Detailed Research Report: Tesco's Social Media Marketing Impact

This research report focuses on Tesco's social media marketing strategies and their impact on consumer choices. The report begins with an introduction to the importance of market research in the retail sector, particularly for a multinational company like Tesco. It outlines the selection of the research topic, emphasizing the role of social media in shaping consumer behavior. The report then details the resources required for the research, including the use of questionnaires for data collection. It covers data analysis techniques, including research evaluation, interpretation of results, and recommendations for future research. The report includes a literature review, project specifications, and procedures for the research, including steps for data collection and analysis. The findings of the research are presented, along with recommendations for Tesco to improve its social media marketing efforts and retain its market share. The report concludes with a summary of the key findings and recommendations.

Research Project

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Research project outline specification..................................................................................4
1.2 Factors contributes in the research report selection .............................................................5
1.3 Literature review ..................................................................................................................6
1.4 Project specification..............................................................................................................6
1.5 Procedures for the agreed research specification..................................................................7
TASK 2............................................................................................................................................8
2.1 Required resources and relationship in between in between the research resources and
research questions.......................................................................................................................8
2.2 Research investigation by questionnaire...............................................................................9
2.3 Data collection from the questionnaire participants............................................................10
TASK 3..........................................................................................................................................12
3.1 Research evaluation techniques to evaluate the collected data ..........................................12
3.2 Interpretation and analysis of the research results..............................................................12
3.3 Recommendation and justification for further researches..................................................13
TASK 4 .........................................................................................................................................13
4.1 Result and recommendation of research.............................................................................13
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15
APPENDICES...............................................................................................................................17

INTRODUCTION
Analysis and evaluation is an essential part for an organisation which is working in
modern era so it is essential for them to make a proper research on the market and own
organisation (Mackey and Gass, 2015). These researches can help to the company to increase
their potential to provide better products and services for the customers and as well as it can help
to the company to improve their work efficiency. By making primary and secondary researches a
company can develop their working and as well as their products and services can be effective
for the customers. The present research report is based on the Tesco which is a multinational
company working in the retail sector, they are are the leading retailer in the super market so it is
essential for them to make proper market research. The below given report is having focus on the
use of social media for the company to make a change in the consumer choices. In the first this
report is having content on the selection of this topic. After that, it has focus on the resources
required to carry out researches and data collection techniques which can help to the Tesco to
make improvement in the company. At last it has content on the evaluation techniques for result
results to analyse the potential changes in the social media marketing of the company. The below
presented research report is containing questionnaire which can help to the company to develop
the their modern marketing approaches with the
TASK 1
1.1 Research project outline specification
It is essential for an organisation to make a proper research for the market and as well as
for the available options for marketing which can help to the company to improve their
marketing activities. As Tesco is working in the retail sector so it is essential for the company to
increase their marketing activities via using modern approaches of marketing. Social media
marketing is having an strength to provide a huge effective medium for the company to make
advertise their products and services. The present research report is having focus on the use
social media platforms for the Tesco which can help to the company to improve their marketing
and choice of consumer by making an appropriate use of these platforms for the marketing
purpose (Taylor, Bogdan and DeVault, 2015). Questionnaire can help full for the company to
know potential changes in the use of social media which can help to the company to develop
their marketing strategies and set out their social media marketing activities. After the

questionnaire it is essential for the company to make a proper analysis of the data by using
appropriate techniques which can help to them to evaluate their current marketing strategies with
the result of the primary researches. So it is essential fro5r the company to analyse the data with
appropriate techniques which can help to them to get the exact results which are given by the
customers (Neuman and Robson, 2012). At the last of the research it is essential for the company
to analyse the changes in the which they can made in the business activities as per the needs of
the customers and as well as need of the market which is full from the marke5t rivalries. So it
can help to the company to make effective changes in the use of social media in the marketing
which can help to them to retain their market share.
1.2 Factors contributes in the research report selection
Social media: Social media is that type that helps each and every individual to transfer from one
place to another. Now a days social media is in a great boom because of certain apps like
facebook, gmail etc. Social media made the work of every person easy and because of high
technology social media had been become a huge impact in the lives of each and every person
living in this world. As in marketing process social media plays a huge role like each and every
consumer buy the products online and they don't have to go to shops to buy the product because
of social media and marketing also became easy for the consumers as well (Kirkova and et. al.,
2011). Factors which states that social media affect consumer choices are as follows:
1. Modern in current scenario: Now a days social media is on great hike and from
younger generation to older generation is using social media and because of social media
every work became easier and less time consuming method.
2. Organization: In every organization through social media every files could be
transferred easily. Every organization use social media to put adds on social media so that
consumers can go through their products and by this the sales of Tesco could increase
easily.
3. Understanding the behaviour of consumer: By social media it will be easy for the
company to know their customer as well as their behaviour that will help the company to
generate profit (Ellingsen, Størksen and Stephens, 2010). Social media is the only one
function that helped the company to know the demand of the consumer and by this the
products could be produced.

4. Relationship Building: Social media creates better relationship between consumers and
company through which it builds a trust in the mind of consumer when the product is
according to their needs .
5. Feedback: When any consumer wants to give their feedback to the company through
social media it will be easy for the consumer , that is why social media is an important
aspect.
1.3 Literature review
As per the view of the Williams,(2011), marketing is having huge significance for a
company which are working in the retail sector so it s essential for the company to make a proper
marketing which can help to them to increase number of people which are affected by the
marketing activities. As the Tesco is a leading organisation in the retail sector in the UK so it is
necessary to manage the standards in their marketing which can help to the company to retain
their market share. They are having huge market rivalries in the UK market so it is essential for
the company top make random changes in the marketing activities which can help to them to be
on the top of the retailer companies in the UK. It can help to the company to make appropriate
changes in the company's marketing activities and mainly in the social media marketing which
can help to the company to make more customers for their products which can increase their
market share.
According to Snyder, 2012, social media platform like; Facebook, Twitter can be used by
the Tesco to promote their products and services in a particular market in which they are
targetting to increase their sales. So it is essential for the company to use appropriate reference
like; books, journals and internet sources to make a research on the use of social media to make
changes to make an impact on a particular target market in which they can increase their sale by
promoting their products. Referral sources have to be authenticate other wise it can make an
negative impact on the research, some of the factors are here which can make negative and
positive impact on the research on research topic:
Books and journals: It is having huge significance to make a research on a particular topic so it
is essential or the researcher company to use a the books and journals which are written by the
writers which are having a good image and having positive think to on social media other wise it
can diverse the view of research.

1.4 Project specification
Project specification is related to the guideline of the research project, so as the Tesco
wants to improve their marketing from social media platfo0rms so it is essential fort he company
to make a proper research on the use of social media. So this project report is having objectives
of the company the which can help to the company to make a proper researches on the use of
social media platform for them (McNeill and et. al., 2012Bell, J., 2014). Qualitative and
quantitative data can be used by the company to analyse the changes according to their social
media marketing. So it is essential for the company to set out the objectives of the research
which are given under here;
Objectives of research:
 To develop marketing strategies for the company to retain their market share.
 To increase the sale of the products in a particular market.
 To increase the number of people which are affected by the marketing activities of the
Tesco.
 Analyse the working of the social media on the consumer behaviours and it's impact of
the customers.
So these are some objectives on which company wants to make a proper research so qualitative
method can be effective for the company to analyse the target consumers and it's impact on them.
The questionnaire can help to the company to make a proper analysis of the customers by which
they can get a knowledge about the customers requirement form the promotions. As well as it
can help to the company to analyse their marketing strategy's effectiveness against the customers
on which they are targetting. An questionnaire has a set of questions which are related to the
topic which can help to the company to get a data on a particular topic (Frith and et. al., 2010).
The questionnaire is having different categories which can help to the company to take data from
the persons which are involved in the research.
1.5 Procedures for the agreed research specification
It is essential for the company to make a proper analysis of the target audience on the use
of social media by the company. So it is necessary for the company to make a these research
process in an appropriate stages which can help to the company to make step by step process. So
they have to make a process which can help the company to make step one by one. It is an
essential element for the company to make a profitable actions in the research projects. In the

first Tesco has to analyse on the methods which can be help full for the company which can be
useful for the company to establish an effective medium to communicate with the targeted
people. Qualitative and quantitative data research method can be help0ful for the company to
collect data from their targeted market.
So it is essential for the company to make a proper chart of the activities which they use
in the research plan, it can help to the company to make a proper research step by step which
reduce the threats to forgot any special activity to do in the research plan (O'Leary, 2013). So a
format is here for the Tesco which can help to them to make effective planning on the
researches;
Steps which are taken by the Tesco Duration
1. Collect data from the targeted market by using
appropriate methods
1 Week
2. Analysis of the data which is collected by using
suitable methods from the company
2 Week
3. Recommendation and justification 3 Week
These steps can be take by the company to make an effective researches, according to the this
plan company has to make proper research on the customers via using suitable plan and methods
duration of one week is enough for the company to analyse the customers and make a proper
research on them to collect data. After it in the next week they have to make a proper analysis of
the data which is collected by them (Lok, 2010). It can help to the company to increase and
develop marketing. At the last managers an leaders of the Tesco has to provide some
recommendation for the company which they can adopt in the marketing which can help to the
company to improves their marketing strategies along with the customers.

TASK 2
2.1 Required resources and relationship in between in between the research resources and
research questions
(A) Resources that are required to carry that social media affect consumer choices are as
follows:
1. Newspapers: Now a days through newspapers it can be known that how social media
affect consumer choices by the demand of newspapers. Newspapers play an important
role in knowing how important social media is in society.
2. Journals: Through journals it will be easy to know the importance of social media
because journals are read by the customer in social media which creates a huge impact
and profitability for the consumer because of advanced technology.
3. Questionnaires: Through questionnaires it will be easy for the to know the percentage
that how many people prefer social media it is the main aspect for doing any research.
4. Magazines: As magazines now a days are very rarely used and this shows the importance
of social media in the life of each and every person. As Tesco is formed in creating the
social media more efficient and effective in nature.
(B) Relationship between 'research resources and 'research questions or hypothesis'
Research Resources: Research resources are the primary and secondary form of
research in which the research is conducted by the person of Tesco through different aspects
these are as follows:
1.Primary Research: In primary research the research is done by the research department of
Tesco company in which they will create a sample size and according to that the questionnaire is
formed to know the percentage of that does social media affect the consumer choices (Silverman,
2011).
2.Secondary Research: In this type of research the data is collected by some other person.
The analysis is done according to the research made , the result of research is not loyal which
creates a big problem in research aspect for Tesco if they use this type of research.
Research Questions: Research questions are the initial stage in which the Tesco company as it
will form for certain issue and to research by forming some questions that are relevant to the
issue that had being happened in the world regarding social media.

2.2 Research investigation by questionnaire
By social media the Tesco company can converse with their customers and can get their
views regarding the product is it effective or not that will help the company to know what are the
thinking of customers regarding their product. It helps in maintaining the brand identity of Tesco
company in the society so that the demand of the product increases and the company could
provide better quality of products to their customers. Brand image plays an important role for
every company so Tesco should create a mutual understanding in market to create a better brand
image in the minds of the consumer so that the demand of product increases. In every company
like Tesco the planning should be done effectively and effeciently so that the product could be
made of better quality and the demand of that product increases rapidly every month , by the use
of social media the percentage can be known and by this the product is made .
Brand awareness plays an important role in today's scenario as the youth wants brand in
the product. And now the youths are connected to social media and for that Tesco company
should produce a branded and better product for their target audience to create profitability for
the company (Frith and et.al., 2010). Prices are the main aspect for each and every product as
Tesco have to keep the valuable prices of the product according to the range of product which is
effective and efficient for every age groups. Quality plays an important role in every product that
will help the consumer to know the product size and shape because of social media that will help
Tesco the preference of the consumer regarding their product. Validity plays an important role
for each and every product in which through social media the consumer can know the validity of
the product. This will help Tesco that they should have validity in their products.
Questionnaire is an important aspect to know the demand of product by the consumer and
also also helps in knowing what is effective and efficient for the company as well. By the help of
questionnaire it will be easy to get the views of consumers regarding the products of Tesco and
what are the things in which the company have to work. Through questionnaire it will help Tesco
company to know the percentage of population using their products and it will help in creating
the information about likings and dislikes regarding the product (glois and Lapointe, 2010).
Through social media better relationship could be build between consumer and Tesco company
that will help the company to know that what are the needs and wants of consumers.

2.3 Data collection from the questionnaire participants
It is essential for the Tesco to store their collected data in the particular and appropriate
format which can help to the company to analyse it. The company can provide a format to the
employees and managers which are committed in to the data collection process, it can help to the
company to make a proper classification of the data in the tabular form which can help to the
managers to make a proper result and as well as it can help to the company to accomplish the
analysis and evaluation process in the time (Barbanti and et.al., 2014). It can help to the company
to make a proper strategy in it, so tabular format can be helpful for the company to store data
which is collected by the questionnaire, people committed in the data collection process can
divide their collected data in to the raw and columns which can help to them to find out data
without losing time (Hanauer and et.al., 2012). These formats can be saved by the company for
their future uses, so Tesco can scan these formats in the and save it in to the hard drives for the
future use. A tabular format is here in which company can fill data to make a classification;
Questions Data collected in %
01. Do you use social media?
a. Yes
b. No
(90%)
(10%)
02. Social media is effective in which ways?
a. Helps to gain knowledge
b. Entertainment
c. Clearing doubts of person
(25%)
(60%)
(15%)
03. Are you following social media account on
Facebook and Twitter of the Tesco?
a. Yes
b. No
(65%)
(35%)
04. From how much time you are following the
Tesco on Facebook and Twitter?
a. Less than one month
b. From 2 to 6 months
(45%)
(25%)

c. 6 and above (15%)
05. What rank do you give to Tesco for social
media uses?
a. below 3
b. 4 to 6
c. 6-10
(40%)
(30%)
(30%)
06. What type of recommendation you wants
in the social media marketing of the Tesco?
a. Promoting prices
b. Future strategies
c. interaction with the customers
(50%)
(30%)
(20%)
07. Are involved in the social media marketing
of the Tesco and is it impacting on you to
purchase products?
a. Yes
b, No
(40%)
(60%)
TASK 3
3.1 Research evaluation techniques to evaluate the collected data
Evaluation are required to make the research more effective and efficient that will create
a positive results and accuracy in the research made by the company regarding social media.
Evaluation helps the company to form new strategies in future as well (Doyle and Timonen,
2010). Appropriate research techniques are as follows:
 Formative: It is that type of technique which are used before the research that states that
there should be improvement in the research that will help the Tesco company to form
new strategies to make the research successful.
 Summative: In this technique the summary is created which helps the researcher as the
research is done after completion of data analysis and results are provided accordingly to
the company regarding the social media.

It is essential for the company to use summative technique that will help the company to
to be effective as information collected by company will be effective and authentic in nature.
As the summative technique is done after the research and by creating some tests in the research
it will be positive and success in the research done by the company. Summative technique also
helps in expanding the business activities of the company and by this technique the research
done by company will be accurate.
3.2 Interpretation and analysis of the research results
It is essential for the company top make a proper analysis of the data which they have
collected from the questionnaire. So it is essential for the Tesco to use an effective technique to
evaluate their data which they have collected from the questionnaire. Summative data analysis
techniques can be useful for the company to make a proper analysis of the results cause it
emphasis on the data after completion of data research process. As the company is having
different data which is based on the target market to make development in the social media
marketing.
According to the first question most of the people are using Facebook and Twitter which
is a perfect medium for the communication in between the company and their targeted
customer's. 60% of people assumes that Facebook and Twitter is just for entertainment so
according to them it is not effective medium for the serious kind of issues. More than 65% of
social media users are following the page and account of the company which shows that people
are interested to know about the company's products and services (LanStevens, Hussein and
Manthorpe, 2012). Most of the people 50% are wants that company has to promote their prices
of products via social media which can help to them to know about prices and as well as it can
help to the company to improve their sales. It can help to the company to make a proper use of
social media by affecting on their mindset for buying a product.
3.3 Recommendation and justification for further researches
As the Tesco is a huge structured company and they are dealing in the international
market so it is essential for them to make a proper researches, as this time they has use
qualitative method to collect data from their targeted market which is effective for the subject of
social media but for the next time when company has to make a research on the topic which are
related to the sales, so they have to use quantitative method, it can help to them to collect an