der to try to identify patterns or hypotheses. This type of data research may sound complex due to all the possible statistical tests involved, but one advantage is that it is structured.

Qualitative data

Qualitative data, is stated as more subjective in nature and involves examining and reflecting on perceptions in order to gain understanding of social and human activities” (Hussey and Hussey 1997). This type of data may be gathered from interviews or secondary data sources. However it may be even more difficult to collect and analyse than quantitative data qualitative viewpoint is that it cannot totally be objective, as there is always bias present. The limitation of quantitative view is the reliance on honesty and accuracy in responding to questions

Secondary data

The research is carried out by employing a number of methods to collect information. The first phase of the study gave us information from secondary sources. Information from secondary sources was very useful in many ways. Chisnall regards secondary data as the collection of existing information that may be useful for the purposes of specific surveys”. It provided an in-depth view of the issues involved in consumer behaviour, ranging from perception and attitude formation to brand loyalty and dissatisfaction. Furthermore, these sources helped build literature review for the project. The secondary information was helpful in another way that it paved the way for research and gave a direction to the work by clearing and refining ideas. The details of the secondary information is been given later in this chapter. Secondary data are the data that were collected earlier by the person or agencies for the purpose other than solving the problem at hand. The data may be available easily without incurring too much expense. The study source may be academic such as books, academic journals, magazines or non-academic such as web sites, newspapers etc

It is important to examine the available secondary data before collecting primary data. Malhotra and Birks points out that collection of the data for research must start with secondary data. Secondary data is always collected before primary data due to its time and cost advantage. Secondary data give in-depth theoretic