Page 9 - To share_Farrugia_Dissertation_Summary_

3. Methodology
3.1. Introduction

The literature review showcases the theoretical and practical

application of BD, AI and Analytics within the wine industry (covering
the full cycle from vineyard to supply chain and sales). Further

research is required to identify the extent to which BD, AI and Analytics

related applications are applied within the wine industry life cycle

(small and large wine organisations). The objective was to identify a
method to conduct the research, identify the research strategy to

answer the research objectives. The information from the literature

review formed the basis for the formulation of a questionnaire which

was used to support interviews with wine organisations in the UK and
Italy. The interview results for each country were used to identify the

extent to which BD, AI and analytics were applied and to compare and

contrast such applications and derived benefits. The author applied

qualitative data collection, via online video interviews.

3.2. Research purpose

The purpose of the research was to gather information on the level of

application of BD, AI and analytics (trials and actual applications)
within the wine life cycle stages in the UK and Italy wine industry. The

research aimed to distinguish the main application areas and benefits

derived from the application of BD, AI and analytics between the UK
and Italy wine industry. The research aims to highlight current

awareness and lack of BD, AI and analytics knowledge and tools

applied across the wine life cycle and to identify the wine organisation

perception in implementing BD, AI and analytics related tools.

3.3. *taken out before sharing*

3.4. Research strategy
Johannesson and Perjons (2014) defined a research strategy as a plan

for conducting a research: guide the researcher in planning, conducting

and monitoring the study.
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