Data Collection Methods

4.3.5.1 Survey

Saunders, Lewis and Thornhill (2012) articulate that a survey research includes all the approaches that an investigator needs to create conclusions from a sample about inhabitants to respond to the research questions and to meet research goals. The aim of a survey is to develop analogous data through the subdivisions of the preferred sample, the aim being to find resemblances and variances (Cooper & Schindler 2011). Survey research can be described as a cross-sectional design relative to which data are gathered mostly by a self-completion questionnaire or by well-organised interviews on more than one case (Bryman 2012). According to Saunders et al. (2012), surveys help the researcher in collecting quantitative data, which quantitative analysis can be made from, using both descriptive and inferential statistics.

Survey techniques are allied with the descriptive and causal research and allow a researcher to gather more quantity of information from a set population cost effectively (Gaweseb 2015).

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When using the survey research method, primary data are collected directly from the respondents or the sample and the questionnaire is used to structure and record the collection of data (Wegner 2012). In this study, the survey research was piloted, and using a questionnaire to gather primary data from the SMEs in Polokwane. Distribution and collection of the questionnaire was done by the researcher alone.

4.3.5.2 Questionnaire

The primary data in this study were gathered using questionnaires. According to Collis and Hussey (2009), a questionnaire is a list of cautiously arranged questions, which have been chosen to obtain reliable responses from a study sample. Brace (2013) defines a questionnaire as the communication method between the researcher and the subject, although occasionally administered on the researcher’s behalf by an interviewer.

Questionnaires offer the researcher a good administrative advantage and present a comprehensive way of collecting data (Robert 2013). A good questionnaire should reduce the response problems to boost the prospects for a good response rate (Denscombe 2014).

A good written questionnaire is a low-cost choice for a survey and can deliver the most accurate answers (Brace 2013). It is in the researcher’s jurisdiction, being guided by the research or study objectives, to formulate questions, which require answers and through the questionnaire the respondents will convey the answers back to the researcher (Brace 2013)

When creating a questionnaire, all information and questions should be to the point and very clear and outlined by the research questions (Graziano & Raulin 2013). Pre- testing the questionnaire is recommended before it can be presented to the respondents. Pre-testing the questionnaire determines its success and provides relevant information to respond to the set research questions (Aaker et al. 2011). The questionnaire was pre-tested and all errors or comments, were rectified or changed before being presented to the respondents.

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4.3.5.3 Questionnaire Design

Questionnaire design and layout are essential features of a questionnaire, which help in capturing the interest of the participants. There are different considerations when designing a questionnaire, which comprise the types of questions, introduction, wording and the number of questions combined in a questionnaire (Horn 2012). The questionnaire was selected as the method to gather data since it can easily be managed and distributed. It also ensures that the entire sample can receive the same questions, which ensure consistency of the questions asked to all the respondents. The types of questions used in this study included the Likert scale, closed, dichotomous and open-ended questions.

Closed questions can be responded to with one word or short phrase, while open- ended questions afford the respondent the opportunity to give a long answer or express himself to a particular question (Johnson & Christensen 2012). A questionnaire based on closed-ended items is typically used in quantitative research (Johnson & Christensen 2012). Dichotomous questions have only two alternative responses, such as male or female, yes or no and so on (Shukla 2010). Dichotomous questions signify the first and simplest form of the closed question format, as the respondent is limited to two fixed alternatives (Wilson 2012)

Welman et al. (2013) state that Likert scale questions allow the ratings and measurements of the respondents in line with different ideas, topics or conditions. Likert scale is rated as the most frequently used method of scale in marketing research and it is easy to manage (Zikmund & Babin 2010). The Likert scale is convenient in determining the total score for each of the respondents concerning each score. Malhotra (2009) states that it is vital to use a steady scoring method so that the low or high score reflects a constructive response. The questionnaire length must be kept reasonably short, thus certifying that it is not complicated to manage as well as to undertake the coding of the responses (Horn 2012). To ensure anonymity, participants were not requested to specify their names on the questionnaires.

Codes were assigned to each of the possible responses that respondents chose. Instructions were added on the questionnaire cover page, persuading the respondents to be honest and critical as they select the best response. The respondents were advised to request the results of the research, should they need them.

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The existing literature was used to design the questionnaire items. Questions on marketing attitude were designed using information sourced from Brooksbank, Thompson and Williams (2008), for marketing orientation, Keh, Nguyen and Ping (2007); Tsikirayi, Muchenje and Katsidzira (2013) for marketing communications, Lekhanya (2015); Mohammad and Neda (2012) for product innovation, Keizer, Dijkstra and Halman (2002); Oke, Burke and Myers (2007); Osei, Yunfei, Appienti and Forkuoh (2016) for questions related to SMEs factors/challenges, Lekhanya (2010); Lekhanya (2015); Zhou (2015); Aigbavboa and Thwala (2014) for questions related to performance, and also from Oke, Burke and Myers (2007); Terziovski (2010); Osei,Yunfei, Appienti and Forkuoh (2016) for the overall design of the questionnaire. To ensure that all possible errors (like inadequate time limits, unclear instructions) within the questionnaire are avoided or addressed early, pilot testing was done. Pilot testing is very useful if the measuring instrument has been formulated mainly for the research study (Welman et al. 2013). Saunders et al. (2009) assert that with pilot testing, the researcher is able to determine the respondents’ behaviour about the research questions.