Ethical Issues in Research: A Critical Reflection Case Study

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1. Aim

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The current study aims to ascertain the influence of loyalty card schemes on M&S’s customer satisfaction. 

2. Objectives

To develop an understanding of the loyalty card scheme and its significance

To evaluate different loyalty theories used within the retail sector

To analyse the relationship between loyalty card scheme and customer satisfaction within M&S

To recommend competent loyalty card strategies to M&S to entice customer satisfaction

3. Methodology

Approach

The approach for this research was chosen. The process is justified because it aims to derive meaningful insights from specific observations within the UK retail sector. The study aims to generate a theory for developing a better understanding of ethical considerations within the chosen context and to facilitate a critical reflection on the ethical issues and requirements for researchers (Havelkova and Hanus, 2019).

Design

This study's research design is descriptive. The purpose of the study is to give an in-depth look at how loyalty card programmes affect customer satisfaction in UK stores, with a focus on M&S. This design is well-suited to fulfil the research objectives, providing a clear and detailed picture of the ethical issues and requirements for researchers in the context of loyalty card schemes, and facilitating an in-depth critical reflection on the research topic.

Ethical Issues in Research: A Critical Reflection Case Study

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David Clark 7 Years | MBA

Methods

M&S will conduct surveys with consumers to collect primary data and use structured close-ended questionnaires to assess their loyalty card schemes and overall satisfaction. The survey approach allows qualitative analysis (Tinh et al., 2021). Secondary information will be gathered from publications, Journals and academic texts. The combination of primary and secondary methods enhances the research. Literature review ensures a robust theoretical foundation, while surveys help the exploration of individual perspectives. The use of diverse sources strengthens the triangulation of findings and contributes to the validity and reliability of the study. The research's primary goals are to make people think deeply about moral issues and give a full picture of how loyalty cards affect customer satisfaction in UK stores, especially at M&S.

Participants

Twenty customers of M&S will be picked at random. The research seeks diverse perspectives on how loyalty cards affect retail customer happiness. Random sampling gives every customer an equal chance of being included, boosting generalizability. Sample size facilitates an excellent investigation of individual experiences. A randomly picked model is more likely to represent the population. Random sampling increases fairness and impartiality in recruiting (Deb, Dey and Balas, 2019). The sample is more likely to represent varied views on how loyalty card systems affect UK retail consumer satisfaction.

4. Ethical Considerations

Respect For the Autonomy, Privacy and Dignity of Individuals and Communities

The study will respect individual and community liberty, privacy, and dignity. Before participating, M&S customers will get a participant information form explaining the study goal, procedures, risks, and benefits. I provided thorough information to help people make choices. The participant permission form states the study's objectives, voluntary participation, and the freedom to quit without penalty.

I gained information related to confidentiality that safeguarded my research when I assigned unique identifiers to participants. Aggregating and reporting findings will prevent individual identification. Fair treatment will be ensured by applying the same ethical standards to all participants, Treating each viewpoint with equal importance and respect. The measures emphasise the commitment to ethical principles in order to foster a research environment where the dignity, Privacy and autonomy of individuals are paramount (Ubi, Orji and Osang, 2020).

Scientific Integrity

Ensuring the authenticity of the data collected from participants will be implemented throughout the process. Data collection will strictly follow the outlined research methods, and surveys will be used with M&S consumers. The survey instruments will be framed in a way that elicits genuine responses from the participants. I understand scientific integrity through the research team that has undergone thorough training in survey administration, Emphasizing neutrality and avoiding leading or biased questions. The movement has helped me to collect data consistently.

The research will support openness. Data collecting processes, including survey instrument construction, sampling, and changes, shall be recorded. Data collection may be reliable. The study will verify and validate data using a robust mechanism. We'll double-check and cross-reference replies to find and fix problems. The process improves data accuracy (Lenton et al., 2021).

Data ownership and authorship, acknowledging participant contributions, are clear to me. Presenting results objectively and honestly will avoid data tampering. I preserve scientific integrity by ensuring that the results made are based on data from the participants reported in the methods section.

Social Responsibility

The research is committed to upholding the dignity and integrity of individuals and organisations. The survey instruments and data collection methods are designed to ensure that participants' views on loyalty card schemes and customer satisfaction are gathered with sensitivity and without causing harm. The research safeguards the well-being and privacy of M&S consumers; I understood the procedure of implementing informed consent, Confidentiality, And anonymity protocols.

The research aims to contribute to the common good by generating insights that can inform and improve practices within the UK retail sector (Montreuil et al., 2021). The findings may contribute to the development of more customer-centered approaches. Through the dissemination of knowledge, My research seeks to promote positive changes that align with societal expectations and promote ethical business practices, Thus fulfilling a sense of social responsibility.

Maximising Benefit and Minimising Harm

Demonstrating potential risks and adhering to ethical standards is what this research is about. I learned how to avoid risks to personal values. The survey instruments are designed with inclusivity in mind. The purpose of the study and the nature of the informed consent process are outlined in the information I gained. I have been able to allow participants to make voluntary and informed decisions because of this (Friedrich-Nel and Ramlaul, 2020).

Safeguarding data, using unique identifiers, and providing aggregated conclusions avoid individual identity. I didn't maintain participant confidentiality. To prevent psychological harm, I learned how to format the survey. My research inquiries were non-intrusive. I know how to handle participant discomfort throughout data collection.

The data might help M&S improve their loyalty card strategy and consumer happiness. Research may improve retail processes. Knowledge benefits consumers, academics, and legislators.

References

• Deb, D., Dey, R. and Balas, V.E., 2019. Engineering research methodology. A Practical Insight for Researchers, 153.
• Friedrich-Nel, H. and Ramlaul, A., 2020. Ethical Considerations. Medical Imaging and Radiotherapy Research: Skills and Strategies, pp.81-97.
• Havelkova, L. and Hanus, M., 2019. Map skills in education: A systematic review of terminology, methodology and influencing factors. Review of International Geographical Education Online, 9(2), pp.361-401.
• Lenton, L.A., Smith, V., Bacon, A.M., May, J. and Charlesford, J., 2021. Ethical considerations for committees, supervisors and student researchers conducting qualitative research with young people in the United Kingdom. Methods in Psychology, 5, p.100050.
• Montreuil, M., Bogossian, A., Laberge-Perrault, E. and Racine, E., 2021. A review of approaches, strategies and ethical considerations in participatory research with children. International Journal of Qualitative Methods, 20, p.1609406920987962.
• Tinh, D.T., Thuy, N.T. and Ngoc Huy, D.T., 2021. Doing Business Research and Teaching Methodology for Undergraduate, Postgraduate and Doctoral Students-Case in Various Markets Including Vietnam. Ilkogretim Online, 20(1).
• Ubi, I.O., Orji, E.I. and Osang, A.W., 2020. Knowledge and practice of ethical consideration for quality of research skills among graduate students of universities in Cross River State, Nigeria. Mediterranean Journal of Social Sciences, 11(5), pp.55-55.