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….