Strengths: primary data collection so specific to the business, cost effective, closed questions enable easier analysis , quantitative data is easier to analyse , respondents can remain anonymous , can collect large amount of data if sample is large , asking respondents to scale/rate how happy they are allows standardised responses which are easier to analyse  , standardised responses makes the data more reliable , all respondents are asked the same questions which enables the business to draw meaningful conclusions , Weaknesses : lack of depth in responses , lack of qualitative data , sample may not be diverse , sample may not be representative , dishonest or bias answers make the data unreliable , low response rate means lack of data is collected, respondents may not understand a question so may answer incorrectly or skip  , questions may be leading , paper based means manual entry for analysis so takes time, risk of human error when processing  ,

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