Individual Assignment #2

Toronto Metropolitan University **We aren't endorsed by this school
MKT 500
Apr 23, 2023
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MKT500 - Individual Assignment #2 - Winter 2023 - S. Chuang For this assignment, you will be required to read the scenario below, select an appropriate method for gathering the data, develop max 20 relevant survey or interview questions (depending on the method you believe is appropriate), and provide an overall rationale for your choice of questions and the order in which you place them. Note: The scenario draws on factual information, but the brand, managerial decision and research objectives are fictitious and any relation to actual people, events or operations is unintentional. Scenario: Fast fashion inexpensive clothing produced rapidly to align with current trends, essentially considered 'disposable'— is a growth industry. Between 2021 and 2022, it grew by $8bn USD with a CAGR of almost 9% (BusinessWire, 2022). Several companies are known for adopting this business practice, including: Zara, H&M, Uniqlo, Forever 21 and many others. With current inflationary pressures affecting housing, food, and other fundamental consumption areas, fast fashion is arguably a benefit to consumers as it allows them to continue expressing themselves through their clothing with minimal cost to their wallets. However, this business model does come at a price. Fashion represents up to 20% of water pollution in producing countries, like Bangladesh, as the waste from the dying process (including carcinogenic chemicals) often gets dumped directly into rivers and streams (, 2020). Workers who make the clothes frequently face exploitation, abuse, poor working conditions and low wages. (Forbes, 2019). While some stores, like H&M claim to recycle your unwanted clothing, recent statistics indicate that about 0.1% of clothing from such programs, and clothes collected by charities, actually get recycled into new textile fiber, with the majority going to landfills or being incinerated, increasing the environmental impact (Newsweek, 2016). The fashion industry as a whole accounts for approximately 10% of global carbon emissions, and many materials (e.g., polyester) are a form of plastic, and are a prime source of microplastic pollution (Bloomberg, 2022). The sheer volume of production in fast fashion, due to the nature of evolving and changing trends, make it a major contributor to these issues. Upon recognizing the severity of these issues, one of the major brands known for their foray into fast fashion is considering a major brand repositioning. Specifically, they are considering the idea of a top-to-bottom shift in their business model that would incorporate ethical and sustainable business practices throughout their supply chain. The result would be a better quality of clothing, but would require charging a higher price and slowing the fashion cycle, in terms of trends. While the marketing department believes that this could be a viable positioning strategy and point of differentiation, it is unclear whether consumers would actually value this change, and respond with their wallet.
Recent research indicates that about 15% of global fashion consumers are 'highly concerned' about sustainability in the fashion industry, though that number seems to be growing (, 2022). But what about this company's consumers? Are they part of the 15% or the 85%? Would this change be good or bad for the company? Therefore, the managerial at hand is as follows: would a shift towards a sustainable and ethical business model be viable for this company, and useful as a positioning strategy? Assignment Details Due to constraints, you are developing a short survey (max 20 questions). You should carefully choose these questions, and the order in which you ask them, in order to get the most important information possible. Your submission should address the following points/questions, and must use the exact headings as outlined in bold font below. You are welcome to have additional subheadings. TARGET RESPONDENTS: From whom would you ideally get the information required? Specifically, identify your target population of interest and rationalize your choice in this context . SURVEY DEVELOPMENT: Explain how you put together the survey. Ensure that your choice of questions follows best practices, as described in the course. Include any relevant details about how the data will be collected (e.g., what is the scale?). There is no specific formatting required for the questions (i.e., they do not need to 'look' like a survey question, with radio buttons or the like). Example: "To what extent do you agree with the statement 'I like bananas'? (7pt scale; 1 = Disagree to 7 = Agree) " would be sufficient to indicate the question, scale, and anchors. Example: If you are using specific labels, you should either list them all or give an idea of how you might compose the list (e.g., 'what is y our favourite colour? (list of all primary and secondary colours). Please DO NOT place your survey in the body of the report. It should be placed in the appendix. QUESTION AND MEASUREMENT TYPE: Provide a rationale for your choices in questions, from the overall perspective of how that information would directly inform the managerial decision. Why is that the most important information, given the decision to be made? If you make any particular choices for a question (e.g., phrasing one way versus another), explain that as well. CODE BOOK: Refer to chapter 8, include a code book in the appendix. In the body of the report, explain how you put together the coding, and how you designed the coding schema. When creating your report, consider and apply the concepts from the course. This includes the points raised in discussions, and an application of critical thinking. Grading of these assignments is based on the quality of your thoughts and communication of your ideas, not on quantity. Brevity in writing is an important skill, and communicating your ideas concisely is the goal here.
Stylistically, you may choose to use the above points to organize your response (e.g., subheadings), but it is not required to do so. Your target audience is the owner, so the overall tone should be business professional, rather than academic. This means that your responses should not be broad concepts from class about generic approaches, but instead, should be specific and apply to the situation as described. Your sample choices are worth three (3) marks, with the survey questions and rationale each worth fifteen marks (15), with a quality of writing grade also worth seven (7) marks, for an overall total out of forty (40). Read the rubric (below) to understand how you will be evaluated, and you can use this also to understand your grade after you receive the marked assignment. Details: 12 pt, Times New Roman font (or 11 in Calibri or Arial). Single-spaced, standard 1"/2.5cm margins. Maximum 3 pages (nothing will be read/graded from page 4 onward). Proper sentences and paragraph writing is important, though in certain situations (e.g., listing something), bullet points may be acceptable. Sample and Rationale / 3 There is no 'right' answer here, though some choices are better than others. In order to receive full marks on this section, the rationale needs to support briefly and explain the choices you make in the context of the given situation . Reasons for Mark Deductions: - Missing component (-1) - Choices do not align with given situation (up to -2 marks) - Rationale does not make sense, given the context (up to -2 marks) - Target population does not make sense, given the information required (-1) - Target population is unreachable without undue effort (-1 mark) - Target population is too limited, given the context (-1 mark) Questions / 15 With only 10 questions, you need to make them count. In this section, you will be evaluated on the questions you choose, how you word them, the order you place them in, and other question- related factors (i.e., not the rationale) - Wording mistakes (-1 per question) - Improper (or not included) scale, anchors and labels, if applicable (-1 per question) - Does not reflect a 'good' choice of question (e.g., does not fit with information required, seems like a 'waste' of a question, does not follow best practices, etc.) (up to -1.5 marks per question) - Unclear ordering of questions (up to -1 per question that is in an unusual position) - Use of known 'problems' with question design ( -1 per question) Rationale / 15 In this section, you need to address two main areas:
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