In order to properly measure, for example, the customers' preferences regarding a product, it's important for a survey to ask the correct questions and in the correct manner.
1) What are the advantages and disadvantages of conducting a face-to-face interview compared with a less personal approach such as having someone fill out a questionnaire online?
2) What are the advantages and disadvantages of having structured questions compared with unstructured questions?
3) What are the advantages and disadvantages of asking open-ended responses compared with structured responses?
4) What are some alternative response strategies?
Justify your answers using examples and reasoning.