Research methodology: unigorm

Research methodology: Uniform

Methodology

The methodology used within this dissertation will be of great value to this particular chosen title as it will target and validate the selected methods used to collect data relevant to this study, using a combination of both primary and secondary research. Throughout this methodology it will justify and ensure the reader is able to recognise its research methods, as well as its choice of research design used. “Theory (or methodology) relates directly to the formation of research projects, and then to the practicalities of carrying out research – what research questions we ask, what data we use, how we pursue our research agendas, how we explain why we examine what we did, or why we went about it in a particular way.” (van Gestel, 2011, p. 1)

Primary research methods will be approached within two key categories, qualitative and quantitative research. “The simplest way to distinguish between qualitative and quantitative may be to say that qualitative methods involve a researcher describing kinds of characteristics of people and events without comparing events in terms of measurements and amounts. Quantitative methods, on the other hand, focus attention on measurements and amounts (more and less, larger and smaller, often and seldom, similar and different) of the characteristics displayed by the people and events that the researcher studies.” (Thomas, 2003, p. 1)This method is equally as important as secondary research due to it being able to offer more reflective opinions and explain their specific needs. Quantitative research will be used to follow a more statistical perspective with data-controlled persuasions to identify patterns and information collected of a large number of results.

One of the factors which this can successfully be achieved through is by conducting multiple-choice surveys and questionnaire’s; with its main concern being to ask questions and multiple-choice answers as a way of accumulating opinions and attitudes towards uniforms and the representation of identities through these, which can then be transferred into numerical results with the use of charts, graphs etc. This method will be used to gain an understanding into the views of a large volume of people, and to demonstrate these through the relevant extent of information needed without having to engage in individual in-depth opinions of these people.

Qualitative research is the focus on individual emotions and opinions to the chosen subject matter, primarily discovering its singular views rather than a collection of varied ones using a commitment of alternative choices. This type of process is usually executed through discussions, interviews and focus groups which endure for a more exposed answer, with an appropriate variety of people from its chosen target market, or individual if the use of a one to one interview is used. Although this method may take a longer period to process data, it allows for many more detailed responses from each person taking part with the results being interpreted valuable for this specific practice.

In combining both of these methods, it will allow for both personal thorough opinions as well as ones less subjective from a larger group of people. In order to gain understanding from people across the scope, I will also interview people with experience within the fashion industry for the intention of this dissertation’s success, using interviewing to come up with an extensive amount of information in order to understand each distinct response.

Firstly a focus group will be carried out. Twenty army cadets and instructors within the age range of 16 to 21 years will be participants within this study. This group of cadets are to be chosen due to their involvement within this industry and with having direct contact and knowledge within this field. An understanding into the choice of garments used, their personalities when wearing this uniform and the ways in which it represents them as an individual are all traits which will transpire during this practice. Their personal experiences will also be exposed within this to engage and answer any other questions which may be relevant to my study.

The essential aims from this focus group are to recognise how these young army cadets have used their obligated uniform to represent themselves and how this might question imitation of their individual identities and to what extent. This is asked to have a first-hand gain into experiences and whether the use of uniform has an impact on their abilities to perform and to a high standard, as expected. These opinions expressed will be able to contribute to any opposing ideas within this open dialogue, promoting discussions which would have not been undertaken by individual views from others within the group.

Another area of qualitative research which will be conducted for the purposes of this dissertation is subsequently through two interviews within different industry professions. The first of these is to be carried out by an innovative and skilled head teacher from Willow Wood Primary School, Sue Tomlinson.

The second of these one on one interviews will be received by Sheila Griffiths, the garment technology pathway leader and senior pattern cutting lecturer at Birmingham City University.

LISA

HOSPITAL QUESTIONNAIRE

The purpose of both of this implemented to gain a perception into both of these professional industries and how the cut of garments has evolved technologically within both genders as well as the importance of the use of uniform within specialized environments. Providing deeper opinions and details on how uniform has advanced using the contrast of interpretations from each interviewee as a way of finding out their needs. Its advantage is that a direct interview will allow respondents to answer these questions thoroughly as well as any follow-up questions supported, if necessary. Its disadvantage being that the small number of people being asked will represent a narrow number of consumer’s opinions. Although these interview questions will be tailored in aid for each interviewee, broadening these to other people in similar fields, this would permit for a larger sum of views. However, common factors emerged from these two interviews after will be analysed and furthermore compared to a greater group.

A multiple-choice survey will be conducted as a way of obtaining qualitative data regarding consumer’s attitudes on the obligation of wearing uniform, their thoughts on its benefits and the reputation of job roles being concerned. The survey will include comment boxes within each question as a way of giving the respondents an opportunity to express their opinions on the subjects being asked. Twelve questions will be asked of its respondents in order to maintain the respondents participation in the survey and non-reluctantly. The advantage of this method is the category of people reached; these being nurses, doctors, anaesthetists, and other members of a hospital provided to wear uniform along with the number of these. The disadvantage being that the multiple-choice survey will not accommodate for a further insight into how these people feel about the chosen topic, with further comments unable to be expressed.

By gathering research from a diverse range of respondents, this will aim to gather information from a larger spectrum to surface opinions on uniforms and its male dominated cut along with its representative of its wearer. This will provide the reader with a clear distinction between people’s opinions and any emerging issues due to arise within the subject. The secondary approach to this will be through the use of an online survey, in order to collect ideas; this will be sent to a variety of people across a wide range of occupations, with the benefit of this being to acquire unbiased responses. This method will allow a larger group of people to be targeted in a survey form, differently to an interview or focus group as a favourable way to use the combination of views. In the completion of this survey being countered by a high amount of people, the results are to be analysed into percentages and therefore after graphs, consisting of a clear insight into people’s opinions on how the cut of uniform and its prominence have an impact on people’s foreseen power in these industries. There may be limitations within this method, for example, a wide enough span of people unable to be reached and therefore preventing views to be grasped to its fullest in order to agree or disagree on its subject.

Data Analysis: After analysing the primary research conducted within this dissertation on the basis that these were issues highlighted through secondary research some of the expected outcomes will be as follows:
•Consumers feel that uniform enables a hidden identity within the different age groups
•Consumers agree that confidence is conveyed through the use of uniform
•Consumers acknowledge that the use of uniform is able to make them feel representative and more significant
•There is an apparent change in personalities being altered, even if slightly within its wearers of these uniforms
•Female consumers agree that there is a gap in the market for these being able to differ to male ones, if the opportunity was to arise
•Consumers feel that uniform is of great importance within their job roles

Actual Outcomes: In analysing the data received as effectively as possible throughout the primary research phase, a coding method was used. Evaluating individual responses to the focus group, surveys and interviews, and any recurring subjects allowed identifying views and any emerging issues. The key codes identified were as follows; Feeling engaged by the public as being slightly more superior, The use of these uniforms enabling a hidden personality which is different to its wearers original one, Too small of a gap in the market for female uniforms as opposed to more masculine ones and lastly, Confidence building within uniforms.