Surveys are the most frequently used kind of analysis, and they are beneficial in exploratory, informative studies that seek to reflect certain truths and circumstances. When using a survey-based questionnaire, only a small segment of the target population will be reached. It is important to choose a survey testing method that is both cost-effective and of high utility. Based on a review of the philosophical conceptions and positivist theories
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employed in this study, the survey approach is considered a viable option since it is cost- effective compared to alternative options (Bell, 2002). Using surveys to gather information was chosen for this study since it is a simple and efficient method that has been widely adopted by researchers in business and management fields (Saunders et al., 2019). In addition, surveys enable the researcher to increase the generalizability of the data collected (Majis, 2010). Moreover, it has the ability to cover a large range of responses. Two types of surveys are utilised in business and management research: self-administered and researcher- administered (Easterby-Smith et al., 2015). The current research used a survey questionnaire for a variety of reasons. To begin, survey questions enable the collection of accurate and trustworthy data. As a consequence, Türel (2011) asserts that the study's findings are more believable. Due to the fact that many of the research's results had never been reviewed before, this was a critical factor to consider in this particular study. Due to the ease with which questionnaire surveys may be assessed in comparison to other methodologies, such as interviews, quantitative findings can be obtained more quickly and precisely. Quantitative simplicity is required for studies requiring the input of vast volumes of data into statistical analysis systems (e.g., SmartPLS). Finally, questionnaires enable scientific data analysis, which enhances the study's objectivity.
As a researcher, the main objective is to collect high-quality data that will enable to adequately and totally address all of the research questions. When a researcher strives for greatness, a delicate balance between quality and cost must be struck. The researcher established data collection procedures in this regard in order to maximise survey response rates and minimise instances of respondents omitting certain questions. According to Zikmund et al. (2010), characteristics such as clear and understandable questions, the use of a Likert scale, the presence of an effective cover letter are critical for delivering a high- quality survey.
Table 4: Questionnaire on the mediating role of place brand image in the relationship between PBSC and FDI
Item scale Survey Questions Measurement Label Source PBCS In your opinion does
Place branding
via promotional activities advertising, public relations) effect place brand image
1 = Strongly disagree;
5 = strongly agree
SECONDARY Braun, E., Eshuis, J. & HansKlijn, E.
(2014). The effectiveness of place brand communication.
Cities: Vol 41, Part A, December
61
2014, Pages 64- 70.
PBCS In your opinion does Place branding
via marketing campaigns (logo design, catch phrases) effect place brand image
1 = Strongly disagree;
5 = strongly agree
SECONDARY Braun, E., Eshuis, J. & HansKlijn, E.
(2014). The effectiveness of place brand communication.
Cities: Vol 41, Part A, December 2014, Pages 64- 70.
PBCS In your opinion does the
“Place”
leadership/government behavior effect place brand image
1 = Strongly disagree;
5 = strongly agree
PRIMARY Braun, E., Eshuis, J. & HansKlijn, E.
(2014). The effectiveness of place brand communication.
Cities: Vol 41, Part A, December 2014, Pages 64- 70.
PBCS In your opinion does the
“Place” monuments natural/man-made effect place brand image
1 = Strongly disagree;
5 = strongly agree
PRIMARY Braun, E., Eshuis, J. & HansKlijn, E.
(2014). The effectiveness of place brand communication.
Cities: Vol 41, Part A, December 2014, Pages 64- 70.
PBCS In your opinion does media representation of the place effect place brand image
1 = Strongly disagree;
5 = strongly agree
TERTIARY Braun, E., Eshuis, J. & HansKlijn, E.
(2014). The effectiveness of place brand communication.
Cities: Vol 41, Part A, December 2014, Pages 64- 70.
PBCS In your opinion does word of mouth/people
perceptions effect place brand image
1 = Strongly disagree;
5 = strongly agree
TERTIARY Braun, E., Eshuis, J. & HansKlijn, E.
(2014). The effectiveness of place brand communication.
Cities: Vol 41, Part A, December 2014, Pages 64- 70.
62
FDI attraction
Low labour costs (workforce) attracts FDI
1 = important 5= not very important
FDI_Labour Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Low
transportation/logistics costs (supply and distribution) attracts FDI
1 = important 5= not very important
FDI_logistics Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Low cost of raw materials, energy and water attracts FDI
1 = important 5= not very important
FDI_materials Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Availability and low costs of land attracts FDI
1 = important 5= not very important
FDI_land Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of
63
International Business Studies 38, 975–997 FDI
attraction
Large size of host market attracts FDI
1 = important 5= not very important
FDI_market Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Growing demand in host markets (potential growth) attracts FDI
1 = important 5= not very important
FDI_growth Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Low level of competition in host markets attracts FDI
1 = important 5= not very important
FDI_competition Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Very well-developed infrastructures attract FDI
1 = important 5= not very important
FDI_INFRA Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
64
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
High industrial
concentration (industrial parks, technology networks, etc.) attracts FDI
1 = important 5= not very important
FDI_INFRA1 Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Availability and expertise of workforce attracts FDI
1 = important 5= not very important
FDI_workforce Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Access to reliable and cooperative suppliers attracts FDI
1 = important 5= not very important
FDI_suppliers Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Technologically advanced country (learning
opportunities) attracts FDI
1 = important 5= not very important
FDI_Tech Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
65
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Political stability attracts FDI
1 = important 5= not very important
FDI_POL Galan, J.,
Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
International trade agreements attract FDI
1 = important 5= not very important
FDI_trade Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Tax reduction incentives in host market attracts FDI
1 = important 5= not very important
FDI_Tax Galan, J.,
Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997
66
FDI attraction
Standard of living and public services attracts FDI
1 = important 5= not very important
FDI_SOL Galan, J.,
Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Attitude of the community towards the firm attracts FDI
1 = important 5= not very important
FDI_attitude Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Cultural affinity between the firm and the host country attracts FDI
1 = important 5= not very important
FDI_culture Galan, J., Gonzalez-Benito, J. and Zuniga- Vicente, J. (2007).
Factors determining the location decisions of Spanish MNEs:
an analysis based on the investment development path.
Journal of International Business Studies 38, 975–997 FDI
attraction
Place Brand Image attracts FDI
1 = important 5= not very important
FDI_PB Fan, Y. (2009) “A conceptual model for nation image and its
implications for future research”.
Place brand image dimensions
I perceive place brand image through the Environment of the place (pollution)
1 = strongly agree 5= strongly disagree
PI_pollution Gilboaa,S. , Jaffea, E., Vianellib, D., Pastorec, A. &
Hersteind, R.
67
(2015) A summated rating scale for measuring city image Cities 44, pp 50–59 Place brand
image dimensions
I perceive place brand image through the Green Spaces of the place
1 = strongly agree 5= strongly disagree
PI_enviroment Gilboaa,S. , Jaffea, E., Vianellib, D., Pastorec, A. &
Hersteind, R.
(2015) A summated rating scale for measuring city image Cities 44, pp 50–59 I perceive place brand
image through
architecture of the place I perceive place brand image through
infrastructure of the place I perceive place brand image through the people of the place
I perceive place brand image through the government behaiour Place brand
image dimensions
I perceive place brand image through the Availability of Tourism facilities (restaurants, parks)
1 = strongly agree 5= strongly disagree
PI_tourism Gilboaa,S. , Jaffea, E., Vianellib, D., Pastorec, A. &
Hersteind, R.
(2015) A summated rating scale for measuring city image Cities 44, pp 50–59 Place brand
image dimensions
I perceive place brand image through its Historical sites
1 = strongly agree 5= strongly disagree
PI_historical Gilboaa,S. , Jaffea, E., Vianellib, D., Pastorec, A. &
Hersteind, R.
(2015) A summated rating scale for measuring city image Cities 44, pp 50–59
68
Place brand image dimensions
I perceive place brand image through its Cultural activities
1 = strongly agree 5= strongly disagree
PI_culture Gilboaa,S. , Jaffea, E., Vianellib, D., Pastorec, A. &
Hersteind, R.
(2015) A summated rating scale for measuring city image Cities 44, pp 50–59 Place brand
image dimensions
I perceive place brand image through the Availability of Recreational Facilities
1 = strongly agree 5= strongly disagree
PI_recreation Gilboaa,S. , Jaffea, E., Vianellib, D., Pastorec, A. &
Hersteind, R.
(2015) A summated rating scale for measuring city image Cities 44, pp 50–59 Place brand
image dimensions
I perceive place brand image through the Safety of the place
1 = strongly agree 5= strongly disagree
PI_safety Gilboaa,S. , Jaffea, E., Vianellib, D., Pastorec, A. &
Hersteind, R.
(2015) A summated rating scale for measuring city image Cities 44, pp 50–59 Place brand
image dimensions
I perceive place brand image through the crime rate of the place
1 = strongly agree 5= strongly disagree
PI_crime Gilboaa,S. , Jaffea, E., Vianellib, D., Pastorec, A. &
Hersteind, R.
(2015) A summated rating scale for measuring city image Cities 44, pp 50–59 Place brand
image dimensions
I perceive place brand image through the number of Bank branches in the place
1 = strongly agree 5= strongly disagree
PI_PS1 Gilboaa,S. ,
Jaffea, E., Vianellib, D., Pastorec, A. &
Hersteind, R.
(2015) A summated rating scale for measuring city image Cities 44, pp 50–59
69
Place brand image dimensions
I perceive place brand image through the number of Medical Facilities in the place
1 = strongly agree 5= strongly disagree
PI_PS2 Gilboaa,S. ,
Jaffea, E., Vianellib, D., Pastorec, A. &
Hersteind, R.
(2015) A summated rating scale for measuring city image Cities 44, pp 50–59 Place brand
image dimensions
I perceive place brand image through the number of post office branches in the place
1 = strongly agree 5= strongly disagree
PI_PS3 Gilboaa,S. ,
Jaffea, E., Vianellib, D., Pastorec, A. &
Hersteind, R.
(2015) A summated rating scale for measuring city image Cities 44, pp 50–59