Researching consumer attitudes: investigating Ethical and Sustainable concepts for retail.
Anoushka10
Lecturenotes-20190105.zipfinal lecture 2 research methods introduction.pptx
Research Methods for Fashion Buying and Merchandising
BA (Hons) Fashion Buying and Merchandising
By the end of the day you should
Understand the assignment
Understand the research methods options and how to apply them
Have tools to help you identify and start to structure research an area that interests you.
Be able to use mind maps and Venn diagrams for your research
Understand how Gantt charts help to manage your research project
Have reviewed previous examples of work and the literature review.
What you will ALL have to do for this UNIT…..
What you will ALL NOT do for this UNIT…..
What shall I write about??????
I don’t know where to look for ideas?????
“I’m going to write about……..”
“Which question are you answering?”
MMMmm I don’t know….
What have you researched?
Scheme of Work:
Week 1 – “I’ll listen to what's said and think about what to write next week”.
Week 2 – “I didn’t get to speak to my tutor as I had to rush off to meet my friends/go to work/appointment at…..”
Week 3 – “I’ll do a bit of reading…..”
Week 4 – “%@£& I can’t submit my formative assessment as I have only read 2 articles and I have no idea how to write an plan for this assessment...”
What is the question retailers ask themselves most often?
What does the customer think?
What does the
customer like?
What will the
customer do?
What will make the
customer buy?
What will the customer pay for this?
What will make the customer buy more from us?
What does the customer
do in their spare time
What does the
customer need?
Only 2 rules in retailing..
Alison Kenney Paul Vice Chairman and U.S. Retail & Distribu6on Leader, Deloi>e LLP
Rule No. 1:
Know the customer
Only 2 rules in retailing..
The Customer is king
Alison Kenney Paul Vice Chairman and U.S. Retail & Distribu6on Leader, Deloitte LLP
Rule No. 1:
Know the customer
Rule No. 2:
Refer to Rule No. 1
The world around us
What is going on in the world?
Then consider the key things that you think will affect retailers in 2018
Brexit
Nuclear weapons – N Korea
Trump Administration
Value of the pound
Consumer confidence & values
Rising security concerns around the world
Change in business structure and ownership
Technology advances
Globalisaton
Changing weather patterns
Ethics and sustainability
Global health issues
Population Growth
Ageing population
Global and UK Issues
HOW DO YOU ANALYSE THE MACRO ENVIRONMENT????
11
| P | E | S | T | L | E |
| Political | Economic | Social | Technological | Legal | Environmental |
| P | E | S | T | L | E |
| Political | Economic | Social | Technological | Legal | Environmental |
| Brexit N Korea Trump Globalisation Sustainability | Trump Exchange Rate Competition Syria Globalisation Sustainability Population | Consumer Confidence Security Syria Weather Globalisation Ethics Population | AI VR AR Globalisation | N Korea Trump Globalisation Ethics Sustainability | N Korea Weather Globalisation Ethics Sustainability |
Retail issues 2018
Changing shopping habits
Decline of the high street
Cost of production
Consumer confidence
The rise and rise of mobile usage
Increasing payment options
Omni-channel retail
Importance of data -‐ and security
Bespoke for everything
Easy and experiential shopping
Social purchasing
Take out
14
In this unit we are focusing on research methods to inform your knowledge of :
Your choice from:
Range development: Research how UK brands and businesses decide to expand overseas; discuss potential for brand extensions, what would be the differential in product proposition and how would the brand communicate?
Researching consumer attitudes towards Ethical and Sustainable concepts for retail based on a market segment of your choice.
Researching the Luxury Brand experience: how brands present their image and ranges in the omni-channel marketplace (stores, online, outlets).
Change Red
15
Information is a source of learning. But unless it is organised, processed, and available to the right people in a format for decision making, it is a burden, not a benefit.
William Pollard Businessman
Author of Leader of the Future
Research methods
THE REPORT REQUIREMENTS
Indicative structure and word count:
A topic defined by means of a working title or research question.
Rationale and context for the research – 300 words
Literature review c. 700 words
Aims and objectives for the research – 200 words
Proposed research methodology - 500 words
Primary research findings and analysis – 800 words (including statistical analysis as appropriate and conclusions).
Conclusion, limitations and recommendations for further research – 500 words.
YOUR TOPIC, YOUR CHOICE
Research methods-‐ where do you start?
A topic defined by means of a working title or research question, for example:
The impact of Omni channel retailing on departmental stores on the UK high street.
Gender-Neutral clothing is a rising trend in Luxury Brands. Is gender neutral clothing a fashion trend (FAD) or does it represent a commercial opportunity for a high-street brands such as Topshop?
How important is evidence of an ethical supply chain to millennial female consumers?
Your topic should have 1 aim and 2-3 objectives:
Example:
The aim of this research is to identify whether gender-neutral fashion is just a temporary trend or if it is an opportunity that will develop from the luxury market to the high street.
This is very prescriptive and depends on the question?
21
Aim:
To identify whether gender-neutral fashion is just a temporary trend or if it is an opportunity business that will develop from the luxury market to the high street.
The objectives of this research paper are:
To explore what is driving the trend of gender neutrality.
To identify the opportunities and threats of a gender- neutral range for high street brands.
To review the life cycle of this trend to make recommendations to a high-street brand such as Topshop
Literature review and secondary research
What’s the difference?
Literature review and secondary research
Literature = published academic sources
Secondary research = market, business data
Academic paper sources
Reading about the subject and the concepts will form your literature review for the report
Part one of your secondary research
Secondary Research Why is it important for us to
understand macro and business trends and what are they?
Macro trends
Customers react to their environment and economic and social trends
Their behaviour is influenced by the behaviours of others, their reference groups and the market
Particularly if it affects their pocket, well-being or time
Business trends and performance data
7th Aug 2018 in administration.
10th Aug 2018 Mike Ashley buys business for £90 million.
Year end (28th Jan 2017) gross assets of £946.3m and made £14.7m net profit.
31 out of 59 stores to close by the end of the year.
Current issues surrounding paying suppliers and landlords.
https://www-drapersonline-com.arts.idm.oclc.org/news/sports-direct-acquires-house-of-fraser/7031661.article?search=https%3a%2f%2fwww.drapersonline.com%2fsearcharticles%3fparametrics%3d%26keywords%3dhof%26PageSize%3d10%26cmd%3dGoToPage%26val%3d3%26SortOrder%3d1
Update
29
“Fifth of UK high street retailers aim to cut staff in next three months. Online shopping and rising costs have changed the way retail works, says trade body”
(https://www.theguardian.com/business/2018/jul/26/fifth-of-uk-high-street-retailers-aim-to-cut-staff-in-next-three-months)
“Report predicts number of empty shops could rise to 100,000 within a decade. The Grimsey Review 2 makes a series of recommendations including an overhaul of the business rates system and a ban on out-of-town developments. It predicts nearly 70,000 high street jobs will disappear this year.”
(https://www.theguardian.com/business/2018/jul/04/high-streets-must-stop-relying-on-retail-says-expert-review)
Secondary Desk research
Sources (more next week)
The internet
Government statistics
Census data
Published reports, Mintel Verdict etc
Professional research
e.g. Family expenditure survey
The media, public and professional
Companies house reports
Data analytics - such as Edited
Using market data
To understand the market sector
Size and performance
New Entrants
To assess the competitive set
Market share
Pricing
Range mix & product choice
New introductions
Markdown activity
Visual merchandising
Promotions
Size support
EDITD
Making connections
Awareness
Spotting the links
Hypothesis
Remember we live in a global society. You have to be aware of what is happening at home and aboard……read the news and consume information in order to remain up to date
Good add to this
33
Venn Diagrams
Identify 3 key topics that inform the area of interest
Research area 1 say: the menswear market and growth opportunity
Key themes (concepts/ models)
Key authors
Research area 2: menswear consumer behaviour trends
Key themes ( concepts models)
Key authors
Research area 3: current market competitors and potential entrants
Key themes
Key authors
Example Research question:
What is the opportunity to go the menswear category for brand x in the UK?
Take out?
35
Researching consumer behaviour is the key
36
Using knowledge in the business
Market Data
Performance Data
Consumer Data
Decisions
Primary consumer research
Primary Consumer research
What is Research?
It is about careful search or enquiry
It is about endeavouring to discover facts or perceptions and attitudes.
MARKET
CONSUMER
Active research
There are two kinds of active research
Qualitative research is about depth
Usually involves talking to a small number of people in depth
Objective is to qualify or better understand specific issues
Quantitative research is about scale
Usually involves large amount of short, sharp interviews
Aim is to quantify the scale of issues
QUANTITATIVE
QUALITATIVE
Add references and examples
40
Quantitative
Why use Quantitative Research?
To understand ‘WHAT?’
Facts about profile and behaviour
To gauge the scale of issue or feeling
Used when volume of information is required
Used when proof is required
How does Quantitative Research work?
Usually questionnaire based
Usually short and focussed
Can be exit study, hall tests, telephone study, mail survey, can be in- home or street or shopping centre based but based on volume to be statistically robust
Has to e a big enough sample to be used confidently
Can be one-off or tracking
Usually closed questioning
Reference and add sources
41
Qualitative
Why use Qualitative research?
To understand ‘WHY?’
To understand attitudes and emotions
To probe more deeply
To allow full discussion and free flow of ideas
For research requiring a lot of stimulus material
How does Qualitative Research work?
Usually discussion based
Usually involves face-face
Can be focus groups, accompanied trips, depth interviews, friendship pairs, triads, video diaries, ethnography
Can be one-off or tracking
Open questioning
It is not about the number of people but more about what they say
Research
Qualitative and Quantitative are often used together
Qualitative methodology is used to establish how consumers feel about things and then followed up with quantitative research to establish the scale of feelings or response to certain approaches
+
= Mixed Method
Mixed method needs adding
43
The Customer
Successful retailers need to be Customer focused rather than product focused
They need to understand the attitudes and behaviours of their customers…
And their expectations about the whole experience of browsing and purchasing and receiving that product
“It is no longer enough to satisfy customers you must delight them”(Kotler 2000)
The Customer
Understanding the customer is critical
How will the customer behave with respect to buying
decisions?
What are their expectations?
What are their motivations?
What influences them to make a purchase?
How do they behave when they are presented with the combination of product, pricing, environment, service etc. that you offer?
Does your proposition make them more or less inclined to make a purchase?
In order to understand this- you must review your data objectively and maintain a constant dialogue with customers
Who is using your brand and why- consider not just age but attitude and lifestage?
Demographics are not enough
Take two British subjects:
both male
both born in 1948
both onto second marriage
both affluent
and both from well-known families…
Charles, Prince of Wales
Ozzy, Prince of Darkness
Love this
47
To help businesses understand the size, scale and importance of different groups of customers – and how these compare to the average in the population, in order to see where the gaps and opportunities lie
•Every brand has more than 1 type of customer
•To understand the customer base and to meet the customer needs, a brand needs to understand their key customer segments
•These segments will be groups of customers who behave in a similar manner and have similar characteristics
©eDigitalResearch 2015
What is segmentation?
Segmentation variants
Geographic
countries
regions
urban/rural
climate
Demographic
age
gender
income
occupa6on
body size
Psychographic
personality (outgoing, shy)
lifestyle (relaxed, adventurous)
social class (A, B, C1, C2, D, E)
Behavioural
usage rates (heavy, light)
loyalty status (loyal, non-‐loyal)
benefits sought (i.e. non-‐iron)
spend
segmentation
(Posner, H. 2015)
Harriet Posner table
49
Criteria for Segmenting and targeting your research
Measurable: Size, purchasing power can be measured
Accessible: Segments can be effectively reached and served
Substantial: Large or profitable enough to serve
Homogenous: Each segment must have the same characteristics
Different: Segments able to respond differently to different marketing mix elements & actions
Source?
50
NEXT WEEK:
“What is a Literature Review?”
Workshop Seminar
Following this you will need to select your choice and begin planning your assessment question.
REMEMBER!!! YOU WILL BE LEARNING THIS TOPIC NOW AND YOU WILL NEED IT FOR YOUR FINAL PROJECT OR DISSERTATION. IT WON’T BE TAUGHT AGAIN, ONLY REVISED NEXT YEAR.
THE TIME TO BEGIN READING AND RESEARCHING IS NOW!!!!
ANY QUESTIONS?????
Finally…………. Changes to your degree marking
Dual Algorithm for Undergraduate Degree Classification
1. The letter grades achieved for all final stage units, weighted according to the credit-rating of each unit.
OR
2. The inclusion of the highest graded 100 credits at level 5, at a weighting of 30% and all 120 credits at level 6, with a weighting of 70%.
Example:
LEVEL 5:
Research Methods (20 Credits) – D
Merchandise Planning & Trading (20 Credits) – B
CHS (20 Credits) – C
Retail Concept Development (40 credits) – C
Work Experience Based Learning (20 Credits) – C
LEVEL 6:
Futures & Innovation – A
Strategy part 1 – B
Strategy part 2 – A
FMP – B
30%
100 Best Credits
70%
54
Example:
LEVEL 5:
Research Methods – C
Merchandise Planning & Trading – B
CHS – C
Retail Concept Development – C
Work Experience Based Learning – C
LEVEL 6:
Futures & Innovation – A
Strategy part 1 – B
Strategy part 2 – A
FMP – B
30%
100%
70%
55
Final Seminar 2 research methods introduction.pptx
Research methods wk 1 Seminar
In this session you will have the opportunity to:
Q&A about the unit and the assignment
Explore potential research topics, focusing on aims and objectives.
Using mind maps and Venn diagrams
Identifying sources and readings….
Look at Gantt charts
How to use the library databases
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 4.
(submission to Turnitin)
Range development: understanding consumer percepAons and evaluating product ranges.
Researching consumer atttudes towards Ethical and Sustainable concepts for retail.
Researching the Brand experience and delivery of the ‘single customer view’.
Please download and read the addiAonal notes on Moodle-‐ review the assignment guide. Q&A in class
ASSIGNMENT GUIDE
TO HELP YOUR THINKING ON THESE TOPICS….
Activity 1
Defining your area of interest Q&A
15 minutes to discuss with a partner and start a mind map then feed back for Q&A
Which area is likely to interest you most?
Range development: Research how UK brands and businesses decide to expand overseas; discuss potential for brand extensions, what would be the differential in product proposition and how would the brand communicate?
Researching consumer attitudes towards Ethical and Sustainable concepts for retail based on a market segment of your choice.
Researching the Luxury Brand experience: how brands present their image and ranges in the omni-channel marketplace (stores, online, outlets).
5
Brainstorm areas for research - what’s of interest/what is in the news
What are the key factors affecting customer confidence today?
What are customers looking for?
What is new and innovative
Where/ which are the emerging commercial oportunities to research?
Factors to help you choose
Where do you want to work?
Which markets?
Which brands
Which segments/ demographics?
What would you want to research
Who/ what do you have access to?
capture your brainstorm in a mind map of your interests
hKps://info.examAme.com
Activity 2 Use your mind map to develop your Venn diagram 10 mins
Identify 3 key topics that inform the area of interest
Venn diagrams help identify areas for research
Homework
9
Range development: Targeting new consumer segments or evaluating product ranges
What areas would you look into for this?
Consumer segmentation and behaviour trends
Verdict, Mintel, WGSN, LS:N, Bain, next weeks lecture
Theory –STP marketing books-‐ re segmentation
Academic articles (emerald on line)
International Growth Markets
As above plus Deloitte & AT Kierney
International expansion and retail mix books
Growth product categories
As above
Strategic models such as Ansoff
Activity 4 - Info for homework
A Gantt chart is the best tool to help you plan a research project
Work backwards from the submission date (think critical path)
Identify key lectures and formative assignments and tutorials in the SOW
Whilst the detail of the chart will depend on whether you plan to start with Qualitative or quantitative research, you can start to plan your workload on a weekly basis.
Make it as detailed and thorough as you can
Link https://www. mindt oo ls . c o m/pages/ar A cle/ newPPM_03.htm
Yes
11
ar
Ion
Homework
Develop your Venn diagram and mind map for next week
Start reading to inform your literature review (more guidance next week)
Create a literature review record
Complete a project Gantt chart. Look at the SOW and decide when you need to complete elements of your research
The literature review process
① Read books or recommended articles
② Keep notes
③ Note KEYWORDS
④ Make a note of key references and others to follow up with
⑤ Generate keywords relevant to your research question
⑥ Search library
⑦ Conduct on line searches
⑧ Examine titles and abstracts for relevance
⑨ Retrieve selected items ( back to point 2)
⑩ Check regularly for new publications
Literature and secondary sources review grid
| Title / Reference | Topic | Key findings | QuotaIons / pages | Primary research methodology ( if any) | Key references for further reading |
Next week
Start reading
Decide which question you are answering
Plan your Gantt chart
Bring in your mind map
What is a literature review?
Take out
16
methodology.pptx
METHODOLOGY AND FORMATIVE ASSESSMENT
Methodology – not understood, no back up reading completed
Some titles not yet formulated
Good use of aims and objectives tables
Rationale clear and explained
Lack of referencing
Not enough research
Literature Review – some understood, some didn’t
Some topics too broad, virtually none too narrow
THIS IS NOT AN ESSAY!!!!!!
Formative Assessment – Key Points
Research Process: Overview
Adapted from: Saunders, M., Thornhill, A. and Lewis, P. (2015) Research Methods for Business Students. 7th ed. Harlow: Pearson Education.
Purpose of a Literature Review
It shares with the reader the results of the most relevant studies closely related to the topic.
It relates a study to the larger ongoing dialogue in the literature about the topic.
It fills in the gaps and extends prior studies.
It provides a benchmark for comparing the results of the study with other
findings.
Credits: Julie Dennison
Methodology
What’s the point?
Why do one?
Outlines and justifies
the overall approach to
the research
Both secondary and primary
Secondary……
…is part of your research and so needs to be explained in a methodology
But as a critical evaluation.
Purpose?
Demonstrate integrity of research process
Provide details of where the knowledge has come from (balance of academic v’s other)
Show your thinking (edited Literature)
Value of contributions
Purpose
Integrity of research process
Not made up
Logical progression of issues
Contemporary
Purpose
Provenance of knowledge
Everything is drawn from valid sources
Sources provide a credible overview (theory and market / industry information)
WHY IS THIS IMPORTANT?
Purpose
Show your thinking…
Selection of content
Order of sub-headings
Sequence of arguments
Purpose
Value of contributions
What are the various categories?
What are the strengths and weaknesses of each category?
Best example of each?
At UG level …….
…methodology includes the link between secondary and new (primary) research
What are initial
conclusions…..
..from the literature?
PRIMARY research AIM
Discussion of your AIM will be based on your Literature Review conclusions
Methodology
Things to cover:
Explain methodology (not just primary research)
Secondary research process
Conclusion - Aim
Primary research – what is it
Approaches (qualitative / quantitative)
NEW (PRIMARY) research
Need to identify:
Who to interview / what to observe
Why they are relevant / significant
Source of Primary data = sample
Sampling
Don’t need to research everyone (a
population)
Just a relevant sample’s views
Sampling
A Sample
Someone / thing whose views represent those
of a wider ‘population’
Population = wider group you are
researching
e.g. Male millennials in London who use m- commerce to buy fashion products
Sampling- process
Done for both Qualitative and Quantitative
research methods
Qualitative Interviews / Focus Groups
e.g. Why these respondents? What knowledge / experience / insights do they have? How many to interview?
Sampling- process
Done for Qualitative and Quantitative
research methods
Quantitative survey
Profile of respondents? (Right mix?)
VOLUME = more of an issue. How many is enough?
Where to find respondents? Databases?
Accessibility?
Sampling
How do you select a sample?
Profile of respondents (mix of views/characteristics)
Numbers important but not if MIX is wrong
Random selection is the most statistically measurable
In Your Report….
4. Proposed research methodology
4.1 Top-line research methodology - Research Philosophy
This needs to include some theoretical reasoning interpretivism or constructivism. Why you would use this over another? (YOU WILL NEED TO READ ABOUT THIS IN A TEXT BOOK)
4.2 Research approach - what approach you are taking; inductive or deductive?
4.3 Research strategy – what is the type of primary research? Is it quantitative, qualitative or mixed method?
4.4 Ethical considerations
Anonymity, purpose of the research, sensitivity.
4.5 Sample proposal
Who you spoke to and why? Where they representative of your target group?
4.6 Method of analysis - Include your table!!!
OBJECTIVE – RESEARCH METHOD – SAMPLE POPULATION – METHOD OF ANALYSIS
In Your Report…. contd
Research onion
Approaching the Research
Research Onion
Layer one – Research Philosophy
Layer two – Research Approach
Layer three – Research Strategy
Layer four – Time Horizons
Layer five – Data Collection Methods
Research Philosophy
How you think about development of knowledge
Positivism
Interpretivism
Realism
All different but not mutually exclusive
Realism recognises that there are socially constructed interpretations according to beliefs and viewpoints
Research onion
Approaching the Research
Research Onion
Layer one – Research Philosophy
Layer two – Research Approach
Layer three – Research Strategy
Layer four – Time Horizons
Layer five – Data Collection Methods
Deductive and Inductive Theory
Deductive is the most common view of the relationship between theory and research
The researcher creates a hypothesis that is subjected to empirical scrutiny ( systematic observation and analysis)
Test a theory
With an Inductive approach theory can be the outcome of the research
That is: drawing general inferences out of observations
Create a theory from data
Adapted from Bryman and Bell, 2015 p. 25
Inductive Research
Deductive Research
Research Onion
Layer one – Research Philosophy
Layer two – Research Approach
Layer three – Research Strategy
Layer four – Time Horizons
Layer five – Data Collection Methods
Research onion
Approaching the Research
Research Strategies
Experiment
Survey
Case Study
Grounded Theory
Ethnography
Action Research
Time horizons
Cross Sectional
Snapshot in time
Longitudinal
Diary to record change over time
Data Collection – Multi methods an advantage to triangulate evidence
Quantitative Approach
Surveys
Questionnaires
Structured Observations
Qualitative Approach
Unstructured Observations
Unstructured Interviews
Focus Groups
Open ended surveys
.MsftOfcThm_Accent1_Fill { fill:#4472C4; } .MsftOfcThm_Accent1_Stroke { stroke:#4472C4; }
W9_Qual_Research_Methods_1819.pptx
Qualitative Research Methods
Interviews – focus groups & Sampling Methods – Observational Research Methods
Christopher Hazlehurst, [email protected]
Overview
What is qualitative research?
What qualitative research methods are there?
What are interviews?
What are group interviews? What are focus groups?
What are observations?
Qualitative Research
What is the difference between qualitative and quantitative research?
What is the contribution that qualitative research can make to understand a research question/problem or a business decision?
3
Assignment
Range development
Researching consumer attitudes
Researching the Luxury Brand Experience
Qualitative Research Methods can provide us with rich and deep insights for all of these
Re-cap from last week
(from Gogus, 2018)
Our focus is on steps 4, 5 & 6 but we do it with
Interviews
Focus groups
Observations
Example 1 – Range Development
White Stuff – international sales have grown 41.9% vs last year
Growth in Germany, Belgium and Italy
But it withdrew from Denmark
Why is that? What is the perception customers in the Scandinavian market have of White Stuff?
https://www.retailgazette.co.uk/blog/2017/08/sales-up-profits-down-white-stuff-continues-international-expansion/
Example 2 – Attitudes towards S&E Brands
H&M is recognised as one of the most sustainable fashion brands
Really? Does it mean customers perceive it as sustainable?
Does it make customer feel better to go shopping there?
https://apparelresources.com/business-news/sustainability/kering-hm-recognised-sustainable-textile-companies/
Example 3 – Luxury Brand Experience
An increasing number of luxury stores are seeking to open an outlet in St. Pancras International
Is shopping while travelling becoming more important to high-end customers?
Is it a simple branding exercise?
Do customers like to go shopping in smaller transit-placed shops or prefer going to the flagship stores? Why?
https://www.retailgazette.co.uk/blog/2017/05/high-end-retailers-open-st-pancras-international/
Christopher Hazlehurst (CH) -
Re-cap on Market Research Types
Descriptive
Exploratory
Definitions of Qualitative Research
In-depth insight into how participants see a matter, what their opinions and views are
Data collection is not standardised, we do not follow a strict set of questions over and over again
Questions asked are adapted for each participant
Uses non-random purposive sampling
Examples of Qualitative Research in Business
Focus groups are a commonly used tool in customer research
Asking about brand perception, experiences
Finding new opportunities or discussing options
Examples of Qualitative Research Methods in Academia
Interviews are used to understand the perceptions and ideas in of people in relation to a certain model or theory
In management often used to see if people follow a certain pattern, for example when they decide to leave their job
Qualitative vs Quantitative
QUANTITATIVE
Generalisable
Numerical
Hypotheses
Logical
Replicability
Needs a larger sample (min 30)
Static
QUALITATIVE
Case-Specific
Word-based
Interpretations
Sense-making
Individual
Can be fewer but more in-depth sample
Flexible
Comparison
What do you think?
Is one better than the other?
Is one easier than the other?
Review of Qual vs Quant.
This is an ancient academic debate
They complement each other – mixed methods is becoming more common
Relevant and valid for their respective situations
They both have challenges and tricky parts but also benefits
They are only the means – You still need to analyse the data you obtain!
Overview of Typical Qualitative Methods
Interviews
Semi-Structured
Unstructured
Group Interviews
Unstructured
Semi-Structured
Focus Groups
Observations
Interviews - Introduction
Purpose of Interviews
To get interviewee’s point of view
To understand how they describe a situation, product, view from their perspective
Chance to ask for follow-ups or elaborations
To find answers to our research questions which we couldn’t answer ourselves
When to use Interviews in research
Issue is complex
Participants feel comfortable to show their face
Resources and infrastructure is in place
Personal contact is important
High number of questions
When NOT to use Interviews in Research
Trying to obtain generalisable results
Topic is highly sensitive and people feel more comfortable completing a questionnaire
Questions are fixed and structured
Formats
Standardised or Structured
Non-Standardised
Face-to-Face
Telephone
Electronic
One-to-many
One-to-one
Standardised or Structured Interviews
Listen and observe!
What do you like about this approach?
Do you think this approach is useful?
What do you not like about this approach?
Standardised or Structured Interviews
Fixed set of questions – not allowed to vary it
Free text, categories, ranking
Closed-ended questions
Seeking to obtain short and precise answers
Have a larger sample size
More quantitative than qualitative!
Unstructured or Information Interviews
Listen and observe!
What do you like about this approach?
Do you think this approach is useful?
What do you not like about this approach?
Unstructured or Information Interviews
Informal & do not follow a structure
Exploring a topic in-depth
Interviewee talks freely about experiences, views, relationships or behaviours in regards to the topic
Also called informant interview
Beware! It’s easy to loose focus!
Semi-structured Interview
Listen and observe!
What do you like about this approach?
Do you think this approach is useful?
What do you not like about this approach?
Semi-structured Interview
Non-standardised but they follow a list of themes and key questions
Questions you ask can vary
Order of questions may vary
You have an interview guide or schedule ready with you
Group Interviews/ Focus Group
Can also be semi-structured, or unstructured
Added dimension of having multiple participants there
Often between 4-6 – more than 5 is difficult to manage
Researcher acts as moderator, asking questions and guiding the conversation
Important to keep the conversation focused on the topic
Focus Group or Group Interview?
Some writers prefer the term group interview
Terms are used interchangeable
Focus group is a FORM of group interviews but the key focal point is often on the interaction of the participants rather than the answers
Focus Group or Group Interview?
More participants – more considerations
Grouping people so that they will not inhibit each other
Need to keep everybody involved and encouraged
Ensuring understanding among participants
Test the understanding of participants
Location needs to be neutral
Layout of seating – who sits next to whom? It does make a difference
Focus Group Example
Key focus: interaction and discussion of a topic
How do the dynamics of the group lead to the construction of shared meaning?
A group of Scandinavian customers and how they debate their perception of White Stuff
Saturation – when enough is enough
Time or assignment guidelines often set the limit of how much you can do
Normally you follow the rule that you stop conducting interviews or focus groups when you do not receive any additional information
Technology and interviews
Can be more practical in certain situations
Voice-only takes your ability to respond and react to non-verbal clues
You lose some element of control
Loss of connection, audio and video control issues
Sampling for Qualitative Research
Often non-random, more purposive
Snowballing
Think about who do you think has the answers to the questions - you may need to review and expand after you have done a few interviews
Get some variability – increase the quality of your data
Avoid researching in your own bubble (simply your friends)
Inviting Participants
The first impression people get of your research
Keep a professional tone (you are representing LCF)
Hi, I am doing this bit of research for uni, I am trying to get your opinion about luxury brands and it would be amazing if I could ask you some questions …
Hello(Dear) so and so,
Working towards the completion of my degree in BA Fashion Buying and Merchandising I am currently researching XYZ. It would be beneficial for my research project to get your insights on this matter…
Ethical Considerations
Anonymity and confidentiality are important – keep them at all times
Store any information or data in a secure place
Inform your participants have your participant information sheet with you at all times – give them a copy
Obtain their signature for the consent form, offer to counter-sign a copy for them as well
Remind your participant that they can refuse an answer or end the interview at any time
Give them a reasonable deadline until which they can withdraw their data
Data Quality Issues
Reliability/dependability
Interview and Interviewee bias
Participation bias
Generalisability
Preparing for an Interview
There are three key steps
Develop a good knowledge of the topic
Turn your research question into themes
Schedule the interviews, select appropriate locations
Bear your own safety in mind! Public over Private Place!
Structuring the Interview
Your appearance – that’s where it starts
Opening comments – incredibly vital – plan what you are going to say
Plan your questioning (remember these are not set in stone, the order and nature of the questions may change)
Vary your interview, mix different question types
Give the interview a ”verbal structure” … next question … last question … the next section …
Question Types
Open
Probing
Specific
Other
Your role as Interviewer or Moderator
Be aware of your conduct
Signal interest, avoid looking bored
Actively listen to what is said – that takes practice!
Summarise and scope
Example Questions
What are relevant factors for you when you go cloth shopping?
Do you check the price before you decide to purchase then?
Do you go shopping at H&M?
Preparing for a Group Interview
Preparation is similar, follow the same steps
Think about who you group together, what the setting is like
Have some tools ready to get everybody involved
Maybe bring in an Ice Breaker if people do not know each other (unless of course that is the purpose of the research)
Schedule more time
Interview Guide Example
Keeping hold of the data
We conduct interview to collect data that we can analyse. How do we actually obtain that data?
Note Taking
Always write down contextual data
Location of Interview
Time & Date
Setting
Background Info of participant
Some notes how the interview went
Always write things down while you interview – it signals interest
Recording
Audio or video
Seek prior permission
Always have a back-up device
Have a good quality recording device
Group interviews might be better video recorded
Preparing for Analysis - Transcribing
Normally audio and video recordings are transcribed
You write down every single word and who said it. This includes ‘aehms’ and ‘you knows’
It’s very time consuming – it took me 6.5h to transcribe a 30 minute interview
Example Transcript
Include in Appendix!
Primary Research – What else?
You have learned about surveys, interviews, group interviews and focus groups
How else can we collect primary data?
Definition of Observation
Systematic viewing, recording and description as well ad analysis and interpretation of people’s behaviour
Participant observation
Structured observation
Internet-mediated observation
4 types
Complete Participant Research
You the researcher become member or the group you want to research
Immersing yourself in the community
Not revealing your identity as researcher
Ethical concerns!
Complete Observer Research
Still not revealing your purpose, but you are staying apart from any activities within the group
Observing people unbeknownst
No interaction with participants
Observer-as-participant
Mainly observing still, but you are informing those that you research about your purpose
Interaction is kept to a minimum
Trying to blend into the background
Participant-as-observer
You reveal your purpose and take part in any activities
Is useful when your research would involve developing trust and meaningful relationships to people
How to chose with approach to take?
Purpose
Your status
Time
Suitability
Access
Ethical Considerations
Data Collection during Observations
Note-making
Primary
Secondary
Experiential
Contextual
Observation Sheet
Observer Error
Lack or over-familiarity with understanding
Misinterpretation of things
Observer drift
Observer Bias
Not having the time to develop a deep understanding of interpreting the situation objectively
Relying on your own subjective view
Use books & literature in your discussion to avoid!
Observer Effect
Summary
Qualitative and Quantitative research complement each other
Interviews, group interviews (focus groups) and observations can be used to obtain qualitative data to answer your research questions
There are various approaches to those and you need to choose and argue which is most appropriate to answer your research question
Week 4 LITERATURE REVIEW.pptx
LITERATURE REVIEW
A critical review of relevant literature (published knowledge)
Range development: Research how UK brands and businesses decide to expand overseas; discuss potential for brand extensions, what would be the differential in product proposition and how would the brand communicate?
Researching consumer attitudes towards Ethical and Sustainable concepts for retail based on a market segment of your choice.
Researching the Luxury Brand experience: how brands present their image and ranges in the omni-channel marketplace (stores, online, outlets).
WHAT IS YOUR QUESTION???????????
Literature Review - Developing the content
IN THE NEWS IN THE LAST FEW WEEKS…….
https:// www.businessoffashion.com/articles/intelligence/the-company-that-resurrected-juicy-couture-has-big-plans-for-herve-leger
https:// www.businessoffashion.com/articles/professional/live-event-debrief-what-the-end-of-ownership-means-for-fashion
https:// www.cnbc.com/2018/08/30/inside-hema-alibabas-new-kind-of-superstore-robots-apps-and-more.html
Literature Review - Developing the content
Rationale/Introduction is about justification
Literature Review is about in-depth analysis of
all relevant materials
Literature Review Developing the content
MIND MAPPING =
About organising your thoughts
Hierarchy of subject content e.g. most logical progression of subject
Establishing relationship among different content (ideas, arguments, facts )
List of contents
Small introduction (set the scene/aim) if needed
First of main themes – followed by subcontent e.g.
1.0 Defining luxury
1.1 academic concepts
1.2 evolving industry perspectives
Literature Review Developing the content
Be selective about what you write – you can’t cover everything
Consider – in relation to your title (re-read title regularly)
Books, Academic Journals, Media Reports, Market Research.
ANY PUBLISHED DATA!
What does this mean? Do I need to read further to get clarification?
Evaluate – what does this mean? Is it relevant to my research? Do I need it?
How does this inform my subject? How does it relate?
What did I learn? Did this affect the viewpoint I am presenting?
READ
UNDERSTAND
SELECT
APPLY
REFLECT
Within your analysis:
Explain how the theme is relevant
Analyse any significant controversies (critical analysis)
Are there any inconsistencies in published points of view relating to the area? (Limitations)
Is your reading leading you to change your view? How?
Literature review – process
Analyse published facts, data, opinions & arguments (relevant and appropriate)….then build into the discussion
e.g. What is the role of the influencer in fashion? Examples……….
Well researched
Need to demonstrate you have read widely So reference:
Theory from academic journal articles
Theory from books
Market research data
Specialist reports (e.g. banking reports)
Industry databases (wgsn / drapers etc)
Journalism – authoritative (across any media)
Literature?
Published materials that deal with a topic.
Containing relevant facts, data, theory, examples, arguments, analysis, opinions and other information to be used.
Selection is centred around chosen topic.
What is a Literature Review?
Slightly different perspectives:
Critical review of the sources
Or
Body of work where arguments and analysis are developed to come to a conclusion on what is known
Literature Review - NOT
A critique of the sources, ie, what a book is, what a journal article is, what is media…..
A summary of what you have read, ie, review of each item you have read.
Consumer STP
Journal Article 1
Mintel Report 1
Brand DNA
Journal Article 1
Mintel Report 1
Book 1
Book 1 Chapter 2
Burberry Heritage
Brand DNA
Journal Article 1
Burberry Direction
Change of Brand DNA
Mintel Report 1
Brand Recognition
Consumers
Defining Luxury
Book 1
Journal Article 1
What is involved?
Organised discussion and analysis of existing knowledge that begins to answer your title/research question
Discussion about what (expert) authors/organisations & industry already know about your topic
Has sequential, numbered sections
Literature Review - purpose
SHOW WHAT IS KNOWN...on the subject
Reveal the relevant knowledge (sources) you have explored & examined (relevant and credible)
Provide theoretical and factual (evidence) basis
Identify Gap(s) in knowledge to subsequent primary research
Literature review
Analyse facts, data, opinions (relevant and appropriate), arguments….then build on it
Where there are conflicting views? Build them into the discussion / analysis e.g. Bricks and Mortar retailing is dead due to M-commerce
Literature review
Scope / limitations of the review What is relevant? e.g. Technology in retailing (only focusing on consumer interface)
Set out the arguments (and context for that point of view) and then those that challenge it
What is your aim?
Discover / find out what is known about……..
Purpose? Identify Gap(s) in knowledge to INFORM subsequent primary research
Well developed argument
Reflect on Title – what is the Q? Remind yourself frequently….
How will each section deliver on it?
Sequence main ideas and elements of the argument.
What you need to find out but can’t from the secondary research BECOMES the primary research.
Research onion
Key skills involved
Organise your thoughts/plan action (mind mapping)
Targeted reading
Don’t describe
Analyse (what does this mean?)
Compare and contrast opinions
Illustrate points with examples
Paraphrase & cite sources
Evaluate
Week 4
Methodology and quantitative research design
Objectives of this session
Review of progress to date
To remind you of best practice in writing up the literature “review and secondary research”
To introduce the concept of research philosophy
Refining your aims and objectives
To introduce the concept of research ethics.
To scope designing your quantitative research
The research process
Literature review grid
| Title / Reference | Topic | Key findings | Quotations / pages | Primary research methodology ( if any) | Key references for further reading |
Aim and Objectives
How to establish a relationship between the proposed research question, your aim and your objectives?
Some examples using colour coding to identify themes
What is a research question?
It’s the topic of your research, formally stated and based on a review of the literature
Leads to your final title
Drives your aim and objectives
32
What is the opportunity for sportswear retailers to introduce fashion forward collections to appeal to new young fashion customer segments?
To examine the market the market for sportswear and growth segments
To examine the nature and opportunity for athleisure ranges
To evaluate and explore the consumer attitudes to and wants from fashion brand extensions
Writing up the secondary research or literature review
The literature review is where you demonstrate
that you are able to engage in scholarly debate and review based on your reading and understanding of others in the ‘field’.
The existing literature on a topic is a means of developing an argument about the significance of your research and where it leads.
Your literature review should clearly link back to your aims and objectives.
Checklist
Have you identified the key writers, theorist and models to answer:
What is already known about this area?
What concepts and theories are relevant to this area?
Which research methods and strategies have been used to research the area?
Are there any significant controversies – different positions?
Are there any inconsistencies?
What are the unanswered research questions? (justification…)
Checklist
Do you have an appropriate mix of:
Key texts or books
Academic journals and papers
Commercial, consultative business data sources
Are you overly dependent on e sources or websites
Are you confident in the credibility and reliability of your sources?
How to write up your literature review
A presentation of key themes- organise your paragraphs into key topics. Use subheadings to help you.
A critical review of the concepts
A critical review of inconsistencies, challenges and debate on the topic
A clear link to your research topic, summary of how the literature informs your perspective
An identification of research gaps and opportunities
Informs potential methodology.