Advantages and Disadvantages of Survey Research

ADVANTAGES AND DISADVANTAGES OF SURVEY RESEARCH

Advantages/Merits of Survey Research

The major advantages of a survey method are:

1. The versatility of the survey method is its greatest strength. It is the only practical way to collect a wide range of information from individuals, including personal characteristics, socio-economic data, attitudes, opinions, experiences, and expectations.

2. The survey method facilitates drawing generalisations about large populations on the basis of studies of a representative sample.

3. The survey method is flexible to permit the use of various methods of data collection: observation, interviewing, and mailing.

4. Surveys sensitise the researcher to unanticipated or unknown problems. Collecting data from respondents through interviews or mail often uncovers previously unknown facts to the researcher.

5. Surveys are useful instruments for verifying theories.

Disadvantages/Demerits of Survey Research

Although the survey method is a research instrument of great versatility and extensive application, it has certain limitations:

1. Survey method is primarily meant for the collection of data from primary sources: individuals, households and institutions; hence, its feasibility depends upon the willingness and cooperation of the respondents.

2. A sample survey is subject to sampling error. Its findings must be interpreted in the light of this error.

3. The survey method depends primarily on verbal behaviour. The respondent can give untrue or misleading answers. Hence, a survey is subject to response errors.

4. A survey is also subject to the errors of measurement implicit in quantifying attitudes, abilities, behaviour and other personal traits.

5. There is a limit on the number of items of information that can be collected in a single survey. There is an optimal length of time for an interview. Beyond that point, interview weariness sets in. Hence, the extent of data requirement should be delimited to the tolerance level of respondents.

6. A sample survey designed to represent a population over a wider geographical area may not give adequate representation to any population characteristic that is highly localised. This means that the influences of specific local social groups cannot be assessed through a national survey.

7. The survey method alone is inadequate to analyse adequately the complex fabric of social organisation. It is also not well-suited to studies of historical development.

8. The survey is very expensive in terms of time and cost. Hence, an individual cannot afford to conduct an extensive survey with his resources.