The Essentials of Marketing Research

Silver, Lawrence S.; Stevens, Robert E.; Wrenn, Bruce; Loudon, David L.

doi:10.4324/9780203182598

Cited by 13 publications

(17 citation statements)

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“…Despite this limitation, there are different advantages in using the google form (time, cost, access to population) that justify this choice. Furthermore, this type of research is necessary when data is not available in secondary form [15].…”

Section: Limitations Of the Paper And Directions For Future Researchmentioning

confidence: 99%

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Events and Tourism Development within a Local Community: The Case of Winchester (UK)

et al. 2018

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Tourism as an industry has many kinds of impacts on destinations and their communities. The presence of tourism could create the conditions for an economic development but in the same way produce negative effect (crowding out) and externalities (the Janus-face character). Between the different actors inside the tourist destination, there are the local community which could endure the pressure of tourism. In some cases, this pressure reduces the wellbeing of the residents. The present research paper focuses on how activities like events and tourism impact on community well-being. Winchester (England), a Special Interest Tourism and Event (SITE), is used as a case study. The data are collected using an on-line interview and they are elaborated using multivariate techniques and ordinal regression analysis. The results of the study reveal a close relation between the level of happiness of the local residents and their perception of the tourism industry and event development. Local residents in Winchester are perceiving the tourism industry and events rather positively as they believe it supports their culture and the local economy and job in particular. Our first overall conclusion is that there is a relationship between the residents’ happiness and tourism/event perception. Moreover, our findings support what claimed by several scholars that tourism specialisation improves the residents quality of life (QOL). The present study has not shown the direction of the influence but according to previous research it is the level of happiness of the local residents that determines their perception of the tourism industry and event development and not the other way around. The second finding of the study reveals that SITE destinations have a high potential in terms of contributing to the local residents’ happiness and subsequently visitors. Our third and final conclusion is that, when the benefits of tourism and events are higher than the cost, local residents and are likely to be supportive of the activity.

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Section: Limitations Of the Paper And Directions For Future Researchmentioning

confidence: 99%

“…Limitations and future directions for research will also be identified. Finally, in the conclusion section, some recommendations for managerial action [15] are provided.…”

Section: Introductionmentioning

confidence: 99%

Events and Tourism Development within a Local Community: The Case of Winchester (UK)

et al. 2018

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“…Silver et al [478] note that modified forms of ethnography are often used in commerce for the purpose of studying consumers. They refer to marketing ethnography, as undertaken by market researchers to 'experience life events', they ask questions and record the observations of their own feelings towards the situations in question, which would appear to be product-related given the examples that they use.…”

Section: Ethnographymentioning

confidence: 99%

Colour forecasting

Cassidy

2019

Textile Progress

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The underlying principles of colour forecasting, its purpose and the process, now have a history spanning a full century. While the trend-forecasting sector, as it is today, developed predominantly in the 1960s / 70s, the first known official colour forecasting agency, the Textile Color Card Association of America (TCCA), was established much earlier in 1915-and is still in existence today, though it is now known as the Color Association of the United States (CAUS). This issue of Textile Progress is somewhat timely as the challenges that industry face now differ from the challenges of the twentieth century, in particular, the increased need to address sustainability and the increased competiveness of the global marketplace. By providing an overview of the historical context, the importance of the role of colour forecasting in the fashion and textile industries is considered before setting the scene for engagement with the practice of colour forecasting, which is often referred to as being a combination of an art and a science due to the different techniques used and the different skill sets employed by forecasters to differentiate themselves from their competitors. It provides a detailed analysis of the more-recently established and establishing trend forecasting methods with a view to thinking more innovatively about the potential practice of colour forecasting. Furthermore, it investigates the effects and impact of colour and trend forecasting with a particular focus on the consequences of the process and system on business, on consumers and on the environment, drawing first on the theory of planned obsolescence and second on the sustainability of the system itself. Reviewing the developments in colour forecasting begin with the techniques that are considered to be the art of forecasting, followed by the colour forecasting process itself and the role it plays in the industry, including its application in textile design, garment design and product development, whilst highlighting the strengths and weaknesses of the different approaches. The more-objective characteristics of the colour forecasting process that have emerged from engagement with new developments and new thinking, provide a focus on the potential for greater accuracy in colour forecasting. This issue of Textile Progress explains how and why colour forecasting is an essential component of the business of making and selling fashion garments, through merchandising, retailing and fashion marketing, as well as being important in fashion design and product development processes. Developments affecting the design of colour-forecasting systems are shown to draw on marketing theory, without much consideration for the human-business interface, specifically, colour preferences, colour psychology and cultural meanings of colour. In addition, whilst forecasters claim to engage in research and include developments and new technologies as they materialise in the dyeing sector, there is little evidence in the literature of how precisely research and development wit...

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“…In order to determine a representative sample size from our study population, we have adopted Yamane's (1967) approach to identify the right sample size for the survey since his proposal is commonly accepted by many social science researchers for over four decades (see Babin & Zikmund, 2016;Hair et al, 2017;Israel, 1992;Sarmah, Hazarika & Choudhury, 2013;Silver, Stevens, Kernek, Wrenn & Loudon, 2016;Singh & Masuku, 2014). In brief, Yamane (1967) argued that although a larger sample group can yield more accurate study results, the excessive responses can also be pricey.…”

Section: Sample Sizementioning

confidence: 99%

“…Hence, predetermined margin of error and level of confidence should be used to determine a representative sample size. In brief, the 95 percent confidence level is suggested for most research (Silver, et al, 2016). For our research project, a sample of 336 participants was considered appropriate for the population being studied (population size: 2657, confidence level: 95% and margin of error: 5%) as indicated in the Survey System's Sample Size Calculator (Creative Research Systems, n.d.).…”

Section: Sample Sizementioning

confidence: 99%

Are we making a difference? Rural university students’ perceptions of diversity and inclusion

Browers

2019

Journal of Social Inclusion

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Recent demographic trends indicate that the evolving workforce will increasingly comprise a variety of cultures, belief systems, and ethnic populations. As future professionals in a global environment, postgraduate business students must understand the increasing importance of differences they will encounter. The purpose of this study is to understand business students' perceptions of diversity and inclusion during their academic experience in a rural university in west-central Michigan, USA. The research design was descriptive, and the research was conducted using a quantitative method of surveying. Any students currently pursuing their qualification at College of Business comprised the target population. A total of 349 students responded to the survey. The respondents ranging in age from 18-24 years responded to Likert scale and nominal questions regarding their perceptions on diversity and inclusion. Although mostly positive, business students shared that some of the current programs could be improved. These perceptions provide constructive data for use in evaluating and amending current diversity and inclusion programs and suggestions for future research are offered based on the study's findings.

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The Essentials of Marketing Research

Cited by 13 publications

References 0 publications

Events and Tourism Development within a Local Community: The Case of Winchester (UK)

Events and Tourism Development within a Local Community: The Case of Winchester (UK)

Colour forecasting

Are we making a difference? Rural university students’ perceptions of diversity and inclusion

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