Questionnaire surveys in media research

Abstract

This chapter deals with questionnaire surveys and in particular the ways in which surveys can be employed in conducting media research. It firstly focuses on the questions of where and when a survey is an appropriate methodology to use and when and where not by looking at the kinds of topics that can be investigated by means of a survey. The steps in survey research and the processes associated with sampling are furthermore discussed. The various types of surveys and the strengths and weaknesses of each and where and how each can be used then receive attention. Attention is furthermore given to the topic of questionnaire design and question formats appropriate for various purposes. The concepts of reliability and validity and how they apply to survey research also receive attention. In the last instance questionnaire surveys are critically evaluated in terms of other research methodologies such as qualitative methodologies.