5.1 Purpose and research questions
The purpose of this dissertation is to determine the importance of fur industry mainly in the region of Kastoria and Voio (Siatista). Fur industry is probably the main source of wealth in this region for many years. At another stage, the research aims to highlight the potential consequences, of a possible termination of this economic activity. According to the above objectives, the following research questions arise:
1. How important is fur industry for the region of Kastoria?
2. In which ways fur industry is supported in Greece?
3. Which is the current situation of fur industry?
4. The fur industry is ready to adopt new methods and products?
In order to investigate the above research questions, and in the context of this dissertation, a research was conducted with the corresponding methodology and research process described in detail below.
5.2 The research method
A mix of quantitative and qualitative approach was chosen for this research. A quantitative type of research is based on the collection of information, which results from data measurements, which can be either quantitative or qualitative, which are usually analyzed using specific statistical techniques. The main research tool in a quantitative research is the structured questionnaire (Creswell, 2011), which was used in this research and will be presented in detail below.The quantitative approach was considered appropriate, since its purposes include the investigation and description of the views and beliefs of fur executives. Finally, a qualitative research is used primarily to confirm existing theories (Creswell, 2011; Cohen, Manion& Morrison, 2008), while focusing on the initial questions of each researcher and is considered more objective, as participants are asked to answer pre-designed questions. In a quantitative survey the relevant variables used are
usually conceptually predetermined, while at the same time the results are predictable "a priori" through the theoretical framework, while it is preferable in surveys with larger samples. On the other hand, a qualitative research uses interviews as a research tool, and focuses in highlighting the subject under consideration.The combination of these methods is expected to assist us in answering the above research questions.
5.3 The research tool
A structured questionnaire was used to conduct the quantitative research, the construction of which was based on research questionnaires with the same or similar subject, in order to increase the validity and reliability of the answers. Using the questionnaire is able to provide comprehensive information from a large sample in a short period of time. Also, this method of collecting primary data is able to ensure the anonymity of the participants, which contributes to the greater reliability of the answers.
The first part of the questionnaire included demographic type questions such as gender, age, position and professional experience. The second part included questions about fur industry. The majority of the questions in this section were close-ended, and especially 5- point Likert scale, with answers ranging from "Not at all" to "Too much". The reasons that led to the choice of this type of questions, were the possibility they provide to the researcher for easy comparison of the answers and their convinience of coding. A significant disadvantage of this type of questions is that they do not provide the freedom of answers to the user (Creswell, 2011) and for this reason the questionnaire included three open-ended questions. Finally, the standardization of the classification of Likert type questions allows the analytical and statistical processing of the collected data, the formation of corresponding groups, as well as the quantitative estimation of the size of each group. In order to achieve accuracy in data collection, but also to increase participation in the research, but also the levels of validity and reliability, the researcher focused on its easy and quick completion by the participants. In addition, attention was focused on the clear content of the questions, while they were clearly worded, small in size, simple and understandable, while an effort was made to arouse the participants'
analysis of the data was done with the statistical program SPSS v22., using appropriate Descriptive Statistics tools.
In addition to collecting the data with the questionnaire, the researcher also conducted interviews in order to better understand the current situation. The interview is a research tool used in qualitative research, which in contrast to quantitative, focuses less on the collection of large amounts of data and more on an in-depth understanding of the subject under investigation.The combination of quantitative and qualitative methods in a research is known as triangulation and enables the researcher to take advantage of both research methods. The interviews were attended by a representative of the companies of the fur industry, a representative of the Region of Western Macedonia as well as a representative of the employees in order to capture the views of all those involved in the fur industry in the region of Kastoria.
5.4 The research sample
No specific sampling method was used for this research, it is a convenience sample (Creswell, 2011). It is worth noting that even a sample of convenience is able to provide important information about the population of a survey. Specifically, all participants completed the questionnaire electronically, in person or via phone calls, from June 15 to July 5 2021. The questionnaire was accompanied by a letter stating the purpose of the research, and encouraged the participants to respond to this, both for the sake of ensuring their anonymity and for the short time required. The sample is not considered representative of the population, and this is a significant limitation of the research (Creswell, 2011).
Regarding the interviews, they took place at the same time as the distribution of the questionnaire, in consultation with the participants. The three individuals were informed in detail by the researcher about the purpose and subject of the research, while their permission was also requested for digital recording of the answers to which they did not consent.
5.5 Reliability and validity
Every research, regardless of its methodology, aims to ensure reliability and validity, which contribute to the collection of objective data and consequently to the conclusion of objective conclusions. The notion of reliability refers to the extent to which "the results of a measurement accurately represent what they actually measure, while the notion of validity refers to the ability of the instrument to measure what it is designed to measure"
(Creswell, 2011: 90). The specific concepts are considered analogous, since "as the reliability of a research method increases, so does its validity". In this research, both reliability and validity were ensured through the observance of all the rules of conduct of investigations, as well as through the observance of the commitment for anonymity of the participants, the protection of the data, as well as from their exclusive use for the purpose of the present investigation.
Specifically,
• participation in the research was voluntary,
• anonymity, as well as confidentiality of customer responses, and confidentiality, and finally,
• the collected data were used exclusively for the purposes ofthis research.