Abstract
This paper analyses and compares the sample sizes used in three surveys in entertainment, political, and general category. It also contains the questionnaire, responses, and graphical presentation of individual survey.
Introduction
A survey is method of research whereby information and data is gathered through the use of questionnaire or interview (Schuman, 2008). In survey, the findings from a representative of the population are used to make conclusion and generalization about characteristics of the population. Therefore, the sample size should be appropriate to guarantee minimal sampling errors and validity.
The survey titled “‘Consumers Taking Control of Their Entertainment Ecosystems, Accenture Survey Finds; Consumption Habits are Evolving and Becoming More Sophisticated” was selected for purposes of sample size analysis under entertainment survey. This survey was published in M2 Presswire on April 8, 2013. It was conducted by Accenture to find out the sophisticated habits of TV consumers that both present challenges and opportunities for media houses and content providers. This was an online survey that involved interview of 3501 consumers in six countries namely US, UK, Brazil, Spain, France and Italy (Morgenstern, 2013, April 8). This sample was randomly selected from a population of about 747 million people. This presents a sampling error of ±1.6 percentage points at 95% confidence level. The survey established that about 77% of respondents multitask while watching television. This finding can be used by media houses to enrich their content to increase attention to their programs by their viewers.
Political Survey
The survey titled “In U.S., 65% Dissatisfied with How Gov't System Works” was selected for analysis under political survey. The survey was conducted by the Gallup to find out the perception and attitudes of Americans towards government systems, size and power. A total of 1018 people of 18 years and above were recruited for interview in this survey. These people selected from 50 states and District of Columbia (McCarthy, 2014, January 22). The population for this survey was 239 million adult American who were eligible to participate in the survey. This present a sampling error of ± 3.1 percentage points at 95% confidence level. The survey established that that about two thirds of Americans were dissatisfied with government systems and its effectiveness. This finding can be used by the current administration to initiate new structures, processes and systems that improve efficiency in service delivery by government to Americans.
General Survey
The survey titled “In U.S., Uninsured Rate Shows Initial Decline in 2014’ was chose for analysis in general survey category. This study was conducted by Gallup to establish the percentage of uninsured in US and their demographic characteristics. It was done by telephone interview of 9,145 participants of 18 years and above in 50 states and District of Columbia (Levy, 2014, January 23). The population for this study was 239 million adult Americans. This presents a sampling error of ±1 percentage points at 95% confidence level. The survey established that 16.1 percent of people living in US were uninsured. This finding can be used by government to formulate an insurance policy that shall ensure that all American are insured irrespective of their social status.
Overview
The sample size for general survey is more representative than that of political and entertainment survey. It had the least sampling error of ±1 percentage points at 95% confidence interval. This was followed by entertainment and political surveys with sapmling errors of ±1.6 and ±3.1 percentage points respectively. Consequently, it can be concluded that the general survey regarding uninsured people in US was the most representative and in extension its findings were most valid. It is also important to note that the error margins in these surveys were within the acceptable limits in survey.
Application: Copy of Survey
Questionnaire
- Which smart phone provides the greatest entertainment features?
IPhone 5S [ ]
Samsung Galaxy S4 [ ]
Black Berry Z30 [ ]
- What is your favorite genre of music?
R & B [ ]
Rock [ ]
Country [ ]
Hip Hop [ ]
Pop [ ]
Classical [ ]
Religious [ ]
Jazz [ ]
Reggae [ ]
- Internet is killing reading culture
Strongly Agree [ ]
Moderately Agree [ ]
Slightly Agree [ ]
Slightly Disagree [ ]
Moderately Disagree [ ]
Strongly Disagree
Responses
Application: Results - Chart 1
The most favorite smart phone for entertainment according to the participants was iPhone 5S at 45% followed by BlackBerry Z30 at 30%. Samsung Galaxy S4 was the least favorite at 25%
Application: Results - Chart 2
The most popular genre of music among the participants was country at 25% followed by pop at 15%. R & B, rock and classical came third in popularity at 10% each. The least popular genre were religious, jazz and reggae at 5% each.
Application: Results - Chart 3
Majority of the participants, 35% slightly agree that internet is killing the reading culture. 20% moderately disagree while 15% strongly disagree. Those who strongly agree, moderately agree and slightly disagree are 10% each.
Application: Surveys and Business
The survey had 3 questions relating to entertainment issues. The first question was selected on technological domain while the second question was related to music genre. The third question was framed to collect views on internet aspect of entertainment.
The findings of the first questions show that majority of respondents preferred iPhone 5S for entertainment. This result can be used by phone makers especially Samsung and BlackBerry to improve the entertainment features in their phones. The responses to the second question can be used to guide an artist on the most profitable music genre. Finally, the finding of the third question has got great educational value. It was meant to stimulate research on the controversial subject.
Conclusion
Survey is a useful research method for gathering people attitudes, views and perceptions on topical issues. It has been used widely in US to gauge the popularity of presidential candidates. The reliability and validity of the findings of these surveys depend on the sample design and size used. Appropriate sample size produces more valid results that can be used to make conclusion about the population.
References
Schuman, H. (2008). Method and meaning in polls and surveys. Cambridge, Mass: Harvard University Press.
Morgenstern, G. (2013, April 8). Accenture Newsroom: Consumers Taking Control of Their Entertainment Ecosystems, Accenture Survey Finds. Accenture Newsroom: Consumers Taking Control of Their Entertainment Ecosystems, Accenture Survey Finds. Retrieved January 25, 2014, from http://newsroom.accenture.com/article_display.cfm?article_id=5698
McCarthy, J. (2014, January 22). In U.S., 65% Dissatisfied With How Gov't System Works. In U.S., 65% Dissatisfied With How Gov't System Works. Retrieved January 25, 2014, from http://www.gallup.com/poll/166985/dissatisfied-gov-system-works.aspx
Levy, J. (2014, January 23). In U.S., Uninsured Rate Shows Initial Decline in 2014. In U.S., Uninsured Rate Shows Initial Decline in 2014. Retrieved January 25, 2014, from http://www.gallup.com/poll/166982/uninsured-rate-shows-initial-decline-2014.aspx
