Methodolgy

The researcher used an online survey to collect data from graduate students in Chicago and the surrounding suburbs. The core purpose of this quantitative research study was to investigate the factors that influenced the decisions graduate students made when selecting a university at which to pursue a graduate program in Chicago and the surrounding suburbs. There was emphasis on two factors. The first factor was social media and the second was the university’s website.

Delice (2010) stated quantitative surveys are most effective in evaluating phenomena that are expansive in scope over a short period of time. Draugalis and Plaza (2009) added that quantitative survey research has the capacity to capture characteristics of the phenomenon from a sample and adequately attribute the same characteristics to the entire population. Moreover, quantitative surveys offer a look into the attributes of the phenomenon from the perspective of members of the population affected or influenced by the phenomenon under investigation (Latham & Baldes, 1975). Toward that end, the quantitative survey research approach was chosen to ensure the researcher met the obligations as set out in the objectives section of Chapter 1.

Survey respondents for this particular research study on the influence of social media and the university’s website on graduate students’ choice of a university were male and female students who were 18 years old and older. Convenience sampling was used in the present study. With regard to the size of the sample, according to Zip Atlas (2016), the number of graduate students in Chicago and the surrounding suburbs in 2016 was estimated at 180,581 based on the statistical analyses proposed to determine the minimum sample size targeted in this study.

Necessary Sample Size = (Z-score)² * StdDev*(1-StdDev) / (margin of error)².

The researcher chose a 95% confidence level, .5 standard deviation, and a margin of error (confidence interval) of +/- 5%. After applying the formula ((1.96)² x .5(.5)) / (.05)² =384.16 it was determined that 385 respondents were needed. The researcher chose an appropriate sample size, which was 420 participants in case of missing responses.

According to Barreiro and Albandoz (2001), the term population in research is used to describe a group of people affected by the phenomenon under investigation. Moreover, the population is the individuals or parties to whom the research results matter or have implications based on their various attributes. The target population for the current study was graduate students who had joined universities within Chicago and the surrounding suburbs. To that extent, the population consisted of graduate students who registered at universities and submitted applications to various universities in Chicago and the surrounding suburbs.

Consequently, the focus of the research was the population of graduates who successfully secured admissions in the universities. Moreover, the researcher chose to focus on fresh graduates who enrolled in universities because they had a fresh memory of the application process that led to their admission (Teddlie & Yu, 2007). Further, the advantage of focusing on graduates who had recently been enrolled was informed by the intention of not dashing the hopes and dreams of similar students who applied to such institutions and were not accepted for admission for any reason. The choice of the target population was made on the basis that they could provide primary data that could be used to develop the hypotheses of the study as appropriate (Draugalis & Plaza, 2009).

Random sampling is thought to be effective in its assurance of an equal chance or opportunity for inclusion (Bruin, 2006). To that extent, the random sampling technique was applied in the selection process to identify graduate students to be incorporated in the study as informants (Latham & Baldes, 1975). Random sampling ensures that no bias is used in the selection process. The selection process is devoid of any human error that may occur related to the identification of individuals meant to participate in the study as informants (Shorten & Moorley, 2014). To that extent, the population of new admittances to universities selected for the study was sorted randomly to arrive at a representative figure.

Barreiro and Albandoz (2001) explained that data collection materials are the items used for coding information collected from the field. The materials include both physical and intellectual resources that are utilized in the collection, sorting, presentation, and analysis of raw data collected from the field (Kazerooni, 2001). Examples of such items can range from pen and paper to weather reading equipment, and data analysis software such as NVivo or SPSS, all of which prove critical to ensuring that the data collected are adequately sorted and presented in a manner that will facilitate the development of answers to the research problem (Shorten & Moorley, 2014).

With regard to the current study, a self-administered online questionnaire was utilized to examine the influence of social media and the university website on graduate students’ choice of a university. The survey contained three sections. First, the characteristics of graduate students measured consisted of basic demographics, including gender, age, race/ethnicity, area of study, and college or university attended, with respect to social media. Second, questions were included regarding whether or not social media had a significant influence on the decision-making process of graduate students about their choice of a university. Finally, questions were asked regarding whether or not the university website influenced graduate students’ choice of a university at which to pursue a graduate program. A 7-point Likert scale was used with respect to the responses to these questions. Specifically, respondents provided, using a 7-point Likert scale, the likelihood of the influence of social media and university website influencing their decision-making process related to choosing a university.

Questionnaires are advantageous for conducting research in that they allow for the inclusion of closed-ended type of questions (Teddlie & Yu, 2007). The researcher can target precise responses and also allow for the expressiveness of the informants in either case, respectively. The choice to use questionnaires as the sole data collection tool is also informed by the mode of administration of the data collection tools to the respondents that is explained in the subsequent section.

Other apparatuses needed for the successful execution of the research report included computers, Internet access, and computer software that included SurveyMonkey, which was the most critical aspect of developing contact between respondents and the survey. The research also required assistants to help in the development of the research questionnaire. The research assistants were tasked with the responsibility of executing sampling procedures and contacting candidates to request their participation in the research. Combined, all the research instruments discussed assisted in generating the research paper in its totality, essentially by facilitating the completion of the data collection, analysis, and presentation processes.

The survey was available on SurveyMonkey for 1 month and was designed to take approximately 15 minutes to be completed by the graduate students. The sample of participants for this study was recruited from the SurveyMonkey database of students. In other words, SurveyMonkey distributed the survey on the researcher’s behalf. The responses collected from SurveyMonkey were purchased by the researcher. After the participants logged into the survey on SurveyMonkey, they were directed to read and agree to the Consent Letter. If the participants voluntarily accepted to complete the survey, they were given admission to the survey questionnaire on SurveyMonkey. Participants had the right to withdraw from the study at any time, as participation was voluntary. The study was deemed by the researcher to be of minimal risk to participants; additionally, the probability and magnitude of harm or discomfort resulting from this current study were deemed to be no greater than any typical encounter in daily life, or those encountered during the performance of physical or psychological examinations or tests.

The purpose of the data analysis was to identify graduate students’ decision-making processes related to selecting a university in Chicago and the surrounding suburbs. Statistical Package for Social Sciences (SPSS) version 23 was used to analyze the data, and an alpha significance level of 0.05 was used to establish a confidence level of 95.0% as the standard for testing the hypotheses. The researcher used SPSS to carry out a quantitative analysis and interpretation of the data collected. The advantage of using SPSS was in its precision and accuracy. Furthermore, acceptable reliability was present within the current study. The survey that was administered to respondents largely consisted of scale measures. To ensure the minimum acceptable level of internal consistency reliability was present within these scale items, Cronbach’s alpha was used. The researcher used multiple regression analyses to determine the relationship of the independent and dependent variables.

Exclusion and inclusion criteria are necessary when conducting research for the sole purpose of ensuring that the sample selected for the research is not only relevant, but also resourceful in the development of meaningful data (Delice, 2010). Further, exclusion and inclusion criteria ensure the informants selected are compliant with certain protocols that are supposed to be followed with regard to the research process and its requirements (Draugalis & Plaza, 2009). To that extent, the research encompassed an analysis of the population to evaluate various attributes for consideration as samples to be incorporated in the research based on certain qualifications as follows. First, the inclusion criteria required the graduate students to have applied to universities and colleges and succeeded in their application to secure admission.

Second, the inclusion criteria took the form of applying the random sampling technique through the use of sophisticated computer software to randomly select candidates to be considered for participation in the study. Third and final, the exclusion criteria comprised a process of securing informed consent from individuals randomly selected to participate in the study as informants. Upon request for participation, the researcher either included or excluded the participants depending on their refusal or agreement to take part in the research, respectively.

This study involved a number of limitations. First, the research was limited to graduate students in Chicago and the surrounding suburbs. Second, the instrument was a self-administered online survey, so results may have been influenced by respondents’ intended or unintended tendency to answer in a way that reflected positively on them. Finally, the study involved the use of simple random sampling. The population of students admitted to universities selected for this study was sorted randomly so there were no consequences for bias entering into the data.

In contrast with limitations, delimitations of the research study relate to limitations on the design of the study that are imposed specifically by the researcher. Within the context of the current study, the sample size consisted of 292 graduate students from Chicago and the surrounding suburbs.

A review panel of 10 graduate students enrolled in graduate programs was invited to determine the survey’s validity, examine the survey’s construction, and evaluate the clarity, simplicity, readability, and usefulness of this survey for gathering the necessary data needed to test the research hypotheses. The panel’s feedback was positive and they indicated that item 6 needed to be changed.

Delice (2010) noted that the validity of research refers to the extent to which the measurements or research tools are capable of providing useful information. The research questions were informed by a review of published literature to ensure the validity of the research. Furthermore, survey questions were designed accurately to ensure the respondents fully understood the questions and there was no undue confusion or other similar issues during the survey administration. Participants were informed of the main purpose of this research. This research was designed to investigate the factors that affected the students’ decisions about college.

According to Bruin (2006), the reliability of research instruments refers to the degree to which the instrument proves useful in collecting error free information from respondents. The survey administered to respondents largely consisted of scale measures. To ensure the minimum acceptable level of internal consistency reliability was present within the scale items, Cronbach’s alpha was used. Cronbach’s alpha measures of 0.7 or above would indicate an acceptable level of internal consistency reliability (Cronbach, 1970; Nunnally, 1978). This threshold was used in the present study to determine that an acceptable level of reliability was present.

Consideration was made by the researcher to ensure the current study did not violate any normally accepted ethical standards of research. As discussed previously, the study was felt by the researcher to incorporate minimal risk, and to not involve participants in any risk greater than what would be normally seen in daily life. All participants in the study were provided initially with a consent form that indicated the fact that participation in this study was completely voluntary and they could withdraw their participation from the study at any time for any reason. Additionally, the researcher’s contact information was provided to respondents as requested in case they wished to contact the researcher at a later date with any follow-up questions or concerns. Additionally, data collection did not commence until the researcher received Institutional Review Board (IRB) approval from Argosy University.