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esult of the more useful and more efficient. The reason for choosing the questionnaire is this method can get the result from different people with different customer behavior and the respond rate will be more idealization. The questionnaire will be given to different respondents by hand or email, as a result of it can be made the result more efficiency. Because of the useful of questionnaire survey as well as the lack of time and budget during the survey, questionnaire was chosen as the data collection method in this project. Moreover, the aim of this project is to investigate the opinion of people who live in Portsmouth towards Chinese Fast food; therefore, a quantity research seems to be necessary for this project.
2.2 Selection of data
The questionnaire will be contributed to the people who aged between 20 and 50. Due to this paper takes the Café de Coral group as the case study, which is the Chinese fast food company. This age group’s people have the real experience about choosing the fast food restaurant so that the result will reflect their real opinion about the Chinese fast food restaurant. As a result of the limited time, the questionnaire will be distributed to one-hundred people in the age group from twenty to fifty by random sample.
2.3 Structure of questionnaire
The questionnaire of this study will be mainly in a multiple choice format. Interviewees will be given different choices for each question. The aim of the questionnaire is to analyze how many people think that the customers’ attitude and opinion on Chinese fast food. The objective of the questionnaire is to know about the perception of the respondents towards different Chinese fast food restaurant and the reasons for why or why not choice Chinese fast food restaurant.
In addition, there will be about 6 factors which can affect the people’s decision that includes: taste, type, price, quality, service and design. And it will ask a few questions about the Chinese fast food restaurant. First question is the people’s opinion about the Café de Coral if open in Portsmouth and the other one is the factors effect for the people choosing the Chinese fast food restaurant.
In this questionnaire, it provides the multiple choice question and open question for the interviewees. Because of the factors that affect the customers decisions may differ as they have quite different cultural background.
2.4 Difficulties and Limitations
In this project we just use one method—questionnaire survey, so there are many difficulties and limitations in the process of investigation. Questionnaire investigation method can only obtain written social information, and cannot be understood to be lively and concrete social situation. This is one of the biggest weaknesses. In the process of questionnaire survey, since some respondents did not know their answers are serious to the investigator, they just dealt with the questionnaire casually or pleased help.
Meanwhile, the questions could not be understood and the answers are not very clear, so they would not be used as detailed guidance and instructions. Many people in Portsmouth did not have a general impression of what Chinese fast food restaurant is, they might not give you valuable information even you had explained much. The results of the survey are wide but not deep. Questionnaire survey is a dialogue with the writing method. If too many questions are given, respondents will fee