Initially, there were four methods of the research proposed for the conducting of research and collecting information. These were surveys, competitor analysis, autoethnography and historical data. However, due to limitations arising that have been detailed in the subsequent section 'limitations', there was no historical data as a method of research.

Surveys

Surveys were created by drawing up a series of questions that were relevant, concise and appropriate to the research question (Nardi P.M, 2015). Surveys help the respondent to directly report on their thoughts, behaviours and feelings concerning the subject matter. To enhance privacy and ensure that the respondent is at ease to give an honest opinion, the questionnaires were labelled anonymous. This technique is an alternative to giving a name as a means of identification. The targeted population was 50 to 100 respondents scattered along different days of the week to realise at a realistic conclusion (Saris & Gallhofer, 2014). To avoid taking a lot of the respondent's time, a short-structured survey was formulated with the majority having multiple choices to allow the respondent to use the shortest time possible. There were many options to use to pass the survey to the respondents such as emails, social media and others, but on this scenario, the most appropriate one was a face to face approach. The task was run for a week after which all fully completed surveys were properly stored awaiting data recording and analysis (Rea & Parker, 2014). The questions gained approval and were entered into a secure database on Qualtrics; this allowed the researchers to have stored all data collected in one place (Ornstein M, 2013).

After the surveys had been collected, the next step was to record the data and analyse the data to arrive at the intended output. Both qualitative and quantitative analysis was applied in analysing the data. The reason behind this is because the survey involved both numerals and the "why" and "how" answers. To analyse the data, python tool was used as a tool for data analysis. Also, in some instances, other tools such as SQL, JAVA, MATLAB, were used to supplement the primary tool of analysis (Beam G., 2012). This made sure that all the data are analysed exhaustively. After the data have been analysed, the next step was data presentation to give a clear picture of the actual scenario. Various graphical techniques were used to visually show the reader the relationship between the gathered data sets and to emphasise the nature of a particular aspect of the data. Also, it aimed at geographically place the data appropriately on a map (Fulton B.R, 2018). The various methods used for data presentation were graphs, pie charts, bar graphs and histogram. This helped to quickly compare the various targeted subjects in terms of the matter in question. 

Autoethnography

An autoethnography was another source of information for the research. The Autoethnography was based on the tendency to spend of an individual before, during and after a pandemic (Jewkes Y., 2012). This information was from a first-hand source, and thus it is equally reliable just like the other sources. The first paragraph explains the spending behaviour before a pandemic. From this, it can be seen that the spending behaviour before the pandemic was normal. Everything was operating at an optimum level ranging the basic needs consumption to the clothing's (Hughes & Pennington, 2016). This was because there was nothing which was constraining the budget and the resources inflow was steady at the moment. When the pandemic struck, all the irrelevant issues came to a halt and now one could only spend on the just necessary expenditures. Various job positions were declared redundant, and now people had to stay indoors with no income.  With this pandemic lockdown, as illustrated from the autoethnography spending was scaled down and directed towards the "must have" products and services. These included foodstuffs and other essential items like masks, sanitisers and liquid hand washing detergents (Lapadat J.C, 2017). Worthy to note also is that, the quantity of purchase also went down by almost half the usual budget.

The third scenario explained from the autoethnography is a period after the lockdown. This period is when things seem to be almost back to normal (Chang H., 2013). However, the spending behaviour doesn't seem to bounce back to normal instantly. The upgrade on the spending behaviour is gradual with time. For example, even after easing on lockdown and resuming to their workplaces, the financial targets before lockdown are yet to be realised. Also, the charity behaviour towards the projects within the society is far from resuming. Clothing's buying also is kept to the floor as there is an anticipation of another lockdown may be and thus need for saving.  The information realised from this autoethnography is vital in forming the basis of this research. As highlighted in the research, the spending behaviour of an individual is greatly influenced by a pandemic. The occurrence of a pandemic slows down the spending behaviour of an individual, including helping the needy. This scenario is attributed to limited resources inflow since the job is affected adversely (Hamdan, 2012). The information contained from this article perfectly matched the research objectives. 

Competitor Analysis

Competitor analysis forms an essential source of information for the research (Phadermrod et Al., 2019). Competitor analysis was necessary for this exercise as it helps the involved person or organisation to be able to gauge how to curb competitions and refine the existing strategies.  There are four main competitors to the Otago Daffodil Day that were identified. The competitors include Breast Cancer Foundation, Can Teen Aotearoa Incorporated, Cancer Society Otago and Southland Division and Hospice Otago Division (Adams T.E., 2012). All these organisations in one way or the other deals with cancer patient just like the Otago Daffodil day aim at doing. Thus, they qualify to be worthy competitors and hence featured in our competitor analysis. Competitor analysis was structured to focus on various aspects of the organisation from the general organisation to the external and internal forces behind them. The categorisation was; target group, finance sources and uses, SWOT analysis and PESTEL analysis. From the competitor information, it is evident that all the competitors have some common characteristics, mostly depending on the community for their funding (Gurel & Tat, 2017). Well, wishers and donors are the primary sources of income for these organisations same case as Daffodil day.

Also as noticed, their primary purpose for the formation is to look into the welfare of the cancer patients as well as their families in providing medical services, education to the families, and psychological supports (Ghauri, Gronhaug & Strange, 2020).  Although a slight difference may occur concerning their operation and execution of their mandate, the expected results are the same with all. However, all the organisations are subjected to operations under the same political, climate, legal and also social environment. Thus, we expect that about the above elements, the differences will not be significant as compared to other aspects such as finance sources. For the information from competitor analysis it to be relevant to this research, data analysis was carried out. Competitor analysis tools helped to effectively do an analysis of the focused organisations and arrive at a favourable conclusion. First, the data were represented in documents and papers for preservation (Shephered &Zacharis, 2018). Then graphical representations were created, which enables the information gotten to be presented in an easy way to understand and interpret.  These create a visual image for comparison. As said before, this source of information for the organisers of the daffodil day are essential as will help them plan and try to do their things differently as compared to others (McQuarrie, 2015).

Research Methods Justification

Autoethnography, competitive analysis, and field surveys were selected as the research and data collection methods for the research. The research methods were deemed suitable as they fall under the qualitative research design. The integration of the three research methods is appropriate as it enhances the ability of the research to generate maximum and relevant data to support the objectives of the research. Thus, the research methods have the capability of producing adequate and reliable data that provides answers to the research question. Also, it is worth noting that the methods provide flexibility in data collection without limiting the scope of the investigation and the responses of the participants (Yates & Leggett, 2016). Besides, unlike other methods, they are appropriate for small and large samples and the outcomes are measurable and therefore generalizable to the larger population.

Traditionally, the most common research methods used in investigating the factors that affect donations to charity are field surveys and case research. While these traditionally used methods are appropriate for social and humanity studies, they rely on small research samples and therefore the results are not quantifiable and generalizable (Mulvihill & Swaminathan, 2017). In this context, a large sample is required in order to boost the reliability and accuracy of the research findings under these methods. Thus, the researcher opted to utilise a combination of Autoethnography, competitive analysis, and field surveys to counter the challenge and ensure that the findings are reliable, credible, and quantifiable and accurately represents the subjects of the research.

Autoethnography was selected based on its ability to generate in-depth data about the subject of investigation. The approach is widely used in social sciences studies based on its ability to account for the emotions, thoughts, and beliefs of the study population (Méndez, 2013). Autoethnography is a type of qualitative research method that allows the researcher to utilise self-reflection and narrative in investigating the personal and anecdotal experiences and in turn link the autobiographical data to the larger cultural, social and political meanings. Qualitative research is guided by the assumption that reality is constructed and influenced when individuals interact with the surrounding. Therefore, qualitative research researchers observe trends in the environment where they live in an attempt to understand concepts, as shaped by people, are experiences (Custer, 2014).   Autoethnography was chosen because it aligns with the aspects of an effective qualitative study which assumes that reality is unbiased similar to the positivist approach.

A survey was selected as a data collection method since it is an important element of geographic or case-based inquiry. Surveys are carried out in form of interviews, observation, or sketching and this implies that the approach provides ease and flexibility (Jansen, 2010). In addition, the method was deemed for the geographic inquiry as the study focuses on the Cancer Society in Otago and Southland Division.  In this context, the approach is beneficial given that it allows the researcher to gather geographic-specific information about daffodil day donations (Jansen, 2010). In addition, the approach helps in understanding people’s behaviours which plays a crucial role in this study in determining donations habits and how they are shaped.

An in-depth competitive analysis is vital for investing trends in a given sector. It is by understanding the level of competition that feasible measures can be proposed to mitigate the existing barriers (Cantele & Zardini, 2018). The approach was selected given that the current research is focused primarily on understanding the factors that are likely to affect daffodil day donations in the face of a pandemic. Thus, the research method was deemed as suitable in understanding existing and potential barriers for donations as well as analyse the source of competition. In addition, the analysis is crucial as it identifies the strengths and weaknesses of the existing competitors in the industry and proposes measures that the players can adopt to enhance their competitive advantage and achieve sustainability.

Data Analysis

For the purpose of the research, content analysis was selected to analyse data acquired from surveys, autoenthnography and competitive analysis. Content analysis is a data analysis technique that categorises data in terms of themes hence making it comparable in alignment with the objectives of the research. Content analysis was selected because it is suitable for a qualitative research. The approach is advantageous because it helps in simplifying and reducing data into specific themes while ensuring that the results are qualitative. In addition, the technique gives the researcher the capability to organise the collected data in a manner that answers the study’s questions and meets the objectives of the research. However, it is main weakness is that it is highly vulnerable to biases since it is fully dependent on the interpretations of the researcher. Thus, as a result of human error this can lead to the generation of unreliable and inaccurate conclusions that are not reflective of the study population’s experiences or responses. Therefore, to mitigate the issues, the skilfulness and competence of the researcher in data analysis is highly required to generate credible and reliable data.

Limitations

Besides the advantage of every research method used, there exist several shortcomings to each one of them (Clow & James, 2013). Regarding the survey, one of the shortcomings is that it may give a false conclusion since the respondents may decide to give dishonest answers. It is difficult to tell when a person I giving false information and thus if you entirely depend on it for information, you end up making wrong conclusions. The second shortcoming is differences in understanding the questions, and thus you end up having the wrong answers for the right questions. People have a different understanding when it comes to questions and thus may not be depended upon (Adams et Al., 2015). On the autoethnography part, the shortcomings are that it requires a complete level of honesty for the person to express his feelings. Just like the survey, this type of research depends on a personal inner feeling, and thus no scale can be used to measure the level of sincerity achieved. 

When it comes to competitor analysis, there are also shortcomings which are possible to emerge. First is that there may arise cases of insufficient data of the competitors either online and in public domains (Jones, Adams &Ellis, 2016). Majority of the organisations don't publicise their vital information due to fear of competitors using the information against them. A little secret may act as an advantage in the long run for the company. Also, organisations tend to keep some documents such as financial documents as private to avoid government agencies such as tax agencies. Thus, a person may end up making an assumption of a competitor hence ending up with a false conclusion (Jones, Adams &Ellis, 2016). Another possible shortcoming is the possibility of overestimating your competitors and also how well your competition is meeting the customers need. Due to shortcomings, the researcher needed to employ all of them to bridge the gap left by either of them.