Hua DONG,Tongji University Advantages of surveys Provide a relatively simple and straightforward approach to the study of attitudes,values, beliefs and motives. May be adapted to collect generalizable information from almost any human population High amounts of data standardization Advantages of surveys Provide a relatively simple and straightforward approach to the study of attitudes, values, beliefs and motives. May be adapted to collect generalizable information from almost any human population High amounts of data standardization ©Hua DONG, Tongji University