Division of Marketing and Retail

Data Analysis Techniques in Marketing (MKTP008) SUMMATIVE ASSESSMENT 1 This module is assessed 100% by group coursework with the aim of replicating core business practices in marketing. The assessment consists of two linked pieces of work: analysing and coding qualitative data to generate a project brief (35%) and a business report including a revised quantitative data set (65%). The project brief should be 1000 words in length, due by 11am on Thursday 3^rd March The business report should be 2000 words in length, due: by 11am on Thursday 7^th April This document refers to the project brief due on 3^rd March 2022 only. One assignment per group should be submitted via the assignment submission link in the module Canvas site on the 3^rd March 2022. Please ensure that your student registration numbers and module code are stated on every page of your assignment (either in the header or footer). An assignment cover sheet should be completed and attached to the front of your assignment. Cover sheets will be available via the module Canvas site. It is the individual responsibility of each student to ensure that their submitted work is free from plagiarism and due acknowledgement is given to all sources. For details on plagiarism including the Universitys policy on plagiarism, students should consult: https://www.stir.ac.uk/about/professional-services/student-academic-and-corporate-services/academic-registry/academic-policy-and-practice/quality-handbook/academic-integrity-policy-and-academic-misconduct-procedure/ Once marked, you will receive your grade and feedback on your assignment via the module Canvas site. Information on how to use TurnItIn can be found at: https://canvas.stir.ac.uk/courses/3228/pages/using-turnitin-to-check-your-work The two parts of the assessment will cover the following Module Learning Outcomes:

Project brief and analysis of qualitative data	MLOs: 2,3 & 4
Business report and analysis of quantitative data	MLOs: 1,2,3 & 4

Assignment 1: Analysing and Coding Qualitative Data to Generate a Project Brief The purpose of assignment one is to explore the complexities, depth and insight that can be generated from an interview transcript and to identify what further research should be undertaken as a result of your groups coding and analysis. This should include identifying proposed research outcomes as a consequence of the core themes identified in the text. The project brief should provide detail on how further qualitative research you propose as a group will build on the qualitative data provided here. Once you have read the transcript which is at the end of this document on a number of occasions, as a group you need to explore the following:

• What different types of characteristics is the respondent displaying?
• How do these manifest in different situations?
• What meanings are given to different activities?
• How does the respondent become involved with or adapt to a situation?
• What are the inter-relationships between different types of shopping experiences?
• What is the role of others in facilitating or detracting from the shopping experience?
• What patterns are emerging in relation to the individual and their shopping experiences?
• Can these be differently interpreted? How? Why?
• What are the key themes in the transcript?
• How might organisations change or modify their service to ensure the key experience\\service issues are addressed?
• What more information needs to be generated to fully understand shopping experiences? And what method\\s would be most appropriate and why?

Once you know the answers to these questions, you can write a short (1000 words) project brief that integrates a balanced overview of the analysis of the transcript. Remember, your analysis is not simply a description of the contents of the transcript. Using evidence from the transcript to support your proposal, your project brief should reflect a reasoned and objective view of what you have read, what future research method\\s is proposed and how this information is useful from a business perspective. PROJECT BRIEF Assessment Criteria Your project brief will be marked by the following assessment criteria:

• Outlines relevant key themes and appraises the selection of future research technique\\s to be employed
• Establishes rationale for objectives and sample
• Develops a clear and balanced assessment of the transcript, including evidence from the interview to support any argument\\s
• Recognises the limitations of the transcript and interpretation\\s
• Illustrates the ability to identify the relevance of the interview text for practitioners\\industry
• Overall understanding of topic, clarity, structure and logic of brief
• Presentation language, referencing, spelling and grammar

N.B. Please note that any module marks returned to students during semester are provisional until confirmed by the relevant Examination Board. Module Administrator Lynne McCulloch Contact: l.a.mcculloch@stir.ac.uk External Examiner The External Examiner(s) for this module is: Dr Diana Gregory-Smith Chief Examiner The Chief Examiner(s) for this module is: Professor Julie Tinson As well as the Divisional Chief Examiner, Stirling Management School has a Faculty Chief Examiner, Dr Najib Murad N.B. Please note that any module marks returned to students during semester are provisional until confirmed by the relevant Examination Board. Referencing The Stirling Management School recommend using the Harvard Stirling University Referencing Style (HSU). The following brief information will help you to get started using HSU but you should consult the Harvard Stirling University Guide on the Library web pages (http://libguides.stir.ac.uk/Harvard-Stirling) for more detailed guidance, additional reference types and updates. This information is also available in the Management School Undergraduate Student Handbook which is available on Canvas. To acknowledge a paraphrased idea put the reference information in brackets next to the idea used. For example: There is some evidence (Smith 1995) that these figures are incorrect. OR Smith (1995) has provided evidence that these figures are incorrect. Multiple Authors: If a reference has two authors include both e.g. (Smith and Richardson 2013) but if it has more than two authors give only the first name followed by et al. e.g. (Johnston et al. 2012). Example Reference List / Bibliography Anderson, R.C. and Klofstad, C.A. (2012) Preference for leaders with masculine voices holds in the case of feminine leadership roles. Plos One. 7 (12), e51216. Available: http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0051216 [Accessed: 30 July 2014]. Creating the Kelpies (2014) [Television Broadcast] BBC 2 Scotland, 6 May. Gilmore, S. and Williams, S. eds. (2009) Human resource management. Oxford: Oxford University Press. Roberts, I. (2003) Sociology and industrial relations. In: P. Ackers and A. Wilkinson eds. Understanding work and employment: industrial relations in transition. Oxford: Oxford University Press, pp. 31-42. Scottish Government (2011) Economic strategy: transition to a low carbon economy. Scottish Government. Available:http://www.scotland.gov.uk/Topics/Economy/EconomicStrategy/LowCarbon [Accessed:28 March 2012]. The Hobbit: an unexpected journey (2013) [DVD] Directed by Peter Jackson. Los Angeles: Warner Bros. Pictures. Information on all referencing styles can be found here: http://www.stir.ac.uk/is/student/writing/referencing/howto/ EXTENSIONS FOR COURSEWORK If you are unable to submit your coursework on time, you should complete an Extension Request form (available on Canvas) as soon as possible, asking for an extension to your submission date. In line with University Regulations, extensions for coursework can be granted only in exceptional circumstances and, wherever possible, agreed in advance. Details of acceptable grounds for granting extensions can be found at: http://www.stir.ac.uk/academicpolicy/handbook/assessment/ Please note that the decision to grant extensions is an academic decision; self-certification and/or medical evidence is taken into account but does not guarantee an automatic extension. Decisions on extension requests within Stirling Management School will be taken by the Chief Examiner in collaboration with the Module Coordinator. FEEDBACK The University takes feedback very seriously and, along with the Students Union, have developed a Feedback Policy and Student Guide to Feedback. Full details can be found at: https://www.stir.ac.uk/about/professional-services/student-academic-and-corporate-services/academic-registry/feedback-on-student-work/ MARKING SCHEME Details of the Common Marking Scheme can be found at: https://www.stir.ac.uk/about/faculties-and-services/academic-registry/regulations/undergraduate/assessment-and-award-of-credit/ ACADEMIC MISCONDUCT The University has an agreed policy setting out procedures for dealing with academic misconduct. Details can be found at: http://www.quality.stir.ac.uk/ac-policy/assessment.phphttps://www.stir.ac.uk/about/professional-services/student-academic-and-corporate-services/academic-registry/academic-policy-and-practice/quality-handbook/academic-integrity-policy-and-academic-misconduct-procedure/ Students should familiarise themselves with The Little Book of Plagiarism and The Little Book of Academic Misconduct, which can be found in the Canvas site for this module. TRANSCRIPT TO BE CODED AND ANALYSED: Clothing Shopping Experiences Pre and During the Pandemic Female, 31 I = Interviewer P= Participant I Im interested in your shopping experiences clothing particularly and how perhaps this has evolved since before March 2020 [pre pandemic] and now P So Im very keen on in-store shopping and this is predominantly how I will shop for clothes when I can. The main reason is I like to be able to see the products in person, I think sometimes online the colours are different. I like to be able to try them on. Again, sizes can really differ between different retailers and also that is part of the experience for me going shopping is not only do you get to look around but you get to try on the products. I guess during the pandemic I had to embrace online a lot more which is fine when the retailers provide an easy return service. So if you could buy online and if there was free delivery, that was also amazing, but the issue is that you would get really excited and you might buy 5 or 6 tops, trousers, dresses that you liked and then theyd arrive and they wouldnt fit, the colour would be funny, the material would be itchy. You know you might get one [that suited] but as long as it was nice and easy to send back that would be ok. So a good example there would be ASOS. They make it really easy for you. Theyve got an app, you can filter by size, colour, whatever, and then it is so easy if you want to send stuff back. They just send a QR code to your phone and you just take that to the post office and it goes back, but you lose a bit of that experience of going into a shop, trying it on there and then and making the decision. Usually, if you go to a store, you would enjoy the experience, try on lots of different clothes and even if you went with a friend as well. They might be able to say, that looks great on you! or, oh, Im not sure and thats part of [the shopping experience] as well. Sometimes shop assistants get involved as well. For me, I like being able to go home from the shop with things that I know I love and feel that Ive had a really productive day and Ive got myself a whole new wardrobe. Nowadays Im more likely to shop online, and Im going back into stores when I can, but there is a bit more of a risk factor [with online shopping] because you got all excited but when it arrives, it doesnt fit or you dont like it. If you had it in your head that [online purchase] was what you were going to wear to whatever event you were going to and it arrives and you think, oh Im just going to have to wear something Ive already got because thats terrible. I There is a lot in there! Ok, so can I check if your shopping experience is typically linked to an end goal? Do you shop with the express intention of buying something to wear to go out to an event, say, or is it more of an activity? P Both to be honest. I think there are often times when I need something so I might have an interview, a party, a night out, it might be because Ive put on weight or lost weight so I might need to replace clothing. But sometimes I just go because I enjoy the buzz of the shops. I enjoy being around others, sometimes I like looking to see what other people have picked up because there are some shops, like Zara for example, that are really popular and every time I ask someone where they got something [they were wearing] from they say Zara, but when I go in to Zara I dont know how to shop in that shop. I wouldnt shop in Zara online, but if I go into the shop and see other people pick up things up and I like them, I just try and find what theyve picked up. I So what makes Zara so difficult to shop in? P I mean thats personally. Its quite fashionable I guess and they have very basic clothing but also quite trendy, pattern-heavy products but I think my style is just a bit more simple. I sometimes struggle to put things together whereas in other shops, like Oasis it was a bit easier to find a nice top and trousers or dress, it was just a bit easier for me to see what [items] go together whereas in Zara it would be a crop top and a blazer and big flared trousers. And you just think, I bet that would look really amazing, and Im sure if I saw someone else wearing that Id think it looks great but it is maybe just too cool for me. I think it depends on your style. I very much shop for something to do or sometimes just to get inspiration or to meet friends. You might go for lunch but you might have a limited number of options after youve been for lunch so you could go for a couple of drinks or a wander round the shops. The experience perhaps is that your friend needs to buy an outfit and they want your help so you are vicariously having a shopping experience through them. I love shopping although I know there are people who avoid it all costs but I would do it if I had nothing else to do and if I needed something. I So different shops will put together different items for you so you can visualise what you might look like in them and some shops are better at doing that than others. But does the layout of different shops make it more or less accessible to find clothes you want to buy? P Yes, so Zara is really trendy. Everywhere you look, it is difficult to identify evening wear, daytime wear or you can, but its not segmented in certain areas. In other stores, even like Marks and Spencer, you go in and youve got either the branded area Per Una and then all the jeans are together, all the knitwear is together so you think, right. Im freezing, I need a jumper and a new pair of jeans. Its just easier to find what you are looking for. I suppose it depends on your need state or your reason for shopping. But Zara is more of a fashion, aspiration, inspiration type shop because its maybe not about function. You go in there to be additional or be extra fashionable whereas other shops it is outdoor wear, causal wear. New Look is a good example actually, they have a whole section that is night out so dresses, skirts, and quite simple as well. So a black top with a red skirt something you can easily visualise. Or casual wear where theyve got all the hoodies. So I think if you know what it is you are looking for you would head to that section. Whereas in Zara, for me, personally, it is more explorative. Everything is up for grabs, you decide when you wear it. Its an identity thing. Other shops identify what you might be looking for in advance and help put it together. Zara shoppers are probably already trendy, identity sure. They know what they are going in for or they know their style and they know how to work [navigate] the shop. If I go into Zara and I want a nice top, the nice tops are EVERYWHERE. Then you realise there is an extra floor you didnt realise was there and then you think, oh no. But I think Im probably the exception to the rule there because everyone else in my life loves Zara. Top Shop was the same, I couldnt shop in that shop either. I You mentioned shopping with friends and shop assistants. If you are shopping for yourself, do you prefer to shop alone? P I think I prefer shopping for clothes for myself by myself. The reason for this is that unless I know specifically what Im looking for, like a white blouse, then having a friend would be quite good because I could say that was exactly what I was looking for, Im a size 12, I dont want it to have any ties or collars up my neck, you could almost describe what you are looking for and then every shop you went into you could say, oh its not here and move on to the next one. If you are shopping and you dont know what you are looking for, sometimes I would worry that the friend that is with me is getting a bit bored or when they dont shop for themselves and they are literally your shadow, they just follow you, I find that quite stressful. Again it depends because sometimes I like nothing better to have a friend because you are trying on the outfits and posing in them yourself in the changing rooms and you think, oh I quite like this but the bit that is missing is someone else there. So you and your friend both trying on clothes in the fitting room and shouting, Victoria, are you ready? and both opening the curtains at the same time. And you can verify what they were thinking. During the pandemic different shops had different rules and a lot of shops shut their fitting rooms which was really quite stressful because online you know you have to take a risk and buy something and then try in on. But its really infuriating when you are in the shop when you see something you like and you are within two seconds of a fitting room where you could just put it on and make a decision. Anyway, I was with a friend [buying an outfit] for another friends hen party and wed both left buying outfits to the last minute. We could have worn something we already had owned but who wants to do that? we hadnt shopped for ourselves for months because of the pandemic so we thought lets treat ourselves to something new. We went to a big shopping mall near Glasgow and we went in to New Look and we almost cried with happiness when we realised the fitting rooms were open. We both took in about 20 items each but that was a really lovely experience because that particular friend is all about body confidence you know you go girl!. So Id put something on and then shed put something on and wed have that experience of, 1,2,3, and open [the fitting room curtain] and shed be oh I quite like this dress and Id be like, you look PHENOMENAL. She already liked the dress but I think my reaction made her buy it. If you were by yourself, and you stepped out the fitting room to see a bigger mirror, a shop assistant might say, oh thats nice. But it needs to be authentic. They need to be saying it because they mean it, not oh, I love that on you weve got it in five other colours just a sales pitch then. I If you dont have friends with you, do you take pictures of outfits you try on and ask for their advice? P I often take pictures for myself and then continue to shop in other shops and then look back at the pictures and think I will go back for that, I really like it. I suppose thats what you get in store versus online. You are able to go in, try it on, think oh I like it but Im not sure I love it, and then see what else is out there. You can ultimately go back but part of that experience is already knowing that it fits. I So, when you are in store and trying clothes on, are you likely to ask the shop assistant to bring you a different size or P It really depends on the shop. So if you go into Boux Avenue which is the lingerie shop, the shop assistants are helpful because you might need a different size or you might need to be measured if youve lost weight or put weight on. The changing rooms are great because you can adjust the light settings so you can have it brighter to see the item in daylight but you can also change it to twilight a more romantic setting I suppose. You also have a bell if you need help whereas if you are in H&M it is a bit more of a casual shop, its a bit cheaper and its very very busy. It might just be my personality, but I wouldnt ask for help in H&M. There is only usually one person on the fitting room and its their job to hang up all the clothes that people havent bought and to let people in. So they cant actually leave the fitting room to go and get you another size. In shops where assistants actively say, let me know if you need anything or if there is one than one fitting room assistant, Id probably be more inclined to ask help. Or having a friend in that situation is brilliant because you could just say to them, do you mind going and getting that for me?. That makes it a bit more seamless. I Youve mentioned quite a few brands there and how your shopping experience is influenced by different types of brands. Do you have a favourite shop or brand? P Well it doesnt exist in store anymore so my opinion has probably changed. My go to store was always Oasis. The reason being the quality of the clothes was really good, it wasnt cheap but it wasnt super-expensive, the fit was true to size so you didnt go in and wonder what size youd be. Oasis also had really great fitting rooms big ones and it wasnt always busy. A lot of the fitting rooms were in a round format a bit like a bridal store - so it was easy to attract the attention of the assistant if you needed to. Occasion wear would have a theme so maybe one section of the shop would be very nautical so navy, whites and reds and then on the other side of the shop there would be florals. Similar outfits but you would just pick your style. I very rarely returned anything. Their sale was really well organised and you used to get some really good sale deals. Oasis have now been bought by a different company, they are only available online and the quality of clothing is different, the sizing doesnt quite fit anymore. Those beautiful stores! They used to have escalators and beautiful high ceilings and everything was airy and freshthey had birds and floralsit was just a lovely shop to go into. That experience has all gone. A lot of online retailers have really had to step up and you can tell the ones that have invested in their websites and those that havent. So while Oasis used to be a fabulous store to shop in, online is a bit basic. ASOS have tried to capture an in store experience to a much greater extent online. The majority of clothes you click on have a video of someone actually wearing the clothes. I think its boohoo that have range of women with different body types wearing the same outfit so showing you as much as you someone moving in the outfit can help you visualise it a bit more. But I need to find a new favourite shop. I love H&M but its cheap and cheerful and I probably just buy basics there. It doesnt have a premium experience feel to it. I So just to conclude, given the pandemic, did you find yourself spending more or less on clothing over the last 20 months and would you anticipate this would change going forward? I definitely spent less on clothes during the pandemic, but I shopped more because I was ordering things but sending most of it back. There was a period of a couple of months where you could only do essential shopping and I did save a lot of money. I realised how often I did buy clothes I didnt need because I would just go shopping when I was bored, pick up a top, wear it twice and that was it. So almost a quick fix of shopping. When we could go back to clothes shopping [in store] we still werent really doing anything so no special occasions to buy for. I also got used to wearing more casual clothes. Maybe the shopping experience will come back when the pandemic has passed. Im starting a new job soon too so probably more of a functional purpose but I will need to go and buy new work clothes. I want to buy new clothes because its a new job and I want to feel confident that all my clothes fit and fit the new environment. I still have clothes I bought before the pandemic that I havent worn. I bought them, we went into the pandemic and they are still sitting in my wardrobe. Id like to wear them but Ive no events to wear them to. Being able to go back to the shops for an in store experience is what Im looking forward to most after everything gets back to normal.