Instructor Resource
Treadwell and Davis, Introducing Communication Research: Paths of Inquiry, 4e
SAGE Publishing, 2020
Lecture Notes
Chapter 9: Surveys: Putting Numbers on Opinions
Learning Objectives
9-1 Explain the advantages and disadvantages of surveys as a research method.
9-2 Explain the advantages and disadvantages of mail, phone, face-to-face, and online
surveys.
Chapter Summary
This chapter begins by explaining the advantages and disadvantages of surveys. Next, the
chapter explains the advantages and disadvantages of mail, phone, face-to-face, and online
Annotated Chapter Outline
I. Introduction: Advantages and Disadvantages of Surveys
A. Advantages
1. Respondents can answer large in numbers.
B. Disadvantages
1. Question formatting.
Instructor Resource
Treadwell and Davis, Introducing Communication Research: Paths of Inquiry, 4e
SAGE Publishing, 2020
II. Types of Surveys
A. Cross-sectional
1. Cross-sectional surveys are typically “a slice of life” or cross section in that they
B. Trend
1. Trend studies measure the same items over time but draw different samples from
C. Panel
1. Panel studies, a group of individuals is sampled and recruited, and the same
D. Cohort
1. Cohorts are groups of people defined, most typically, by having an event in
common.
E. Cross-lagged
1. Cross-lagged surveys measure a dependent variable and an independent variable
III. Survey Methods
A. Face-to-face
B. Telephone
1. Landline numbers make sampling of defined geographic areas attractive and
possible.
Instructor Resource
Treadwell and Davis, Introducing Communication Research: Paths of Inquiry, 4e
SAGE Publishing, 2020
C. Mail
1. Good for delivering questions on complex issues that respondents may require
D. Online
1. Online methods offer many advantages.
E. Mobile
1. Attractive because respondents can access surveys anytime, anywhere they have
F. Online and mobile survey design
1. Begin with research objectives and defining the type of data to be collected.
2. Online surveys offer design advantages not available in traditional print surveys.
a. Specific response items include radio buttons; these permit one response
3. Format and the content of response options influence response quality.
4. Mobile surveys must be specifically designed to be legible on a small screen.
IV. Writing, Introducing and Formatting Questions
A. Open-ended questions
1. Open-ended research questions allow respondents to answer in their own
Instructor Resource
Treadwell and Davis, Introducing Communication Research: Paths of Inquiry, 4e
SAGE Publishing, 2020
B. Dichotomous questions
1. Dichotomous questions force respondents to select one of two possible answers.
C. Multiple-choice questions
1. Multiple-choice questions provide several possible answers and ask respondents
to select one or more answers or to rank order them.
D. Scale questions
1. Likert and semantic differential scales.
V. Survey Wording: “If It Can Be Misinterpreted, It Will Be”
A. Common problems with wording
1. Leading questions—“lead” the respondent to a particular answer rather than
letting respondents respond in their own terms.
B. Language
1. Languages and dialects are inevitably a consideration in question design.
Instructor Resource
Treadwell and Davis, Introducing Communication Research: Paths of Inquiry, 4e
SAGE Publishing, 2020
2. Check your questions at draft stage and pretest with a sample population.
C. Guiding respondents through surveys
1. Funnel starts with broad questions and progress to specific questions.
D. Branching and filter questions
1. You may have questions that some respondents cannot or should not answer
VI. Improving Survey Response Rates
A. Many surveys, few participants
1. Respondents’ willingness to participate in any survey is a function of the topic
B. Tactics for improving rates
1. Contact: preliminary mailing or phone call.
VII. Using Other People’s Surveys
A. Research first
1. Literature review.
B. Three potential problems
1. May be proprietary.
C. Classic sources
1. GSS—General Social Survey.
Instructor Resource
Treadwell and Davis, Introducing Communication Research: Paths of Inquiry, 4e
SAGE Publishing, 2020
VIII. Big Data and the End of Surveys?
A. Big data
1. Big data is data sets so huge, complex or rapidly changing that traditional
B. Research problems
1. Proprietary social media platforms.