BMP6001 Dissertation: Sustainable Marketing Research Proposal

This research proposal investigates the impact of sustainable marketing strategies on promoting the iPhone and attracting a larger customer base. The study begins with a background on sustainable marketing and Apple Inc., highlighting the growing consumer awareness of environmental issues and the importance of corporate social responsibility. The research rationale emphasizes the need to understand how sustainable marketing influences consumer behavior and promotes long-term business growth. The research questions explore the benefits of sustainable marketing, its impact on iPhone promotion, and effective strategies for customer acquisition. The research aims and objectives are clearly defined, focusing on analyzing sustainable marketing's influence on iPhone promotion. The methodology section outlines a deductive research approach using a questionnaire for data collection, with both primary and secondary data sources. The research strategy includes a structured questionnaire and sampling of Apple employees, with a timescale spanning ten weeks. The proposal also details the necessary resources, including digital libraries, journals, and statistical software like SPSS and Microsoft Excel, to analyze quantitative data and present findings through graphs and tables. The references cited support the research's theoretical foundation and provide context for the study.

Research Proposal

Table of Contents
Background of the Research Topic..................................................................................................3
Background of the Research Organisation......................................................................................3
Research Rationale..........................................................................................................................3
Research Questions..........................................................................................................................4
Research Aims and Objectives........................................................................................................4
Research Methodology....................................................................................................................4
Research approach.......................................................................................................................4
Research method..........................................................................................................................4
Data collection.............................................................................................................................5
Research strategy.........................................................................................................................5
Sampling......................................................................................................................................6
Data analysis................................................................................................................................6
Timescale.........................................................................................................................................6
Resources.........................................................................................................................................7
REFERENCES................................................................................................................................9

Background of the Research Topic
The concept of sustainable marketing has recently gained popularity which revolves around
using social and environmental investment as a part of their marketing investments. In the
consumer technology industry sustainable marketing focuses on usage of cloud computing , AI
and Internet of things to implement sustainable initiatives as part of marketing efforts Society is
growing more aware of and worried about environmental issues as they become more prominent
(Jena and et. al., 2017). Businesses who participate in such efforts encourage their customers to
do so as well. Because of the increased demand for sustainable goods and services, the
requirement to improve competitiveness and consumer loyalty has evolved. Deceptive promises
and tactics, as well as high-pressure sales, have been blamed on marketing for injuring
customers. Unsustainable marketing has frequently satisfied a craving for materialism rather than
a high quality of life. The ever-increasing need for more and more things has had negative
implications for the environment.
Background of the Research Organisation
Apple Inc. is a US-based global technology company that specialises in consumer electronics,
software, and internet services. With £196.5 billion in revenue in 2020, Apple is the world’s
most valuable corporation and the world’s largest technology company by revenue. Apple Inc. is
one the most valued company on a global scale, this is depicted by the company being in the list
of top five highest sold computer brands and Apple iPhone 11 being the highest sold smartphone
in the year 2019.
Research Rationale
The purpose of choosing this topic is to investigate the impact of sustainable marketing on the
promotion of appropriate commodities in the market. They also lead to a focus on the appropriate
issues for effectively promoting items in a long-term sustainable manner. Furthermore, research
is necessary at both a personal and professional level in terms of having prominent and accurate
facts regarding the analysis of sustainable marketing in order to achieve correct company growth
and achievement. Furthermore, the current study is valuable in analysing the impact of
sustainable marketing on employee growth as well as the proper development of the
organisation.

Research Questions
 What are the benefits of sustainable marketing?
 What is the impact of sustainable marketing for promoting iPhone in marketplace?
 What are the ways by which Apple can make sustainable marketing strategies more
effective to acquire new customers?
Research Aims and Objectives
Research aim:
The aim of this research is "to analyse the impact of sustainable marketing for promoting iPhone
in market to attract large customer base". A study on Apple.
Research objectives:
 To determine the benefits of sustainable marketing.
 To identify the impact of sustainable marketing for promoting iPhone in marketplace.
 To evaluate the ways by which Apple can make sustainable marketing strategies more
effective to acquire new customers.
Research Methodology
Research approach
It is critical for researchers to devise a strategy for carrying out their research. Analysis of data
based on sustainable marketing statistic and understanding the area of sustainable marketing in
the technology industry in particular Apple Inc. It is primarily concerned with the concept plan
and technique, which includes steps for collecting data, analysing, and interpreting it in order to
obtain accurate results. It is divided into two types of research approaches: inductive and
deductive (Lee, Kim and Hong, 2017). Both are useful for acquiring reliable and authentic data,
but deductive research will be used in the current investigation because it is related with
scientific investigation that is based on facts and figures in order to design an effective plan for
gathering accurate information. This can aid in the collection of measurable data and the delivery
of reliable results at the conclusion of the study.
Research method
Surveys, interviews, and case studies are just few of the research methods that might be
employed to complete the project (Schnurr, 2017). The investigator, on the other hand, will use a
questionnaire to collect data. The researcher will also utilise a questionnaire to collect data from

the respondents. The researcher will be able to collect data that is both first-hand and reliable as a
result of doing so. In addition, questionnaires are simple to analyse and save the researcher both
money and time. Quantitative research is used because it aids in the analysis of primary data.
Data collection
There are different sources for collecting data and information that researchers have chosen as
part of their research activities, such as primary and secondary data gathering methods. Both
methods will be used by the researcher to execute and undertake the current investigation
because they help in gathering detailed and authentic assessment on the basis of the research
issue. By constructing a structured questionnaire, the investigator collects data directly from
respondents utilising the primary approach (Tae, Luo and Lin, 2020). Secondary methods, on the
other hand, aid in the completion of literature reviews by providing thorough information on the
basis of a specific study topic. In order to conduct the present investigation, the researcher will
collect data using both primary and secondary methods, as both provide relevant and reliable
information on the topic and area. A structured questionnaire will be prepared to collect primary
data, which will include closed-ended questions asked of selected respondents to better
understand their perspectives (Chauhan, Mukhopadhyay and Jaiswal, 2018). A comprehensive
literature review is also carried out because it provides theoretical information that may aid in the
achievement of favourable and dependable results inside the study.
Research strategy
It is based on a comprehensive plan that outlines how all research activities will be carried out. It
primarily assists investigators in designing, executing, and monitoring the entire study. In this
context, there are a number of successful strategies that researchers might employ in order to
collect data on the research issue at hand. Questionnaires, interviews, surveys, observations, and
a variety of other statistical tools aid in the analysis and gathering of accurate data (Rietveld and
et. al., 2020). For this study, a structured questionnaire will be created, coupled with a series of
closed-ended questions to be asked to selected respondents in order to gain a better
understanding of their perspectives on the research subject. This allows the investigator to make
the best decision and reach a valid conclusion at the end of the inquiry.

Sampling
It is a method that researchers use to pick a sample size from a broader population in order to
collect relevant data. It is divided into two types of sampling techniques: probabilistic and non-
probabilistic sampling approaches (Egana-delSol and Flanders, 2019). Investigators employ a
probabilistic sampling method to choose the proper sample size, in which the sample size is
chosen at random. The researcher used this to determine a sample size of 30 employees and
project team members. Several number of different job positions at Apple were communicated
for this research include retail sales associate, retail network engineer, SAP retails systems
analyst, i.O.S developer and warehouse worker.
Data analysis
The data analysis methods used as a part of the present investigation is quantitative data analysis.
The reason behind the usage of quantitative data analysis is that it enables the researcher to use
statistical knowledge on the data and present it in forms of graphs and tables. As a result, the
conclusions of the research investigation are straightforward to comprehend (Kotze, 2017).
Timescale
Throughout the study in knowledge, many activities will be carried out to ensure that the
required objectives are met. The researcher will initially discuss their ideas with their supervisor
or tutor before proceeding with the research. At the first meeting, the researcher will discuss the
research introduction before moving on to the literature review, research technique, data
collecting, analysis, and interpretation in the weeks ahead.
The investigator will meet with the teacher after the data collection to discuss the data
analysis. After the research is completed, the researcher will meet with the tutor one more time
before submitting it to discuss any ideas or suggestions for improvement, as well as receive
feedback on their work (Sun and et. al., 2019). As a result, the investigator will need to consider
these numerous duties and deadlines throughout the training in order to finish it on time without
losing quality. As a result, the anticipated study outcomes will be achieved. The activities listed
above will take place over the course of ten weeks.
Task/Weeks Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10

First meeting
with supervisor
for research
Introduction
✓ ✓
Literature review ✓ ✓
Research
methodology
✓
Data Collection ✓ ✓
Meeting with
supervisor
✓
Data
examination,
outcome and
Deliberation,
✓ ✓ ✓
Final meeting
with supervisor
Feedback and
recommendations
✓ ✓
Several activities will be completed, such as the researcher initially composing the research
introduction. The researcher will meet with the tutor on a regular basis to do this. The researcher
will then conduct a literature review, gathering pertinent information for the study. The
researcher will be needed to attend many weekly sessions. Research methodology is another
activity in which the researcher, among other things, finalises the research approach, strategy,
and procedures.
Resources
The most important resources that are required for research in order to acquire data include
digital library articles, journals, and books, among others. These resources are valuable for
gathering important information and are based on the researcher’s expertise. Primary and
secondary research resources are prominent, with the primary source including first-hand
information and the secondary resource including evaluation discussion and used information

after the primary and secondary sources of information have been analysed (Si and Chen, 2020).
Apart from that, the research findings are measured using SPSS software and Microsoft Excel in
order to assist researchers in the examination of diverse information using quantitative data in
graphs and charts. The SPSS software was assessed for this researcher and the main advantages
of the usage of this software are large number of statistical tests can be completed with this
software and it provides reliable and fast answers for various statistical calculations.

REFERENCES