Mass Media Chapter 12 quiz
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| George Gallup | Introduced probability sampling
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| Institute of American Public Opinion | Gallup polling organization
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| Statistical Extrapolation | Drawing conclusions from a segment of the whole
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| Probability Sampling | Everyone in the population being surveyed as an equal chance to be sampled
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| Sample Size | Number of people surveyed
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| 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
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| Population | Group of people being studied
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| Sample Selection | Process for choosing individuals to be interviewed
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| Margin of Error | Percentage that a survey may be off mark
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| Confidence Level | Degree of certainty that a survey is accurate
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| Quota Sampling | Demographics of the sample coincides with those of the whole population
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| Straw Polls | Respondents select themselves to be polled; unreliable indicator of public opinion
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| Roving Photographer | Statistically unsound way to tap public opinion
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| Circulation | Number of readers of a publication
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| Audit Bureau of Circulations | Checks newspaper and magazine circulation claims
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| Ratings | Measurements of broadcast audience size
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| Nielsen Media Research | Surveys television viewership
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| Archibald Crossley | Conducted first polls on broadcast audience size
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| A. C. Nielsen | Founder of broadcast survey firm bearing his name
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| Demographic | Characteristics of groups within a population being sampled, including age, gender and affiliations
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| Broadcast Ratings Council | Accredits rating companies
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| Sweeps | When broadcast ratings are conducted
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| Hyping | Intensive promotion to attract an audience during ratings periods
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| Black Weeks | Periods when ratings are not conducted
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| Zipping | Viewers change television channels to avoid commercials
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| Zapping | Viewers record programs and eliminate commercial breaks
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| Flush Factor | Viewers leave during commercials to go to refrigerator, bathroom, etc...
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| Engagement Ratings | The time that audience people stay with media products and advertisements
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| Interviews | Face-to-face, mail, telephone survey technique
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| Diaries | Sampling technique in which respondents keep their own records
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| People Meters | Devices that track individual viewers
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| Overnights | Next-morning reports on network viewership
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| Media Metrix | A service measuring internet audience size
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| Anytime Anywhere Media Measurements (A2/M2) | Nielsen plan to integrate audience measurements on a wide range of video platforms
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| Heatmapping | Technology to track how people move through a web page
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| Focus Groups | Small groups interviewed in loosely structured ways for opinion, reactions
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| Galvanic Skin Checks | Monitor pulse, skin responses to stimuli
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| Prototype Research | Checks audience response to a product still in development
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| Pilot | A prototype television show that is given an on-air trial
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| Cohort Analysis | Demographic tool to identify marketing targets by common characteristics
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| Jonathan Robbin | Devised PRIZM geodemography system
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| PRIZM | Identifies population characteristics by zip code
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| Geodemography | Demographic characteristics by geographic area
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| Psychographics | Breaking down a population by lifestyle characteristics
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| VALS | Psychographic analysis by values, lifestyle and life stage
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