In-class Assignments
Week 1: Introduction to Marketing Research & Research Theory
Week 1 - In Class
1. Create a list of current pop culture, marketing, fashion, or retailing issues that interest you.
Ripped jeans
Sharing economy-sharing items that a person does not use all the time e.g Airbnb and renting of clothes
Leather jackets
Apron clothes
Gucci products
Grilled teeth
2. What is a film or TV show (cable, broadcast, streaming) you (or your friends ;)) are really into? What drew you/them to it?
Pretty Little Lies- We love this show because it is entertaining and the characters or our age mates so we relate well with the issues that arise in the show. The show also has a high sense of fashion with the characters’ jeweled toned dress and accessories which we have used in many cases to pick the attires we buy.
3. Where is one of your favorite shopping area (anywhere in the world)?
My favorite shopping place remains to be Dubai. The place is just amazing and the prices of products there are much affordable compared to New York Fifth Avenue. Dubai also have wide collection of items that I do not think are available anywhere else. Almost all the fashion houses are opening shops in Dubai.
Week 3: Defining the Research II & Visual and Spatial Research
In-Class Assignments 3-1 & 3-2
Week 4: Assessing Research
In-Class Week 4-1
In groups of 1-3, please choose an airline concept (or use an existing airline) and brainstorm on ideas on how to improve the pre-flight experience. This can involve:
Online experience
mobile experience
Experience in the airport
Experience to the airport
Experience at the gate
Loyalty and rewards programs
Others?
Think of ways to de-commodify the airline experience (to move away from price).
In-Class 6-1
Week 1 - In Class
1. Create a list of current pop culture, marketing, fashion, or retailing issues that interest you.
Ripped jeans
Sharing economy-sharing items that a person does not use all the time e.g Airbnb and renting of clothes
Leather jackets
Apron clothes
Gucci products
Grilled teeth
2. What is a film or TV show (cable, broadcast, streaming) you (or your friends ;)) are really into? What drew you/them to it?
Pretty Little Lies- We love this show because it is entertaining and the characters or our age mates so we relate well with the issues that arise in the show. The show also has a high sense of fashion with the characters’ jeweled toned dress and accessories which we have used in many cases to pick the attires we buy.
3. Where is one of your favorite shopping area (anywhere in the world)?
My favorite shopping place remains to be Dubai. The place is just amazing and the prices of products there are much affordable compared to New York Fifth Avenue. Dubai also have wide collection of items that I do not think are available anywhere else. Almost all the fashion houses are opening shops in Dubai.
Week 3: Defining the Research II & Visual and Spatial Research
In-Class Assignments 3-1 & 3-2
Week 4: Assessing Research
In-Class Week 4-1
In groups of 1-3, please choose an airline concept (or use an existing airline) and brainstorm on ideas on how to improve the pre-flight experience. This can involve:
Online experience
mobile experience
Experience in the airport
Experience to the airport
Experience at the gate
Loyalty and rewards programs
Others?
Think of ways to de-commodify the airline experience (to move away from price).
To improve the customers experience to the airport, an airline can come up with a free taxi program that collects it clients at designated areas and times. Though this curb program, when a customer books a flight, they will be asked where they would be liked to be picked up from the range of the provided curb/bus stages. The customers will also be given the options of using their own means of transport but they will have to state that during the airline ticketing process. Those who are interested in using the free curb rides from the designated places will clearly state where they will be picked and their space will be automatically preserved in the picked bus/cub stages.
The curb program can also have emergency provision that allow the clients to alert the airline with their emergency transport to the airport problems. The programs will thus determine if it can arrange for the client to be picked up immediately to avoid missing their booked airplanes. This program will help the airline to reduce cases of missed flights and improve customer pre-flight experience. Such a program is likely also to improve customer loyalty and give an airline a competitive advantage over the other airlines.
Week 6: Sampling; Visual/Spatial; Research DevelopmentIn-Class 6-1
List 5-10 actors or directors that interest you:
Actors
Charlie Chaplin
Brad Pitt
Sofia Vergara
Angelina Jolie
Jim Parsons
Morgan Freeman
Will Smith
Kerry Washington
Vila Davis
Whoopi Goldberg
In-Class 6-2
Using
green leaf to symbolize biodegradable/environmentally friendly clothes
Currently sustainability in fashion is a big issue as
many consumers are becoming environmentally conscious. Manufacturers of clothes
are thus looking for ways to make clothes that are durable and still friendly
to the environment. This entails making clothes from biodegradable products
such as hemp. While some consumer may know a product that is environmentally
friendly, others may not be able to do so especially if the labels are written
in foreign languages or because of illiteracy.
The fashion world should thus adopt the use of the
above Greenleaf as a symbol representing clothes that are biodegradable or
environmentally friendly.
In-Class Assignment 8-1- LIBRARY LITERATURE REVIEW
Please research a topic of interest for your project in this class. The project involves doing a small scale marketing research project and there is a folder with the guidelines in COURSEWORK.
Watch the Lit review video
Research any topic of interest you have that relates to marketing, fashion, retailing, pop culture, etc.
Compile at least 8 citations using LIM Library databases
Please do this in-class
Impact of Fashion on the Advancement of Women’s Rights
Citations
Dyhouse, C. (1948). Glamour women, history, feminism. Zed Books
Luther, H.B. (2015). Dressing for the culture wars: style and the politics of self-presentation in the 1960s and 1970s
Marzel, S.-R., & Stiebel, G. (2015). Dress and ideology: Fashioning identity from antiquity to the present. London: Bloomsbury
Negrin, L. (2008). Appearance and identity: Fashioning the body in postmodernity. New York: Palgrave Macmillan.
Paoletti, J. B. (2015). Sex and unisex: fashion, feminism, and the sexual revolution. Indiana University Press,
Scott, L.M. (2005). Fresh lipstick: redressing fashion and feminism. IOC
Susan, H. (2010). Accessories to modernity: fashion and the feminine in nineteenth-century France. Univ of Pennsylvania Press.
Tarrant S. (2012). Fashion talks undressing the power of style. Internet Resource
In-Class Assignment 9-1
Survey
The survey should target both male and female customers. The millennial are the target market. A survey should target online followers and store visitors; and some of the questions to ask in a survey include:
- What can you say about our fashion combinations in terms of your personal tastes? Highly comfortable () Moderately Comfortable () Confusing () Poor Match () Not Interested ().
- Do you find the quality of our products satisfying your expectations () YES, () NO. If no, what do you recommend?
Experiment
One experiment should target women millennials with designer-matched outfits that are trendy. An add should therefore be about a designer with good reputation that matches the trendy outfits for women to save them the time for looking for matches to their selected clothes. The notion that women spend a lot of time in selecting the right match for their outfits would act as a motive to push sales. The activity should be fixed for specific dates in order to meet the sales objectives for Inditex. The sales after an activity time elapses should be measured and the difference determined.
Week 10_In-Class 10-1 (Psychophysics of cookies)
Please rate your cookie preferences on the following
attributes:
Prefer
Less
Prefer More
Crunchy ① ② ③ ④ ⑤
Chewy ① ② ③ ④ ⑤
Crumbly ① ② ③ ④ ⑤
Flaky ① ② ③ ④ ⑤
Crispy ① ② ③ ④ ⑤
Wafery ① ② ③ ④ ⑤
Fluffy ① ② ③ ④ ⑤
Fruity ① ② ③ ④ ⑤
Chocolatey ① ② ③ ④ ⑤
Sugary ① ② ③ ④ ⑤
Buttery ① ② ③ ④ ⑤
Nutty ① ② ③ ④ ⑤
Coconutty ① ② ③ ④ ⑤
Spicy (cinnamon/mint/nutmeg) ① ② ③ ④ ⑤
Cookie #1: ________42_____________________________________
Please rate your cookie preferences on the following
attributes:
Low High
Crunchy ① ② ③ ④ ⑤
Chewy ① ② ③ ④ ⑤
Crumbly ① ② ③ ④ ⑤
Flaky ① ② ③ ④ ⑤
Crispy ① ② ③ ④ ⑤
Wafery ① ② ③ ④ ⑤
Fluffy ① ② ③ ④ ⑤
Fruity ① ② ③ ④ ⑤
Chocolatey ① ② ③ ④ ⑤
Sugary ① ② ③ ④ ⑤
Buttery ① ② ③ ④ ⑤
Nutty ① ② ③ ④ ⑤
Coconutty ① ② ③ ④ ⑤
Spicy (cinnamon/mint/nutmeg) ① ② ③ ④ ⑤
Overall Cookie Quality ① ② ③ ④ ⑤
Overall Satisfaction ① ② ③ ④ ⑤
Cookie #2: _44____________________________________________
Please rate your cookie preferences on the following
attributes:
Low High
Crunchy ① ② ③ ④ ⑤
Chewy ① ② ③ ④ ⑤
Crumbly ① ② ③ ④ ⑤
Flaky ① ② ③ ④ ⑤
Crispy ① ② ③ ④ ⑤
Wafery ① ② ③ ④ ⑤
Fluffy ① ② ③ ④ ⑤
Fruity ① ② ③ ④ ⑤
Chocolatey ① ② ③ ④ ⑤
Sugary ① ② ③ ④ ⑤
Buttery ① ② ③ ④ ⑤
Nutty ① ② ③ ④ ⑤
Coconutty ① ② ③ ④ ⑤
Spicy (cinnamon/mint/nutmeg) ① ② ③ ④ ⑤
Overall Cookie Quality ① ② ③ ④ ⑤
Overall Satisfaction ① ② ③ ④ ⑤
Cookie
#3: _________________47____________________________
Please
rate your cookie preferences on the following attributes:
Low
High
Crunchy ① ② ③ ④ ⑤
Chewy ① ② ③ ④ ⑤
Crumbly ① ② ③ ④ ⑤
Flaky ① ② ③ ④ ⑤
Crispy ① ② ③ ④ ⑤
Wafery ① ② ③ ④ ⑤
Fluffy ① ② ③ ④ ⑤
Fruity ① ② ③ ④ ⑤
Chocolatey ① ② ③ ④ ⑤
Sugary ① ② ③ ④ ⑤
Buttery ① ② ③ ④ ⑤
Nutty ① ② ③ ④ ⑤
Coconutty ① ② ③ ④ ⑤
Spicy
(cinnamon/mint/nutmeg) ① ② ③ ④ ⑤
Overall Cookie
Quality ① ② ③ ④ ⑤
Overall
Satisfaction ① ② ③ ④ ⑤
Week 11-1 In-Class
3 sets of competitors (any retailers or brands in NYC area).
Coffee Shop Business
Black Fox Coffee Co and Voyager Espresso
Jewelry Business
Tiffany & Co and Doyle & Doyle
Retail Businesses
Walmart Co. and Target Co.
Week 12-In-Class Assignment #12-1
Use one of the following videos to code for concepts, link them, & create a model of fast food consumption:https://youtu.be/qbDPUQYjXMg
Week 13: Assignment In-Class 13-1
Task 1: The mobile concepts used to develop a mobile phone’s swipe app for fashion. Specific network concepts should be used to develop the app. For one, the app should allow the use on different operating systems like android and iOS. This can allow users to share the links with friends and family members to reaching a large target market. Secondly, gaming concepts can used in making the swipe app more interesting. For instance, the games should come in between the developed fashion clusters to enhance customer interests. Last but not least, the swipe app should allow for Ad screening that only reaches the target market based on location, device type, age, and location.
Task 2: In selection of the images, one could select qualitatively based on the tastes, ideals, emotions, feelings, and preferences. For instance, one would consider a plain color of a dress to a combination of many colors hence selecting images that only support such colors. In using quantitative techniques, I would consider demographic factors like my spending power for a given item displayed, the material and techniques used to produce it; as well as the price of the product. The images I select would have to align to the properties.
Task 3: The data obtained is useful to retailers and researchers in specific ways. Firstly, it enables retailers realize the potential in a given market niche. The preferences indicated by app users enable researchers to know the necessary modifications needed on products to offer more appeal to prospective buyers. Nonetheless, the date obtained provide ways for effective product positioning.
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