***** PLEASE READ INSTRUCTIONS *********
Complete Attachment Below
For the first part of this week’s assignment you are going to consider some randomly chosen followers on Facebook and record key pieces of demographic information. This data will then be analyzed by creating several different charts and graphs.
The data needs to be properly analyzed because the information will be used for the second part of the assignment, which will also be completed this week.
Assignment Objectives:
- Understand how the statistical results from a sample can be used to represent the entire population.
- Relate Facebook to this course by realizing that your followers serve as an audience by consuming your content, whether the content is personal or professional.
- Analyze data by creating charts and graphs, which will then shed light on your target demographics.
Step One: Preparation
- Begin by completing the reading assignments from this week.
- Look over the Keynote lectures that are provided on the FSO platform.
- Review any additional material that relates to this assignment, including class activities, videos, etc.
- You will need Facebook to complete this assignment. In order to successfully complete this assignment, you will need a Facebook page or you will need to gain access to another individual’s Facebook page to gather data.
Step Two: Sample Facebook friends and analyze the data
- Select 100 friends randomly from your Facebook account. The friends must be chosen randomly in order for the sample to accurately represent the population.
Using the “Assignment 3 Part 1” Excel sheet provided, enter each person’s age, gender, and ethnicity on the “Data” tab.
On the “Your Demographics” tab, you will need to summarize this information by filling in all yellow cells. Once this is done you will create a bar graph for each variable (age, gender, and ethnicity).
Step Three: Submission Guidelines
- The “Assignment 3 Part 1” Excel template provided must be used to complete the assignment.
- Complete the Excel template file and upload to the FSO platform before the deadline.
Assignment Part 2: Facebook Audience
The second part of this week’s assignment will continue the discussion on your Facebook friends and require you to make several comparisons by looking at three demographic variables: age, gender and ethnicity.
You will have to consider your desired audience, actual audience and the general US population. In order to analyze this data you will need to use the results from Part 1. You’ll also need to consider US Census data, which is already given in the Excel file.
Once these comparisons have been made you will go into detail on your Facebook activity and come up with possible changes in order for you to push your target audience in the right direction.
Assignment Objectives:
- Discover the differences between your desired audience, actual audience and the general US population.
- Identify the shape of the age distribution by comparing the mean and median statistics (i.e. skewed left, skewed right, symmetric).
- Analyze the content that you provide on Facebook and decide if it’s reaching the right people by looking at online metrics.
- Consider social networking activity in general and determine whether or not Facebook is the main site you use.
Step One: Preparation
Begin by completing the reading assignments from this week.
Look over the Keynote lectures that are provided on the FSO platform.
Review any additional material that relates to this assignment, including class activities, videos, etc.
You will need Facebook to complete this assignment. In order to successfully complete this assignment, you will need a Facebook page or you will need to gain access to another individual’s Facebook page to gather data.
Step Two: Utilize the template provided to complete Part 2 of the assignment.
- Reviewing the Facebook data you collected in Part 1 of the assignment, you will make several comparisons by looking at three demographic variables: age, gender, and ethnicity.
Using the “Assignment 3 Part 2” Excel sheet provided, you will consider your desired audience, actual audience and the general US population. Part 1 will be your actual audience and the general US data is found in the Excel tab titled “General Population Demographics”.
Once these comparisons have been made, you will answer questions that look deeper at the Facebook content you provide. Are there changes that you can make in order to reach your desired audience?
>Data
ge
or F for Alone
Alone
You will need to randomly sample 100 of your Facebook friends and provide the following information: age, gender and ethnicity. Male Female White Asian Other Race Alone Two or more races Unknown Race )
5 points Median Age 5 points Black or African American Alone Native Hawaiian or Pacific Islander Alone Before making any calculations, answer Question #1 of what you think your Facebook audience looks like. PLACE YOUR GRAPHS HERE >Brand Goals
10 10 (Please explain in at least five sentences by comparing your numbers for all three variables.) 10 10 10 10 1 s
309,349,689 +/-27,325 +/-0.1 +/-0.1 +/-0.1 +/-0.1 +/-0.1 +/-0.1 +/-0.1 +/-0.1 +/-0.1 +/-0.1 +/-0.1 7.1% +/-0.1 +/-0.1 +/-0.1 +/-0.1 (X) (X) Total population 309,349,689 ***** 309,349,689 (X) +/-0.1 +/-78,458 +/-0.1 One race 300,951,321 +/-78,458 97.3% +/-0.1 +/-0.1 +/-0.1 0.8% +/-0.1 +/-0.1 +/-0.1 0.1% +/-0.1 0.0% +/-0.1 +/-0.1 +/-0.1 +/-0.1 0.8% +/-0.1 +/-0.1 +/-0.1 0.5% +/-0.1 +/-0.1 +/-0.1 0.1% +/-0.1 0.0% +/-0.1 0.0% +/-0.1 0.1% +/-0.1 4.8% +/-0.1 Two or more races 8,398,368 +/-78,458 2.7% +/-0.1 0.7% +/-0.1 +/-0.1 0.5% +/-0.1 0.1% +/-0.1 Turnitin Report Formatting Title Page Citation Outline
A
Gender
Ethnicity
Age- write the person’s age
Gender- write either M for
Male
Female
Ethnicity- refer to this chart
W
White
B
Black or African American Alone
H
Hispanic or Latino Alone
AI
American Indian or Alaska Native Alone
A
Asian
NH
Native Hawaiian or Pacific Islander Alone
O
Other Race Alone
2
Two or more races
U
Unknown Race
Fill in the chart on the left using the specified letters and numbers that are stated above.
This part of the activity is worth 10 points.
Once you are finished follow the steps on the next tab of the Excel file.Your Demographics
Gender (in %)
Ethnicity (in %)
Median Age
Black/ African American
Hispanic/ Latino
American Indian/ Alaska Native
Native Hawaiian/ Pacific Islander
Question #1 (
5 points
What do you think your Facebook audience should look like based on the content you provide?
Age Range Categories (15 points)
Frequency
Percent
5 to 9 years
Mean Age
10 to 14 years
15 to 19 years
20 to 24 years
25 to 34 years
35 to 44 years
45 to 54 years
55 to 59 years
60 to 64 years
65 to 74 years
75 to 84 years
85 years and over
Gender (5 points)
Male
Female
Ethnicity (15 points)
White Alone
Hispanic or Latino Alone
American Indian or Alaska Native AloneAsian Alone
Other Race Alone
Two or more races
Unknown Race
Using the results from the Data tab, please provide the statistics in the tables on the left. All cells highlighted in yellow need to be filled in.
Note: The frequency will count how many times a particular category appears. For example, if you have 34 Facebook friends that are males the frequency would be 34. When finding the frequency try using the COUNTIF function in Excel.
Once you have these tables filled in, create a bar (or column) graph for age, gender and ethnicity. Each graph should use either the frequency or percentage (not both) and you should include proper titles for the x-axis and y-axis.
(40 points)2
Gender (in %)
Ethnicity (in %)
Question #
Points
Median Age
Male
Female
White
Black/ African American
Hispanic/ Latino
American Indian/ Alaska Native
Asian
Native Hawaiian/ Pacific Islander
Other Race Alone
Two or more races
Unknown Race
1
5
What do you think your Facebook audience should look like based on the content you provide?
2
10
What are your actual demographic breakdowns?
(Use the results from Part I of the assignment.)
3
What are the demographic breakdowns for the US population? Use data from “General Population Demog” tab.
(If you believe a value isn’t there, just leave it blank.)
4
Compare your answers for Questions 1 and 2. Are they similar or drastically different?
(Please explain in at least five sentences by comparing your numbers for all three variables.)
5 10
How do your actual demographic breakdowns (Question 2) compare with the general US population (Question 3)?
6
Looking at your data from Part I of the assignment, compare the mean and median age of
your audience. What does this suggest about the age distribution? Is it symmetric, skewed left,
skewed right? (A couple of sentences are needed.)
7
How often do you use Facebook in a typical week? Is there a specific time of day where your activity is highest?
How many friends do you have total? (Please explain in at least five sentences.)
8
In at least five sentences, describe the content that you typically provide on Facebook.
9
Is Facebook the main social networking site that you use to reach your audience?
If not, what is the site you use the most? (Please explain in at least five sentences.)
10
15
List three things that you can do in order to have your actual demographics (Question 2) match up closely with
your expected demographics (Question 1). Each item needs to be at least five sentences.
2
3
General Population Demographics
DP05: ACS DEMOGRAPHIC AND HOUSING ESTIMATES
2010 American Community Survey 1-Year
Estimate
Supporting documentation on code lists, subject definitions, data accuracy, and statistical testing can be found on the American Community Survey website in the Data and Documentation section.
Sample size and data quality measures (including coverage rates, allocation rates, and response rates) can be found on the American Community Survey website in the Methodology section.
Although the American Community Survey (ACS) produces population, demographic and housing unit estimates, for 2010, the 2010 Census provides the official counts of the population and housing units for the nation, states, counties, cities and towns.
Subject
United States
Estimate
Estimate Margin of Error
Percent
Percent Margin of Error
SEX AND AGE
Total population
309,349,689
*****
(X)
Male
152,089,450
+/-27,325
49.2%
+/-0.1
Female
157,260,239
5
0.8%
Under 5 years
20,133,943
+/-20,568
6.5%
5 to 9 years
20,391,459
+/-54,285
6.6%
10 to 14 years
20,768,341
+/-48,894
6.7%
15 to 19 years
22,104,183
+/-37,994
7.1%
20 to 24 years
21,662,830
+/-39,859
7.0%
25 to 34 years
40,972,083
+/-42,185
13.2%
35 to 44 years
41,192,328
+/-30,977
13.3%
45 to 54 years
44,929,033
+/-32,011
14.5%
55 to 59 years
19,682,686
+/-52,641
6.4%
60 to 64 years
17,079,278
+/-53,099
5.5%
65 to 74 years
21,854,035
+/-15,215
75 to 84 years
13,019,050
+/-30,772
4.2%
85 years and over
5,560,440
+/-29,266
1.8%
Median age (years)
37.2
RACE
One race
300,951,321
+/-78,458
97.3%
Two or more races
8,398,368
2.7%
White
229,397,472
+/-133,343
74.2%
Black or African American
38,874,625
+/-51,551
12.6%
American Indian and Alaska Native
2,553,566
+/-28,633
Cherokee tribal grouping
285,476
+/-9,644
0.1%
Chippewa tribal grouping
115,859
+/-5,703
0.0%
Navajo tribal grouping
308,013
+/-10,256
Sioux tribal grouping
131,048
+/-5,777
Asian
14,728,302
+/-30,199
4.8%
Asian Indian
2,765,155
+/-34,951
0.9%
Chinese
3,456,912
+/-45,417
1.1%
Filipino
2,512,686
+/-31,108
Japanese
774,600
+/-19,342
0.3%
Korean
1,456,076
+/-33,126
0.5%
Vietnamese
1,625,365
+/-33,841
Other Asian
2,137,508
+/-45,472
0.7%
Native Hawaiian and Other Pacific Islander
507,916
+/-9,515
0.2%
Native Hawaiian
157,029
+/-9,383
Guamanian or Chamorro
72,807
+/-6,150
Samoan
114,796
+/-9,654
Other Pacific Islander
163,284
+/-11,612
Some other race
14,889,440
+/-118,731
White and Black or African American
2,028,521
+/-36,363
White and American Indian and Alaska Native
1,705,454
+/-23,202
0.6%
White and Asian
1,558,860
+/-28,658
Black or African American and American Indian and Alaska Native
289,341
+/-14,507
Data are based on a sample and are subject to sampling variability. The degree of uncertainty for an estimate arising from sampling variability is represented through the use of a margin of error. The value shown here is the 90 percent margin of error. The margin of error can be interpreted roughly as providing a 90
percent probability that the interval defined by the estimate minus the margin of error and the estimate plus the margin of error (the lower and upper confidence bounds) contains the true value. In addition to sampling variability, the ACS estimates are subject to nonsampling error (for a discussion of nonsampling variability, see Accuracy of the Data). The effect of nonsampling error is not represented in these tables.
For more information on understanding race and Hispanic origin data, please see the Census 2010 Brief entitled, Overview of Race and Hispanic Origin: 2010, issued March 2011. (pdf format)
The ACS questions on Hispanic origin and race were revised in 2008 to make them consistent with the Census 2010 question wording. Any changes in estimates for 2008 and beyond may be due to demographic changes, as well as factors including questionnaire changes, differences in ACS population controls, and methodological differences in the population estimates, and therefore should be used with caution. For a summary of questionnaire changes see http://www.census.gov/acs/www/methodology/questionnaire_changes/. For more information about changes in the estimates see http://www.census.gov/population/www/socdemo/hispanic/reports.html.
While the 2010 American Community Survey (ACS) data generally reflect the December 2009 Office of Management and Budget (OMB) definitions of metropolitan and micropolitan statistical areas; in certain instances the names, codes, and boundaries of the principal cities shown in ACS tables may differ from the OMB definitions due to differences in the effective dates of the geographic entities.
Estimates of urban and rural population, housing units, and characteristics reflect boundaries of urban areas defined based on Census 2000 data. Boundaries for urban areas have not been updated since Census 2000. As a result, data for urban and rural areas from the ACS do not necessarily reflect the results of ongoing urbanization.
Source: U.S. Census Bureau, 2010 American Community Survey
Explanation of Symbols:
1. An ‘**’ entry in the margin of error column indicates that either no sample observations or too few sample observations were available to compute a standard error and thus the margin of error. A statistical test is not appropriate.
2. An ‘-‘ entry in the estimate column indicates that either no sample observations or too few sample observations were available to compute an estimate, or a ratio of medians cannot be calculated because one or both of the median estimates falls in the lowest interval or upper interval of an open-ended distribution.
3. An ‘-‘ following a median estimate means the median falls in the lowest interval of an open-ended distribution.
4. An ‘+’ following a median estimate means the median falls in the upper interval of an open-ended distribution.
5. An ‘***’ entry in the margin of error column indicates that the median falls in the lowest interval or upper interval of an open-ended distribution. A statistical test is not appropriate.
6. An ‘*****’ entry in the margin of error column indicates that the estimate is controlled. A statistical test for sampling variability is not appropriate.
7. An ‘N’ entry in the estimate and margin of error columns indicates that data for this geographic area cannot be displayed because the number of sample cases is too small.
8. An ‘(X)’ means that the estimate is not applicable or not available.
This data comes from the U.S. Census Bureau
Retrieved from:
http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
on 3/26/13
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