• Poorly constructed surveys produce poor results.
• Can be expensive if surveying a large audience.
• Care must be taken that wording of questions is unambiguous to prevent skewed results.
• Care is needed in sampling to make sure representative samples are taken.
• Surveys with tick boxes are the fastest and easiest to process, however, this limits the detail in the information collected.
• Can be seen as 'counting heads' without necessarily telling you what is in them.