Uses and Gratification of Facebook - Research Paper Example

Executive Summary The report on “Uses and Gratification of Facebook” on students in Australian Universities shows signs of important implications for Darren. An analysis of the report highlights that Darren has to bring certain changes in the questionnaire which can be rightly achieved by having more open ended questions and reducing the length of questionnaire to 3 to 4 scrolls. The population size for the research has been decided as the students in Australia of which a sample of 860 students will be selected on basis of random sampling. Darren has to take special care to ensure that the sample so selected represents the entire population and the sample research so obtained is unbiased. This process has to be followed by mail surveys as it will ensure lower cost and higher reach. The process of mail surveys has to be done with utmost care to ensure the mail reaches the correct sample space, with less bulky and easily readable files. Thus, by working critically on different areas Darren will certainly be able to collect valuable information based on which the research being carried out on “Uses and Gratifications of Facebook” will provide optimize benefits and provide a direction to answer the research questions in a better way. This has to be matched by the development of a system which will look to intensify the pleasure for the different people participating in the survey and creates the required scope through which the desired result can be achieved from the research. Table of Contents Introduction 3 Analysis of Questionnaire 3 Strong Points about Questionnaire 3 Weak Points about Questionnaire 4 Process to improve the Questionnaire 5 Sampling Plan to be used for the research 5 Population Size 6 Sample Frame 6 Sample Size 6 Sampling Method 6 Sample Validation 6 Online Surveys 7 Special Considerations for online surveys 7 Increase the response rate 8 Qualitative Research Design 8 Conclusion 8 References 10 Introduction To gain maximum advantage from a survey it is of prime importance that the questionnaire is developed in a correct manner, circulated to the correct sample space, sample size should be appropriate and method of collection of feedback is adequate. This report analyses a questionnaire which has been prepared to identify the manner in which Facebook is used by Australian students. This research will help to understand the various important factors through which Facebook can attract more users towards it. The report mainly looks to examine the manner in which questionnaire should be drafted by analyzing a questionnaire which has already been drafted. Other key factors which the report throws light are identification of population size, selection of best sample, sampling methods and other important aspects of sampling and finally considering the different aspects which has to minutely studied for preparation of an online questionnaire. Thus in a nutshell the report will help in increasing the effectiveness and efficiency of research which will ultimately help to identify a path through which better results shall be obtained in an easier way. Analysis of Questionnaire Designing of a correct questionnaire is an important element to carry out the research. The questionnaire which has already been designed for the research by the name “Uses and Gratification of Facebook” highlights the different questions to be asked across the sample space. The questionnaire has a set of 26 questions which mostly focuses on close ended questions as open ended questions merely asks for numbers and thereby won’t be lengthy and will be short and precise. The questionnaire has been segmented into different sections like self expression, social investigation, social media, social connection, popularity and respondent information to focus on different points and provide a better understanding of the same. Further the questionnaire is a structured questionnaire as it clearly highlights the different areas and questions which are to be asked to the respondent. The same format is forwarded to all respondents making it easier to evaluate and ensuring that all respondents are measured in an unbiased manner with same parameters (Belson, 2001). A striking feature of the questionnaire titled “Uses and Gratifications of Facebook” is that the questionnaire tends to use a sequence of close ended questions which is mostly used for research, familiar questions and limited variances in responses thus helping the respondents to complete the questionnaire and survey in an effective manner. Strong Points about Questionnaire Analyzing the questionnaire titled “Uses and Gratifications of Facebook” highlights the following strong points Structured form of questionnaire: The questionnaire has been designed in a structured format which is mostly used as a means to carry out research and is aimed to understand the nature of some group acting as a complement for a previously carried out exploratory research. It helps to identify the attitude of a large population and thus ensuing to provide valuable information and provide better results. (Taylor and Lynn, 2008). Clear identification of research objective: The questionnaire has been so drafted that it provides the respondent a clear understanding of the objective of the research. This indeed helps the respondents to respond in an unbiased manner and help them to understand the parameter on which they need to respond (Taylor and Lynn, 2008).Clear identification of the research objective will further ensure that incorrect sample gets rejected very onset thus saving time for both the surveyor and the respondents. Arranging into separate sub-themes: The questionnaire has been arranged into separate sub-themes where each section clearly highlights its purpose. Different sections that has been highlighted in the questionnaire which are self expression, social investigation, popularity, social connection, social media and respondents information which helps the respondents to understand that the survey is all about information need and unbiased in all manner. Clear, Simple & Specific Questions: The very fact that the questionnaire will be passed to the respondents and no interviewer will be present during the filling of the questionnaire, the questionnaire has thus been designed in simple, clear and with specific questions to ensure maximum information in a correct manner (Yu and Cooper, 2003). This objective has been ensured in a very minute way so as to make the respondents understand the questions with ease and direct their responses towards a specific direction. Each questions measures one thing: Each questions in the questionnaire have been drafted and formulated with an objective to measure a single variable thus ensuring no ambiguity and discrepancy in the minds of the respondents and enable them to provide correct responses. (Yu and Cooper, 2003). Questions are free from ambiguity: Each question ensures that it has no double or hidden meaning and it seeks to only ensure highest level of information from the respondents. The same is being supported by the fact that questions are very specific and ensure better understanding and no ambiguity to the respondents. Proper sequencing of questions: The questionnaire has been drafted in a sequential and coordinated manner focusing on single objectives. This will help the respondent to understand the different aspects of the questionnaire and ensure timely and unbiased responses. Weak Points about Questionnaire The questionnaire named “Uses and Gratification of Facebook” is a sound one but it still has certain areas of concern which need to be focused more minutely. The same is discussed as follows. Lack of open ended question: The questionnaire lacks much of open ended questions which helps to understand the respondents in a better manner. A questionnaire with appropriate mix of both open ended and close ended questions provides better understanding of the respondents. This questionnaire hardly has any open ended questions and is more incline towards close ended questions which will provide valuable information but fail to provide different reasoning’s and desires of the respondents to act in a particular desired manner. Lengthy: Short and precise questionnaire are mostly preferred by respondents. In case the research is carried out through print media like paper filling then respondents prefer to respond the questionnaire with concentration if the same is drafted in a short precise manner. However here we see the questionnaire being a bit lengthy which should be shortened to achieve maximum positive responses. Large number of questions: An appropriate questionnaire is one which has a maximum of 15-20 questions drafted in a sequential manner to avoid paucity of time and loss of interest (Yammarino, Skinner and Childers, 2001). This aspect has been slightly ignored in the current questionnaire and need to be corrected to ensure that the respondents have high degree of zeal and enthusiasm while filling the questionnaire. Inability to identify the incorrect sample space: The questionnaire has been drafted in a manner where people who don’t use Facebook are identified at the extreme end which will ultimately lead to wastage of time for both the surveyor and the respondent. This has to be rightly corrected to ensure rejection of the sample at the very begging in order to gain maximum positive responses. Process to improve the Questionnaire The effectiveness of the questionnaire can be more improved by following and inculcating the underlined points in the designed questionnaire. The questionnaire should include open ended questions as it will provide the respondents view points and ensure to improve and understand the different underlying reasons for people using Facebook. The length and number of questions should be reduced without hampering the objective of survey so that people can complete the questionnaire in less time and maximum participation is ensured. The questionnaire should firstly ensure selection of right sample space by deciding at the very beginning whether the respondent uses Facebook or not and then followed by other questions to seek valuable questions than to waste time by addressing the same at the end. Sampling Plan to be used for the research This section focuses on the sampling plan to be used by Darren for conducting a survey and gathering valuable information from the respondents regarding the use and gratification of Facebook by students in Australian universities. It will help to identify how different users are attracted towards Facebook and broaden the overall learning. The detailed sampling plan is discussed as under. Population Size The number of people using Facebook all around the globe represents the total population however since the research is restricted to Australia the population size is thereby restricted to Australia only. Having a large population ensure that no section is left out and the research gives correct results. This will help to ensure that the correct section of the society is chosen and will ensure proper representation of all. Sample Frame Sample frame aims to break the entire population into smaller segments based on different groups and individual criteria representing the entire population. The sample frame here will be the students of Australian universities and uses Facebook. The sample frame helps to ensure that questionnaire is directed towards the correct sample space and will help to increase the validity of research. This will also ensure that every section of the society is adequately represented and will act as a process of ensuring better research findings. Sample Size The sample size should be selected in a scientific manner so that it represents the views of the entire population and help to gather maximum information in an unbiased manner (Schaefer and Dillman, 2008). This will require that the sample size is correct and helps to carry out the research without any objections and can be used similarly in the future. The sample size for this research is decided to be 860 students from Australian universities using Facebook, care has to be taken that while selecting the sample it represents the entire population and no specific group dominates the research and skew the results of the research. Sampling Method Random sampling method will be best suited for this research as it will provide an opportunity to all students of Australian universities a fair chance of being selected. Since the sample frame here is the students of Australian universities using Facebook, random sampling will help to select the correct population and identify the correct research results. Another reason for using random sampling method is that the research is to be carried over a specified group and further it will be easy to ensure that the results so generated out of research are unbiased and correct. Sample Validation Sample validation is an important criteria and Darren has to ensure that the sample so selected represents the entire population. This can be adequately achieved by ensuring that the sample has a proper mix of male and female participants in a mix of 50% each. In a similar way other ethnic groups which are part of the total population should be adequately represented (Bachmann, Elfrink and Vazzana, 2006). This will certainly help the research to be carried in a fair manner and achieve maximum positive results from the same which will represent the view of entire population. Online Surveys Online surveys have gained much popularity in the recent times due to its larger reach and low cost. These are mainly self monitored by the respondents themselves and mail surveys are the most common of them. Mail surveys are able to gather maximum information from respondents without monitoring the respondents. Darren may consider either of the following mentioned ways to collect valuable information through the process on online surveys in a cost effective manner. Mail Surveys: This survey is cost effective and requires sending of mails to different respondents. A good part of this technique is that questionnaire can be mailed to respondents all around the globe to gather valuable information cheaper and looks at sending mails to the different respondents (Kiesler and Sproull, 2006). This method will be most effective for Darren as it aims at specific group and Darren can mail the questionnaire to address people who use Facebook. The only problem that exists is absence of researcher to clear any doubts of respondents. Web Survey: Web survey can also be used by Darren where the respondents have to directly fill the survey on web, however the only problem that exists here is that it becomes difficult to gauge the authenticity of respondents and would attract a lower number of respondents than through a mail survey. Thus we find both techniques have their own merits and demerits. It is more recommended for Darren to opt for mail survey as it will provide a clear framework and help in gaining maximum valuable information. Special Considerations for online surveys Darren has to consider certain important aspects while collecting information via online survey which has been discussed as under. The questionnaire being attached to survey should not be bulky and should be easily readable. Further proper space should be provided for respondents to express their views. The process should be clear, simple and less time consuming in order to enable the respondents to answer the questions easily. This will thereby help to ensure that the best results can be achieved and will thereby multiply the effectiveness of the research Confidentiality and integrity has to be maintained by Darren in order to make the respondents friendly and ensure no objections from the respondents (Mitchell and Jolley, 2008). Darren has to ensure that authenticity of the research is maintained and the statistical tabulation should be large enough so that no individual entity can be singled out during the survey. Darren has to ensure that he communicates the respondent about the purpose of the report and the method through which research will facilitate growth in the future. Increase in response rate To ensure that the response rate for online survey increases Darren needs to aim towards the following Correctly selecting the targeted audience so that the students responding to the survey are correctly attracted Having an online survey which is short and not lengthy. This will help to ensure that the appeal of the survey is positive and will help to generate positive atmosphere Ensure simple, direct and small questions so that the people are able to respond positively towards the survey Look to have a proper mix of students so that attractiveness towards the survey increases and thereby multiplies the value of the survey Qualitative Research Design The survey should be such that it looks to attract people towards the survey. This can be ascertained by having a single questions being flashed on the screen and when the customer fills the first question than the customer is moved to the next one. Apart from it if a single questionnaire is attached then it should ensure that 3 to 4 scrolls are enough to cover the entire survey. In addition to it the color, style of writing, the gap space between lines and all should be such that it should be pleasing and should look towards attracting more and more people towards the survey. The entire survey should maximize the pleasure for the person filling the survey and should be able to attract people based on different dimensions. Conclusion The report highlights the different areas Darren has to focus while drafting the questionnaire. The questionnaire requires more open ended questions and shortening of the entire questionnaire to maximum 15-20 questions instead of present 26 questions. Random sampling method will be most suitable for Darren where each entity of the entire population will be given a fair chance of being selected. Darren should further go for mail survey process due to its cost effectiveness and higher reach. Further the online survey method should be unambiguous, clear and unbiased. Darren has to further take care that confidentiality is maintained. By doing so the research has fair chances of giving the most valuable information that the research seeks for and further will be useful in future correspondence. This will thereby help to ensure that the result can be used for future research and will help to maximize the manner in which different decisions are taken and will ensure maximum productivity from the research and help to answer the required questions that have been posted. References Belson, W.A. 2001. The Design and Understanding of Survey Questions, London: Gower. Bachmann, D., Elfrink, J. and Vazzana, G. (2006). Tracking the Progress of E-mail Versus Snail Mail. Marketing Research 8 (3), 31-35. Fox, R., Crask, M. and Kim, J. (2008). Mail Survey Response Rates: a Meta-Analysis of Selected Techniques for Inducing Response. Public Opinion Quarterly 52(34), 467-491 Kiesler, S. and Sproull, L. (2006). Response Effects in the Electronic Survey. Public Opinion Quarterly 50 (16), 402-413. 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. Schaefer, D. and Dillman, A. (2008). Development of a Standard Email Methodology: Results of an Experiment. Public Opinion Quarterly 3 (62), 378-390. Taylor, S, and Lynn, P. (2008). The Effect of a Preliminary Notification Letter on Response to a Postal Survey of Young People. Journal of the Market Research Society 2 (40), 165-178. Yammarino, F., Skinner, S. and Childers, T. (2001). Understanding Mail Survey Response Behavior. Public Opinion Quarterly 55, 613-639. Yu, J. and Cooper, H. (2003). A Quantitative Review of Research Design Effects on Response Rates to Questionnaires. Journal of Marketing Research 20, 36-44. Read More