A self-administered questionnaire will be completed by the respondents themselves for this research without intervention of the researchers who collect the data (Lavrakas, 2008). The self-administered questionnaire is usually a stand-alone questionnaire though it can also be used in conjunction with additional data collection modalities directed by a trained interviewer. Moreover, the self-administered questionnaire shows the benefits that can be used extensively for mail and web surveys, which the questionnaire can be completed without ongoing feedback. Secondly, respondents can answer the questionnaire at their convenience. Thirdly, no interviewer is present to show prejudice against the way questions are asked. In addition, the low cost-per-completion method is an economical approach to survey large samples (Readex Research, 2014). Further, the questionnaire can assist in making a quantitative analysis of the data, which could not be achieved by using the unstructured interviews and case studies.
A mixed-design survey was utilized. Both open and close-ended questions were included in the questionnaire. The former allowed respondents to answer in their own way. The latter provided many alternative answers for respondents to choose. 4 styles of questions are included, such as the Likert scale, slider scale, multiple choice, ordinal, and categorical questions.
The questionnaire consisted of four sections, the opening section (Q1 – Q5) of which mainly includes the demographic and personal questions to get the participants familiar with the format of the survey. The questions included nationality, education level, income level, frequency of going to the convenience store, and the reason for going to a convenience store. Question 1 was open-ended question which allowed respondents to fill in their nationality. Questions 2 – 4 were closed-ended and multiple choice questions and question 5 was partly open-ended which allowed participants to fill in their own reason of going to a convenience store.