1. Research Methodology
In order to achieve the research objective 3 proposed in the sub-section 1.3 of the introduction chapter, which is “to explore the consume behavior features of Chinese middle class in current time”, it is required to design a research for investigating the current middle class to measuring their consume features, and the methodology should be defined clearly. This chapter will discuss and justify the research strategy that adopted for this study, and the means of data collection techniques including sample selection and site will be introduced. At the same time, the analysis approach for the qualitative data which adopted in the next chapter is provided subsequently, and the limitations of the adopted approach to this research and foreseeable potential problems are discussed as well.