Survey Research

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  • Social science research in which the primary form of data collection is questionnaires or interviews. The focus of survey research is to gather information from a sample in order to make generalizations about the characteristics, opinions, or experiences of a larger population. Advantages of survey research include ease of collecting information from a large sample of respondents (e.g., through the Internet and telephone surveys), the flexibility of types of information collected, and the ability to standardize administration. Among the disadvantages are accuracy being dependent on respondents' memory, motivation, and willingness to be open and honest, and issues relating to nonresponse, which can result in biased or nonrepresentative samples.

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