Question

Topic: Research/Metrics

Crm Strategy Survey In The Fashion Retail Industry

Posted by s.detti on 250 Points
How can I relate an interview with 10-12 randomly sampled, possible consumers for a thesis about B2C CRM strategy to gain valuable insights for “How to manage CRM projects in the fashion retail industry?”, if the thesis is without a company ?

The problem with the research is that the research question concerns managing projects. Managing projects within CRM strategy and generally CRM is a cross-departmental task, mainly executed by managers. The researcher could not find contact to managers nor possesses company data. Therefore the dissertation was decided on as a theoretical thesis for the benefit of surveying outside company persons, that are easily reached. The research design is semi-structured qualitative method, because the researcher wanted insight into the customers.

But the problem is; How can I ask the 10-12 people in a given market about retail fashion to answer the thesis research question; “How to manage CRM projects in the fashion retail industry”?

Best regards
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RESPONSES

  • Posted by Jay Hamilton-Roth on Accepted
    As you described, at best you can find out about the channels they use and buyers journeys for similar products they’ve taken. But you have a very small sample size so any conclusions y have a high degree of error.
  • Posted by shrikant on Accepted
    The direct and specific answer to your question is: you can create online questionnaire, conduct online/telephonic/in-person guided/semi-structured interviews or mix of all these based on intended information and time availability of your audience. This'll be highly influenced by how you approach them.

    For detailed answer, I have queries.
    I don't know if you are a student, academician or a manager for a firm and what your objective/purpose behind the study is. Is this part of your MBA/PhD project or are you conducting this research to gain insight on competitors to form your own strategy for your organization? Link you mentioned isn't working. The main link i.e. zaius.com seems to be about CRM software company. Are you conducting this research to build your own software or you are intern/manager at zaius.com trying to write some white paper.

    Please give details about your role (student/academician/manager/intern) and your objective behind study. Who are these 10-12 people you are talking about? Are you planning to interview general customers or employees who serve customers or CRM managers? Give details about who your exact target is for interview. Also, provide any other relevant detail that can be helpful to understand your problem in better way.

  • Posted by mgoodman on Accepted
    What is the objective of the research? How will results be used?
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs

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