1. Introduction- introduction
2. Research Philosophy- ontology, epistemology,
Mine is social constructivism
3. Research Approach- Inductive, Deductive,
Mine is Inductive
4. Data Sources- Primary and Secondary data
i am using both of them
5. Data Collection Approaches- Quantitative and Qualitative,
i am doing qualitative research
6. Data Collection Methods-
i am doing case study and in-depth interview
7. Data Analysis Methods- statistical analysis or qualitative coding
i am doing qualitative coding
8. Research Design-
Case study: I am doing case study of four fashion retailer: 2 luxury brand— Burberry and Zegna; and 2 fast fashion brand— Zara and Uniqlo. I will research their brand
history, enter history in china’s market, some factors that affect their choice, and their follow-up operations in china
Interview: I am interviewing 3 interviewees, first one is a fast fashion brand manager in China, second one is a CEO of a big Chinese department store, the third
one is a store manager in the UK. The aim is to hear their own opinion towards questions and conclude with some common viewpoint.
It is a semi-structured interview. Basic Interview questions are:
1. What are the advantages and disadvantages of FLAGSHIP STORE and CONCESSION, WHOLLY OWN ENTERPRISE, JOINT VENTURE and FRANCHISING?
2. What are the advantages and disadvantages of online store? Is it a good way to open a new market?
3. When a fashion retailer wants to enter a new market(country), what are the factors that need to be considered as they choose the specific market entry method?
4. In which way that the former experience of entering a market can help the fashion retailer to choose the method?
5. How would the chosen market entry method by the fashion retailer affect its follow-up operating?
9. Sampling- define it, analyse it, and report how good sampling is achieved in your study
10. Validity- define it, analyse it, and report how validity is to be achieved in your study
11. Reliability/ Ethics- define it, analyse it, and report how reliability and research ethics are to be to be achieved
12. Summary- outlining how the method will meet the research objectives
