Microsoft Word Bachelor-Thesis-bl-pi-klar docx

4.5 Data collection method
 
There are different ways of gathering data depending on the research (Bryman & Bell, 2011) 
and its research question(s) and research problem(s). The selected method is thus not a choice 
of quality but of best-suited procedure for the research. The different data gathering 
procedures are related to either a quantitative or a qualitative approach. The simple distinction 
between the two of them is that the quantitative data gathering methods are regarded more 
statistical with employed measurements. Qualitative data gathering methods are instead, 
compared to quantitative data gathering methods, rational, exploratory and intuitive (Ghauri 
& Grønhaug, 2005) with the researcher working closer to the participants (Bryman & Bell, 

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2011). Because of this, the skill set of the researcher(s) plays an important role in the 
gathering (Bryman & Bell, 2011) and analysis of data (Ghauri & Grønhaug, 2005).
Data collecting methods considered quantitative are structured interviews, structured 
observations, surveys and experiments. Data gathering procedures considered qualitative are 
unstructured interviews, semi-structured interviews, participant observations and focus groups 
(Bryman & Bell, 2011). 
The qualitative data collecting method chosen for this thesis was semi-structured interviews 
since it enables the researchers to ask questions about the chosen facets while also being open 
enough to talk freely and explore other possibilities for brand loyalty and its relation to low 
involvement products. 
4.5.1 Semi-structured interviews
According to Bryman and Bell (2011), interviews are presumably the most used method for 
collecting data in a qualitative study. In a semi-structured interview, the interviewer has a type 
of interview guide with various topics that are meant to be discussed. This type of 
interviewing is most often used during a qualitative research, even though exceptions may 
appear. The researcher leads the interviewee into subjects but the interviewee is free to 
elaborate his/hers answers and bring up information that could be valid to the subject. This 
also invites the interviewer to ask follow-up questions in order to further develop the answer 
(Bryman & Bell, 2011). In a study, which is using semi-structured interviews, both the topic 
and people who are going to be interviewed are decided before the study starts. It is also, in 
comparison to structured interviews, demanding more from the interviewers. A researcher, 
who are using semi-structured interviews are often collecting information that could be 
considered personal, attitudinal and value-laden material, this means that the interviewer 
needs to have the social aspects in mind when collecting and using the information (Ghauri & 
Grønhaug, 2005). Ghauri and Grønhaug (2005) also argue for the fact that semi-structured 
and unstructured interviews compared to structured interviews are more suitable when one 
wants to discover new information, this since the interviewees have an opportunity to develop 
their answers further. 
It is argued by Bryman and Bell (2011) that 
flexible
is a word that can be used to describe the 
process of semi-structured interviews. The interviewer is not completely aware of which type 
of information one will receive or how the interview will come along. Because of this, a great 

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responsibility rests on the interviewers to keep both the interview to what is relevant and to be 
able to understand or discover patterns in the interviewee's behavior while conducting the 
interview (Bryman & Bell, 2011).