Fashion MARKETING
TID1131
Types of research
• Quantitative researchInformation relating to numbers – quantity.
• Method - surveys
• Qualitative researchTo find out the ‘HOW’ and ‘WHY’
• Method – Interviews, group discussions, observations
Research process
• Define the research problem & set the research objectives
• Design the research– Identify the data sources– Select sampling method– Select the data collection method– Design data collection form
• Test the research design. (Redesign if required)• Collect data• Analyse the data and interpret results• Present the findings
Data sources
• Primary source data – Data collection directly from respondents designed specifically for YOUR own investigation needs. (High cost)– Surveys– Observation– Focus Groups– Interviews– Experimentation
Surveys/Questionnaire design
Tasks to consider…• Preliminary decisions• Question content• Question wording• Response format• Question sequence• Questionnaire layout• Test and revise
Questionnaire design
Preliminary decisions• Is the question necessary
• Will the respondent understand the question?
• Is the question sufficient to elicit required data?
• Does the respondent require the necessary data to answer the
question?
• Is the respondent willing/able to answer the question?
Questionnaire design
Question contentWhat data are you expecting to collect?– Keep it focussed– Simple– Easy to answer
Questionnaire design
Question wording• Vocabulary appropriate to the respondent• Keep it clear and simple (less is more)
The following should be avoided• Vague/ambiguous questions• Bias• Leading questions
Questionnaire designResponse format• Dichotomous (yes/no type)• Multiple choice – respondents can select one or more from a
predetermined list.• Rateable – Likert scale (for example a 5point scale might be)
• Strongly disagree• Disagree• Neither agree nor disagree• Agree• Strongly agree
• Open ended – respondent is invited to put in their own words a response. – Difficult to analyse– Keep these questions to a minimum.
Questionnaire designSequence• Logical• Beware of question relationships and potential for
sequence to lead respondents
Layout• Keep it simple do not over design it. • Any images used can be leading• Not over too many pages• Check your spelling
ObservationsAdvantages• Natural behaviour can be observed in context• Openness• Structured behaviour/interaction
Disadvantages• Behaviour may not be overt
Focus group discussionDynamic interactionGroup of 6 to 12 usually
Planning• Set objectives• Consider methods for screen group members so they fit
the profile requirements• Develop a moderator/facilitator’s outline, this maybe a
specific task and/or tools to facilitate discussion• Conduct discussion and record• Analyse data• Summarise findings
Focus group Advantages• Quicker than individual interviews• Gives social context to discussion• Allows for observed interplay between group• Non-verbal communication can be captured• Potential for generating wider range of opinions, insights
and information• Some respondents feel comforted by being in a group
thus confident to open up more than an interview, anxiety is reduced.
• Moderator can probe group or individuals to explain further.
Focus group Disadvantages
• Small number of respondents can be involved
• Small group can intimidate some group participants
• Quieter participants can feel ‘shouted down’ by more
dominant participants.
• Dominant participants could lead discussion and create
in-group bias
Interviews• Structured interviews – Guided by a structure
– You may have already given the interviewee an outline of the issues you wish to cover.
• Unstructured interviews – Are free flow and responsive to the interviewee– You will need some notes to help ensure you cover
the key issues
Applications for Depth Interviews
• Interviews with professional people• Detailed probing of interviewees• Discussion of confidential and sensitive issues• Detailed understanding of complicated
behaviours or processes
Depth interviewsCriteria Value QualityDegree of structure Relatively medium
Probing of individuals High
Bias Relatively high
Uncovering subconscious information
Medium to high
Discovering Innovative Information Medium
Obtaining sensitive information Medium
Advantages of Depth Interviews
1. Uncover insights – concentrating & developing an issue with an individual.
2. Attribute the responses directly to the interviewee – adds professionalism and credibility to the case study
3. Result in a free exchange of information – good for gaining insight into sensitive issues
4. Easy to arrange – Interviewer needs to be flexible and willing to arrange meeting to suit the interviewee to limit inconvenience of interview
Disadvantages of Interviews
1. Requires interviewing skills2. Collective data obtained is often difficult to
analyse and interpret. - Observations noted in the interview can be combined with the content analysis.
3. Time consuming• setting up the interview • Interview itself• Analysis & interpretation of results
Interviewers Role
• To develop empathy with the interviewee
• Make the interviewee relaxed and comfortable
• To be personable to encourage & motivate interviewee
• Note issues that interest the interviewee and develop
questions around those issues
• Not to accept simple ‘yes/no’ answers. To probe further
• Note where more explanation is needed. Either to clarify a
point or to expand further on an issue.
Practicalities of interviewing
• Allow time for;– Setting up the interview– Conducting the interview– Analysing the interview
• Prepare a structure/framework for the interview– B.M.E = Beginning – Middle – End– Guiding questions – ensure they are open questions– Possible probing lines of enquiry
Practicalities of interviewing
• Recording data– Note take
• Devise a short hand for the purpose of speed note taking – perhaps use some symbols
• Use a prepared framework of headings to note take under– Use a recording device
• You must ask permission of the interviewee first• Combine with observation notes
– Reflect on the whole interview experience and write post interview notes.
Experimentation
• Exploring reactions• Gaining feedback
• Can be for the product• Or elements of the marketing communications
– Brand image– Packaging
• Group discussion/focus group
Now it is time to have a go!
• At RESEARCH methods….
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