Week 68 (3.8.08)

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Chapter 11: Collecting Primary Data using Questionnaires

The design of questionnaire will affect the response rate and the reliability and validity of the data you collect. Response rates, validity and reliability can be maximised by:

• careful design of individual questions
• clear layout of the questionnaire form
• lucid explanation of the purpose of the questionnaire
• pilot testing
• carefully planned and executed administration

Self-administered questionnaires are usually completed by the respondents. Such questionnaires are administered electronically using:

1. Internet
2. Intranet
3. Posted to respondents who return them by post after completion
4. Delivered by hand to each respondent and collected later
5. Telephone questionnaires

Your choice of questionnaire will be influenced by a variety of factors related to your research question(s) and objectives(s):

• characteristics of the respondents from whom you wish to collect data
• importance of reaching a particular person as respondent
• importance of respondents' answers not being contaminated or distorted
• size of sample you require for your analysis, taking into account the likely response rate
• types of question you need to ask to collect your data
• number of questions you need to ask to collect your data

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Learning from the above choice of questionnaire, the design of questionnaire differs according to how it is administered and, in particular, the amount of contact i have with the respondents.

Weighing the advantages and disadvantages in administering the questionnaires, as the topic of my business research is on "leadership", it may pose high sensitivity and distort the respondent result if i chose answering through intranet (even though anomynity and confidentiality is assured) because intranet-mediated questionnaires administered in conjunction with email has direct answers from the user which may result them not comfortable to share the accurate information with me.

Therefore, delivered by hand is the technique that I will choose weighing the benefits over the risk in achieving an accurate results for a better survey outcome. Closed questions can be designed so that responses may be entered using optical mark readers after questionnaire has been returned to ensure a smooth data input and easier data analysis.