The Pros and Cons of Data Collection Methods
Surveys
Pros
Standardization
Easy to do with a large group
Ease of administration
Ability to tap the “unseen”
Suitability to tabulation and statistical
analysis
Sensitivity to subgroup differences
Can be inexpensive
Sample can be used to provide much in-
formation about a population
Can provide an opportunity for many
people to be involved in the decision-
making process
Can be used to record behaviors as well
as opinions, attitudes, beliefs and
attributes
Usefulness enhances if combined with
other methods, i.e., observation or case
study
Cons
Prone to error
Requires a separate data-entry step
More expensive
Possible “interview evaluation” concern
among respondents
Samples must be carefully selected to
ensure statistical meaning.
Subject to misinterpretation, depending
on how questions are designed and asked
Tendency for scope of data to be
limited—omission of underlying
behavior-al patterns
Time-consuming compared with less
formal methods
Interviews
Pros
Allows for clarification
High response rate
Able to gather in-depth information and
to pursue hunches
Can tailor the line of discussion to the
individual
Easier to reach those who are considered
unreachable (the poor, homeless, high
status, mobile, etc.)
May be easier to reach specific
individuals (i.e., community leaders,
etc.)
More personalized approach
Easier to ask open-ended questions, use
probes and pick up on nonverbal cues
Cons
Reactive effect: interviewer’s presence
and characteristics may bias results
Expensive
Requires strong interviewing skills
Slowest method of data collection and
analysis
Responses may be less honest and
thoughtful
Interviewer should go to location of
respondent
Respondents who prefer anonymity may
be inhibited by personal approach
May reach only a smaller sample
Difficult to analyze and quantify results
