Directed by
It is widely agreed that Generative Artificial Intelligence (GenAI) will transform conventional practice across the spectrum of service industries in the near future. It seems unlikely this will exclude survey research. Understanding how to capitalise on this potential is a key priority. The proposed research will assess the utility of GenAI – specifically, Large Language Models (LLMs) - for improving the quality and cost-efficiency of questionnaire design, evaluation and testing (QDET). The research questions are:
- RQ1 How effective are LLMs at a) applying question design and evaluation frameworks, and b) generating and analysing cognitive interview data, to identify problems with draft survey questions?
- RQ2 What are the optimal ways of fine-tuning and prompting LLMs to match or exceed human performance of QDET tasks?
- RQ3 Which procedures should be followed to ensure the use of LLMs in QDET tasks optimises survey quality, while complying with legal and ethical frameworks?
Important link
Linked Institutions
Supported by
