Surveys have become part and parcel of modern life, constituting almost an industry. In this context, critically evaluate the usefulness of survey as a research method.

Rise of surveys in modern societies

1. Availability of internet based research has boosted role of surveys. e.g. Exit poll surveys.
2. Apps like facebook, whatsapp etc enable polls as an option for anyone to access → use of google sheets etc.
3. Surveys are professionally conducted for data collection by NGOs. e.g. Pratham NGO's ASER survey on Education
4. Rise in need for data for decision making has popularized surveys. e.g. Rating systems online.
5. Rise of 'Information Societies' and 'Network Societies'. e.g. Google reviews checked by any layman before a decision.
6. Specialization (SPENCER) of industries including professional organizations for survey conduction.

Limitations of Survey As a Tool

1. It has high levels of noise inclusion and exclusion error.
2. Low Reliability and validity of data.
3. Control of sample size is difficult in online medium.
4. Social divisions and response are skewed - (Gallup) survey showed overrepresentation by certain groups.
5. Social desirability bias among participants.
6. Surveys are not fully valid across data sets, population, sample sizes etc due to various limitations.
7. Used for any purpose today and non standardized e.g.: Polls for actor's popularity etc

However, Survey still remains an important scientific tool:

ADVANTAGES OF SURVEY

• Still a cheaper and efficient method for data collection.
• Can enable evidence based decision making for rationally oriented modern societies.

The improvement in reliability and validity can be ensured by:

1. Triangulation of techniques of data collection, researchers etc. (Norman Denzin)
2. Choosing appropriate mode of survey as per topic.
3. Methodological pluralism and use of proper documentation.
4. Surveys to be standardized to avoid dilation in quality and avoid biased results.
5. Proper sampling of population based on their requirement.