Types of Surveys
Surveys may be conducted face-to-face, by email, or over the telephone. These types of survey design differ in purpose, advantages, and limitations.
Method
Purpose
Advantages
Disadvantages
Face-to-face
Used to understand respondent emotions and experiences in greater depth. Questions may be adapted based on earlier responses.
- Can guide the data collection process
- Can uncover unique responses
- Greater chance of authentic responses
- Allows collection of specific information
- Time-intensive to arrange and conduct
- Higher logistical costs
- Potential for interviewer and respondent bias
Used to collect large amounts of information from many respondents in a short time.
- Supports anonymity for sensitive topics
- Cheaper than most primary research methods
- Can generate large volumes of data
- Limited depth
- Risk of low attention or inauthentic responses
- Large datasets can take time to analyse
Telephone
Used to understand emotions and experiences when face-to-face surveys are not feasible.
- Can guide the data collection process
- Can uncover unique responses
- Requires time for scheduling and conducting
- Can cost more than email surveys
Advantages of Surveys
1. High representativeness
With the right sample, surveys can provide strong insight into attitudes, behaviours, and preferences of a larger population.
2. Low cost
Online and telephone surveys are generally more affordable than interviews or focus groups.
3. Easy data gathering
They can reach large and diverse audiences quickly through digital channels.
4. High objectivity
Standardised questions reduce researcher bias and improve reliability.
5. Uniform scale of measurement
Every participant responds to the same set of questions, enabling comparison.
Challenges of Surveys
1. Strict design
Questions cannot usually be changed during the study, so design gaps remain throughout.
2. Possibility of inauthentic responses
Participants may not always answer honestly or attentively.
3. Non-empathetic method
Surveys are less suitable for collecting emotional or sensitive insights in depth.