Data Collection and Analysis
The research carried on both quantitative approach and qualitative approach. It began with quantitative approach—questionnaire. Bryman and Bell (2003) asserted that mail or postal questionnaires are most popular forms of questionnaires. Another form—self-completion questionnaire was also common because of the overlap with postal questionnaire to some extent.
The questionnaire was self-completion questionnaire which sometimes is named self-administered questionnaire. It is to say that respondents completed the questionnaires by themselves (Bryman and Bell, 2003). The research conducted an online survey though a professional website called ‘survey monkey’. There is no doubt that it is a cheaper and easier way to collect information for researcher. In addition, it is convenient for respondents as well.
The questionnaire encompassed five sections. The first section was introduction. The aim of the research and the completing time of the questionnaire were introduced in the section and make sure the respondents know the security of the information they offered. The second section included only two demographic questions, which are ‘What is your gender?’ and ‘How old are you?’ The two questions were design to select useful information. The respondents who are female and age between 18-24 or 25-35 were contributed to the research. Others were seen as invalid questionnaires. The third section was the most important section of the questionnaire. There were ten closed questions in the third section which follow an easy to hard order, but eight of them were single answer question whereas the rest two were multiple choices questions. The first question ‘Are you interested in fashion brand (e.g. Zara, AF)’was also a qualify question. The respondents who are not interested in fashion brand at all were not taken into consideration. The next question was aim to find out the reason of being interesting in fashion brand. Then, the following four questions were asking about the channels of collecting fashion brand, and the opinion of the different channels. Last four questions were more related to the main research topic. In order to explore how the brands affect consumers’ choices, the four questions started from the most familiar aspect promotion activities to the final directly asked the challenges of building fashion brand in Shanghai.
The questionnaire used simple words to make sure respondents can understand easily, and the questionnaire can be completed within ten minutes. So respondents would not have a bad mood which may influence the research.
The results of questionnaires were collected within four days and analysed by the application—SPSS (Statistical Package for the Social Sciences) which was put into practice in the middle of 1960s (Bryman and Bell, 2003). Frequency and cross tabulation were two main forms to describe the sample and compare the differences between each issue and...