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Chapter Two: Methodology

The purpose of this chapter is to present method which has been used in this project and analyze the difficulties during this project and the limitation that this methodology may have. This chapter consists of several parts which are data collection method, data collection procedures and difficulties and limitations.

2.1 Data collection method

According to Brace (2004) states that it is obvious to people who using data collection through a questionnaire survey that the questionnaire is an important factor in its success. Moreover, as Collis (2003) indicates that questionnaire is a method which is cheaper and use less of time comparing with other methods. 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.
The questionnaire consists of 11 questions, 9 of them are designed to investigate people’s opinion toward Chinese food, and the rest of 2 are to collect personal information which would be helpful while analyzing the results. Most of the questions are closed question which would be easy for comparing and summarizing the results. There is also one open question for gathering people’s comment on Chinese food as well as one ranking question for knowing how important for factors influence people while choosing Chinese restaurant.

2.2 Data collection procedures

As Fisher (2004) states that in order to gather a result which can represent the whole population of an area, using questionnaire as method is necessary. That is to say, using questionnaire fits to the purpose of the project. In the meantime, since this project needs a quantity research, gathering a certain number of respondents is also important.
The questionnaires were distributed to 130 people in Portsmouth in the First of March 2011. Most of the respondents were students that studied in the University of Portsmouth, and the rest of them were people who were living in Portsmouth. In the 22th of March 2011, 103 questionnaires were collected; the response rate of the questionnaire was 79%.

2.3 Difficulties and Limitations

The most difficult part during this project is the questionnaire survey. As it is mentioned in the introduction, because of this project is local, so the respondents of the questionnaire should be people live in Portsmouth. Moreover, in order to gather different people’s attitude of Chinese Fast food, it would be better if there are different level of people instead of just students who participate this questionnaire. Furthermore, most respondents did not have a general impression of what Chinese fast food restaurant is, explanations were given for respondents most of time. However, it is hard to do a questionnaire survey with stranger, only less of them would happy to finish the questionnaire.
In the meantime, there may be several limitations in the methodology which have been used in this project.
Firstly, there is only one method being