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Render mid project research design

Al Arizmendez
Al Arizmendez

This document outlines a research design proposal for Render, a company that provides custom-fit clothing. The proposal examines whether Render should only market to tech-savvy, higher-income men or expand its target market. Research methods include interviews with potential customers and experts, surveys, and observational studies. The proposal will apply expectancy value and consumer risk models to determine what factors influence men's clothing purchases and if Render can minimize consumer risk perceptions.

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RENDER: Research Design for Final Project Proposal By LA2Ms (Al Arizmendez, Peggy O'Connor, Megan Samuels, & Joshua Sutterfield) Communication Management 587
Management Decision Problem Should Render only market to tech-savvy, higher-income men?
Marketing Research Problem Who or what will influence men to purchase custom-fit clothing?
Preliminary Research What Weve Done in Our Exploratory Research stage ≒ Interviewed Render decisionmaker, Darren Schmidt following his live presentation and live chat Q &A ≒ Interviewed marketing and industry experts ≒ Online research of secondary data on industry and competitors from Render, trade associations, paid consultant studies, academia and government Our findings ≒ 3-D body scanning proving to be effective in garment fit ≒ Female influence and control of spending is significant, increasing in recent years since recession ≒ A segment of tech-savvy men will quickly adopt the technology
Research Design Structure ≒ Consumers learn new information about an item or action; it either creates in them a belief or modifies their existing beliefs/opinions about the item ≒ Consumers assign a value to each attribute on which their new or modified belief is based ≒ Consumer expectation/action is modified as a result of a calculation based on beliefs + values
Reasoning: Applying aspects of the Expectancy Value Model will allow our team to determine whether or not the target market would value a service like Renders Research questions will be designed for consumers to assign a value to attributes of benefits and features the Render Service, where it is paired with a specific belief, its sum is strong enough to result as an attitude, or action toward a positive purchase decision
Research Design Structure Consumer Perceived Risk Model Consumer's Knowledge Range Alternatives Consumer Uncertainty Consumer's Perception Brand Evaluation Brand Deliver Perceived Risk
Reasoning ≒ Measures consumer risk through the vantage point of the actual consumer ≒ Consumers will evaluate the brand to see if it meets their needs and whether the brand can deliver on its promises ≒ The sum of the six-part model is evaluated to determine whether Render can meet adequate demand and minimize consumer risk perceptions
Research Methods Research Question - What factors influence men when they make clothing purchases? Hypothesis - Men are highly influenced by women when making clothing purchases; women either make the purchases or guide the men in making their selections Method/Qualitative 1)Interview men regarding their shopping habits, preferences, objections (deal breakers), price-points, etc. 2)Observe men while at a body scanning location, inquiring about and utilizing the service, noting actions taken as well as avoided
Research Methods (continued) Method/Quantitative Conduct online survey among a range of men (age, race, income level, marital status) with multiple choice, ranking their preferences, habits, dislikes with shopping in general and 3-D body scanning Expected results Many men interviewed will defer to women or partner to make shopping decisions for them
Survey Questions Q1: Have you ever purchased custom fit clothing? Yes or No? Q2: If Yes to answer one, How likely are you to purchase custom clothing again? (5 = Very likely, 4 = More likely, 3 = Uncertain, 2 = Less likely, or 1 = Not likely) Q3: If you had the option to purchase custom fit clothing, How likely would that make you want to purchase more clothes for your wardrobe? (5 = Very likely, 4 = More likely, 3 = Uncertain, 2 = Less likely, or 1 = Not likely)
Interview Questions Q1 - How often do you purchase a dress shirt or casual shirt item of clothing for yourself - weekly, monthly, every six months, once per year? Q2 For either work or casual wear, what was the last major (more than $75, either a single piece or more) businesswear clothing purchase you made (includes business casual) for yourself? Q3 - Which do you value more: a well-fitting garment, an item of clothing you've purchased at a reduced price,or apparel designed by a well-known brand?
Observational Field Study Protocol ≒ Having identified a body scanner for garment fitting in the Los Angeles market, we will conduct two (2) one-hour sessions of covert observation: one over a busy shopping weekend and the second on an early evening during the week
References Bulik, B. (2008). How the male of the species shop. Advertising Age, 79(9), 12.http://search.ebscohost.com.libproxy.usc.edu/ login.aspx?direct=true&db=ufh&AN=31156857&site=ehost-live Dematto, A. 2010. 5 Ways Body Scanners Could Make Fitting Rooms Obsolete. Popular Mechanics. http:// www.popularmechanics.com/technology/gadgets/news/3d-body-scanning-technology-applications Men Buy, Women Shop': The Sexes Have Different Priorities When Walking Down the Aisles. Knowledge@Wharton, University of Pennsylvania. http://knowledge.wharton.upenn.edu/article.cfm?articleid=1848 Mintel (2012). Men's Attitudes Towards Clothes Shopping, US, March 2012 http://academic.mintel.com.libproxy.usc.edu/dishttp://co1-pptbroadcast.officeapps.live.com/p/PowerPointBroadcast.aspx? pptbid=b1f13221-7233-4dc3-872f-3a9a04080f3clay/590280/ PR Newswire (2012) Men and Women Have Different Online Shopping Preferences, PR Newswire. http://www.prnewswire.com/ news-releases/men-and-women-have-different-online-spending-preferences-72606272.html Punj, G. (2012). Consumer decision making on the web: A theoretical analysis and research guidelines. Psychology & Marketing, 29(10), 791-803. doi: 10.1002/mar.20564 Song, H. K., & Ashdown, S. P. (2012).Development of automated custo-made pants driven by body shape. Textile Research Journal, 30, 315-329. Yarrow, K. & O'Donnell, J. 2009. Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail. http:// books.google.com/books?id=_Eg1lKXy8bwC&lpg=PA21&ots=Oy1msn5C3k&dq

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Render mid project research design

  • 1. RENDER: Research Design for Final Project Proposal By LA2Ms (Al Arizmendez, Peggy O'Connor, Megan Samuels, & Joshua Sutterfield) Communication Management 587
  • 2. Management Decision Problem Should Render only market to tech-savvy, higher-income men?
  • 3. Marketing Research Problem Who or what will influence men to purchase custom-fit clothing?
  • 4. Preliminary Research What Weve Done in Our Exploratory Research stage ≒ Interviewed Render decisionmaker, Darren Schmidt following his live presentation and live chat Q &A ≒ Interviewed marketing and industry experts ≒ Online research of secondary data on industry and competitors from Render, trade associations, paid consultant studies, academia and government Our findings ≒ 3-D body scanning proving to be effective in garment fit ≒ Female influence and control of spending is significant, increasing in recent years since recession ≒ A segment of tech-savvy men will quickly adopt the technology
  • 5. Research Design Structure ≒ Consumers learn new information about an item or action; it either creates in them a belief or modifies their existing beliefs/opinions about the item ≒ Consumers assign a value to each attribute on which their new or modified belief is based ≒ Consumer expectation/action is modified as a result of a calculation based on beliefs + values
  • 6. Reasoning: Applying aspects of the Expectancy Value Model will allow our team to determine whether or not the target market would value a service like Renders Research questions will be designed for consumers to assign a value to attributes of benefits and features the Render Service, where it is paired with a specific belief, its sum is strong enough to result as an attitude, or action toward a positive purchase decision
  • 7. Research Design Structure Consumer Perceived Risk Model Consumer's Knowledge Range Alternatives Consumer Uncertainty Consumer's Perception Brand Evaluation Brand Deliver Perceived Risk
  • 8. Reasoning ≒ Measures consumer risk through the vantage point of the actual consumer ≒ Consumers will evaluate the brand to see if it meets their needs and whether the brand can deliver on its promises ≒ The sum of the six-part model is evaluated to determine whether Render can meet adequate demand and minimize consumer risk perceptions
  • 9. Research Methods Research Question - What factors influence men when they make clothing purchases? Hypothesis - Men are highly influenced by women when making clothing purchases; women either make the purchases or guide the men in making their selections Method/Qualitative 1)Interview men regarding their shopping habits, preferences, objections (deal breakers), price-points, etc. 2)Observe men while at a body scanning location, inquiring about and utilizing the service, noting actions taken as well as avoided
  • 10. Research Methods (continued) Method/Quantitative Conduct online survey among a range of men (age, race, income level, marital status) with multiple choice, ranking their preferences, habits, dislikes with shopping in general and 3-D body scanning Expected results Many men interviewed will defer to women or partner to make shopping decisions for them
  • 11. Survey Questions Q1: Have you ever purchased custom fit clothing? Yes or No? Q2: If Yes to answer one, How likely are you to purchase custom clothing again? (5 = Very likely, 4 = More likely, 3 = Uncertain, 2 = Less likely, or 1 = Not likely) Q3: If you had the option to purchase custom fit clothing, How likely would that make you want to purchase more clothes for your wardrobe? (5 = Very likely, 4 = More likely, 3 = Uncertain, 2 = Less likely, or 1 = Not likely)
  • 12. Interview Questions Q1 - How often do you purchase a dress shirt or casual shirt item of clothing for yourself - weekly, monthly, every six months, once per year? Q2 For either work or casual wear, what was the last major (more than $75, either a single piece or more) businesswear clothing purchase you made (includes business casual) for yourself? Q3 - Which do you value more: a well-fitting garment, an item of clothing you've purchased at a reduced price,or apparel designed by a well-known brand?
  • 13. Observational Field Study Protocol ≒ Having identified a body scanner for garment fitting in the Los Angeles market, we will conduct two (2) one-hour sessions of covert observation: one over a busy shopping weekend and the second on an early evening during the week
  • 14. References Bulik, B. (2008). How the male of the species shop. Advertising Age, 79(9), 12.http://search.ebscohost.com.libproxy.usc.edu/ login.aspx?direct=true&db=ufh&AN=31156857&site=ehost-live Dematto, A. 2010. 5 Ways Body Scanners Could Make Fitting Rooms Obsolete. Popular Mechanics. http:// www.popularmechanics.com/technology/gadgets/news/3d-body-scanning-technology-applications Men Buy, Women Shop': The Sexes Have Different Priorities When Walking Down the Aisles. Knowledge@Wharton, University of Pennsylvania. http://knowledge.wharton.upenn.edu/article.cfm?articleid=1848 Mintel (2012). Men's Attitudes Towards Clothes Shopping, US, March 2012 http://academic.mintel.com.libproxy.usc.edu/dishttp://co1-pptbroadcast.officeapps.live.com/p/PowerPointBroadcast.aspx? pptbid=b1f13221-7233-4dc3-872f-3a9a04080f3clay/590280/ PR Newswire (2012) Men and Women Have Different Online Shopping Preferences, PR Newswire. http://www.prnewswire.com/ news-releases/men-and-women-have-different-online-spending-preferences-72606272.html Punj, G. (2012). Consumer decision making on the web: A theoretical analysis and research guidelines. Psychology & Marketing, 29(10), 791-803. doi: 10.1002/mar.20564 Song, H. K., & Ashdown, S. P. (2012).Development of automated custo-made pants driven by body shape. Textile Research Journal, 30, 315-329. Yarrow, K. & O'Donnell, J. 2009. Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail. http:// books.google.com/books?id=_Eg1lKXy8bwC&lpg=PA21&ots=Oy1msn5C3k&dq