¶ … social media vis-a-vis advertising and marketing firms. The idea is that participants will help provide data and narrative regarding how successful or unsuccessful companies, marketing firms, advertising agencies and other organizations have been using social media (Twitter, Facebook, YouTube, and others).
What is the anticipated sample size of this survey: what number would be appropriate in putting this material out for responses? How will the number of firms / participants be determined? (Answers: for any credible results regarding a question like this there should be an attempt to survey 200-300 participants because in any survey only a fraction of those approached will agree to cooperate, so there may be only 80 to 100 -- if that -- in agreement to participate. The number will be determined by the accessibility of potential participants.
Explain the demographic variables (age, gender, ethnicity, education etc.): (Answer: there are approximately 133,382 ad and marketing agencies in the U.S., according to Manta, and within that number there are 7,701 radio, TV and publishers' ad representatives; so age, gender, ethnicity and education are not relevant categories. What aspects are indeed relevant include the number of clients that the ad and marketing agencies have, the percentage of their revenue that is invested in social media, and how recently they have been marketing their products and services on social media).
What population does the sample belong to? (Answer: what is relevant here is the demographics of the visitors to specific social media sites, that may or may not be interested in the products and services offered through the marketing / ad agencies. Also, it is relevant to survey other agencies and brands that market on the specific site that is being targeted by the agency that is being surveyed).
Recruitment: How do you plan to recruit participants? Will all recruited firms be listed? (Answer: A verifiable list of agencies -- ad and marketing firms, plus in-house agencies for corporations, radio and television and newspaper companies -- needs to be compiled, with correct names of appropriate contact people, addresses, phone numbers for follow-up. Then a concentrated recruitment effort needs to be launched with an attractive, compelling, interesting and professionally-done solicitation needs to be mailed snail-mail and through the Internet. Those participants that follow the instructions and compete the survey will be included in the final study results.
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