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data that already exist. It is not a flexible way to collect data. If you are not clear about what you are looking for, you may spend much time but not collect the data you need. So this method of documentation should be used base on the assumption that you have the clear objective about what kind of data you want to collect.
And the data and information that you want to collect through this method must be the real and existing information available in the market. So this method just can help to collect the past and historic information and can not collect the in-depth information. The data sources of secondary data collection are from the public and existing materials and are not directly from the customers or other market sources.

3.3.1.2 Primary Data Collection
There are many data collection techniques to collect primary data from the research including interview, questionnaires, focus group and case study and so on. Primary data collection is every important for us to collect in-depth data and information, while secondary data collection only can provide us with the existing and skin-deep data and information.

Table 3.3 Advantages and Disadvantages of Primary Data
Advantages of Primary Data Disadvantages of Primary Data:
Can probe deeper answers Takes time
Can get detailed information on what causes problems or benefits. More opportunities for bias creep in when results are "coded"
Can also elicit more honest and more sensitive information Also the ever-present problem of all self-report measures
By using interviews, future change agents can also introduce themselves to the people in an organization, and establish both rapport and trust Accuracy

(Saunders et al., 2003)
Due to the advantages of primary data, it is important for us to collection primary data through data collection techniques like interviews. Primary data collection can provide us with the in-depth data and information related to our research questions. Therefore, primary data collection is crucial to the success of my research despite of its main disadvantage that it could take a long time and cost much to collect the data and information.

3.3.2 Data Collection Methods
According to the different types of research, there are many different data collection techniques such as interviews, questionnaires, survey, observation, focus group, and documentation review and so on (Saunders et al, 2003). The different data collection techniques have their different advantages and disadvantages, and should be adopted according to the different research purposes. In this research, three data collection methods of documentation review, in-depth interviews and observation will be adopted.

3.3.2.1 Documentation Review
Among data collection techniques, documentation review is the method to quickly and accurately collect the existing information and historical information. This method is to collect data through reviewing the formal company documents and reports about production, sales and finance. (Saunders et al, pp. 104, 2003)

Advantages and Limitations
We choose this method of documentation review, because this method is easy to do and has few limits to the market environment and we need to use this method to collect some existing and historic data and information for the research. This method of documentation review has many advantages and is generally used in the case study. The information