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The International Encyclopedia of Media Studies, 7 Volume Set by Fabienne Darling-Wolf, Radhika Parameswaran, Erica Scharrer, Vicki Mayer, Sharon Mazzarella, Kelly Gates, John Nerone, Angharad N. Valdivia

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3

Doing Survey Research in Media Studies

Suman Mishra

ABSTRACT

Survey research is a widely used methodology for collecting quantitative data and is particularly useful for conducting research in communication and media studies. This essay provides an overview of survey methodology, its historical background, and its uses in communication and media studies. It explains some of the basic concepts in survey design such as sample, sampling procedures, questionnaire design, and modes of distribution of questionnaires. It also provides a guideline for conducting survey research and discusses some of the unique challenges faced by survey researchers both within a single country and internationally when conducting cross-cultural survey research. The chapter concludes with a discussion of ethical issues in survey research.

Information is a valuable commodity that is of great importance to governments, businesses, and institutions. Thus information is constantly being gathered using various techniques, tools, and methods all over the world. Anybody who uses the Internet today has seen or filled out a survey asking for their opinions on topics ranging from the trivial (celebrity dress and cat videos) to more serious social, political, and economic issues. Most people today have also seen the use of survey techniques to measure television viewing or public opinion on political candidates and issues, or in market research to understand public attitudes toward products, brands, or advertising ...

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