Introducing Communication Research: Paths of Inquiry
Third Edition
Learning Objectives
Chapter Summary
This chapter introduces the basics of survey design, question wording, questionnaire design, and survey methods.
Chapter Objectives
This chapter will help you:
- Explain the advantages and disadvantages of surveys as a research method.
- Describe the main types of surveys, including their advantages and disadvantages.
- Demonstrate with examples major ways of formatting survey questions.
- Describe with examples common problems in survey wording and how to correct them.
- Identify ways to improve survey response rates.
- Discuss the advantages and disadvantages of using other people’s survey data.