The Use of Netnography in Constructing a Survey Questionnaire Based on a Study of Consumer Minimalism
DOI:
https://doi.org/10.15678/ZNUEK.2023.0999.0108Keywords:
construction of a survey questionnaire, qualitative research, netnography, minimalismAbstract
Objective: To present an overview of the different steps used to create questions for a survey questionnaire, based on the results of a netnographic study. An analysis of the subject literature has also been done.
Research Design & Methods: Cues from the literature were used to construct the sample question. The data source was the results of a netnographic study on people’s value systems and minimalism in consumption. The study was carried out on the basis of 13 interviews with people involved to varying degrees in minimalism. Topics covered during the interviews included the question of how to present one’s perception of minimalism (definition of minimalism).
Findings: Netnography was used in the first stage of the research process to supplement the small number of surveys conducted among minimalists, which would have resulted in a poor understanding of the phenomenon. Its inclusion enabled direct information to be obtained from the respondents and, together with the literature review, contributed to a more precise formulation of the survey questions.
Implications / Recommendations: In the literature, examples of combined use of the results of qualitative and quantitative research at various stages of the research process are increasingly common. The possibilities presented for using the complementarity of quantitative and qualitative research in the form of formulating questions for survey research are one such example.
Contribution: While this approach has long been discussed in the literature, it is often shortened or reduced to the necessary minimum (primarily because describing the process of building a research instrument is so complicated). Focusing on this initial stage of building the research instrument provided an opportunity to present the individual steps in more detail.
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