CCI 150 1st Edition Lecture 19Outline of Last Lecture I. News ContinuedOutline of Current Lecture I. ResearchCurrent LectureI. Research1.) Two types of Research:-Primary is research you did yourself: Survey, poll, focus group, interview, content analysis.- Secondary is research done by others. You can get useful data from census, government records, other companies, libraries. 2.) Conducting a census: We all know that the U.S. government conducts a census every 10 years, but the word ‘census’ means more than just that. Conducting a census means polling EVERY PERSON in a given population. 3.) A census is good because it could be 100% accurate if every person responds and gives you a true answer. A census is difficult because it’s nearly impossible to poll everybody, it’sexpensive, and it takes too long. 4.) If you can’t do a census then you can conduct a survey from a SAMPLE of the population. That is you can poll just a few people. Can be just as accurate!5.) There are two types of sampling: Convenience sampling and probability (scientific) sampling6.) Convenience Sample: means polling an audience that is easy to find – convenient. -Man on the street interviews-online polls YOU choose to complete-telephone polls YOU choose to complete7.) Probability Sampling:-Probability sampling means taking a poll of an audience in a scientific way-It is also called RANDOM sampling-It means that EVERY person in a given population has an EQUAL chance of being chosen to participate. These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.-Probability sampling is more accurate than convenience sampling.-It is reliable – meaning if you do the same poll again you’ll probably get similar results.-Most surveys are done this way – especially if the results are important. 8.) Why is random sampling so good? Everyone has the same chance of being chosen and it’s almost as accurate as a census.9.) Sample Size: It’s hard to get a truly random sample. So the more people included the more accurate results. SO the bigger the sample size the more accurate the results. 10.) The Magic Number: Means the number of people you have to survey to be representative of ANY size population. In a truly random survey, just 384 people can be 95 percent accurate for ANY size population – even for the whole world! *As the sample size goes up the margin of error goes down*11.) The problem: Getting a good sample size is REALLY hard. Even the pros don’t agree on the results sometimes. You can be 100 percent accurate only with a census. So any sample survey must have MARGIN OF ERROR. Margin of error means how likely it is to be wrong. 12.) Margin of error: means how likely a survey is to be wrong. It is usually stated as ‘plus or minus’. 13.) In a survey, Candidate Joe has 47 percent of the vote. Candidate Mary has 53 percent of the vote. The margin of error is +/- 5. Can you tell who is going to win? You can’t really tell who is going to win. This is called a statistical tie!!14.) There are tons of surveys out there, but not all are good. Here are things to look for to see if it is a good survey:-How many people were interviewed and how were they selected? (Sample size, and random sample)-When was it taken? (Poll taken right before an election would be more accurate)- Who paid for it? (Could the company have a bias?)- What’s the margin of error? (If they don’t have one at all, REALLY bad)-How was it conducted? - How were the questions worded and in what order? (Instrument design- way survey is done- telephone, online, paper, etc.) 15.) Exit Polls: asking you how you voted as you exit the poll. -Happen with most major elections-Try to predict the outcome-If done correctly, can be very accurate.-This is done by Voter News Service for several news organizations.-The pollsters collected data only. Media outlets interpreted it. 16.) ***What is your total family income?*** is likely to be the last question on a survey because it makes people uncomfortable and turned off from the survey. 17.) Quantitative vs. Qualitative research:-The research we’ve talked about so far is about numbers. Quantitative (like quantity)- Qualitative is not number driven (like quality) 18.) Focus Groups:-A small group of people (6-10) who give a researcher their opinions.- Not helpful for numbers- Can be very helpful for ideas- Often used as a starting point before doing quantitative (numbers) research.-Ethnographies (Chi-Chi’s restaurant as a fun family destination) are qualitative, too. (Different type of qualitative research) You go somewhere where people are actually using the product or service and gather data from them, verses bringing them to you in a focus