Data collection strategy

· Online questioners

· Face-to-face interview

· Archival research

Face to face interview

The face-to-face interview or in-person interview is the oldest and the most popular form of exploration data collection. As well it is considered to be the best form of data collection where nonresponse could be minimized and the quality of the data collection could be maximized. Because the questionnaire would generate qualitative data (as questions are open ended), which will provide the wide range of the research objectives. There are some advantages and disadvantages of this method are existed

Advantages: - High response rate	Disadvantages:
- More costly
- Involvement of respondent	- Requires trained interviewers
- Sustain longer interviews	- Extended data collection period
- Quality control on responses	- Limited to easily accessible sample

Interview will be conducted with the line managers and employees of Ford and Honda’s company. This would help us to analyze where they feel the company is heading and what products they feel would be the most suitable to produce. For this data collection method we going to use random cluster sample strategy. So from each company (Ford and Honda) we going to choose 5 managers from different depots in the UK and 5 managers form different depots in EU. It will help to analyze care industry widely because car market situation is slightly different now a day. Also 100 employees from each UK and EU company plant will be chosen for this interview.

Online questioners

The database from Honda and Ford companies will be able for the researcher access, so the customers Internet survey can be produced. Before conducting an interview questionnaire have to be piloted. It is necessary to do a pilot, because it would ‘refine the questionnaire so that respondents will have no problems in answering the questions’ (Saunders et al., 2009, p394). Also pilot test will enable us to check the validity and reliability of questions. Online questionnaire will help us to understand the customer view related to the car and could help understand why they are more likely to buy this or other model. This type of interview allows us to use exploratory study. Exploratory study is useful to find out what is happening [and] to seek new insights (Robson 2002:59, cited in Saunders et al, 2009). The sample size will be large as the small one will be used for tha face-to-face interview. The survey will be putted on the Honda and Ford website, and also will be set to the companies regular customers. As it is an online questionnaire, correspondents would feel less stress and results are going to be less bias.

Archival research

The archival research is needed to find out the future direction of car industry. This is going to be done by comparing statistical graphs of UK and EU car industry for the last 10 years. Such sources as Office for national statistics, Mintel etc. could be use for information collection. This research could be very helpful to find out weather the car market is still decreasing or not.

Дата добавления: 2015-11-16