Business Research Methods chapter 7 – Survey Research
The researcher determines the data collection approach largely by identifying the types of
information needed – investigative questions the researcher must answer – and the desired data
type (nominal, ordinal, interval or ratio) for each of these questions. Part B of the image below
indicates how the researcher’s choice of a communication (vs. an observation) approach affects the
following:
The creation and selection of the measurement questions;
Sampling issues, which drive contact and call-back procedures;
Instrument design, which incorporates attempts to reduce error and create participant-
screening procedures;
Data collection processes, which create the need for follow-up procedures (when self-
administered instruments are use) and possible interviewer training (when personal or
telephone interviewing methods are used).
Research design can be classified by the approach use to gather primary data. There are only two
alternatives:
1. We can observe conditions, behaviour, events, people or processes;
2. We can communicate with people about various topics, including participant’s attitudes,
motivations, intentions and expectations.
The communication approach involves surveying people and recording their responses for analysis.
The great strength of the survey as a primary data-collecting approach is its versatility. The choice of
a communications vs. an observation approach may seem an obvious one, given the directions in
which investigative questions may lead, as the image below.
Surveying is more efficient and economical than observation. The most appropriate applications for
surveying are those where participants are uniquely qualified to provide the desired information. The
The researcher determines the data collection approach largely by identifying the types of
information needed – investigative questions the researcher must answer – and the desired data
type (nominal, ordinal, interval or ratio) for each of these questions. Part B of the image below
indicates how the researcher’s choice of a communication (vs. an observation) approach affects the
following:
The creation and selection of the measurement questions;
Sampling issues, which drive contact and call-back procedures;
Instrument design, which incorporates attempts to reduce error and create participant-
screening procedures;
Data collection processes, which create the need for follow-up procedures (when self-
administered instruments are use) and possible interviewer training (when personal or
telephone interviewing methods are used).
Research design can be classified by the approach use to gather primary data. There are only two
alternatives:
1. We can observe conditions, behaviour, events, people or processes;
2. We can communicate with people about various topics, including participant’s attitudes,
motivations, intentions and expectations.
The communication approach involves surveying people and recording their responses for analysis.
The great strength of the survey as a primary data-collecting approach is its versatility. The choice of
a communications vs. an observation approach may seem an obvious one, given the directions in
which investigative questions may lead, as the image below.
Surveying is more efficient and economical than observation. The most appropriate applications for
surveying are those where participants are uniquely qualified to provide the desired information. The
