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Another qualitative method being used in this paper is Questionnaires. Questionnaire is very widely used in the investigation of any matter. Although, they are considered to be the one of the simplest tools to gather data but their design in not simple at all. One of the most important things to keep in mind while designing the questionnaires is that what type of questions should be included i.e. whether opened ended or close-ended question will be used. Even a mixture of both the open ended and the closed ended questionnaire can be designed (Fisher, 2007). For this study I am using the open-ended questions, which is actually a written statement consisting of more than a line. Open-ended questions allows the researcher to ask important and informative questions and while their analysis can be time consuming and difficult (Mark Easterby-Smith, 2004). The questionnaire will filled by the employees of the high street retail stores in Nottingham and will approximately take 10-15 minutes to fill it. The response rate for my questionnaire will be high as the retail stores under study are not very big and the individual employees can be followed to get their information for study. One of the implication for the both the semi-structured interviews and questionnaire will be that during the time of gathering data from managers and employees, the fashion retail stores in Nottingham will be going through one of the busiest time of the years and every store will busy preparing for the Christmas and New Year. Asking for time during this part of the year will be the least thing, which they will hope for. To overcome this, semi-structured interviews and questions have to be precise and to the point, so that in less time valuable data could be gathered.

The data provided through the interviews and questionnaires will provide the large part of the research. For the secondary data, we will collect information from various resources like books, academic journals and authenticated sources from internet (Like CIA Country fact book etc). As the whole project is based upon the finding of Hofstede's theory, the data collected from interviews and questionnaires will be grouped around various cultural dimensions provided by the Hofstede's framework and then their impact will be analysed on the communication process after individually analysing each cultural dimension, this in the end will help to formulate the theory for the findings.

 Ethical and legal concerns

Have you provided a clear description of any potential ethical concerns within your project, including during the collection of data or presentation of findings?

Have you described how you will preserve confidentiality and anonymity of organisations and individual respondents?

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