Evaluation and Improvement of Research Questionnaire, Sampling Method, and Data Analysis for Label Company

QUESTION 1 (65 marks, allocated as indicated)
A. Critically evaluate the draft questionnaire developed for the research (pages 5-9).
Specifically focus on whether the data collected would address the research objectives
of this phase of the research; and the appropriateness of the length, layout, and use of
screening and skip questions. (15 marks)
In order to collect resourceful and good amount of data for the research study it is highly
important to make sure that the survey/interview questions developed are effective enough of
collecting wide array of data as well as facts (Maylor and Blackmon, 2005). In case if the
survey/interview questions are vague and not related with the research study, the researcher
would not be able to collect useful and related facts, thus affecting the research findings.
Moreover, taking into consideration the case of Label Company and the survey questions set
out with respect to the chosen research area, it can be stated that the survey questions would
effectively address the research objectives (Maylor and Blackmon, 2005). They will help in
gaining maximum insight and perceptions of the candidates surveyed. The length, layout and
application of skip questions, everything is perfect and in line with the chosen research area.
However, the questions could not help the researcher to great insight of the candidate. As of
now the research is chiefly focussed upon quantitative research approach. This could be done
by employing qualitative research approach.
B. Based on your critique of the draft questionnaire, design an improved data collection
instrument to be used for this research. In your response discuss how your instrument
will (a) achieve the objectives of this phase (i.e. Phase 1) of the research and (b)
complies with the principles of instrument design. (i.e. the structure/layout and use of
questioning techniques) (15 marks) A copy of the instrument you have constructed
should be included in an appendix to the report.
As of now the research is chiefly focussed upon quantitative research approach. Thus, the
researcher could consider employing qualitative research approach to gain insight of the
candidates involved in the research. The following are techniques that can be used in
qualitative methodology:
 Diary methods: In this approach the researcher maintains a daily log recording events,
views and opinions, discussions and interactions with the target audience or sample

group of companies, spending time with the employees and senior staff (Maylor and
Blackmon, 2005).
 Role-play and simulation: in this case, the target audience or sample group of
companies role play, or may be asked to carefully observe case study, and then are
requested to rate the outcome, report likely consequence, and make prediction or
recommendations (Saunders et. al., 1997).
 Case study: This is where in depth study of one company, or a particular sector is
undertaken.
.
The interview technique could prove to be effective with respect to qualitative approach
(Maylor and Blackmon, 2005). The company could make use of interview technique to gain
better and detailed insight of the chosen research area. There are various ways of performing
qualitative research. Interviews refers to an open-ended, semi formal, investigation oriented
research method, which suits best when the target audience happens to be people in the top
rung for e.g. top-level management or customers of the company. Moreover, it is feasible
when the target audience is less in number. The in-depth interview is a process that helps in
having important insights as one can cross question any response that comes for having
further replies and better understanding (Maylor and Blackmon, 2005). Since this is a goal-
oriented and open-ended program, the outcomes of these give a vital base to the findings of
the study. Moreover, as the name suggests, it also gives an in-depth understanding of the key
issues (Jobber, 2004). The aim of interview approach is to obtain the views of the candidates
interviewed. It also helps to have a clear idea of the view of markets and experts of the field
provide a more focused insight to the company as well. The interviews are conducted over
the telephone or face to face and the responses are recorded and a summary of the main
findings is produced on paper. Some of the interviews are also conducted online.
C. What data collection method would you recommend for the questionnaire you
developed in Question 1B? What are the advantages and disadvantages of using your
recommended method? (10 marks)
The interview technique could prove to be effective with respect to qualitative approach. The

company could make use of interview technique to gain better and detailed insight of the
chosen research area. There are various ways of performing qualitative research. Interviews
refers to an open-ended, semi formal, investigation oriented research method, which suits
best when the target audience happens to be people in the top rung for e.g. top-level
management or customers of the company. Moreover, it is feasible when the target audience
is less in number (Saunders et. al., 1997). The in-depth interview is a process that helps in
having important insights as one can cross question any response that comes for having
further replies and better understanding. Since this is a goal-oriented and open-ended
program, the outcomes of these give a vital base to the findings of the study. Moreover, as the
name suggests, it also gives an in-depth understanding of the key issue (Maylor and
Blackmon, 2005). The aim of interview approach is to obtain the views of the candidates
interviewed. It also helps to have a clear idea of the view of markets and experts of the field
provide a more focused insight to the company as well. The interviews are conducted over
the telephone or face to face and the responses are recorded and a summary of the main
findings is produced on paper. Some of the interviews are also conducted online.
D. Considering the specification of the research sample given in the research brief (page
4), make a recommendation on the type of sampling method that should be used in
this research. What are the advantages and disadvantages of using this method? (10
marks)
E.Explain how you will analyse and report the data collected from the questionnaire you
developed in Question 1B. In your discussion explain three inferential statistical tests
would be appropriate to address research objectives relevant to Phase 1. (15 marks)
For the purpose of analysing the data collected from candidates, rich data analysis approach
would be taken into consideration.
QUESTION 2 (25 marks, allocated as indicated)
The client is interested in your recommendations on a research plan for Phase 2 of the
research program. Specifically, you should: