1. Collecting primary data using questionnaires
Chapter 11
Collecting primary data using questionnaires

2. Figure 11.1 Types of questionnaire

3. Box 11.1 Focus on student research
Source: Screenshot created by SurveyMonkey.com, LLC (2014) Palo Alto, Reproduced with permission

4. Research question/objective:
Type of research:
Investigative questions
Variable(s) required
Detail in which data measured
Relation to theory and key concepts in the literature
Check measurement question included in questionnaire ¸
Table Data requirements table

5. Figure 11.2 Stages that must occur if a question is to be valid and reliable
Source: Developed from Foddy (1994) Constructing questions for Interviews and Questionnaires. Reproduced with permission from Cambridge University Press

6. Question 9 Ranking question example 1
Source: This question was generated using Qualtrics software, Version s of the Qualtrics Research Suite. Copyright © 2014 Qualtrics. Qualtrics and all other Qualtrics product or service names are registered trademarks or trademarks of Qualtrics, Provo, UT, USA. The authors are not affiliated to Qualtrics.

7. Box 11.6 Focus on student research – Use of a prompt card as part of a structured interview7

8. Question 12 Ranking question example 2
Source: This question was generated using Qualtrics software, Version s of the Qualtrics Research Suite. Copyright © 2014 Qualtrics. Qualtrics and all other Qualtrics product or service names are registered trademarks or trademarks of Qualtrics, Provo, UT, USA. The authors are not affiliated to Qualtrics.

9. Figure 11.3 Structure of a covering letter or email

10. Box Focus on management research – Cumulative questionnaires returned by Intranet and post Source: Unpublished data; details of research from Saunders, 2012