Research work · 2025
Toward a standardized group survey. Introducing a new approach to group-level measurements in communication studies
Johanna Schindler
Studies in Communication and Media
Abstract
Many phenomena relevant to communication studies occur at the group level, yet methodological options for collecting data from groups as analytical units are limited. This contribution proposes the idea of a comprehensive, standardized, online group survey approach designed for dyads and small groups. Unlike conventional methods, the group survey approach can simultaneously account for group constructs’ interactivity and heterogeneity, measure unobservable constructs, and be applied efficiently to large samples. It could also facilitate experiments, longitudinal studies, and multilevel analyses with natural groups across diverse communication contexts. This paper lays the groundwork for the group survey approach in three steps. First, it contextualizes the approach theoretically and methodologically. Second, it introduces its core principles, implementation, advantages, and limitations. Third, it tests its practical applicability through a qualitative analysis of the collective response process. The paper concludes by outlining the next steps for validating the group survey approach.