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

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)12_Chapter in an edited book (Author)Not applicablepeer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationContemporary Case Studies on Fashion Production, Marketing and Operations
EditorsPui-Sze Chow, Chun-Hung Chiu, Amy C. Y. Yip, Ailie K. Y. Tang
PublisherSpringer Nature Singapore Pte Ltd.
Pages105-117
ISBN (Electronic)9789811070075
ISBN (Print)9789811070068
StatePublished - 2018

Publication series

NameSpringer Series in Fashion Business
ISSN (Print)2366-8776

Abstract

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 follow-up, incentives, and onsite face-to-face interview, 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.

Research Area(s)

  • Fashion industry, Email survey, Questionnaire, Methodology, ORGANIZATIONAL SURVEY NONRESPONSE, MAIL, Survey method

Citation Format(s)

Good Practices and Considerations in Conducting Email Survey for Fashion Retail Industry. / Wu, Chi Wai; Tso, Kwok Fai Geoffrey.

Contemporary Case Studies on Fashion Production, Marketing and Operations. ed. / Pui-Sze Chow; Chun-Hung Chiu; Amy C. Y. Yip; Ailie K. Y. Tang. Springer Nature Singapore Pte Ltd., 2018. p. 105-117 (Springer Series in Fashion Business).

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)12_Chapter in an edited book (Author)Not applicablepeer-review