Management Research, 2nd Edition

CHAPTER 10Collecting data using questionnaires

DOI: 10.4324/9781003381006-13

Chapter learning outcomes

After reading this chapter you will be able to

• critically assess whether a questionnaire is a suitable data collection instrument for your research project;
• demonstrate the ability to design and structure a questionnaire, aligned with your research question(s) and conceptual model;
• define and apply robust procedures for pretesting, piloting, and administering a questionnaire.

10.1 Introduction

Almost everyone has some experience of questionnaires, whether in the form of employee feedback, customer satisfaction surveys, or as part of a formal research project. Perhaps because we are so familiar with them it is tempting to assume that ...