Developing research questions for a grounded theory qualitative study

¶ … clothing or what particular clothing items to buy?

What do you notice most about others' clothes when you see them, and what do you think other people notice about your clothes?

Both of these questions identify experiential (i.e. phenomenological) information about the clothes buying process and the resultant decisions, informing the researchers regarding stylistic issues and the degree to which peer perception influences clothing purchases. As it is assumed that these will be mediating factors in the decisions to purchase clothes and in the satisfaction derived from clothes, acquiring information about the consumer experiences in these regards will help the researchers develop more effective products and marketing strategies.

Sampling

A maximal sampling variation sampling method will be utilized for this research, as this will provide the broadest possible description of experiences for the research project which will in turn the broadest possible development and marketing of the clothing line to be sold at the culmination of this research. In order to carry out this strategy, subjects from a diverse array of backgrounds will need to be contacted and approached for inclusion, which might at first seem contrary to the needs of the research -- a somewhat specific demographic has already been identified as the target population of the clothing line being developed, so clearly the research should address the experiences of this population in order to have the practical import that is desired. There is still diversity within the student population targeted for the clothing line, however, and it is only by noting these differences and the variety of experiences and considerations that different segments of this population that this research will be able to produce meaningful results for the practical marketing and sale of the clothing line currently under development for future sale.

Data Collection Method