Business Research Assignment: Factors of Online Survey Questionnaires

Question

Task: Task 1
1. Describe the key purpose of observation, outlining advantages and disadvantages of this research approach to collecting data.
2. Discuss four dimensions that distinguish various approaches to observation.
3. A disadvantage of observation is observer bias. Discuss at least two ways of minimizing observer bias.
4. Provide a critical evaluation of the ethics of using concealed observation as a research method.
Task 2
1. Advancements in technology have helped data gathering via onlinesurvey questionnaires? Discuss the mechanisms that can be used to administer online questionnaires and outline the advantages and disadvantages that may occur.
2. Explain the principles of wording, stating how these are important in questionnaire design, citing examples not in the book. 
3. How are multiple methods of data collection and from multiple sources related to the reliability and validity of the measures?
4. "Every data collection method has its own built-in biases. Therefore, resorting to multi-methods of data collection is only going to compound the biases." Provide a critique of this statement.

Answer

Introduction
As stated in the business research assignment, business research and observation have an interrelationship with each other. The relation states that without any proper observation, it is not possible to study the research on real grounds. The proper observation helps in understanding the approach of the research. It has four dimensions that help to distinguish the various approaches. Choosing a proper dimension is also a task of the researcher to study the research. There are many advantages and disadvantages in choosing the proper way of observation to conduct the research. Cases of biasness can occur among researchers while conducting broad research. Thus, some ethical rules must be followed to conduct business research and in collecting data for the research topic explored in the business research assignment.

Answer 1
Key Purpose of Observation
Observation is an essential part of the research. The ability of the researcher to do research is decided by the way of observation on acquiring data (Bodeau & Graubart 2016). The “key purpose” of the observation is to study the business research thoroughly with relevant data. It helps in a rich and deep understanding of the data based on the particular situation (Sekaran & Bougie 2016). It also helps to provide recommendation for future researchers on a particular topic. Business research can be of organization based or general industry-based, but both needs raw data to study the research on business research assignment(Sekaran & Bougie 2016). The raw data must be collected only through the relevant sources with proper observation and analyzing them on real grounds (Fletcher 2018). Bias data made the research looks fake and sometimes the research gets failed due to lack of observing and acquiring the relevant data.

Advantages and Disadvantages of Collecting Data for this Research Approach
Exploratory Research has several advantages and disadvantages that need to be discussed for collecting the data in a smooth process. The advantages of this Research approach are listed below within the business research assignment: -

a. The directness of the observation is one of its main advantages. The researcher can collect "behavioral data" without interview sessions. Observation can be carried out in the labsetting by evaluating the daily activities of participants (Krisyanti 2018). The confidentiality of the participants can be maintained properly and the research can be conducted smoothly. Directness in the observation helps the researchers to evaluate the critical points of the research rather than hiding behind the bush (Sekaran & Bougie 2016). The critical points play a main part in the business research as it evaluates the main sections of the operations on an organization or industry.

b. A particular group or individual mentioned in the business research assignment can be observed by evaluating their response on a stimulus. The response is recorded by observing the reaction on a particular event and providing specific feedback on it(Sekaran & Bougie 2016). Business research must study the observation as the research is related to the marketing factors. Thus, while conducting business research, the researchers must list out the crucial points to increase their marketing reach (She et al. 2019). Events observation is essential to research as the data received from the observation are reliable and authentic. It results in providing an authentic look at the research. Observation is also full of difficulties and challenges. It is not easy to take the observation as planned. Sometimes various flaws have been observed on the research due to lack of data collection through proper observation. There are many disadvantages to the observation. They are listed below within the business research assignment: -

a. Reactivity on the observation is crucial but it should not affect the research. The reactivity of the observer or the researcher must not interfere in any situation of the event. The personal life of the participant does not get affected by the observation of the research (Sekaran & Bougie 2016). It will fell a negative impact on the research and ethical flaws can be issued on the research. The research must not observe on points that are less essential and should have a focused approach. It will help to list out only the crucial points. Thus, this point must be avoided to conduct proper research.

b. The observed data that is taken at the initial stage of the research sometimes does not match with the data taken at the final stage of the research. Thus, it is noted in the business research assignment that it creates a discrepancy on the research. The data must be collected from the same participant so that no flaw can be identified in the research.

Answer 2
2.1 Four Dimensions to Distinguish the Approaches of Observation
'Observation' is one of the vital approaches at the 'Business Research' that is related to the ‘recording’ the ‘behavior,’ ‘actions,’ ‘analysis’, and ‘events’ of the research participants. The ‘actions’ and ‘behavior’ from the consumers, employees, and investors can play a vital role in the 'Business Research'(Sekaran & Bougie 2016). The 'Observation' approach is effective for the research that requires 'non-self' report into a 'descriptive' data and examining the 'behavior' and 'action' without any direct approach to the participant. It is challenging and 'time-consuming', and sometimes can be biased. The ‘Observation’ approach mentioned in the business research assignment can be distinguished by four specific dimensions to conduct the observation process.

a. ‘Controlled’ vs. ‘Uncontrolled’ ‘Observational’ Studies
‘Observation’ is commonly conducted in an ‘unbiased’ setting under a controlled ‘experimental’ research setting to collect data. As per the investigation on business research assignment, a research process can be highly 'controlled' if the research setting and situation is influenced or manipulated by the researcher to assess a particular result. It is commonly held in a laboratory environment, such as in an influenced external environment or a room. However, the 'widely balanced' controlled 'observational' study has received negative exposure because of its influential factor to achieve a 'one-dimensional' score rather than acquiring a balanced 'control group' (Szekér & Vathy-Fogarassy 2020). On the other hand, ‘uncontrolled’ observation required no influence, manipulation, and control over a particular situation or action. The data retrieved from the 'real-life' setting environment. The beneficial factor behind conducting an 'uncontrolled' observation is to acquire accurate data from a natural state of human beings. However, it is more complex and harder to identify the differences between the 'controlled' and 'uncontrolled' situations.

b. ‘Participant’ vs. ‘Non-participant’ ‘Observational’ Studies
As defined herein business research assignment, the 'participant' observation is widely accepted in conducting different 'case study' research, 'grounded theory' study, and 'ethnographic' study. It allows the participant to engage with a research process and the study may or may not be related to their well-being. Most of the time, the employees or consumers are more likely to participate in a research process during a 'business research' program, such as 'wellness programs' or 'positive health' study (Schwatka et al. 2018). However, during the 'non-participant' observation, researchers are tending to observe the participants without engaging with them directly. It is most commonly conduct with a 'one-way' camera or mirror set. It enables the researcher to observe the participants without making them an 'integral' part of the research process.

c. ‘Structured’ vs. ‘Non-structured’ ‘Observational’ Studies
It is stated in the business research assignmentthat the ‘structured’ observation is observed under a specific pattern to retrieve ‘quantitative’ results, such as statistics or percentage from a 'business research'. It enables the researches to evaluate specific figures to understand the strength and weak points under an organization or business process. It is mainly designed to get a specific result to achieve the goal of that research process. On the other hand, 'non-structured' observation is inconsistent in nature and unspecified observation that leads the research to have a set of relevant and non-relevant data for a broader analysis process. The 'qualitative' or 'mixed' research methods often provide inaccurate or weak results (Jemna 2016). The researches avoid ‘non-structured’ observation to not get misled from the actual research field and acquire unrequired data to make the analysis process lengthy. However, in some cases, the numbers cannot do justice to understand a critical situation under a business scenario.

d. ‘Concealment’ vs. ‘Non-concealment’ ‘Observational’ Studies
A 'concealed' observation discussed in this section of business research assignment is the process where the researcher hides from the research or study. The most common example in this dimension can be the 'wildlife' research process, where the observer hiding behind the environment, and let the wild animals engage in their regular activities. It is important because the presence of humans can influence or hugely effect that natural environment. The visual representation of retrieved data rather than presenting the 'bar graph' during a 'non-concealed' observation to enhance transparency (Weissgerber et al. 2019). However, the readings of business research assignment signify that it is widely accepted and impactful for the research result, not for the researchers. 'Non-concealment' among the researchers is not a common phenomenon because it tends to influence the behavior of the research 'participant' or 'subject', and restricts from receiving an accurate result.

Answer 3
3.1 Disadvantage of Observation to make “Observation Bias”
“Observation bias” mainly occurs in the cases of longtime research. When the role of the researcher has been taken over, it creates flaws in the research. The flaws lead to non-verbal issues, recording errors and many more. "Observation bias" mainly results of the "disadvantage" of the observation (Canpolat 2018). The researchers always aim for collecting a greater number of observations to fulfil their research. They focus less on limited and crucial research. They think acquiring more information will help to conduct the research easily (Sekaran & Bougie 2016). Sometimes, many unimportant points are also added in the research for enhancing the look. Observers or researcher need to study on information gathering process more precisely to lower the chance of “observation bias”(Sekaran & Bougie 2016). Another reason for “Observation bias” noted in this segment of business research assignmentis lack of analyzing the data on real grounds. Sometimes, researchers trust on some data that are fake and they did not analyze it at all (Eyre 2016). It leads to the creation of a big flaw in the research. Lack of analysis process can stop the research on mid-way and leads to discrepancy in the business.

3.2 Two Ways to Minimize the Possibilities of “Observation Bias”
"Observation Bias" needs to be minimized for maintaining authenticity on the research. It can be done in two different ways. They are listed below within the business research assignment: -

a. The researchers must be given training on acquiring data through observation. It will help to acquire only relevant data that are essential to the research. It will help to minimize the bias on data analysis and ethical flaws in the research (Sekaran & Bougie 2016). Business research has to maintain some ethical laws as it has mainly conducted on an organization or industry. It will result in maintaining the privacy of their system and executing the research successfully (Sekaran & Bougie 2016). It is observed in the business research assignmentthat mainly business research has been done to modify the operations or mitigating the problems in the system. Thus, maintenance of confidentiality is important during the research (Sekaran & Bougie 2016). Through this employee of the particular organization can gain trust and share the data seamlessly. It helps the future researcher to continue their research on real grounds (Sekaran & Bougie 2016).

Training will help the researchers to gain knowledge on the process of acquiring data and present them in the research. It should be the duty of the researchers to gain brief knowledge that is profitable for the research (Sekaran & Bougie 2016). It helps in improving the observation power of the researchers. They can also engage in group meetings to get acknowledge about the experience shared by the senior researchers (Sekaran & Bougie 2016). The approach of the research should be made clear so that the important points can be list out from the research. b. Observationnoted in the business research assignment must be used as a technique and not a single tool to acquire data. Every researcher has its view of observation and thus, it can create a discrepancy in the research (Sekaran & Bougie 2016). Thus, to minimize the “Observation bias” only one researcher from the group must collect data through observation (Sekaran & Bougie 2016). The other members can use different tools to collect data that are important for their research. Questionnaires formed to collect the data during observation must be kept safely to retrieve that data on the future (Sekaran & Bougie 2016). Future researchers can use that data to conduct their research without bias. The number of agreements must be made while acquiring information from it (Sekaran & Bougie 2016). Also, it is mentioned in the business research assignment that it will help to maintain the confidentiality of the participants along with their data. It must be applied to every business research to improve their data searching method (Sekaran & Bougie 2016). It will help in submitting authentic research with a proper set of data.

Question 4
4.1 Critical Evolution and Ethics of ‘Concealed’ Observation as a ‘Research Method’
As per the words of Sekaran & Bougie (2016) considered in the business research assignment, there are no particular rules in conducting a 'concealed' research process in the 'observational' study. However, it is a fact that the consequences and 'ethical' difficulties that happened during the 'concealed' observation are usually resulted by the researchers. The researchers need to conduct a well-maintained and carefully judged research process to acquire desired results. The research plan during a 'business research' process needed to be fully justified among the community of participants of a research process during 'non-concealed' research. However, there is such an environment where it is difficult to conduct an open observation process by revealing the researcher. The evolution of the 'concealed' observation process has arrived from the requirement of documenting a 'real-life' situation without any setting, influence, and manipulation. The 'non-concealed' participation of the participants can sometimes derive constraints and consensual complications during the research process.

The studies undertaken to prepare the business research assignment have been identified that the covert or ‘concealed’ participation can sustain the importance of the research background and enable the research to express their vision efficiently (Roulet et al. 2017). It is ethical for both the researcher and participant to be ‘concealed’ during the research process to lead the readers engaged only with the research processes. Sometimes the participants do not agree upon revealing their identity to the audience and fill-up an 'ethical' form before participating in the interview session. But it is only applicable when the research process will have that structure. On the other hand, the researchers went 'behind-the-scene' or hiding their identity from the research 'subject' to not manipulate or influence the 'observation' study. It is a common process and ethical. However, the 'concealed' nature of analyzing and presenting results can cause biases and 'non-transparency'. It is the main factor behind conducting research (Sekaran & Bougie 2016). The evolution of the 'concealed' research process in an 'observational' study from the researcher and participant is ethical. But the result of the research has to be 'non-concealed' and transparent.

Conclusion
The business research assignmentmainly comprises of observation and their dimension on research. The ethical value of the observation is also discussed for the evaluation of research. The research on business research assignment must be thus kept in the observation process throughout its lifecycle for collecting the proper set of data. Business research mainly follows ethics and thus it must be critically evaluated for providing a thorough result. The report on business research assignmentalso discusses that it is needed to make some modification in the observation processes. It will help in minimizing the “observation bias” and the researchers can make authentic research. Training should be made an important part before conducting research.

Task 2
1. Introduction
In the present era, technological advancement has changed the structure of market research. It also created several new opportunities for market researchers. In the present days, conducting online surveys are inexpensive. Moreover, with the help of technology, conducting surveys through the internet has made the job easier for the researchers. The main goal of this project identified in the business research assignment is to:

• Describing the mechanisms that could be applied to conduct and administer online questionnaires with its advantages and disadvantages
• Importance of wording and stating in questionnaire design
• Methods of data collection from several sources and its relation with reliability and validity of the measures
• Providing the critique on multiple methods of data collection resulting to compound the own built-in biases.

2. Advancement in technology and mechanisms for conducting online surveys
2.2. Mechanisms used for administering online questionnaires
The anonymity provided by the internet creates the perfect environment for conducting online questionnaires associated with business products, services, or other researches. An online questionnaire survey could reveal the true opinion of the people. Moreover, it enables us to share the idea of the people within a safe environment. Before starting the research on business research assignment, it is very important to create a clear picture of the outcome that is expected. To make the survey time and cost-efficient, the researcher could use the "statistical sampling procedure." In this method discussed in the business research assignment, a small sample from the target audience is used (Pazzaglia, Stafford & Rodriguez 2016). It may include information like feedback about any kind of product, services, or researches. Along with that, it is also required to target the audience before starting the survey.

• Creating questions-Various types of questions could be created to conduct an online survey. It could include open or closed questions, single or multiple response questions, or matrix type table questions (Regmi et al. 2016). It has been noticed in the business research assignment that most of the participants taking part in surveys used to prefer multiple-choice questions. It should be kept in mind that the language of the questions should be simple so that the participants may not get confused with it. A simple but powerful service like Google forms could be used to create the survey (Kumar & Naik 2016). Another advantage of this form identified herein business research assignment is that it will automatically save the data within the Google sheets associated with the id of the researcher.
• Inviting participants-There are several ways to invite participants for the online questionnaire. Sending e-mails to the list of subscribers, posting the survey across the social media platforms, sending SMS, or displaying the survey banner on other web pages if needed. If the questionnaire target specific traffic or audience, consumer panel could be used for the method.
• Gathering responses-It is a significant factor outlined in the business research assignment to monitor the response rate of the questionnaire as the size of the final sample depends on the number of participants who completed the survey. Different procedures could be applied to maximize the survey response rate such as, offering gifts or point systems that could be converted to gifts (Loomis & Paterson 2018). Moreover, the promise for sharing the survey result is another way to increase the response rate.
• Analyzing results-It could be performed by visualizing the data in graphs or charts. It will help to reference the results faster. The "Text analysis" method is useful for the open-ended questionnaires that will provide the trends of responses. Online tools like "PhysPort data explorer" could be used to analyze the survey result which is a powerful and secured tool for survey analysis (Madsen, McKagan & Sayre 2019). Moreover, it is possible to analyze the previous results if the online questionnaire is still open for the participants.
• Report writing-This is considered as the final step after conducting the survey. The report on business research assignment will explain the findings of the research whether the survey has met the research objectives and goals. Using the proper and simple questionnaires, a survey could be proved successful and it will provide reliable answers within the area of the research topic.

Figure 1: Three stages of the survey research process (Pazzaglia, Stafford & Rodriguez 2016)

2.3. What are the advantages and disadvantages of the mechanism discussed in the business research assignment?
a. Advantages

b. Disadvantages

Figure 2: Sampling method in surveys (Fricker 2016)

3. Principles of questionnaire design
3.1. Wording
Writing the questionnaire is one of the most significant factors for online surveys. Depending upon the quality of the questions, the quality of answers will differ in quality. It has been noticed in the business research assignmentthat while drafting the questionnaire, researchers used to invest a lot of time. Numerous reviews and meetings are conducted regarding the "wording" of the questionnaire.

Engaging the respondent with proper wording is considered as a critical factor in an online questionnaire as there are no interviewers are present physically or any other method of the direct communication process. Questions required to be best in clarity and must be concise. The respondent may get confused if the questions are poorly worded. It may also result in a survey failure if the respondents are unable to capture the questions accurately. As stated in the business research assignment, the unclear result is the most common issue if the wordings of the questionnaire are not proper (Krosnick 2018). Some significant points should be focused on the principle of "wording" when writing a questionnaire.

• Using simple and familiar words that are easily understandable by the respondent.
• Avoiding any kind of technical words or terms including slang or jargon.
• Avoiding the words that are ambiguous so that all of the respondents could interpret the same direction when answering.
• Using specific words and avoiding abstract words in the questionnaire.
• Avoiding "double-barreled" questions and asking a specific question at a time.

3.2. Stating
Stating could be referred to as the expression that clarifies the speech or writing. In the case of online survey questionnaires, the wording is a significant factor that has already been discussed within the business research assignment. However, only proper wording may not clarify the whole statement of the questionnaire to the respondents. The questions should be structured with proper stating so that the respondent could clearly understand the meaning of the question. In case of open questions, stating covers the most important part in online surveys. As the respondents need to state their opinion, it is also important to clarify the answers or it may result in inaccuracy for online surveys. Moreover, in addition to wording, stating is also significantly essential to conduct online questionnaires.

4. Methods of data collection from multiple sources and its relation with reliability and validity
4.1. Reliability of the measure
Reliability could be explained as the measurement that consistently supplies the result in having the same value. It includes the measurement of repeatability, trustworthiness, and consistency of the survey (Mohajan 2017). It has been considered in the business research assignment that, instead of "reliability," several qualitative researchers’ use the "dependability" term as it indicates the extent to which the survey is bias-free or without any error in the questionnaire result. In the case of quantitative researches, the principle refers to the questions posing to obtain the same information from the participants; even the structure of the questionnaire is changed. It includes consistency as the scholars explained.

4.2. The validity of the measure
As mentioned in this segment of business research assignment, validity could be referred to as the accuracy of the online survey questionnaire that is assessed by the determination of representative features of the sample. It also ensures the objectives that are focusing to measure. In an online questionnaire, different types of validity are included among which four types are used significantly in the researches.

• "Internal validity"- It assesses the questions by posing the implication for the intended outcome that will be procured from the survey.
• "External validity"-This validity addresses the questions if it has posed to evoke the answers that could be generalized. It is possible to compare the questionnaire results with the previous results that have been procured by using different methods.
• "Face validity"-It determines the representation of the questions so that it could draw the essential data that is reasonable and acceptable for the research.
• "Content validity"-It determines and ensures that the questions used in the questionnaire are focusing on the specific issue of the research and addressing the relevant areas.

4.3. What is the relation between validity, reliability and multiple sources of data collection discussed in the business research assignment?
As the details about the validity and reliability of the online questionnaire discussed above, both of the elements are derived from data ‘collection method’ from multiple sources(Klnç & Frat 2017). As technology is evolving with time, multiple sources could be used to collect data. It can provide more accuracy and information about the respondent's behavior and the validity measure will gradually increase with the multiple data collection methods. Moreover, the multiple methods provide more consistency as there are a variety of data sources and samples that could be compared with another. It will maximize the reliability measure when collected and analyzed. As the single source of data does not include such variation of samples, it will pose to reduce both the validity and reliability of the collected data.

5. "Every data collection method has its own built-in biases. Therefore, resorting to multi-methods of data collection is only going to compound the biases." Provide a critique of this statement
Herein business research assignment, it has been considered that survey researches are often filled with "built-in" biases that could reduce or even invalidate the whole survey result in some cases. Among several types of biases, recall bias is used frequently which could be highlighted as "in-built" bias. Scholars addressed those researches on "social science" conducts online surveys regularly. Variables in the treatment procedure within the online questionnaires expose new information. It has been identified as a "recall bias" resulting to create significant problems in the treatment effect (Jardine & Kelly 2018). Noticing the popularity and richness of social media these days, many researchers focus on social media to collect and sample the data regarding several information. Although many of the social media platforms do not provide the samples for researches, some websites do provide. Researchers have been observed that the data collected from social media sites include several biases with lots of inaccuracy. It has also been noticed in the business research assignment that the biases have been introduced at the time of collecting the data.

One of the most critical challenges is to understand human interactions is that the data collected from the online surveys could not be compared with the data collected from the natural system. Certain questions may arise from the challenges that apply to gather the data via online surveys. It has been noticed in the business research assignmentthat online-based samples could be proved to be a threat to traditional research. One of the sarcasm for the traditional business organizations that was conducted with the primary data collection method with a "paper-based" questionnaire was one of the most biased data collections for sampling. It conveniently shows that the data collection method and sampling process is significantly based on the strong communication and relation between the researchers and the board members of the organization (Lowry et al. 2016). According to the surveys, it has been noticed in the business research assignment that there are lots of errors in the measurement that have been found in online surveys. It includes the process of coding and the way of responding. The size of the errors is variable with respondents that emerge with the obstacles. The quality of the survey and the collected data could be evaluated with the multi-method processes (Yee et al. 2016). However, this could improve the quality of the survey or may contain an increased number of biases that could result to compound the biases.

It is stated in the business research assignmentthat the online surveys could yield excellent approaches to the insights about the response of the respondents. It could also be proved to be a liability if the questionnaire of the survey is flawed with underlying biased questions. Response from the participants is a critical factor that controls the questionnaire responses significantly (K?l?nç & F?rat 2017). The questions should be unbiased for a single method of data collection otherwise it could waste the overall survey resulting in the expense of time. If there are biases in the single data collection method, it will gradually increase with the multi-method and finally, compound biases will exist in the survey process.

6. Conclusion
The business research assignmentdiscusses the factors regarding the online survey questionnaires. To administer and conduct an online questionnaire, several procedures are essential to perform like creating questions, inviting participants, collecting data, and analyzing the overall results. The mechanisms have been discussed at the beginning of the task. Several principles are required to conduct a successful online survey questionnaire like wording and states that are important to structuring the questions properly.

However, respondents may get confused if the words are difficult to understand. These factors regarding the survey are discussed and clearly explained in the next parts of the business research assignment. Reliability and validity are two most important elements that are co-related with online surveys that have been briefed in the task. Moreover, the relation between these two elements and multiple sources of data collection also cleared according to the current scenario. Finally, the critique has been represented within the business research assignment that refers to the own-built biases for all the methods of data collection. Furthermore, it results to compound the biases if the procedure for collecting the data is a multi-method process.

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