3.2 Data collection process and methods

Data collection is an important aspect of any type of research study. There are two basic approaches of collecting primary data: qualitative data collection and quantitative data collection. These approaches have its own advantages and disadvantages. In order to get the best result we are going to use both methods and let them complement each other.

For gathering quantitative data we will use two types of survey: online based and printouts which can be easily distributed on the street.

An online survey is a questionnaire in a website. If you need to have a lot of answers, online surveys are ideal for this. First of all it does not cost anything comparing to telephone interviews for instance. Secondly respondents have more time to answer the questions in a relaxed and comfortable environment. Finally we can reach larger sample. Although there are some disadvantages. It can take a time to get the answer from respondents or even never get the answer. There is no active communication with respondent in case if there is a need of clarification or explanation.

Survey on the street: is when you prepare a questionnaire before and ask the people on the street directly. An advantage of this method is the huge variety of answers. The disadvantage of this method is, that some people have problems to answer directly without having time to think about the topic and most of the people want to stay anonymous.

In order to improve response rate we are going to use following tips:

• Show value of the research

• Make respondents feel important

• Provide confidentiality

• Be polite

For gathering qualitative data we are going to hold individual interviews. It is essential to develop a good strategy or a special pattern of interviewing process. First of all the structure and consequence of the question should be defined beforehand. We are going to use open-ended or close-ended questions, or a mixture of these. However each interviewer should be able to analyse and read the thoughts that interviewee communicates for example non-verbally. Interviewers should be prepared to ask extra question in order to gain in-depth information. In order to succeed in this we are going to test or simulate the interviewing procedures between our colleagues. For supporting high validity and reliability of our research we will not ask leading question.

In order to avoid any ethical dilemmas each interviewer should be represented, as well as the commissioner and the goal and aim of this research. We will mention that there is an opportunity for a respondent do not answer questions they are not willing to answer or simply stop the interviewing process without giving any further explanation. The interviewer will take notes or will use a voice recorder if an interviewee gives a permission for this. More detailed information about ethical issues can be found in chapter Ethics in research.

We assume that gathering and analyzing of secondary data is important for our research as well. Another data collection method that we want to implement is desk research. Information can be found from the internet (article already published for example) or from a book (already print). All this information are gathered and analysed. Desk research permits to collect information from different authors and make a comparison.