Harnessing AI and machine learning techniques for survey data collection |
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| Coordinator 1 | Professor Gabriele Durrant (University of Southampton) |
| Coordinator 2 | Professor David Bann (University College London) |
| Coordinator 3 | Dr Liam Wright (University College London) |
Recent innovations in Artificial Intelligence and Machine Learning (hereafter ‘AI’) are projected to transform society and influence how we conduct research and, more specifically, how we perform survey data collection and analyses. This session will focus on recent developments in the use of AI for survey data collection. The use of such techniques may have significant impacts on the quality of the resulting data and the speed of production and may open up new survey design opportunities.
For this session, topic areas of interest include, but are not limited to: the use of Large Language Models (LLM) for survey research, data collection and data usage, use of LLMs for questionnaire design and optimisation, for tailoring questions to respondents based on profiles or previous answers, the use of AI for survey cost efficiencies, error detection, for evaluation and testing, variable coding, analysis of open-ended text data, cognitive testing in surveys, improvement of measurement quality, the role of LLMs as (qualitative) interviewers, and the use of AI-driven chatbots. Quality implications and resulting challenges based on the use of AI will be carefully discussed.
At present, AI techniques to handle and analyse existing and new forms of data are being developed at speed, but skills development from such research is limited, not easily accessible, and not always targeted at those most in need. The session will discuss these opportunities and challenges and will feature the latest developments from a research and training and capacity building project in the UK run as part of the National Centre for Research Methods (NCRM). The project will drive forward research under three AI related themes and will deliver an innovative Training and Capacity Building (TCB) programme to ensure survey researchers stay at the forefront of digital skills concerning AI.