I would like to invite you to take part in a research study to support my MSc Strategic and Digital Marketing Dissertation. The topic of the study is all about online shopping and how personalisation is changing the way in which consumers view brands and how they shop online.



Before you decide whether you would like to take part, you need to understand why the research is being done and what it would involve for you. Please take time to read the following information carefully. Please ask questions if anything you read is not clear or would like more information and take your time to decide whether or not to participate. You have the right to withdraw from the study at any time.



Purpose of the Study

As previously discussed, this study is to support the Dissertation module in the MSc Strategic and Digital Marketing Postgraduate degree at Leeds Business School. The study also links closely with my current employment role and will help to both deliver strategies to the company I work for as well as other companies around the globe who would like to know more about the impact of personalisation.



Why have I been invited?

You have been invited to take part in this study because, like many other people, you are likely to have experiences shopping online, whether it be for groceries, clothes or anything else. The research will include consumers of many different age ranges from up and down the country so that trends can be analysed based on demographics to better understand the online shopping behaviours when personalisation is displayed.



Do I have to take part?

It is up to you to decide. By taking part in this survey, you are consenting to take part in this research. You are free to withdraw at any time, without giving a reason.



What will happen to me if I take part? What will I have to do?

If you choose to take part, you will be asked to complete this short, online survey. You will be able to complete the survey at your own pace, at your own convenience in your own, chosen location. The survey should last no more than 15 minutes of your time dependant on how detailed you wish to answer some of the questions.



What are the benefits of taking part?

We cannot promise the study will help you as an individual but the information we get from the study will help to increase the understanding of Personalisation in online shopping (E-Commerce).



Will my taking part in the study be kept confidential?

All information which is collected about you during the course of the research will be kept strictly confidential. The data gathered will not include personal identifiable information and all responses will be anonymised. The age, gender and first half of your postcode will be used for trend purposes only and no individual responses will be published in the analysis.



Further information and contact details:

If you would like to know more, want to withdraw or report a problem, please contact c.tyson9968@student.leedsbeckett.ac.uk.



By taking part in this survey you agree that:



I have read and understood the Participant Information (above);

I have been given the opportunity to ask questions and have had them answered to my satisfaction;

I agree to take part in this project;

I understand that my participation is voluntary and that I am free to withdraw at any time without giving a reason;



