What are the main stages of the data collection?

Before conducting any interviews, the interviewer attempted to strike a relationship with the participant, in order to build rapport and feel comfortable in the situation. This consisted of a conversation regarding their lives, interests, and procedures. The sequence in which the questions were asked was intended to get the participants’ most important responses firsts, such as answers about the opinions of Nike’s failures regarding social responsibility. Followed up by questions linked to the literature review and follow up questions to expand on the participants’ views. The interviews were constructed in this fashion so that the fundamental questions were answered first in case of any unforeseen circumstances (Refer to Appendix A – Interview Guide/Sample Interview Transcript). All five of the interviews were conducted in the comfort of the participants’ homes; so that the participants feel at ease in familiar surroundings and also to look at the Nike products they have to help with their recollections of events. Taking all this into account all the interviews lasted between 45 minutes to an hour and was taped for analysis and transcription.

Alternative methods for data collection were deliberated; such as telephone interviews, as there would be a significant increase in speed, access, and lower costs. However, this type of interview is unlikely to last for more than 20-25 minutes, while also neglecting the non-verbal cues that that can be attained through face-to-face interviews. Therefore, weakening the effectiveness of the research to answer the studies aims; As a result, telephone interviews were ignored.