Researching consumer attitudes: investigating Ethical and Sustainable concepts for retail.

BA (HONS) FASHION BUYING AND MERCHANDISING RESEARCH METHODS FOR BUYING AND MERCHANDISING

Unit code FU001443 Credit rating 20 Stage 2 Level 5 Unit Leader Stephanie Liberman ([email protected]) Teaching team Stephanie Liberman, Lois Baile, Christopher Hazelhurst Timetable Accessible via UAL Timetables

Academic Year 2018/19

INTRODUCTION

This unit gives you the opportunity to further develop your practical research skills in order to lay the foundations for future self-directed projects later this stage and in the final stage. Academic underpinning, evaluative thought processes and problem solving skills will be key in demonstrating that you have the required tools to undertake an in depth critical review of a specific area within the fashion business environment. A full range of primary research methods such as focus groups, interviews and questionnaires will be designed and evaluated. There will be a more detailed and extensive investigation of the secondary resources available to you through the College and University library and e-library. You will be shown how to manage the research process and how to analyse and present your research findings in the context of the fashion industry.

ASSESSMENT AND PROJECT BRIEF

• An individual 3,000 word report.

In this report you are required to complete a consumer research proposal and conduct qualitative and quantitative research to assess consumer attitudes to a specific commercial issue in the fashion retail industry. Your topic will be situated within one of the following areas of interest, which you will formatively sign off with your Tutor in week 3.

1. Range development: how UK brands expand overseas and how this affects the product ranges. 2. Researching consumer attitudes: investigating Ethical and Sustainable concepts for retail. 3. Researching the Luxury Brand experience: how brands present their image in the omni-channel

marketplace (stores, online, outlets). The report will allow you to study a consumer demographic that is of interest to you and will evidence your ability to academically and commercially identify the aims and objective of a piece of individual research, supported by a robust literature review and evaluation of secondary data. The research methodology proposal will show your understanding and application of an appropriate research strategy and analysis methods within an ethical framework. You will design, conduct and analyse a small quantitative and qualitative study. To conclude the report you should include an evaluation of data from the study, recommend improvements and identify the limitations of the study approach.

Indicative structure and approximate word count:

1. A topic defined by means of a working title or research question. 2. An Abstract – not included in the word count. 3. List of contents and tables – not included in the word count.

4. Rationale and context for the research (300 words)

i. Presentation of the current environment or future trends that justify the proposal of the research topic.

5. Literature review (700 words)

i. Identification of the conceptual framework that underpins the research topic. ii. Critical evaluation of key texts and studies that define, explore and evaluate

what is currently known about the topic as defined within the contextual framework.

6. Aims and objectives for the research (200 words)

i. Identification of the ‘knowledge or research gap’ and opportunity – aim. ii. The objectives that relate clearly to the single aim.

7. Proposed research methodology (500 words)

i. Statement of top-line research philosophy. ii. Ethical considerations. iii. Research design including quantitative survey and any qualitative ‘discussion

guide’ or interview template. iv. Sample proposal. v. Method of data analysis.

8. Findings of secondary and primary research (including statistical analysis as appropriate).

(800 words) 9. Conclusion and limitations (500 words).

10. Reference list – not included in the word count.

11. Bibliography – not included in the word count

Appendix: (not included in the word count)

• Questionnaire raw data. • Transcription, coding and analysis for qualitative research. • SPSS statistical analysis data.

You should refer to the full assignment brief on Moodle for further information and advice on completing this assignment.

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SCHEME OF WORK

Week Session Topic and Learning Activity Self-Directed Study Activities

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Lecture: Introduction to the unit. Planning a research project; aims, objectives and questions. Defining research methods - qualitative and quantitative research methods overview.

Seminar: Unpack the brief. Introduction to the reading necessary. Library talk re databases. Planning workload and choosing a subject.

Weekly checklist: Set up your project Gantt chart. Log onto e-research sources. Develop your mind map and Venn diagram for next week’s seminar.

Reading: Bryman & Bell (2015), Chpts 1 and 4. Lewis & Saunders (2012), Chpts 1 and 2 Cottrell (2014) Chpt 2

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Lecture: What is a Literature Review? Introduction to Theoretical models. Seminar: writing the question planning the research. What is a Rationale?

Refining your research ideas and drafting your research proposal

Reading: Bryman & Bell (2015), Chpt 3, Cameron & Price (2009), Chpt 5

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Lecture: Methodology & ethical considerations, Sampling and research design.

Seminar: Literature Review Workshop

Develop your research on secondary sources. Reading: Bryman & Bell Chpt, 3 and 14 Lewis & Saunders (2012) Chpt 3.

Cottrell (2014) chpt 9 Cameron and Price (2009) Chpt 6 and 7

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22 nd

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Lecture: Formative Assessment Requirement Seminar: Researching for you literature review, defining your topics.

Formative Assessment: Submit report title on Moodle with outline.

Prepare your research proposal for submission via Moodle by 12.30pm on Friday 3 February 2019.

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ACTIVITIES WEEK

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Lecture: Research philosophy; Scoping a primary research

Seminar: Planning research methodology proposal grid and thinking about primary research.

Reading on the shopping experience and consumer behavior to be advised on Moodle

Lewis & Saunders chpts 4 and 5

Bryman and bell chpts 7 and 17 Cameron and Price (2009) chpt 8

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12 th N

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Primary Research week. No Classes

Bryman and Bell chpts 3 and 27

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Lecture: Interviews and focus groups & sampling methods. Ethnographic and observational research. Data analysis & SPSS workshop Seminar: Methodology Workshop

Lewis & Saunders chpt 5 Pallant (2013) chpts 1, 2, 3 and 4 Cottrell (2014) chpt 11 Cameron and Price (2009) Chpt 10

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26 th N

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Seminar: Designing survey questions, Working with Survey Monkey & Google forms. Quantitative and Quantitative methods

Data analysis & SPSS workshop

Bryman and Bell chpts 9, 10, 11, 19, 21 Lewis & Saunders chpts 9, 10 and 11 Cottrell (2014) chpt 17, 18 and 19 Cameron and Price (2009) chpt, 15, 16 and 17

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Seminar: Analysing your quantitative results – Lewis & Saunders chpt 12

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recording and coding results. Writing up quantitative results

TUTORIALS

Bryman & Bell chpt 15 Cottrell (2014) chpt 21

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Seminar: Analysing your qualitative results – recording and coding results. Writing up quantitative results Data analysis & SPSS workshop

Bryman & Bell chpt 24 Lewis & Saunders chpt 13 Cameron and Price (2009) chpt chpt 19

WINTER BREAK

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14

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Seminar: Data analysis sessions –

ISA Students requesting Accommodated Assessment should contact their unit leader at least 2 weeks in advance of the general deadline.

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Lecture: Assignment and best practice review and Q&A. Make the grade summary and checklist. Grading Criteria Seminar: Report structure and writing workshop TUTORIALS

Cottrell (2014) chpts 22, 23 and 24

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Seminar: Report structure and writing support workshop

Report submission

The scheme of work is intended only as an outline of topics to be covered and is not a definitive list of what will be included in individual sessions. From time to time alterations may be made to the scheme of work to take account of students’ progress and unforeseen events or opportunities. If so, you will be informed in advance where possible, but check Moodle daily.

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ASSESSMENT METHOD This unit is assessed holistically (100% of the unit).

• An individual written report (3,000 words) Assessment will be against the specified marking criteria. LEARNING OUTCOMES (& MARKING CRITERIA FOR ASSESSMENT) Upon successful completion of the unit you will be able to demonstrate:

1. Evidence of research, analysis, innovation and creativity in order to develop solutions to a

self- directed brief (research, analysis, subject knowledge, experimentation, communication and presentation);

2. Appropriate research processes encompassing investigation design and data analysis. (research, analysis, subject knowledge, technical competence, experimentation);

3. Critical appraisal of the limitations of research methodology and the awareness of ethical and professional protocol (personal and professional development, collaborative and/or professional development);

4. Application of project planning and management skills in order to achieve your negotiated research activities (personal and professional development, collaborative and/or professional development).

The assessment website provides an overview of all the key course regulations for your course.

SCHEDULE OF KEY DATES

Briefing 5th October 2018 Summative assessment 31st January 2019 Formative Assessment 26th October 2018 Accommodated assessment 14th February 2019 Publication of assessment feedback 28th Feb 2019 Publication of Exam Board results 7th March 2019

You must check your course Moodle site for the Exam Board results.

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FAIR ASSESSMENT The University has robust processes in place to make sure that assessment is fair for all students and you can find out more on the Fair Assessment webpage http://www.arts.ac.uk/study-at- ual/academic- regulations/course-regulations/3-assessment/fair-assessment

As part of its approach to fair assessment the University has an Anonymous Marking Policy which means that for some assignments, where this is appropriate, the marker will not know the name of the student whose work they are marking.

This assessment will not be anonymously marked. However internal moderation and all other elements of the assessment process will remain in place for this assignment to make sure the assessment is fair, accurate and consistent for all students.

FORMATIVE ASSESSMENT SUBMISSION DETAILS

Date 26 October 2018 Time by 12.30pm (GMT) Location Submission online via Turnitin, located in the Research Methods for Buying and

Merchandising unit area on your course Moodle site. Accommodated Assessment deadline if your ISA includes additional time / ISA includes additional time for written and practical assignments:

Date 14 February 2019 Time by 12.30pm (GMT) Location Submission online via Turnitin, located in the Research Methods for Buying and

Merchandising unit area on your course Moodle site.

SUMMATIVE ASSESSMENT SUBMISSION DETAILS Date 31 January 2019 Time by 12.30pm (GMT) Location Submission online via Turnitin, located in the Research Methods for Buying and

Merchandising unit area on your course Moodle site. This assessment will be submitted via an online submission tool called Turnitin within Moodle. As part of the submission process, the University will utilise Turnitin to check the authenticity and originality of your work.

The TLE e-learning blog includes step-by-step guides to uploading assignments to both Moodle and Turnitin: http://elearningsupport.myblog.arts.ac.uk/student-help/student- help/assessment-how-to./

If you have difficulties uploading your assignment, please contact [email protected]. Additionally you can contact the e-Learning support team for help at [email protected].

N.B. These services are only available during office hours.

Please ensure you do the following:

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• Ensure your work clearly states a) your name and student ID number; b) your degree and year of study; c) the title of the unit and the name of the tutor;

• Do not hand your work in anywhere else. You should not hand in work prior to the hand in time unless your Course Leader has previously agreed this;

• You should submit your work personally, in order to be secure that it has been delivered on time and to the right location. Once you have submitted your work, you will not be able to access it again until after the assessment of your work has been completed;

• You must keep an electronic copy of all written and digital work; • Ensure you obtain a receipt upon submission (email or hard copy) and that you keep this receipt.

READING AND RESOURCE LIST

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Research Methods: Bryman, A. and Bell, E. (2015) Business Research Methods. 4th edn. Oxford, Oxford University press. Companion website – Bryman & Bell on-line resources website (Oxford University Press): http://www.oup.com/uk/orc/bin/9780199583409/ Or: Saunders, M., Thornhill, A. and Lewis, P. (2012) Research Methods for Business Students. 6th edn. Harlow: Financial Times/ Prentice Hall (e-book). Cottrell, S. (2014) Dissertations and Project Reports: A Step by Step Guide. 2nd Edition Palgrave Macmillan. Cameron, S. and Price, D. (2009) Business Research Methods A Practical Approach. CIPD London.

SPSS/ Statistical methods: Pallant, J. (2010) SPSS Survival Manual. 4th edn. Maidenhead: McGraw Hill. Available as e- book via http://www.arts.ac.uk/study-at-ual/library-services/e-library/ Norris, G., Qureshi, F., Howitt, Dennis and Cramer, Duncan (2012) Introduction to statistics with SPSS for the Social Sciences. 1st edn. Harlow, England; New York: Pearson.

FURTHER READING AND RESOURCES

Antonius, R. (2013) Interpreting Quantitative Data with IBM SPSS Statistics. 2nd edn. Los Angeles, Calif.  ; London: SAGE. Creswell, J.W. (2009) Research Design: Qualitative, Quantitative, and Mixed Method Approaches. 3rd edn. London: Sage Publications. Eisenhardt, K. M. (1989) ‘Building Theories from Case Study Research’, Academy of Management Review, 14(4), pp. 532-550. Field, A. (2009) Discovering Statistics Using SPSS. 3rd edn. London: Sage. Ford, N. (2012) The Essential Guide to Using the Web for Research. London: Sage. Kozinets, R. V. (2002) ‘The field behind the screen: using netnography for marketing research in online communities’, Journal of Marketing Research, 39(1), pp. 61-72. Gaimster, J. (2011) Visual Research Methods in Fashion. Oxford: Berg. Goulding, C. (2005) ‘Grounded theory, ethnography and phenomenology. A comparative analysis of three qualitative strategies for marketing research’, European Journal of Marketing, 39(3/4), pp. 294– 308. Kawamwa, Y. (2011) Doing Research in Fashion and Dress: An Introduction to Qualitative Methods, Oxford and New York: Berg (e-book). Kozinets, R. V. (2009) Netnography: Doing Ethnographic Research Online. London: Sage. Langley, R. (1971, 2003) Practical Statistics. New York: Dover. Myers, M. D. (2009) Qualitative Research in Business and Management. London: Sage Publications. Poynter, R. (2010) The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers. London: John Wiley & Sons. Raymond, M. (2010) The Trend Forecasting Handbook. London: Laurence King. Silverman, D. (2010) Doing Qualitative Research: A Practical Handbook. 3rd edn. London: Sage. Stutely, R. (2007) Definitive Guide to Business Finance: What Smart Managers Do with the Numbers. 2nd edn. [e- book]. London: FT / Prentice Hall. Available as e-book via http://www.arts.ac.uk/study-at- ual/library- services/e-library/ Yin, R. K. (2014) Case Study Research: Design and Methods. 5th edn. London: Sage.

JOURNALS Journal of Marketing Research Journal of Consumer Research Journal of Retailing

SCHOLARLY DATABASES (access via http://arts.ac.libguides.com/databases-a-z) Business Source Complete: scholarly business database, providing an extensive collection of

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bibliographic and full-text content. Emerald Management 150: scholarly publisher of journals and books in business and management Science Direct Journals: scholarly database of articles in the area of business and management

OTHER DATABASES (access via http://arts.ac.libguides.com/databases-a-z or LCF Blackboard) Datamonitor (including Verdict reports) Euromonitor Fame – Financial Analysis made easy Fashion Monitor Kantar - Fashion Track (access via Blackboard) LS:N Mintel Oxygen Nexis UK WGSN EDITED

WEBSITES

Writing a literature review: http://www.ssdd.bcu.ac.uk/learner/writingguides/1.04.htm Association for Qualitative Research, The: http://www.aqr.org.uk Association of Business Schools, The: http://www.the-abs.org.uk AT Kearney: https://www.atkearney.com Bain: http://www.bain.com British Household Panel Survey: https://www.iser.essex.ac.uk/bhps British Social Attitudes Survey (BSA): http://www.natcen.ac.uk/series/british-social-attitudes Deloitte: http://www2.deloitte.com/uk/en.html Designing Questionnaires and Surveys: http://www.statpac.com/surveys/ McKinsey: http://www.McKinsey.com MRS - Ethical Market Research: http://www.mrs.org.uk/standards/codeconduct.htm National Statistics Online: www.statistics.gov.uk/6

USING THE LIBRARY AND OTHER UAL ONLINE RESOURCES

E-resources jargon buster: http://issuu.com/artslib/docs/ways_in_to_e-resources UAL e- library: http://www.arts.ac.uk/library/

ZOTERO – REFERENCING SOFTWARE

Zotero is a free, easy-to-use tool to help you collect, organise, cite and share your research sources. You can download Zotero and watch tutorials on how to use the software here: http://www.zotero.org

LYNDA – ONLINE VIDEO TUTORIALS

Lynda.com provides 24-hour access to video courses focused on software topics and business skills training (including MS Excel and MS Word). You can access Lynda.com here: http://lynda.arts.ac.u k

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IMPORTANT INFORMATION Acknowledgements You must acknowledge any external (to the University) support that you have received during the research and writing of your assignment. You do not need to acknowledge support from UAL Language Support; UAL Dyslexia / Disability Service; LCF Study Support and LCF Writer in Residence. e.g. In the writing of this report I have received assistance from…

You should include the following statement: “I, [your ID number (excluding first 3 letters)], certify that this is an original piece of work. I have acknowledged all sources and citations. No section of this report has been plagiarised.”

(*) Plagiarism forms part of Academic Misconduct.

What is Academic Misconduct? Academic Misconduct refers to any form of academic cheating. Please note that if you choose to use any proof reading services outside the UAL Language Support, this may be subject to Academic Misconduct (category A). You are therefore advised to make use of services offered by the UAL only. UAL guidance on Academic Misconduct can be found on UAL Website

What happens if I fail a piece of work or miss the deadline? The UAL assessment website provides useful information on:

• What happens if you fail a piece of work or miss a deadline; • What to do if you are ill or have other extenuating circumstances; • How to avoid plagiarism in your work; • What to do if you want to appeal an exam board decision

Retrieval If you fail a unit, or fail to submit work by the agreed deadline, the Exam Board will normally allow you to ‘retrieve’ that failure through a ‘referral’ or ‘deferral’ opportunity.

• Referral is where you will be asked to resubmit work for assessment. This will be capped by the examination board at D- for the unit

• Deferral is when there are extenuating circumstances that have been accepted by the exam board. Any deferral work submitted will be uncapped, and you can receive the full range of marks

Further information can be found in the UAL Student Guide.

You must check your course Moodle site for the Exam Board decision and for details of any retrieval work set and deadline. You could be set a new question or asked to redo the original question.

New Question: you must check your course Moodle site for details of the new piece of work you have been set, the deadline and the member of staff you are required to contact for a referral tutorial.

Original Question: If you are asked to resubmit the original question, please note the original question is found in this unit handbook on pages 1-2.

Please note that it is your responsibility to contact your Referral Officer/Course Leader to take up the offer of any referral / deferral tutorial. You should contact your Course Leader if you are unsure of what you are required to do.