Analyzing People’s Media Use Behaviors Using Mail Survey Method

This case study introduced how mail survey was applied in a media audience research project, which explored whether people’s time budgets influence their time spending on various media platforms. Survey is the most appropriate method for this research project as it can provide the data of people’s time budgets, time spending on various media, and socioeconomic status. These data enabled the statistical analyses that testified research hypotheses. This case study reported details of how survey method was used, including sampling design, questionnaire design, recruitment of respondents, data editing, data analysis, and method report. Multiple examples were used to explain these details. The advantages and disadvantages of mail survey were also discussed.