Tesco's Online Marketing

INTERNET MARKETING i
Catching Consumers with the Internet in Retailing: A Study of
Tesco’s Online Marketing Strategy
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INTERNET MARKETING ii
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this research would not have been possible.

INTERNET MARKETING iii
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INTERNET MARKETING iv
Table of Contents
Chapter 3: Methodology.....................................................................................................1
Research Method.................................................................................................................1
Research Design.................................................................................................................4
Research Instrument......................................................................................................34
Pilot Questionnaire......................................................................................................44
Participants.......................................................................................................................45
Research Process.............................................................................................................45
Timescale for the completion of Dissertation..........................................48
Research Questions........................................................................................................49
Justifying the Research Question.......................................................................50
Reliability.........................................................................................................................52
Limitations, Assumptions and Suggestion for Future Research......52
Literature Search...........................................................................................................54
Inclusion & exclusion criteria...........................................................................56
Ethical concern...............................................................................................................57
References...............................................................................................................................59
Internet Marketing 1
Chapter 3: Methodology
Research Method
The data is presented in two main forms, depending on their
proximity to the recorded event. The data that has been
observed, experienced or recorded about the event is the
closest you can get at the truth, and are called primary
data.
The written sources to interpret or principal register are
called secondary sources, which tend to be less reliable.
For example, the readings of a fire at home in the newspaper
the day after that will probably give less precise
information than you earn the event itself. You will be more
informed about the facts and they will not be distorted by
the interpretation of another person.
Primary Data
We are being bombarded with raw data throughout the
day. Sounds, images, tastes, tactile things are constantly
stimulate our senses. We also have tools to measure what we
cannot judge so accurately through our senses, such as
clocks, barometers, commercial accounts, etc.
There are four basic types of primary data, which are
distinguished by how they are collected:

1. Measurement - collections of numbers that indicate
the amounts, for example, voting polls, test results,
mileage car, oven temperature, etc.
2. Note - records of events, situations or experienced
things with their senses and perhaps with the help of an
instrument, e.g. camera, tape recorder, microscope, etc.
3. Interrogation - the data obtained by questioning and
probing, for example, information on convicted persons,
likes and dislikes, etc.
4. Participation - the data obtained by the experiences
of doing things such as the experience of learning to ride a
bike tells you different things about balance, dealing with
traffic, etc. rather than simply observe.
The primary data are the first and most immediate
record of the situation. Without this type of data recorded,
it would be difficult to make sense of anything but the
simple phenomenon and be able to communicate the facts to
others.
Primary data can provide information on virtually every
aspect of our life and environment. However, primary data
collection is time consuming and not always possible.
Although more data generally means greater reliability, that
is costly to organize large surveys and other studies.
Moreover, it is always possible to go directly to the

subject of investigation. For example, many historical
events have left no direct evidence.
Secondary Data
Secondary data is data that has been performed and
recorded. As we are bombarded with primary data, cascade arc
secondary data in the form of newsletters, magazines,
newspapers, documentaries, advertising, Internet, etc. The
data are wrapped, packed and core articles rotate or sound
bites digestible. The quality of the data depends on the
source and methods of presentation. Journals containing the
documents examined by experts, serious journals, such as
some professional and trade journals have authoritative
articles by leading figures. Magazines may contain useful
and reliable or be totally irrelevant. The same goes for the
books - millions of them! Volumes ranging from scholarly and
deeply researched the controversial ranting and commercial
pap. Radio and television programs vary in the same way as
does the information on the Internet.
An important aspect of using secondary data is to
evaluate the quality of the information or opinions
provided. This is done by reviewing the quality of the
evidence presented in the arguments and the validity of
these arguments, as well as the reputation and

qualifications of the writer or speaker. It is also good
practice to compare data from different sources. This will
help identify bias, error and sheer imagination. Also show
the different interpretations that have been made of the
event or phenomenon.
Research Design
This research focused on secondary data collection.
Data extraction was performed from a variety of sources such
as articles, magazines, Internet publications and books.
Secondary research is to gather information through
different media such as radio and television, literature,
publications and other sources that are classified as non-
humans. This particular kind of research is not involved and
the type of people.
There is more subjectivity to the pattern of
qualitative research in comparison with quantitative
research methods. Qualitative methods have more space for
the collection of information and data in terms of primary
and secondary aspects. As mentioned above, this particular
study is based on secondary methods, so the research will be
exploratory and open.
The process of qualitative research generally has not
been a priority focus among researchers who grow this area

of knowledge. This can be interpreted as an expression of
methodological diversity that occurs in qualitative research
setting or the current approach in which each maintains its
own ways of doing business in the investigation. Horn can
also refer an attempt to reflect the characteristics of some
qualitative research methods in education: the lack of a
research process where you can identify a number of phases
or sequence of decisions that follow a preset. Therefore,
proposals such as ethno methodology cannot speak of "strict
sense" of a process of research, but rather the development
of a series of more or less consecutive actions allow the
researcher to approach the understanding of the study.
Processes as qualitative research designs, often arise from
the reflection of the investigator after his first
approximations to reality under study. If we understand the
design in the broadest sense of "planning the activities to
be carried out to solve problems or answer questions", then
the design becomes a bridge between the research question
and the solution or answer is given. The design serves to
put the researcher in the empirical world and know the tasks
you need to do to achieve the objective. Research process
and research design are concepts that have well-defined
meaning in the response of empirical-analytical research.

However, we can say that the qualitative approach is a
general process of research and designs are inadequate.
Qualitative research is generally less expensive when
compared with quantitative research is more effective in
terms of acquiring information. Qualitative methods are the
method of choice, particularly when information can be
collected with quantitative measures.
The method used here is qualitative research.
Qualitative research is more subjective than quantitative
research methods and is based on very unlikely that the
accumulation of information. Information may be both primary
and secondary schools. Qualitative research is exploratory
and open.
One of the main advantages of using qualitative
research approach is that it highlights the point of view of
the researcher in the research process and its results. On
the other hand, qualitative studies include interpersonal
contexts, social and cultural aspects of project management
more complete than quantitative research approach. Because
the researcher's point of view takes a central role in the
research process, the researcher provides a much more rich
and more powerful compared to what the quantitative research
approach provides.
Taking into account the strengths and weaknesses of the
qualitative approach, the current research used the
principles of the qualitative research and quantitative
research. Central to the discussion of the fundamentals of
the strategy of qualitative method is the fact that
knowledge is accumulated from a variety of sources in a
variety of ways, therefore, methodological diversity is
necessary. Basically, the approach proposed qualitative
method has its place and should be valued. No single
approach to research can be the best. So the important thing
to consider is to take an approach that is most appropriate
for investigation. And the quantitative approach to this
research fits the best.
Types and sources of secondary data
There are numerous types of secondary data, the main
ones are the documentary sources in the form of written and
unwritten, and survey data in the form of statistical
information.
• Printed materials - records of the organization, such
as internal reports, annual reports, production records,
personnel data, committee reports and minutes of meetings,
communications such as emails, letters, notes, publications,

such as books, magazines, newspapers, advertising texts,
government publications of all kinds, etc.
• Lack of written materials - television programs,
recordings, videotapes, films of all kinds, including
documentaries, live reports, interviews, artwork, etc,
historical artifacts, etc.
• The survey data - government census of population,
employment, household surveys, economic data, surveys of the
organization of markets, sales, economic forecasts, the
attitudes of employees. These can be carried out
periodically, with frequent or continuous regular or ad hoc
or one-time occasions. It may also be limited to the sector,
time, time zone.
Sometimes it depends on how you want to use if data
should be considered as primary or secondary data. For
example, if you are analyzing a work of art in the form of a
table could be used as primary data looking at the subject,
materials and techniques used in painting, proportions, etc.
especially that particular painting or artist. Alternatively
you can use as secondary data when examining the aesthetic,
as evidence of the evolution of art history, or as a comment
on society of the time. The same could be said of the pieces
of music, movies or TV shows.

It is impossible to give a complete description of all
sources of secondary data, such as the detailed nature of
the subjects of the investigation determines the appropriate
source and, of course, the possible range of topics is
enormous. However, here are some of the major data types and
sources where you can find.
Suitability of Data For Your Project
It is worth making several checks before you commit
yourself to using secondary data to make sure that the
characteristics of the data can fulfil your research
objectives and answer your questions:
 Do measures match those you need, e.g. economic,
demographic, social statistics?

 Coverage — is there sufficient data of required type,
and can unwanted data be excluded?

 Population — is it the same as required for your chosen
research?
 What variables are covered — the precise nature of
these might not be so important for descriptive work
but could he essential for statistical tests or
explanatory research?
 Will benefits be greater than your costs?
 Will you be allowed access?
Authentication and Credibility
When using data from a source that have not been in
control of your collection, you must ensure that complete
data are reliable and sufficient and appropriate to their
needs. With respect to reliability, rapid assessment can be
made by examining the source of the data - what is the
reputation of the organization supplying the data?
Government statistics and data provided by large and well
known organizations are likely to be authorized, since their
existence is based on maintaining credibility. Documentation
held by smaller organizations or commercial panics of their
currencies will be more difficult to prove reliability. In
these cases, it is important to control the person or
institution responsible for the data, and to explore whether
there are print publications on research that could give
them more credibility.
Although it may be impossible in the case of commercial
providers of statistical data, in other cases, you should
try to make an assessment of the data collection methods and
analysis used to produce the data. Internet-based data sets
can provide this information through hyperlinks, and reports
will normally have a section dedicated to the research
methods used. Issues to be assessed are the sampling method

used, the response rate of surveys, the context in which the
data were collected and recorded and analytical methods used
to process the data.
The wealth of purely statistical data contained in the
files, especially those of more recent date, provide a
powerful resource for research in many aspects. You will
often find, however, that the recorded data are not exactly
the way you want (for example, when making international
comparisons of housing provision, the data can be collected
in different ways in different countries under review) . In
order to extract the exact data you require you will need to
extrapolate from existing data.
Authentication of historical data can be a complex
process and is generally carried out by experts. A wide
range of techniques are used, for example, textual analysis,
carbon dating, the analysis of the role, location checks,
cross references and many others.
Credibility of the data refers to freedom from error or
bias. Many documents are written to convey a particular
message and can be selective to the truth. This may be the
case of data obtained from particular interest groups, or
reports prepared by those who want to create a certain
impression or achieve a particular objective:

The documents should not be taken seriously. In other
words, should be considered as context-specific information
and as data must be contextualized with other forms of
research. Number of important contextual data may be absent
from these documents the events reported speech, pauses,
hesitations and gestures are not recorded. This will allow
the judgments of the generalizability of conclusions drawn
from them to do.
When using data sets that have been collected over a
period of time, perhaps for years, confirm that the methods
of data collection and analysis are held constant. Any
change in these data are altered, comparisons over time more
difficult and unreliable. While government officials and is
likely to record this type of change, sources of the company
and officers are less likely to do
Qualitative Data and Levels of Measurement
The data are divided into two categories, referring not
to its origin, but with its features, basically, if you can
reduce to numbers or presented only in words. This affects
the way they are collected, recorded and analyzed.

The numbers are used to record information about both
science and society, such as pressures, bending, population
density, cost rates, etc. This type of data is called
quantitative data. The numbers can be analyzed using
statistical techniques. However, a lot of useful information
that cannot be reduced to numbers. The judgments of the
feelings of comfort, emotions, ideas, beliefs, etc. can only
be described with words. These qualities record instead of
quantities, therefore they are called qualitative data.
Words cannot be manipulated mathematically, analytical
techniques which require very different.
Quantitative Data
Quantitative data can be measured more or less
accurate, since it contains some kind of magnitude, usually
expressed in numbers. You can use mathematical procedures to
analyze numerical data. These can be very simple, such as
counts or percentages, or more sophisticated, such as
statistical tests and mathematical models.
Although some forms of data are clearly expressed in
numbers, for example, has the population, economic data,
scientific measurements, etc. Others that seem far removed
from the quantitative measurements can also be converted to
numbers. For example, people's opinions on the performance

of political parties seem difficult to quantify. But if a
choice set of answers is given in a questionnaire, then you
can count the number of different answers. The data can be
treated as quantitative.
Census figures (population, income, living density,
etc.), economic data (stock prices, gross national product,
tax regimes, etc), performance data (for example, sports
statistics, medical measures, engineering calculations,
etc.) and all measurements in scientific work, are typical
examples of quantitative data. Table 6.1 provides a simple
example of a set of quantitative data, in this case,
referring to the seven grades in three test cases.
Qualitative Data
Qualitative data cannot be measured accurately and
counting, and is usually expressed in words rather than
numbers. Basically the activities and attributes, such as
ideas, customs, traditions, beliefs, which are investigated
in the study of human beings and their societies and
cultures cannot be restrained and measured accurately. This
type of data is therefore descriptive. This does not mean
they are less valuable than quantitative data, in fact its
richness and subtlety lead to great insights into human
society.
Qualitative research depends on the careful definition
of the meaning of words, the development of concepts and
variables, and the web of interrelationships between them.
Concepts such as wealth, happiness, friendship, loyalty,
etc. are real and measurable, but are difficult to record
and measure.
Observation notes, interview transcripts, literary
texts, minutes of meetings, historical records, notes and
memorabilia, documentary films, are typical examples of
qualitative data. Some are recorded close to the facts or
phenomena, while others may be edited remote and
interpretations, so the reliability assessment should be
done. Qualitative data also are based on human
interpretation and evaluation and cannot be dispassionately
measured in a standard way. The control of the reliability
and integrity of qualitative data can be made by consulting
a variety of data sources related to the same event - this
is called triangulation.
Research, especially when human beings, often combined
consideration of both qualitative and quantitative data. In
fact, there are many types of data that can be seen from
both perspectives. For example, a questionnaire to explore
people's attitudes to work can provide a rich source of
qualitative information about their aspirations and beliefs,

but also can provide useful quantitative skills and
commitment.
Research Technique
Focus Group:
The Focus Group is one of the techniques to collect
information on qualitative research methods. A focus group
discussion can be defined as a carefully designed to obtain
perceptions on a particular area of interest.
Focus groups are rooted in a tradition developed since
1930 trying to understand the worlds through the people who
live. Some of the areas that have benefited from the use of
focus groups are Strategic Planning, Needs Identification
and Program Evaluation. For professionals who want to
improve programs and services, focus groups can provide
information on perceptions, feelings, and attitudes of users
about their programs. The ability to focus on the client can
make the difference between the ability of a business to
stay or disappear from the market. The authors Peters and
Waterman attributed part of excellence in American
industries to its ability to stay focused on customers.
The focus group interview works because it affects the
human tendencies. Attitudes and perceptions related to
products, services, or programs that people are developed in

part on their interaction with others. Evidence from focus
groups suggests that views of one individual can change the
course of discussion with others because people influence
the each other through their comments. Analysts’ focus
groups can find out more information on how this change
occurred and the nature of the influencing factors. In this
way the scientist has ability to influence change by choice.
The intent of the focus groups is to promote self-disclosure
among participants. For some individuals, auto-exposure are
easy, natural and comfortable for others, find it difficult
and uncomfortable, because the auto exposure requires trust,
effort, and courage.
Focus groups are characterized by being made by people
who have certain characteristics in common providing data or
qualitative information through participation in a
discussion focused. These should be small enough to allow
each participant the opportunity to share his insight of
things, and yet large enough to provide diversity
perceptions.
Qualitative procedures such as focus groups or
individual interviews enable the researcher to align with
the participant and discover how the person sees reality.
Like other procedures social sciences, the validity of the
focus groups depends on the procedures used and the context

where are used. Among the advantages of focus groups
include:
 Focus groups are socially oriented and place
participants in real and natural conditions versus
rigidly structured experimental situations

 The format of the discussions in focus groups offers
the flexibility Facilitator or Moderator needed to
explore issues that were not anticipated

 Focus groups have validity, the technique is easy to
understand and the results are credible users of
information
 The cost of focus group discussions is relatively low.
 Focus groups are nimble in producing results
 Focus groups allow the researcher to increase the study
sample without increasing research time dramatically
In Puerto Rico, as in other markets, the use of focus
groups has been limited mainly to sector the sale and
advertising. In some exceptions, focus groups have been used
to design social interventions. For example, in 1991 the
information on the causes of school dropout obtained using
focus groups was used to design a prevention program called
Retention School Work and Occupations (CHALLENGES). Program
effectiveness was due in large part to the precision with
which identified risk factors.
Three type of focus group methods are:
1. Structured
2. Semi-Structured
3. Un-structured
This research will be done through Semi-structured
interview and Case Study.
Semi-structured Interview
The research technique that will be used is Focused
(Semi-structured) Interview. Through this technique
qualitative data will be collected by setting up an
interview that allows respondent the time to talk about
their opinions on a particular subject. The focus of the
interview is decided by the researcher and there may be
areas the researcher is interested in exploring. The main
objective of this technique is to understand the
respondent’s point of view instead of making generalisations
about behaviour. It uses open-ended questions. These
questions might be suggested by the researcher (like “tell
me about …”) and some might arise during the interview (like
“you said a moment ago…can you tell me more?”). The
questions asked may be prepared before the interview or
occur during the interview. This helps to obtain feedback
and offers the researcher the opportunity to explore an
issue. The purpose of the interview is that qualitative
interviews are relevant when doing exploratory work such as
investigating an interviewee’s experience or opinion,

allowing the interviewer to probe. The data that will be
collected will be in the form of notes taken or recorded
(with interviewee’s permission) during the interview either
directly from the questions asked or observations made
during the interview.
The semi-structured interviews can easily be used in
conjunction with another method. For example, you can follow
transect along with producers with whom you make a semi-
structured interview. The semi-structured interview can be
a more relaxed way of obtaining information through
questionnaires. More topics not covered may arise and be
very interesting. However, this information may not be
sufficiently precise enough to allow statistical analysis.
Moreover it takes time; it is also more difficult to
synthesize information from open-ended questions to get
accurate results. It can also be difficult to keep on track
during the interview, which makes it difficult to compare
between different interviews. A good note taking is
particularly important to make interpretation possible.
Invest time and money in training people to conduct
semi-structured interviews. The training should focus on
preparing the team, the context of the interview, being able
to listen, ask whether the issues, an appreciation of the
answers, take notes and make a self-critical examination.

The teams in charge of group interviews should be
attentive to certain details, e.g. you must use simple
language and avoid jargon or technical terms to be sure that
all group members understand the issues. We need to learn
in advance about what might be politically or culturally
sensitive because such subjects can evoke strong emotions
and lead to conflicts within the group.
Pros and Cons of Semi-Structured Interview
Every research technique has its pros and cons and is
used according to the situation to get the maximum benefit
from it. Therefore, the focus (semi-structured) interview
has its pros and cons which are as follows:
Pros
 It helps build a positive rapport between the
interviewer and interviewee.

 A very simple, efficient and practical way of getting
data about things that can not be observed easily.

 The validity of data is high as it is collected
directly from the source; in addition, people are able
to talk about a topic or issue in detail and depth.

 It can help clarify and discuss complex questions and
issues
 Researcher can make pre-set questions so only the
important things are discussed during the interview.
This saves time.
Cons
 This technique depends on the ability and skills of the
interviewer, i.e. for example, the ability to think of
questions during the interview. The better the
questions the better the data will be collected.

 Interviewer might give out unconscious cues or signals
that guide the respondent to give answers expected by
the interviewer
 This method is time consuming and expensive as you have
to go through each and every participant by yourself

 The data collected may not be reliable as it is
difficult to exactly repeat the same type of interview

 Depth of the qualitative data may be difficult to
analyse as you might not know what is relevant and what
is not
 The researcher has no real way of knowing whether the
respondent is lying or saying the truth. Furthermore,
the respondent may not lie but is unable to recall some
particular thing.
CASE STUDY
Make one or more case studies is to use one or several
real world examples to obtain knowledge depth of the topic

and if possible to draw lessons for the entire assessment.
The case study aims, in complex situations, to meet
questions "how" and "Why" from concrete examples, carefully
chosen according to the objectives of the evaluation. This
tool provides an empirical and often more credible, in
situations where basic information is lacking.
It may include review of documents, statistics or
implementation, but it mainly includes direct observation to
study the phenomenon and interviews with people directly
involved as actors or institutional beneficiaries. The case
study is an intensive review of an individual entity of a
class or species. This technique allows collecting and
interpreting detailed information as possible about an
individual, a single institution, company, or a particular
social movement.
The case studies can make use of tests that used a
series of questions designed to know the entity under study.
Moreover, when using case studies and technical research,
the goal is not only to know the entity being studied, but
also know the category represents. The case studies fall
into two types: the first attempts to derive general
conclusions from a limited number of cases, the second type
tries to reach specific conclusions from a single case

because of the importance or particular interest in its
history. Yin (1984), distinguishes three uses of case study:
1. The exploratory, the results can be used as a basis for
formulating research questions or accuracy hypothesis
can be tested,
2. The descriptive, trying to describe what happens when a
new product is developed or released, and

3. The explanatory, which facilitates the interpretation
of strategies and processes use a particular company.
The latter type is extremely useful for generating
theories and to initiate changes in an organization. The
detailed observations of the case study allow studying
multiple and varied aspects to the same object review. In
addition, the case study allows us to examine each of these
aspects in relation to others, the Once you see them in your
total environment. This technical capability is one of the
advantages of studying case, the opportunity offered to
develop a holistic view of the object of study. Another
advantage, and perhaps most importantly, the case studies is
the ability it offers to apply its results. Managers'
familiarity with the language, data and analysis used in the
case studies facilitate the design of any intervention.
Moreover, the conceptual and descriptive data allows
investigator to determine the applicability of the findings
to their particular circumstances. Among the main criticisms

expressed in relation to the case studies as a technique of
qualitative research, include:
1) That case studies have no statistical validity,
2) Case studies can be used to generate theories, but not to
test, and
3) Case studies do not allow generalisations.
Although these criticisms seem logical, it seems only
when viewed through the prism of positivist. As we noted,
the scientific validity does not rest on the establishment
of a correlation but in understanding essential structure,
processes and forces that move the body of study. The
ability of researcher to acquire fundamental knowledge about
the organization and its stakeholders, not rest on ability
to establish cause and effect, but in its ability to develop
a common language concepts appropriate to the case under
study. Finally, the generalization from a statistical sample
is only one type of generalization. In research qualitative
generalization should be approached differently, the
possibility of generalizing from a single case cannot reside
in large, but in the comprehensive measures (Gummesson,
1991). In that sense, science must be seen as a process of
continuous discovery that never manages to reach the
ultimate truth.
Data Analysis
A case study is one of several ways of doing social
science research. Other ways include experiments, previews ,
multiple stories , and archival information analysis.
Rather than using large samples and following a rigid
protocol to examine a limited number of variables, case
study methods involve an examination of a single instance or
event detailed and longitudinal: a case. They provide a
systematic way of looking at events, collecting data,
analyzing information and reporting the results.
Consequently, the researcher can gain an understanding of
why such sharp happened as it did, and it could become
important to look at what more extensively in future
research. The case studies lend themselves to produce and
examine assumptions.
Another suggestion is that case study should be defined
as a research strategy, an empirical inquiry that examines a
phenomenon in its real context. The means of case study
research and choose the multiple case studies can include
quantitative evidence, relying on multiple sources of
evidence and benefits from prior development of theoretical
propositions. Case studies should not be confused with
qualitative research and may be based on any mix of
quantitative and qualitative evidence. Single-subject

research provides a framework for making statistical
inferences from quantitative case-study data. This is also
supported and in well-formulated:"The case study is an
approach to research, situated between concrete data taking
techniques and methodological paradigms."
Advantages:
Many students who do not feel confident about which
research method to choose or do not have data analyzing
ability will choose the case study method for their
research. This sidesteps them from some of the rigor and
complex research methods. There are many advantages of using
a case study as a research approach.
 A case study can bring about the same goals as other
methods. For instance, a case study can be constructive
(to solve some problem), confirmatory (to test a
hypothesis with empirical evidence) or exploratory (to
create new knowledge). The case study can also use
either a primary data (researcher makes case of an
organization on his own) or secondary data (researcher
uses a case study made by someone else).

 A case study can either be qualitative or quantitative,
though mostly it is qualitative

 When the sample size is small then case study is a
great method to be used

 If it is a secondary data , then it saves time because
collecting primary data will consume time

 Limited number of variables
 You can learn about different kind of strategies used
in the case study
Disadvantages:
Despite of so many advantages, case study method has
also received criticism. There are 4 types of arguments
against the case study method.
 One of the biggest disadvantages of case study method
is that though it has high internal validity, but fails
in external validity.
 Since a case study has a particular direction,
therefore it leads your study to the same direction. So
sometimes it influences your results or finding.

 Since the number of subjects is small in a case study,
therefore it does not provide basis for generalization.
Some case studies are conducted with only one subject,
therefore a common question arises that how can we
generalise from a single case? So it becomes hard to
reach a generalising conclusion. However, parameter
establishment and objective setting of the research are
far more important in case study method than a big
sample size.
 Hard to collect, manage and organize data.
If you are thinking of using a case study design for
your dissertation or thesis, consider carefully whether it
truly captures what you are trying to capture with your
research. Do not blindly choose the case study method
because it fits your criteria as a method with which you are
most comfortable using.
Type of Case Study Used:
A multiple case study approach has been taken for this
research. The choice of multiple case studies is appropriate
only if it follows a replication and not sampling logic. Two
or more case studies are included in the research because
the researcher predicts that similar results (replication)
will be obtained from them. So when you find such
replications in the case studies, then it gives more
confidence in the overall results. Examining a number of
companies enhances the validity, reliability and accuracy of
the results by capturing the holistic essence of the subject
that is being studied.
Research Instrument
To collect information on individuals can ask questions
or observe them. The first possibility is a technique by
which communicate with a group of people we call show, in

order to access certain information on certain
characteristics and behaviours of the population they
represent. The collection of such information during the
communication is done through a questionnaire, this document
is necessary in the communication process and provides
guidance to the information we receive from the individuals
interviewed is fully structured and homogeneous. Writing a
questionnaire is not a simple task, it requires reflection,
analysis of the problems that can occur with an attitude of
caution. A good design of a questionnaire is a combination
of art and science and is based on general recommendations
often include rules of thumb.
The Questionnaire
It is the instrument for collecting information in
studies of HF. Of all the writers is clear that the
questionnaire is essential in any process of collecting
information and its perfection depends largely on the
quality of this. There must be intelligent interviewer, but
the questionnaire. If the questionnaire is not correctly
formulated in the form, then it is impossible to fix later.
A questionnaire:
 Sets the order of the interview.
 Ensures that all questions are raised in the same way.

Types of Questionnaires
Market researchers tend to classify the questionnaires
based on the degree of freedom or discretion of the
interviewer when asking questions. Thus, we have three
classes:
 Structured: The questions and possible answers are
formalized and standardized; the respondent offered a
choice among several alternatives. Are used when you
have to do many interviews and when it is important the
order of the questions and answers.
 Unstructured: They tend to be general questions, which
are focused on the research topic and interviewer allow
greater freedom in the formulation of specific
questions. The questions are asked in any order and
using vocabulary appropriate to the level of each
respondent.
 Semi-structured: They set out a script with key
questions and an order that is not rigorous, nor the
expression with which questions are asked.
Pre-scripted questionnaire
This process has great difficulty because there is
virtually nothing that is law, only recommendations, which

in most cases are accurate but may be questionable. The
investigator must consider a series of events correlated
with the methodology to be applied and that will help solve
the problem:
 Issues to be addressed
 Order questionnaire
 Types of questions to use
 Language
 Maximum duration
 Study of the effects can be obtained
 Headers and data of respondents
 Instructions interviewed
 Teaching aids to use
 Printing, paper and final design
Basic recommendations
 Questions should be formulated in a popular and
understandable language, excluding the use of difficult
words or concepts.
 Questions should try to be as short as possible; it is
clear that long texts in questions only serve to bore.
Questionnaires should be fluid and short questions.

Reading a question that lasts over minute and repeating
concepts will be modified by the interviewers.
 Questions should try to be neutral in both its own
development and in the context of the questionnaire and
the study that develops. The researcher has to adopt a
neutral stance; this issue requires a lot of importance
in the case of pre-election political studies and the
subsequent publication of results. The investigator
may also fall into the trap of making half questions.
Experts say that in case of doubt or misunderstanding
is a tendency to answer yes.
 Among the questions should not include items difficult
to answer or be required calculations.
 Exclude words can be loaded with certain connotations.
 The wording of the questions should be asked to
collaborate; the tone has to be friendly, natural-
language query normal. An interviewee should never
have the feeling of being subjected to a test. The
questionnaire should be designed so that between the
interviewer and interviewee will produce a situation
more like a normal conversation.
 There is hardly any question that can not be done.
Embarrassing questions contain more difficulty in the
formulation that subjects with little significance, but

questions can also be made on the researcher has the
same right to ask and consulted or not want to answer
the basic question of these questions lies normally
approach the issue in an indirect way or through a
battery of questions.
 If possible it should introduce some control questions.
This is verified, where possible, if the answers are
being obtained are consistent. Such questions are
frequently used to measure the accuracy of responses
containing advertising research.
 Beware the first question, this are very important, is
the gateway to introducing the respondent to a
questionnaire. You must have sufficient interest and
responsiveness to the interviewee feel comfortable and
this question should never be controversial or problems
of interpretation that would condition seriously the
rest of the interview.
 Generally, questions should be simple at first and
gradually go complicated, nor should be left to the end
the most complex questions, as the fatigue of the
respondent and the interviewer influence the results
negatively.
 The order of the questions should be such as not being
affected by others and must be grouped by topics to
prevent confusion.
 The questionnaire is fairly complex.
Completion of the pre-test
Once structured and designed the questionnaire should
be tested among a small sub-sample to verify among other
things that have worked as questions and problems that may
arise. Some of the variables that we determine the
performance level of the questionnaire will be: the number
of do not know or questions blank. The normal rate of "do
not knows" is less than 10%, assuming you have more than 10%
is to investigate the causes and may have to rewrite or
remove any questions.
Question Types
 Depending on the degree of freedom of response:
Open: a question is considered open when you give
freedom to the interviewee to answer in their own words
and express the ideas it considers appropriate to the
question.
 Advantages: the researcher finds it very
easy to formulate, that is, it depends on the
respondents give their own answers. The
answers reflect the true opinion of how the

respondent perceives the issue. Open
questions are useful in exploratory research
in which ideas are sought to help us later in
structured inquiry.
 Limitations: While the question is easy to
make, the answers are difficult to record and
tabulate. It is difficult to analyze open-
ended questions, especially when the number
of questionnaires is higher than 50. each of
the open questions should be considered
separately and will to code based on the
similarity of their meaning. Open-response
group is a laborious task and requires much
time, sometimes written words do not stop at
all clear what the interviewee meant.
Sample Questions:
In your opinion, what is the main reason to drink beer
without alcohol?
Closed: those where no freedom is given to the
respondent to answer in their own words and is
forced to choose between a set of alternatives.
Distinguish:
 Yes or No questions: when the respondent is
granted 2 options to choose from (yes or no)

 Multiple choice questions (MCQ): This mode
presents the interviewee a question and a set
of mutually exclusive and exhaustive
alternatives taken collectively and must
choose the one that best matches your
response.
 Multiple response: similar to MCQs but the
respondent may indicate more than one answer.
 Mixed: Another form in which it appears the
combination of closed questions with an open
alternative, in order that the respondent is
free to answer in their own words.
Order Questions
The structure of the questionnaire in order to
formulate the questions is a key issue in designing and
obtaining required information. You cannot set standards
but can provide guidance.
General things to take into account:
1. Before asking the first question is a brief
introduction to make sure that they respect the
anonymity of the participants and the use of
confidential information.
2. The initial questions should be simple and interesting
to motivate the respondent and must be short.

3. Questions should be grouped and should relate to the
subject to focus entirely on one issue at a time.
4. In each raise general questions first and then move to
more specific topics.
5. Difficult or sensitive questions are placed a little
before the middle of the questionnaire.
6. The qualifying questions are placed at the end of the
questionnaire.
7. Do not forget to thank the cooperation of the
interviewee.
The instrument that will be used for the research is
questionnaire. It will be designed with respect to the semi-
structured interview and it will be changed due to the new
ideas during the interview (if needed).
Pilot Questionnaire
Pre-set questionnaires will be developed to maintain
the flow of the interviews and to keep the focus of the
conversation on the topic. This Questionnaire will include
questions about the research such as:
 Is internet retailing helpful in catching
customers?
 Are online marketing strategies helpful for growth
of any organisation?
 How often do you buy a product whose advertise you
have seen online?

 What are the marketing strategies of the chosen
organisation?
 Do you buy products from Tesco’s website?
 How will you rate Tesco’s website in the scale of
1 to 5 with (5 being excellent)?

 How much have your shopping experience changed
since Tesco has started online marketing?

 What is the best thing you like while buying
online?
Participants
Participants of the research will be Tesco’s customers.
With the help of the customers this study will find out that
is internet retailing really catches customer’s attraction
or not. Number of participants is 25. Since Tesco started
online marketing from 2001, therefore the age group of the
selected participants will be from 29 to 36 because they
have experienced both, brick and mortar version as well as
click and mortar version of Tesco. There comments will be
more valid and reliable and will make the study more
authentic and valid.

Research Process
The study was done using both primary and secondary
research methods. Focus Group (semi-structured) interviews
were conducted for this research while for secondary data,
case studies were used. Both the methods have brought their
advantages and helped the research.
The study was conducted in the following 4 phases:
Phase 1:
A pilot survey was conducted in order to check the
completeness of the questionnaire. For this, 5 random people
(having the same criteria as mentioned in the participants
section above) were selected. Feedback was obtained by the
respondents to know if the questionnaire had any important
thing missing. From the feedback it was found that a few
questions were indeed missing and by adding them a complete
picture of the result will be obtained. So some new
questions were added to the questionnaire. This increased
the reliability of the results obtained.
Phase 2:
In the second phase, focus group (semi-structured)
interview was conducted, where 25 customers of Tesco were
interviewed. These customers belonged to a particular age
group. This helped in getting authentic and reliable data.
The final questionnaire was used in this research. Each

participant was interviewed separately. Information was
collected on their experience of buying online, on the way
Tesco handles online retail business and on facing any
problems while buying online. Participants were also asked
how much internet retailing has affected their life and how
was buying experience before the internet age. Since all the
participants had experienced the time when Tesco did not
have online retail business, it gave in-depth knowledge
about the impact of retailing over internet. The results
were recorded and marked with their names so that they do
not get mixed up.
Phase 3:
In the third phase, 3 case studies of different
organisations from the retail industry were taken as
examples to support the impact of internet retailing. These
companies are:
1. Salmon Limited
2. Bharti Retail
3. Colorado Group
Although each organisation has its own success story and
formula (strategy), but the essence of internet retailing is
common in all. This essence has helped these companies
succeed in the market and have gained competitive advantage
in the business because of internet retailing. These case
studies helped the research as it provided real life

examples of the impact of retailing on the business and how
internet retailing has helped catch customers in a business.
Phase 4:
Fourth phase is the last phase if this research. In
this phase all the data collected was analysed to obtain the
result. First, the data from the interviews was analysed.
Then the analysis was compared with the result of the case
studies so that an overall picture from the primary as well
as secondary data can be obtained.
Timescale for the completion of Dissertation
The research has gone through different process of
collection of data, information, reviews, statistics & then
its analysis, proofreading etc. The following timescale
shows the whole process as well as the timeline of the
research:
1. Literature Review draft – beginning of January
2011
1. Literature Review final version – end of January
2011
2. Methodology Chapter – February 2011
3. Completion of research – second half of February
2011
4. Data Analysis – end of February 2011

5. Dissertation draft – beginning of March 2011
6. Dissertation final – second week of March 2011
7. Proofreading, printing, binding – second half of
March 2011
8. Dissertation & Learning Log submission – 28 March
2011
Research Questions
One of the most important decisions a researcher would
make is deciding on a question that would be examined in the
research process. This could be a very difficult decision
because there could be many questions a researcher wants &
needs to address. Good supervision would guide a researcher
to a focused area of study that could lead to a focal
question. The debate continues on whether this focus should
be singular or plural, & the decision could be influenced by
the subject of study & various quantitative or qualitative
methodologies employed. John Creswell has suggested that
before searching the literature, a researcher should
identify a topic, using such strategies as drafting a brief
title or stating a central research question. Researchers
need to be aware of the following issues in relation to
creating the research question.

Justifying the Research Question
Following these three issues, the researcher must
justify which subject & question or hypothesis is going to
be researched. Justification involves choice. Which
decisions have to be made before a research project could
begin? These choices involve how specific a subject area
needs to become when addressing a problem. Which problem
could be addressed when considering knowledge, supervision,
& time? That narrowing down or becoming focused on a
research area is possibly one of the most important
processes involved within research because justifying the
research project makes it not only viable but indeed
possible. Focusing on a research area allows the next focal
decision, which involves which question could be asked &
addressed. Even at this early stage, ethical issues need to
be considered. For example, what happens when a research
project involves participants age 16 or younger in a
methodology? Which questions could be asked? What
experiments could take place within a laboratory?
The type of research question needs to also be
addressed. Patrick White divides question types into
descriptive & explanatory, the W-questions (who, what,
where, when, why, & how), & purpose-led typologies. The
purpose issue also helps in finding that focus & reducing

the number of questions or sub questions. This is subject
oriented, & different subjects & disciplines have different
methods in relation to these research choices. Justification
of research question is both subjects based & situational.
For example, a dissertation needs to be focused within
roughly a 6-month time frame. If time is longer, then the
purpose could be multifocal, but a single research question
might produce more focused results & recommendations for
further research.
Reliability
Several methodological concerns appear in the
evaluation of studies. Validity and reliability is the most
important (Storey, in press). Assessment of reliability is
behavioural research’s core component. For the determination
of performances’ optimal levels, assessment of reliability
could be easily integrated in to direct observations.
Nonetheless, for the reliability measures on the
assessment of comparison only 48 percent of studies (these
does not include computerized assessment) reported. For the
assessment of the social importance of the effects, the
results were worse i.e. only 28% reporting reliability,
goal’s social significance only 4% reporting reliability is

measured and there is 8% of reporting reliability for the
validation of the procedures’ appropriateness.
Limitations, Assumptions and Suggestion for Future Research
A number of limitations of the study must be mentioned.
These limitations also provide avenues for further research.
A major limitation is that only one organization is
selected. In future studies a number of different industries
can be selected to improve generalized ability.
Secondly, our study will use data obtained from
customers to a limited extent. Additional studies in this
field should use customer-based data to a greater extent
than we will to achieve a deeper understanding of the
processes that drive customer reactions.
Thirdly, our study merely considers the moderating
effects of the customer orientation of integration. It is
plausible that customer orientation of integration has a
direct effect on cost savings and market-related
performance.
There are several other limitations linked to this
dissertation:
1. Fixed time scale & limited length of the paper

2. Limitation related to the qualitative research method–
e.g. possibility of bias, issue of subjectivity, results
might be hard to interpret
3. Limitation related to using the case study design - low
external validity (difficult to generalise)
4. Limitation related to using the secondary data - the
information & data might not be accurate, therefore, the
source of the data must always be checked.
It is also assumed that the data sources that used
within the studies were reliable and having valid data, the
participants will be randomly selected from the whole
chosen. There are certain limitations to this study because
it is focused one single group that has limited amount of
sample to calculate, this kind of study can be conducted on
international level and by doing so we will expand the
cultural and geographical factors in the research.
Literature Search
The criteria of selection for literature were relevance
to research topic and year of publication. Both public and
private libraries as well as online libraries were visited
to access data. Some of online databases that were accessed
are ebsco, questia, emerald, phoenix and so on. Library
search and indexing, this technique requires to go through

written texts that have already done similar work and
utilizing their researches for your dissertations. Data
collection organizations, for example Gallup and AC Nielsen
conduct researches on a recurrent basis ranging in a wide
array of topics. Many jobs require achieving a "literature
review". A literature review is a work Comprising:
(1) Identify references (books, articles, websites, reports,
press releases, etc) on a given subject;
(2) To examine the contents of these references;
(3) Organize the wealth of knowledge in a report prepared
and problematic. What a literature review is not: it is not
an annotated bibliography, it is not a series of summaries
of references, and it is not an essay either. A literature
review can be more or less problematic.
The problem building can be neutral: for example, present
the literature on this subject by organizing it in three
parts, the three ways in which the subject is treated in the
literature, or in two parts, say that two types of polarized
authors (e.g. left / right), or as part of this is
necessary, long as the divisions that organize the
literature are highlighted. The problem building may be
oriented, for example when the literature review is to serve
a specific thesis or serves as the backdrop to formulate a
research problem. Everything depends on the work requested.

Inclusion & exclusion criteria
The following criteria were used to search databases,
magazines & websites. Research should be:
 The public method reconsiders model, meta-analysis,
consideration of other publications, research,
assessment, randomized controlled trials, browse
research assistance;
 Focus on the gold as a commodity;
 Concerned about the Large price movements have occurred
recently in the commodity market;

 Concentrate on research or programs that focus the
matter of gold in the global markets
The review has been concerned with the problems of major
study of England & other parts of the UK.
Ethical concern
The research is done with full awareness of researcher
about ethical and moral issues which are involved in the
research. The research is carried out in a manner that
reliability and integrity of the study will be sustained.
Those after effects which are negative and might reduce the
possibility for the potential researches are avoided. This
research is done with full awareness of probable damaging
effects and the method is chosen after experts and

colleagues consultation. The research is carried out in a
knowledgeable fashion, without biasness and as a purposeful
scientific assignment. The research is conducted in complete
compliance, standard regulations, laws and awareness of
customs. The researcher is familiar withֽand respectֽthe
host culture.
Archive data on people
To protect people regarding their presence in different
files, the use of which may have no idea, several countries
have now developed legislation. For example, in the United
Kingdom, any researcher intending to record data about
individuals must comply with the Principles of Data
Protection [Guidelines on data protection] with regard to
personal data it holds.
In Spain, it is generally regulated by the Organic Law of 29
October 1992 on processing of personal data
In general these principles state that personal data must:
 Be obtained and processed correctly and legally.

 Maintained only for lawful purposes described in the
log entry
 Be used or disclosed only for these purposes or those
that are compatible

 Be adequate, relevant and not excessive in relation to
the purpose for which they hold

 Be accurate and, where necessary, kept up to date
 Kept no longer than is necessary for the purpose for
which they are maintained

 Being able to allow individuals to access information
held about them and, where appropriate, correct or
delete them
 Be surrounded by proper security measures
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Catching Consumers with the Internet in Retailing: A Study of

Tesco’s Online Marketing Strategy

[Department or School Name]

I would take this opportunity to thank my research supervisor,

this research would not have been possible.

the contents of this dissertation/thesis represent my own unaided

work, and that the dissertation/thesis has not previously been

submitted for academic examination towards any qualification.

Furthermore, it represents my own opinions and not necessarily

those of the University.

Signed __________________ Date _______________

Timescale for the completion of Dissertation..........................................48

Justifying the Research Question.......................................................................50

Limitations, Assumptions and Suggestion for Future Research......52

Inclusion & exclusion criteria...........................................................................56

The data is presented in two main forms, depending on their

proximity to the recorded event. The data that has been

observed, experienced or recorded about the event is the

The written sources to interpret or principal register are

called secondary sources, which tend to be less reliable.

For example, the readings of a fire at home in the newspaper

the day after that will probably give less precise

informed about the facts and they will not be distorted by

the interpretation of another person.

We are being bombarded with raw data throughout the

day. Sounds, images, tastes, tactile things are constantly

stimulate our senses. We also have tools to measure what we

cannot judge so accurately through our senses, such as

clocks, barometers, commercial accounts, etc.

There are four basic types of primary data, which are

distinguished by how they are collected:

1. Measurement - collections of numbers that indicate

the amounts, for example, voting polls, test results,

mileage car, oven temperature, etc.

2. Note - records of events, situations or experienced

things with their senses and perhaps with the help of an

instrument, e.g. camera, tape recorder, microscope, etc.

3. Interrogation - the data obtained by questioning and

probing, for example, information on convicted persons,

likes and dislikes, etc.

4. Participation - the data obtained by the experiences

of doing things such as the experience of learning to ride a

bike tells you different things about balance, dealing with

traffic, etc. rather than simply observe.

The primary data are the first and most immediate

record of the situation. Without this type of data recorded,

it would be difficult to make sense of anything but the

simple phenomenon and be able to communicate the facts to

Primary data can provide information on virtually every

aspect of our life and environment. However, primary data

collection is time consuming and not always possible.

Although more data generally means greater reliability, that

is costly to organize large surveys and other studies.

Moreover, it is always possible to go directly to the

subject of investigation. For example, many historical

events have left no direct evidence.

Secondary data is data that has been performed and

recorded. As we are bombarded with primary data, cascade arc

secondary data in the form of newsletters, magazines,

newspapers, documentaries, advertising, Internet, etc. The

data are wrapped, packed and core articles rotate or sound

bites digestible. The quality of the data depends on the

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