An Exploration of the Significance of Big Data analytics to

healthcare SMEs in fostering enhanced customer experience

for Glasgow’s Users
Research Aim
The aim of this study is to explore big data in the context of UK SMEs and how it can be used to
enhance customer experience.

Methodology
• 200 words -Research philosophy: Interpretivism (Explain what interpretive philosophy of
research is about and justify why it was most appropriate for meeting this study’s aim) -3
references

• 200 words -Research approach: Inductive (What does an inductive approach involve and
how implemented; why is this most appropriate for this study?) -3 references

• 200 words -Research strategy/methodology: Ethnography or (what does an ethnographic

approach involve, how is it implemented; why was this most appropriate for this study? -3
references

• 200 words -Choice of methods: Qualitative research (What is qualitative research? why is it
right for this study? -3 references

• 200 words -Data collection methods: Semi structured Interviews (Explain what semi
structured Interviews involve and why did they offer the most advantages for this study? -3
references
• 200 words -Data analysis methods: Thematic Analysis (What thematic analysis involves,
how it is conducted; why was analysing the data in this way the most appropriate choice?)- 3
references

• 200 words -Ethical considerations: Explain main ethical issues this study can raise and how
they can be addressed-3 references

• 100 words -Limitations: Explain main limitations of the research design-1 reference