In form better and more precise questions of the

In this chapter the overall approach to implement the previously proposed research is presented. In bibliography there is a variety of academically credible research strategies (Saunders, Lewis & Thornhill, 2012) i.e. studies, surveys, ethnography etc. In the present research a conjunction of research strategies to be adopted is proposed e.g. surveys and case study in order to gain exploratory findings and get a range of perspectives (Hesse-Biber and Leavy, 2011).Since surveys can be time consuming, a hybrid approach is proposed consisting of limited interviewing surveys and wider targeted open questionnaires. Qualitative semi-structured interviewing utilizing open-ended questions will encourage meaningful responses (Patton, 1990) and provide an in-depth insight into the position and behavior of the consumer towards online garment marketing and retailing. For example the questions ‘How do you evaluate garment quality online and offline?’ and ‘What motivates you to purchase garments online over the physical store?’ can aid to this purpose. Additionally, the results of the interviews can be used to form better and more precise questions of the questionnaire.Quantitative questionnaires will include questions with a targeted limited range of responses in order to produce answers that are easily quantifiable for the subsequent data analysis. A few representative examples of questions that can be included are: ‘Have you ever purchased garments online?’, ‘How many times have you bought garments online?’ etc. The case study: the characteristics of an individual garment, in terms of quality, purchased in both online and offline store environment will be observed. Basically it constitutes an experiment and its purpose is to examine further the research question of the potentially lower quality garments sold in the online channel by physically touching the garment.


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