Benefits and Limitations of Survey Research

Benefits of Survey Research

Strengths of using survey research is that a variety of data can be captured such as collecting data on people’s preferences, traits, attitudes, beliefs, behaviours, or factual information.

Surveys can also capture a large population, or those populations who live in remote geographies as survey’s can be disturbed via mail, email, or through telephone at one’s convenience.

Survey research is an economical option as distribution of questionnaire’s to a sample of a larger population gathers the key information, therefore more efficient use of time and money (Chapter 9, Bhattacherjee, 2012).

Limitations of Survey Research

Areas of weakness with survey research is the accuracy of answers from respondents is dependent on the strength and validity of the questions posed. Therefore, if a questionnaire is not designed appropriately, with strong and clear questions, the answers provided may not be reliable.

Respondents also may interpret the questions differently then intended, and therefore may not receive back the data intended to be collected.

Social desirability can also impact the answers received.

Survey research answers can also be skewed if the questionnaires are not disturbed appropriately through an accurate sample.

Consideration of literacy is also required – one must be able to have a high degree of literacy to read and respond to questionnaires, which may eliminate certain populations from participating.

Lastly, another weakness is that some people may not respond in a timely manner, or at all (Chapter 9, Bhattacherjee, 2012).