Stage two: Selecting the data collection method

Selecting the data collection method is the next step after having determined the research type. Data collection methods involve deciding whether to use existing (secondary) data or to gather primary data (Mooi & Sarstedt, 2011). Primary data are data that a researcher has collected for a specific purpose, while secondary data have already been collected by another researcher for another purpose (Mooi & Sarstedt, 2011). The nature of this study indicates the use of primary data to address the research objectives, and the theoretical framework which are specific issues to this study.

A variety of methods of data collection are available for use including survey, experiment, interview, focus group, observation, and projective technique. When compared to observation and experimentation, surveys are the most commonly used method of primary data collection in marketing research (Baker, 2001; Aaker et al., 2010). Surveys are a means of collecting primary data based on communication with a sample of individuals (Zikmund & Babin, 2010). It is a research procedure used for collecting large amounts of raw data using question-and-answer formats involving the characteristics, actions, or opinions of a large group of people (Hair, Bush & Ortinau, 2006; Pinsonneault & Kraemer, 1993). Surveys are written instruments that ask a series of predetermined questions (Kolb, 2008) and can be designed to capture a wide variety of information on diverse topics and subjects (Aaker et al., 2010). Further, surveys are the major means of collecting quantitative primary data (Mooi & Sarstedt, 2011).

Typically, survey methods can be classified as person-administrated, telephone- administrated, and self-administered based on the respondents to be contacted and on the means of contacting them (Aaker et al., 2010; Hair, Bush & Ortinau, 2006). As shown in Table 4.2, there are three types of survey methods. First, person- administered survey method is a form of direct communication in which an interviewer asks respondents questions face-to-face (Zikmund & Babin, 2010). Person-administered surveys are distinguished by the presence of a trained interviewer who asks questions and records the subject’s answers in predetermined formats (Hair, Bush & Ortinau, 2006). This method can achieve high response rates since the engagement with the respondents is maximised and it can support surveys that have a large number of items (Mooi & Sarstedt, 2011). Second, telephone- administrated survey method is question-and-answer exchanges by personal interviews that are conducted via telephone technology (Hair, Bush & Ortinau, 2006). This method has become the dominant method for obtaining information from large samples, as the cost and non-response problems of personal interviews have become more acute (Aaker et al., 2010). Third, self-administered survey method is a data collection technique in which the respondent reads the survey questions and records their own answers without the presence of a trained interviewer formats (Hair, Bush & Ortinau, 2006). This method includes mail panel, drop-and-collect, mail, fax, e-mail, and Internet survey. Advantages of this method are low cost per

survey and have been identified as having less interviewer bias (Aaker et al., 2010; Kolb, 2008).

Table 4.2: Types of survey method Types of survey method Description Person-administered

In-home interview An interview takes place in the respondent’s home or, in special situations, within the respondent’s work environment (in-office). Executive interview A business executive is interviewed in person.

Mall-intercept interview Shopping patrons are stopped and asked for feedback during their visit to a shopping mall.

Purchase-intercept interview

The respondent is stopped and asked for feedback at the point of purchase.

Telephone-administered

Telephone interview An interview takes place over the telephone. Interviews may be conducted from a central telephone location or the interviewer’s home.

Computer-assisted telephone interview (CATI)

A computer is used to conduct a telephone interview; respondents give answers by pushing buttons on their phone.

Self-administered

Mail panel survey Surveys are mailed to a representative sample of individuals who have agreed in advance to participate.

Drop-and-collect survey Questionnaires are left with the respondent to be completed at a later time. The survey may be picked up by the researcher or returned via mail.

Mail survey Questionnaires are distributed to and returned form respondents via the postal service.

Fax survey Surveys are distributed to and returned form respondents via fax machines.

e-mail survey Surveys are distributed to and returned form respondents via electronic mail.

Internet survey The Internet is used to ask questions and record response from respondents.

Source: Adapted from Hair, Bush and Ortinau (2006)

When compared to person-administered and telephone-administered survey method, self-administered survey method is having less interviewer bias because no interviewer to probe for the response (Hair, Bush & Ortinau, 2006). Further, the emergence of telecommunication technology has allowed delivery systems for self- administered survey to expand. According to the review of research methodologies in Chapter Two, self-administered survey method was frequently used in export performance literature. Thus, having considered the nature of this study, the self- administered survey method was selected as an appropriated method.

Response rate is an indicator of sample quality (Baruch & Holtom, 2008). When compared to other techniques (mail panel, mail, fax, e-mail, and Internet survey), the drop-and-collect technique has been argued to improve the response rate (Ibeh, Brock & Zhou, 2004). Particularly when the data collection is undertaken in developing countries where interpersonal interactions are widely recommended for information exchange, the drop-and-collect technique is recommended (Ibeh, Brock & Zhou, 2004; Hofstede, 1980; Ibeh & Brock, 2004; O’Cass & Ngo, 2011).

The drop-and-collect technique involves delivering self-administered questionnaires to the respondents and personally recovering them later from the respondent (Walker, 1976). In the drop-and-collect technique, the researcher or a representative of the researcher hand-delivers and collects the surveys back from respondents (Hair, Bush & Ortinau, 2006). This technique has been argued to improve response rates, particularly when data collection is undertaken in developing countries where interpersonal interactions are widely recommended for information exchange (Hofstede, 1980; Ibeh & Brock, 2004; Ngo & O’Cass, 2012). The drop-and-collect technique is well suited to studies because the high rate of response it normally achieves (Brown, 1987). Further, supporting the selection of this technique is the fact that it has been widely used by other marketing researchers in similar types of studies (e.g., Balabanis & Diamantopoulos, 2004; Brown, 1987; Lin & Germain, 1998; O’Cass & Pecotich, 2005). Therefore, a drop-and-collect technique was chosen.