1. Fashion MARKETING TID1131

2. Market Research Understanding Secondary & Primary research Understanding Quantitative & Qualitative research

3. What is market research? Market research is the collection and analysis of data from a sample of individuals or organizations relating to their characteristics, behaviour, attitudes, opinions or possessions. It includes all forms of marketing and social research such as consumer and industrial surveys, psychological investigations, observational & panel studies. The Market Research Society The systematic design, analysis and reporting of data and findings relevant to a specific marketing situation facing the company. Phillip Kotler (2000)

4. Market research Research into a specific market covering areas such as…. Market Size Competition Market share Consumer profiles Market potential Segmentation studies

5. Marketing research Research into ALL aspects of marketing products and services such as…. Promotion and creative research Pricing research Distribution research Competitor analysis Trade analysis Product research Consumer research Market research

6. Types of research Quantitative research Information relating to numbers – quantity. Method - surveys Qualitative research To find out the ‘HOW’ and ‘WHY’ Method – Interviews, group discussions, observations

7. Which is it? Task… Against each of these put either quantitative OR qualitative. Market Size Competition Market share Consumer profiles Market potential Segmentation studies

8. 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

9. Research design Exploratory research – Wide researching exploring the problem Descriptive research – Defining a description of the variables Causal research – Determines the relationship between variables

10. Data sources Secondary source data – Data that has been collected either inside or outside the company for OTHER purposes. (Low cost) – Government statistics – Trade information – Books, journals, newspapers – Accounts – Sales figures – Company reports – Financial reports – Customer complaints

11. 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

12. Which is it? Task… 1.Against each of these put either secondary OR primary. –Market Size –Competition –Market share –Consumer profiles –Market potential –Segmentation studies 2.Now define the exact secondary source or primary research method that maybe used.

13. Questionnaire design Tasks to consider… Preliminary decisions Question content Question wording Response format Question sequence Questionnaire layout Test and revise

14. Now it is time to have a go! At RESEARCH methods….