Methodology
Secondary Research
Books-“ We were feminists once” supported this dissertation massively as it gave insight into the history of feminism and marketing and general background knowledge of feminism in today’ s world. Magazines- Pacific Magazine gave expert knowledge into the fourth wave of feminism. Websites- News websites such as the guardian, the independent, Buzz Feed, New York Times and the Telegraph were used to gather detailed evidence of current day issues. Trend reports from LS: N Global provided a professional and future outlook on the subject. Business websites such as business insider and trend hunter were used to develop an argument for marketing from a business perspective. Podcasts-“ What Mom Never Told You”-“ Empowertising podcast provided knowledge of marketing techniques aimed at females.
Primary Research
Online Questionnaire Focusing on millennials views and engagement with feminism, a questionnaire was conducted at the initial stage of primary research. A sample of 101 participants was reached via social media, email and approached in person. The questionnaire was conducted on Survey Monkey, and aimed at people aged 16-60 plus to gain a sizeable insight into how feminism is perceived. The most common age group to respond was 18-25 consisting of 55 % of the participants. Therefore, this could be a limitation as it shows less representation. However, the researcher was aiming the questionnaire at millennials in this age range. The survey also had a majority of mainly female respondents as 86 % answered as female. This could be another limitation again as it shows little representation from males. The questionnaire consisted of 6 questions in order to discover primarily millennials thoughts of feminism. With an ample number of participants, the researcher could gather a significant coloration within answers. Furthermore, this allowed the researcher to achieve an initial impression of the general opinions of feminism particularly within millennials. Interviews Interviews enabled the researcher to gather further detailed opinions of current day issues relating to feminism addressed by feminists in professional environments. This research provided qualitive data and gained further knowledge of the subject. Three participants were asked due to their professional links to feminism, thus acquiring specialised research. Throughout the dissertation key drivers such as, politics, technology, social issues and marketing are discussed. These