Business Research Methods: Questionnaire Survey Report Analysis

This report delves into the application of questionnaires as a data collection method, evaluating their effectiveness in gathering information for research purposes. It begins by defining questionnaires and highlighting their utility in understanding consumer attitudes, opinions, and preferences, particularly within the context of a boutique restaurant survey. The report details the advantages of using questionnaires, such as cost-effectiveness, accessibility to large audiences, and the potential for more truthful responses due to the anonymity they offer. It also acknowledges disadvantages, including the possibility of skipped questions, biased answers, and the inability to incorporate new questions after the survey's initial design. The analysis includes a discussion of the survey administration process, the importance of a defined target audience, and the significance of question design, including the use of open-ended and engaging questions. The report concludes by emphasizing the questionnaire's appropriateness for mass data collection, its reliability, and the ease with which the gathered information can be analyzed, while also suggesting improvements for future questionnaire designs, such as shorter questionnaires and assurance of respondent confidentiality.

A report on the use of questionnaires as a survey method
A questionnaire is a research method that uses a set of standardized questions handed out to your
target audience for research purposes (GILLHAM 2008). Just like other data collection
methods, questionnaires are used to determine the attitudes of respondents towards a product or
service in the market, their opinions on a new product or service and sometimes to ask for
recommendations. It is also a good way to investigate client satisfaction. In order to acquire this
information, it is important to choose a specific target audience to be your respondents.
We decided to use questionnaires as a data collection method as it was very cheap method to
access. Questionnaires are also advisable for larger target audiences (SAPSFORD 2006). This is
compared to other methods like interviews which will require more personnel as we would need
to deal with the target audience individually. It is important to try and reach a large target
audience because with questionnaires, you can never be too sure on who will answer therefore,
for maximum feedback one should try and capitalize on the very large group of respondents such
that if a considerable number fail to give you feedback, a sizeable group could still work.
We also decided to use questionnaires as people tend to be more truthful in answering since they
get time to think unlike a method like interviews or focused group discussions where they are
expected to answer almost immediately.
Using questionnaires was advantageous as the target audience was already familiar with the
process. For those who had not come across questionnaires before, the instructions were direct.
Information derived from the questionnaires was also easy to evaluate as the filled questionnaires
are present if the need of clarification arises. Easy analysis was also contributed by the

standardized system of questionnaires; meaning all the questionnaires had similar questions.
Questionnaires also gave us an edge in collecting sensitive information as they feel no pressure
or judgment because of its discreetness and individuality while answering.
Some respondents choosing to skip some questions on the questionnaire were one of the
disadvantages we encountered. In depth investigation into this led to the conclusion that most of
the questions being skipped were probably too personal meaning the respondents did not feel like
their information was guaranteed secrecy. There was also a wide similarity in answers which led
us to question the accuracy of questionnaires as a data collection method. We concluded that
most respondents gave answers not based on the truth but rather, it was based on what they
thought we wanted to hear (COX 2008).
Another major disadvantage was, if we had missed putting an important question in the
questionnaire, it would be hard for us to get back and put it hence incomplete information being
collected. For example, our first questionnaire missed two vital questions which were, ‘ Does the
choice of music at a restaurant affect you?’ and ‘What is your 'must have' in a Boutique
restaurant?’ These are important questions which had been left out in the initial survey. The
second question was very good in trying to gauge user needs and preference. It was hard to
add these two questions to the questionnaire as people tend to deter from answering too
many surveys. Questionnaires also tend to lack personal touch as there is no direct human
interaction while answering, just the respondents and the questionnaire.
The administration procedure as a success as we were able to come up with the information we
wanted. The respondents clearly understood the questions as they were straightforward and most
of them closed ended that required yes or no answers, ticking choices off and grading. However,

we failed to acquire consistent data on a question asking about the respondent’s gross annual
income as most of the respondents failed to answer that question despite the promise of
confidentiality. We administered the questionnaires and gave the respondents a maximum of one
day to submit their filled questionnaires but most of them submitted them approximately after
twenty minutes of receiving them.
For better quality of information derived from questionnaires, I would suggest the respondents
were told more about the purpose of the research. This includes why they are being questioned,
why they are the target audience and how the information they submit is going to be used. The
respondents should be assured of confidentiality whatsoever especially on sensitive topics that
would sometimes be embarrassing if linked to the respondents. Most respondents tend to walk
away from questionnaires that require identification or those that do not guarantee respondents’
confidentiality.
Questionnaires should also not contain very obvious questions as they tend to annoy respondents.
Similarly, very hard words should not be used together with very hard questions that may need
them to over think. Questionnaires should be as easy as possible since the respondents are doing
you a favor and them getting irritated and not filling the questionnaire would be a loss on us.
Most of the time, respondents come across a hard question and decide to stop since they do not
want to overthink. Questions paused should also not be trick questions – those that have answers
that seem obvious but the obvious answer is wrong.
Some changes that we would make on the questionnaires to improve information quality
includes creating shorter questionnaires. If the respondents feel burdened by too many questions,
they tend to stop answering since it is not an obligation keeping in mind it also gets boring.

Therefore, questionnaires should be as short as possible. It is also important to engage the
respondents prior to them answering; this could be by letting them know how long it would take
them to answer the questionnaire. Time taken to answer the questionnaire was an issue as we
observed that almost all the respondents asked how long it would take them to answer the
questionnaire.
From using questionnaires as a survey administration method, we have learnt that it is important
to have a defined target audience. Who exactly do you want to hand out the questionnaires?
Example, without proper audience analysis you might find yourself handing out questionnaires
on birth control to a sexually inactive audience. Which is wrong and pointless as the information
derived will either be wrong as it is guessed or at worst, you may get no response at all. It is also
important to start with easier questions as starting with hard questions may scare away your
respondents.
Using few open ended questions is also important as people do not like being asked to explain
themselves therefore, open ended questions should be used only where necessary. Engaging
question styles also go a long way as they are unusual and probably fascinating to the
respondents. Examples include grids as used in our survey. Questions in your questionnaire
should also be arranged in a logical order that is sequential. Example: If the question for number
two depends on the answer given in number one, then those questions should follow each other
on the questionnaire. An example of a poorly drafted questionnaire is that which a respondent is
asked to recollect their answers from a question they answered at the beginning of the
questionnaire.

While drafting a questionnaire, it is important to consider the type of questions you would want
to be present in your questionnaire. The first question of the questionnaire should mainly be a
general question or a simple one for that matter (WILLIS 2004). Your questions should be
precise and straight to the point. No one would want to answer a question posed as a whole
paragraph (BRACE 2008). Your questions should also be easily understood and use easy
language that the respondents would not find a hard time answering. Questions should also not
be bigoted and be applicable to your target audience. The questions should also be in line with
your reason for research and avoid straying away from the topic at hand.
In conclusion, the use of questionnaires as a method of data collection is an appropriate survey
administration process especially when dealing with mass respondents (PRESSER 2004). Aside
from its low cost involved and the discreetness as one answers them privately – without the
presence of an interviewer many people are familiar with questionnaires hence they is very little
need for clarification, which makes the data collection process easier. Questionnaires can also be
termed as reliable since they can be saved for in depth analysis later. Information is also very
easy to analyze therefore making it a good method of data collection (SARIS 2014).

Bibliography
BRACE, I. (2008). Questionnaire design: how to plan, structure and write survey material for
effective market research. London, Kogan Page
COX, J., & COX, K. B. (2008). Your opinion, please!: how to build the best questionnaires in
the field of education. Thousand Oaks, CA, Corwin Press.
GILLHAM, B. (2008). Developing a Questionnaire. London, Bloomsbury Publishing.
http://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=1644312.
PRESSER, S. (2004). Methods for testing and evaluating survey questionnaires. Hoboken, NJ,
Wiley-Interscience. http://www.123library.org/book_details/?id=25909.
SAPSFORD, R., & JUPP, V. (2006). Data collection and analysis. London, SAGE Publications
in association with the Open University.
SARIS, W. E. (2014). Design. Hoboken, Wiley. http://www.myilibrary.com?id=571615.
WILLIS, G. B. (2004). Cognitive interviewing: a tool for improving questionnaire design.
http://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=1995048.