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Sampling Methods and Sample Populations in Mass Communication Studies: A 15-Year Census of Six Journals

Fri, May 26, 9:30 to 10:45, Hilton San Diego Bayfront, Floor: 2, Indigo 204B

Abstract

Sampling procedures are crucial to the accuracy of research findings. Yet mass communication studies often rely on convenience samples of college students, thus threatening the external validity and generalizability of findings. The present study contributes a critical evaluation of sampling methods and sample populations in all quantitative mass communication studies (N = 1,178), both surveys and experiments, conducted in the United States and published over 15 years (2000-2014) in six leading peer-reviewed communication journals. Results revealed that the majority of quantitative studies (82.8%) relied on nonprobability sampling methods. Only 29.0% of the surveys used probability sampling methods. College student samples were used in 51.2% of quantitative studies. Experimental studies (79.0%) were more likely to use student samples than survey studies (28.2%). An overreliance on nonprobability sampling methods and, to a much lesser degree, college student samples, can cast doubt on the conclusions drawn from many mass communication studies.

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