Name
Are Surveys Data Collection Tools Only or Do They Also Serve as Tools for Opinion Formation?
Date & Time
Thursday, June 5, 2025, 4:45 PM - 5:00 PM
Description

Surveys are the most widely used quantitative research tools for collecting participant data regarding their opinions, beliefs, and attitudes about specific issues. However, do surveys only serve to collect data? In this study, students in an agricultural communication course were asked to take a survey about purchasing eco-friendly products and submit a reflection on the survey. Twenty-seven students were prompted to reflect on their experience taking the survey and their opinions about greenwashing, which is generally defined as deceptive eco-friendly marketing practices. Nancy shared, “The survey about eco-friendly products… made me think about my selection of food products and why I may or may not choose to purchase eco-friendly products… it made me question my [purchasing] motives.” Elisabeth added, “This survey brought a fresh perspective, highlighting the importance of making environmentally conscious choices. It made me realize the significance of opting for eco-friendly products and the positive impact it can have on our planet.” Taking the survey made other students, like Brenda, become critical as indicated in the following quote. “After completing the survey, it allowed me to open my eyes to the world of eco-friendly products... It also got me to think about questions and situations that I hadn’t… before.” The results indicated that the students not only used the surveys to share their opinions but also contributed to shaping their attitudes about eco-friendly products. These results point out an overlooked impact of surveys. While, as educators, we emphasize using surveys as data collection tools, these results indicate that these surveys may serve as an education tool as well and may contribute to the growing skepticism among the public about different issues. It is recommended that researchers consider how questions are framed on surveys knowing that they can also serve as data opinion formation tools.

Location Name
Devonian
Full Address
The Westin Edmonton
10135 100 St NW
Edmonton AB T5J 0N7
Canada
Session Type
Oral Presentation
Presentation Topic(s)
Scholarship
Schedule Block
Block 3