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6 pages/≈1650 words
Business & Marketing
Thesis Proposal
English (U.S.)
MS Word
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Investigate The Essential Factor That Influence Pople's Selection Toward The Company In The UK (Thesis Proposal Sample)


To investigate what are essential factors that influence people\'s selection toward the O2 Company in the UK? To study how do the O2 becoming to the best of telecommunication network in UK?


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Table of Contents
 TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc311046468" Table of Contents  PAGEREF _Toc311046468 \h 2
 HYPERLINK \l "_Toc311046469" Introduction  PAGEREF _Toc311046469 \h 3
 HYPERLINK \l "_Toc311046470" The Aim of the Research  PAGEREF _Toc311046470 \h 3
 HYPERLINK \l "_Toc311046471" Research Objectives  PAGEREF _Toc311046471 \h 4
 HYPERLINK \l "_Toc311046472" Methodology  PAGEREF _Toc311046472 \h 4
 HYPERLINK \l "_Toc311046473" Data Collection  PAGEREF _Toc311046473 \h 5
 HYPERLINK \l "_Toc311046474" Ethic Considerations  PAGEREF _Toc311046474 \h 6
 HYPERLINK \l "_Toc311046475" Initial Literature Review  PAGEREF _Toc311046475 \h 6
 HYPERLINK \l "_Toc311046476" Customer Loyalty and Customer Retention  PAGEREF _Toc311046476 \h 6
 HYPERLINK \l "_Toc311046477" Branding and Brand Loyalty  PAGEREF _Toc311046477 \h 7
 HYPERLINK \l "_Toc311046478" CSR Theory and Sponsorship marketing  PAGEREF _Toc311046478 \h 7
 HYPERLINK \l "_Toc311046479" SWOT Analysis  PAGEREF _Toc311046479 \h 8
 HYPERLINK \l "_Toc311046480" Conclusion  PAGEREF _Toc311046480 \h 9
 HYPERLINK \l "_Toc311046481" Reference List  PAGEREF _Toc311046481 \h 10
 HYPERLINK \l "_Toc311046482" Appendix  PAGEREF _Toc311046482 \h 12
 HYPERLINK \l "_Toc311046483" Appendix A: Ethics Clearance Form  PAGEREF _Toc311046483 \h 12

Telefónica O2 UK Limited is the leading communications company for both individual consumers and businesses in the U.K. Apart from providing mobile and broadband services; the company also offers fixed-line telecommunication services to its consumers. In addition, the company offers location-based marketing through its mobile services. This enables businesses and corporate customers to deliver appropriate SMS and MMS messages to their customers. Telefónica O2 UK specialises in non-voice services which include text and media messaging, games, music and videos, and 3G, GPRS, WLAN and HSDPA data connection services.
The branding choice reflects its wide range of services which has led to many youths in the UK to joke that it is not oxygen that maintains their lives, but rather the other O2. Currently, the company has a wide customer base of 22 million mobile subscribers and about 700,000 broadband subscribers. This has been made possible by the 500 plus retail stores and the widely known O2 online shop (Norton, 2010, p. 2). The fact that O2 has become the default choice for customers in the UK is the focus of this study.
The Aim of the Research
Because this research is aimed at investigating the influential factors making people to select the O2 Company, it is stemmed from one major question which is stated below:
What are the essential factors that influence people's selection toward the O2 Company in the United Kingdom (UK)?
Research Objectives
In order to attain the research aim, the following distinctive research objectives will be pursued:
To investigate the factors influencing people to select the O2 Company in the UK
To examine how the O2 Company manages to maintain customer loyalty and attract more potential clients.
To provide suitable recommendations for enhancing customer loyalty and attracting new potential clients.
I have chosen to use the quantitative research methodology in my dissertation. The quantitative research format will be applied through out my research to measure both theoretical constructs and practical concepts. Therefore, statistical analysis will be used as a measuring instrument to observe the most important variable in this study. This will be applied in determining the factors that attract individuals to the products and services offered by the O2 Company. Similarly, the extent to which these factors are important to the customers will be established.
A number of reasons have influenced my decision to use the quantitative research format. Firstly, as Langdridge and Hagger-Johnson (2009) have stated, quantitative research methodology focuses on the customers behaviours as contrasted to the qualitative techniques which tends to focus on meanings. This is in line with the aim of my research and the supportive research objective I have constructed. Therefore, this methodology will allow me to efficiently investigate the essential factors that have influenced customers to choose the O2 Company. Secondly, Langdridge and Hagger-Johnson (2009, p. 14) say that quantitative technique is focused more on prediction of these behaviours and no the mere descriptions of them. This will be essential in helping me to come up with the appropriate recommendations, by predicting the customer behaviours on varied influential factors.
Data Collection
Firstly, I will collect and analyse relevant literature about the O2 Company in The UK and its major success factors in marketing and social responsibility. This is aimed at ensuring that I generate the required background information which is essential for any successful research. After I collect and review the appropriate literature, I will then decide to use survey technique in which questionnaires will be used to collect the quantitative data required research.
I have deemed questionnaire to be the most effective data collection method in my dissertation research for a number of reasons. Firstly, the use of questionnaire will allow me to collect data from a wider audience within the time constraint. Secondly, say that it is suitable for collecting data about incidence behaviours, opinions, beliefs and attitudes. Lastly, the use of questionnaires will enable me to...
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