Business Decision Making: Week 3

18-Sep-20
COMPANY
LOGO
BUSINESS DECISION MAKING
Nguyen Minh Thu
Faculty of Statistics – National Economics University
Email: nmthu@neu.edu.vn
BUSINESS DECISION MAKING
Week 3:
THE COLLECTION OF DATA
(cont)
Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn
Outline
Survey methods
Questionnaire Design
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What is a Survey?
An activity in which many people are asked

a question or a series of questions in order
to gather information about what most
people do or think about something.
Why do a survey?
To know something
• Personal information
• Knowledge, Opinions and Attitudes
• Behaviors and Practice
• etc
About someone
• Individuals
• Organizations
In order to understand, create knowledge, or make decisions
Survey Methods
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Telephone
The interviewer asks questions

of the respondents over the
telephone
Types of telephone survey
• Traditional telephone
• CATI
Telephone
Traditional telephone:
By paper and pen to note
CATI (Computer-assisted telephone interviewing)
Interviewers enter respondents’ answers directy into a
computer
Face to Face
One of the oldest and most widely used methods

of conducting primary research
The interviewer directly communicates with the
respondent
Types of face to face survey
• In home
• Mall intercept
• CAPI
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18-Sep-20
Face to Face
In home interviews:
Also called Door-to-Door interviews
Mall intercept
Surveys that take place in shopping malls
CAPI (Computer-assisted personal interviewing)

The respondent or interviewer uses an electronic
device to answer the questions
10
Mail
Use a printed questionnaire that is posted out to

members of the survey sample, who are asked to
complete the survey and then to return it by mail
Types of mail survey:
• Postal survey (Direct mail)
• Postal panel
11
Mail
Postal survey (Direct mail)

Survey is developed and mailed to preselected
respondents who return the completed surveys by mail.
Mail interview package consists of the outgoing
envelope, cover letter, survey, return envelope
Postal panel:
Participants have agreed to complete a limited number
of mail surveys each year
12
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Computer (Electronic)
Refers to a variety of survey modes that

were enabled by the introduction of
computer technology
Types of computer survey:
• Fax
• Email
• Direct computer interview
• Internet
13
Computer
Direct computer interview

The interviewees enter their own answers directly
into a computer.
Used at malls, trade shows, offices,...
Internet survey:
Web surveys are rapidly gaining popularity
14
Comparisons among survey methods

Criteria Telephone Face to face Mail Computer
Speed
Cost
Response rate
Level of control
of situation
Detailed
information
Length of
questionnaire
Sample size
Geography
flexibility
Influence of
interviewer
15
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18-Sep-20
Questionnaire design
What is a questionnaire?
Principles
Structure of the questionnaire
Types of questions “Questionnaire Design cannot

be taught from books, every
Common mistakes
investigation presents new and
different problems”
Oppenheim (1966)
16
What is a questionnaire?
A series of questions
Gathers information from lots of people
Focussed around a single topic or area of interest
17
Principles
Questions should relate directly to the survey’s objective
Questions should be simple and easy to understand to

everyone
The questionnaire must include ‘logic’ questions which

allow to check the correctness of answers
18
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18-Sep-20
19
The funnel structure:
• Go from basic to more in depth
• General questions before specific questions
• Go from the least sensitive to the most sensitive questions
• But – try and put important questions in before the end
20
Types of questions
Close-ended question (Structured question)
YES/NO question
Single choice question
Multiple choice question
Open-ended question (Non-Structured question)
Semi-closed question (Partially Structured question)
21
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18-Sep-20
Close-ended question
Easy to use, score and code for analysis on a computer
List all the possible response of respondents
22
1. Does your current job use the knowledge of statistics?

1□ Yes 2□ No
2. What statistical skills do you use most?
1□ Design Survey 3□ Summarize data
2□ Collect data 4□ Analyze data
3. For practical work, in addition to statistical knowledge, what skills
do you need?
1□ Teamwork skill 3□ Negotiation skills
2□ Communication skills 4□ Presentation skills
23
Scaled questions: include the Likert scale, semantic

differential scale and rank-order scale
In your opinion, when choosing a bank, how important are the
following factors?
Very Very
Factors Unimportant Neutral Important
unimportant important
The interest rate is
1 2 3 4 5
reasonable
Transaction time is
1 2 3 4 5
fast
There are online
1 2 3 4 5
services
Friendly, courteous
1 2 3 4 5
staff
24
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18-Sep-20

Based upon what you have seen, heard and

experienced, please rank the following brands according
to their reliability, starting from 1 is most reliable and 5 is
least reliable.
□ Honda
□ Toyota
□ Mazda
□ Ford
□ Other (please specify:......................................)
25

Please allocate 100 points on how you spend your

income:
□ Essentials (Gas, Grocery, Transportations,...)
□ Entertainment (Movies, Music, Clubs,...)
□ Financial goals (savings, investments,...)
□ Other (please specify:......................................)
26
Open-ended question
There is no list of answer choices from which to choose
Respondents are simply asked to write their response
What are the facilities and services do you expect from

your library?
..............................................................................................
..............................................................................................
..............................................................................................
..............................................................................................
27
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18-Sep-20
Comparison two types of questions
Advantage Disadvantage
Close-
ended
question
Open-
ended
question
28
Comparison two types of questions
Advantage Disadvantage
- Enhance consistency of
response across
- May limit breadth of responses
Close- respondents
- Take more time to construct
ended - Easier and faster to
- Require more questions to cover
question tabulate
the research topic
- More popular with
respondents
- Tend to produce responses that
- Allow more freedom of
are inconsistent in length and
Open- response
content across respondents
ended - Easier to construct
- Both questions and responses
question - Permit follow-up by
subject to misinterpretation
interview
- Harder to tabulate and synthesize
29
Semi-closed question
• Obtain both a specific answer and a text answer

• The text answer is usually defined as a separate answer at the
end of a list
• Respondents pick the text answer if none of the other answers
suit them
30
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18-Sep-20
Common mistakes
• Leading questions
• Assuming prior knowledge or understanding
• Asking two questions in one
• Inadequate response options
• Grammatical inconsistencies
• Using negative question wording
• Too many open-ended questions
• Asking too much of respondents
• Unnecessary questions
31
Common mistakes
1. Do you often read newspapers?
□ Yes □ No
2. Where are you from?

................................................................................................
3. How much time have you spent on watching TV for a month?

□□□,□□ hours
4. How satisfied are you with the salary and working hours at
your company?
□ Very satisfied
□ Satisfied
□ Neutral
32
Common mistakes
5. Where do you often study English?
□ At home □ At school
□ Website □ English tapes
6. Please set the following criteria in order of 1 to 5 on the
importance of choosing a laptop:
Price Trademark
Configuration Weight
Colour
7. What is your income? ........................................................
8. Are you a cheater?

□ Yes □ No
33
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18-Sep-20
Common mistakes
9. Do you agree with Doctors world-wide that say obesity has
become a chronic pandemic?
□ Yes □ No
10. Please look at our new logo. [insert image of new logo]. To
what extent do you agree that our new logo is an
improvement on our current logo? [1- strongly disagree -5-
strongly agree]
11. How many purchased have you made through our store in the
last few months?
34
Exercises: Vague quantifiers
35
Exercises: Too much specificity
Solution:
36
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18-Sep-20
Exercises: Mutually Exclusive
37
Steps to collect primary data
Defining the problem, the purpose of your research

• What do we want to find out?
• What is a topic that interests you?
• What value does this information have and why is it
important?
Identifying the target population and selecting the sample
• Whom do we want to interview?
• How will we choose who we want to interview?
• How many people should we each interview?
Choosing the survey method
• How will we conduct the interview?
• How will we choose who we want to interview?
• Will the survey be oral? Written?
38
Steps to collect primary data
Creating the questionnaire

• What kinds of questions should we ask?
• How many questions should we ask?
Pre-testing the questionnaire, if practical – complete the
questionnaire
Conducting interviews and enter data
Ask the questions
Organizing and analysing the data
• How should we organize our data?
• How should we analyze our data?
Reporting results
How should we communicate our results
39
13

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18-Sep-20

BUSINESS DECISION MAKING

Nguyen Minh Thu

Faculty of Statistics – National Economics University

BUSINESS DECISION MAKING

THE COLLECTION OF DATA

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

An activity in which many people are asked

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

The interviewer asks questions

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

By paper and pen to note

CATI (Computer-assisted telephone interviewing)

Interviewers enter respondents’ answers directy into a

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

One of the oldest and most widely used methods

CAPI (Computer-assisted personal interviewing)

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Use a printed questionnaire that is posted out to

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Postal survey (Direct mail)

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Refers to a variety of survey modes that

Direct computer interview

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Comparisons among survey methods

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Structure of the questionnaire

Types of questions “Questionnaire Design cannot

Gathers information from lots of people

Focussed around a single topic or area of interest

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Questions should relate directly to the survey’s objective

Questions should be simple and easy to understand to

The questionnaire must include ‘logic’ questions which

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Structure of the questionnaire

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Structure of the questionnaire

The funnel structure:

• Go from basic to more in depth

• General questions before specific questions

• Go from the least sensitive to the most sensitive questions

• But – try and put important questions in before the end

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Close-ended question (Structured question)

Single choice question

Multiple choice question

Open-ended question (Non-Structured question)

Semi-closed question (Partially Structured question)

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Easy to use, score and code for analysis on a computer

List all the possible response of respondents

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

1. Does your current job use the knowledge of statistics?

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Scaled questions: include the Likert scale, semantic

Business Decision Making – Nguyen Minh Thu – nmthu@neu.edu.vn

Scaled questions: include the Likert scale, semantic