Answer

The survey method is popular for various reasons. One of the major reasons is that data collection is a
function of correctly designing and administering the survey instrument fix;, a questionnaire)- This means
unlike exploratory design based techniques survey methods rely less on communication, moderation and
interpretation skills of the researcher. Survey research allows the researcher to create information lor
precisely answering w ho. what. how. where and when questions relating 10 the marketplace. furthermore,
survey methods have ability 10 accommodate large sample size and therefore increase generalizahility of
results. In case of survey methods researcher can easily distinguish small differences, hurthermore,
researcher can easily adopt mbusi advance statistical methods on collected data for gaining results. Such
advantages make stusey methods quite popular.
While survey mcdiods provide several advantages, there arc several limitations also. These limitations stern
mostly from instrument development, respondent errors and response hias. Developing accurate survey
instruments is a difficult task ami at limes is lime consuming, furthermore, due to instrument measurement
heiug structured in nature, in-depth and detailed data structures as gathered in exploratory research cannot
be collected. Due of die major problems with survey methods is to determine whether the respondents ;ire
responding truthfully or not- There is little crosschecking and flexibility available in comparison to exploratory
designs. There is also a possibility of misinterpretations of data results ami employment of inappropriate
statistical analysis procedure.