Using large language models for survey research in communication: Opportunities and challenges
Loading...
Date
2025
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Artificial intelligence (AI) is transforming survey research, offering powerful toolslike large language models (LLMs) to analyze human beliefs, opinions, and behaviors. As researchers increasingly adopt these technologies, they face several methodological and ethical challenges. This article explores how LLMs can enhance keystages of the survey research process within communication studies while criticallyassessing their limitations. Through examples related to questionnaire developmentand open-ended response analysis, we illustrate both the promise and pitfalls of AIassisted surveys. Furthermore, we underscore risks regarding synthetic data generationthat demand further scrutiny. Thoughtful adoption, rather than uncritical enthusiasm,is essential to ensuring that LLMs strengthen, rather than undermine, the rigor and reliability of survey-based research in communication.
Description
Keywords
Large language models, Artificial intelligence, Surveys, Questionnaires communication