Details

Autor(en) / Beteiligte

• Chow, Pui-Sze
• Chiu, Chun-Hung
• C. Y. Yip, Amy
• K. Y. Tang, Ailie

Titel

Good Practices and Considerations in Conducting Email Survey for Fashion Retail Industry

Ist Teil von

• Contemporary Case Studies on Fashion Production, Marketing and Operations, 2017, p.105-117

Ort / Verlag

Singapore: Springer Singapore Pte. Limited

Erscheinungsjahr

2017

Link zum Volltext

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• Correct and up-to-date market information is key to marketing strategy formulation and campaign planning. Email survey is often used by fashion retailers as a tool to capture the market information. It is particularly important for the email survey to capture the market information from a mass market in a short period of time. However, there are many cases that fashion retailers get poor Quality result from survey rather than high-quality and reliable results with actionable findings. This paper intends to discuss good practices in conducting email survey for the Fashion industry. It refers to a consultancy project administered by the authors to discuss issues and considerations on conducting email survey. A mixed-mode approach, of which email survey with telephone Incentives (for survey), and onsite Face-to-face interviews, was adopted to achieve a cost-effective survey with adequate Response rate and high representativeness. The details about conducting email survey, which includes incentive, design, database, and follow-up action and facilitated the Email survey are discussed.