Qualitative marketing research: a new tailored approach to fashion

Article Abstract:

The 1993 creation of the Institute of Fashion Marketing's Annual Trend Survey marked a turning point within the fashion industry. In the past, the fashion industry has not responded to consumer desires but has created them, with marketing research playing little part in the design process. This changed when women began to refuse to follow the trends dictated by the fashion industry. The Women and Fashion survey, which has a marketing research phase and a fashion analysis phase, shows that marketing research is now starting to play a part in the decision-making process.

Usage, Women's clothing industry, Clothing industry

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A pioneer media survey - based on qualitative research and new consumer

Article Abstract:

A qualitative study of screen advertising in Danish cinemas showed that the whole experience of going to the cinema provides several advantages for advertisers. These include the high expectations of cinema goers, the high level of attention during exposure to advertising, and the high mental and physiological readiness. Cinema ads can also be used to reinforce brand images and supplement TV ads. The study found that there are three main phases of the reception situation and the degree of attention: the phase of arousal, the core phase and the fade-out phase.

Advertising, In-theater advertising

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From the 'triad' to a 'quadriga': a systematic qualitative marketing research programme for the Far East

Article Abstract:

Recent research has considered how to develop a marketing research programme for the Far East, focusing on qualitative issues. Such a programme has emerged from a number of stages involving developing appropriate questions, selecting countries and undertaking desk and primary marketing research. The programme gives equal weight to operative and strategic considerations and forms the basis for a marketing research project and reporting system which is appropriate both for Asian countries and for elsewhere.

Asia

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