Loreal

18 Pages 4491 Words

and one for those people who have never coloured their hair before (19 (12 male, 7 female)). The sample was taken mainly from Paris and Parisian suburbs, but it also includes some interviews conducted in Cologne/Germany and Mallorca/Spain.

In order to obtain primary data on trends of teenagers and colouration, a survey with a standardized questionnaire was conducted. The aim of the survey is to provide both qualitative and quantitative data. Quantitative data comes from structured, closed questions that require the respondents to answer: yes/no, from a list of choices or with a rating number. The qualitative data is collected through open-ended questions that allow the respondents to answer in their own words. A standardized questionnaire was used to avoid interviewer effects and to create a similar environment for all of the respondents.

The method chosen for the conduction of the survey was the intercept method. People were stopped at the mall or in the park and asked if they wanted to participate in the survey. The advantages of this ...