Collecting Primary Data using Questionnaires - Chapter 11

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Research Methods for Business Students

8thedition

Chapter 11
Collecting primary data using
questionnaires

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Learning Objectives

By the end of this chapter you should:

11.1 understand the advantages and disadvantages of questionnaires as a data collection

method;

11.2 be aware of a range of self-completed (Internet, SMS, postal, delivery and collection)

and researcher-completed (telephone, face-to-face) questionnaires;

11.3 be aware of the possible need to combine data collection methods within a research

project;

11.4 be able to select and justify the use of appropriate questionnaire methods for a variety

of research scenarios;

11.5 be able to design, pilot and deliver a questionnaire to answer research questions and

to meet objectives;

11.6 be able to take appropriate action to enhance response rates and to ensure the

validity and reliability of the data collected;

11.7 be able to apply the knowledge, skills and understanding gained to your own research

project.

Multiple Choice

What is a questionnaire used for in business research?

• Gathering Secondary Data

• Collecting Primary Data

• Analyzing Qualitative Data

• Conducting Experimental Research

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Questionnaire modes

Multiple Choice

What type of questionnaire is a mobile questionnaire?

• Self-Completed

• Researcher-Completed

Word Cloud

Give me some examples of demographic data!

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Types of data available

• Factual or demographic: ready data! Such as age, gender, marital status, education, income, and occupation among others.

• Attitudes and opinions: data that needs some thinking before answering and influenced by the wording of the question. For example, how respondents feel about something.

• Behaviors and events: Also influenced by context but includes questions about what happened or what people did.

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Data requirements table

•See box 11.4 page 515

Multiple Choice

You decide to interview a manager at Aramco by visiting them in person. What type of questions are you most likely asking them?

• Open-ended questions

• Close-ended questions

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Types of Questions

Types of open
question

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Types of Questions

Types of closed question

list, where the respondent is offered a list of items, any of which may be selected;

category, where only one response can be selected from a given set of categories;

ranking, where the respondent is asked to place something in order;

rating, in which a rating device is used to record responses;

quantity, to which the response is a number giving the amount;

matrix, where responses to two or more questions can be recorded using the same grid;

creating a scale to measure constructs by combining rating questions.

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Category question: Which of the following
tourist sites did you visit whilst staying in
Cusco?

Source: Copyright © 2018 Mark NK Saunders

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Ranking question

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Rating question

Multiple Choice

You give your friends a questionnaire which asks them to state if they strongly like or dislike specific restaurants. What type of questionnaire are you doing?

• Category

• Ranking

• Rating

• Listing

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Response categories for different types of
rating questions: agreement

Source: Developed from Tharenou et al. (2007) and authors' experience

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Response categories for different types of
rating questions: amount

Source: Developed from Tharenou et al. (2007) and authors' experience

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Response categories for different types of
rating questions: frequency

Source: Developed from Tharenou et al. (2007) and authors' experience

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Response categories for different types of
rating questions: likelihood

Source: Developed from Tharenou et al. (2007) and authors' experience

Poll

Should the university add a karak machine on campus?

• Strongly Agree

• Agree

• Neutral

• Disagree

• Strongly Disagree

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Quantity question

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Matrix question

Source: Question created by SurveyMonkey Inc. (2018) San Mateo. Reproduced with permission

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Translation techniques for questionnaires

Source: Developed from Usunier et al. (2017) ‘Translation techniques for questionnaires’ in International and Cross-Cultural Management Research. Copyright © 2017 Sage
Publications, reprinted with permission

Multiple Choice

You are trying to give out a questionnaire to university students in UOB, so because there are degrees offered in Arabic, you think it is a great idea to create both an English and Arabic version of the questionnaire... What type of translation is this?

• Direct Translation

• Back Translation

• Parallel Translation

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Coding questions

​It is always helpful to assign code numbers to your answers in questionnaires, so that in Excel or Stata, you have a better understanding of your data!

Multiple Choice

What is a disadvantage of using questionnaires for primary data collection?

• High Response Rates

• Direct Interaction with Respondents

• Real-time Data Collection

• Scope of Customization

Multiple Choice

What is the term used to describe the process of ensuring that a questionnaire accurately measures what it is intended to measure?

• Generalizability

• Reliability

• Validity

• Reproducibility

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Structure of a covering email or letter

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Structure of a covering email or letter

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Request for respondent’s consent

Source: This question was generated using Qualtrics software, of the Qualtrics Research Suite. Copyright © 2018
Qualtrics. Qualtrics and all other Qualtrics product or service names are registered trademarks or trademarks of
Qualtrics, Provo, UT, USA. http://www.qualtrics.com . The authors are not affiliated to Qualtrics

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

Cumulative questionnaires returned by
Internet and post

Source: Unpublished data; details of research from Saunders (2012)

Multiple Choice

Which of the following can be a method to increase response rates in questionnaire-based research?

• Anonymous responses

• Lengthy and complex questions

• Demanding personal information

• Limiting response options

Fill in the Blanks

When trying to export your data from questionnaire responses to Excel, it is convenient to use

?

Word Cloud

What are you looking forward to eating/drinking during Fatoor / Iftar in Ramadan?