A questionnaire is a pre-formulated written set of questions to which respondents record their answers, usually within rather closely defined alternatives. Questionnaires are an efficient data collection mechanism when the researcher knows exactly what is required and how to measure the variables of interest. Questionnaires can be administered personally, mailed to the respondents, or electronically distributed and the researcher used all the three techniques in this research. As a consequence to enhance the validity of a questionnaire, it is important to improve the questionnaire design by emphasizing on the wording and format of the questions (Iarossi, 2006). According to Iarossi (2006); there are two basic rules which are very important to accomplish and they are relevance and accuracy. Relevance concerns the familiarity of the researcher with the topic and the objectives of the research. A question is accurate if the information is collected in a reliable and valid manner. A good questionnaire formed an integrated whole. Hence, to improve the accuracy of the answers, it is important to avoid asking questions that are difficult to understand, confusing or that refer to events or data too old to remember. The researcher weaves the questions together so as to make them flow smoothly. Introductory remarks and instructions are included for clarification and each variable is measured with one or more survey questions. Neuman (2011) illustrated that there are three principles for effective survey questions and they are:
i. Keep it clear,
ii. Keep it simple, and
iii. Keep the respondent’s perspective in mind
Good survey questions give the researcher valid and reliable measurement. This has also help researcher feel confident that the respondents understand the questions and that the answers are meaningful. Questionnaires are usually used in connection with many modes of observation in social research. The format of questionnaire is just as important as the nature and wording of the questions asked. An improperly laid out questionnaire can lead the respondents to miss questions, confuse them about the nature of the data desired, and even lead them to throw the questionnaire away. As a general rule, a questionnaire should be spread out and uncluttered. Rating scales have several response categories and are used to elicit responses with regards to the object, event, or person studied. There are several rating scale such as Dichotomous scale, Category scale, Likert scale, Numerical scale, Semantic differential scale, Itemized rating scale, Fixed or Constant Sum Rating scale, Stapel scale, Graphic Rating scale and Concensus scale (Babbie, 2011). In this research, the Likert scale of 10; a scale from 0 to 10 is used to elicit answers for the initiatives or security control measures implemented in organization or operation that affects cargo security. Since any Likert scale measurement is concerned primarily with direction, utilization of a 10-point Likert scale is used in this research for more scope in the analysis of the data collected. Correlations of these data will reflect this fact because the basic monotone relationship has not been altered. By observing normal cautions with the data, there is no meaningful effect on the correlation matrix transformation as a result of the number of scale points utilized. The questionnaire is distributed to the people who are able to provide more accurate answers. Pre-tests have being performed in this research in order to enhance wording, format, comprehension and thereafter the overall accuracy of the survey (Groves, 2004; Czaja & Blair, 2005; Iarossi, 2006).
A well-formatted questionnaire makes it easier for the respondent to read and complete it; which is after all the key goals in using this survey instrument. If the respondent finds our survey easy to read and follow, the response rate will obviously improve (Bradburn, Norman; Sudman, Seymour & Wansink, Brian; 2004). In addition, a well-formatted survey will reduce the measurement error, as respondents will be more likely to follow the flow of the survey, and less likely to misread or overlook questions (Dillman, 2000). When designing questionnaire survey, the respondents’ needs should be the guiding priority (Bradburn, Norman; Sudman, Seymour & Wansink, Brian; 2004).
To increase response rates, a survey needs to take advantage of why a person would respond to a survey i.e. their motivation. Dillman (2000) asserts that people’s motivation to respond in surveys is vested in the Social Exchange Theory and that is by responding to the survey the respondents will be compensated in return in a way that meets some of their needs (Dillman, 2000). Perhaps the survey provides respondents with an opportunity to voice their concerns and accept changes or the survey is a means of validating their participation or association with a group or endeavour. In this research individuals involved in logistics business are being encouraged to participate in the survey in order to assist the government in reducing cargo crime in Malaysia.
Thoughtful formatting of the questionnaire addresses respondent motivation by reducing the respondent’s apprehension in their involvement; performance on the survey and increasing their trust in the purpose of the survey (Dillman, 2000). For instance, the appropriate placement of instructions reduces the user’s apprehension about what they are supposed to do and allows them to focus on providing the information needed by the survey (Babbie, 2011). Similarly, elements of graphic design and layout, things that the user responds to but most likely not aware of, establish an order of user progress through the instrument (Dillman, 2000). While the body of the survey is critical to eliciting the information; our needs from the respondents and other elements of our survey are important in facilitating their response (Dillman, 2000; Bradburn, Norman, Sudman, Seymour, & Wansink, Brian, 2004): The following are the important elements of formatting the questionnaire:
• Cover page
• Directions
• Page design
• Ordering of questions
• Grouping of questions
• Order effects
• Navigational path
• Survey length
The purpose of the directions in survey is to clarify what the respondent needs to do at each point in the survey, starting with the researcher deadline and ending with what the respondent should do with the survey once the respondent have completed answering the questions. Instruction on what the respondent should do if they have further questions or concerns about how to complete the survey, how it will be used, or how issues of confidentiality will be handled; have been included in the questionnaire (Dillman, 2000).
We need to be sure to position the directions where information’s are needed so that the respondent can focus on responding to the survey rather than trying to follow it (Dillman, 2000; Babbie, 2011). For instance, information about a deadline is provided at the beginning, while instructions on what to do after completing the survey was specified at the end, on the back cover of the questionnaire. In addition, the directions were specific to the part of the survey the respondent is working on. Also included special instructions within question numbers rather than as freestanding entities (Dillman, 2000; Babbie, 2011; Bradburn, Norman; Sudman, Seymour & Wansink, Brian; 2004). For instance, when explaining how respondents should answer a set of questions using a Likert scale, the directions was provided within that question. Finally, appropriate language has been used in the instructions, based on target audience. Researchers have kept in mind too that it is better to be clear and over-instruct than leaving the respondents confused, and possibly not responding to the extent that they would not return the questionnaire.
Questionnaire is used in connection with modes of observational in this research. Although structured questionnaires are essential to and most directly associated with survey research, they are also widely used in experiments, field research, and other data-collection activities (Barbie, 2011). For this reason, the questionnaire construction can be an important practical skill for researchers. The format of a questionnaire is just as important as the nature and wording of the questions asked. An improperly laid out questionnaire can lead respondents to miss questions, confuse them about the nature of the data desired, and even lead them to throw the questionnaire away. As a general rule, a questionnaire should be spread out and uncluttered. If a self-administered questionnaire is being designed, researchers may fear that the questionnaire will look too long; as a result they tried to squeeze several questions onto a single line, abbreviated the questions, and use as few pages as possible. These efforts are ill-advised and even dangerous. Putting more than one question on a line will cause some respondents to miss the second question altogether. Some respondents will misinterpret abbreviated questions. More generally, respondents who find they have spent considerable time on the first page of what seemed a short questionnaire will be more demoralized than respondents who quickly complete the first several pages of what initially seemed a rather long form. Moreover, the latter will have made fewer errors and will not have been forced to reread confusing, abbreviated questions as well as being forced to write a long answer in a tiny space. A researcher has been very cautious on the construction of questionnaire and all these points are taken into consideration during the construction of questionnaire.
The order in which questionnaire items are presented can also affect responses. First, the appearance of one question can affect the answers given to later ones. The impact of item order is not uniform among respondents. When J. Edwin Benton and John Daly (1991) conducted a local government survey, they found that the less educated respondents were more influenced by the order of questionnaire items than those with more education. Some researchers attempt to overcome this effect by randomizing the order of items. This effort is usually futile. In the first place, a randomized set of items will probably strike respondents as chaotic and worthless. The random order also makes answering more difficult because respondents must continually switch their attention from one topic to another. Finally even a randomized ordering of items will have the effect except that researchers will have no control over the effect. Every questionnaire, whether it is to be completed by respondents or administered by researchers, should contain clear instructions and introductory comments where appropriate. Short introduction is being included in the questionnaire as this will helps the respondents make sense of the questionnaire. It will make the questionnaire seem less chaotic, especially when it taps a variety of data and help put the respondent in the proper frame of mind for answering the questions.
No matter how carefully researchers design a data-collection instrument such as a questionnaire; there is always the possibility and indeed the certainty of error. There will always be some mistakes: an ambiguous question, one that people cannot answer, or some other violation of the rules. The best protection against such errors is to pre-test the questionnaire in full. To minimize these problems, the questionnaire needs to be sent to experienced security practitioners for their review. The process is defined as subject matter expert review as discussed below. Stanley Presser and Johnny Blair (1994) described several different pre-testing strategies and report on the effectiveness of each. They also provide data on the cost of the various methods. Paul Beatty and Gordon Willis (2007) offered a useful review of “cognitive interviewing”. In this case, the pre-testing of questionnaire makes respondents comment on the questionnaire itself in a way that will help the researcher to be aware whether the questions are communicating effectively and collecting the information sought.