Exploring Social Media's Role in Shaping Consumer Purchasing Decisions

This research report investigates the influence of social media on consumer purchasing decisions, focusing on data collection through primary (observation, interviews, questionnaires) and secondary methods (government reports, journals, books). It details the procedures undertaken for the research, including questionnaire distribution and data recording, and discusses the use of formative and summative evaluation techniques. The report interprets and analyzes the collected data to assess the impact of social media on consumer behavior, identifies advantages and disadvantages, and offers recommendations for further consideration. It also touches upon the importance of aligning resources with research questions, adhering to agreed specifications, and using appropriate research evaluation techniques to enhance the effectiveness of marketing strategies in the digital age. Desklib offers a wealth of similar resources for students.

Research Project
1

Table of Contents
Task 2...............................................................................................................................................3
2.1). Match resources efficiently to the research question or hypothesis........................................3
2.2) undertake the proposed research investigation in accordance with the agreed specification
and procedures.................................................................................................................................7
2.3 Record and collate relevant data where appropriate.............................................................8
Task 3.............................................................................................................................................10
3.1 Use appropriate research evaluation techniques......................................................................10
3.2 interpret and analyze the results in terms of the original research specification.....................12
3.3 make recommendations and justify areas for further consideration........................................22
Task 4.............................................................................................................................................25
4.1 use an agreed format or media to present the outcomes of the research to an audience.........25
References......................................................................................................................................27
Appendix........................................................................................................................................29
2

Task 2
2.1). Match resources efficiently to the research question or hypothesis.
It is essential that the data and information collected must cover all the aspects of the factors
which are necessary for the effective conduction of the research. If any of the aspect or factor
remains uncovered, it may affect the effectiveness of the research. For making sure about the
effectiveness of the research intact, various methods are used for pooling together the data and
the information required for the research. These methods include the Primary and Secondary
Data.
Primary Method: This is a method which is adapted for the collecting or gathering the
information particularly for serving the purpose or the aim of the research. The data or the
information collected under this method is known as Primary Data (Cleary, et. al., 2014). Such
data is considered to be gathered at first hand by way of observations, experiments, surveys,
interviews, etc. Such data collected under this research is by way of:
 Observation Method: This method is most suitable for making a study on the behavioral
science. Under this method, data is collected by way of making an observation on the behavior of
the subjects such as in this research, the behavior of consumers will be observed i.e. whether
such social influences their consumers. There is certain observations method which is divided
into different categories on the basis of its use and purpose. These methods are Descriptive and
Exploratory Observation, Controlled and Uncontrolled Observation and Descriptive and
Exploratory Observation.
 Interview Method: Under this method, the researcher conducted the detailed interview by
asking some specific questions from random people. This helps in collecting the information or
data by recording the opinions or the verbal or oral responses of the individuals (Sekaran and
Bougie, 2016). Under this, the questions asked are related to the research project i.e. Influence of
social media on the purchases of consumers. There are different ways of conducting interviews
which are: Personal Interviews, Telephonic Interviews. However, for pooling the data required
for this research, personal interviews are conducted as it is more effective and efficient to talk to
the person's face to face instead of talking on the phone.
3

 Questionnaire: This is most common and suitable method which is used for conducting an
effective research by gathering all the required data and information. Under this method,
different questions are prepared, each having different answers and the respondents have to
choose from those answers only. Questionnaire in this research is distributed among various
individuals who are selected randomly.
Secondary Method: It is a significant method which is used to gather data from various sources.
Data is collected by referring and using the data which is already published or unpublished. It is
easier to obtain in comparison with the primary method (Bryman, 2015). The sources under this
method include:
 The publications or reports of the government.
 Journals.
 Books
 Public Records.
 Data previously collected including the statistical data.
These are some of the examples of published data, the example of unpublished data are personal
notes, letters, diaries, etc. However, there are certain factors which must be taken into
consideration before data collected is used for the research such as the reliability, authenticity,
and adequacy of data.
4

Merit:
Primary Method Observation
Method
Interview Method Questionnaire
Advantage 1. Past behavior or
intentions regarding
future does not affect
the data collected.
2. The natural behavior
of the consumers can
be witnessed and
recorded.
1. Conducting detailed
interviews provide effective
and adequate information.
2. Such method can be
controlled as the questions
are decided by the
researcher itself.
3. Misinterpretation of data
can be avoided.
4. It is a flexible method.
1. Information can be
collected easily.
2. The appropriate
time is provided to
the respondent to
answer.
3. Data collected under
this method is easily
understandable.
Disadvantages 1. It is a costly and
expensive method.
2. Sometimes, limited
information is
collected.
3. It is an unreliable
method.
1. Questions have to be precise
otherwise the respondent
loses interest.
2. Can influence the
respondents by asking
unique questions.
3. It limits the answers
to some particular
answers.
4. Time-consuming
and slow method.
5

2.2) undertake the proposed research investigation in accordance with the agreed
specification and procedures
An important role is being played by the research investigation in order to achieve the aims and
objectives of the research and to make it successful. There were several specifications made in
the first part in order to do proper research analysis in an efficient and effective manner. The
main topic on which the analysis is being done is to investigate the influence of social media on
the consumer purchase (Hajli, 2012). The research is carried out in order to make recognition
regarding the magnitude to which buying decisions of customers are being influenced by social
media. In today's world use social apps are growing rapidly and making a huge impact on the
customer's mind. It also plays a significant part in the business organization in order to market
and promote their products. The chosen organization i.e. Arcadia is also making use of social
media in order to attract more and more clients. The main of the research is to determine various
advantages and disadvantages of social media in the purchasing of consumers (Hajli, 2014). The
objective of the research is to make examination that to what extent purchasing decisions of
customers are influenced by social media.
For the proper investigation of the research, a procedure has also been made so as to manage all
the activities in an appropriate manner. For the successful research, a questionnaire has also been
developed for the part of an investigation in the project. There will be several questions which
will be answered by 50 customers and then the proper analysis will be done on the basis of
graphs to know about the exact factors of social media that are influencing customers purchasing
decision.
[See Appendix]
6

2.3 Record and collate relevant data where appropriate
In simple words, it can be understood that program of the research is considered more as the
process of exploration that supports in showing the real results to come up with the various steps
in an appropriate manner (Hajli and Sims, 2015). It has been depicted by many scientists and
economist that program or procedure of research is being considered as the complex activity set
that focuses mainly on identifying, implementing, analysing, investigating and finding set of
policies and plans so as to make development of required information and things that provides
further knowledge that gives addition to the existing knowledge.
Basis Data recording Appropriate
Consumer behaviour In this research data is being
generated in regards to the
responses of customers with
the provided situation and
make a determination of
real caliber of employees
for the provided task (Hajli,
2015)
Supports in making proper
interpretation and also helps
in understanding behaviour
of customer with the
provided objects.
Influence of social media Different questions are
being formed by the
researcher to analyse the
social media’s impact on
customers.
Make provision of the clear
picture in analysing the
impact of social media on
the buying behaviour of
customers.
Evaluation of particular Collection of data and
information supports in the
There are various social
media sites being utilized by
7

social media site identification of the most
used social media site by
customers.
consumers but the one most
used make more influence
on the behaviour of
customers (Kidane and
Sharma, 2016).
Response Table:
Q1 a b
50 50
Q2 a b c d e
35 30 20 15 0
Q3 a b c d e
20 50 20 0 10
Q4 a b c d e
20 40 20 10 10
Q5 a b c d e
8

5 20 40 25 10
Q6 a b c d e
30 40 10 20 0
Q7 a b
70 30
Q8 a b c d e
0 20 40 40 0
Q9 a b c d e
10 30 50 10 0
Q10 a b c d e
40 40 0 10 10
9

Task 3
3.1 Use appropriate research evaluation techniques
By depending on the adaption of scope and time of the techniques of research used for the
evaluation of any sort of research can be distinguished among summative, formative as well as
planning studies. Despite their time used for implementation, all three sorts of a technique of
evaluation are based on the aims and objectives of the work being done in research (Sekaran and
Bougie, 2016). For the initial stage of any kind of exhibition or programs that must be executed,
evaluation of planning is being performed in order to have the proper development. Prior
planning can also support in making identification of the important work and also supports in
reducing the targets which are not required. An interest of the target is to focus more on the
formulations of the future design of the procedure of research accordingly. A proper explanation
of such techniques is being described as follows:
Formative evaluation: In order to execute any sort of program, the main target of the research is
the audience as they are the vital factors in the process of making evaluation so as to check the
importance of an assignment. Their responses are being taken as the feedback so as to make a
proper outcome. In order to make an improvement, all the collected data is being analysed for the
implication and to make any alterations. This is being termed as non formal evaluation and the
actions that are being generated are termed to be effective.
Summative evaluation: This is being termed as the formal evaluation and is being done by the
execution of the research in order to find the essential parameters. This kind of evaluation
supports in forming an effective research in future so as to evaluate work. (Sigala et. al., 2012. ).
For the chosen organization, in order to maintain and improvise the rate of development in an
effective manner, they must make adoption of summative evaluation. As for the benefits of
implication, collected data will be very supportive and is being developed by partners of funding
for the importance in executing the desired plans and goals (Sashi, 2012). Affinity, compatibility,
viability as well as usability tests are being performed after doing implication and the base of the
performance is being recorded. An analysis is being done to make the proper evaluation of the
results, formation of some strategies are also done which will help in the improvement of the
10

performance as well as supports in generating more revenue in comparison to its competitors.
Implementation of any new technology is decided on the basis of outcomes of the analysis done
for the summative assessment. In addition to the testing of performance, reviews of visitors are
being acknowledged in regards to any evaluation that must be done to satisfy customers need and
to gain popularity. The conclusion that has been drawn regarding any kind of evaluation aimed to
be used as the beneficiary leverage for the success as well as the growth of an association (Smith,
2015).
11

3.2 interpret and analyse the results in terms of the original research specification
The summative analysis is being done in regards to the collected data for the specification of
research. In regards to this analysis, surveys of several questions are being done and the
responses are being recorded of the 100 respondents.
Q1. What is your gender?
Options Responses
Male 50
Female 50
Male Female
0
5
10
15
20
25
30
35
40
45
50
Responses
Responses
Interpretation: From the presented data, it can be analysed that respondents who took part in
the survey are both male and female and questionnaires are being distributed to them in an equal
amount so as to avoid discrimination.
12