Business Research Methods (BMO6630): Pilot Test Report

This report analyzes a pilot study conducted to evaluate a questionnaire designed for a dining experience survey of boutique restaurant customers. The study explores the effectiveness of face-to-face interviews versus online surveys for gathering data on servicescape, authenticity, staff empathy, and behavioral intention. The report details the pilot testing process, including the sample size, administration procedures, advantages and disadvantages of the chosen method, and challenges encountered. It also reflects on the questionnaire's design, suggesting improvements to question order, demographic information, and scale usage. The author reflects on the learning experience, emphasizing the importance of understanding research objectives, target consumers, and the process of designing effective questionnaires. The report highlights the value of pilot studies in refining research instruments and ensuring the success of surveys. References to relevant literature are included to support the analysis and recommendations.

Running head: BUSINESS RESEARCH METHODS
Business research methods
Name of the student
Name of the university
Author note

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Introduction
This report sheds light into the pilot testing performed and the survey administered in
the previous part of the research. It aims to reflect upon the way pilot testing has been
performed along with its advantages and disadvantages. It will also reflect upon the
questionnaire developed to examine the way it can be improved for gathering information
effectively. Pilot studies are initial studies performed to examine the quality of the research
instrument developed by understanding the quality of data gathered. It helps in understanding
the appropriateness and feasibility of the study to be performed using the chosen research
instrument. It helps in understanding whether a full-scale research can be performed by using
the chosen method or not. It will also help in calculating the variability of the data collected
and whether different data can be analysed together to provide effective results in the
research.
Reflection on survey administration
We used a personal face to face interview with the research participants to gather
relevant information for the research. The study used a sample size of 10 respondents for the
pilot research as at least 10 respondents are required to evaluate the retention rate of the pilot
study. It also helps in understanding whether randomisation of the population sample is
feasible for the current research. In order to control the type 1 and type 2 error in a normally
distributed outcome, it is essential to have a minimum sample size of 10 respondents (Brace
2018). Face to face interview has significant advantages as we were able to personally
interact with the respondents and there are features, possibilities and aspects which cannot be
addressed using any other method. Even though, face to face interviews, result in higher cost
in gathering and evaluation of data, personal interaction and empathy are factors which
cannot be obtained using online surveys. The feeling and opinion of the consumers towards

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any product can only be understand by closely interacting with them. This helps them in
sharing their emotions, feelings and open up more effectively.
This improves the quality of the data collected and the non-verbal cues also helps in
understanding the attitude and behaviour of a consumer towards the product. However, the
data processing of personal interview requires extensive use of audio, notes and videos but as
the study mainly used close ended questions, the data processing process will be less critical.
This is the reason the face to face survey interview was a success and the study was able to
gather relevant data from the survey. The consumers were little confused with the questions
on servicescapes, empathy, authenticity and behavioural intention but the face to face
interview was helpful in solving consumer queries (Church and Waclawski 2017). The
respondents took around 15 minutes to complete and there were no missing data in the
research. However, based on the questionnaire developed, the use of personal interview is not
required as majority of the questions were close ended questions. Therefore, online survey
could have produced better results in the research as it provides option for personal
interaction with the consumers where in depth answers can be gathered for better
understanding of the respondent views. This would help in reducing the overall cost of the
research and complexity of data processing. On the contrary, it does not mean that the
different procedure would have been more effective rather using a mixed research instrument
would have been more fruitful in the research. It implies that mixed method helps in
gathering both qualitative and quantitative data which will able to address all the dimension
in the research. Moreover, the use of mixed method questionnaire is able to capture the
attitude and tone of the consumers towards a particular product or a service. This helps in
achieving high level of validity and reliability as comparison between qualitative and
quantitative data can be made.

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Reflection on the questionnaire
There is a significant need to change the order of the questions in the survey as the
demography of the consumers that have not attended boutique restaurants in the past six
months is not required and is wastage of resources. The first question of the survey should the
question identifying the main criteria for the survey that whether the respondents have
attended boutique respondents earlier or not. This will help in filtering out the respondents
that have not attended boutique restaurants in the past six months. The study requires
consumers that have attended boutique recently as old experiences may not be comparable to
current standards followed by the restaurants. Similarly, name of the respondent is not
required in the current study as it would not contribute to any of the goals and objectives of
the research. Moreover, the questionnaire requires segregation for the questions developed on
7 point Likert scale for understanding of the collected data (Hilton 2017). In case of the
question on servicescape, it can be further divided into elements for facilitating proper
identification of the components.
It implies that section B should be the first section of the survey questionnaire
followed by the section C and the demographic questions should be the last section of the
research. The remaining questionnaire has been well developed and has effectively used the
four scales of measurement. The nominal, ordinal, ratio and interval scale has been used
throughout the research. The nominal scale has been used to address questionnaires of
gender and ordinal scale has been used to address the questions on educational level and
occupational group (Hardigan, Popovici and Carvajal 2016). The questions on age and
income has included the interval scale effectively and finally, the questions developed on the
Likert scale has addressed the ratio scale. This would help in gathering quantitative data
which can be measured using statistical analysis. The survey has used both open ended and
close ended question so it will help in covering all the aspect in the research. Moreover, the

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questionnaire has adequately utilised and identified all the components required to examine
the servicescape, authenticity, staff empathy and experience (Fleischman et al. 2016).
Therefore, the reliability of the instrument is high and valid data can be gathered from the
research.
Overall reflection
The overall journey of designing a questionnaire and performing a pilot study has
been a learning experience throughout for me. I have gathered significant knowledge
throughout the process and have understand the overall process of survey design and
performing a pilot study. Initially, it was quite challenging for me as I had very limited idea
of the process of designing a questionnaire and I had to struggle while developing a
questionnaire and performing the pilot research. I did not have the idea of the way I should
approach the overall research but using different approaches have helped in identifying the
correct approach for fulfilling the purpose of the research. I started by analysing the different
components in a reliable questionnaire which included analysis of the past questionnaires
used on the chosen research topic. This provided significant idea on the way a questionnaire
should be developed for gathering relevant. However, the next step was identifying whether
close ended questions or the open ended questions would provide better results in the
research. I decided to develop a mixed questionnaire comprising of mainly close ended
question and some open ended questions. This is because of the fact that consumers may lose
their patience in participating in face to face interview as it takes minimum of 40 minutes to
perform semi structured interview. Moreover, quantitative analysis cannot be performed
using an open ended questionnaire and the use of close ended survey questionnaire was
expected to be more appropriate. On the other hand, consumers may not have significant
knowledge on the topic and using a close ended questionnaire was expected to facilitate the
consumers in contributing to the research effectively. This is the reason I have selected

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standardised questions which had fixed wording and order in questions so that same stimuli
was received by all the employees. Moreover, the questionnaire was cross checked to identify
whether all the aspects in the survey has been addressed or not.
I had focused on the target market of the research to understand the questionnaire to
be developed and information to be gathered. I have gathered knowledge on the process of
relating research instrument, research objective and target consumers for any study.
Moreover, I learnt to formulate the questions using easy and understandable statements which
will help the consumers in responding to the questions. The overall study has been a journey
of learning for me where I have gathered significant knowledge on the different ways of
designing a questionnaire. Pilot study was also a new experience for me and it has provided
me with insights on the feasibility of the questionnaire I have developed. I have gained
understanding of the relevance of a pilot study and how it contributes to the success of the
survey. However, it would not have been possible without the guidance of my mentor who
has guided me and helped to successfully complete the study.

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References
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Church, A.H. and Waclawski, J., 2017. Designing and using organizational surveys.
Routledge.
Fleischman, A., Hourigan, S.E., Lyon, H.N., Landry, M.G., Reynolds, J., Steltz, S.K.,
Robinson, L., Keating, S., Feldman, H.A., Antonelli, R.C. and Ludwig, D.S., 2016. Creating
an integrated care model for childhood obesity: a randomized pilot study utilizing telehealth
in a community primary care setting. Clinical obesity, 6(6), pp.380-388.
Hardigan, P.C., Popovici, I. and Carvajal, M.J., 2016. Response rate, response time, and
economic costs of survey research: a randomized trial of practicing pharmacists. Research in
Social and Administrative Pharmacy, 12(1), pp.141-148.
Hilton, C.E., 2017. The importance of pretesting questionnaires: a field research example of
cognitive pretesting the Exercise referral Quality of Life Scale (ER-QLS). International
Journal of Social Research Methodology, 20(1), pp.21-34.