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
Quantitative:
Close-ended questions
Ordered response
Dichotomous (choose from yes or no)
Likert Scales
Rank
Unordered Response
Lists
Qualitative:
Open-ended questions
Advantages
Efficient data collection from numerous people
Relative easy data analysis
Disadvantages
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)