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This is a Quantitative Study study.

October 27, 2025Open Access

Using large language models for survey research in communication: opportunities and challenges

Key Points

AI enhances survey research by improving questionnaire development and data analysis in communication studies.
Methodological challenges emerge with AI's integration, particularly in ethical considerations and data reliability.
Adoption of AI in surveys involves navigating synthetic data generation risks and maintaining research rigor.
Attention to ethical challenges is crucial for ensuring AI strengthens survey-based research outcomes.

Abstract

Abstract Artificial intelligence (AI) is transforming survey research, offering powerful tools like 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 key stages of the survey research process within communication studies while critically assessing their limitations. Through examples related to questionnaire development and open-ended response analysis, we illustrate both the promise and pitfalls of AI-assisted surveys. Furthermore, we underscore risks regarding synthetic data generation that 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.

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Cite This Study

Valenzuela et al. (Mon,) studied this question.

synapsesocial.com/papers/68ff87f1c8c50a61f2bdd448 https://doi.org/https://doi.org/10.1007/s44382-025-00014-z

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