Technology as Driver of Change: A Business Research Proposal on Uber

This business research proposal examines technology as a driver of change, focusing on the disruption of the taxi industry with a case study on Uber. It outlines the rationale, research questions, aims, and objectives, including understanding digital disruption, analyzing Uber's disruptive model in the UK market, and determining Uber's strategies. The methodology section details the quantitative research approach, sampling methods, data collection methods (questionnaires), and data analysis techniques, including primary and secondary data analysis. Ethical considerations and research limitations are also addressed, ensuring responsible research practices. The proposal concludes with a timeline and preliminary literature review, exploring the concept of digital disruption and Uber's impact. Desklib provides access to similar solved assignments and resources for students.

Business research proposal on
“Technology as a driver of
change”
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Table of Contents
Chapter 1: Introduction ...................................................................................................................3
Rationale.....................................................................................................................................3
Research Question......................................................................................................................3
Research Aim..............................................................................................................................3
Research Objectives....................................................................................................................3
Research Scope...........................................................................................................................3
Chapter 2: Preliminary Literature Review.......................................................................................4
Chapter 3: Methodology..................................................................................................................5
Research methodology................................................................................................................5
Sampling.....................................................................................................................................6
Data collection methods..............................................................................................................6
Data analysis methods.................................................................................................................7
Ethical considerations.................................................................................................................8
Research Limitations..................................................................................................................8
Timeline...........................................................................................................................................9
References.....................................................................................................................................11
Appendices....................................................................................................................................13
Questionnaire............................................................................................................................13
Ethical Review form......................................................................................................................14
Ethical Review Form: Part 1.....................................................................................................14
Ethical Review Form: Part 2.....................................................................................................15
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Chapter 1: Introduction
Rationale
The reason for choosing this research method is to adopt the technique and and changes
that happened in the new digital era or technologies for the growth of different marketing factors.
With the help of this research, investigator is able to collect personal and professional knowledge
which helps them in their future. In the context of personal development, researcher gain
communication, personal and public speaking skills (Ding and et.al., 2021). Whereas, in the
context of professional researcher is able to know about digital disruption within the taxi
industries.
Research Question
 What is the concept of Digital disruption to the different industries?
 Which model Uber company used to disrupt the taxi industry in UK market?
 What major strategies Uber is using to disrupt the use of taxi industry in market?
Research Aim
“To analyse the impact of technology that can be disrupted to industries such as Taxi
industry. A study on Uber.”
Research Objectives
 To understand the concept of Digital disruption to the different industries.
 To analyse the model which Uber used to disrupt the taxi industry in UK market.
 To determine strategies Uber is using to disrupt the use of taxi industry in market.
Research Scope
This is related to analysing research methods appropriately and analyse the data with the
help of quantitative research methods. This will be helpful for conducting research in more
effective and appropriate ways which is further helpful in analysing market and achieve higher
efficiency in the growth of the company. It is used to manage and work significantly and work
with more effective knowledge of the respective topic and gain more knowledge (Benson and
et.al., 2021). This research will not include the qualitative research methodology due to lack of
resources and time. This is due to the wider range of qualitative data and different sources which
are applicable to the society in taxi and auto-mobile industry.
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Chapter 2: Preliminary Literature Review
What is the concept of Digital disruption to the different industries?
As per the view of (2021), the use of digital disruption is to make change that happens
when the new digital and technologies, services and capabilities are used to work effectively and
achieve growth in the model to change and work in effective manner. There are different new
elements which can be able to change and disrupt the status and forcing businesses to make re-
evaluation the current market scenario regarding goods and services in the market. These are
effective and helpful for managing wide range of applicabilities in an effective and appropriate
ways (Isik and Kaplan, 2021). The use of digital disruption breaks down into the four major
elements that are related to technology advancement, businesses, industry and society analysis.
There are different elements which are considered for the growth and applicable to the society
and provide growth in different technological advancement and status growth. It further helps in
managing and providing growth in different digital disruption for having change either in good
and bad to the industry (What Is Digital Disruption, 2021). Retail, fashion, IT and auto-mobile
industries are affected for the growth in managing better sense of uniqueness and provide wide
range of applicable data in more effective and appropriate ways. These changes majorly affect
the taxi and auto-mobile industries and make more innovation, choices and satisfaction to their
customers in more effective and appropriate ways.
Which model Uber company used to disrupt the taxi industry in UK market?
As per the view of Kumar (2021), Uber hit the great success sources in more effective
and appropriate ways in taxi industries. Uber use effective business models which are effective
and helpful for gained popularity by providing easy to use access, usefulness and art. The
company provide some models and techniques which are used and effective for their simplified
booking process, certain status for being updates in advance use of technologies. Easy payment
options and more effective growth in managing techniques and provide growth in analysing
challenges (Li, Ji and Ji, 2021). Whereas, company provide the fare splitting options and
transparent pricing strategies. These are effective and helpful for managing work to get effective
growth and applied in more sensitive growing pattern. Uber has created the disruptive business
environment and worked with the direct revenue model. After managing and analysing the
technique these factors are used to attain a leading positions in market (How Uber Used a
Simplified Business Model to Disrupt the Taxi Industry?, 2021). It further helps in managing the
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change environment and their marketing strategies are useful for word of mouth. They starting
investing in advertisements and try to recruit different drivers for managing intentions to spread
the services in an effective environmental factors.
What major strategies Uber is using to disrupt the use of taxi industry in market?
As per the view of Luenendonk (2021), Uber use different strategies which are effective
and helpful for managing to dedicated the growth in more effective and applicable source of
data. Some major strategies which the company use is to elimination of effective transaction
costs, encourage the nature in more effective and appropriate ways and make an assets for
analysing high employment rates (Vadlamudi and Ahmadinia, 2021). They further being able to
cutting edge technology, variable and flexible for managing different for managing pricing
models. It would be applicable to the journey and make more convenient and frictionless fearless
factors for the growth. All of these are effective and applicable strategy which are used for
managing sources and provide wide range of applicabilities in using technological disruption and
make effective growth in taxi industries (Strategies Uber Is Using To Disrupt The Taxi Industry,
2021).
Chapter 3: Methodology
Research methodology
There are mainly two methods which are useful for conducting research in an effective
and appropriate manner. It will be effective and helpful for addressing wide range of
applicability for managing qualitative and quantitative methods. Researcher opted quantitative
research method that is effective and appropriate for managing work and provide desired result
in an effective and appropriate manner. It would be effective and helpful for managing work and
achieve efficient growth in market (Nogueira and et.al., 2021). There are different advantages
and disadvantages of the chosen method which are explained below:
Advantage of quantitative methodologies:
 It is helpful in managing and controlling objective for the support and reject the
hypothesis in more effective manner.
 Each step in quantitative methodology is precise and standardized to reduce the biases
and make collecting in managing data.
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 This study involve the numerical values and assessing the group of work and make
effective growth in managing working activities in more effective manner.
Disadvantage of quantitative methodologies:
 They are related to manage different concepts to achieve working and tightly controlled
and measure the phenomena like human or natural behaviour.
 Survey which is one of the instrument used in conducting research is vulnerable to errors
and make flawed with sampling techniques.
 It is very difficult to calculating different formats related to questionnaire, frequency
distribution channel and other methods.
Sampling
It is a method which is effective and helpful in completing survey method which is
effective and applicable to the society in more efficient ways. There are different methods which
are adopted to random, purposive and non-probability methods. Here, the researcher opted
random sampling method with the 40 number of respondents for the primary research. The
participants are the employees of Uber who are working in UK market (Marutha, 2021). The
main reason for choosing them as the respondents are effective and applicable to the society and
achieve more beneficial for society in an effective and appropriate ways.
Data collection methods
There are wide range of data collection method that can be used by the company in more
effective and appropriate ways. It will be effective and applicable to the society and manage the
working environment to achieve desired objectives. Different methods include, questionnaire,
interview, observations and focus group. All of these listed methods are the part of primary
research which are effective and applicable to researcher in an effective and appropriate ways.
Their advantages and disadvantage are:
Questionnaire's advantage:
 Most appropriate method for collecting quantitative research analysis and best for the
deductive approach research.
 Time saving and cost effective method, as the researcher will be able to complete
primary data on time.
 It is helpful in managing data and applicable for large scale data to collect and analyse on
the basis of survey (Jørgensen and Fischer, 2021).
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Questionnaire's disadvantage:
 This method have very limited responses and collect data in more effective and
appropriate ways.
 This method is also lack of personal contact which means the company and its
applicabilities are effective for the use of managing data and provide growth in the
market.
Interview's advantages:
 Interview is the face to face method which involve an accurate screening and methods to
accomplish the sources to achieve screening in an effective and appropriate ways.
 It help the researcher for collecting verbal and non-verbal clues that helps in analysing
and interpretative the concept in more effective ways.
Interview's disadvantage:
 At the same time, this method is most costly method and time consuming method as it is
conducted face to face meetings.
 This data collection method is used for limited data storage or size said 5-8 people. This
method significantly improve the cost where the skills are low and effective.
Data analysis methods
In order to complete research methods, there are different methods which are used to
collect data and analysis that in an more effective manner. Here, researcher is able to use primary
and secondary method analysis. These two method are effective and applicable to the research
while managing basic factors and growth (Padilla and et.al., 2021). Primary research is first
handed and new on the basis of recorded data. Whereas, secondary research is used to provide
the growth and applicable to the society in more effective and appropriate ways on the basis of
other writer's view point.
Primary data Secondary data
Advantages  They are specific to the need of
researcher and they have the
right to control on the data.
 It is accurate and not conduct the
personal bias nature.
 These type of data are easy to
access and available on
different platforms.
 These data is very effective
and affordable and require no
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 The researcher has full control
over the data and they have the
options to choose and analyse
the data.
cost in collecting and
analysing data.
 It helps to provide new
insights and make an
improvement in primary data.
Disadvantages  This is expensive as compared to
secondary data sources.
 It is time consuming and
ineffective in managing all the
raw data.
 It may be not so authenticate
and reliable.
 Researcher have to deals with
irrelevant and different
required data.
Ethical considerations
It is considered as the principles which are required to make guide and design different
practices in more effective and applicable manner. There are different principles and activities
which are used to make voluntary participation of the researcher, take informed consent,
anonymity and different potential for harming data (Matić and Kovačević, 2021). With the help
of data protection act, it is considered that result make an effective communication channel.
Furthermore, researcher is not able to misuse the data or share the personal information to the
third party.
Research Limitations
It is related to choosing research methodology on time and use right way to adopt the
methodology in an effective and appropriate manner. These are related to using findings and find
appropriate ways and complete research findings with the use of relevant resources and time
sources (Bhatia and Gangwani, 2021).
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Timeline
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References
Books & Journals
Benson, A., But, J., Gaspar, J., Carney, C. and Horrey, W.J., 2021, September. Advanced
vehicle technology: Mapping mental model accuracy and system exposure to driver
behavior. In Proceedings of the Human Factors and Ergonomics Society Annual
Meeting (Vol. 65, No. 1, pp. 1072-1076). Sage CA: Los Angeles, CA: SAGE
Publications.
Bhatia, M.S. and Gangwani, K.K., 2021. Green supply chain management: Scientometric review
and analysis of empirical research. Journal of cleaner production, 284, p.124722.
Ding, Y., Zhuang, W., Wang, L., Liu, J., Guvenc, L. and Li, Z., 2021. Safe and optimal lane-
change path planning for automated driving. Proceedings of the Institution of
Mechanical Engineers, Part D: Journal of Automobile Engineering, 235(4), pp.1070-
1083.
Isik, M. and Kaplan, P.O., 2021. Understanding Technology, Fuel, Market and Policy Drivers
for New York State’s Power Sector Transformation. Sustainability, 13(1), p.265.
Jørgensen, M.B. and Fischer, L., 2021. Impossible Research? Ethical Challenges in the (Digital)
Study of Deportable Populations Within the European Border Regime. In Research
Methodologies and Ethical Challenges in Digital Migration Studies: Caring For (Big)
Data? (pp. 151-165). Palgrave Macmillan.
Li, T., Yao, Z., Ji, Z. and Ji, H., 2021, November. Analysis of braking effect of advanced driver
assistance system in the scenario of cut-in. In International Conference on Smart
Transportation and City Engineering 2021 (Vol. 12050, pp. 1411-1419). SPIE.
Marutha, N.S., 2021. Studying medical records management in the public healthcare sector of
South Africa using multi-method. In Research Anthology on Innovative Research
Methodologies and Utilization Across Multiple Disciplines (pp. 114-134). IGI Global.
Matić, A. and Kovačević, M., 2021. Challenges of Different Approaches and Methodologies in
Psycholinguistics: The Example of an RC Attachment Preference Study in Croatian. In
A Life in Cognition (pp. 125-136). Springer, Cham.
Nogueira, P.J., Forjaz, M.J., Rodriguez-Blazquez, C., Diaz-Franco, A., Unim, B., Palmieri, L.,
Carcaillon-Bentata, L., Makovski, T. and Feteira-Santos, R., 2021. Research
methodologies to assess the impact of COVID-19. European Journal of Public Health,
31(Supplement_3), pp.ckab164-175.
Padilla, D., Jeffrey, M.T., Manrique, M.L. and Haselip, J.A., 2021. Application of the ICAT
Transformational Change and Sustainable Development Methodologies to assess
disruptive innovations and behaviours in support of climate action in Argentina.
Vadlamudi, S. and Ahmadinia, A., 2021. An embedded intelligence engine for driver drowsiness
detection. IET Computers & Digital Techniques.
Online
How Uber Used a Simplified Business Model to Disrupt the Taxi Industry?, 2021. [Online].
Available through: <https://www.taximobility.com/blog/how-uber-used-a-simplified-
business-model-to-disrupt-the-taxi-industry/>.
Strategies Uber Is Using To Disrupt The Taxi Industry, 2021. [Online]. Available through:
<https://www.cleverism.com/strategies-uber-is-using-to-disrupt-the-taxi-industry/>.
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What Is Digital Disruption, 2021. [Online]. Available through:
<https://www.simplilearn.com/digital-disruption-article>.
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