IACC External Meetings Demand Report 2022

3.3 Research Method – Online Survey Pinsonneault and Kraemer (1993) define a survey as a mean for gathering information about the characteristics, actions, or opinions of a large group of people. However, it is crucial to emphasise that surveys only offer estimations for a sample of a particular population. For the first research question “ Under what circumstances will strategic leaders of large international companies bring their teams together, considering the current decentralised work environment?’’ , it was decided that the most suitable research tool to gather the necessary information is to send out surveys. Surveys can also be used to assess needs, evaluate demand, and examine impact which falls perfectly for the research question (Canada College, 2007). 3.3.1. Target group The survey will focus on employees that work in a high managerial position in a large international company. A large company is defined as a business that employs ≥500 individuals ( Cate, 2019). The focus is laid upon this target group as it provides insights from different worldwide companies in different fields. Industry- leading companies usually have several advantages, such as pricing power, brand recognition, and a loyal customer base (Chirantan, 2020). They are the decision-makers within the industry, thus it is effective to analyse what they are currently and will do in the future, as it will ultimately change and steer the market industry in a certain direction. The population of this particular field is considered to be too large for the scope of this study and therefore a sample has been taken. A sample size of 100 participants is established. Many statisticians identify the minimum sample size to get any kind of meaningful result as 100 (Bullen Piroska, n.d.). 3.3.2 Design of the survey For the design of the survey, the program Enalyzer will be used. Enalyzer is a software used to generate surveys and collect data. The survey design will begin with a written introduction which serves two purposes. The first function is to persuade respondents to engage in the survey, and the second is to establish informed consent. The goal is to make sure the participants fully understand what the survey includes and how it will be used. The introduction will cover the survey's themes, the time it will take, the respondent's ability to leave at any moment, and confidentiality concerns (Lee, 2006). According to research, survey lengths of more than 20 minutes reduce data quality, thus a good rule of thumb for the survey is that it should not take more than 15 or 20 minutes to complete (Versta Organisation, 2019). The survey will take approximately ten minutes of the participants' time. Furthermore, the Project Group also needs to consider the time constraint, therefore the data collection period will be during weeks 10, 11, and 12 of the school year 2021/2022. The first part of the survey will include personal questions to obtain demographic information of the participants, such as age, country of residence, and occupation. These questions will be asked in order to gain more insights into the background of the participants and see whether the participants fit the profile of the target group. The survey is based upon the exploratory research that was conducted in the first weeks. The topics that were identified as important were, Decentralisation in the workspace, their vision on the future, organisational change and culture, impact of COVID-19, work-life balance, the value of human interaction, occasions to meet, technology, and need to feel safe. These topics will be included in the survey as the overall categories in the survey will be the following: your meeting habits, Decentralisation of the work environment, and the impact of the pandemic on the business. Each category will be divided into questions and are either open- or closed- ended items. Open-ended items simply present a question and enable participants to respond freely. However, they require more time and effort from participants, and they are more difficult to evaluate since the responses must be transcribed, categorised, and subjected to some sort of qualitative analysis, such as



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