Surveys and Questionnaires

The purpose of this chapter is to examine survey questionnaire as an instrument of primary data collection in business research. Data sources and authority are envisaged in this chapter differentiating between the two levels. An investigation of two approaches of primary data collection is developed including observation and communication approaches. The chapter examines self-administered survey questionnaires clarifying the advantages and disadvantages of this instrument. The process of questionnaire design is thoroughly scrutinised with an introduction of 6-W model of questionnaire design. Also questionnaire structure, item content and wording are investigated. Questionnaire response strategy is a crucial factor to be taken into consideration employing open-ended or closed-ended response questions. Researchers’ decision to employ open-ended or closed-ended response is strongly related to research objectives. Ways to investigate instrument improvement are clarified and finally a conclusion is provided.

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