Question 1

Among various groups of viewers, teenagers watch the most television.

Accepted Answer

A) True 
 B)False

Question 2

The term "hyping," when applied to broadcast ratings, means that

Accepted Answer

A) someone deliberately manipulates ratings data. 
B) data favorable to client stations are used and unfavorable data are discarded. 
C) devious statistical methods are used to inflate the true figures. 
D) inaccurate data are entered into the ratings mix. 
E) special contests and/or atypical programs are aired by the station being measured. 
A) someone deliberately manipulates ratings data. 
B) data favorable to client stations are used and unfavorable data are discarded. 
C) devious statistical methods are used to inflate the true figures. 
D) inaccurate data are entered into the ratings mix. 
E) special contests and/or atypical programs are aired by the station being measured.

Question 3

Regardless of method, audience measurement is based on

Accepted Answer

A) convenience sampling. 
B) random selection. 
C) saturation analysis. 
D) amended computations. 
E) sampling effects. 
A) convenience sampling. 
B) random selection. 
C) saturation analysis. 
D) amended computations. 
E) sampling effects.

Question 4

Internet site providers and their advertisers want to know both how many people access these sites and how long they remain online.

Accepted Answer

A) True 
 B)False

Question 5

Audience research that relies on focus groups for data collection is concerned primarily with participants'

Accepted Answer

A) attitudes and opinions. 
B) time spent watching television. 
C) media use measurement. 
D) objective actions. 
E) physiological reactions to stimuli. 
A) attitudes and opinions. 
B) time spent watching television. 
C) media use measurement. 
D) objective actions. 
E) physiological reactions to stimuli.

Question 6

To draw a random sample for a local market survey, researchers often begin with

Accepted Answer

A) updated telephone directories or census tracts. 
B) interviews of people at local shopping malls. 
C) county tax records. 
D) auto license records. 
E) voter registration lists. 
A) updated telephone directories or census tracts. 
B) interviews of people at local shopping malls. 
C) county tax records. 
D) auto license records. 
E) voter registration lists.

Question 7

Local cable audiences

Accepted Answer

A) are easier to measure than national audiences because of the Nielsen Cable Audience Reports. 
B) require about the same amount of effort to measure as national audiences. 
C) are more difficult to measure than national cable audiences. 
D) are easier to measure than broadcast audiences because of Nielsen's services. 
E) cannot be measured using current methods. 
A) are easier to measure than national audiences because of the Nielsen Cable Audience Reports. 
B) require about the same amount of effort to measure as national audiences. 
C) are more difficult to measure than national cable audiences. 
D) are easier to measure than broadcast audiences because of Nielsen's services. 
E) cannot be measured using current methods.

Question 8

Which of the following would not describe Designated Market Areas?

Accepted Answer

A) A DMA is comprised of one or more counties in which the stations are most viewed. 
B) A DMA is comprised of a station's county of license. 
C) DMAs are larger in the West where cities are farther apart than in the eastern United States. 
D) A county may be assigned to more than one DMA if television signals from competing stations in different markets are received there. 
E) Each county is assigned to only one DMA. 
A) A DMA is comprised of one or more counties in which the stations are most viewed. 
B) A DMA is comprised of a station's county of license. 
C) DMAs are larger in the West where cities are farther apart than in the eastern United States. 
D) A county may be assigned to more than one DMA if television signals from competing stations in different markets are received there. 
E) Each county is assigned to only one DMA.

Question 9

Describe the differences and similarities among broadcast, cable, DVR, and Internet audiences.

Accepted Answer

Broadcast, cable, DVR, and Internet audi

Question 10

The greatest abusers of the current ratings system are

Accepted Answer

A) advertisers, who insist on quantitative rather than qualitative data. 
B) audience members who, when chosen to be part of a ratings sample, alter their viewing and listening habits. 
C) advertisers, networks, and stations, which treat figures as precise measurements rather than as estimates. 
D) ratings services, which ignore sampling error when preparing data. 
E) programmers, who insist on qualitative rather than quantitative data. 
A) advertisers, who insist on quantitative rather than qualitative data. 
B) audience members who, when chosen to be part of a ratings sample, alter their viewing and listening habits. 
C) advertisers, networks, and stations, which treat figures as precise measurements rather than as estimates. 
D) ratings services, which ignore sampling error when preparing data. 
E) programmers, who insist on qualitative rather than quantitative data.

Question 11

Network television ratings are based on people-meter research.

Accepted Answer

A) True 
 B)False

Question 12

Ratings and shares are precise, exact measurements.

Accepted Answer

A) True 
 B)False

Question 13

In the late 1990s, broadcast television network viewing share during prime time was down to __________ percent.

Accepted Answer

A) 40 
B) 45 
C) 50 
D) 55 
E) 60 
A) 40 
B) 45 
C) 50 
D) 55 
E) 60

Question 14

Nielsen's regular broadcast network television ratings are based on

Accepted Answer

A) a sample of people-metered homes. 
B) television diaries from twenty-two key cities. 
C) passive meters in ten key cities. 
D) a combination of television diaries and passive-metered homes. 
E) overnight diaries in the top fifty markets. 
A) a sample of people-metered homes. 
B) television diaries from twenty-two key cities. 
C) passive meters in ten key cities. 
D) a combination of television diaries and passive-metered homes. 
E) overnight diaries in the top fifty markets.

Question 15

In the future, researchers may replace people meters with

Accepted Answer

A) diaries. 
B) Audimeters. 
C) telephone coincidentals. 
D) telephone recall. 
E) passive peoplemeters. 
A) diaries. 
B) Audimeters. 
C) telephone coincidentals. 
D) telephone recall. 
E) passive peoplemeters.

Question 16

Outline the uses and abuses of ratings.

Accepted Answer

Ratings are used in various industries a

Question 17

Stations and networks do not engage in hyping during sweeps weeks.

Accepted Answer

A) True 
 B)False

Question 18

PPM and RADAR are the two most important ratings research companies.

Accepted Answer

A) True 
 B)False

Question 19

Sampling error refers to

Accepted Answer

A) mistakes made in gathering data. 
B) statistical laws of probability. 
C) difference between a rating and a share. 
D) sample turnover. 
E) cume ratings for radio programming. 
A) mistakes made in gathering data. 
B) statistical laws of probability. 
C) difference between a rating and a share. 
D) sample turnover. 
E) cume ratings for radio programming.

Question 20

VCRs give viewers more control over their time in all of the following ways except ability to

Accepted Answer

A) timeshift. 
B) develop a permanent home library. 
C) view purchased or rented tapes. 
D) watch tapes made with home camcorders. 
E) switch rapidly among several channels. 
A) timeshift. 
B) develop a permanent home library. 
C) view purchased or rented tapes. 
D) watch tapes made with home camcorders. 
E) switch rapidly among several channels.

Among various groups of viewers, teenagers watch the most television.

The term "hyping," when applied to broadcast ratings, means that

Regardless of method, audience measurement is based on

Internet site providers and their advertisers want to know both how many people access these sites and how long they remain online.

Audience research that relies on focus groups for data collection is concerned primarily with participants'

To draw a random sample for a local market survey, researchers often begin with

Local cable audiences

Which of the following would not describe Designated Market Areas?

Describe the differences and similarities among broadcast, cable, DVR, and Internet audiences.

The greatest abusers of the current ratings system are

Network television ratings are based on people-meter research.

Ratings and shares are precise, exact measurements.

In the late 1990s, broadcast television network viewing share during prime time was down to __________ percent.

Nielsen's regular broadcast network television ratings are based on

In the future, researchers may replace people meters with

Outline the uses and abuses of ratings.

Stations and networks do not engage in hyping during sweeps weeks.

PPM and RADAR are the two most important ratings research companies.

Sampling error refers to

VCRs give viewers more control over their time in all of the following ways except ability to

Introducing Electronic Media

From Radio to Television

Cable and Newer Media

How Electronic Media Work

Distribution by Wired Relays, Wireless Relays, and Over the Internet

Commercial Operations

Noncommercial Services

Programs and Programming Basics

Media Theory and Effects

The Communications Act, Licensing, and Structural Regulation

Constitutional Issues and Content Regulation

A Global View

Filters

Exam 9: Audience Measurement

Among various groups of viewers, teenagers watch the most television.

The term "hyping," when applied to broadcast ratings, means that

Regardless of method, audience measurement is based on

Internet site providers and their advertisers want to know both how many people access these sites and how long they remain online.

Audience research that relies on focus groups for data collection is concerned primarily with participants'

To draw a random sample for a local market survey, researchers often begin with

Local cable audiences

Which of the following would not describe Designated Market Areas?

Describe the differences and similarities among broadcast, cable, DVR, and Internet audiences.

The greatest abusers of the current ratings system are

Network television ratings are based on people-meter research.

Ratings and shares are precise, exact measurements.

In the late 1990s, broadcast television network viewing share during prime time was down to __________ percent.

Nielsen's regular broadcast network television ratings are based on

In the future, researchers may replace people meters with

Outline the uses and abuses of ratings.

Stations and networks do not engage in hyping during sweeps weeks.

PPM and RADAR are the two most important ratings research companies.

Sampling error refers to

VCRs give viewers more control over their time in all of the following ways except ability to

Introducing Electronic Media

From Radio to Television

Cable and Newer Media

How Electronic Media Work

Distribution by Wired Relays, Wireless Relays, and Over the Internet

Commercial Operations

Noncommercial Services

Programs and Programming Basics

Media Theory and Effects

The Communications Act, Licensing, and Structural Regulation

Constitutional Issues and Content Regulation

A Global View

Filters