Age and ethnic restaurant visiting frequency - Theseus

4. RESEARCH ON THE OPERATING ENVIRONMENT AND FEASIBILITY OF ETH-NIC RESTAURANT28This study employs customer survey to conduct feasibility of the ethnic restaurantbusiness. A randomly generated customer sample was used for the study. Customersurvey included various questions, which were used for the market estimations andconsumer preferences analysis.4.1. Quantitative and Qualitative Research Method UsedResearch method is a process of systematic, focused and orderly collection of data,using different data collection techniques, in order to obtain information useful to answerour research problem. It follows step by step procedure to gather data and thenthese data are analyzed to answer the research problem. Fit between research andthe method depends upon research problem and its purpose. (Jankowicz, 1991)Qualitative research is a scientific research that includes investigation of researchproblem through systematic use of predefined procedure to answer the question,collection of evidence, generation of the results that are applicable beyond the immediateboundaries of the study. Furthermore, this methodology seeks to understand researchproblem or topics from the prospective of samples. Qualitative research ismore meaningful and silent to the respondents which can give unanticipated results.Qualitative research is more explanatory in nature. Qualitative research use samplesdrawn from the population that have the characteristics to support the research problem.The objectives and characteristics of research determine number of samples.(Family Health International, USA)In qualitative research, inductive analysis is the format for analyzing data where conclusionis made on the basis of received data, facts and findings. The main purposehere is to get detailed understanding and explanation of attitude, actions and behaviortoward certain phenomena. During the research process, no any predeterminedsuggestions are set. Further, depth of data matters more than the number of size ofdata. Language of this research method is more literary even though the research isscientific. (Leedy 1997, 104-111)The purpose of quantitative research is to quantify relationship between variables.Variables could be different for example, performance, weight, time etc. Variablescan be measured in a sample of subjects. Quantitative results express the relation-