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Mass Media Ch. 12

Mass Media Chapter 12 quiz

QuestionAnswer
George Gallup Introduced probability sampling
Institute of American Public Opinion Gallup polling organization
Statistical Extrapolation Drawing conclusions from a segment of the whole
Probability Sampling Everyone in the population being surveyed as an equal chance to be sampled
Sample Size Number of people surveyed
384 Number of people in a properly selected sample for results to provide 95% confidence that results have less than a 5% margin of error
Population Group of people being studied
Sample Selection Process for choosing individuals to be interviewed
Margin of Error Percentage that a survey may be off mark
Confidence Level Degree of certainty that a survey is accurate
Quota Sampling Demographics of the sample coincides with those of the whole population
Straw Polls Respondents select themselves to be polled; unreliable indicator of public opinion
Roving Photographer Statistically unsound way to tap public opinion
Circulation Number of readers of a publication
Audit Bureau of Circulations Checks newspaper and magazine circulation claims
Ratings Measurements of broadcast audience size
Nielsen Media Research Surveys television viewership
Archibald Crossley Conducted first polls on broadcast audience size
A. C. Nielsen Founder of broadcast survey firm bearing his name
Demographic Characteristics of groups within a population being sampled, including age, gender and affiliations
Broadcast Ratings Council Accredits rating companies
Sweeps When broadcast ratings are conducted
Hyping Intensive promotion to attract an audience during ratings periods
Black Weeks Periods when ratings are not conducted
Zipping Viewers change television channels to avoid commercials
Zapping Viewers record programs and eliminate commercial breaks
Flush Factor Viewers leave during commercials to go to refrigerator, bathroom, etc...
Engagement Ratings The time that audience people stay with media products and advertisements
Interviews Face-to-face, mail, telephone survey technique
Diaries Sampling technique in which respondents keep their own records
People Meters Devices that track individual viewers
Overnights Next-morning reports on network viewership
Media Metrix A service measuring internet audience size
Anytime Anywhere Media Measurements (A2/M2) Nielsen plan to integrate audience measurements on a wide range of video platforms
Heatmapping Technology to track how people move through a web page
Focus Groups Small groups interviewed in loosely structured ways for opinion, reactions
Galvanic Skin Checks Monitor pulse, skin responses to stimuli
Prototype Research Checks audience response to a product still in development
Pilot A prototype television show that is given an on-air trial
Cohort Analysis Demographic tool to identify marketing targets by common characteristics
Jonathan Robbin Devised PRIZM geodemography system
PRIZM Identifies population characteristics by zip code
Geodemography Demographic characteristics by geographic area
Psychographics Breaking down a population by lifestyle characteristics
VALS Psychographic analysis by values, lifestyle and life stage
Created by: Meg0301