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collected through documentation review is factual information and through this method, we can get the comprehensive and historical information with few biases. So this method is very useful for us to understand the real information about the company at the beginning, because the documents about the company are all announced by the company, and are real and open to all the people concentrating on the company.

Although the research method of documentation review is very useful for us to collect the existing information, this method often takes time and the information may be incomplete. Using this technique requires people to be quite clear about what they are looking for and this technique is restricted to the 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 information sources of this method are from the public and existing materials and are not from the customers or other market sources.

3.3.2.2 In-depth Interviews
Generally, Observation, interviews and questionnaires are three main primary data collection methods (Sekaran, 2000). According to the purpose of this project and the restriction of time and geography, I will mainly focus on the method of interviews to collect qualitative data. The semi-structure interview has been used to collect data.

Interview is a good data collection technique to get the in-depth information and it is particularly useful for getting the story behind a participant’s experiences. This method is used when we want to fully understand the impressions or experiences of someone or want to learn about their answers to the questionnaires. (Creswell, pp.125, 1994) Interview is the process of the communication between the interviewer and interviewee. The communication includes the free talking and the discussion about the assigned questions. This data collection technique provides people with a communication way to know the information they want to know from other people or know the opinions of other people on the assigned questions. This method of interview has strong pertinence to investigate the special issue and widely used in the market research to obtain the in-depth information.

Advantages and Limitations
This data collection technique of interviews has many advantages. It is the most direct way for market researchers to communicate with the interviewees. Through this face-to-face way, the method of interviews can collect the full range and depth of information from the interviewees. This kind of information is very useful and may not be collected through other ways. And this method can be flexible with the different interviewees and the interviewers can determine and choose the questions based on their thoughts and objectives to discuss with the interviewees and obtain the data and information they need. Besides, it is also a good way to develop the relationship with the clients. (Creswell, pp.136, 1994)

And data collection