RESEARCH METHODOLOGY
3.4 Data collection method
emerge from semantic ratings are: the evaluative factor (good-bad, pleasant-unpleasant, kind- cruel); the potency factor (strong-weak, thick-thin, hard-soft); the activity factor (active- passive, slow-fast, hot-cold).
Rating scales have been combined to measure a wide variety of concepts such as customer loyalty, service quality and job satisfaction. For each concept, the resultant measure or scale is represented by a scale score created by combining the scores for each of the rating questions, (Saunders et al. 2003).
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Exploratory Descriptive
Structured
**
Semi-structured
*
In-depth
**
Table 3.4.1 - Type of Interviews for different Research Categories Key:
** =
more frequently used,** =
less frequently usedExplanatory
*
**
Table 3.4.1 - Uses of different types of interviews in each of the main research categories (Source: Saunders et 01.,2003)
Saunders et al. (2003) explain that the different type of interviews as shown in the above table have a different purpose. Saunders et al. (2003) explains further that structured or standardised interviews can be used in survey research to gather data, which would then be the subject of quantitative analysis, while semi-structured and in-depth (or non-standardised) interviews are used in qualitative research in order to conduct discussions not only to reveal the 'what' and the 'how' but also to place more emphasis on exploring the 'why'.
When conducting descriptive research studies, structured interviews (Le. using questionnaires) can be used as a means to identify general patterns, (Saunders et 01.,2003).
3.4.2 Use of Questionnaires
Leedy (1997) explains that questionnaires are a common instrument for observing data beyond the reach of the observer. Saunders et al. (2003) note that the greatest use of questionnaires is made by the survey strategy. The use of the questionnaire as the instrument for gathering data has the advantage of consistency; because each respondent is requested to respond to, the same set of questions and it ensures an efficient way of collecting responses from a large sample, (Saunders et al., 2003).
Robson (2002) cited by Saunders et 01. (2003), explains that questionnaires work best with standardised questions that the researcher is confident will be interpreted in the same way by all respondents.
Therefore according to Saunders et al. (2003), questionnaires can be used for descriptive or explanatory research; where descriptive research (such as that undertaken using attitude and opinion questionnaires) will enable the researcher to identify and describe the variability in different phenomena, while explanatory or analytical research will enable the researcher to examine and explain relationships between variables, in particular cause-and-effect relationships.
Saunders et al. (2003) state that questionnaires can be either of the self-administered type, or interviewer administered type. Self-administered questionnaires can be administered online, through the post or delivered to and collected from respondents, while interviewer administered questionnaires can take the form of either telephonic questionnaires or structured interviews. Saunders et 01. (2003) further explains that the choice amongst these types of questionnaires will depend on a variety of factors related to the research question(s) and objective(s).
Saunders et al. (2003) states that the choice of questionnaire will be affected by the resources the researcher has available, and in particular (1) time available to complete the data collection; (2) fmancial implications of the data collection and entry; (3) availability of interviewers and field workers to assist; and (4) ease of automating data entry.
Watkins (2003) notes that the self-administered questionnaire is a quantitative technique for collecting data and is generally acknowledged as the most popular technique for surveying the opinions and attitudes of individuals. Watkins (2003), also indicates that the self-administered questionnaire comprises of a written set of questions to be personally completed by the respondents. It is usually accompanied by general information on what is expected from the respondents as well as a set of instructions to the respondents on how to complete the questionnaire.
The questionnaire in the survey research has both advantages and disadvantages. One of the advantages of a questionnaire is that the respondents have sufficient time to think about the answers posed in the questionnaire. Another advantage is that the researcher can send
questionnaires to respondents distributed over a large geographical area. The completion rate of questionnaires seems to be higher than straightforward mail survey, when the researcher delivers or pick ups the questionnaires personally, or both, (Babbie, 1998).
Babbie (1998) explains that the disadvantages of a questionnaire are as follows: 1) the researcher will not be at hand to explain any uncertainties, which can result in bias and distorted answer, 2) the accuracy and completeness of the of questions are often inadequate, 3) the researcher cannot visually observe the respondents physical reactions.
3.4.3 Types of Variable Collected through Questionnaires.
Questionnaires are usually more versatile than other data collection methods. It can be used to collect more types of information from a wider variety of sources than other method, because questionnaires use people, who can report facts, figures, amounts, statistics, dates attitudes, opinions, experiences, events, assessments and judgements during a single contact, (www.en.wikipedia.org, 2006).
Dillman (2000) cited by Saunders et al. (2003), distinguishes between three types of variables that can be collected through questionnaires, name1y (1) opinion; (2) behaviour; (3) attribute.
Opinion variables record how respondents feel about something or what they think or believe is true or false. Saunders et al. (2003), explains that when recording what respondents do, the respondents behaviour is also being recorded and behavioural variables contain data on what people (or their organisations) did in the past, are doing now, or will do in future.
In contrast to opinion attribute variables, that contain data about the of respondent's characteristics (Saunders et al., 2003), attributes are best thought of as things a respondent possesses, rather than what a respondent does (Dillman, 2000; cited by Saunders et aI., 2003).
Saunders et al. (2003), goes on to explains that attribute variables are used to explore how opinions and behaviour differ between respondents as well as to check that the data collected is representative of the total population and examples of attribute variables include characteristics such as age, gender, marital status, education, occupation and income.
3.4.4 Choice of data collection method
Watkins (2003) and Saunders et al. (2003) suggests that researchers can use many techniques for collecting data for the research project, for example direct observations, interviews,
questionnaires and literature reviews. The first step taken to collect data in this research project was in Chapter 2, using the literature review technique. The next technique employed for collecting data, was the use of a self-administered questionnaire with the aim to meet the research objectives developed in Chapter 2. The questionnaire surveyed the attitudes of the employees of Denel UAVS (sample size specifically) with regards to project failure and it attempts to understand the cardinal reasons for project failure within the company.
The use of the questionnaire will allow the collection of quantifiable data and allow for the quantitative analysis of this data to determine patterns and opinions amongst the different groups Le. senior management, middle management and employees.
In the following sections emphasis will be placed on the development and design of the questionnaire.