Cost-Effective – Surveys can be conducted online, reducing costs compared to interviews or field research.

Time-Efficient – Large amounts of data can be collected quickly.

Scalability – Can reach a wide audience, even across different geographic locations.

Standardized Data – Ensures consistency, making analysis easier.

Anonymity – Respondents may feel more comfortable providing honest answers.

Limited Depth – Responses are often brief, lacking detailed explanations.

Response Bias – Participants may provide socially desirable or inaccurate answers.

Low Response Rates – Many people ignore surveys, leading to potential sampling bias.

Misinterpretation – Poorly worded questions can lead to confusion and unreliable data.

Lack of Flexibility – Cannot probe deeper into answers as in interviews.

In-Depth Information – Allows for detailed responses and deeper insights.

Clarification Possible – Researchers can ask follow-up questions for better understanding.

Personalized Approach – Can adapt questions based on the respondent’s answers.

Higher Response Rate – More engagement compared to surveys.

Non-Verbal Cues – Body language and tone provide additional context.

Time-Consuming – Conducting and analyzing interviews takes longer than surveys.

Expensive – Requires travel, scheduling, and transcription, increasing costs.

Interviewer Bias – The way questions are asked may influence responses.

Limited Sample Size – Fewer participants compared to surveys due to time constraints.

Difficult to Analyze – Qualitative data requires extensive interpretation and categorization.

Rich Insights – Participants build on each other’s responses, generating deeper discussions.

Immediate Feedback – Quick way to test ideas, products, or services.

Observing Group Dynamics – Body language and interactions provide additional insights.

Flexible Format – Can explore multiple topics in a single session.

Cost-Effective for Small Groups – Cheaper than large-scale surveys or multiple individual interviews.

Dominant Participants – Stronger personalities may overshadow quieter members.

Groupthink – Participants may conform to majority opinions, reducing originality.

Limited Sample Size – Findings may not be generalizable to a larger population.

Facilitator Bias – The moderator’s style may influence responses.

Logistical Challenges – Requires careful planning, recruitment, and a suitable environment.

Real-World Data – Captures actual behavior rather than self-reported responses.

Unbiased Insights – Eliminates response bias common in surveys and interviews.

Non-Verbal Cues – Records gestures, expressions, and interactions for deeper understanding.

Useful for Natural Settings – Effective in studying consumer behavior, work environments, or social interactions.

Can Be Longitudinal – Allows for long-term tracking of trends and patterns.

Time-Consuming – Requires extended periods for accurate data collection.

Observer Bias – The researcher’s presence or interpretation may influence results.

Limited Context – Cannot capture thoughts, motivations, or reasons behind actions.

Ethical Concerns – Covert observations may raise privacy issues.

Difficult to Generalize – Findings may not apply to different settings or larger populations.