Stage seven: Administering data collection process

Administrating the data collection instrument is the final stage in the research process. This stage involves explanation of the field work. Firms listed in the Thailand Exporter’s Directory were randomly selected for initial telephone contact. The selected participants were initially contacted by telephone and were provided with an explanation for why they were being contacted, and how their contact details were obtained. They were then offered an invitation to participate in the study. The eligible firms which meet the selection criteria of the study were asked for an appointment. All contacted participants were explained to them that their participation was voluntary and that they can withdraw at any time without having to give a reason. To ensure they meet the selection criteria, verification was sought on firm industry sector. The key criterion for selection was that a firm must have launched and sold one new product in at least one export market in the previous two years (2009 to 2010) with its own brand name. The eligible firms were invited to participate in the study and an appointment was made if they agree to the drop off an information sheet and the questionnaires. The example of invitation telephone script is showed in Figure 4.5.

Figure 4.5: Example of invitation telephone script

SCRIPT

• Hello, how are you today?

• My name is Wannee Trongpanich. I am currently doing a PhD at the University of Tasmania, Australia. I am conducting research about how firms develop and market new products for export. This study attempts to better understand new product development in Thai firms.

• I obtained your contact details from the “Thailand Exporter’s Directory” provided by Department of Export Promotion, Thailand.

• I am calling you today to invite you to participate in my research.

• The approximate time you will need to devote to this research is between 20 to 25 minutes to complete a questionnaire.

• Would you be willing to consider participating in the research? Yes/no (if NO thank you for your time), if YES then I need to check some information about your firm first:

According to the information provided by the first key informant, each nominated manager (senior marketing manager, senior product manager, or senior sales manager) was contacted by telephone and provided with a short description of the reason they had received the survey and their participation encouraged. Each nominated manager was provided with an explanation for the purpose of the research, how their contact details were obtained and they were invited to participate in the study that is similar to the initial contacts procedure. If participation was agreed to participate, an appointment was made by the researcher or research assistants in order to personally drop off the questionnaire. They were informed that to have the survey collected, they can phone the number provided to make an appointment with the researcher or research assistants to collect both surveys back. If completion of the surveys was not carried out then and there, an appointment was made at a suitable date and time to collect the completed survey.

The survey data were collected at the operation level from each export firm. As such, respondents were key senior managers whose position gives them responsibility for a product in an export market. The respondents were asked to provide answers based on their own understanding and knowledge of specific information of each context questionnaire. They were asked to provide answers based on their firm’s strategies and business operation for the product launched and sold in export

market. Example of the information sheet for the nominated informants of the study is showed in Figure 4.6.

The researchers and trained field workers personally dropped off the survey questionnaires. If the respondent is willing to complete the questionnaire by this time, they can stay at the respondent’s premises and wait until the self-administrated questionnaire had been completed. Otherwise, they arranged a return time for collecting the completed questionnaire. Before collecting the questionnaire, pre- notification was given to the respondent about the visit, 1-3 days before the pick-up date.

Figure 4.6: Example of information sheet for nominated informants of the study

New Product Development and Marketing Study in Export Market

We realise you are very busy, but ask for about 30-45 minutes of your time. Please do not rush, as your experience and knowledge are very important and your accurate responses ensure your time is well served. Your responses are completely anonymous and confidential. We guarantee your responses cannot be identified.

You have been identified by your senior manager (who sent you this survey) as the manager most responsible (i.e., knowledgeable) for the product mentioned below in the export market mentioned below.

4.4 Conclusion

This chapter presented the research design developed to test the theoretical framework outlined in Chapter Three. Quantitative methodology was selected for the research as the most appropriate to achieve the research objectives. The research processes were presented and outlined in seven stages including 1) the research design, 2) the data collection method, 3) the research instrument development, 4) the final questionnaire development, 5) the sampling plan, 6) the method of analysis, and 7) the data collection process. Each stage was discussed in detail. The detailed discussion of the research design, measurement tools, provides the underpinning of the data analysis and presentation of the results in Chapter Five.