Introduction
Continuing from the previous notes, here are brief explanations of two more important terms used in communication research methods: Snowball Sampling and Likert Scale. These concepts are useful in designing surveys and collecting data in both quantitative and qualitative research.
e. Snowball Sampling
Snowball sampling is a non-probability sampling technique where existing participants help recruit future subjects from among their acquaintances. It is often used when studying hard-to-reach or specialized populations, such as drug users, refugees, or minority groups. The process begins with a few participants, and as they refer others, the sample “snowballs” into a larger group. This method is useful when the researcher lacks access to a complete list of the target population. While snowball sampling is convenient and helps find hidden populations, it can lead to biased results because the sample may not represent the wider population. It is most effective in qualitative or exploratory research where detailed insights are needed.
f. Likert Scale
The Likert Scale is a commonly used tool in surveys and questionnaires to measure people’s attitudes, opinions, or agreement with statements. Respondents are given a statement and asked to rate it on a scale, usually from 1 to 5 or 1 to 7, where 1 may represent “Strongly Disagree” and 5 or 7 “Strongly Agree.” For example, a question may state, “Social media negatively affects family values,” and the respondent chooses a level of agreement. The Likert Scale helps convert subjective opinions into measurable data, which can be analyzed statistically. It is easy to design and simple for respondents to answer. However, results may be influenced by central tendency bias, where people choose middle options to avoid extremes. Despite this, the Likert Scale remains a popular and effective tool for collecting data in communication and social research.
Conclusion
Snowball sampling and the Likert Scale are practical tools that help researchers gather useful data. While snowball sampling is ideal for reaching difficult populations, the Likert Scale is excellent for quantifying attitudes and opinions. Understanding these tools improves the design and accuracy of communication research.