Question 1

Which VALS category represents the largest percentage of the population?

Accepted Answer

A)  Socially conscious 
B)  Emulators 
C)  Achievers 
D)  Belongers 
E)  Integrateds 
A)  Socially conscious 
B)  Emulators 
C)  Achievers 
D)  Belongers 
E)  Integrateds

Question 2

Explain the different types of applied mass media research and offer an example of each.

Accepted Answer

Applied mass media research can take on

Question 3

The order of questions can affect respondents' answers.

Accepted Answer

A) True 
 B)False

Question 4

Which term describes the emerging phenomenon in which members of a family no longer sit on the couch together to watch a television program?

Accepted Answer

A)  Family feud 
B)  Disassociation 
C)  Family breakdown 
D)  Audience fragmentation 
E)  Viewer dispersion 
A)  Family feud 
B)  Disassociation 
C)  Family breakdown 
D)  Audience fragmentation 
E)  Viewer dispersion

Question 5

Which name is given to the demographic cohort that came of age in the 1990s and early 21st century?

Accepted Answer

A)  Mini Boomers 
B)  Generation X 
C)  Baby Boomers 
D)  Millennials 
E)  Rappers 
A)  Mini Boomers 
B)  Generation X 
C)  Baby Boomers 
D)  Millennials 
E)  Rappers

Question 6

__________________ pioneered probability sampling.

Accepted Answer

The answer of __________________ pioneered probability sampling....

Question 7

The level of confidence and margin of error are inversely related.

Accepted Answer

A) True 
 B)False

Question 8

The Audit Bureau of Circulations

Accepted Answer

A)  audits the financial accounts of all print media. 
B)  audits the accounts of potential subscribers to newspapers. 
C)  determines taxes due. 
D)  removes the temptation for publishers to inflate their claims to hike ad rates. 
E)  audits the accounts of potential subscribers to magazines. 
A)  audits the financial accounts of all print media. 
B)  audits the accounts of potential subscribers to newspapers. 
C)  determines taxes due. 
D)  removes the temptation for publishers to inflate their claims to hike ad rates. 
E)  audits the accounts of potential subscribers to magazines.

Question 9

CBS learned about the Dan Rather "sweater factor" from

Accepted Answer

A)  opinion surveys. 
B)  critical studies research. 
C)  process studies research. 
D)  technological research. 
E)  effects studies research. 
A)  opinion surveys. 
B)  critical studies research. 
C)  process studies research. 
D)  technological research. 
E)  effects studies research.

Question 10

When the demographics of a sample coincide with those of the whole population,the researcher is employing __________________ sampling.

Accepted Answer

The answer of When the demographics of a sample coincide...

Question 11

In cohort analysis,__________________ is comprised of people who came of age in the late 1980s.

Accepted Answer

The answer of In cohort analysis,__________________ is comprised of people...

Question 12

The kind of research that helps media executives to make content decisions is called

Accepted Answer

A)  effects studies. 
B)  theoretical research. 
C)  opinion survey. 
D)  policy analysis. 
E)  technological research. 
A)  effects studies. 
B)  theoretical research. 
C)  opinion survey. 
D)  policy analysis. 
E)  technological research.

Question 13

The habits of youth stick with a generation as it gets older.

Accepted Answer

A) True 
 B)False

Question 14

Why is it important to know who paid for a poll?

Accepted Answer

A)  The people who pay restrict what other work a pollster may be able to do. 
B)  Some companies are not good at polling. 
C)  The people who pay have a vested interest in the outcome. 
D)  The cost may not be justified. 
E)  This affects the confidence level and margin of error. 
A)  The people who pay restrict what other work a pollster may be able to do. 
B)  Some companies are not good at polling. 
C)  The people who pay have a vested interest in the outcome. 
D)  The cost may not be justified. 
E)  This affects the confidence level and margin of error.

Question 15

Which method does the PMB use to measure readership of Canadian magazines?

Accepted Answer

A)  Total readership 
B)  Recent reading 
C)  Units sold 
D)  Circulation volume 
E)  Subscription sales 
A)  Total readership 
B)  Recent reading 
C)  Units sold 
D)  Circulation volume 
E)  Subscription sales

Question 16

Cohort analysis surveys people who belong to a particular generation.

Accepted Answer

A) True 
 B)False

Question 17

Focus groups accurately reflect the views of the whole population.

Accepted Answer

A) True 
 B)False

Question 18

What are the issues that one must consider in public-opinion sampling? How can each of these issues be addressed?

Accepted Answer

When conducting public-opinion sampling,

Question 19

Why is it important to know how the questions were worded?

Accepted Answer

A)  Because some people might not understand the language 
B)  Because leading questions can skew results 
C)  To determine if respondents lied 
D)  Because this increases the margin of error 
E)  Because pronunciation is vital to understanding 
A)  Because some people might not understand the language 
B)  Because leading questions can skew results 
C)  To determine if respondents lied 
D)  Because this increases the margin of error 
E)  Because pronunciation is vital to understanding

Question 20

__________________ groups have the disadvantage of reflecting the opinion of the loudest respondent.

Accepted Answer

The answer of __________________ groups have the disadvantage of reflecting...

Which VALS category represents the largest percentage of the population?

Explain the different types of applied mass media research and offer an example of each.

The order of questions can affect respondents' answers.

Which term describes the emerging phenomenon in which members of a family no longer sit on the couch together to watch a television program?

Which name is given to the demographic cohort that came of age in the 1990s and early 21st century?

__________________ pioneered probability sampling.

The level of confidence and margin of error are inversely related.

The Audit Bureau of Circulations

CBS learned about the Dan Rather "sweater factor" from

When the demographics of a sample coincide with those of the whole population,the researcher is employing __________________ sampling.

In cohort analysis,__________________ is comprised of people who came of age in the late 1980s.

The kind of research that helps media executives to make content decisions is called

The habits of youth stick with a generation as it gets older.

Why is it important to know who paid for a poll?

Which method does the PMB use to measure readership of Canadian magazines?

Cohort analysis surveys people who belong to a particular generation.

Focus groups accurately reflect the views of the whole population.

What are the issues that one must consider in public-opinion sampling? How can each of these issues be addressed?

Why is it important to know how the questions were worded?

__________________ groups have the disadvantage of reflecting the opinion of the loudest respondent.

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

Which VALS category represents the largest percentage of the population?

Explain the different types of applied mass media research and offer an example of each.

The order of questions can affect respondents' answers.

Which term describes the emerging phenomenon in which members of a family no longer sit on the couch together to watch a television program?

Which name is given to the demographic cohort that came of age in the 1990s and early 21st century?

__________________ pioneered probability sampling.

The level of confidence and margin of error are inversely related.

The Audit Bureau of Circulations

CBS learned about the Dan Rather "sweater factor" from

When the demographics of a sample coincide with those of the whole population,the researcher is employing __________________ sampling.

In cohort analysis,__________________ is comprised of people who came of age in the late 1980s.

The kind of research that helps media executives to make content decisions is called

The habits of youth stick with a generation as it gets older.

Why is it important to know who paid for a poll?

Which method does the PMB use to measure readership of Canadian magazines?

Cohort analysis surveys people who belong to a particular generation.

Focus groups accurately reflect the views of the whole population.

What are the issues that one must consider in public-opinion sampling? How can each of these issues be addressed?

Why is it important to know how the questions were worded?

__________________ groups have the disadvantage of reflecting the opinion of the loudest respondent.

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