66
67 Accordingly, the research objectives for this study were:
1. To identify the most patronised stores according to a sample of male and female Generation Y consumers.
2. To determine the relative importance of the attributes that Generation Y consumers apply when choosing between clothing retailers.
3. To determine the relative importance of the attributes that Generation Y consumers apply when purchasing various garments and pieces of clothing.
4. To identify the determinant attributes that influence clothing store selection among Generation Y consumers.
5. To determine whether a significant difference exists between the attributes of the male and female Generation Y respondents with regard to clothing store selection.
5.2 Research Design
According to Aaker, Kumar and Day (2004: 73), “a research design is the detailed blueprint used to guide a research study toward its objectives” and thus “serves as a master plan of the methods used to collect and analyse the data” (Shiu, Hair, Bush and Ortinau 2009: 61). In this study, a triangulated research design has been chosen. According to Cooper and Schindler (2006: 237), “triangulation is the term used to describe the combining of several qualitative methods or combining qualitative with quantitative methods”. Cooper and Schindler (2006:
237) further explain that four main strategies for combining such methodologies are evident in marketing research today, namely:
1. The qualitative and quantitative design methodologies may be conducted simultaneously;
2. As Cooper and Schindler (2006: 237) explain, “a qualitative study can be ongoing while multiple waves of quantitative studies are done, measuring changes in behaviour and attitudes over time”;
3. A qualitative study may be conducted before a quantitative study; or
4. A “quantitative study can precede a qualitative study” (Cooper and Schindler 2006: 237).
The research at hand made use of the third of the above-mentioned triangulation strategies, and hence involved a qualitative study preceding a quantitative one. The main purpose of this was to
“increase the perceived quality of the research, especially when a quantitative study follows a qualitative one and thus provides validation for the qualitative findings” (Cooper and Schindler 2006: 237). Cooper and Schindler (206: 237) further justify that “many marketers recognise that qualitative research compensates for the weaknesses of quantitative research and vice versa”
68 and therefore, these “methodologies complement rather than rival each other” (Cooper and Schindler 2006: 237). The first stage of this two stage triangulated research design comprised the qualitative element of the study, namely the focus groups. The main aim of the focus groups was to identify the attributes the Generation Y respondents use when choosing between clothing retailers, as well as which clothing retailers they patronised and why. The overall objective was to gain a better understanding of the buying behaviour of these young adults and hence comprehend why they purchase what they do from where they do. The data obtained from these focus groups was analysed and subsequently used to formulate and refine the survey to be used in Stage 2 of the triangulation, which comprised the quantitative element of the research design.
This specific study made use of both exploratory and descriptive research designs in an attempt to “answer the marketing research objectives” (McDaniel and Gates 2001: 28). The exploratory component of the research aimed to “expand understanding of a topic, provide insights and possible explanations” (Cooper and Schindler 2006: 193). This was achieved through the use of focus groups. The second component of the research design was descriptive in nature and aimed to discover “answers to the questions who, what, when, where, or how much” (Shiu et al. 2009:
62). Accordingly, the researcher employed questionnaires in the second stage of the research to address these issues in relation to clothing store attributes and their influence over Generation Y‟s clothing store selection.
The study at hand focuses on Generation Y, however, a subset of this Generation, referred to as
“Twixters” (Grossman 2005: 1; Belch and Belch 2007: 106) and aged 18 to 25, has been chosen to enhance the manageability of the study for the researcher in terms of ensuring a representative sample and ultimate results that will be both valid and reliable. Cui et al. (2003:
313) further explain that Generation Y spans across a period of 17 years and thus “it is reasonable to assume that the perceptions of the older members are significantly different from those of younger members” (Cui et al. 2003: 313). This study therefore focuses on what has been termed as “the heart of Gen Y-those who are in the lucrative college market” (Noble et al.
2009: 618). Accordingly, Wolburg and Pokrywczynski (2001: 33) strongly assert that this subgroup is worth thorough investigation due to the following factors: firstly, the overall size and enormity of this market; secondly, the role these consumers play as leaders within the market or as „trendsetters‟; the brand loyalty of these consumers which will remain steadfast as they progress into adulthood; the general nature of these consumers in terms of being open to try new things and act as „early adopters‟; their purchasing power with regard to both their own disposable income as well as influencing the purchases of their friends and family members;
and lastly, since these consumers are studying at university, they are expected to graduate with a degree and thus achieve success later in life, resulting in a „higher standard of living‟ and once
69 again, more disposable income (Wolburg and Pokrywczynski 2001: 33). Therefore, the chosen sample for this study comprises university students aged 18 to 25.
With regard to the type of data used within the research process, the primary data, namely the
“original data collected by the researcher for the purposes of his or her own study at hand”
(Welman et al. 2005: 149), was obtained through focus groups and questionnaires. Secondary data was used to guide the primary data collection process, particularly in terms of the focus group questionnaire formulation, data analysis and interpretation. Subsequently, it is evident that both qualitative and quantitative research methods were utilised, through the use of both focus groups and surveys, and thus triangulation of the research design was achieved.
5.3 Research Ethics
The ethical standards of this research were maintained by the following:
1. Firstly, ethical clearance was obtained from UKZNP prior to conducting the focus groups and distributing the questionnaires (Refer to Appendix A);
2. Secondly, each respondent was asked to complete an Informed Consent document which was attached to each questionnaire so as to ensure that the respondents “take part freely”
(Welman et al. 2005: 181). In addition, the Informed Consent document served to ensure that the researcher obtained the “necessary permission” (Welman et al. 2005: 201) from the respondents once they have been “truthfully informed about the purpose of the interview and the investigation” (Welman et al. 2005: 201);
3. Finally, the identity of the respondent(s) remained anonymous (Welman et al. 2005: 201) and therefore the participants‟ responses did remain confidential. In so doing, the researcher aimed to uphold the rights of the respondents, namely; the right to privacy, safety, to know the true purpose of the research, to know the research results and to decide which questions to answer (Aaker et al. 2004: 21).