Peer Review

This is my final blog for public relations research! Today I will be commenting on two of my classmates posts. First, I took a look at Roberta's fashion blog. In this particular post, she discusses the importance of surveys in the fashion industry. She highlights the importance of consumer feedback, and how this benefits designers. Consumers can rate customer service, new designs, and help predict new trends. For example, if a survey is given to a particular store's customer base whether they like a new pair of leggings or not, these results may influence whether more of this product is made. She also gives us a great example of E!'s fashion police. On this show, celebrity figures are given the opportunity to rate other celebrities' outfit choices. Viewers are encouraged to go online and rate the outfit.
Another blog post I decided to review is Stephanie's Jersey Shore Experiment. In this blog post Stephanie discusses how the MTV hit Jersey Shore was produced to examine the chemistry of individuals. It is similar to Real World because it puts strangers together in a house, yet different because many of these individuals share common interests and share a similar look. Jersey Shore has produced more controversy than any other show recently, yet it has had the highest ratings. Overall, the success of Jersey Shore has proven to be an experimental succes.

Experimenl Research

In Public Relations, experimental research is used frequently in order to gain insight on a new product or behavior. It is a collection of research which uses manipulation and controlled testing to understand causal processes. One or more variables are manipulated to determine their effect on a dependent variable.
In the fashion world, experimental research is conducted in order to research consumer trends.  There are internal and external factors that drive people to shop. Internal motivation may be to keep up with appearances and look your best, while external motivations may be to keep up with the trends that are occurring and fashion among friends. Other factors that may influence someones decision to buy a product may include what the product is made of. This website highlights different experiments conducted in the fashion world, and various ways which people limit their product consumption. One experiment, called the Great American Apparel Diet, challenges people to not buy any new clothing for a whole year. Unfortunately, I had trouble finding an experiment which uses variables, pre tests and post tests.

Surveys in Fashion

Surveys are an important quantitative method used in Public Relations. They help gain insight from the consumer by asking questions that can benefit the company. Questions should not be confusing, and get straight to the point. In addition, surveys should give the participant the right amount of answers to gain a response. For example, in class we were given a list of 10 survey questions and asked what was wrong with each. One of the questions was "Which do you associate with September 11?" and the choices were "Osama Bin Laden, George Bush, or Sadam Husein." This is not a good question because what if you do not associate a particular person with September 11, rather a thought, memory, picture, etc. In fashion, surveys can be general such as "Out of the following which is your favorite designer" to "Do you own a pair of jeggings." While explaining various fashion surveys, I found a page of them on Buzz Dash that gave a WIDE variety of topics that people can cast their vote upon. One question was
1.) what do you think about the $2 million Victorias Secret bra?
     a.) i love it
     b.) i like it
     c.) i dislike it
     d.) i hate it
We are told to stay away from strong emotional words such as "hate" or "love" but in the fashion world I feel as though these  words are used so often to describe new trends, designs, and designers. The surveys on this site are for fun and to look at what others feel about hot topics in fashion. However, designers and fashion websites like to collect data in order to give their readers insight into what other women think and if their opinions may be similar to theirs. In conclusion, surveys in the fashion world can be used for fun in order to let others know what trends are out there and if you agree. In addition, surveys are used to predict whether new designs and trends are working or not, what colors are in and not. This helps designers target certain groups of people and create new designs.

ClassCommentary

For this week, we had to look at two of our classmates blogs and comment on them. Last week we had to describe how qualitative research is used in public relations, and the importance of it. Qualitative research allows those in the public relations field to gain insight into new trends, and receive the maximum amount o feedback from an individual. Opinions are shared, and what can be done to improve your product are given in greater detail.

For my first blog I decided to write about PaigesBlog because she discusses Fashion PR as well. She explains that through different forms of qualitative research we are able to study trends in the fashion world. She gives an example of a designer named Mark Fast, and how he studies consume trends. Fast has lines of new clothing, but holds on to a classic look. In order to achieve this he takes inspiration from what others are wearing yet still holds true to his vision. He uses observation for his technique. This could be as simple as people watching.
Another blog I decided to look at was AshleysBlog because it deals with crisis management- a subject I have yet to discuss. She shares that certain overseas companies are forced to hide certain things so that their product will be allowed overseas. Companies are censoring for protection. He points out that companies are making headlines and getting attention, but for the wrong reasons. Qualitative research is done in order to find out the opinions of why companies do this. Additionally, observation and a bit of secondary research was done to find this out.
Overall, qualitative research is important in all fields of public relations. It allows for companies to grasp a better understanding of their consumer, and what drives them to make certain purchasing powers, or live like they do. 

Qualitative Research

Qualitative research is important aspect of public relations that seeks to understand human experiences and opinions. It explores to answer why a person feels a certain way and explore their behaviors. There are various methods that are a part of qualitative research. This particular type of research is usually done in focus groups or interviews. The researcher is able to engage with the subject and analyze their words and ideas as well as facial expressions and gestures.
The fashion industry deals with different forms of qualitative research to get insight into consumer desires.  Styles are constantly changing and new trends are constantly emerging. Qualitative research is constantly needed due to changing times in the competitive fashion world. Avon is a global cosmetics company. According to the Avon Report, they believe spending time with the consumer market gives the company better insight. This particular report was interesting ebcause it explored Hispanic women in the Talahasse, Fl area and their makeup habits. The study found that Hispanic women are :
- More likely to use foundation, blush, and mascara on a daily basis than African American
or Asian women who use these products.
- More likely to use lipstick every day.
-More likely than Caucasians to use lip gloss and lip liner daily.
They were also able to conclude that the makeup industry has surpassed the fragrance and skin care industry in recent years. The focus group was designed to better understand the brands consumers and their relationships with other women. In addition researchers are able to obtain a better understanding of these women's opinions on not only their brand, but other brands available as well.

ClassmateComments

This week we were asked to comment on two of our classmate's blogs. Last time we had to do this, I chose an entertainment PR blog and a fashion one. Although I did read a fashion blog for this week, I read about the technology used. In addition, I read about a tool many of us use- social media- and how it is closely related to public relations.
When reading Caryn's Technology in PR blog she discusses podcasting for public relations. Podcasts are excellent PR tools because they allow a message to be sent to a mass audience with audio. Audio allows the public to visually consume a message or event, which many find more effective. People tend to remember pictures and video more than what they read. Additionally, podcasts are a great way to relay messages in a controlled manner. This year during the Spring 2011 Mercedes Benz Fashion Week, many fashion shows were available for viewers to see via livestream and podcasts. A podcast allows coverage with very little room for incorrect interpretations. Words can often be interpreted incorrectly, and audio visual measures decrease this problem.
In addition to Caryn's blog, I read Kevin Mahoney's  blog on social media. This blog post discusses how QU is hosting a social media breakfast every six weeks where leading professionals will discuss new social media networks and how they can be used as beneficial PR tools. Social media networks such as Twitter and Facebook have been exceptional free tools in promoting events and products. This is a great idea to hold a breakfast like this every couple of weeks, because these tools are constantly changing. I was also happy I read this blog because I was unaware that this was taking place, and I think it would be a great idea to see one of these discussions.

UNOBTRUSIVE RESEARCH

The fashion industry follows trends based on what others are wearing. According to Social Research Methods, unobtrusive research methods are measures that don't require the researcher to intrude in the research context. Designers use unobtrusive research when designing collections. They observe what people are wearing on the streets, and what inspires them. By observing others on the streets, designers and consumers are able to participate in indirect measure of unobtrusive research.
Consumers also participate in this type of research in the same way designers may. If a consumer is interested in buying a particular dress from a store but does not know if it is popular, they could ask the store how many they sell. however, the store may distort the results as an approach at selling the dress. The consumer can sit outside the door and see through the bag if the customer bought the item. Another way a person can observe a trend is to people watch. If someone wanted to know how many people wear rain boots in the rain at Quinnipiac, they could sit outside a building and observe about 50 people walking in and out.
An important factor of unobtrusive research is that those observed are seen in their natural element. People tend to exaggerate in surveys, and their answers can not always be trusted. However, if you see them in their environment there is no denying their actions. In my opinion, people watching helps observe trends that are occurring, and designers are therefore able to replicate these trends or create new ones with the collected data.