Wright & Company conducted a market research for ‘Fashion Destination’ to determine the consumer purchase intention for a clothing and accessories rental service. Based on secondary research and expert interviews, the consultants came up with a preliminary business model for the service. And through qualitative research they found that consumers indeed had a purchase intention for a clothing and accessories rental service. To validate the conclusion they conducted a primary research by administering a detailed questionnaire and prepared a codebook. The consultants now had the challenge to make an analysis plan to draw appropriate inferences vis-à-vis the objectives of the research.
The authors acknowledge the help and contribution of A. Himaja, Aravindan G, Himanjay Solanki, and Pratik Patil (IIMA PGP 2015). This case is developed on the basis of a project done by them as a part of Business Research Methods course.
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