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Dr Nicos Rodosthenous 1
Business ProjectNicos Rodosthenous PhD
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Collecting primary data using questionnaires
1. Introduction Questionnaire surveys involve the gathering of
information from individuals using a formally designed schedule of questions called a questionnaire or interview schedule.
2. Roles and limitations Questionnaire surveys involve only a proportion or
sample of the population. Questionnaire surveys rely on information and the
accuracy of what respondents say.16/12/2014
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Collecting primary data using questionnaires
Questionnaire surveys involve substantial numbers of subjects such as the people being surveyed.
The written schedule of questions is the questionnaire: a survey is the whole process of designing and conducting a study involving the gathering of information.
3. Types of questionnaire survey Questionnaire surveys in the leisure and tourism
can be divided into six types:
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Collecting primary data using questionnaires
1) Household survey: people are selected on the basis of where they live and are interviewed in their home.
2) Street survey: people are selected by stopping them in the street, in shopping malls, etc.
3) Telephone survey: interviews are conducted by telephone
4) Mail survey: questionnaires are sent and returned by mail.
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Collecting primary data using questionnaires
5) E-surveys: surveys making use of the internet and email.
6) User/on-site/visitor survey: users of a leisure or tourism facility, site or destination are surveyed on-site.
7) Captive group survey: members of groups, such as classes of school children, members of a club or employees of an organization, are surveyed.
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Collecting primary data using questionnaires
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Collecting primary data using questionnaires
4. Questionnaire design The important element in designing questionnaires is to
take slowly and carefully and to remember why the research is done.
In many organizations a draft questionnaire is circulated for comment and everyone joins in, like the Christmas tree decoration.
It is not advisable to begin with a list of questions, but with the examination of the management, planning, policy, or theoretical questions to be addressed.
Every question included must be linked back to the research questions
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Collecting primary data using questionnaires
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Collecting primary data using questionnaires
4. Types of information Generally the information to be gathered from
questionnaire surveys can be divided into three groups:
1. Respondent characteristics Who? 2. Activities/behavior What? 3. Attitudes/motivations Why? The items of information are often referred to as
variables, as they are characteristics or behavior which vary from one person to another.
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Collecting primary data using questionnaires
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Collecting primary data using questionnaires
5. Wording of questions In wording the questions for a questionnaire the
researcher should:Avoid jargonSimplify wherever possible Avoid ambiguityAvoid leading questionsAsk only question at a time (avoid multi-purpose
questions)16/12/2014
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Collecting primary data using questionnaires
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Collecting primary data using questionnaires
6. Layout A questionnaire must be laid out and printed in such a way
that the person who must read it can answer all the questions.
Clarity of layout and the overall impression given by the questionnaire can be all-important in obtaining a good response.
7.Coding Most questionnaire survey are now analyzed by computer.
Thus, information must be coded in numerical codes and organized in a systematic
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Collecting primary data using questionnaires
‘machine-readable’, manner. 7.1.Pre-coded questions: are used when asking
respondents about their age, income, expenditure. Thus, only one answer is possible and only one code is recorded as the answer to this question.
7.2. Open-ended questions: i.e. what suggestions would make for improving this area? Make individual codes for the most frequent responses and group the others into meaningful categories.
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Collecting primary data using questionnaires
7.3. Recording coded information: computer analysis is conducted using the coded information from a questionnaire. It is fairly simple by providing boxes to be ticked and the codes for answers are printed beside the boxes.
8. Validity of questionnaire-based data Questionnaires are designed to gather information from
individuals about their characteristics, behavior and attitudes. The validity of questionnaires is a constant source of concern, with an error of plus or minus 2%.
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