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Retweeters. Twitter and Compete, a marketing services company, conducted a survey to investigate some of the characteristics of those who retweet (that is repost someone else's tweet). Among other findings, it was found the Twitter users who retweet are demographically similar to those who don't, use Twitter more often during the day, and are more likely to use Twitter on a mobile phone. Here is the methodology section contained with the survey results: The findings are based on data from surveys fielded in the United States during 2012. Twitter and Compete worked together to build a questionnaire that asked respondents about their propensity to use Twitter and other services as well as the when, where, how and why of their usage patterns. Compete interviewed 655 Internet users in the U.S. for this study.- a. Explain in simple language why it is important to know how the sample was selected when drawing conclusions about a survey. b. Do you feel the methodology section adequately explains how this sample was selected? Explain why or why not. If not, what information is lacking, and why is it important?

Step by step solution

01

Understanding the Importance of Sample Selection

When conducting a survey, knowing how the sample was selected is crucial. This is because a sample should accurately represent the population to ensure the survey results are valid. If the sample is biased or not representative, the conclusions drawn from the survey might not reflect the true characteristics of the population.

02

Evaluating the Given Methodology

The methodology states that 655 internet users in the U.S. were interviewed. However, it does not specify whether these users were selected randomly or using any specific sampling technique. Without this information, it's challenging to determine if the sample represents all Twitter users.

03

Identifying the Missing Information

The methodology lacks details about how survey participants were chosen. Information such as whether a random sampling technique was used, or if they ensured demographic diversity, is missing. This information is essential to establish the survey's credibility and reliability, as a non-random or biased sample might misrepresent the larger user base.

04

Explaining the Importance of Comprehensive Methodology

A comprehensive methodology section would describe the sampling technique, comment on the demographic diversity, and possibly discuss how they controlled for potential biases. These elements help establish the reliability and validity of the survey findings.

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Key Concepts

These are the key concepts you need to understand to accurately answer the question.

Sample Selection

When conducting a survey, selecting the right sample is incredibly important. Think of a sample as a mini-version of the entire group you are interested in learning about, called the population. For survey results to be meaningful, the sample must be representative of this larger group.
If the sample is not carefully selected, it might not reflect the true diversity or characteristics of the population, which could lead to inaccurate conclusions. Selecting the right sample ensures that the findings you draw from your survey are reliable and applicable to the larger group. This process, known as sample selection, involves choosing participants who can provide the best insights into the survey topic.

Sampling Technique

The technique used to select the sample is called the sampling technique. It refers to the method employed to choose participants from the population. There are different types of sampling techniques including random sampling, stratified sampling, and convenience sampling, among others.

• Random Sampling: Every individual has an equal chance of being selected, which helps eliminate bias.
• Stratified Sampling: The population is divided into groups (strata), and participants are randomly selected from each group. This ensures diversity in the sample.
• Convenience Sampling: Participants are chosen based on their easy availability and proximity to the researcher.

Choosing the right technique is crucial as it affects the representativeness and reliability of the survey results. A well-chosen sampling technique can enhance the overall quality of the research findings.

Survey Credibility

Credibility in a survey relates to how trustworthy and believable the findings are. Establishing credibility involves rigorous methodology and transparency in how the survey is conducted.
Important elements include:

• Clear Sampling Methodology: Detailed explanation of how participants were chosen. This instills confidence that the results are not biased.
• Sample Size: A large enough sample size enhances credibility by reducing the margin of error.
• Disclosure of Bias: Addressing any limitations or potential biases openly with the audience.

When these aspects are well-handled, the survey findings are regarded as robust and credible, which is essential in drawing public or academic conclusions.

Survey Validity

Validity is all about accuracy. It refers to how well the survey measures what it intends to measure. For the survey results to be valid, the questions must be well designed and relevant to the topic. Other factors enhance validity too:

• Content Validity: Ensuring the survey covers all aspects of the topic.
• Construct Validity: Verifying the survey truly represents the constructs it aims to measure.
• Internal and External Validity: Checking if the survey outcomes can be generalized to the larger population (external) and if the study results are due to the manipulated variables (internal).

Maintaining high validity requires thoughtful planning and strict adherence to methodological guidelines.