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ch taken from the Business Studies textbook whose author is Hall, Jones and Raffo states that Market research is the ‘collection, collation and analysis of data relating to the marketing consumption of goods and services’.

 

Primary research involves the collection of the data particularly for learning purposes. Due to the lengthy duration of this kind of research it can often be expensive to conduct. The two basic types of primary research are qualitative research techniques such as focus group interviews and quantitative research techniques in the form of questionnaires, surveys or telephonic interviews. To carry out a successful market research, it is important to choose the correct research methods. The quantitative research technique adopted in this report includes questionnaires.

 

Questionnaire is a primary source of information. It can contain open questions, which allow the respondent to express their own views and detailed opinions, and also closed questions, which limit the type of answer, allowed i.e. ‘yes’ or ‘no’. Filling a questionnaire can be less time consuming and simple compared to attending focus group or an interview. However, this method has its share of disadvantages too. Open - ended questions can create large amounts of data that can take long time to process and analyze. Respondents may answer superficially particularly if it is a lengthy questionnaire as they can lose interest. This can influence the end results and thus questionnaires should be cautiously written so that the accuracy of the information is maintained.

 

A sample size of 20 questionnaires were distributed to the youth crowd with a diverse taste in fashion and gathering the opinions of these respondents in the form of 4 closed question and 4 open questions. The result stated that the grunge look can be categorized under the retro fashion style that popularly existed decades ago but then faded out as the years passed with the invent of other latest styles and is now back into the fashion market. Therefore, the grunge look cannot be termed as a fad or a staple. The research further showed that with winter approaching respondents prefer to buy dull shades of clothing. Respondents suggested that the retro fashion can never die out of fashion and will always be the most sought after style of dressing since it was a huge success back in the days and teenagers would gladly embrace it even in this 21st century in order to obtain the sophisticated look.

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