Strengths, primary data collection so specific to the business, cost effective, closed questions enable easier analysis, quantitative data is easier to analyse, respondents can remain anonymous, can collect large amount of data if sample is large, asking respondents to scale/rate how happy they are allows standardised responses which are easier to analyse, standardised responses makes the data more reliable, all respondents are asked the same questions which enables the business to draw meaningful conclusions, Weaknesses, lack of depth in responses, lack of qualitative data, sample may not be diverse, sample may not be representative, dishonest or bias answers make the data unreliable, low response rate means lack of data is collected, respondents may not understand a question so may answer incorrectly or skip, questions may be leading, paper based means manual entry for analysis so takes time, risk of human error when processing

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