Question 1

Achievers are heavy television watchers.

Accepted Answer

A) True 
 B)False  False

Question 2

The degree of certainty that a survey is accurate is the __________________.

Accepted Answer

confidence level

Question 3

Major discrepancies in ratings can result from flawed methodology.

Accepted Answer

A) True 
 B)False  True

Question 4

Who conducted the first serious poll in history for a political candidate?

Accepted Answer

A)  Dan Rather 
B)  A.C. Nielsen 
C)  Archibald Crossley 
D)  George Gallup 
E)  Ola Babcock Miller 
A)  Dan Rather 
B)  A.C. Nielsen 
C)  Archibald Crossley 
D)  George Gallup 
E)  Ola Babcock Miller

Question 5

Millennials are the oldest cohort still alive.

Accepted Answer

A) True 
 B)False

Question 6

Media Metrix uses a two-track system to determine how many people view websites.

Accepted Answer

A) True 
 B)False

Question 7

The greatest ferment in mass communication scholarship has involved questions about

Accepted Answer

A)  technology. 
B)  policy. 
C)  effects. 
D)  opinion. 
E)  theory. 
A)  technology. 
B)  policy. 
C)  effects. 
D)  opinion. 
E)  theory.

Question 8

George Gallup invented the Personal People Meter.

Accepted Answer

A) True 
 B)False

Question 9

In probability sampling,

Accepted Answer

A)  there is a high probability of being right. 
B)  everyone in the population has an equal chance to be sampled. 
C)  the predictions are less accurate. 
D)  the entire population is surveyed. 
E)  some groups have a higher chance of being sampled. 
A)  there is a high probability of being right. 
B)  everyone in the population has an equal chance to be sampled. 
C)  the predictions are less accurate. 
D)  the entire population is surveyed. 
E)  some groups have a higher chance of being sampled.

Question 10

A researcher who counts how many minutes of a sports news broadcast cover women's sports is conducting what kind of research?

Accepted Answer

A)  Effects study 
B)  Technological research 
C)  Process study 
D)  Opinion survey 
E)  Content analysis 
A)  Effects study 
B)  Technological research 
C)  Process study 
D)  Opinion survey 
E)  Content analysis

Question 11

Why did Gallup abandon quota sampling?

Accepted Answer

A)  The results were influencing elections. 
B)  It was not as accurate as probability sampling. 
C)  He wanted to focus on his mother-in-law's political campaign. 
D)  It was difficult to get a large enough sample size. 
E)  It was too costly. 
A)  The results were influencing elections. 
B)  It was not as accurate as probability sampling. 
C)  He wanted to focus on his mother-in-law's political campaign. 
D)  It was difficult to get a large enough sample size. 
E)  It was too costly.

Question 12

How many people are needed in a sample for 95 percent confidence with less than 5 percent margin of error?

Accepted Answer

A)  384 
B)  1067 
C)  9605 
D)  2401 
E)  600 
A)  384 
B)  1067 
C)  9605 
D)  2401 
E)  600

Question 13

Which company is best known for tracking network ratings in Canada?

Accepted Answer

A)  Crossley Statistical Group 
B)  The Gallup Organization 
C)  Arbitron 
D)  BBM Nielsen Media Research 
E)  Audit Bureau of Canada 
A)  Crossley Statistical Group 
B)  The Gallup Organization 
C)  Arbitron 
D)  BBM Nielsen Media Research 
E)  Audit Bureau of Canada

Question 14

Who pioneered the probability sampling method?

Accepted Answer

A)  Archibald Crossley 
B)  A.C. Nielsen 
C)  George Gallup 
D)  Arbitron 
E)  Roper Polls 
A)  Archibald Crossley 
B)  A.C. Nielsen 
C)  George Gallup 
D)  Arbitron 
E)  Roper Polls

Question 15

PPMs can track a fragmented audience.

Accepted Answer

A) True 
 B)False

Question 16

Why are mass media concerned with audience reaction as well as audience size? What different measurement techniques are used to measure reaction? If you were an advertiser,which would concern you more-audience reaction or audience size?

Accepted Answer

Mass media are concerned with audience r

Question 17

Theoretical research does not seek profit-generating information.

Accepted Answer

A) True 
 B)False

Question 18

Respondents to surveys always answer truthfully.

Accepted Answer

A) True 
 B)False

Question 19

Which tracking technology was developed by Ron Kolessar of Arbitron?

Accepted Answer

A)  Real-time Viewer Calculator 
B)  Media Metrix 
C)  Portable People Meter 
D)  Internet Tracking Device 
E)  Television Programming Measure 
A)  Real-time Viewer Calculator 
B)  Media Metrix 
C)  Portable People Meter 
D)  Internet Tracking Device 
E)  Television Programming Measure

Question 20

The Audit Bureau of Circulations surveys TV and radio in Canada.

Accepted Answer

A) True 
 B)False

Achievers are heavy television watchers.

The degree of certainty that a survey is accurate is the __________________.

Major discrepancies in ratings can result from flawed methodology.

Who conducted the first serious poll in history for a political candidate?

Millennials are the oldest cohort still alive.

Media Metrix uses a two-track system to determine how many people view websites.

The greatest ferment in mass communication scholarship has involved questions about

George Gallup invented the Personal People Meter.

In probability sampling,

A researcher who counts how many minutes of a sports news broadcast cover women's sports is conducting what kind of research?

Why did Gallup abandon quota sampling?

How many people are needed in a sample for 95 percent confidence with less than 5 percent margin of error?

Which company is best known for tracking network ratings in Canada?

Who pioneered the probability sampling method?

PPMs can track a fragmented audience.

Why are mass media concerned with audience reaction as well as audience size? What different measurement techniques are used to measure reaction? If you were an advertiser,which would concern you more-audience reaction or audience size?

Theoretical research does not seek profit-generating information.

Respondents to surveys always answer truthfully.

Which tracking technology was developed by Ron Kolessar of Arbitron?

The Audit Bureau of Circulations surveys TV and radio in Canada.

Mass Media Literacy

Mass Media Technology

Entertainment

Print

Sound Recording

Picturesradio

Motion Pictures

Television

The Internet

News

Public Relations

Advertising

Media Law and Ethics

Media Effects

Global Mass Media

Mass Media and Governance

Filters

Exam 13: Media Research

Achievers are heavy television watchers.

The degree of certainty that a survey is accurate is the __________________.

Major discrepancies in ratings can result from flawed methodology.

Who conducted the first serious poll in history for a political candidate?

Millennials are the oldest cohort still alive.

Media Metrix uses a two-track system to determine how many people view websites.

The greatest ferment in mass communication scholarship has involved questions about

George Gallup invented the Personal People Meter.

In probability sampling,

A researcher who counts how many minutes of a sports news broadcast cover women's sports is conducting what kind of research?

Why did Gallup abandon quota sampling?

How many people are needed in a sample for 95 percent confidence with less than 5 percent margin of error?

Which company is best known for tracking network ratings in Canada?

Who pioneered the probability sampling method?

PPMs can track a fragmented audience.

Why are mass media concerned with audience reaction as well as audience size? What different measurement techniques are used to measure reaction? If you were an advertiser,which would concern you more-audience reaction or audience size?

Theoretical research does not seek profit-generating information.

Respondents to surveys always answer truthfully.

Which tracking technology was developed by Ron Kolessar of Arbitron?

The Audit Bureau of Circulations surveys TV and radio in Canada.

Mass Media Literacy

Mass Media Technology

Entertainment

Print

Sound Recording

Picturesradio

Motion Pictures

Television

The Internet

News

Public Relations

Advertising

Media Law and Ethics

Media Effects

Global Mass Media

Mass Media and Governance

Filters