Chapter 9

COLLECTING PRIMARY DATA

USING QUESTIONNAIRES

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 Survey Questionnaire

A research strategy. A data-collection method.

Collects standardised primary data from a large Respondents are asked to respond to the same
number of respondents. set of questions in a predetermined way and
answer the questions on their own.

It is often referred to as quantitative research. Most popular and most common data-collection
technique used in survey work.

Other data-collection methods that can be used in surveys include face-to-face interviews and
telephone interviews.
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 THE ADVANTAGES OF
QUESTIONNAIRES
Less expensive
Greater anonymity
Easy and fast for the respondent to complete
Familiar to most respondents
Greater geographical area
Higher generalisablity
Structured questions in questionnaire
allow quantitative analysis
Respondent convenience
Ability to replicate
Reduced bias
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 QUESTIONNAIRE ADMINISTRATION
METHOD
Postal
Online
Delivery and collection
Collective administration

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 IDENTIFY SOURCES OF ERROR IN
QUESTIONNAIRE DATA

Random Sampling Error

Statistical error that occurs in the sampling selection process.
Can be reduced by increasing sample size to 400.

Systematic Error
Caused by mistakes in the execution of the research.
Can be divided into:
Respondent error refers to sample bias due to respondents
lack of cooperation.
Administrative errors involve improper execution of the
research plan, e.g., data entry error, interviewer error, sample
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STEPS IN DEVELOPING A
QUESTIONNAIRE

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 Step 1: Review literature carefully to identify a
measurement scale that can be used to
measure variables of interest.
Example: H1: Uncertainty-avoidant people will have a less positive intention
of visiting New Zealand - requires finding appropriate measurement scales
for two variables: uncertainty avoidance and the intention to visit New
Zealand.

Validity is measuring the concept it is supposed to measure.

Reliability is whether the measurement item shows consistent responses.

If the measurement items are taken from the scale without any change of
words, the researcher is said to adopt the scale. If some of the words in the
measurement items are changed (e.g., changing from manager to
teacher), the researcher is said to adapt the scale.
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 Measurement Validity
Content validity (Face Validity) is established if your
measuring scale/instrument covers all aspects of the concept.

Construct validity refers to the quality of a measurement

scale in terms of whether it truthfully represents a unique
concept (that is, not a replication of an existing concept).
- It requires two statistical procedures: convergent validity
and divergent validity.

Predictive validity (Criterion Validity) refers to the ability

of the measurement scale to make accurate predictions.
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 Measurement Reliability
Reliability is the consistency of the measurement scale.
In order to reduce measurement error and increase the
reliability of the measurement scale, use a multi-item scale
(instead of a single-item scale).
Test-retest reliability is the degree to which scores are
consistent over time.
Internal Consistency Reliability refers to determining how
well all items (or questions) on the measurement scale are
related to each other.

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 Step 2: Measurement scale for the
variables of interest.
A few criteria that are usually used in justifying scale
selection are:
1. Reliability
2. Validity
3. Study context used.

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a) Reliability of the scale reported by earlier authors; evidence that the scale is
reliable in terms of having high correlation between items.
- This is indicated by Cronbachs Alpha of greater than 0.6 (Hair et al., 1998).

b) Validity of the scale reported by earlier authors; evidence that the scale is
really capturing the concept it is supposed to measure; that all subcomponents
of the concept were included in the measure (e.g., content validity); that it is
significantly correlated to other similar concepts (e.g., convergent validity); and
that it is weakly correlated to different concepts (e.g., divergent validly).

c) Study context used. If the study context in terms of the respondent group is
about the same, this justifies adoption of the scale.
- For example, measurement that measures firm level performance may not be
appropriate for use in understanding individuals job performance. Thus the
researcher would need to find a measurement scale that is designed for the
right context.
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 Step 3: To ensure essential data are
collected
A measurement table can be a checklist.

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Step 4: Convert the measurement items
(questions or statements) into
questionnaire format, complete with
instructions.

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 Step 5: Pick up from the literature the
characteristics of the population that are
usually measured in earlier research to
describe respondents backgrounds.
The questions response format needs to fulfil two criteria:
1. Exhaustive - there is a response category option for all
respondents to tick.
2. Mutually exclusive - There is no overlap among
response categories.

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 Step 6: Prepare a cover letter that explains the purpose of
the study, assures anonymity of the participants and
persuades participation.
Step 7: Pilot-test the questionnaire with about 10 30
respondents to check if the questions or items are
understandable and whether the instructions are clear.
- This pilot-test data should NOT be included in the actual data
set that will be used to test the hypothesis.

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 Overall, a pilot test serves the following
purpose:
To determi nethe time taken to complete the questionnaire.
To check whether respondents understand and whether they are
able to follow the instructions on the questionnaire.
To check whether respondents understand the wording of the
individual questions and whether there are unclear or ambiguous
questions.
To check whether respondents have problems in answering the
questions and whether response categories are exhaustive and
mutually-exclusive.
To provide an idea of the reliability of the questions by checking
responses of questions relating to a concept.
To check that the questionnaire layout is clear and easy to follow.
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 ENCOURAGE PARTICIPATION BY
Giving advance notification
Checking the appearance of the questionnaire
Using a stamped return envelope
A personalised letter addressed to a specific personthis shows the respondent that he or
she is important.
Creating interesting questions
Explaining the benefits that the respondent will enjoy as a result of participating in the
survey.
Targeting and collecting.
Explaining that they are valued respondents
Offering incentives for participation
Having a prize draw for participation
Assuring confidentiality
Explaining how the findings will be used
Asking nicely when handing out the questionnaire
Keeping the questionnaire short a maximum of 6 pages.
Following up with respondents Business Research Methods
 EDIT, CODE AND DATA ENTRY
3 steps should be taken before entering the data.

1. Editing This is the process of checking the completeness,

consistency and legibility (readability) of data. Keep only good
data; bad data should be identified and excluded from keying
in the data set.
2. Coding is the process of assigning numbers to response
categories. Example: Strongly Disagree is coded as 1 and
Strongly Agree is coded as 7.
3. Data Entry is the process of entering data into the data set.
Before data are entered, be sure to label each questionnaire
with identification numbers such as 001, 002 and
Business so on.
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