of the respondents. Statistical tables: This table set is comprised of standard value of test that includes
cumulative distribution of the function of several set of distribution. This is considered as
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table of reference on which investigator is able to make interpretation of the outcomes
that can be achieved with the application of test. Statistical tables will be used in this
research project. Trends and Forecasting: It is regarded as approach wherein the researcher makes forecast
of the trends in future through review as well as analysis of data in past through the
assistance of statistical technique. Under this the most common tool is descriptive
statistics, time series as well as correlation. It facilitates in taking suitable decisions for
years to come.
 Specialist software: There is presence of several software that are being used for
employing statistical tool as well as test with which the outcomes can be gained. The
commonly used specialist software includes SPSS, Ms Excel, STATA as well as SAS.
Under this the researcher can insert coded as well as it can employ tool in accordance
with need so as to attain suitable outcomes.
ANALYSIS OF QUESTIONNAIRE
Primary data has been collection through the means of questionnaire survey wherein the
data is gathered through survey of Asian students in Luton area. Such data can be analyzed with
ease through use of both qualitative and quantitative tool. For the purpose of making analysis of
the questionnaire by quantitative tool data is demonstrated in excel sheet. Based upon this
graphs, bar charts as well as statistical tables are being represented. It is regarded as the effective
manner that assists in investigation of the phenomenon under subject matter.
Survey of Asian Students in Luton area
QUESTIONNAIRE
For Asian Students in Luton area using Samsung or Apple
(Kindly take few minutes to provide your responses. Your feedback is appreciated)
Name:
Age:
Gender:
Designation:
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1. From how long you have been using Smartphone?
Less than one year □
1-2 years □
3-5 years □
More than five year □
2. Do you agree with the view that Smartphone has made your life much easier?
Yes □
No □
3. Which Smartphone brand is preferred by you?
Apple □
Samsung □
4. What is your level of agreement to the view that Smartphone increase your knowledge?
Disagree □
Neutral □
Agree □
5. Do you agree with the view that Smartphone affects your concentration towards education?
Disagree □
Neutral □
Agree □
6. Do you agree with the statement that Smartphone are not just mode of communication
channel but it offer greater features?
Disagree □
Neutral □
Agree □
7. Do you think smartphone increasing your connectivity with the people of society?
Yes □
No □
8. Recommend the ways in which negative impacts of Smartphone can be reduced?
_____________________________________________________________________________
____________________________________________________________________
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For the purpose of going through most appropriate conclusion the responses of the
customers are being recorded. With this suitable findings can be developed in the manner as
under:
Theme 1: Smartphone has made your life much easier.
Responses Frequency Percentage
Yes 12 60%
No 8 40%
15
Yes
No
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7

Interpretation and Analysis: On asking the student of Luton area regarding whether or
not Smartphone have made their life easier 12 respondents said yes whereas 8 students replied no
to the statement. By carrying out analysis of the responses that have been gathered through
survey it has been determined that majority of the respondents believe that Smartphone have
made the life of students easier. This is because with the assistance of this they can keep
themselves updated. In addition to this they can communicate with different people in an
effective manner. The role of Smartphone can be greatly viewed towards providing the offerings
such as opportunity to learn new things, social responsibility, business development, exposure on
global scale, and ease of using various applications, better ways of communicating to people as
well as learning and career growth.
Theme 2: Smartphone has increased knowledge.
Responses Frequency Percentage
Disagree 4 20.00%
Neutral 6 30.00%
Agree 10 50.00%
Smartphone has increased knowledge.
Mean 6.666666667
Standard Error 1.763834207
Median 6
Mode #N/A
Standard Deviation 3.055050463
Sample Variance 9.333333333
Kurtosis -
Skewness 0.93521953
Range 6
Minimum 4
Maximum 10
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Sum 20
Count 3
Interpretation and Analysis: On asking the student of Luton area regarding whether or
not Smartphone have increased their knowledge 4 respondents disagrees with the view, 6
students neither agrees not disagrees with the statement whereas 10 students agrees with the
statement. By making evaluation of the responses of students gained through survey it has been
determined that majority of the respondents believe that Smartphone plays an effective role in
increasing one knowledge. With the assistance of high tech equipment students can surf internet
and several applications with which they can learn new things. This might assist in their career
development in an effective manner. In addition to this it acts as an aid in increasing their
knowledge in relation to completion of particular project.
Theme 3: Smartphone affects your concentration towards education.
Responses Frequency Percentage
17
Disagree
Neutral
Agree

Disagree 6 30.00%
Neutral 6 30.00%
Agree 8 40.00%
Smartphone affects your concentration
towards education.
Mean 6.666666667
Standard Error 0.666666667
Median 6
Mode 6
Standard Deviation 1.154700538
Sample Variance 1.333333333
Kurtosis #DIV/0!
Skewness 1.732050808
Range 2
Minimum 6
Maximum 8
Sum 20
Count 3
18

Interpretation and Analysis: On asking the student of Luton area regarding whether or
not Smartphone affects their concentration towards education 6 respondents disagrees with the
view, 6 students neither agrees not disagrees with the statement whereas 8 students agrees with
the statement. By making evaluation of the responses of students gained through survey
technique it has been determined that majority of the students believe that their concentration
towards studies is affected with the use of Smartphone. It has been determined that with the
emergence of new technology the students devotes much of their time in surfing internet or using
Smartphone application. It becomes difficult for the students to concentrate in class as such the
phone results in enabling the students to chat, play games as well as watch videos.
Theme 4: Smartphone are not just mode of communication channel but it offer greater
features.
Responses Frequency Percentage
Disagree 4 20.00%
Neutral 6 30.00%
Agree 10 50.00%
19
Disagree Neutral Agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4

Interpretation and Analysis: On asking the student of Luton area regarding their
agreement on the view that Smartphone are not just the mode of communication channel but it
offers wide range of features 4 respondents disagrees with the view, 6 students neither agrees not
disagrees with the statement whereas 10 students agrees with the statement. By evaluating the
responses of students gained through survey technique it has been determined that majority of
the students believes that Smartphone are not just the mode of communication channel but it
offers wide range of features. This is because they feel that role of Smartphone is effective in
offering facilities such as chatting, video games, surfing applications and video conferencing. It
has increased their living standard and enhances their performance at education. It has been
determined that there are various students who disagree with the view as they feel that it is just a
mode that can be used for communication. It has been gained that there were certain students
who neither agrees nor disagrees with the statement.
20
Disagree
Neutral
Agree
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5

3.2 Qualitative Data Techniques
Qualitative data is considered as the kind of theoretical information whose transformation
can be done in quantified numbers. This data set demonstrates the quality and thus needs theories
for assessment of same. There are varied measures with which qualitative form of data can be
gathered. In this regard the most common tools include focus group, interview as well as
observation of the behavior of human being or other. It is fact that such data set does not assist in
making determination of the actual trend as such as manipulated based upon the theory as well as
perception of the researcher. Such are commonly utilized in relation with human behavior as
well as perception as it difficult to quantify this. The techniques of qualitative analysis of data
are enumerated as under: Relationship: Certain qualitative data needs determination of the association so that
actual outcomes can be obtained with this. Such practice is common is case the focus of
the study is on human behavior, knowledge, actions of individuals and other. Through the
assistance of such researcher can carry out comparative analysis on the basis of theories. Categorization: Similar to the coding within quantitative data, categorization is required
to be practiced for qualitative data with the aim to segregate greater amount of data with
same pattern. Researcher is unable to make evaluation of large data thus it is essential to
arrange the data in order to attain meaningful information with it. Interpreting Transcript and Records: Under this technique transcript of the interview is
either read or listen in order develop findings from it. Under this interpretation is the core
for analyzing data and same is obtained through literature review and from the
researcher's knowledge. In addition to this review of the record is being done with the
aim of applying qualitative data analysis tool.
 Thematic: It is last tool wherein themes are devised on the basis of questionnaire or
interview questions. The main aim of development themes is to carry out discussion over
it by taking into account the viewpoints of several person that includes researchers,
participants of investigation as well as literature review. On the basis of such effective
data analysis is being carried out that assists in gaining valid outcomes. This acts as an
aid in attainment of valid conclusion through qualitative data in an unbiased manner.
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In accordance with both qualitative as well as quantitative tool it has been gained that in
particular study analysis of the data is through measures such as qualitative and quantitative
technique. Under this various themes are being developed based upon the responses collected. It
is entirely on the basis of questionnaire and discussion is made through it. It is regarded as most
effective manner with which suitable outcomes can be gained.
ASSESSMENT 4
4.1, 4.2 and 4.3 Evaluation of appropriate research methodology and its selection and
justification for the selection of choice
It has been gained that the success of any investigation to a greater extent relies on the
types of techniques and methodologies that are being used by the researchers. In case of
ineffectiveness in selection the entire investigation is being affected to a greater extent. There are
various research methodology tools as well as techniques that can be used in order to conduct the
investigation on a particular topic in an effective manner. The present research on analyzing the
impact of smart phones operating system on consumer the following techniques will be used:
Research approach
It is considered as the way in which the investigation is being carried out in forward
direction. There is existence of two kinds of research approach. This involves inductive and
deductive approach. In the present study that aims at making analysis of the impact that
Smartphone have on customers’ inductive approach will be used. This is because it assists the
researcher in developing empirical generalization. This results in determining preliminary
relationship as the investigation is being carried out. Deductive approach deals with development
of hypothesis on the basis of existing theory and then devising research strategy in order to test
the hypothesis.
Research philosophy
It is considered as an overarching term that is with respect to development of knowledge.
It involves the nature of knowledge with respect to investigation. Research philosophy is defined
as the development of the background of the study. It demonstrates the aspect which denotes the
manner in which individual sees things in unique manner, varied beliefs and perception in
reality. There is presence of two types of research philosophy (Sreedharan, 2007). This includes
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interpretivism as well as positivism. In the present investigation that aims at analysing the impact
of Smartphone on customers’ interpretivism philosophy has been applied. This is due to the
reason that it demonstrates the manner in which people think and perform. In addition to this it
showcase the problems with which the individuals are confronted with. Positivism is
philosophical theory that presents that positive knowledge is based on the natural phenomena
and their properties as well as relations.
Research studies types
There is presence of two types of research studies that includes intervention based and
non intervention based. The former can be defined as the method evaluating new method and
their impact on the people. However non intervention based does not affect the behavior of the
participants. It includes observational studies as well as behavioral studies. The present report is
intervention based as it analyses the impact of Smartphone usage over customers.
Research design
It is referred to as the means with whose assistance the problem under the subject with
respect to particular investigation will be examined by the analyst. The research design is
categorized into several parts that involves descriptive, experimental, exploratory etc (Purposes
of Research: Exploratory, Descriptive & Explanatory, 2014). For the present study on analyzing
the impact of Smartphone on consumer descriptive research design will be employed. This is due
to the reason that it can assist in discovering the features of the population that can facilitate in
drawing valid conclusion.
Research Methodology
It is regarded as the various ways that assist in conducting the investigation. For the
researcher it is essential that it needs to increase its knowledge in relation to kind of appropriate
investigation. It is because through this way analyst can take suitable decision regarding the kind
of proper investigation. With the assistance of such the researcher can take proper decision
regarding the kind of tactics that is required to be used by it in order to conduct the investigation
(Silverman, 2010). The research can be of two types that are qualitative and quantitative. The
present research combine both qualitative and quantitative. Qualitative because it assists in
understanding the attitude, perception and preferences of the customers regarding Smartphone
23

usage in an effective manner. The quantitative aspects are the questionnaire, charts, tables,
graphs, and all other quantifiable data.
Data collection
Data collection is plays an important role in conducting the investigation in an
appropriate way. It is regarded as the appropriate tool that is being used by the researcher in
order to gather information for the achievement of research aims and objectives. There is
presence of two types of data collection tools. This involves primary as well as secondary data
collection techniques. In the present investigation that aims at making analysis of the impact of
Smartphone usage on customers both primary and secondary methods have been used. Primary
technique includes the information that is being gathered for the first time. Through this new
information is being gathered by researcher so that investigation can be done in an effective way.
In the present research technique of survey will be employed. In contrast to this secondary
method collects the data through published studies. It is regarded as second hand tool that acts as
an aid in gathering information through online, blogs, government reports, census etc.
Sample and sampling
Sampling is considered as the tool that is used in order to study particular item. The
smallest selection is considered sample. For the present dissertation on analyzing the impact of
Smartphones on consumers’ probability sampling will be used. Under this random sampling
technique will be used in order to make selection of sample. When the investigation is being
done it is difficult for the analyst to gather information from entire population (Panneerselvam,
2004). In order to resolve such selection of sample is done. Through sampling technique that is
probability sampling there is equal chance offered to every unit in getting selected as sample for
investigation. Another major criterion is determination of sample size. It is defined as the number
of units that are selected for the purpose of investigation. In the present investigation sample size
of 20 customers will be chosen. This includes Asian students of Luton area who makes use of
Smartphones such as Apple and Samsung. The students can be Chinese, Malaysian and Japanese
who has shifted to Luton area. The study specifically focuses on Asian students residing in Luton
area. As such this would facilitate in attaining aims and objectives of investigation.
Data analysis
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For the present investigation qualitative data analysis technique would be employed.
Under this analysis will be done through thematic technique. This includes development of
themes based on the responses that have been gained from the primary research that is survey.
For this questionnaire has been designed that offer opportunity to gain insight to the views and
attitude of customers regarding Smartphone usage. Pie chart, column graph and bar chart will be
used to demonstrate the responses gained from students.
ASSESSMENT 5
5.1, 5.2, 5.3 and 5.4 Data findings on the basis of Research questions
Survey of Asian Students in Luton area
QUESTIONNAIRE
For Asian Students in Luton area using Samsung or Apple
(Kindly take few minutes to provide your responses. Your feedback is appreciated)
Name:
Age:
Gender:
Designation:
1. From how long you have been using Smartphone?
Less than one year □
1-2 years □
3-5 years □
More than five year □
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2. Do you agree with the view that Smartphone has made your life much easier?
Yes □
No □
3. Which Smartphone brand is preferred by you?
Apple □
Samsung □
4. What is your level of agreement to the view that Smartphone increase your knowledge?
Disagree □
Neutral □
Agree □
5. Do you agree with the view that Smartphone affects your concentration towards education?
Disagree □
Neutral □
Agree □
6. Do you agree with the statement that Smartphone are not just mode of communication
channel but it offer greater features?
Disagree □
Neutral □
Agree □
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7. Do you think smartphone increasing your connectivity with the people of society?
Yes □
No □
8. Recommend the ways in which negative impacts of Smartphone can be reduced?
_____________________________________________________________________________
____________________________________________________________________
For the purpose of going through most appropriate conclusion the responses of the customers are
being recorded. With this suitable findings can be developed in the manner as under:
Theme 1: Smartphone has made your life much easier.
Responses Frequency Percentage
Yes 12 60%
No 8 40%
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Interpretation and Analysis: On asking the student of Luton area regarding whether or not
Smartphone have made their life easier 12 respondents said yes whereas 8 students replied no to
the statement. By carrying out analysis of the responses that have been gathered through survey
it has been determined that majority of the respondents believe that Smartphone have made the
life of students easier. This is because with the assistance of this they can keep themselves
updated. In addition to this they can communicate with different people in an effective manner.
The role of Smartphone can be greatly viewed towards providing the offerings such as
opportunity to learn new things, social responsibility, business development, exposure on global
scale, and ease of using various applications, better ways of communicating to people as well as
learning and career growth.
Theme 2: Smartphone has increased knowledge.
Responses Frequency Percentage
Disagree 4 20.00%
28
Yes
No
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7

Neutral 6 30.00%
Agree 10 50.00%
Smartphone has increased knowledge.
Mean 6.666666667
Standard Error 1.763834207
Median 6
Mode #N/A
Standard Deviation 3.055050463
Sample Variance 9.333333333
Kurtosis -
Skewness 0.93521953
Range 6
Minimum 4
Maximum 10
Sum 20
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Count 3
Interpretation and Analysis: On asking the student of Luton area regarding whether or not
Smartphone have increased their knowledge 4 respondents disagrees with the view, 6 students
neither agrees not disagrees with the statement whereas 10 students agrees with the statement.
By making evaluation of the responses of students gained through survey it has been determined
that majority of the respondents believe that Smartphone plays an effective role in increasing one
knowledge. With the assistance of high tech equipment students can surf internet and several
applications with which they can learn new things. This might assist in their career development
in an effective manner. In addition to this it acts as an aid in increasing their knowledge in
relation to completion of particular project.
Theme 3: Smartphone affects your concentration towards education.
30
Disagree
Neutral
Agree

Responses Frequency Percentage
Disagree 6 30.00%
Neutral 6 30.00%
Agree 8 40.00%
Smartphone affects your concentration
towards education.
Mean 6.666666667
Standard Error 0.666666667
Median 6
Mode 6
Standard Deviation 1.154700538
Sample Variance 1.333333333
Kurtosis #DIV/0!
Skewness 1.732050808
Range 2
Minimum 6
Maximum 8
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Sum 20
Count 3
Interpretation and Analysis: On asking the student of Luton area regarding whether or not
Smartphone affects their concentration towards education 6 respondents disagrees with the view,
6 students neither agrees not disagrees with the statement whereas 8 students agrees with the
statement. By making evaluation of the responses of students gained through survey technique it
has been determined that majority of the students believe that their concentration towards studies
is affected with the use of Smartphone. It has been determined that with the emergence of new
technology the students devotes much of their time in surfing internet or using Smartphone
application. It becomes difficult for the students to concentrate in class as such the phone results
in enabling the students to chat, play games as well as watch videos.
Theme 4: Smartphone are not just mode of communication channel but it offer greater
features.
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Disagree Neutral Agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4

Responses Frequency Percentage
Disagree 4 20.00%
Neutral 6 30.00%
Agree 10 50.00%
Interpretation and Analysis: On asking the student of Luton area regarding their agreement on
the view that Smartphone are not just the mode of communication channel but it offers wide
range of features 4 respondents disagrees with the view, 6 students neither agrees not disagrees
with the statement whereas 10 students agrees with the statement. By evaluating the responses of
33
Disagree
Neutral
Agree
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5

students gained through survey technique it has been determined that majority that is 10 of the
students believes that Smartphone are not just the mode of communication channel but it offers
wide range of features. This is because they feel that role of Smartphone is effective in offering
facilities such as chatting, video games, surfing applications and video conferencing. It has
increased their living standard and enhances their performance at education 10 respondents
agrees and 4 disagreed with the statement. It has been determined that there are various students
who disagree with the view as they feel that it is just a mode that can be used for communication.
It has been gained that there were certain students who neither agrees nor disagrees with the
statement.
AC 5.4
After the collection of data it is essential to make analysis of the information in order to attain
desired outcomes. In this relation qualitative and quantitative are two data set of technique of
data analysis. Under quantitative, analysis of data is being carried out by the means of statistical
tool that is MS-Excel. It is effective in creating statistical tables that includes descriptive
statistics, graphs and bar charts etc. In contrast to this under qualitative study theoretical
description is being done. In the present report analysis of data makes use of both qualitative and
quantitative measures in which thematic analysis as well as graphical representation is being
done. Along with this, graphical presentation of the data is applied based upon the responses of
the students. Based upon questionnaire and several responses gathered from respondents
development of themes is being done. Thematic method is being employed for analyzing as such
it assist in employing the data through literature review as well as primary data with which
effective information is developed. This assists in the attainment of organizational targets with
effectiveness.
Validity and reliability and Research limitation
There are various things that will be taken into account by the researcher when carrying
out the research upon the selected subject matter. Before gathering the information it is important
to direct the efforts in terms of making sample understand the objectives behind carrying out the
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investigation (Patton, 2005). Further it is essential for the analyst to maintain the confidentiality
of the information that would be gathered from them. Along with this, proper citation of the
work needs to be done in order to reflect ethical behavior. The validity implies that the collected
data is logical. On the other hand, reliability demonstrates that similar data outcomes are attained
when the investigation is being carried out again in future course of time. In the present study
validity and reliability is maintained by means of collected information through authenticated
sources.
Limitations
There is presence of various limitations that would adversely affect the entire
investigation to a greater extent. It is important for the researcher to deal with such situation and
incorporate various measures with the aim to generate reliable outcomes. The limitations of the
research that have been faced are enumerated in the manner below: Time limit: There is lengthy process followed for the completion of entire investigation. It
is the responsibility of the analyst to make sure that each and every aspect under
investigation has been accomplished in appropriate manner. Thus in order to conduct
whole investigation investigator needs time that can be major obstruction to the quality as
well as reliability of the outcomes that are being generated. Availability of resources: In the present investigation secondary data has been gathered.
This is because; it assists the researcher in gaining insight to the phenomenon under
subject matter. Such is considered major limitation as data might not be acquired in an
appropriate manner. This is as a reason of restriction on the use of several unreliable
sites. Thus there can be chances that certain information is missed out while the research
is being carried out.
 Limited sample frame: The sample frame that is being used in the investigation is smaller
thus this might not assist in gaining effective outcomes from the research. Future research
.will consider larger sample size.
RECOMMENDATIONS FOR FURTHER RESEARCH WORK
The particular study on analyzing the impact of Smartphone on consumers possesses
certain areas that can be investigated by the researcher for future. The present study makes
evaluation of the reason due to which the students shifts from one Smartphone brand to another.
35

There is wider scope for the investigator in carrying out research on the similar phenomenon
under subject matter. This can be in relation to determining the impact of price on the purchase
decision of Smartphone. In addition to this the analysis can be done on the impact on
Smartphones for the organizations. With this more knowledge can be gained regarding the merits
and demerits of Smartphone usage in the market.
From the analysis of the present research topic analysis has been gained regarding the
subject matter that can be researched for future. The researcher can also examine the potential for
Smartphone market which would assist the business in gaining insight to the manner in which
they can enhance their market. It has been gained that further study can be carried in relation to
the aspect with which the business can increase their market share in an effective manner. Thus
such can be subject matter on which investigation can be done in future.
CONCLUSION AND RECOMMENDATIONS
It can be concluded from the findings that there is greater impact of Smartphone on the
consumers. This can be in terms of positive and negative aspect. The objectives of the present
investigation have been attained in an effective manner. It has been gained that with the use of
such technology communication can be enhanced. Moreover it offers opportunity to increase the
knowledge which can assist in career development.
From the analysis of the literature that has been carried out by several authors in past it
can be inferred that there are several reason that compels the students to shift from one brand to
another. This is in relation with the influence that is being exerted by the peers and colleagues on
a person. Along with this it has been gained that the behavior of students is affected by the cost
and features. Thus the need of the students compels them to shift from brand like Samsung to
Apple and vice versa. It is important for the organizations to take into account such in order to
increase their sales and profitability to a greater extent. It is recommended to the firms to design
the product in accordance with the needs of the target market so that they are able to satisfy their
requirements in an effective manner.
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IMPLICATIONS
There is certain implication of the present investigations that aims at making analysis of
the impact of Smartphone on consumers. With the assistance of this research the organization
can gain insight to the factors that determine the preferences of the student’s customers. Further
with this they can design the products in an effective manner. Another major implication of the
present research could be that through these students can know the demerits of making excessive
use of Smartphone. Thus they can make utilization of the Smartphone in limited manner. Further
it can be used in order to enhance the knowledge of the individuals and get updates as and when
required. It is important for the organization to determine the factors that have adverse impact on
the students. With this they can reduce the negative influence of advance technology on the
minds of target audience. There is greater demand among the people of different ages regarding
the use of mobile phone. This is because such has resulted in making their life easier. Therefore
such needs to be considered by the organization while developing the products. With this
organization would be able to increase its sales and profitability. Moreover it assists them in
enhancing their market share to a significant level.
Proofread to check grammar, punctuation, and presentation errors.
37

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