Strengths & Limitations

Strengths

• The excellent mechanism for measuring various unobservable data such as (preferences, traits, attitudes, beliefs, behaviors, and factual information)

• Ideal for remotely collecting data for a population that is too enormous to observe by the naked eye. For example, surveys are used if the subject of research involves two or more countries.

• It is a preferred method by participants as it is convenient to use

• Unreachable populations such as the homeless or illegal immigrants can be reached only through the use of interviews

• Comparative analysis can be utilized. For example, within-groups, and between-group analysis

• Economical (researcher’s time, effort, and cost) compared to other methods.

(Bhattacherjee, 2012)

Limitations

• • • Non-response bias. For example, a response rate of 15-20% is common in a mail survey.

    • Sampling bias. For example, telephone surveys may exclude qualified people that don’t have their phone numbers listed in the phone book

    • Social desirability bias. For example, when a question is worded negatively, respondents will typically avoid these questions as they feel it is an embarrassment for them, their family, friends, and society. As a result, the respondents won’t respond honestly (they will twist the truth) in order for them to show that their attitudes or ways are socially acceptable

    • Recall bias. For example, the responses will depend on the respondent’s ability to recall the event, if they are well motivated enough to respond to the questions, or if they are able to respond using computer software.

    • Common method bias. For example, if there are a large amount of joint variability/differences between the independent and dependent variables in a cross-sectional survey. The covariance can be avoided if dependent and independent variables are measured using a longitudinal survey design.

(Bhattacherjee, 2012)