JUSTIFICATION FOR USING A QUESTIONNAIRE 105

A detailed treatment of survey research has been given by de Vaus (2014). The author points to the problems of low response rates. Although changing life styles and rapid development and expansion of communication technology should make surveys easier, the response rates are always highest with personal surveys. Combining different methods for administering surveys is a possible option. Online surveys using the internet have become a common practice. However, response rates remain low with such methods.

Context affects the meaning and answers of questions due to cognitive psychological aspects. This is an aspect gaining importance with respect to design and administration of surveys. Huge data banks of survey results and statistical software facilitating complex analyses are available, but are distressingly underutilised. However the basic aspects of surveys remain unaltered. The need for a structured set of data using valid and reliable instruments on good quality samples cannot be substituted by improved technology. Research questions need to be very clear and backed by well thought out concepts. This study used the conventional direct administration of a questionnaire to the sample participants. The research question is clear arising from a well-defined conceptual framework with all possible alternatives considered. Direct administration of the survey on independent variables of samples while participating in MICE events ensured quality samples.

The ability to measure a variable quantitatively is the prime consideration for adopting quantitative research. Fine differentiations are possible by quantitative measurement as was pointed out by Bryman & Bell (2015). In this study, it was possible to make fine distinctions between people’s motivations, attitudes, and perceptions and precisely estimate the degree of the relationship between the concepts (Bryman and Bell, 2015). Also, in this thesis, the questionnaire method enabled the researcher to make distinctions between the indicators of behavioural intensions of participants from two broadly different cultural groups within MICE tourism and the wider experience of visiting Saudi Arabia. For example, measurement of different degrees of importance of their attitude towards safety at the venue or the influence of heritage on their decision to attend or their intention towards returning were all possible. A quantitative survey technique also enables ‘generalization’ of the findings obtained from a sample, to the larger population from which it was derived (Bryman and Bell, 2015).

Bryman & Bell (2015) observed that the data gained from questionnaires can clarify the relative importance of factors influencing outcomes. Based on examples of research work on motivation, they noted that it is unlikely for a quantitative researcher to be satisfied merely in the proportion of employees who are motivated or otherwise, but would also like to relate them to the causes of the different degrees of motivation observed in the data. In the context of this study, the focus in the questionnaire was not merely on measuring the proportion of attendees who were motivated or not, but rather on examining the issues that were motivators and distinguishing them from other motivations that were less influential. This helped to determine the effect of the MICE experience upon their motives, perceptions and attitudes concerning the KSA.

There are many practical advantages of using a questionnaire. It is more time- economical if a large amount of information is to be collected (Wallace, 1998). In this study, the use of a questionnaire enabled the collection of data on a range of areas from the perspectives of as many delegates and participants as possible, and within the time constraint of conferences or exhibitions lasting two to three days, when delegates had limited time available. The use of a researcher administered questionnaire was convenient for both the researcher and the respondents as it allowed sufficient time for the distribution of a number of questionnaires directly to

attendees at times convenient to them such as breaks. This method also eliminated the issue of time decay and the need for recall by participants as the data were collected at MICE venues directly. Use of questionnaires also avoided variations in responses due to interviewer variability as could occur with interviews (that is, being affected by differences between interviewers in, for example, approach, personality, and so forth) (Bryman and Bell, 2015).

If anonymity is clearly guaranteed by adhering to research ethics, respondents can freely respond without any bias. These are potentially very important issues in divining out differences between people in a Muslim and non-Muslim context, where personal sensibilities could exist among individuals belonging to particular cultures to openly express negative opinions.

In the case of the KSA it was important that the questionnaire be delivered by a Muslim for the Muslim participants, while non-Muslim participants are less concerned. The researcher did not project a strong Muslim presence in style or appearance to non-Muslims, was male and was able to converse in Arabic as well as English to Muslim attendees.

As discussed above, there are a number of advantages of using the quantitative questionnaire method. The method is the most suitable one for the type of study reported here considering the need for obtaining information on degrees of differences in motivations, perceptions and beliefs in two culturally separate groups of MICE tourists.