Explain why survey method is so popular
Survey method is popular for various reasons. One of the major reasons is that data collection is a function of correctly designing and administering survey instrument (that is a questionnaire). This means unlike exploratory design based approaches survey methods rely less on communication, interpretation and moderation skills of the researcher. Survey research enable researcher to create information for precisely answering who, what, how, where and when questions relating to the marketplace. Moreover, survey methods have ability to accommodate large sample size and hence increase generalizability of results. Just in case of survey methods researcher can easily distinguish small differences. Moreover, researcher can easily adopt robust advance statistical methods on collected data for gaining results. Such benefits make survey methods quite popular.