Survey Administration Process: Advantages, Disadvantages, and Suggestions

This article discusses the advantages and disadvantages of using the survey administration process. It also provides suggestions for improving the administrative procedure used. The article covers topics such as the reasons for selecting a particular method of survey administration, the success of the administration procedure, and the key lessons learned from the survey administration process. The article also includes a revised questionnaire with changes made based on the pilot survey.

Running head: BRM

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Table of Contents
Reasons for selecting the particular method of survey administration, and advantages and
disadvantages of using this method.................................................................................................3
Was the administration procedure a success i.e., did respondents understand the questions (look
confused or ask questions)? Was there missing data (i.e., skipped questions)? On average, how
long it takes for respondents to complete the survey.......................................................................4
What suggestions would you make for improving the administrative procedure used?.................4
What, if any changes, would you make to the questionnaire before administering it to a larger
group of respondents?......................................................................................................................6
On reflection, what were the key lessons you learned from the survey administration process?. . .7
Revise questionnaire the Changes being made................................................................................8
Complete questionnaire...................................................................................................................9
References......................................................................................................................................13

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Reasons for selecting the particular method of survey administration, and advantages and
disadvantages of using this method
The main reason for selecting quantitative method in survey administration is to get the
responses regarding research issues in numeric form. Furthermore, open-ended and close-ended
questions were used to get the responses of participants regarding the conspicuous shopping. I
have categorized the questionnaire in three sections. In this way, the first section was related to
information about the participants such as on which places they shop and when they have
shopped last time. These kinds of survey administration method are beneficial to develop the
depth information regarding shopping behavior of respondents (O'Cass and McEwen, 2018).
This technique is also significant for understanding the prestigious things that respondents
purchase most recently. From this technique, I have observed the motivation of participants as
well as the purpose of buying luxurious things. I have pointed that in the second section, open-
ended question was used because it gives chances to offer their own respond apart from those
given by investigator. I have also increased my experience regarding the liker scale method. This
technique contains five alternatives and offers the chances to choose one of them (O'Cass, 2018).
I have also increased my understanding with regards to demographics based questionnaire
technique. It is used to gain the comprehension about the personal data of respondents such as
age, gender, name, physical address, race, religion, and phone number. This technique was
beneficial for me because it includes the different factors that could influence the conspicuous
consumption (Patsiaouras, 2012).
The main benefit of using the survey questionnaire is that the research generates the information
as per the real-world observation (Phillips, 2018). The high amount of people in survey indicates
that it is more appropriate approach as compared to collect data from small representatives.

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Another advantage of using survey is to produce a huge amount of data in a shorter period with
affordable costs. An investigator can set the time span for the research project as it can assist to
make a plan and deliver the end outcomes (Satish and Rajesh 2014).
But, this survey technique has some limitation. The relevancy of information can be ignored if an
investigator emphasizes on depth data to resolve the issues of research. The information that is
generated from this technique is likely to consider inadequate detail on the topic being
researched. This technique also secures the high response rate of the survey. But, it is hard to
control, specifically when it is performed by post (Charles, 2009). It is also complex when the
survey is conducted by face to face or over the telephones.
Was the administration procedure a success i.e., did respondents understand the questions
(look confused or ask questions)? Was there missing data (i.e., skipped questions)? On
average, how long it takes for respondents to complete the survey
I have used administration procedure that was successful to get the information regarding
research issue from respondents. During the survey, I have pointed that some of the participants
were confused to understand the questions as they asked the questions from researcher till their
understanding of the questions. Some of the participants were skipped the questions regarding
their personal data as they feel insecure to share their mobile number, email id and address (Kim,
2015). Further, this survey has taken longer time i.e. 1 hour 30 minutes to respondents for
completing the questions of the survey.
What suggestions would you make for improving the administrative procedure used?
I would like to suggest increasing the number of emails that are opened and received by
respondents in order to gain the response rate of the survey. It can be recommended that the
number of participants who click on the link to the survey may start the survey and complete the

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survey but it relies on first two steps. The researcher should choose the right individual from
whom they can send survey email invitation. It should also make sure that the recipient will open
the email. The researcher should choose the participant in less time to collect the data. Although,
online questionnaires take more time for completing the work but it is beneficial for exporting
the data into a spreadsheet for further assessment. Unless the questionnaire involves the field for
participants to fill the additional comment, the online questionnaire may generate the limited
response (Lin et al., 2017).
I also suggested that an investigator should design the research technique. The questions asked
have to be carefully planned with piloted whether using a postal questionnaire or interview
technique. The wording, design, form, and order of questions can influence the sort of obtained
responses and careful design is practiced for avoiding the bias from outcomes. When structuring
the question route or questionnaire design is required to avoid the partiality from outcomes. The
different issue should be involved in the designing of questionnaire or interview such as
questionnaire layout, planning the content of research technique, piloting, interview questions,
and covering letter (Brace, 2018).
I can also suggest to an investigator for using the questionnaire layout in order to improve the
administration procedure. The questionnaire used in the survey investigation should be well-
demonstrated and clear. The use of capital letter should be eliminated because this format is hard
to read. Questions should be visibly grouped and numbered by subject (Bryman, 2016).
Furthermore, clear instruction should be provided and headings involved making the easier
questionnaire. I can also recommend to an investigator for using the piloting technique. This
technique should be measured on a pilot sample of members of the targeted population. This
procedure will allow me to address whether participants understand the questions and guidelines

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and whether the meaning of the questions is same for all participants. It will also permit me to
understand where closed questions are used. Piloting enables me to focus on whether sufficient
response categories are presented and whether any questions are systematically skipped by
participants. I would also suggest to an investigator for making the planning of content regarding
research techniques (Krosnick, 2018). The topic of interest should be cautiously predetermined
and clearly associated with research questions. It would beneficial for me due to involving the
experts in the field, member of the target population and colleagues in the questionnaire
designing. It would ensure me to validate the coverage of questions in the survey. I would also
suggest for using the research techniques in administrative procedure. In this way, it can be
evaluated that the survey approach can employ a different category of technique to answer the
research question. There are certain common survey techniques such as telephonic interview,
face to face interview and postal questionnaire. It would be beneficial to improve the
administration procedure (Nardi, 2018).
What, if any changes, would you make to the questionnaire before administering it to a
larger group of respondents?
I would like to make some changes in the questionnaire before administering it to a larger group
of respondents. I will access the questionnaire to check whether the questionnaire is beneficial
for both investigator and customers or not. I will remove those questionnaires that are not related
to research objectives in order to complete the research in a methodology manner. I will also
access that questionnaire should take less time of respondents in order to avoid the boredom
from the survey (Phillips, 2018). I will also make changes to those questions that create illogical
meaning and irrelevant for respondents. I will check that language of the questionnaire should be
clear and simple as respondents can respond to each question without skipping the questions. I

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will also create a context for a survey before administering it to a larger group of respondents. In
this way, it is essential to have target publication in mind before conducting the survey. These
changes are beneficial to avoid the error and mistakes from survey and aid to get a reliable
outcome (Satish and Rajesh 2014).
On reflection, what were the key lessons you learned from the survey administration
process?
I have gained different learning from the process of survey administration. In this way, I learned
that initially, the researcher should identify the problem and objective of the research. This
process was beneficial for me to assess how cultural value, socio-demographic characteristics
and motivation of shopping may affect the choice of consumer towards conspicuous shopping. I
have also developed my understanding regarding target population (Charles, 2009). In this way, I
have learned that our target population was set of people who look wealthy from the outward
manifestation. I have also increased my experience regarding questionnaire introduction. In this
section, the researcher has introduced the participants regarding research objectives. I have also
developed my understanding regarding instruction of questionnaire. In this way, I have learned
that researcher should give advice to respondents for any clarification, adjustment of completion
time and detail of contact. I have improved my comprehension with regards to maintaining the
privacy and confidentiality of research participants. In this way, it is analyzed that the privacy
and confidentiality of participant’s information were assured to give a feasible answer in the
survey. From the first section, I have learned that researcher asked with participants regarding
the places they usually shop and the last time they purchase as well as the luxurious things they
purchased last and motivation behind purchasing it. I have increased my understanding that
researcher asked with participants regarding the conspicuous consumption issue and their views

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about it. This learning would be beneficial for conducting the research in an effective and
efficient manner. From the section two, I have generated my knowledge regarding Likert scale.
In this way, it is pointed that Likert scale contains one to five options from strongly agree to
strongly disagree (Lin et al., 2017). I have developed my knowledge that the question should be
based on the main research issue. I have also learned that the main motive of collecting the data
from participants is to gather depth information regarding conspicuous shopping behavior.
Through the last section, I have generated my knowledge that researcher should ask for
participants regarding demographic data such as age, race, and gender. This learning was
beneficial for me to make effective questionnaire in the future (Brace, 2018).
Revise questionnaire the Changes being made
After piloting the survey questionnaire, some questions were removed and certain questions were
rephrased with clarity. It is demonstrated as below:
Changes to question 8:
Wording:
Pilot: My dad used to buy me luxurious things when I was growing up. I still continue with the
same trend………………………………………………………………………………..?
Final: My family used to buy luxurious things when I was growing up. Hence, I still continue
with the same trend………………………………………………………………………………..?
Remove questions from the survey
 Remove questions 5 and 6 from section 1due to vagueness
 Remove 8, 10,11 and 12 from section 2 as it was almost similar to other questions and
may create boredom for participants

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 Remove race, religious, physical address and phone number related demographic
questions that could feel insecure to participants
Complete questionnaire
Section 1
Kindly tick the appropriate (√)
1. Where do you shop?
 In high-quality shopping malls…………………………………..
 In retail stores……………………………………………………………
 I make orders online for delivery………………………………
 In executive shops……………………………………………………….
 Other (s). Specify………………………………………………………..
2. When did you shop last?
 One month ago……………………………..
 One fortnight ago…………………………..
 One week ago………………………………..
 Other…………………………………………
3. What was the most prestigious item(s) you went to buy apart from other products?
 A new phone……………………………..
 The latest brand car……………………
 A luxurious wristwatch………………………
 Expensive jewels…………………………….
 Other (s)…………………………………………
Specify……………………………………….

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4. What was your motivation for buying the item (s) in question (2) above?
 I wanted a newer brand than the one I had at home…………………………..
 All my friends have it. I had to get it
too………………………………………………
 I want to look rich, so I had to spend on
it…………………………………………..
 I belong to a family of high social status. I had to buy it just to feel part and
parcel of my
family……………………………………………………………………..
 Other (s)
……………………………………………………………………………………
……….
Section 2
(Please indicate to what extent you agree with the following statements on a scale of 1
(Strongly agree) to 5 (Strongly disagree).
5. I love buying high-quality products that only a few people can
afford………………………………………………………..
6. My family used to buy luxurious things when I was growing up. Hence, I still continue
with the same
trend………………………………………………………………………………..?
7. I only buy luxurious things to attract people’s
attention………………………………………………….
(Kindly indicate with a √ sign on the most appropriate option)

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8. How does it feel when people see you walking around with expensive brands of items?
 Very exciting…………………………………..
 Somewhat exciting……………………………..
 Exciting………………………………………….
 Somewhat boring……………………………….
 Very boring………………………………………..
9. In what age bracket did you develop an interest in buying luxurious things?
 5 to 10 years……………………………….
 11 to 20 years……………………………..
 21 to 30 years……………………………..
 31 to 40 years………………………………..
 41 and above………………………………….
10. How do you feel when you admire an expensive and luxurious item yet you cannot afford
it then?
 Very frustrated………………………………………………..
 Somehow frustrated………………………………………….
 Frustrated………………………………………………………..
 Somehow pleased………………………………………………
 Very pleased……………………………………………………………
Section 3
(Please enter your demographic information in the spaces provided)

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 Name (optional):
………………………………………………………………………………………
…
 Gender:
 Male…………………………….
 Female…………………………..
 Age
bracket………………………………………………………………………………
………………

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References
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effective market research. USA: Kogan Page Publishers.
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124(2), p. 56.
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439-455). UK: Palgrave Macmillan, Cham.
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