Is Audience analysis Measurements Principles and Techniques effective?

There are many methods to measure audience analysis, but not all the results obtained by these methods are accurate enough to utilize the data that has been attained. One method that is usually very accurate when conducted right is probability sampling. According to the book The Media of Mass Communication by John Vivian, probability sampling is that everyone in the population being surveyed has an equal chance to be sampled. This method of measuring audience analysis is unbiased compared to the other methods mentioned in the book because it is essentially random. One does not sign up for it, they get chosen randomly, so everyone has an equal chance at being a part of the survey. Within probability sampling there are four components that make up this method. The first is sample size. Sample size is very important when conducting a survey. Having the proper sample size will make the survey more accurate. The next component is sample selection. The sample selection is the process of choosing whom to interview. With probability sampling everyone has a fair chance to get chosen to take part in it. Another important component is margin of error. For surveys to be completely accurate everyone in the population should be interviewed but that takes time and money to do. So researchers must come up with a margin of error (percentage that a survey may be off mark) in order to come up with a close to accurate answer. The last component is confidence level, which is the degree of certainty that a survey is accurate. Determining whether the confidence level needs to be higher or the margin of error needs to be lower must be able to correspond with the number of people being surveyed. This method compared to the others is the most accurate in results, but only when all of these components are taken into consideration.