Research Methods in Tourism, Hospitality and Events Management

The don’t know problem

This issue is a difficult one, as there will always be some answers which will fall

between yes and no, or between agree and disagree. Sometimes questionnaires

include a category of ‘don’t know’ or ‘no opinion’. However, you should bear in

mind that respondents may reply ‘don’t know’ for several reasons. These have been

developed from the work of Gardner (1978):

1. Interview failure

Perhaps the question was not heard or understood. The interviewer may not

have waited long enough for a reply. Maybe the respondent hesitated – ‘Well, I

don’t know’ (down goes the answer). ‘Yes, I suppose I would’ – but it is too

late; the interviewer is already asking the next question.

2. Ignorance

This can occur in two ways. Either the information was not available or the

information was available but it was not understood. Preliminary questions will

help to sort out those who are not aware of it or who have not had time to

consider it. Again, the pilot survey would help to sort things out here.

3. Indecision

Having considered the matter, the respondent can come to no definite view

either way. This is a genuine response and you should allow for this. However,

it could be argued that a response of ‘no opinion’ is better than a ‘don’t know’.

4. Indifference

This response relates to respondents who have heard about the issue but do not

feel that they need to bother themselves with it. A series of preliminary

questions could cover for this, for instance:

1. Have you heard about our latest Frequent Traveller Benefits Scheme?

2. Have you had time to consider it?

3. Do you think it matters whether it goes ahead or not?

4. Do you think the scheme should go ahead?

After a negative response to (i) or (ii), there is no need to proceed with the rest.