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Questionnaires were chosen for this research because they are a reliable and quick method to collect information from multiple respondents in an efficient and timely manner.This is especially important when it comes to large projects, with several complex objectives, where time is one of the major constraints (Greenfield, 2002; Silverman, 2004; Bell, 2005).
Interviews are often used as complementary research method in the social sciences, because they give the opportunity for a more in-depth, open discussion, and more informal, free interaction between the interviewer and the interviewee (Potter, 2002; Winchester, 1999; Sarantakos, 2013).
Despite being considered a disadvantage because it produces subjective results, the flexible format of the interviews was a major advantage for this study, as some nuances of the research such as exploring “emotions”, and “creating memorable experience” could not be properly captured with the questionnaire design.
al, 2008), obtaining a more nuanced view of the connections between the different variables.
For this study, triangulation was very useful because the researcher aimed to find the intersection between two very different variables belonging to very distinct industries – the arts (performing arts in particular) and business.
This will be followed by a discussion on their ability to produce valid results, meeting the aims and objectives set by this dissertation.
The chapter then goes on to discuss the sample size and the sampling strategy applied by the author, and the data analysis methods which have been used.
A qualitative research strategy is particularly applicable for the purposes of this research, where the connection between several different variables had to be established through interpretation.
Also, the research makes use of triangulation because triangulation gives the opportunity to approach the research objectives from different viewpoints (Cohen and Manion, 2002; Altrichter et.
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