As a complementary method, the writer conducted interviews with an equal number of representatives of each group.
The advantages and disadvantages of each method are discussed below.
Again, this study was not an exception from this rule, as the questionnaires provided linear and clear results, but many elements from the research were left uncovered.
In order to cover more abstract aspects of the research, the author chose as a complementary method structured interviews consisting of several questions, which were distributed among representatives of each participant group.
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.
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.
For the purposes of this research, the writer has decided to use a combination of two of the classic social sciences research tools – questionnaires and interviews (Winchester, 1999; Sarantakos, 2013; Silverman, 2004; Greenfield, 2002).
The questionnaires will be distributed among managers from several companies which have used art elements as part of their management techniques, as well as among carefully selected employees of the same companies, who form part of the team of the same managers.