Question

The data are collected from a survey of 500 randomly selected people in the United States. The researcher asked participants their ages and what type of social media they use the most frequently: video sharing, photo sharing, text sharing, or none. The goal of the researcher was to determine the general characteristics of social media use by different age groups throughout the United States. $$ \begin{array}{|l|l|l|l|l|l|} \hline \begin{array}{l} \text { Age } \\ \text { Group } \end{array} & \begin{array}{l} \text { Video } \\ \text { Sharing } \end{array} & \begin{array}{l} \text { Photo } \\ \text { Sharing } \end{array} & \begin{array}{l} \text { Text } \\ \text { Sharing } \end{array} & \begin{array}{l} \text { No Social } \\ \text { Media } \end{array} & \text { Total } \\ \hline 12-18 & 40 & 32 & 20 & 2 & 94 \\ \hline 19-30 & 31 & 51 & 43 & 6 & 131 \\ \hline 31-45 & 20 & 20 & 40 & 24 & 35 & 88 \\ \hline 46-60 & 9 & 8 & 36 & 29 & 49 & 83 \\ \hline \text { 61-up } & 2 & 3 & & & \\ \hline \end{array} $$ The survey summary states that the researcher collected the data "randomly." Which of these methods of finding survey participants would likely provide the most accurate results given the researcher's goal? (A) Ask for volunteer responses through television advertising and give a number for interested subjects to call in, ensuring a high level of motivation among survey participants (B) Have a survey booth at a local shopping mall where only every 5 th person is selected to share his or her individual thoughts about social media use, ensuring that each participant provides photo ID to verify his or her identity (C) Post a survey advertisement on a variety of websites that appeal to a great number of demographic groupings, including income, gender, and ethnicity (D) Call randomly selected phone numbers from across the country, both cellular and landlines, and ask for household members of a particular random age group to share their thoughts

Short answer

Option D is the most accurate method for a representative sample.

Step-by-step solution

Understanding the Goal

The researcher's aim is to determine the general characteristics of social media use by different age groups in the United States. This means that the survey method should provide a representative sample from various age groups across the country.

Analyzing Survey Methods

We are given four options (A, B, C, D) regarding how participants are found for the survey. Each method must be evaluated based on how well it can represent different age groups across the US.

Review Option A

Option A involves asking for volunteer responses through television advertising. This may introduce bias, as only highly motivated individuals may respond, and they may not represent the general population.

Review Option B

Option B involves setting up a survey booth at a mall and selecting every 5th person. This would not capture a wide range of demographics since mall visitors might not reflect the diversity of the broader population.

Review Option C

Option C involves posting survey ads on various websites. However, it might not guarantee the participation of individuals from all age groups as not everyone uses the internet uniformly across different sites.

Review Option D

Option D involves calling randomly selected phone numbers across the country, targeting a specific age group. This approach is likely the most representative, as it uses random selection and reaches a broader geographic and demographic population.

Selecting the Best Option

Considering the researcher's goal of capturing the characteristics of social media use by different age groups throughout the United States, Option D provides the most accurate results. It randomly selects participants from a vast demographic and geographical pool.

Key concepts

Age demographics

When conducting a study on social media usage across different age groups, it’s vital to understand the significance of age demographics. Age demographics refer to the categorization of a population into age groups. These groups help us analyze patterns and trends within specific age brackets.
In surveys like the one described, participants are grouped by age, such as 12-18, 19-30, 31-45, 46-60, and 61-plus. This kind of grouping aids researchers in pinpointing behaviors and preferences unique to each age bracket. For instance, younger individuals may show a preference for video sharing platforms, while older groups might lean more towards text-based communication.
Understanding these distinctions is key for any marketer or developer looking to tailor their products or advertising strategies to fit the interests of different age demographics. It also helps in crafting policies or educational resources that resonate well with each group. Recognizing how age affects choice and preference can ultimately guide decision-making processes, bridging gaps in knowledge and improving targeted actions.

Social media usage study

A social media usage study aims to uncover the patterns and preferences of individuals in how they interact with various social platforms. The study outlined in the exercise focuses on understanding what type, if any, of social media people primarily use: video sharing, photo sharing, or text sharing.
Such a study provides insights into the prevalence of certain platform types across age demographics. For example, younger users might be more inclined towards video sharing due to platforms like YouTube and TikTok. On the other hand, older age groups might prefer Facebook, where both photo and text sharing are prevalent.
The information gathered from these studies is invaluable for businesses and advertisers. They can strategize better, optimizing their marketing campaigns across different platforms. Moreover, these studies can present a snapshot of evolving tech trends and cultural shifts, giving researchers a chronological view of digital media evolution. The insights bared can influence both product development and digital outreach strategies, aligning them with user behaviors.

Random selection methodology

In research, ensuring unbiased and representative data collection is crucial. Random selection methodology is a technique where participants are chosen randomly, helping to achieve this goal. In the context of the social media usage survey, this methodology ensures that every person has an equal chance of participating, making the findings more generalizable.
The four methods presented in the exercise demonstrate varying levels of randomness. However, only Option D, where phone numbers are randomly dialed, truly embodies the essence of random selection. By not limiting the participant pool to a specific platform or location, this method reaches a broader spectrum of people, increasing the chances of having an accurate snapshot of the entire population.
This technique is essential in minimizing selection bias, which can skew results. In the context of age demographics, random selection ensures that all age groups are represented proportionally to their presence in the actual population. Thus, it provides a reliable and valid basis for conclusions about social media usage across age brackets, ensuring the research results are as accurate as possible.