THE WHERE, WHY, AND HOW OF DATA COLLECTION
The Where, Why, and How of Data Collection Week #1 Homework
1-26. Assume you have made an airline reservation using an online service (like Orbitz or
Travelocity). The following day you receive an email containing a questionnaire asking you
to rate the quality of this experience. Discuss both the advantages and disadvantages of
using this form of questionnaire delivery.
When receiving an email containing a questionnaire asking to rate the quality of my
online booking experience there are many advantages and disadvantages that take place. This
type of data collection tools is considered a “written questionnaire and survey” (Groebner,
Shannon, Fry, & Smith, 2008, p. 9).
A good attribute of this type of questionnaire is that it is
commonly inexpensive compared to other tools of gathering information. Since the main cost of
these questionnaires is the postage to get them delivered, it is extremely cost efficient to circulate
them free of charge, online. Another advantage of using this type of questionnaire is the ability to
scan the responses and therefore cut down on the data gathering time frame.
One thing to consider when listing the pros and cons of using this form of questionnaire
delivery is if it contains open-end or closed- end questions. The reasoning behind this is, if there
are open-end questions which are “
questions that allow respondents the freedom to respond with
any value, words, or statements of their own choosing
” (Groebner, Shannon, Fry, & Smith, 2008,
p. 9) it is possible that they may be difficult for the individual to analyze. Also, when generating
a written questionnaire the major problems are existing questions that are leading and questions
that are poorly written and therefore cause confusion to the reader.
Other data collection issues
affecting this type of questionnaire are non-response bias. This is a problem considering the vast
amount of people that choose not to participate. Since this issue is present, the responses
provided may be greatly influenced by the people who actually answered (Groebner, Shannon,
Fry, & Smith, 2008, p. 13).