A Study on Social Media's Impact on Customer Decisions at M&S

This research report examines the impact of social media on customer decision-making processes, specifically focusing on Marks & Spencer (M&S). The report includes a table of contents outlining the structure, covering topics such as matching resources to research questions, undertaking research investigations, and data collection methods through questionnaires. The study employs both quantitative and qualitative research approaches, utilizing a descriptive research design and interpretivism research philosophy. Data sampling methods, including random sampling, were used to collect data from 50 respondents. The analysis involves thematic analysis of the questionnaire results, revealing insights into how social media influences customer purchasing decisions, the challenges M&S faces in using social media, and the benefits of social media in business operations. The report also considers ethical guidelines, limitations of the study, and offers recommendations based on the findings.

Research Project Part 2

Table of Contents
TASK 2............................................................................................................................................1
2.1 Matching resources efficiently to research questions...........................................................1
2.2 Undertaking proposed research investigation.......................................................................1
2.3 Recording and collating relevant data...................................................................................1
TASK 3............................................................................................................................................3
3.1 Use of appropriate research evaluation techniques...............................................................3
3.2 Interpret and analysis of results.............................................................................................5
3.3 Recommendation and justification of the research area considered...................................14
TASK 4..........................................................................................................................................15
4.1 Presenting outcomes through an appropriate media...........................................................15
REFERENCES..............................................................................................................................16

TASK 2
2.1 Matching resources efficiently to research questions
Under this, the research questions are helpful in determining the main purpose of
investigation which can be fulfilled. Questions are taken in to a consideration that aids in conduct
an effective data analysis related to particular research topic (Edvardsson, B., Tronvoll, B. and
Gruber, T., 2011). It is necessary that research questions should be relevant which are given
below as above:
Q1. What is significance of social media channels for Mark and Spencer?
Q2. What are the major elements that can affect customers' decision making?
Q3. What is the impact of social media tools on buyers' purchases?
Q4. Justify the ways by which Mark and Spencer can attain target audiences.
2.2 Undertaking proposed research investigation
It is based on scholar in order to identify effective methods to be applied for carrying out
the better research. It should be sure that accurate as well as relevant data or information is
gathered by assist in developing the better conclusion in an efficient way. In order to carried out
research in significant way, there are two different research methods like for an instance
Quantitative and Qualitative. The main focus of Qualitative methods of research on gather
necessary data which should be of better quality. This research focus on measure motivation,
thoughts and opinion to provide answers of all questions which are needed to be obtained with
the help of conduct discussions, interviews, questionnaire, observation and many others
(Turban, E. and et. al., 2013).
On the other hand quantitative research aspects is related with the statistics as well as
numbers which are obtain by a research. It is an easy approach and in this part past data of can be
included in this research. In context to conduct research in better manner, researcher uses
qualitative data so that investigation can be done in a detailed manner.
2.3 Recording and collating relevant data
For recording and gathering data, Questionnaire is employed that the different
components of social media in context to Marks & Spencer which can be determined. This is
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renowned techniques by which opinions as well as view points of all respondents can be
determines on subject of research. Under this, questions are developed in a systematic or
chronological manner so from this, researcher can gather relevant as well as accurate data or
information. Under this, an investigator knows about opinions as well as view points of
consumers related to social media which Marks& Spencer organisation to select (Kapferer, J.N.,
2012 ). Regarding this, questionnaire is prepared by researcher which is given below as above:
QUESTIONNAIRE
Name:
Contact number:
Address:
Q1) Does social media affects purchase decision of customers?
a) Yes
b) No
Q2) What are the major challenges face by Marks & Spencer firm during use of social
media to interact with customers?
a) Complex process
b) Time consuming
c) Frequent changes
Q3) What is major benefit of use social media in business operations?
a) Attract large number of customers
b) Provide competitive benefit
c) Support in expand operations
Q4) What is main resource require by entity to utilise social media platforms?
a) Funds
b) Expertise knowledge
Q5) Does by utilise social media platforms M&S can sustain in market for long run?
a) Yes
b) No
O6) Does social media is an effective way to reach customers in retail industry?
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a) Yes
b) No
Q7) Other than social media, what is the major medium through which M&S can reach to
its customers?
a) Television
b) Radio
c) Newspapers
Q8) What are main social media tools which use by Marks & Spencer organisation to
attract consumers?
a) Instagram
b) Facebook
c) Twitter
Q9) Recommend different methods by which Marks & Spencer can make its customer
base strong?
TASK 3
3.1 Use of appropriate research evaluation techniques
Research Design
It refers to overall strategies which an investigator select in order to integrate various
elements of study in logical and coherent way by determining the problem in an effective or
proper manner. Before conduct research in significant manner, it is necessary to include proper
research design to determine an important aspects of study. Research design constitutes blueprint
for measurement, analyse, collection and also data analysis. In addition to this, an investigation
stimulate scholar to determine better research methodologies which are undertaken for analysis
purpose. In this, research design is undertaken explain about study kind. For this specific
research study, researcher consider the Descriptive research design in to a consideration
(Goworek, H., 2011). There are different tools and techniques which are necessary under this
like for an instance survey, case- study and observation. It is essential for researcher yo chose
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necessary method on the basis of particular research topic. In context to this, an investigator
relies on description by using the primary investigation.
Research philosophy
The main focus of an investigator to determine an effective way to gather as well as
analyse relevant information or data. Under this, opinion of different writers are taken in to a
consideration to determine impact of social media on customers' purchases and their decision
making process. In this, there are two different research philosophies and these are positivism
and interpretivism. Both are helpful in getting valid conclusion. In order to conduct this research
in proper manner, an investigator uses an interpretivism research philosophy (Keller, K. L.,
Parameswaran, M. G. and Jacob, I., 2011).
Data Sampling
It refers to tool which are helpful in gather as well as analyse relevant data or
information. It is statistical analysis technique that used to choose, analyse and also manipulate
representative subset of information or data points in addition to determine trends and patterns in
examined more data. In this, researcher selects population for the purpose of collecting necessary
or accurate data or information. Under this, data sampling is divided in to two different parts and
these are Probabilistic and non-probabilistic. In the probabilistic data sampling, each component
of population possess number of modification which are chosen in this sample. But in non-
probabilistic sampling method, there are many components which do not require any kind of
chosen in sampling. In addition to select specific population, an investigator uses the random
sampling method because in this there is no particular patten (Hodgkinson, G. P. and Healey, M.
P., 2011). On the other hand, in purposive sample technique, samples are chose with particular
objectives. In this, sample size which has been selected through researcher is 50 to know about
affect of social media on purchase and decision making process of customers in Marks &
Spencer.
Data collection method
IN context to collect relevant or accurate data, researcher uses different data collection
sources like for an instance primary and secondary. It is necessary to include past statistical data
or information which is related with social media affect on buying decisions of consumers which
carried through a business firm. In context to primary source, an investigator collect data with
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the help of questionnaire an don the other hand, in secondary researcher uses articles, blogs,
books, journals etc. But for completing this present research, an investigator uses primary data
collection method (Barry, M. J. and Edgman-Levitan, S., 2012).
Ethical Consideration
It is essential for an investigator to consider or follow research ethics in an effective or
significant manner. Under this, a researcher familiarises scholar policies as well as norms which
are regarded through a researcher at the time of conducting research in a systematic manner. In
addition to this, research norms and principles are helpful in determine what is wrong and right
concerned to research with identifying an acceptable as well as unacceptable behaviour through
scholar. It is necessary for researcher to behave in an effective way so that research can be
carried out in systematic way (Goworek, H. and et. al., 2012). In context to this it is important for
an investigator is to main information of chosen respondents should be confidentiality and also
privacy. Researcher should be focus on following ethical standards which are given through an
investigator. Under familiarises this, there are different ethical guidelines concerned to conflict,
health and safety standards and also human rights which are necessary to follow through an
investigation.
Limitation
Under this, there are many challenges as well as complexities which are faced through a
searcher with main objective of a research. In addition to this, it is normal for an investigator is
to cover with some of thee limitations. It is necessary to focus on range of the disadvantage that
is combat to carried out an investigation in a better or deficient manner. At the time of
conducting an investigation in proper manner, there are large number of problems faced through
researcher and also know about the method of resolve them. In this, main problem related to
preparing of goals and aims which are too broad. Other issue is concerned with collecting
relevant method of data collection ( Lund-Thomsen, P. and Lindgreen, A., 2014.). Some times,
business houses are not corporate with the researcher to provide them any information. In
addition to this, there is minimum availability of valid and also reliable information or data at the
time of conducting specific researcher by using the qualitative data. So, regarding this it is
important for an investigator that it should try to resolve all problems and conduct an
investigation and get reliable or valid conclusion.
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3.2 Interpret and analysis of results
Under this part of research, data or information has been determined with the help of
analyse as well as interpret questionnaire in order to getting the positive outcomes in an effective
or proper manner. For analyse collected data, researcher uses thematic analysis to better
understanding.
THEME 1: Social media affect the purchase decision of customers
Q1) Does social media affect the purchase
decision of customers?
Frequency
Yes 30
No 20
6
Yes No
0
5
10
15
20
25
30
Column B

Interpretation: Under this, social media impact on purchasing decision of customers. Marks &
Spencer company uses social media in order to increase its sales or profit level. Under this, there
are 30 respondents which said that social media affect on purchasing decision of consumers but
there are 20 people which said that there are some other ways which can impact on the process of
decision making of consumers in an effective or efficient manner.
THEME 2: Major challenges face by firm during use of social media
Q2) What are the major challenges face by
firm during use of social media to interact
with customers?
Frequency
Complex process 24
Time consuming 15
Frequent changes 11
7
Complex process
Time consuming
Frequent changes

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Interpretation: At the time of using social media tools, there are many different problems which
are faced through Marks & Spencer business firm. Some times, issues can impact on purchasing
decision of consumers. Under this, according to 24 respondents, it is very complex process. On
the basis of view point of 15 respondents and according to that social media is very time taken
process because there is a requirement to firm to create its own attractive page on social media
tools. On the other hand, customers need modifications in specific period of time so that main
challenge according to 11 respondents is frequent changes.
THEME 3: Main benefit of use social media in business operations
Q3) What is the main benefit of use social
media in business operations?
Frequency
Attract large number of customers 20
Provide competitive benefit 16
Support in expand operations 14
9
Attract large number of customers
Provide competitive benefit
Support in expand operations
0
5
10
15
20
25
Column B

10

Interpretation: Social media provides large number of benefits to an organisation in many
different ways. Under this, according to 20 respondents that main advantage of social media is to
attract large number of consumers because people of this generate more like to purchase goofs
through online. But there are 16 respondents which said that it helps in provide competitive
benefits to company. On the basis of 14 people, major advantage of social media is to expand
business in to the different countries.
THEME 4: Major resource require by entity to utilise social media platforms
Q4) What is the major resource require by
entity to utilise social media platforms?
Frequency
Funds 28
Expertise knowledge 22
11
Funds Expertise knowledge
0
5
10
15
20
25
30
Column B

Interpretation: In context to use social media, it can be evaluated that, funds are one of the
important element in order to improve their business operations. According to the mentioned
graph 28 of the respondents out of 50 are agree with the fact that for making proper
advertisement in social media company must have adequate funds. Whereas 22 of them says
knowledge provided by expertise is enough for operating business.
THEME 5: Social media platforms M&S can sustain in market for long run
Q5) Does by utilise social media platforms
M&S can sustain in market for long run?
Frequency
Yes 38
No 12
12
Yes No
0
5
10
15
20
25
30
35
40
Column B

Interpretation: From the graph that is mentioned above it can be concluded that, through social
media platforms company can remain in market area for a longer period of time. Out of 50 , 38
person are saying yes that means for them social media is providing benefits due to which Marks
and Spencer is in a very good position. Other than this, 12 of them are not agreeing with this they
think these social media are not providing any kind of help for the same.
THEME 6: Social media is an effective way to reach customers
Q6) Does social media is an effective way to
reach customers in retail industry?
Frequency
Yes 40
No 10
13
Yes
No

Interpretation: In current market scenario, social media is one of the powerful platform for
reaching out to customers. Form the given context it has been evaluated that, 40 out of 50
respondents agree with the fact that company is using social media platform in an effective way
for attracting a large number of customers. Whereas 10 of them are not happy with what ever
information are provided to its end customers by respective company.
THEME 7: Major medium through which M&S can reach
Q7) Other than social media, what is the
major medium through which M&S can
reach to its customers?
Frequency
Television 24
Radio 10
Newspapers 16
14
Television
Radio
Newspapers

Interpretation: There are various sources through which company can promote their activities.
24 out of 50 are saying that television is enough for having appropriate information regarding
any products. Other than this, 10 out of 50 respondents agree with the fact that radio is
appropriate in gaining adequate knowledge for the commodities that are manufacturing by Marks
and Spencer. Whereas 16 respondents are happy with the data that they are getting from
newspapers.
THEME 8: Main social media tools which use by Marks & Spencer
Q8) What are main social media tools which
use by Marks & Spencer organisation to
attract consumers?
Frequency
Instagram 19
Facebook 22
Twitter 9
15
Instagram Facebook Twitter
0
5
10
15
20
25
Column B

Interpretation: As per the market scenario, there are various social media tools that company
can adopt for garbing the attention of large number of people. From the above graph it can be
evaluated that 19 out of 50 respondents are thinking that Instagram is the effective tool for
attracting more and more customers towards their organisation. Whereas 22 are agree that
Facebook is the best source for the same. Other remaining respondents i.e. 9 are saying that
Twitter is effective tool for providing appropriate information so that customers can avail the
benefits.
3.3 Recommendation and justification of the research area considered
Conclusion
IT has been concluded from the above given report that social media is an effective way
to attract large number of people and develop positive brand image at market place. It also affect
on the process of decision making of consumers to purchase products in a significant manner.
Under this, it has been determined that it is an effective approach by which Marks & Spencer
organisation can achieve its organisational objectives and increase profit level. Modifying wishes
as well as demands of individuals can countered in successful manner through using the social
media tools which are used by Marks & Spencer organisation. In order to collect necessary
information, an investigator uses better method such as primary data collection in which
researcher prepare questionnaire. At the time of conducting an investigation in a proper manner,
investigator follows all necessary legislations and also ethical practices in a proper manner. In
addition to this, there are different measured which are undertaken through Marks & Spencer to
develop positive image with the help of effective social media tools. At this present time, many
people are connected with social media and people communicate with each other in all over the
world. There are many different social media tools, but in this an investigator uses Facebook and
Instagram because on these, firm van provide its information or aware about its products in a
significant or proper manner. It provides many advantages to firm and helpful in increasing
brand image of an organisation in front of people at market place. With the help of this, Marks
& Spencer business firm can gain the competitive advantages and can compete with its strong
rivals in an effective way. Social media provides many advantages to firm like reduce cost,
increase productivity, attract more consumers and many others.
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