Innovation in research methods assessment: Presentation by Matteo Montecchi, University of the Arts, London


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Matteo Montecchi (London College of Fashion, University of the Arts London) explains how to frame primary data collection activities as a result of literature and secondary data analysis. This presentation was part of the HEA-funded project “Innovation in the Assessment of Social Science Research Methods in UK HEIs”. The project was led by Luke Sloan, Cardiff University.

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Innovation in research methods assessment: Presentation by Matteo Montecchi, University of the Arts, London

  1. 1. Innovation in Research Methods Assessment Matteo Montecchi Lecturer in Fashion Branding and Retail Strategy, University of the Arts , London College of Fashion School of Management and Science University of Cardiff, 17/06/2013
  2. 2. Context - Units: Fashion Business Research & International Fashion Business Research; - Credit Rating: 20 (at level 5); - Course(s): BA(Hons) Fashion Management and MSc International Fashion Management (Integrated Master) at London College of Fashion; - Teaching: 10 weeks, teaching week 1 to 9, assignment submitted in week 10; - No. of Students: 155
  3. 3. Fashion Business Research - Teaching and Learning Strategy (Overview) Lectures A + B Seminar: Research Skills (RS) Workshop: Statistical Methods (SM) Assessment S S S S
  4. 4. Fashion Business Research - SOW W1 Introduction to research design Research design. Quantitative, qualitative and mixed methods strategies - overview; W2 Philosophy of Social Sciences Ontology; Epistemological positions; Paradigms in social research (overview); W3 Planning a research project and reviewing the literature Planning a research project and formulating research aims, objectives and questions; Ethics in business and management research; Reviewing the academic literature and engaging with what others have written; W4 Secondary Research and financial analysis Secondary analysis and official statistics: financial analysis, using financial accounting; W5 Introduction to qualitative research The nature of qualitative research; Sampling strategies in qualitative research; Conducting focus groups and interviews; Case Study Research; W6 Quantitative research The nature of quantitative research; Sampling strategies in quantitative research; Survey research; Questionnaire design; Structured observations and content analysis; W7 Advanced Qualitative research Ethnography; Organisational ethnography; Access, sampling and field notes; Qualitative data analysis, coding; W8 Tutorials Assignment Tutorials W9 Internet and social media research / Trend Forecasting / Conclusions Internet and social media research; Web-analytics; Netnography; Fashion trend forecasting; The anatomy of a trend; Trend forecasting companies and services; Avoiding academic misconduct. + Statistical Methods Seminars
  5. 5. Assessment Strategy: the Research Project Final output: report (3000 words) Stage 1: research planning and literature review Stage 2: secondary research (financial/market data analysis) Stage 3: primary research (data collection and analysis)
  6. 6. Assessment Strategy: the Research Project - Stage 1 and 2 - Students selected a fashion company (Asos, Marks & Spencer, Zara, H&M); - Students selected a specific issue/topic to investigate. This had to be relevant to one of the following four macro-areas: - Retail experiences: the customer experience in the retail store; - Digital marketing: customers’ engagement and interaction via digital and social media; - Customer service: customers’ perceptions / evaluations of customer service; - Pricing and sales promotion: customers’ reactions and attitudes towards pricing policies and/or sales promotions. - Students defined one research aim and three research objectives; - Using the research aim as a “guide”, students conducted a preliminary review of the academic literature relevant to the selected research topic; - Students conducted secondary research on the chosen company and the sector/market in which it operates
  7. 7. Assessment Strategy: the Research Project - stage 3 - Building on the results of the secondary research, students conducted primary research to further explore the selected research topic. - Students had the opportunity to select one of the following two options and had to justify their choice in the report: - Option A – Qualitative research followed by quantitative research - Option B – Quantitative research followed by qualitative research - Within each option, students selected the appropriate data collection methods
  8. 8. FBR Report: key features FBR Report Literature review: students were asked to focus on academic journals (access to UAL resources and databases) Clear link between unit structure/delivery and report content/ structure; Students collected and analysed different sets of primary data (Students experienced different research methods) Survey; Focus Groups / Semi- structured interviews; Observations (formative.);
  9. 9. Feedback - Positive feedback received by students (unit evaluations): - “Learning about different research methods”; - “Structured report layout in unit hand book”; - “Preparation for dissertation; helpful/important”; - Positive feedback received by members of staff: - “the structure of the research undertaken has improved significantly” (term 3 - unit leader);
  10. 10. Thank you! Matteo Montecchi