This research report will test your knowledge and understanding of the theoretical concepts and models of
consumer behaviour and your application of qualitative and quantitative research methods learned during
the unit delivery and in the learning material provided.
You will conduct a small-scale research study and write a report on the following topic:
Identify barriers to sustainable consumption and investigate potential opportunities for unlocking
more sustainable behaviour in consumers’ fashion choices
STAGE 1: Understanding your research topic
This topic is your research question and it contains two interrelated parts.
Identify barriers to sustainable consumption
Why are consumers not sustainable when they consume? What are the potential factors that prohibit
consumers from being sustainable? These can be practical, physical, emotional, psychological, conscious,
unconscious, rational or irrational factors.
Investigate potential opportunities for unlocking more sustainable behaviour in consumer choices
How do we make consumers more sustainable? What are the ideas and actions that could nudge them in
the right direction? How can companies and individual consumers contribute to more sustainable behaviour?
STAGE 2: Devising a formal research aim and three research objectives
Convert the broad research topic into a specific research aim and three research objectives. You need to
narrow down the research topic by focusing on one specific challenge, barrier, brand, and/or consumer
segment that you wish to investigate. You have the freedom to choose your focus as you see fit. However,
you must justify why the chosen element(s) need the research you are conducting.
You are expected to take a deductive approach. When writing up your objectives, consider
Objective 1 – an objective related to the purpose of your literature review
Objective 2 – an objective related to the purpose of your quantitative research
Objective 3 – an objective related to the purpose of your qualitative research
STAGE 3: Reviewing academic literature (peer-reviewed journal articles and books ONLY) relevant to your
aim and objectives
Use your research aim and objective as a “guide” and perform a preliminary review of the academic literature.
You should refer to academic literature on sustainable consumption and relevant theories and frameworks
discussed in class, and then relate these back to your chosen research aim and objectives. This secondary
research will be limited to peer-reviewed academic journals and books only. You are expected to review
a minimum of three papers.
The following tasks could help you with conducting literature review:
Identify the key words/phrases you will use to research your focus
Identify relevant academic journals (or scholarly databases of journals) by using the UAL e-library
research facilities
Select articles that are relevant and most important to your research topic
Briefly review the articles by discussing theoretical concepts, models and frameworks presented in
the articles and evaluate how these are relevant to your research aim and objectives
If you are unable to gain access to an article through the UAL e-library, you could always search online via
Google Scholar and contact most authors directly via free services such as Research Gate.
STAGE 4: Collecting primary data using both quantitative and qualitative data collection techniques
Based on the results of your secondary research in Stage 3, you will conduct primary research to further
explore your research aim and objectives. When planning the primary research stage you must consider:
The key issues emerging from your secondary research: your primary research should build on the
results of your secondary research
Your research aim and objectives: at the end of the research process you will need to address your
research aim and objectives
N.B. The following is given as a guideline only, to help you structure your research and the report.
Remember that every piece of research is different and it is crucial that you think and follow the best
approach depending on your aim and objectives. Do not consider this guideline as uniform for all
research or other units in your course. The marks you gain will depend on the quality of the
information and analysis included within your report. As such, do not assume that following this
guideline ensures a high grade for this unit.
Deductive Approach – Quantitative research followed by qualitative research
A survey research strategy will allow you to collect quantitative data which you will analyse using statistical
methods. You are expected to complete the following tasks:
Identify the concepts you wish to measure
Devise an appropriate sampling strategy
Design a questionnaire
Collect data (minimum 30 respondents)
Analyse data using appropriate statistical methods
Present key findings
You will then explore your research focus from a different perspective by collecting qualitative data from
consumers (as appropriate). Your qualitative research design will build on the results of your quantitative
Research. You are expected to complete the following tasks:
Design semi-structured interviews
Devise an appropriate sampling strategy
Collect data (two interviews, minimum 20 minutes each)
Analyse data using the appropriate methods
Present key findings
STAGE 5: Writing up your individual research report
Title page (not included in the word count): state your Student ID, course, unit, report title, number of words,
date submitted, unit leader.
Abstract (not included in the word count): provide a brief overview of the chosen research focus and context
of investigation, research methods and key findings (max. 300 words).
1. Introduction – 250 words
Frame the relevance of the given research topic and set the scene
Have you discussed the relevance/importance of your research topic?
Have you presented the academic motivation and rationale for your research?
Have you provided evidence for the information you present/discuss via citations to reputed sources?
Have you written down a research aim following the guidelines presented during the Workshops?
Have you written three logically framed and accurately worded research objectives?
2. Literature review – 250-450 words
Write a brief literature review based on your secondary research of the topic
Does your review include only peer-reviewed academic journal articles and/or books?
Have you relied on at least three articles from reputed journals?
Have you discussed theoretical concepts, models and/or frameworks presented in these articles?
Have you evaluated how the articles are relevant to your current research topic?
If undertaking a deductive approach, have you identified the research hypothesis within your literature
review?
3. Research design – 900-1100 words
Present your design of primary research (both qualitative and quantitative) to study the given
topic and steps taken in carrying out the research
Have you identified your philosophical stance?
Have you used a deductive approach?
Have you explained your research strategy?
Have you explained your sampling strategies?
Have you identified your data collection tools?
Have you documented steps taken in carrying out primary research?
Have you evidenced instances of previous research using similar research strategies, data collection
tools and/or sampling strategies?
Have you evidenced your consideration for the University’s Code of Ethics for researchers, and
Health and Safety issues (if relevant)?
4. Findings and analysis – 750 words
Present and analyse the findings from your primary research
Have you summarised the demographics of your questionnaire using charts and graphs?
Have you summarised the responses to survey questions using relevant descriptive statistics?
Have you tested each of your hypotheses?
Have you considered the assumptions underlying each statistical test you have used?
Have you presented enough evidence from IBM SPSS Statistics to demonstrate the output from
statistical testing?
Have you interpreted the statistical output with enough detail and accuracy?
Have you clearly indicated whether each hypothesis is supported or not?
Have you analysed the output from your qualitative research?
Have you demonstrated your awareness of qualitative data analysis and presentation techniques
relevant to your research?
Through the analysis, do you clearly show how the qualitative research helps you to explain certain
elements of your quantitative findings?
5. Conclusion – 150 words
Write a short summary of your research and highlight key findings
Have you compared your quantitative and qualitative findings for similarities and differences in
relation to the academic literature that you reviewed?
Have you identified the limitations of your research?
Reference list (not included in word count): Follow Harvard Referencing (see
http://arts.ac.libguides.com/citethemright).
Appendices (not included in word count): the following three appendices are mandatory and must be
included in the report. If necessary, additional appendices can be included in the report.
Appendix 1 – A sample questionnaire
Appendix 2 – Topic guide for a qualitative interview
Appendix 3 – Information sheet for research participants and consent form
General submission requirements
Word count: 2500. The count includes all text from the first word to the last word of your report. It
does not include: title page, abstract, tables and charts in the report, reference list and the appendices
Presentation: Font – Arial 12pt with 1.5 line spacing. Margins: 2.5 cm top/bottom/left/right. Justify
your text alignment so that it distributes evenly between the margins
Tables, charts and visuals: you are expected to present the key findings of your research by using
tables, charts, diagrams and carefully selected images; ensure these are labelled
Harvard referencing: any sources referred to must be cited in the text and listed in a reference list
following the Harvard referencing style on the Cite Them Right Online website – On campus go to
www.citethemrightonline.com and you will be automatically logged on. To login off campus go to
http://arts.ac.libguides.com/citethemright you will be asked to go via your home institution and then
to log in with your University login and password
Ensure you obtain an email receipt upon submission and that you keep this receipt
The TLE e-learning blog includes step-by-step guides to uploading assignments to both Moodle
and Turnitin: http://elearningsupport.myblog.arts.ac.uk/student-help/student-help/assessment-howto./
If you have difficulties uploading your assignment, please contact the e-Learning support team for
help: [email protected]
LEARNING OUTCOMES (& MARKING CRITERIA FOR ASSESSMENT)
Upon successful completion of this unit you will be able to demonstrate:
1. An understanding and application of key theoretical concepts and principles of consumer behaviour
in fashion (enquiry, knowledge)
2. Selection and application of appropriate primary and secondary research methods in order to
analyse consumer decision-making, motivation and behaviour (realisation)
3. Competent identification and execution of appropriate data analysis to elicit key research findings
that inform business decisions (process, realisation)
4. An ability to communicate in an appropriate format (communication)
