ข้อพึงระวังในการใช้แบบสอบถามสำหรับเก็บข้อมูลจากแหล่งเดียวในบริบทของประเทศเอเชียตะวันออก

Abstract

Using self-administered survey in collecting primary data from a single- or key-informant is very common in social science, especially in business, marketing and management research. Moreover, the application of Likert- or Likert-liked rating scales is also very pervasive due to the simplicity in designing and developing research instruments as well as the ease of completion by the target respondents. Nevertheless, such methodology and scales may not always provide an effective way of data collection, especially when reverse-worded items are included in the scales since it may be a source of Common Method Variance (CMV), which may lead to misinterpretation of research findings. Such problems tend to be more pronounced amongst East Asian countries due to their cultural backgrounds. Therefore, this paper describes potential problems inherent in such methodology, suggests some preliminary diagnostic tools in detecting the problems, provides plausible solutions, and illustrates remedies so that researchers using similar methods can apply them in their future research in order to minimize these errors.