Uses and Gratifications of Facebook - Assignment Example

Executive Summary The report which focuses on “Uses and Gratifications of Facebook” on students in Australian Universities highlights important implications for Jim. Jim to conduct the research has developed a questionnaire to determine the manner in which people use Facebook and the influence it has to be covered. The research shows that Jim has to look at making certain amendments in the questionnaire which can be achieved through having more open ended questions and reducing the length of the entire questionnaire to 3 to 4 scrolls. In addition to it the population size which has been decided for the research is students in Australia out of which a sample of 1000 students will be selected through a process of random sampling. While, deciding the sample Jim has to ensure that the sample which has been selected represents the entire population and the sample research is valid for the entire population. This has to be followed by the selection on mail surveys as it will ensure a wider reach at a lower cost. Care and attention has to be made while looking to develop mail surveys to ensure that it reach the correct sample space, the file is not bulky and easily readable. The report thereby looks to cover the following considerations The size of the survey Clarity of question The different requirements for online survey Creating questionnaire and techniques to covering it Ensuring confidentiality within the organization Having a process of piloting The overall aspect will thereby help to understand and cover the different aspect associated with the use of Facebook and will bring about a change in the perception and strategy of questionnaire and the impact it has been created. Table of Contents 1.0. Introduction 3 2.0. Analysis of Questionnaire 3 2.1 Requirements of a good questionnaire 4 2.2. Strong Points about Questionnaire 4 2.3. Weak Points about Questionnaire 5 2.4. Process to improve the Questionnaire 6 3.0. Sampling Plan to be used for the research 7 3.1. Population Size 7 3.2. Sample Frame 7 3.3. Sampling Method 7 3.4. Sample Size 7 3.5. Sample Validation 8 4.0. Online Surveys 9 4.1. Special Considerations for online surveys 9 5.0. Conclusion 10 6.0. References 11 1.0 Introduction Maximum advantage from a survey can be garnered if the questionnaire which is developed is correct, circulated among the correct sample space, the correct sampling size is selected and the method which is used for collecting information from the participants is appropriate. Adhering to the different needs and requirements of a questionnaire helps to gather maximum information in the shortest possible time. This report analyzes a questionnaire which has been drafted with the purpose of identifying the manner in which Facebook is being used by students in Australian Universities. Conducting the research will help to understand the different factors through which Facebook can attract more and more users. Despite the main focus of the research the report will mainly look to examine the manner in which a questionnaire should be developed by analyzing a questionnaire which has already being developed; identification of the population size, sample size, sample methods and other aspect related to sampling; and finally deciding the different aspects which have to be considered while looking to design an online questionnaire. The report will thereby present the different areas through which the effectiveness and efficiency of the research will improve and will help to identify a path through which better results can be achieved from the selected samples. 2.0 Analysis of Questionnaire Designing of a questionnaire is one of the most important aspects while looking to carry out the research. An analysis of the questionnaire which has been developed for the research by the name “Uses and Gratifications of Facebook” highlights the different questions which are to be asked across the sample. The questionnaire has a total of 26 questions which includes both open ended questions, close ended questions, personal details questions and so on. The questionnaire mostly focuses on close ended questions as open ended questions merely asks for numbers and will thereby won’t be lengthy and will comprise of a few words. The questionnaire has further been segmented into different sections like self expression, social investigation, popularity, social connection, social media, and respondent information which tends to give a flow and helps the sample space to understand the basis on which it will be evaluated and provides an idea to the sample regarding the focus points so that they feel the questionnaire based on the information needed (Belson, 2001). The questionnaire further highlights a lot of double barrel questions which should actually be divided into two parts and should not be culminated under a single head and should look towards ensuring that two questions are asked. Some of the questions which tends to be highlighting the same are “I would like to share my photos and status with my friend” This is matched by the fact that the questionnaire is not clear and has a lot of ambiguous words which raises doubts on clarity like Being active on Facebook I will me more famous among friends” The questionnaire also highlights some of the words which were not required and could have been omitted and would have helped to improve the reading and ensure better objectivity in the answer Further, the questionnaire also highlights that no questions overemphasis on the subjects and ensure that all areas are covered The questionnaire also uses to use the word “most” on a continuous basis as it aims towards ensuring that the overall objectivity based on the use of questionnaire can be improved. 2.1 Requirements of a good questionnaire To ensure a good questionnaire it is important that the questions and other aspect related with the questionnaire is properly determined. To ensure a good questionnaire the following things has to be covered Screen: The first question should be such that it will help to identify the position of the respondent with respect to research Warm Up: This are questions which should be simple and should create the required mood for filling the questionnaire Transition: Stating the manner in which the process of transition should be aimed at so that the respondents becomes aware about the change which will be encountered Difficult Questions: The questionnaire should be such that tougher questions should be placed at the end and the entire process should be such that it helps to generate positive response from the respondents. 2.2. Strong Points about Questionnaire Analyzing the questionnaire titled “Uses and Gratifications of Facebook” helps to identify the following strong points Structured form of questionnaire: The questionnaire uses a structured form which is mostly used for carrying out research which is aimed to understand the attitude of some group thereby helping to complement a previously carried out exploratory research. This at the same time helps to identify the subgroup of a large population and helps to understand the attitude of the entire group towards it (Schwarz and Strack, 2001). The questionnaire tends to reflect the same which thereby ensures that it will help to understand the needs and requirements and provide better results. Clear identification of research objective: The questionnaire has been designed in such a manner that it helps the respondents to clearly understand the objective of the research. This is a good aspect as it will ensure clarity in the minds of the respondents and will help them to understand the parameters based on which they need to respond to the survey (Schwarz and Strack, 2001). Clear identification of the research objective will provide a clear picture to the respondents and will ensure that incorrect sample gets rejected at the beginning thereby saving time for both the surveyor and the respondents. Arranging into separate sub-themes: The questionnaire has been divided into smaller sections where each section has a theme and purpose which has been clearly highlighted before the questions. The different sections which have been identified are self expression, social investigation, popularity, social connection, social media, and respondent information which tends to give a flow and helps the sample space to understand the basis on which it will be evaluated and provides an idea to the sample regarding the focus points so that they feel the questionnaire based on the information needed (Schwarz and Strack, 2001). This will ensure better and effective response as it will help to understand the perception of the respondents based on different needs and requirements Clear, Simple & Specific Questions: The questionnaire ensures that the questions being asked to the respondent is clear and easy to understand. The fact that the questionnaire will be passed on to the sample size which will be determined and there will be no interviewer present at the time of filling the questionnaire it is important that the questionnaire is simple and clear (Tanur and Fienberg, 2002). This has been achieved to a very high degree which ensures that the respondents will be able to understand each question and respond in the correct manner. This is being supported by the fact that the questions are very specific and direct to the specific point which will ensure better understanding and ensure no ambiguity. The overall questionnaire will thereby help the respondent to respond in the best possible manner. Each questions measures one thing: The questions in the questionnaire have been designed and formulated in such a manner that it focuses on a single objective and tends to measure a single variable. This will leave no discrepancies and ambiguity in the mind of the respondents and will provide an opportunity through which the respondents will be able to provide the correct response. To ensure it the questionnaire has been divided into different sub-themes with each question within the theme focusing on the theme thereby ensuring that the respondents are able to reply based on a single variable (Tanur and Fienberg, 2002). This will help to gather better and positive response from the respondents and will thereby help further in the research. 2.3. Weak Points about Questionnaire The questionnaire titled “Uses and Gratifications of Facebook” which have been developed keeping different things in mind is a sound one still has some areas of concern which needs to be focused on are the following Lack of introduction: The questionnaire lacks introduction which will help the respondents to understand the reason for the research, the time that the research will require, along with other personal details of the respondents Lack of open ended question: The questionnaire hardly has any open ended questions which will help to understand the respondents better. A good quality questionnaire has a mix of both open and close ended questions but the present questionnaire focuses only on close ended question and hardly has open ended questions. This will help to provide information on the attitude but lacks to provide different reasoning’s and desires which has forced the respondents to act in a particular manner. Lack of transition question: Te survey lacks transition questions which will help the respondent to be better prepared regarding the changes that will be required. There are subsections with different headings to notify the respondents but lacks complete information with regard to transition questions (Oksenberg, Cannell and Kalton, 2001) Improper position of questions: Some of the questions especially in the popularity and social connection position are more difficult and relates to qualitative nature which is based on the feelings and perception of respondents. The questions should have been positioned later so that the respondents could have been better prepared. Inability to identify the incorrect sample space: The questionnaire has been designed in such a manner that people who don’t use Facebook will be identified at the end. This is an aspect which will result in wastage of time for both the person conducting the research and people undertaking the research. This requires certain modification and is important that the questionnaire is developed where if rejections and are to be made is done in the beginning which will happen only if it directly addresses the correct sample or rejects the one which is inappropriate. 2.4 Process to improve the Questionnaire The overall effectiveness of the questionnaire can be improved by using and inculcating the following in the questionnaire which has been designed Ensure that the questionnaire has open ended questions as it will enable the respondents to address their views and points which will thereby help to improve the understanding of the different underlying reasons for people using Facebook Having questions which have don’t know answers so that people taking part in the survey can answer the questions honestly and are will thereby improve the overall quality of the survey Rearranging the questions in a manner which ensures easy questions first followed by tougher questions. This should be accompanied by transition questions which will help the respondent to understand the next area that will be focused on. Ensure that the sample space when selected represents the correct user which can be achieved by having people decide in the beginning whether they use Facebook or not rather than addressing the same at the end. This will help to save precious time and effort and will help to ensure that the research is able to address the correct sample participants. 3.0. Sampling Plan to be used for the research This section analyzes the sampling plan which is going to be used by Jim for gathering different information from the respondents regarding the use and gratification of Facebook in Australian universities. This will thereby help to understand the manner in which different areas which attracts people towards Facebook can be identified and will help to broaden the overall learning style. The detailed sampling plan is as follows 3.1 Population Size The total population for the research is to understand the gratification and use of Facebook in Australian Universities which will thereby focus to cover all universities in Australia and the sample unit will be one University student. The prime reason for having a large population is to ensure that no section of the society is left out and the research represents the entire population. This will thereby help to ensure that the focus is provided in all directions and helps to gather information about the research from all respondents. 3.2. Sample Frame Sample frame further looks to break the entire population into smaller segment based on different groups and individuals based on the population that has been selected. The sample frame for the research will be students who are enrolled in Australian universities and take part in online surveys. Having a proper strata defined as the sample size will ensure that the questionnaire is directed towards the correct sample space and will help to increase the validity of the research. 3.3. Sampling Method The sampling method proposes the use of probability sampling method as the number of students in Australian Universities is unknown and using a probability sampling method will provide an opportunity to ensure that each and every section of the students is adequately represented. The sampling method will also use a process of random sampling method so that students can be selected randomly for the research and will ensure better selection of the respondents. The ability to have a linkage between the actual method and population will help to improve the validity of the research. The other reason for using random sampling method is that the research is to be carried over a specified group so it will be easy to ensure that the results which are generated in correct for the entire population. This will become possible only if the selected sample represents the entire population and provides the required framework to garner the correct results. 3.4. Sample Size The sample size for the research have been highlighted below which will be adequately represented by both males and females. The sample space will be chosen scientifically so that it adequately represents the entire population and helps the research to gather maximum possible information and data about the different responses that the respondents aim at (Fowler and Roman, 2002). The research makes an assumption that 50% of the respondents will participate in the survey and there are 100 students from each university which helps to calculate the sample error to be as ± Sample error % = 1.96 x √ (p*q)/n Where: p = 50% (% of the population taking part in survey) q = 50% (100 - p = population left) n = 1000 (estimated sample size) ± Sample error % = 1.96 x √ (50*50)1000 ± Sample error % = 1.96 x √ 2,500/1000 ± Sample error % = 1.96 x √ 2.5 ± Sample error % = 1.96 x 1.58 ± Sample error % = 3.1% or ± 3% n = z2 (pq)/ e2 Where: n = the sample size z = confidence level which is 1.96 p = estimated percent in the population q = 100 – p e = acceptable sample error expressed as a percent When working on the idea that z = 1.96, p = 50% of the population, q = 100 - 50% and e = ±3% n = 1.962(50x50)/32 n = 3.84(2500)/9 n = 9600/9 n = 1067 This therefore helps to calculate the sample size to be of 1067 candidates if 50% of the population takes part in the research and the error percent is 3% 3.5. Sample Validation This is important that the sample selected by Jim out of the total population represents the population. This will require that Jim while looking to select the sample from the population develops a way through which adequate representation of the population becomes possible. This will require high response and coverage so that the sample space is justified and helps to cover all universities (Campanelli, Channell, McAulay, Renouf and Thomas, 2004). The research will be carried on despite the fact that all information i.e. personal might not be correctly declared by all respondents will require proper validity and looking for the correct areas to ensure that the sample selected is correct and validated. 4.0 Online Surveys Online surveys are a method of collecting information for a research which is carried out based on the research requirements. Online surveys are mostly self administered surveys where the respondents themselves have to read the questions and answer and are not monitored. The most common form of online surveys is mail surveys but recently web based surveys are also gaining popularity and is aimed towards gathering maximum information from the respondent without monitoring the respondents The process of online surveys looks at gathering maximum information as the process is cheaper and provides an opportunity through which a larger section of the society can be attracted at a low cost. Jim can look towards either of the following mentioned ways while looking to collect information from different respondents through the process of online surveys Mail Surveys: This survey is cheaper and looks at sending mails to the different respondents. A good part about this survey is that the same questionnaire can be mailed to different respondents all over the globe and the information for the research can be gathered from all people (Borg & Borg, 2008). This method will be particularly impressive and perfect for Jim as the method is aimed towards a specific group and through the process Jim can look to address people who use Facebook. The only problem with the method is that the researcher is not present with the respondents which thereby makes it difficult to clear the doubts is any arises in the mind of the respondents. Web Survey: Another method which can be used by Jim is web survey where similarly to the mail process respondents have to fill the survey directly on the web. This is a new method which is gaining prominence and is less costly and provides an opportunity to reach to a large audience (Borg & Borg, 2008). The problem with the method is that it becomes difficult to gauge the authenticity of the respondent and might not attract a large number of respondents which a self administered questionnaire through a mail survey would. Both the method provides Jim with a different advantage and provides an opportunity to reach to a large number of audiences. Despite, the gaining popularity of the web based survey method Jim should use the mail survey method as it will help to satisfy the different needs and requirements of the respondents and will provide a clear framework through which maximum information can be gathered from the respondents. 4.1. Special Considerations for online surveys While looking to use online survey method Jim has to ensure proper designing and implementation process while looking to gather information from the respondents. This will require that Jim focuses on the following areas while looking to use online surveys for gathering information for the research Have a short questionnaire which covers all areas as the sample size is big and having a short survey will improve the validation of the survey (Mitchell and Jolley, 2008) The process should be simple and should not be time consuming so that the respondents are able to provide complete justification to the responses and as a result are able to attract maximum people towards the research Jim has to ensure that confidentiality and integrity is maintained of the different people filling the responses (Mitchell and Jolley, 2008). Care has to be taken that no information gets leaked and everything is kept confidential so that the respondents don’t find any objections to the different areas which they have replied The positioning of the questions should be such that it arouses interest of the user and is able to bring a change in their response. This should be matched by the fact that imagery should be included so that it creates an impression on the respondents and helps them to remember and be associated with the questions Proper pilot testing of the questionnaire should be done to that no problem arises when the questions are passed on to the respondents The statistical tabulation which is done should be large enough so that no single or individual entity can be singled out during the survey. Care has to be maintained to ensure that authenticity of the research and the process should be simple and easy to understand. The researcher i.e. Jim has to further ensure that while looking to gather information from the respondents has to provide the purpose of the research and the method through which the research will facilitate growth in the future. 5.0. Conclusion The report thereby highlights the different areas which Jim needs to focus on while looking to develop a questionnaire for a research. This will require the need of having more open ended questions and shortening of the questionnaire. With regard to the sampling process Jim needs to use the random sampling method where the sample size which is selected from the entire population should represents each group appropriately. This has to be matched by the fact that the sample space needs to address the required population and helps to gather maximum information through which proper information gets available. Jim further needs to use mail survey process which should be aimed at a large section of the society and since it is cheap it will ensure that the research can be aimed at a large section of the society. Further, the online survey method should be clear and unambiguous and should be able to clearly identify the questions across different groups. Further, care has to be taken to ensure that the personal information is preserved and maximum effectiveness can be garnered from the research so that maximum effectiveness can be gained from the research. 6.0. References Mitchell, M. and Jolley, J. 2008. Research Design Explained 2008. New York: Holt, Rinehart and Winston. Chapter 12: An introduction to survey research. 284-311. Borg, W. & Borg, M. 2008. Educational Research: An Introduction, Chapter 6. Population and sample. Belson, W.A. 2001. The Design and Understanding of Survey Questions, London: Gower. Campanelli, P., Channell, J.. McAulay, L., Renouf, A. and Thomas, R. 2004, Training: An Exploration of the Word and the Concept with an Analysis of the Implications for Survey Design, London: HMSO Campanelli, P., Martin, E., and Rothgeb, J. 2001. The Use of Respondent and Interviewer Debriefing Studies as a Way to Study Response Error in Survey Data, The Statistician, 40, 253-264 Fowler, F.J., and Roman, A.M. 2002. A Study of Approaches to Survey Question Evaluation, Final Report for U.S. Bureau of the Census, Boston: Center for Survey Research Oksenberg, L., Cannell, C., and Kalton, G. 2001. New Strategies for Pretesting Survey Questions, Journal of Official Statistics, 7, 349-365 Schwarz, N. and Strack, F. 2001. Context Effects in Attitude Surveys: Applying Cognitive Theory to Social Research, in W. Stroebe and M Hewstone (eds), European Review of Social Psychology, Vol. 2, Chichester, England: Wiley Tanur, J.M. and Fienberg, S.E. 2002. Cognitive Aspects of Surveys: Yesterday, Today, and Tomorrow, Journal of Official Statistics, 8(1), 5-17 Read More