Research Methodology and New Product Development

The assignment provided is on 'Research Methodology and New Product Development'. It involves designing summer shoes, conducting market research, creating a marketing plan, implementing the plan through social media, and selling the products at London Fashion Week. The student has been guided through various resources such as books and journals, providing information on qualitative research methodology, family business review, journal of product innovation management, and new food product development. A project log book is also included with weekly updates on research progress, including new ideas or changes in project direction. The assignment aims to provide a comprehensive understanding of the research methodology involved in new product development, from concept to market.

Managing a Successful
Business Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................2
Aims and objectives.....................................................................................................................2
Project management plan.................................................................................................................2
Research Methodology....................................................................................................................4
Introduction..................................................................................................................................4
Research Type..............................................................................................................................5
Research Approach......................................................................................................................5
Research Philosophy....................................................................................................................5
Research Design...........................................................................................................................5
Sampling......................................................................................................................................5
Data Collection............................................................................................................................6
Data Analysis...............................................................................................................................6
Ethical Consideration...................................................................................................................6
Finding and Discussion....................................................................................................................6
Recommendation...........................................................................................................................15
Conclusion.....................................................................................................................................16
Reflection ......................................................................................................................................16
REFERENCES..............................................................................................................................18
.......................................................................................................................................................18

TITLE: New product development in London fashion week.
INTRODUCTION
New product development is procedure of delivery fresh good to marketplace. Business can need
to involve in this procedure due to modification according to consumer taste and preferences,
raising the competition, advances in devices and to capitalize on new chance. Development of
new product is also known as new product management. It is series of stages which involves
formulation, design, growth and marketing of fresh making and rebranding products or services
(Fuller, 2016). The purpose of product development is to prepare, maintain and raise the market
share through customer satisfaction of their demand. It is defined wider as modification of
marketplace chances into good available for sale. It can be required knowing of requirements and
wants to consumers, competitive edge and nature of the marketplace.
This project is based on ASOS. It is the British online fashion and cosmetic retailer.
Organization was supported in 2000 in London that mainly purposed at young adults. Website
sells over 850 brands and their scope of article of clothing and accessories as well as ships to all
196 nations from satisfaction centres in the United Kingdom, United State and Europe. Now, the
company has made decision in relation to launch new product which is “summer shoes” in the
London fashion week.
Background of study.
The present report is based on launch and develop new summer shoes by ASOS in London
fashion week. New product development is very famous subject in context of business because it
has large influence on the profits, sales, market share, operations and whole company. After new
product development, it becomes simple for company to trade across the wider through that they
can expand their business. Therefore, the research can determine the targets group and marketing
strategies which can help to firm in relation to new product development. ASOS is largest online
fashion retailer performing at international level. Therefore, there are different conditions occur
where sometime it become very complex for them to operate. Also, sometime it makes sample of
chances to expand them at international level.
Rationale
Around the subject, the new product development in the business, there have been extended
investigator are done. This present investigation will determine the launching and developing
new product by ASOS. Firm is going to design and introduce new product which is summer
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shoes in London Fashion Week. Thus, it is the very essential to determine the different strategies
of marketing and managing successful new product development by ASOS. This can create
chance to gain market share in the international marketplace.
TASK
Aims and objectives
Aim:
“To determine launching and developing the new summer shoes in the London fashion
week- A case study on ASOS.”
Objectives:
 To examine the concept of new product development and launching.
 To determine the process of designing and marketing of new product by ASOS.
 To analysis the different target consumer groups and ways of reaching in the 1 Month.
 To recommend the strategies of marketing and managing the successful new product
development by ASOS.
Research Questions:
 What are the concept of new product development and launching?
 What are process of designing and marketing of new product by ASOS?
 How to analysis the different target consumer groups and ways of reaching in the 1
month?
 What are recommended the strategies of marketing and managing successful new product
development by ASOS.
Project management plan
It is the representation utilized to define every stage of the project. The elements can involve
initiating, planning, executing, observing, controlling and closing. It is the most essential portion
when it comes to organize investigation on any subject for the research. The main components of
planning of project management includes standard for scope, cost, time, risk, quality and
resources as well as communication. There are elements characterised below that are utilized to
make project management plan-
Quality: It is very essential to complete aims as well as objectives of the project. All the data
which are collected through researcher must have reliableness and genuineness. Researcher can
assure that gathering data to interpretation, so that quality must be maintained.
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Resources: Capable resources are required to do whole research in effective manner. If
researcher does not have adequate resources than quality of research can be influenced (De
Massis and et.al., 2016). Thus, it is important that required resources must be collected.
Resources involve financial, technological, human resources and so on.
Risk: In relation to organize research efficiently it is very important that there can be proper
measuring of risk which will aid the firm and researcher to keep usefulness of research. There
are many risks which are happened in conduct the study like security issue, technological issues,
ineffective communication etc. Therefore, it is very important that investigator can assure and
rationalize risk through creating appropriate plan and management.
Communication: It is the support when it comes to organize any research on any subject or
theme. There can be great communication among function of firm and all the actions related to
aim of new product development (Du, Yalcinkaya and Bstieler, 2016). Project manager will
utilize emails circular are chosen for effective interaction among the workers who will
participate in the research.
Cost: It is the key work of the investigator which project manager have to set the cost or plan the
budgeted costs in which the research is accomplished. Therefore, effective management of
costing is required, so that all the action of study carried in efficient mode. In organizing the
research, £3000 will need to accomplish the project relating to new product development
because, it is very broad topic. Investigator has to research all the narrow view, so that outcome
obtained can be authentic.
Time: It is the necessary to complete the research according to allocated time. Project manager
decided to that this project will be completed within 3 months. Thus, they need to ensure that all
employees should be effectively working, proper utilization of resources and reducing the risks
in effective manner (Leenders and Dolfsma, 2016). This can help to complete the project as per
time bound.
Project scope statement:
It is mainly an output of describe scope procedure. It is very time consuming action and can need
multiple stakeholder involvement including experts from external company. It involve product
scope, project scope, deliverable, acceptance criteria of product, out of scope action and
constraints and assumptions.
Work break down structure and Gantt chart
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TASK WEEK
1
WEEK
2
WEEK
3
WEEK
4
WEEK
5
WEEK
6
WEEK
7
Designing of summer shoes
Segmentation of market
Product costs and quality
Product launch
Collecting data for study
Findings and make
recommendation
Submission of report
Work breakdown structure
Level Work break
ID
Work break Activities Description Resources
1 1.1 Project initiating Formulating
aims and
objectives of
projects.
Research on selected
topic.
2 2.1 Project planning Project
management
plan
Planning
3 3.1 Project execution Selecting
literature review
Collecting
information relating
to literature review.
4 4.1 Research methodology Selecting the
research
methodologies
Implementation of
different approaches
and methods.
5. 5.1 Data collection Selecting the
respondents
As per graph and
tables.
6. 6.1 Finding and discussion Finding and
getting the result
of research.
Through charts and
graphs collecting the
data.
7. 7.1 Conclusion and Evaluating the Through finding and
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recommendation information. discussion.
8. 8.1 Final submission Proper
documenting of
report.
Final Submission
Research Methodology
Introduction
Research method is organized plan for conducting research. These are most necessary portion as
it is directly linked with execution the aim and objectives of study. It become simple for
researcher to gather reliable data for aim of taking correct judgements. The methods of research
include approaches, design, data collection, type, philosophies, sampling & ethical consideration
(Kumar, 2019). The type of investigation method chosen through research worker support the
work and methodologies utilizes to gather the information.
Research Type
The careful consideration of the investigation relating to topic or issues using scientific methods
are called as study. There are two types of research such as qualitative and quantitative.
Quantitative research is dependent on numerical amounts or quantities while qualitative research
are those which is dependent on words, emotions, concept, feelings and any other quantitative
components (Quinlan and et.al., 2019). The present study is based on qualitative research, so that
investigator has taken views of respondents by questionnaire method.
Research Approach
It is essential to select best approach to doing research by researcher. It is plan & process which
comprises to stages of wider anticipates There are three approaches such as deductive, inductive
and adductive. Inductive approach is mainly concerned with the generation of new concept
emerging from the information (Alvesson and Sköldberg, 2017). On other side, deductive
approach is based on testing and aimed theory. In this research, investigator will be utilized
inductive research approach which is starting from the observation and concept.
Research Philosophy
It is belief about the mode in which information about the event can be collected, evaluated and
utilized. There are four kinds of research philosophies such as pragmatism, positivism,
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interpretivism and realism (Bresler and Stake, 2017). In this study, researcher will be utilized
interpretivism which is based on small samples, deep research and qualitative by which collected
the information.
Research Design
The design of research determines the research types and sub-type , research problems ,
hypothesis, independent and dependent variances etc. There are four types of research design
such as descriptive, coorelational, semi-experimental and experimental (Flick, 2015). Research
will be used descriptive research that is scientific method include determining and observing the
behaviour of subject without effecting in any way.
Sampling
It is the procedure utilized in statistical analysis in which predefined number of views are taken
from larger population. The method utilized to sample from big population based on the kind of
analysis being worked but can involve simple random sampling or systematic sampling (Taylor,
Bogdan and DeVault, 2015). Investigator has chosen small portion of the population for the
research rather than researching entire population. There are two kinds of sampling which are
probabilistic and non-probabilistic sampling. Researcher will select 30 employees within London
fashion week.
Data Collection
It is the essential to collect data from reliable sources when it comes to conduct the study. It is
procedure of gathering information from all relevant sources in relation to find reply to research
problems, test hypothesis and assess the outcomes (Silverman, ed., 2016). There are two sources
like primary and secondary for collecting information. Research will be utilized questionnaire for
collecting the data from the participants.
Data Analysis
It is required to inspect, clean and molding the information when the info is collected because
data are gathered insignificant and useless without its appropriate analysis (Mackey and Gass,
2015). Research will prepare tables, charts and graphs as well as interpreted information in
effective manner.
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Ethical Consideration
Ethics are measures or regular for conduct that different among right and failing. They will aid to
define the difference among accepted and unsatisfactory. There are various ethics that requires
for considering the before and during the study are as follows:
 Data are gathered for authentic sources. Wikipedia and investopedia sites were not
involved (Kumar, 2019).
 The level if confidentiality was adequate.
 No any participants are force to involve in the research, and they have right to leave the
sample wherever they need.
Finding and Discussion
Questionnaires
1. Do you think new product developing take success of ASOS?
 Strongly agree
 Agree
 Strongly disagree
 Disagree
2. Which kind of distribution channels utilized by ASOS in terms of selling the new summer
shoes?
 Direct selling
 Online selling
 Sales team
3. Who are targeted consumer group in which company sells the product?
 Demographic segment
 Behavioural segment
 Geographical segment
4. What are benefits of development of new product “summer shoes” by ASOS?
 Improving reputation
 Increase market share
 Enhance competitiveness
5. What do consumer like women prefer the quality of shoes of the ASOS?
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 Sport shoes
 Flat Sandal
 Heels
6. What do consumer like women prefer the colour of shoes of the ASOS?
 Black
 White
 Brown
 Blue
7. Which kind of approach can help to attract the consumer by introducing new product of
ASOS?
 Effective communication
 Social media marketing
 Focus on target market strategy.
8. Do you think that new product development can attract broad range of customers?
…........................................
9. Which kind of barrier happen the most in introducing new product?
….....................
10. Do you think that giving specific features in new product can increase the productivity of
firm?
…......................
Theme 1: New product developing take success of ASOS
Options Respondents
Strongly agree 12
Agree 8
Strongly disagree 6
Disagree 4
Total 30
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9
Strongly agree Agree Strongly disagree Disagree
0
2
4
6
8
10
12
Column B

Interpretation: From the above graph, it can be interpreted that out of 30 participants, majority
of respondents strongly agree that new product development is beneficial in terms of success of
ASOS. Some participants are agreed with this statement which developing new product can help
to success of firm. On other hand, majority of respondents strongly agreed with this statement.
Theme 2: Distribution channels utilized by ASOS
Options Respondents
Direct selling 10
Online selling 13
Sales team 7
Total 30
Interpretation: From the above bar, it can be taken that out of 30 respondents replied that
company needs to follow online selling of new product which is “summer shoes” which can help
to attract the number of consumers in the ASOS. Also, some participants said that direct selling
of new product is the best distribution channel for the firm. On other side, highly performing
sales team also is the best distribution channel for the ASOS.
10
Direct selling
Online selling
Sales team
0 2 4 6 8 10 12 14
Column B

Theme 3: Targeted consumer group
Options Respondents
Demographic segment 15
Behavioural segment 8
Geographical segment 7
Total 30
Interpretation: From the above pie chart, it can be interpreted that out of 30 participants,
majority of respondents replied that marketing department should focus on demographic
segments which includes age, gender, income level and so on in terms of targeting the audiences.
On other hand, some respondents said that marketing department should direct on behavioural
segment which involves lifestyle, personality etc. for targeting more consumers. Also, company
should focus on geographical segment which involves city, nation in which company like ASOS
can target the audience towards the new product “summer shoes”.
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Demographic segment
Behavioural segment
Geographical segment

Theme 4: Benefits of development of new product
Options Respondents
Improving reputation 6
Increase market share 16
Enhance competitiveness 8
Total 30
Interpretation: From the above graph, it can be interpreted that, out of the 30 participants,
majority of respondents said that developing new product is beneficial for company in terms of
increase market share of firm like ASOS. On other hand, some respondents replied that
sometimes new product development can help to enhance competitiveness as compared to
competitors in the fashion industry.
12
Improving reputation
Increase market share
Enhance competitiveness
0
2
4
6
8
10
12
14
16
Column B

Theme 5: Consumer like women prefer the quality of shoes
Options Respondents
Sport shoes 5
Flat Sandal 16
Heels 9
Total 30
Interpretation: From the above bar, it can be interpreted that out of 30 participants, majority of
participants said that most of the women will prefer flat sandals in the summer, because it is easy
to walk. On other side, some participants replied that some women will prefer heels as per their
needs and wants and also fashion world.
13
Sport shoes
Flat Sandal
Heels
0 2 4 6 8 10 12 14 16
Column B

Theme 6: Consumer like women prefer colour of shoes
Options Respondents
Black 12
White 10
Brown 5
Blue 3
Total 30
Interpretation: From the above graph, it can be taken that out of the 30 respondents, majority of
participants replied that most of the women will prefer the black colour shoes as per the today
fashion. On other side, some women will prefer the white and brown colour shoes which can
help to consumer satisfaction towards the brand and firm.
14
Black White Brown Blue
0
2
4
6
8
10
12
Column B

Theme 7: Approach can help to attract the consumer
Options Respondents
Effective communication 5
Social media marketing 15
Focus on target market strategy 10
Total 30
Interpretation: From the above bar, it can be interpreted that out of 30 participants, majority of
respondents replied that consumer are attracted when company like ASOS follow social media
marketing in relation to promote of new product which is summer shoes. On other hand, some
participants said that company should focus on target market strategy for attracting more and
more consumers towards the new product in London Fashion Week.
15
Effective communication
Social media marketing
Focus on target market strategy
0 2 4 6 8 10 12 14 16
Column B

Theme 8: New product development can attract broad range of customers
Interpretation: It has been evaluated that company should focus on different strategies while
introducing and developing new product “summer shoes” in London fashion week. Strategies
involves target consumer group, identify the needs and wants of consumers towards the new
product. This can help to increase attraction and satisfaction of consumer towards the ASOS and
their new product.
Theme 9: Barrier happen the most in introducing new product
Interpretation: From the above research which is being organized from project manager of ASOS
firm. In which, they determine that various barriers faced by them while creating and introducing
the new summer shoes in London fashion week. Out of 30 participants, majority of respondents
said that brand messaging and positioning of product which are main barrier that they have to
face. Also, due to lack of skilled workers, ineffective financial source which are some challenges
faced by ASOS while procedure of developing the new product in London Fashion Week.
Theme 10: Giving specific features in new product can increase the productivity
Interpretation: From the above study, company should give some unique features like specific
designing of logo. This kind of feature will attract the more consumer towards the new summer
shoes of ASOS. Also, this kind of characteristic will increase productiveness of the brand as well
as organization in the fashion industry.
Recommendation
From the above research, investigator has suggested different things which are very effective for
the firm in successful introducing of new product in the London Fashion Week, there are some
recommendation from investigator that are as follows:
ASOS should organize the market research before introducing the product in the London fashion
week. They can know the original needs and requirements of customers through conducting
market research. Also, company should focus on the social media technique as promotion tool
which is one of best and cost effective as well as very useful method ads of products and
services. In this context, company can be followed different social media platforms like
Facebook, Instagram and so on. This can help to increase attraction of consumer and sales of
firm.
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Conclusion
From the above, it has been summarized that research create project management plan which
covers all the components which are part of project like the scope of the project, cost involved in
carrying on the project, channels of communication between people involved in project
completion, the resources involved, the time within which the project will be accomplished and
the risk involved in the project and many other related facts. It can be concluded that research
has determined that creating and developing new product “summer shoes” by firm in London
Fashion Week. It can be discussed that research methodology takes into consideration many
things like the research approach used in conducting the research is whether inductive or
deductive, the philosophy underlying the research is whether positivism or interpretivism.
Reflection
In the above research it was very difficult to decide which product to launch in the market. This
is because of the major reason that due to globalization many competitors have increased and to
face this tough competition it is necessary to bring in timely innovation and creativity into the
products. So I decided to develop a new product that is launch a new summer shoe in the London
Fashion week. With the help of this project I was able to learn how to conduct research for
managing a successful business. The thing with which the report starts is to form and define the
aims and objectives.
It was very difficult to frame the aims and objectives. I made several times many aims and
objectives but sometimes the objectives were not correct and sometime aims were not
appropriate. After many times changing the aims and objective I finally reached to the final aims
and there matching objectives. Aims and objectives needs to be appropriate because the whole
study is based on fulfilment of aims and objectives.
Next I learnt that making aims and objectives is not enough rather making a Project Management
Plan is also necessary. Here I learnt that a project management plan is a document or a blue print
of the action plan which is to be carried on in order to accomplish the whole project. Also, as
part of project management plan I also learnt to make Gantt Chart and Work Break-Down
structure outlines the way in which work will be accomplished in the form of a structured
diagram.
After analysing all the factors involved in project management plan the next I learnt that
applying research methodology is very necessary for the research to be successful. The research
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methodology is a systematic and organized way of planning of all the criteria used in order to
solve the research problem and to reach to some conclusions. Also, it enhanced my knowledge as
I came to know that there are two types of research methods that is qualitative and quantitative
methods. Next I learnt that for taking sample we can use either probabilistic sampling or non-
probabilistic sampling.
Further I collected facts that data can be collected from two types of sources that is primary
source and secondary sources. Lastly I came to know that for data analysis it is necessary to
make questionnaire and these questions are asked different types of person suiting the research
aim and objective. At last, I learnt to do interpretation of the data collected through questionnaire
and to draw some conclusion from it.
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REFERENCES
Books and Journals
Alvesson, M. and Sköldberg, K., 2017. Reflexive methodology: New vistas for qualitative
research. Sage.
Bresler, L. and Stake, R. E., 2017. Qualitative research methodology in music education.
In Critical Essays in Music Education (pp. 113-128). Routledge.
De Massis, A. and et.al., 2016. Family governance at work: Organizing for new product
development in family SMEs.Family Business Review. 29(2). pp.189-213.
Du, S., Yalcinkaya, G. and Bstieler, L., 2016. Sustainability, social media driven open
innovation, and new product development performance. Journal of Product Innovation
Management. 33. pp.55-71.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Fuller, G. W., 2016. New food product development: from concept to marketplace. CRC Press.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Leenders, R. T. and Dolfsma, W. A., 2016. Social networks for innovation and new product
development. Journal of Product Innovation Management. 33(2). pp.123-131.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Quinlan, C. and et.al., 2019.Business research methods. South Western Cengage.
Silverman, D. ed., 2016. Qualitative research. Sage.
Taylor, S. J., Bogdan, R. and DeVault, M., 2015.Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Tukker, A. and Tischner, U. eds., 2017. New business for old Europe: product-service
development, competitiveness and sustainability. Routledge.
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APPENDIX
Project log book
Week No. Identified Update on weekly research (including new ideas or change
in project direction)
1 Design of
summer shoes
Select the colour, size and quality as well as determine the
costs.
2 Market research In which, identify the segment and target audience and make
positioning by utilizing distribution channels.
3 Create marketing
plan
It involves situation analysis, marketing strategies, budget,
implementation and control of plan.
4 Implementing
marketing plan
Through social media, company implement marketing plan in
relation to new product development.
5 Selling of
products
Company sells their new product ”summer shoes” in the
London Fashion Week.
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