Cosmopolitan
Answer 1: When a scientific examination is conducted for a given population by compiling data or information from a sample that is chosen from the given population and is presumed to have similar characteristics as that of the population, thereafter analyzing the data using statistical tools and techniques, is the population definition of survey.
Sampling frame used was the female readers of Cosmopolitan magazine.
It was found that the sample distribution of female readers of the magazine was diverse and varied hence it was considered to be the best possible representation for the American women for the survey.
It would have been better if a statistically proven sampling technique was implemented for better representation of the population.
Answer 2: Sample was not the representative of the Cosmopolitan audience as the magazine also has male readers. But it could be considered as a representative sample of the American female population because of its size (106000) and geo-demographic diversity. There might have been females who do not read Cosmopolitan and have not been considered in the survey, but assuming that they must have some similar geo-demographic characteristics with that of the huge sample size, the sample is assumed to be representative sample of American women. It would have been more authentic if sampling was done based on these geo-demographic differences.
Answer 3: Diversity and representation are two different terms that describe a sample. The representativeness of a sample is based on the objective of the survey and the population considered. Diversity is an essential component for a sample to be representative. The magazine could have opted for more scientific approach like stratified sampling technique. The population could have been divided on the basis of age, education or profession. Further samples could have been derived from those subsets.
Answer 4: It was evident from the case that in this survey Convenience Sampling Method was used.
Advantages of Convenience Sampling Method
Disadvantages of Convenience Sampling Method
No the resulting sample will not be adequate for extrapolating to the readership of other similar magazines because of varying population and hence sample frame characteristics. It can be extrapolated to the female readers of the magazine who did not respond. They key measures were biased only towards the magazine readers.
Answer 5: The questionnaire was long that consisted of 79 multiple choices questions. The respondents might lose their interest in answering the questionnaire till the end. The questions were created and compiled by the Cosmopolitan editors and not by any agency or person specialized in conducting research. The structure of the questionnaire is not clear as personal information and demographic information was put under one heading “personal background”. The way of collecting back the responses at the expense of the reader was not justified. The task of interpretation was given to someone who had expertise in behavioral writing and authoring.
To mitigate such problems in future they can outsource expertise in questionnaire designing, checking the validity and reliability of the questionnaire by scientific method followed by appropriate methods of collecting response. The interpretation should be done by a specialized researcher who could interpret the statistical results obtained after the data analysis.
Remunerating the respondents would not have reduced the severity of any of the above mentioned problem because the major loophole was in the data collecting instrument and data interpretation.
Answer 6:
Survey Proposal Design( Broad Outline)
Introduction
Body of the proposal
CASE 2.5 Cosmopolitan Magazine 373 CASE 2.5 cOSMOPOLITAN MAGAZINE Surveys are often sponsored and...
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