How does a company know if they are doing well? If they sell products they can see if they are doing well by how many products they sell. But for the media, there are several ways to analyze how well the program or channel is doing. They can send out polls, surveys, use Nielsen, Arbitron, Gallup, Pew, Harris, samplings, and audits. Out of all of these ways to measure how well the media is doing, I believe that probability sampling is the most effective way to get accurate answers. Probability sampling is where a certain select amount of people are taken and asked questions; and then they can be used to accurately estimate for a larger number of people. I believe that it is the most effective because there are only four factors that have to be dealt with; sample size, sample selection, margin of error, and confidence level. Also there is the magic number of 384, which is that no matter how many people you ask, if you ask only 384 you will get 95% with a 5% margin of error. This makes taking the surveys much easier. This number helps break down large populations to get the most accurate results.
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