Question 1

How do you fit into the VALS lifestyle groups? Compare where you fit with where your parents fit.Which cohort do you belong to? Which cohort do your parents belong to?

Accepted Answer

I fit into the VALS lifestyle group as a

Question 2

The VALS system established absolute categories into which each of us neatly fits.

Accepted Answer

A) True 
 B)False

Question 3

It is not yet possible to gauge billboard readership.

Accepted Answer

A) True 
 B)False

Question 4

PPMs pick up inaudible signals transmitted with the programs.

Accepted Answer

A) True 
 B)False

Question 5

Why is it important to know when a poll was taken?

Accepted Answer

A)  Some phases of the moon may cause respondents to be hostile. 
B)  The time of day affects a respondent's willingness to answer a questionnaire. 
C)  The time of year may alter one's perspective on political issues. 
D)  Opinions shift over time. 
E)  The time of the month may influence a respondent's mood. 
A)  Some phases of the moon may cause respondents to be hostile. 
B)  The time of day affects a respondent's willingness to answer a questionnaire. 
C)  The time of year may alter one's perspective on political issues. 
D)  Opinions shift over time. 
E)  The time of the month may influence a respondent's mood.

Question 6

The confidence level of an opinion survey cannot be changed.

Accepted Answer

A) True 
 B)False

Question 7

Who measures web audiences using a two-track system?

Accepted Answer

A)  Birch 
B)  Nielsen 
C)  Arbitron 
D)  Media Metrix 
E)  BBM 
A)  Birch 
B)  Nielsen 
C)  Arbitron 
D)  Media Metrix 
E)  BBM

Question 8

What is one disadvantage of focus groups?

Accepted Answer

A)  The moderator always contaminates the results. 
B)  Most respondents lie. 
C)  They only work for print media. 
D)  They reflect the opinion of the loudest respondent. 
E)  They are expensive to organize. 
A)  The moderator always contaminates the results. 
B)  Most respondents lie. 
C)  They only work for print media. 
D)  They reflect the opinion of the loudest respondent. 
E)  They are expensive to organize.

Question 9

Nielsen uses A2/M2 to measure audiences on a wide range of video platforms.

Accepted Answer

A) True 
 B)False

Question 10

Cohort analysis involves surveys of people

Accepted Answer

A)  who work within a particular company. 
B)  who belong to a particular generation. 
C)  who work within a particular industry. 
D)  in friendship groups. 
E)  from particular parts of the country. 
A)  who work within a particular company. 
B)  who belong to a particular generation. 
C)  who work within a particular industry. 
D)  in friendship groups. 
E)  from particular parts of the country.

Question 11

PRIZM is a system that has grouped every zip code by geodemographic characteristics.

Accepted Answer

A) True 
 B)False

Question 12

Accuracy depends entirely on the size of the population.

Accepted Answer

A) True 
 B)False

Question 13

What are the different techniques that have been used to measure audience size? What are some of the criticisms that have been made about these measures?

Accepted Answer

There are several techniques that have b

Question 14

__________________ was formed in 1914 to remove the temptation for publishers to inflate their claims.

Accepted Answer

The Audit

Question 15

Viewers calling or texting in votes on Canadian Idol is an example of

Accepted Answer

A)  straw polling. 
B)  probability sampling. 
C)  Gallup polling. 
D)  quota sampling. 
E)  random sampling. 
A)  straw polling. 
B)  probability sampling. 
C)  Gallup polling. 
D)  quota sampling. 
E)  random sampling.

Question 16

The characteristics of groups within a population being sampled,including age,gender,and affiliations,is called __________________.

Accepted Answer

The answer of The characteristics of groups within a population...

Question 17

Which program did Nielsen introduce in 2006 to integrate audience measurements on a wide range of video platforms?

Accepted Answer

A)  A2/M2 
B)  AM² 
C)  M2/A2 
D)  AM/AM 
E)  AM/PM 
A)  A2/M2 
B)  AM² 
C)  M2/A2 
D)  AM/AM 
E)  AM/PM

Question 18

What does the sample size determine?

Accepted Answer

A)  The number of correct responses and guesses 
B)  The number of questions and the order in which they are asked 
C)  The margin of error and the confidence level 
D)  The size of the population and the quota size 
E)  The sampling method and respondent selection 
A)  The number of correct responses and guesses 
B)  The number of questions and the order in which they are asked 
C)  The margin of error and the confidence level 
D)  The size of the population and the quota size 
E)  The sampling method and respondent selection

Question 19

When viewers use a DVR or TiVo to record programs and eliminate commercial breaks,it is called __________________.

Accepted Answer

The answer of When viewers use a DVR or TiVo...

Question 20

The largest category in VALS is __________________,or people who are conformists,are satisfied with mainstream values,and are reluctant to change brands.

Accepted Answer

The answer of The largest category in VALS is __________________,or...

How do you fit into the VALS lifestyle groups? Compare where you fit with where your parents fit.Which cohort do you belong to? Which cohort do your parents belong to?

The VALS system established absolute categories into which each of us neatly fits.

It is not yet possible to gauge billboard readership.

PPMs pick up inaudible signals transmitted with the programs.

Why is it important to know when a poll was taken?

The confidence level of an opinion survey cannot be changed.

Who measures web audiences using a two-track system?

What is one disadvantage of focus groups?

Nielsen uses A2/M2 to measure audiences on a wide range of video platforms.

Cohort analysis involves surveys of people

PRIZM is a system that has grouped every zip code by geodemographic characteristics.

Accuracy depends entirely on the size of the population.

What are the different techniques that have been used to measure audience size? What are some of the criticisms that have been made about these measures?

__________________ was formed in 1914 to remove the temptation for publishers to inflate their claims.

Viewers calling or texting in votes on Canadian Idol is an example of

The characteristics of groups within a population being sampled,including age,gender,and affiliations,is called __________________.

Which program did Nielsen introduce in 2006 to integrate audience measurements on a wide range of video platforms?

What does the sample size determine?

When viewers use a DVR or TiVo to record programs and eliminate commercial breaks,it is called __________________.

The largest category in VALS is __________________,or people who are conformists,are satisfied with mainstream values,and are reluctant to change brands.

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

How do you fit into the VALS lifestyle groups? Compare where you fit with where your parents fit.Which cohort do you belong to? Which cohort do your parents belong to?

The VALS system established absolute categories into which each of us neatly fits.

It is not yet possible to gauge billboard readership.

PPMs pick up inaudible signals transmitted with the programs.

Why is it important to know when a poll was taken?

The confidence level of an opinion survey cannot be changed.

Who measures web audiences using a two-track system?

What is one disadvantage of focus groups?

Nielsen uses A2/M2 to measure audiences on a wide range of video platforms.

Cohort analysis involves surveys of people

PRIZM is a system that has grouped every zip code by geodemographic characteristics.

Accuracy depends entirely on the size of the population.

What are the different techniques that have been used to measure audience size? What are some of the criticisms that have been made about these measures?

__________________ was formed in 1914 to remove the temptation for publishers to inflate their claims.

Viewers calling or texting in votes on Canadian Idol is an example of

The characteristics of groups within a population being sampled,including age,gender,and affiliations,is called __________________.

Which program did Nielsen introduce in 2006 to integrate audience measurements on a wide range of video platforms?

What does the sample size determine?

When viewers use a DVR or TiVo to record programs and eliminate commercial breaks,it is called __________________.

The largest category in VALS is __________________,or people who are conformists,are satisfied with mainstream values,and are reluctant to change brands.

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