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Goal: get users' opinions/a self-report of users attitude, feelings, actions...etc. A survey is taken usually in the field or in the lab


  • Close-ended questions

    • Ordered response

      • Dichotomous (choose from yes or no)

      • Likert Scales

      • Rank

    • Unordered Response

      • Lists


  • Open-ended questions


  • Efficient data collection from numerous people

  • Relative easy data analysis


  • Superficial knowledge

  • Recall bias (false memory)

  • Social desirability bias

  • Sample bias (only data from users who chose to participate and they do not represent the actual audience group)

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