Data Collection Method

One of the important concerns in research methodology is the selection of the most appropriate data collection procedures. The study explores six possible data collection methods, which are generally implemented in the marketing and management research. These methods include personal survey, drop-and-collect survey, fax survey, e-mail survey, web-based survey, and mail survey. Each method has its own strengths and weaknesses, which must be considered when making the decision.

(1) Personal Survey

Personal survey or face-to-face survey is suitable when researchers need to show materials to the respondents, or when the respondents require some explanations about the content of the questionnaire or technical terms (Kalof et al., 2008). Although personal survey produces higher response rates than mail survey, it is more costly, time-consuming, and laborious (Malhotra and Birks, 2007). In addition, this method is highly dependent on the skill and knowledge of the interviewer; however, interviewer bias may often occur (Zikmund et al., 2010). Above all, personal survey is considered an inappropriate method for this study because sensitive and relatively confidential data, such as measures of export performance, are asked. A lack of anonymity and confidentiality may lead to obtaining unreliable and invalid information (Malhotra and Birks, 2007).

(2) Fax Survey

Nebenzahl and Jaffe (1995) found that fax survey generates similar response rate as does mail survey, but it has faster response time and lower total cost. In spite of this

advantage, fax survey is considered inappropriate for this study for several reasons. First, survey samples drawn from those who have universal ownership of fax machines may not be a good representative of the population. Second, sampling problems may occur if fax numbers are not readily available (Zikmund and Babin, 2007). Third, the failure, delay, or line engagement may occur during the processes of transmitting or receiving the questionnaire via the facsimile system. Third, this method cannot guarantee anonymity because the identity of the respondents will be automatically revealed to the sender by the fax machine if they return the questionnaires. Finally, this method is not suitable as the survey enquires about financially sensitive information (Jobber and O‟Reilly, 1998; Saunders et al., 2009).

(3) Drop-and-Collect Survey

Drop-and-Collect survey or drop-off survey allows researchers to personally deliver and subsequently collect the questionnaire, either directly to and from the target respondent or indirectly through a gatekeeper (Saunders et al., 2009). Drop-and- collect survey has some similar drawbacks to personal survey. First, it is time- consuming and costly. Second, the respondents are usually spread apart across large geographical regions; therefore, it may not be possible to personally drop and collect the questionnaires from every respondent. Finally, the respondent will be identified when the questionnaire is collected (Malhotra and Birks, 2007). As a result, it is inadvisable to employ this method in the study.

(4) E-Mail Survey

With the increasing growth of the Internet and e-mail users, it is important for researchers to examine whether e-mail survey is a more effective method for primary data collection when compared to other traditional methods such as mail survey. Tse (1998) found that e-mail survey provides faster return than mail survey, at lower total cost. Its features of instantaneous transmission and immediate response seem to be superior to other methods. With respect to response rate, evidence shows conflicting results (Zikmund and Babin, 2007). Some researchers obtained comparable or even higher response rates by using e-mail survey (Parker, 1992; Walsh et al., 1992). On the other hand, more recent researchers found response rates form e-mail survey to be relatively lower than mail survey (Bachmann et al., 2000).

While e-mail survey is attractive, users of this means of data collection must be aware of its disadvantages. First, sampling problems may occur because e-mail survey is limited to subscribers who have e-mail account ownership to receive and respond to the survey (Kalof et al., 2008). Second, since the number of junk e-mails received per day has increased with time, e-mail survey may be perceived as annoying junk e- mails (Zikmund et al., 2010). Third, acquiring personal e-mail addresses of target respondents is an expensive endeavour (Malhotra and Birks, 2007). Also, once the e- mail addresses become available, preserving anonymity appears difficult when they reply by e-mail (Malhotra and Birks, 2007).

(5) Web-Based Survey

As incrementally developed, web-based survey method overcomes the shortcomings of e-mail survey. While time and effort are invested in designing a web-based survey with the questionnaire on the webpage, it offers researchers numerous values. Apart from such benefits as low cost, speed, convenience, and international reach, web- based survey also helps reduce concerns regarding anonymity (Grandcolas et al., 2003). Furthermore, the novelty of this more advanced data collection method may encourage higher participation. The finding by Griffis et al. (2003) showed that response rate is higher for web-based survey than mail survey.

However, the web-based survey is not popular in some countries, especially in developing countries. One of the possible reasons may relate to technological failure caused by situations such as problems with the servers or the computers themselves, which would clearly result in a poor response rate, thus naturally favouring the traditional mail survey over technology based survey (Kalof et al., 2008). When the Internet becomes increasingly accessible to a greater segment of the population, and reliable e-mail addresses are available, sampling will become less restrictive, thereby attracting researchers to adopt this effective method. Nevertheless, based on the current viewpoints, it is inappropriate to adopt this method for the study.

(6) Mail Survey

A mail survey or postal survey is conducted by sending a set of self-administered questionnaires to each target respondent through postal service. In principle, the mail survey does not allow researchers to have personal interaction with the respondents

during the period of data collection. However, in some cases, a telephone call or personal contact is made to ask for participation from the target respondents before the questionnaire is mailed (Stevens et al., 1997).

Compared to other methods, the weakness of mail survey is generally recognised to be a low response rate (Rindfleisch et al., 2008). Another drawback is that there is no opportunity for clarifying some ambiguous answers of the respondents, so the answers have to be accepted as final (Zikmund and Babin, 2007). However, mail survey is most broadly used as the primary data collection method across many disciplines, such as marketing and management (Malhotra and Birks, 2007; Zikmund et al., 2010). First, it is the most effective, least time-consuming, and least costly means to collect data from geographically dispersed populations (Kalof et al., 2008). With the benefit of wider distribution, the mail survey is an important method of gathering cross- national research data (Jobber et al., 1991; Zikmund and Babin, 2007). Second, when encountered with the difficulty to reach respondents, especially top executives, mail survey may be conducted with relative ease; it allows respondents to check information by verifying their records or documents, consulting other colleagues of the company, and permitting them to reply thoughtfully in their own time (Dillman, 2000). Finally, the lack of interviewer – interviewee interaction can give the feeling of anonymity, which can encourage more accurate response to relatively sensitive questions when compared to other methods (Malhotra and Birks, 2007). Due to its superiority over the other five methods, the mail survey is thereby selected for this study.