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
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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.
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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
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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
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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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