A company sponsoring a new internet search engine wants to collect data on the ease of using it. Which is the best way to collect the data?

The best method for collecting data on the ease of using a new internet search engine is through a sample survey. This approach allows the company to gather quantitative data from a diverse group of users, which is essential for measuring ease of use across various demographics and user experiences. A well-structured sample survey can include a representative selection of individuals who use the service, ensuring that the findings are generalizable to the broader population.

Surveys can incorporate standardized questions, enabling the company to quantify results and analyze correlations between different factors, like user experience and specific features of the search engine. This method provides a systematic approach to data collection, making it easier to derive statistical insights and draw conclusions about user satisfaction and usability.

In contrast, the other options, while informative to some degree, have limitations. Focus group discussions might provide qualitative insights but lack the breadth of data required for quantitative analysis. Expert interviews can yield detailed opinions but may not reflect the broader user experience. Online reviews tend to be biased and may not represent the average user’s perspective, as they often rely on individuals who have strong feelings about their experiences, either very positive or very negative. Overall, a sample survey strikes the best balance between reaching a wide audience and obtaining quantifiable data on usability.