MSJ 11102 Communication Research Survey 2162022 1 MSJ

MSJ 11102 Communication Research Survey 2/16/2022 1

MSJ 11102 Communication Research • Introduction to survey • Its advantages and disadvantages • Survey modes 2/16/2022 2

MSJ 11102 Communication Research Survey is a research methodology that studies a sample of respondents with the help of questionnaires aiming to make statistical inferences about the population. 2/16/2022 3

MSJ 11102 Communication Research 1. Aims to collect data from the audience, such as demographics and media usage behavior. 2. Selects a sample from the population 3. Administers a questionnaire 4. Analyzes the data 5. Concludes and made judgment about the population 2/16/2022 4

MSJ 11102 Communication Research Examples of survey: Anything that collects data from the audience • Demographics: The characteristics of human populations, such as income, age, education, urbanization rate, gender ratio, health condition • Media usage behavior: The respondents’ behavior related to mass media • Effect of the media on the audience 2/16/2022 5

MSJ 11102 Communication Research Advantages of survey: • Can collect data from a large number of audience • Can collect data in natural settings • Data can be available for mathematical analysis in various ways • Data can be archived for secondary analysis • Can collect information on a wide range of things, • Data can be generalized to the larger population depending on the sampling method. 2/16/2022 6

MSJ 11102 Communication Research Disadvantages of survey: • Survey can be expensive and too large to manage • The respondents can give inaccurate or dishonest answer • Survey is not flexible. Once started, it is hard to stop and do any change. • Standardization of questions make asking personally important questions impossible 2/16/2022 7

MSJ 11102 Communication Research Different types of surveys modes: 1. Face-to-face interview 2. Telephone interview 3. Online interview 4. Mail interview Each one is good in different aspects. Examples? 2/16/2022 8

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