MBA_Chapter 11_Collecting Primary Data With Questionnaires

Based on the textbook by Saunders et al. (2017), this presentation provides MBA students in Business Research Methods with a comprehensive overview of Chapter 11, focusing on primary data collection through questionnaires. It explores key definitions, advantages and disadvantages, different types of questionnaires, and the essential principles of questionnaire design, validity, and reliability. The session concludes with a practical case study on the Pegasus Memorial Museum, illustrating how these concepts can be applied in a real-world business research context.