3.6 Data Collection Approaches
3.6.1 Research Instrument for Quantitative Data Collection
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key informants and seven (7) foreign respondents participated in the research (refer to Appendix VI for participant details).
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selecting ‘extreme values’ because of the negative perceptions associated with ‘extremists’, even if the extreme value would be the most accurate reflection of their response.
3.6.1.1 Description of the Questionnaire
Literature review from other scholars was reviewed before the development of this questionnaire. The questionnaire for quantitative data collection consisted of three parts, namely: Part A and B. Part One of Section A provided demographic information on the respondents and the sector to which the respondent belonged. The demographics of respondents are important in data analysis during the cross-classification of variables. Part One Section B is a five-point Likert-scale-type instrument on the perception on nation branding strategies. Part Two of the questionnaire provided information on visioning and planning. Part Three of the questionnaire provided information on nation branding strategies.
Participants were required to indicate their views by ticking the appropriate score on a scale of 1-5. The responses were graded as 1 = strongly disagree; 2 = disagree; 3 = uncertain; 4 = agree; 5 = strongly agree (refer to the questionnaire in Appendix I). Table 4 below presents the expressions contained in the research tool and the source or influence behind their inclusion in the data collection tool.
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Table 4 Sources and Influences for Instrument Design
Aspect Statement / Question Sources/
Influences
Nation Branding
1 To create a symbol, logo and/or graphics, which both identify and differentiate the country from other competing countries
Ndlovu (2009:391)
2 To convey the promise of a memorable experience that is uniquely associated with the country
Ndlovu (2009:391)
3 To consolidate and reinforce the collection of pleasurable memories of the experience provided by the country, in order to create an image that is accurately perceived by foreigners.
Ndlovu (2009:391)
4 To promote a unitary view of a country for the country’s citizens, nationalities and the entire world
Researcher
5 To increase a country’s capacity to achieve its foreign policy goals
Researcher 6 To enhance a country’s capacity to achieve the
objective of attracting Foreign Direct Investment (FDI)
Researcher
7 To improve a country’s capacity to achieve the objective of promoting foreign trade and exports
Researcher
8 To boost a country’s capacity to attract foreign and domestic tourism
Researcher 9 To deliver a unifying platform that allows for
cross-cutting promotion of the nation and alignment for the public and private sectors.
Researcher
Competitiveness and Differentiating Indicators 1 Public institutions Global Competitiveness Report
2 Physical infrastructure Global Competitiveness Report 3 Macroeconomic environment Global Competitiveness Report
4 Health ‘’
5 Education Global Competitiveness Report
6 Product & service market efficiency Global Competitiveness Report 7 Labour skills & market efficiency ‘’
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8 Financial market efficiency Global Competitiveness Report
9 New technology adoption ‘’
10 Market size ‘’
11 Facilities & services ‘’
12 Factor prices ‘’
13 Natural resources / factor endowment ‘’
14 Cost of doing business ‘’
15 Political stability ‘’
16 Stable currency ‘’
17 Geographical location ‘’
Social factors
1 Ageing population Global Competitiveness Report
2 Failure of urban planning ‘’
3 Food crises ‘’
4 Large-scale involuntary migration ‘’
5 Profound social instability ‘’
6 Spread of infectious diseases ‘’
7 Water crises ‘’
8 Increasing national sentiment Researcher
9 Poverty Global Competitiveness Report
10 Crime Global Competitiveness Report
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Economic factors
1 Higher commodity prices WEF Global Risks (2015:16)
2 Energy price shocks WEF Global Risks (2015:17)
3 Failure of financial systems ‘’
4 Failure/shortfall of critical infrastructure WEF Global Risks (2015:16)
5 Fiscal crises ‘’
6 Structural unemployment or
underemployment
‘’
7 Currency volatility ‘’
Environmental factors 8 Extreme weather events (e.g. floods etc.) ‘’
9 Failure of climate-change adaptation ‘’
10 Biodiversity loss and ecosystem collapse Researcher 1 Failure to uphold rule of law and property
rights
WEF Global Risks (2015:26) 2 Large-scale terrorist attacks WEF Global Risks (2015:28) 3 State collapse or crisis (e.g. civil conflict,
military coup, failed states, etc.)
WEF Global Risks (2015:22)
Technological factors
1 Breakdown of information infrastructure WEF Global Risks (2015:40)
2 Large-scale cyber attacks WEF Global Risks (2015:40)
3 Massive incidence of data fraud / theft Researcher 4 Abuse of technologies (e.g. printing, piracy
etc.)
WEF Global Risks (2015:40)
117 Source: Created by the researcher, 2017
The next section further discusses further the research tool and the questions that it contained.
Dimension
Item Sources(s)/
influence(s)
Nation Branding Strategies
1 There should be collaboration between the Government and key stakeholders in the branding exercise.
Ndlovu (2009:391) 2 The nation brand should support the vision of national
competitiveness.
Researcher 3 The brand should be managed by an independent arm of
government reporting to the President’s office.
Researcher 4 The Zimbabwe brand requires strong sub-brands such as
the cultural, tourism, investment and export brand.
Balakrishnan, (2009:55) 5 Brand Zimbabwe should have clearly defined target
markets.
Kotler (1993:21 6 The brand should have definite, nationally compelling
attributes upon which branding activities are to be done.
Ndlovu (2009:391) 7
8
Brand Zimbabwe should not be based on rhetoric common with catchy slogans, images and/or symbols but substance.
Researcher
9 The brand should be applied and publicised globally at special events.
Dinnie (2008:250) 10 It is essential that key stakeholders understand and
embrace Brand Zimbabwe strategy to support it.
Balakrishnan (2009:56) 11 A frank and holistic brand situational analysis must
support the branding process.
Dinnie (2008:221) 12 Stakeholder involvement should anchor branding strategy. Dinnie
(2008:219) 13 Perceptions of current and prospective visitors should be
considered in brand strategy formulation.
Researcher 14 Nation brand’s competitiveness must be defined by key
stakeholders.
Researcher 15 Nation brand performance and competitive positioning
should be monitored and evaluated.
Researcher 16 Brand communication should be directed at citizens and
local communities are a priority for success.
Researcher 17 The country should support nation branding with a public
diplomacy strategy.
Dinnie (2010:251)
118 3.6.1.2 The Instrument and the Research Questions
Primary data collected through the research questionnaire sought to deal with the research questions to realise the objectives of the research. The planned result of the research was that relationships across parameters would reveal the degree and level of consequence or disparities amongst respondents’ perceptions and views. The questionnaire contained the following questions:
3.6.1.2.1 Research Question 1
What are the stakeholder perceptions regarding Brand Zimbabwe’s image and its branding? In answering this question, section B Part 1 (Q2.1-Q2.3) of the questionnaire was used to gather information on the respondents’ perception on nation branding strategies.
3.6.1.2.2 Research Question 2
Who are the key role players in the nation branding effort?
This research question was intended to identify and discuss the key players in the nation branding effort, by choosing the options in the Likert scales relating to various attributes. In order to answer this research question, Part 2 (Q3.1-Q3.2) of the questionnaire was used. This section of the questionnaire contains ten key players who were expected to manage and take responsibility for establishing nation brand visioning and planning in Zimbabwe.
3.6.1.2.3 Research Question 3
What are the essential factors to consider in nation brand equity building for Brand Zimbabwe?
This research question was intended to provide answers on the most compelling factors relating to the Brand Zimbabwe identity. This section of the questionnaire contains seven compelling factors upon which respondents can rank their views on a 5-point Likert scale. In answering this research question, questions 3.3 to 4.1 were analysed and the statistical relationship between variables was established.
Using inferential statistics, the demographic information from section A (Q1.1-Q1.16) was manipulated to throw more light on the research questions. In addition, the narrative comments in Chapter Four were analysed to support and explain the findings. The instrument relates to the research questions as indicated in Table 5 below:
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Table 5: The Research Questions and the Instrument Research
Questions
Instrument Items
No of Items Variables Statistical Analysis
Research Question 1
Sections A
6 Demographics
Descriptive statistics Frequency analysis Section B 64
Independent Likert Scale Items
Frequency analysis and Factor analysis using Principal Component
Extraction Method Research Question
2
Part 3 37 Independent
Likert Scale Items
Frequency analysis and Factor analysis using Principal Component
Extraction Method Research Question
3
Part 3 16 Independent
Likert Scale Items
Frequency analysis and Factor analysis using Principal Component
Extraction Method
Hypothesis Testing Independent
Likert Scale Items
t-test Source: Created by the researcher, 2018
120 3.6.1.3 Reliability of the Instrument
The questionnaire was tested to confirm its reliability. The term “rigor means that the various elements of a theory are consistent, that potential propositions or hypotheses are logically derived, that data collection is unbiased, and measures are representative and reliable”
(Vermeulen, 2007:755; Raut and Veer, 2014:68). The validation process was undertaken to ensure that all the questions in the tool had no errors, were coherent, cohesive, and able to generate meaningful responses to the enquiry questions (Saunders, 2007:131). Previous ethnographical researchers including, Nunnally (1978) and Drost (2012:111), defined reliability of a data collection tool as:
“the extent to which measurements are repeatable – when different persons perform the measurements, on different occasions, under different conditions, with supposedly alternative instruments which measure the same thing, in sum, reliability is consistency of measurement. ...or stability of measurement over a variety of conditions in which basically the same results should be obtained”
Cronbach's Alpha test was performed to ascertain the consistency of the data collection tool.
This is supported by Drost (2012:111) who suggests that Cronbach (1951)'s Alpha Coefficient test has been used by numerous researchers over the years. Based on the Cronbach's Alpha Coefficient consistency measurements occur within the range of 0.00 and 1.00 test statistics.
Results ranging from 0.70 to 1.0 are considered practicable for data collection (DeVellis, 2003; Nunnally, 1978). Computation results for the Cronbach's Alpha Coefficient for the instrument used in this research was 0.883 as shown in Table 6 below.
Table 6. Instrument Testing for Reliability
Item Cronbach’s Alpha
Value
N Cronbach's Alpha Based on Standardized Items
Q2 0.865 63
Q3 0.848 35
Q4 0.854 16
Overall 0.883 114 0.897
Source: Created by the researcher, 2018.
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The computed coefficient falls within the acceptable range of 0.00 to 1 (DeVellis, 2003;
Nunnally, 1978). The test statistic implies that the data collection tool practically delivered desired outcomes on the nation branding question. The Cronbach's Alpha Coefficient test results for each section of the tool are under Appendix VII.
3.6.1.4 Validity of the Research Tool
Validity in research relates to the accurateness of the research tool and embodies the capacity of a measurement to assess its envisioned object (Zikmund, 2000). Drost (2012:111) considers validity as the significance of the researched constructs thus it sufficiently gives researchers the capacity to respond to queries concerning their enquiry with relative confidence. With validity, researchers thus wield a firmly dependable point with regards objects or phenomenon measured (Zikmund, 2000). According to Sekaran and Bougie (2013:228) the categories of validity which could be measured by a data collection tool include: content validity, face validity, constructs validity, predictive validity, and concurrent validity.
In this study, research instrument validity was measured to enhance confidence in the research outcomes. Firstly, content validity (Sekaran and Bougie, 2013:228) on the tool was executed to confirm that it contained comprehensive and clear questions. Writings by nation branding and international diplomacy experts were consulted and informal interviews were conducted with practitioners and scholars. The process confirmed that there was enough coverage of key aspects of nation branding were captured in the questionnaire used for the study.
3.6.1.5 Pilot Testing
The questionnaire was tested on purposively selected potential participants in order to ascertain the level of consistency, adequacy and understandability of the tool (Saunders, 2007). The pilot test for the instrument was administered on twenty respondents. The results of the pilot test indicated that there were no problems in understanding the instrument by the respondents. As such, there were no alterations effected to the data collection tool.
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