Factors Influencing Clothing Interest and Purchase Intention among Generation Y Consumers in Malaysi

Evaluation of the study's social science approach

SECTION A Answer ALLquestions in this section.Question 1Evaluate whether the above study has adopted the positivist social science, interpretive social science or critical social science approach, and justify your conclusion. The justification should reflect an ability to distinguish between these three approaches to social science research and derive a well-supported conclusion. Clothing interest relatesto the mindset held,attention paid and curiosity developed by an individual towards clothing.A Malaysian research team once published a behavioural study on clothing interest, which investigatedwhether brand image, word of mouth, self-concept, perceived product quality and need for uniqueness would affect clothing interest among young consumers in Malaysia and whether purchase intention of this group of peoplewould in turn be affected by such clothing interest. To test the hypotheses proposed by the research team, data were collected for this study through a survey. The itemsused in the survey questionnaire were adapted from previousstudies conductedby otherresearchers. The survey questionnaire required study participants to provide responses to theitem asked,according to a seven-point Likert scale.300 study participants were sourced from four major shopping malls in Kuala Lumpur. The research teammade a deliberate decision to recruit exactly 75 study participants from each mall. The survey questionnairewas administered to the study participantson the spot, after they were approached by the research teamstationed at the mallsand consented to join the study. The study participants must be born between 1977 and 1994 and they must have bought minimum one clothing product in the past one month, in order for their data to be used. Among the 300 study participants who responded to the survey, 292 ofthem passed the screening criteria and their data weredeemed eligible for analysis. Based on the resultsof this study, clothing interest among young consumers in Malaysia was shown to be positively influencedby brand image, word of mouth, self-concept, perceived product quality and need for uniqueness. Thisstudy also demonstratedthat purchase intention would increase with clothing interest, but the extent of this increase in purchase intention would be more subdued for consumers with high price consciousness.Reference: Cham, T.H.et al.(2018). Factors Influencing Clothing Interest and Purchase Intention: AStudy of Generation Y Consumers in Malaysia. The International Review of Retail, Distribution andConsumerResearch, 28(2), 174-189.Question 2Identify the type of sampling most likely used by the study, and discuss the rationale for your choice. In relation, suggest one possible reason why the type of sampling you identified could have been selected by the research team, and give one possible drawback of using it. Apply the relevant concepts to support your answer.(15 marks)Question 3Analyse whether the study has examined one dependent variable or multiple dependent variables, and support your analysis with evidence drawn from the information available. In addition, appraise whether studies with one dependent variable generally produce more accurate research findings than studies with multiple dependent variables, and explain the basis of your vi