Charting New Territory: Using ChatGPT to Enhance Survey Instruments in the Organizational Setting

Suguri Motoki, Fabio Yoshio ORCID: https://orcid.org/0000-0001-7464-3330, Monteiro, Januario ORCID: https://orcid.org/0000-0002-7000-4256, Malagueño, Ricardo and Rodrigues, Victor (2023) Charting New Territory: Using ChatGPT to Enhance Survey Instruments in the Organizational Setting.

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Abstract

This study explores how large language models (LLMs) can create synthetic survey data to make the validation of constructs and pre-test of surveys faster and more reliable. We propose a strategy and a framework for designing prompts and personas that enable LLMs to simulate human responses. We apply the framework to three validated survey instruments and collect ChatGPT-generated answers. Using this synthetic data, we conduct widely used validity tests and run the structural estimation. We find that LLMs can replicate human behavior and validate instruments developed to examine the organizational setting in a way consistent with theory, addressing challenges such as survey design, construct validity, reliability, and generalizability. Despite the limitations that we document, we posit that LLMs can help evaluate the epistemic relationships of constructs and that synthetic data can be a complement to real-world data to advance the rigor and efficiency of survey-based research.

Item Type: Article
Uncontrolled Keywords: 4* ,/dk/atira/pure/researchoutput/REFrank/4_
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Accounting & Quantitative Methods
Related URLs:
Depositing User: LivePure Connector
Date Deposited: 10 Nov 2023 01:36
Last Modified: 30 Jan 2024 04:07
URI: https://ueaeprints.uea.ac.uk/id/eprint/93615
DOI: 10.2139/ssrn.4595896

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