BA (HONS) FASHION BUYING AND MERCHANDISING RESE.docx

BA (HONS) FASHION BUYING AND MERCHANDISING
RESEARCH METHODS FOR BUYING AND
MERCHANDISING
Unit code FU001443
Credit rating 20
Stage 2
Level 5
Unit Leader Stephanie Liberman ([email protected])
Teaching team Stephanie Liberman, Lois Baile, Christopher
Hazelhurst
Timetable Accessible via UAL Timetables
Academic Year 2018/19
INTRODUCTION
This unit gives you the opportunity to further develop your
practical research skills in order to lay the
foundations for future self-directed projects later this stage and
in the final stage. Academic
underpinning, evaluative thought processes and problem solving

skills will be key in demonstrating that
you have the required tools to undertake an in depth critical
review of a specific area within the fashion
business environment. A full range of primary research methods
such as focus groups, interviews and
questionnaires will be designed and evaluated. There will be a
more detailed and extensive
investigation of the secondary resources available to you
through the College and University library and
e-library. You will be shown how to manage the research
process and how to analyse and present your
research findings in the context of the fashion industry.
ASSESSMENT AND PROJECT BRIEF
• 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 3.
1. Range development: how UK brands expand overseas and
how this affects the product ranges.
2. Researching consumer attitudes: investigating Ethical and
Sustainable concepts for retail.
3. Researching the Luxury Brand experience: how brands
present their image in the omni-channel

marketplace (stores, online, outlets).
The report will allow you to study a consumer demographic that
is of interest to you and will evidence
your ability to academically and commercially identify the aims
and objective of a piece of individual
research, supported by a robust literature review and evaluation
of secondary data. The research
methodology proposal will show your understanding and
application of an appropriate research strategy
and analysis methods within an ethical framework. You will
design, conduct and analyse a small
quantitative and qualitative study. To conclude the report you
should include an evaluation of data from
the study, recommend improvements and identify the limitations
of the study approach.
Indicative structure and approximate word count:
1. A topic defined by means of a working title or research
question.
2. An Abstract – not included in the word count.
3. List of contents and tables – not included in the word count.
4. Rationale and context for the research (300 words)
i. Presentation of the current environment or future trends that
justify the proposal of
the research topic.

5. Literature review (700 words)
i. Identification of the conceptual framework that underpins the
research topic.
ii. Critical evaluation of key texts and studies that define,
explore and evaluate
what is currently known about the topic as defined within the
contextual
framework.
6. Aims and objectives for the research (200 words)
i. Identification of the ‘knowledge or research gap’ and
opportunity – aim.
ii. The objectives that relate clearly to the single aim.
7. Proposed research methodology (500 words)
i. Statement of top-line research philosophy.
ii. Ethical considerations.
iii. Research design including quantitative survey and any
qualitative ‘discussion
guide’ or interview template.
iv. Sample proposal.
v. Method of data analysis.
8. Findings of secondary and primary research (including
statistical analysis as appropriate).
(800 words)
9. Conclusion and limitations (500 words).

10. Reference list – not included in the word count.
11. Bibliography – not included in the word count
Appendix: (not included in the word count)
• Questionnaire raw data.
• Transcription, coding and analysis for qualitative research.
• SPSS statistical analysis data.
You should refer to the full assignment brief on Moodle for
further information and advice
on completing this assignment.
3
SCHEME OF WORK
Week Session Topic and Learning Activity Self-Directed Study
Activities
W
ee
k
2
1s

t O
ct
ob
er
2
01
8
Lecture:
Introduction to the unit.
Planning a research project; aims, objectives and
questions.
Defining research methods - qualitative and
quantitative research methods overview.
Seminar:
Unpack the brief.
Introduction to the reading necessary. Library talk re
databases. Planning workload and choosing a
subject.
Weekly checklist:
Set up your project Gantt
chart.
Log onto e-research
sources.
Develop your mind map
and Venn diagram for
next week’s seminar.

Reading: Bryman & Bell
(2015), Chpts 1 and 4.
Lewis & Saunders
(2012), Chpts 1 and 2
Cottrell (2014) Chpt 2
W
ee
k
3
8t
h
O
ct
ob
er
2
01
8
Lecture: What is a Literature Review? Introduction
to Theoretical models.
Seminar: writing the question planning the research.
What is a Rationale?

Refining your research
ideas and drafting your
research proposal
Reading:
Bryman & Bell (2015), Chpt
3,
Cameron & Price (2009),
Chpt 5
W
ee
k
4
15
th
O
ct
ob
er
2
01
8
Lecture: Methodology & ethical considerations,

Sampling and research design.
Seminar: Literature Review Workshop
Develop your research on
secondary sources.
Reading: Bryman & Bell
Chpt, 3 and 14
Lewis & Saunders (2012)
Chpt 3.
Cottrell (2014) chpt 9
Cameron and Price (2009)
Chpt 6 and 7
W
ee
k
5
22
nd

O
ct
ob
er
2
01
8
Lecture: Formative Assessment Requirement
Seminar: Researching for you literature review,
defining your topics.
Formative Assessment: Submit report title on
Moodle with outline.
Prepare your research
proposal for submission via
Moodle by 12.30pm on
Friday 3 February 2019.
4
29

th
O
ct
ob
er
2
01
8
ACTIVITIES WEEK
W
ee
k
6
5t
h
N
ov
em
be

r
20
18
Lecture: Research philosophy; Scoping a primary
research
Seminar: Planning research methodology proposal grid
and thinking about primary research.
Reading on the shopping
experience and consumer
behavior to be advised on
Moodle
Lewis & Saunders chpts 4
and 5
Bryman and bell chpts 7 and
17
chpt 8

W
ee
k
7
12
th
N
ov
em
be
r
20
18
Primary Research week. No Classes
Bryman and Bell chpts 3
and 27
W
ee

k
8
19
th
N
ov
em
be
r
20
18
Lecture: Interviews and focus groups & sampling
methods. Ethnographic and observational research.
Data analysis & SPSS workshop
Seminar: Methodology Workshop
Lewis & Saunders chpt 5
Pallant (2013) chpts 1, 2, 3 and
4
Cameron and Price (2009) Chpt

10
W
ee
k
9
26
th
N
ov
em
be
r
20
18
Seminar: Designing survey questions, Working with
Survey Monkey & Google forms.
Quantitative and Quantitative methods

Bryman and Bell chpts 9, 10,
11, 19, 21
Lewis & Saunders chpts 9, 10
and 11
Cottrell (2014) chpt 17, 18 and
19
chpt, 15, 16 and 17
W ee k
Seminar: Analysing your quantitative results –
5
recording and coding results. Writing up quantitative
results
TUTORIALS

Bryman & Bell chpt 15
W
ee
k
11
7t
h
Ja
nu
ar
y
20
19
Seminar: Analysing your qualitative results –
recording and coding results. Writing up quantitative
results
Bryman & Bell chpt 24

Cameron and Price (2009) chpt
chpt 19
WINTER BREAK
W
ee
k
12
14
th
J
an
ua
ry
2
01
9
Seminar: Data analysis sessions –

ISA Students requesting
Accommodated Assessment
should contact their unit leader
at least 2 weeks in advance of
the general deadline.
W
ee
k
13
21
st
J
an
ua
ry
2
01
9
Lecture: Assignment and best practice review and
Q&A.
Make the grade summary and checklist.
Grading Criteria
Seminar: Report structure and writing workshop

TUTORIALS
Cottrell (2014) chpts 22, 23 and
24
W
ee
k
14
28
th
J
an
ua
ry
2
01
9
Seminar: Report structure and writing support
workshop
Report submission

The scheme of work is intended only as an outline of topics to
be covered and is not a definitive list of
what will be included in individual sessions.
From time to time alterations may be made to the scheme of
work to take account of students’
progress and unforeseen events or opportunities. If so, you will
be informed in advance where
possible, but check Moodle daily.
6
ASSESSMENT METHOD
This unit is assessed holistically (100% of the unit).
• An individual written report (3,000 words)
Assessment will be against the specified marking criteria.
LEARNING OUTCOMES (& MARKING CRITERIA FOR
ASSESSMENT)
Upon successful completion of the unit you will be able to
demonstrate:

1. Evidence of research, analysis, innovation and creativity in
order to develop solutions to a
self- directed brief (research, analysis, subject knowledge,
experimentation,
communication and presentation);
2. Appropriate research processes encompassing investigation
design and data analysis.
(research, analysis, subject knowledge, technical competence,
experimentation);
3. Critical appraisal of the limitations of research methodology
and the awareness of ethical
and professional protocol (personal and professional
development, collaborative
and/or professional development);
4. Application of project planning and management skills in
order to achieve your
negotiated research activities (personal and professional
development,
collaborative and/or professional development).
The assessment website provides an overview of all the key
course regulations for your course.
SCHEDULE OF KEY DATES

Briefing 5th October 2018
Summative assessment 31st January 2019
Formative Assessment 26th October 2018
Accommodated assessment 14th February 2019
Publication of assessment feedback 28th Feb 2019
Publication of Exam Board results 7th March 2019
You must check your course Moodle site for the Exam Board
results.
10
FAIR ASSESSMENT
The University has robust processes in place to make sure that
assessment is fair for all students
and you can find out more on the Fair Assessment webpage
http://www.arts.ac.uk/study-at-
ual/academic- regulations/course-regulations/3-assessment/fair-
assessment
As part of its approach to fair assessment the University has an
Anonymous Marking Policy which
means that for some assignments, where this is appropriate, the
marker will not know the name of the
student whose work they are marking.
This assessment will not be anonymously marked. However
internal moderation and all other elements of
the assessment process will remain in place for this assignment
to make sure the assessment is fair,

accurate and consistent for all students.
FORMATIVE ASSESSMENT SUBMISSION DETAILS
Date 26 October 2018
Time by 12.30pm (GMT)
Location Submission online via Turnitin, located in the
Research Methods for Buying and
Merchandising unit area on your course Moodle site.
Accommodated Assessment deadline if your ISA includes
additional time / ISA includes
additional time for written and practical assignments:
Date 14 February 2019
SUMMATIVE ASSESSMENT SUBMISSION DETAILS
Date 31 January 2019

This assessment will be submitted via an online submission tool
called Turnitin within Moodle. As part
of the submission process, the University will utilise Turnitin to
check the authenticity and originality of
your work.
The TLE e-learning blog includes step-by-step guides to
uploading assignments to both
Moodle and Turnitin:
http://elearningsupport.myblog.arts.ac.uk/student-help/student-
help/assessment-how-to./
If you have difficulties uploading your assignment, please
contact [email protected]
Additionally you can contact the e-Learning support team for
help at [email protected]
N.B. These services are only available during office hours.
Please ensure you do the following:
http://www.arts.ac.uk/study-at-ual/academic-
http://www.arts.ac.uk/study-at-ual/academic-
mailto:[email protected]

10
• Ensure your work clearly states a) your name and student ID
number; b) your degree and year of study;
c) the title of the unit and the name of the tutor;
• Do not hand your work in anywhere else. You should not
hand in work prior to the hand in time unless
your Course Leader has previously agreed this;
• You should submit your work personally, in order to be secure
that it has been delivered on time and to
the right location. Once you have submitted your work, you will
not be able to access it again until after
the assessment of your work has been completed;
• You must keep an electronic copy of all written and digital
work;
• Ensure you obtain a receipt upon submission (email or hard
copy) and that you keep this receipt.

READING AND RESOURCE LIST
10
Research Methods:
Bryman, A. and Bell, E. (2015) Business Research Methods. 4th

edn. Oxford, Oxford University press.
Companion website – Bryman & Bell on-line resources website
(Oxford University Press):
http://www.oup.com/uk/orc/bin/9780199583409/
Or:
Saunders, M., Thornhill, A. and Lewis, P. (2012) Research
Methods for Business Students. 6th edn.
Harlow: Financial Times/ Prentice Hall (e-book).
Cottrell, S. (2014) Dissertations and Project Reports: A Step by
Step Guide. 2nd Edition Palgrave
Macmillan.
Cameron, S. and Price, D. (2009) Business Research Methods A
Practical Approach. CIPD London.
SPSS/ Statistical methods:
Pallant, J. (2010) SPSS Survival Manual. 4th edn. Maidenhead:
McGraw Hill. Available as e-
book via http://www.arts.ac.uk/study-at-ual/library-services/e-
library/
Norris, G., Qureshi, F., Howitt, Dennis and Cramer, Duncan
(2012) Introduction to statistics with SPSS
for the Social Sciences. 1st edn. Harlow, England; New York:
Pearson.
FURTHER READING AND RESOURCES
Antonius, R. (2013) Interpreting Quantitative Data with IBM
SPSS Statistics. 2nd edn. Los Angeles, Calif. ;
London: SAGE.
Creswell, J.W. (2009) Research Design: Qualitative,
Quantitative, and Mixed Method Approaches. 3rd
edn. London: Sage Publications.
Eisenhardt, K. M. (1989) ‘Building Theories from Case Study

Research’, Academy of Management
Review, 14(4), pp. 532-550.
Field, A. (2009) Discovering Statistics Using SPSS. 3rd edn.
London: Sage.
Ford, N. (2012) The Essential Guide to Using the Web for
Research. London: Sage.
Kozinets, R. V. (2002) ‘The field behind the screen: using
netnography for marketing research in online
communities’, Journal of Marketing Research, 39(1), pp. 61-72.
Gaimster, J. (2011) Visual Research Methods in Fashion.
Oxford: Berg.
Goulding, C. (2005) ‘Grounded theory, ethnography and
phenomenology. A comparative analysis of
three qualitative strategies for marketing research’, European
Journal of Marketing, 39(3/4), pp. 294–
308.
Kawamwa, Y. (2011) Doing Research in Fashion and Dress: An
Introduction to Qualitative Methods,
Oxford and New York: Berg (e-book).
Kozinets, R. V. (2009) Netnography: Doing Ethnographic
Research Online. London: Sage. Langley, R.
(1971, 2003) Practical Statistics. New York: Dover.
Myers, M. D. (2009) Qualitative Research in Business and
Management. London: Sage Publications.
Poynter, R. (2010) The Handbook of Online and Social Media
Research: Tools and Techniques for
Market Researchers. London: John Wiley & Sons.
Raymond, M. (2010) The Trend Forecasting Handbook. London:
Laurence King.
Silverman, D. (2010) Doing Qualitative Research: A Practical
Handbook. 3rd edn. London: Sage.
Stutely, R. (2007) Definitive Guide to Business Finance: What
Smart Managers Do with the Numbers.
2nd edn. [e- book]. London: FT / Prentice Hall. Available as e-
book via http://www.arts.ac.uk/study-at-
ual/library- services/e-library/

Yin, R. K. (2014) Case Study Research: Design and Methods.
5th edn. London: Sage.
JOURNALS
Journal of Marketing Research
Journal of Consumer Research
Journal of Retailing
SCHOLARLY DATABASES (access via
http://arts.ac.libguides.com/databases-a-z)
Business Source Complete: scholarly business database,
providing an extensive collection of
http://www.oup.com/uk/orc/bin/9780199583409/
http://www.arts.ac.uk/study-at-ual/library-services/e-library/
http://www.arts.ac.uk/study-at-ual/library-%20services/e-
library/
http://www.arts.ac.uk/study-at-ual/library-%20services/e-
library/
http://arts.ac.libguides.com/databases-a-z)
10
bibliographic and full-text content.
Emerald Management 150: scholarly publisher of journals and
books in business and
management Science Direct Journals: scholarly database of
articles in the area of business
and management
OTHER DATABASES (access via

http://arts.ac.libguides.com/databases-a-z or LCF Blackboard)
Datamonitor (including Verdict reports)
Euromonitor
Fame – Financial Analysis made easy Fashion
Monitor
Kantar - Fashion Track (access via Blackboard)
LS:N Mintel Oxygen
Nexis UK
WGSN EDITED
WEBSITES
Writing a literature review:
http://www.ssdd.bcu.ac.uk/learner/writingguides/1.04.htm
Association for Qualitative Research, The:
http://www.aqr.org.uk
Association of Business Schools, The: http://www.the-
abs.org.uk AT
Kearney: https://www.atkearney.com
Bain: http://www.bain.com
British Household Panel Survey:
https://www.iser.essex.ac.uk/bhps
British Social Attitudes Survey (BSA):
http://www.natcen.ac.uk/series/british-social-attitudes Deloitte:
http://www2.deloitte.com/uk/en.html
Designing Questionnaires and Surveys:
http://www.statpac.com/surveys/ McKinsey:
http://www.McKinsey.com
MRS - Ethical Market Research:
http://www.mrs.org.uk/standards/codeconduct.htm
National Statistics Online: www.statistics.gov.uk/6

USING THE LIBRARY AND OTHER UAL ONLINE
RESOURCES
E-resources jargon buster:
http://issuu.com/artslib/docs/ways_in_to_e-resources UAL e-
library: http://www.arts.ac.uk/library/
ZOTERO – REFERENCING SOFTWARE
Zotero is a free, easy-to-use tool to help you collect, organise,
cite and share your research sources.
You can download Zotero and watch tutorials on how to use the
software here: http://www.zotero.org
LYNDA – ONLINE VIDEO TUTORIALS
Lynda.com provides 24-hour access to video courses focused on
software topics and business skills
training (including MS Excel and MS Word). You can
access Lynda.com here:
http://lynda.arts.ac.u
k
http://arts.ac.libguides.com/databases-a-zor
http://www.ssdd.bcu.ac.uk/learner/writingguides/1.04.htm
http://www.aqr.org.uk/
http://www.the-abs.org.uk/
http://www.atkearney.com/
http://www.bain.com/
http://www.iser.essex.ac.uk/bhps
http://www.natcen.ac.uk/series/british-social-attitudes

http://www2.deloitte.com/uk/en.html
http://www.statpac.com/surveys/
http://www.mckinsey.com/
http://www.mrs.org.uk/standards/codeconduct.htm
http://www.statistics.gov.uk/6
http://issuu.com/artslib/docs/ways_in_to_e-resources
http://www.arts.ac.uk/library/
http://www.zotero.org/
http://lynda.arts.ac.uk/
http://lynda.arts.ac.uk/
11
IMPORTANT INFORMATION
Acknowledgements
You must acknowledge any external (to the University) support
that you have received during the research
and writing of your assignment. You do not need to
acknowledge support from UAL Language Support;
UAL Dyslexia / Disability Service; LCF Study Support and LCF
Writer in Residence.
e.g. In the writing of this report I have received assistance
from…
You should include the following statement:
“I, [your ID number (excluding first 3 letters)], certify that this
is an original piece of work. I have
acknowledged all sources and citations. No section of this
report has been plagiarised.”
(*) Plagiarism forms part of Academic Misconduct.

What is Academic Misconduct?
Academic Misconduct refers to any form of academic cheating.
Please note that if you choose to use any
proof reading services outside the UAL Language Support, this
may be subject to Academic Misconduct
(category A). You are therefore advised to make use of services
offered by the UAL only.
UAL guidance on Academic Misconduct can be found on UAL
Website
What happens if I fail a piece of work or miss the deadline?
The UAL assessment website provides useful information on:
• What happens if you fail a piece of work or miss a deadline;
• What to do if you are ill or have other extenuating
circumstances;
• How to avoid plagiarism in your work;
• What to do if you want to appeal an exam board decision
Retrieval
If you fail a unit, or fail to submit work by the agreed deadline,
the Exam Board will normally allow you to
‘retrieve’ that failure through a ‘referral’ or ‘deferral’
opportunity.
• Referral is where you will be asked to resubmit work for
assessment. This will be capped by the
examination board at D- for the unit
• Deferral is when there are extenuating circumstances that have
been accepted by the exam board.

Any deferral work submitted will be uncapped, and you can
receive the full range of marks
Further information can be found in the UAL Student Guide.
You must check your course Moodle site for the Exam Board
decision and for details of any retrieval work
set and deadline. You could be set a new question or asked to
redo the original question.
New Question: you must check your course Moodle site for
details of the new piece of work you
have been set, the deadline and the member of staff you are
required to contact for a referral
tutorial.
Original Question: If you are asked to resubmit the original
question, please note the original
question is found in this unit handbook on pages 1-2.
Please note that it is your responsibility to contact your Referral
Officer/Course Leader to take up the offer
of any referral / deferral tutorial. You should contact your
Course Leader if you are unsure of what you are
required to do.
BA (HONS) FASHION BUYING AND MERCHANDISING
RESEARCH METHODS FOR BUYING AND
MERCHANDISINGAcademic Year 2018/19ASSESSMENT
AND PROJECT BRIEFYou should refer to the full assignment
brief on Moodle for further information and advice on
completing this assignment.SCHEME OF WORKLEARNING

OUTCOMES (& MARKING CRITERIA FOR
ASSESSMENT)SCHEDULE OF KEY DATESFAIR
ASSESSMENTFORMATIVE ASSESSMENT SUBMISSION
DETAILSDate 26 October 2018SUMMATIVE ASSESSMENT
SUBMISSION DETAILSDate 31 January 2019Please ensure you
do the following:READING AND RESOURCE LISTFURTHER
READING AND RESOURCESJOURNALSWEBSITESUSING
THE LIBRARY AND OTHER UAL ONLINE
RESOURCESZOTERO – REFERENCING SOFTWARELYNDA
– ONLINE VIDEO TUTORIALSIMPORTANT
INFORMATIONAcknowledgementsWhat is Academic
Misconduct?What happens if I fail a piece of work or miss the
deadline?Retrieval

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