The document discusses the advantages of qualitative research methods, particularly interviews and surveys, in data collection. Interviews allow for direct interaction, leading to comprehensive and unbiased data, while surveys efficiently gather data from large populations at a lower cost. Both methods are effective in addressing identified constructs and yielding significant results in research.

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Advantages of Interviews
Qualitative research involves gathering of information which is not in numerical
form. In qualitative research, interviews, open-ended questionnaires, and observations are
used in data collection. Interviews are the best approach to use when collecting data as
compared to other forms of qualitative data since the interviewer is conversant with the
respondent (Opdenakker, 2006). By dealing with the respondent directly or face to face,
the interviewer is likely to collect a conclusive data which is not biased. The interviewer
is able to explore the respondents more comprehensively and systematically as well as
keeping the focus of the interview on the intended action line. In interviews, the
researcher has the ability to pick the best participant whom he or she thinks will provide
the required information.
Advantages of Surveys
Surveys are the best way in addressing the constructs that have been identified by
the researchers as compared to other approaches such as test taking due to its various
benefits, strengths and advantages (LLieva et al, 2002). Surveys are known in providing
high levels of general capability when there is a need to represent a large population. In
gathering data from a huge population, the researcher is able to capture a better
description of the traits of the population involved in the research. As opposed to other
approaches, surveys have the ability of extracting nearly the exact characteristics of the
large population being used in the study. Surveys are less expensive since the researcher
only need to pay for the processing of the questionnaires to be used in data collection.
They are convenient in data gathering since they can be conducted on the respondents

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using several ways. They can be administered through the email or via the internet.
Surveys have a good statistical importance because it is easier to get significant results as
compared to other approaches due to the high representatives it brings.

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References
Ilieva, J., Baron, S., & Healey, N. M. (2002). Online surveys in marketing research: Pros and
cons. International Journal of Market Research, 44(3), 361.
Opdenakker, R. (2006, September). Advantages and disadvantages of four interview techniques
in qualitative research. In Forum Qualitative Sozialforschung/Forum: Qualitative Social
Research (Vol. 7, No. 4).
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