Large members of people can be studies; the method is relatively quick and relatively cheap; the results are reliable, and representative of a much wider population than that directly investigated, the personal influence of the research on the results is slight and the data can easily be expressed in statistical form. This enables comparisons to be made between different groups and populations.
For this study, the researchers use Internet, its main advantages are low/moderate cost to design; low cost to send; quick to analyse data; easy for respondent to complete and can attach brochures, images, etc. However, Every survey methodology has its weaknesses, and online surveys are no exception.
- Not sure who is answering the survey. Like mail studies, it is difficult to insure the desired person actually answers the survey.
- Not representative of the population. The Internet population has a slight bias towards younger, more computer literate users, though this is changing all the time and becoming more representative of the population.
- Long surveys are more difficult. The personalities of today's online users makes it difficult to coerce respondents into completing long surveys.
- Not a "mainstream" research methodology, yet. With more experience and comparative analyses of online surveys versus mail and telephone results, online surveys should reach the same level of acceptance as other methodologies.
For this research, the researchers use EBBs which has the above weaknesses too.
For the research’s method, the researchers use five steps (Roberts, 2002, P456-458): The first step imperative examines whether traditional news media sources have an agenda-setting impact on the discussions taking place on the EBBs. They ask “ Do individuals take issue information gained from news media and pass information about this issue online to other electronic bulletin board users?” The second step is selecting the sample. The third step deals with defining categories, time frames, coding units, and context units. The fourth step is content analysis and the final and fifth step of content analysis process is to analyze and interpret the data.
The five steps are typical research method that is used by many researchers (McMillan, 2000) and they are very similar with the quantities analysis approach (the Scientific Method) which includes seven steps: Defining the problem; Developing a Model; Acquiring Input Data; Developing a Solution; Testing the Solution; Analyzing the Results and Implementing the Results (Render, 1982). The researchers use an ARIMA model cross-correlational test showed EBB discussions of three issues---immigration, health care, and taxes—correlated with news media coverage, with time lags varying from 1 day to 7 days.
In my opinion, the method is appropriate method for the topic. This investigation looks for a more powerful effect than previous agenda-setting researchers. Because of the Internet’s dynamic characteristic of transmitting information from senders to receivers, researchers currently assume that our traditional theories of mass communication can directly apply to online communication (Wimmer, 1994).
The researches have an accurate research questions or hypothesis that are: how will the new online communication forms affect the agenda-setting process? Can we assume that the transfer of salience still follows the original hypothesis? How does the condensed and compressed environment of online communication affect what we know about time frame effects? All these questions are explored in their study.
By quantitative research, the researchers concluded: “ The results demonstrate the usefulness of examining the rule the Internet plays in the agenda-setting process. Media coverage apparently can provide individuals with information to use in their Internet discussions. As the Internet continues to become an important source of information, it also will become an important area for mass communication researchers.” (Roberts, 2002, P464). The report also recommended” future research should link other mass communication theoretical approaches with Internet usage”.
Despite the research has some definite problems; online research has many more advantages than disadvantages. When surveying populations, which mimic the demographics of online users, online research can be a primary means of information collection. With other populations, online research can be effective as a supplement to more traditional survey approaches or as a quick impression of your customers (much like qualitative approaches are used).
For outlook, as the Internet continues to grow in popularity, investigations of the content of information being sent online similarly will increase in importance. The study takes an important step in linking the Internet to a mainstream mass communication theory.
References
Kotcher, R. L. (1992). The technological revolution has transformed crisis communication. Public Relations Quarterly, 37(3), 19-21.
Rubin, R., P. Palmgreen, and H. Sypher (1994 eds.), Communication Research Measures: A Sourcebook, New York: Guilford.
Roberts, et al (2002), Agenda setting and issue salience online. Communication Research, Vol. 29 No.4, August 452-465.
Fowler, Floyd J., Jr (1993). Survey Research Methods, 2nd ed. Newbury Park, CA: Sage Publications.
McMillan, S. J. (2000). The microscope and the moving target: The challenge of applying content analysis to the World Wide Web. Journalism and Mass Communication Quarterly, 77, 80-98.
Render, B and Stair, R. M (1982). Quantitative Analysis for Management ( The Second Edition). New York: Library of congress Cataloging in Publication Data.
Wimmer, R.D. and J.R. Dominick (1994), Mass Media Research: An Introduction, 4th ed. Belmont, CA: Wadsworth.
