An Exploratory Research..
EXPLORATORY RESEARCH REPORT
Contents Introduction and background 3 Importance of the research 3 Scope of the report 3 Research problem/question & Objectives 3 Method 4 Methodological considerations and assumptions 4 Sample considerations 5 Data collection and framework, and analytical considerations 5 Ethical considerations 5 Analysis 5 Findings and Recommendations 6 Limitations 7 References 8 APPENDIX A 9 APPENDIX B 26
Introduction and background
Importance of the research As a marketing manager, it is important to know consumers’ attitude towards a certain product which then leads to the intension to purchase and the actual behaviour. The importance of this research is to predict intention of the behaviour, which then leads to the actual behaviour. This report will be seen through the lens of the marketing theory ‘Theory of Planned Behaviour’ (TPB). Kim and Karpova, (2010) suggest the TPB explains how an individual’s attitude towards behaviour, subjective norm, and perceived behavioural control predict intension which in turn leads to behaviour.
Furthermore, Zikmund, Ward, Lowe, Winzar, & Babin (2011) suggest that ‘Basic research’ attempts to expand the limits of knowledge, and is conducted to verify the acceptability of a given theory or to learn more about a certain concept. Therefore the importance of this research is to ultimately narrow the research down into something more specific as this research is very broad in scope.
Scope of the report
In relation to the scope of the report, Australians over the age of 18 have only been selected to participate in this research, therefore this report excludes the motives of younger teenagers, and the scope of this report is only Australian adults. Furthermore this report only explores the fashion motives of men and women aged up to 29; as a result of this, men and women aged over 29 have been excluded. Also, interviews conducted in this research have only discussed clothes as a fashion
Contents Introduction and background 3 Importance of the research 3 Scope of the report 3 Research problem/question & Objectives 3 Method 4 Methodological considerations and assumptions 4 Sample considerations 5 Data collection and framework, and analytical considerations 5 Ethical considerations 5 Analysis 5 Findings and Recommendations 6 Limitations 7 References 8 APPENDIX A 9 APPENDIX B 26
Introduction and background
Importance of the research As a marketing manager, it is important to know consumers’ attitude towards a certain product which then leads to the intension to purchase and the actual behaviour. The importance of this research is to predict intention of the behaviour, which then leads to the actual behaviour. This report will be seen through the lens of the marketing theory ‘Theory of Planned Behaviour’ (TPB). Kim and Karpova, (2010) suggest the TPB explains how an individual’s attitude towards behaviour, subjective norm, and perceived behavioural control predict intension which in turn leads to behaviour.
Furthermore, Zikmund, Ward, Lowe, Winzar, & Babin (2011) suggest that ‘Basic research’ attempts to expand the limits of knowledge, and is conducted to verify the acceptability of a given theory or to learn more about a certain concept. Therefore the importance of this research is to ultimately narrow the research down into something more specific as this research is very broad in scope.
Scope of the report
In relation to the scope of the report, Australians over the age of 18 have only been selected to participate in this research, therefore this report excludes the motives of younger teenagers, and the scope of this report is only Australian adults. Furthermore this report only explores the fashion motives of men and women aged up to 29; as a result of this, men and women aged over 29 have been excluded. Also, interviews conducted in this research have only discussed clothes as a fashion
References: Aronson, J. (1994). A pragmatic view of thematic analysis. The qualitative report,2(1). Christy, R., Wood, M. (1999). Researching possibilities in marketing. Qualitative market research, 2(3), 189-196 Kim, H., &Karpova, E. (2010). Consumer attitudes toward fashion counterfeits: application of the theory of planned behaviour. Clothing & textiles research journal, 28(2), 79-94. Zikmund, W., Ward, S., Lowe, B., Winzar, H., & Babin, B. (2011). Marketing Research. Melbourne, Australia: Cengage Learning.