Business School
MSc International Business & MBA (Graduate)
Module: Research Methods
Name: Phillip Shannon
Tutor’s Name: Ms Connie Nolan
Assessment Type/No: Dissertation: Proposal
First Submission Yes
Submission Date: 21st June 2019
Word Count:…5815…. Excluding quotes, references, grids, pictures and diagrams.
Students must sign here …..P.shannon …to show that they have read and adhered to the
University plagiarism regulations as stated in the student handbook.
,Contents
Chapter 1: Introduction.........................................................................................................................3
Aim:...................................................................................................................................................3
Objectives:.........................................................................................................................................3
Rationale for study.............................................................................................................................3
Hypothesis.....................................................................................................................................3
Chapter 2: Literature review..................................................................................................................5
Background literature........................................................................................................................5
Why social media is important for SMEs:......................................................................................5
Social networks..............................................................................................................................5
Positive assumptions of using social media...................................................................................5
Focal literature...................................................................................................................................7
History...............................................................................................................................................7
Modern day.......................................................................................................................................9
Contemporary issues.......................................................................................................................10
Millennials...................................................................................................................................10
Intrusiveness................................................................................................................................10
Information exchange......................................................................................................................12
Financial and other resources..........................................................................................................12
Conceptual framework........................................................................................................................14
Context............................................................................................................................................15
Chapter 3: Methodology......................................................................................................................19
Research design approach:..............................................................................................................19
Research method: data collection...................................................................................................21
Tools for data collection..............................................................................................................24
Ethical considerations..................................................................................................................24
Key research questions........................................................................................................................25
Research log........................................................................................................................................32
,Chapter 1: Introduction
Aim:
To explore the importance of digital marketing and social media strategies of micro
companies.
(a) Background: Digital marketing strategies
(b) Focal: social media strategies, reference to Facebook.
(c) Small businesses; why it is important?
Objectives:
To explore how digital marketing strategies are used by small companies, for
example, segmenting the market and targeting the customer segment that will be most
profitable.
To explore how social media strategies are used by small companies.
To investigate the importance of digital marketing and social media strategies, for
example, how small businesses position itself using the marketing mix 4P’s: product
or service, place, price, and promotion.
Rationale for study
The rationale for this study is to explore how different small businesses use digital marketing
and social media, and why it is important?
Hypothesis
The expectant outcome of this research study is:
Hypotheses 1:
Improving the digital presence is useful for micro companies.
, Reasons:
The reasons for improving a firms’ digital presence are:
Generate awareness, reassure existing customers/ create a relationship with them, and
gain new customers via promoting new products and services.
Hypotheses 2:
A micro business does not need a large digital presence.
MSc International Business & MBA (Graduate)
Module: Research Methods
Name: Phillip Shannon
Tutor’s Name: Ms Connie Nolan
Assessment Type/No: Dissertation: Proposal
First Submission Yes
Submission Date: 21st June 2019
Word Count:…5815…. Excluding quotes, references, grids, pictures and diagrams.
Students must sign here …..P.shannon …to show that they have read and adhered to the
University plagiarism regulations as stated in the student handbook.
,Contents
Chapter 1: Introduction.........................................................................................................................3
Aim:...................................................................................................................................................3
Objectives:.........................................................................................................................................3
Rationale for study.............................................................................................................................3
Hypothesis.....................................................................................................................................3
Chapter 2: Literature review..................................................................................................................5
Background literature........................................................................................................................5
Why social media is important for SMEs:......................................................................................5
Social networks..............................................................................................................................5
Positive assumptions of using social media...................................................................................5
Focal literature...................................................................................................................................7
History...............................................................................................................................................7
Modern day.......................................................................................................................................9
Contemporary issues.......................................................................................................................10
Millennials...................................................................................................................................10
Intrusiveness................................................................................................................................10
Information exchange......................................................................................................................12
Financial and other resources..........................................................................................................12
Conceptual framework........................................................................................................................14
Context............................................................................................................................................15
Chapter 3: Methodology......................................................................................................................19
Research design approach:..............................................................................................................19
Research method: data collection...................................................................................................21
Tools for data collection..............................................................................................................24
Ethical considerations..................................................................................................................24
Key research questions........................................................................................................................25
Research log........................................................................................................................................32
,Chapter 1: Introduction
Aim:
To explore the importance of digital marketing and social media strategies of micro
companies.
(a) Background: Digital marketing strategies
(b) Focal: social media strategies, reference to Facebook.
(c) Small businesses; why it is important?
Objectives:
To explore how digital marketing strategies are used by small companies, for
example, segmenting the market and targeting the customer segment that will be most
profitable.
To explore how social media strategies are used by small companies.
To investigate the importance of digital marketing and social media strategies, for
example, how small businesses position itself using the marketing mix 4P’s: product
or service, place, price, and promotion.
Rationale for study
The rationale for this study is to explore how different small businesses use digital marketing
and social media, and why it is important?
Hypothesis
The expectant outcome of this research study is:
Hypotheses 1:
Improving the digital presence is useful for micro companies.
, Reasons:
The reasons for improving a firms’ digital presence are:
Generate awareness, reassure existing customers/ create a relationship with them, and
gain new customers via promoting new products and services.
Hypotheses 2:
A micro business does not need a large digital presence.
