METHODS
In this study, the methodology used in the investigation was a two-page questionnaire.
For the primary research questions, the questionnaire would be the best tool to survey
different female consumers’ preferences. The questionnaires were conducted on sample
of 120 respondents in April 2011 in Helsinki. All the questionnaires were distributed in
three days, and all 120 questionnaires were returned, there was 0% loss. The women
who surveyed cover different age groups and different nationalities. The author spent
three days to distribute questionnaires. At first, the author planned to distribute 60 questionnaires
in flourishing area, like city-center; and distribute 60 questionnaires in Arcada.
Thus, survey would cover different age groups, as well as cover different nationalities.
However, in fact, the author found that it was difficult to distribute questionnaires
in flourishing areas, many people did not have time to fill questionnaires, so the author
collected 35 questionnaires in central railway station on the first day. And on the second
day and third day, the author distributed questionnaires at Arcada; the author distributed
questionnaires to schoolgirls as well as female teachers, there were 85 questionnaires
were collected in Arcada.
Questions in the questionnaire were related with the theoretical framework, and the
questionnaires were only available in English version. The questionnaire form can be
found in the appendices of the thesis.