Surveys, which are the most common quantitative method for gathering data about communication phenomena, are a means through which researchers can collect different types of information about participants. In a survey, a researcher could gather information about what people do (e.g., how often people use Facebook), what people believe impacts their behavior (e.g., how a recent scandal affects their likelihood of voting for a certain candidate), or what attitudes and characteristics people have (e.g., identifying the level of extraversion). The goal of utilizing a survey is to generate similar information across individuals so that data from the sample can be generalized to the population from which the participants were selected (e.g., college students, women aged 30–35 years). Oftentimes, researchers use established surveys if ...
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