MMC 3420 EXAM 4 QUESTIONS AND
ANSWERS 100% CORRECT
Why conduct research on newspaper and magazine readership & content - ANSWER-
To assess the competition from the Internet, examine how online versions relate to their
traditional paper counterparts, and look for new ways to improve their financial situation
Why newspaper advertising has declined - ANSWER-Websites siphoned off classified
ad business; the recession caused advertisers to cut back their budgets.
Why conduct reader traffic studies - ANSWER-To determine which ads are noticed or
read by a publication's audience
reader profiles - ANSWER-provides a demographic summary of the readers of a
particular online or print publication
psychographics - ANSWER-an area of research that examines why people behave and
think as they do.
lifestyle segmentation studies - ANSWER-a research project that investigates and
categorizes respondents' activities, interests, attitudes and behaviors.
item-selection studies - ANSWER-used to determine who reads specific parts of the
print or online version
aided recall techniques - ANSWER-a technique where the interviewer shows a copy of
the paper to the respondent to find out which stories the respondent remembers
unit of analysis in an item-selection study - ANSWER-a specific news article or a
specific content category
Rating - ANSWER-persons or households / population
Cost per Thousand (CPM) - ANSWER-cost of aid / audience size (in thousands)
estimate what it costs to reach 1000 people
NonRatings Research - ANSWER-provides information about audience preferences,
analysis of different types of programming, demographic & lifestyle information about
the audience, etc.
Rough cut testing - ANSWER-production that uses inexpensive tools and actors,
photos, storyboards, etc. along with written descriptions to assess audience interest.
, Campaign Assessment - ANSWER-overall response of consumers top a complete
campaign (uses pretest-posttest designs & tracking studies)
Cognitive Dimension - ANSWER-key dependent variables are attention, awareness,
exposure, recognition, comprehension and recall
Physiological measure of eye tracking - ANSWER-used to determine which parts of an
ad are noticed
Tachistoscope (T-scope) - ANSWER-a slide projector with adjustable levels of
illumination and with projection speeds; ads are tested to determine how long it takes a
consumer to recognize the product, the headline, or the brand name
Ad comprehension - ANSWER-test new ads with focus groups to make sure their
message is getting across as intended
Postproduction research - ANSWER-finished products can be tested in experimental
theaters, at theme parks, and other locations to get an ideal about audience reactions to
the program
Why it's difficult to get an accurate understanding of readership of magazine or
newspaper articles posted online - ANSWER-the time frame of when the articles was
posted (traditional print: daily/weekly/monthly; Internet: may stay posted for varying
lengths of time)
eye camera - ANSWER-a device that can track how a person's gaze travels over an
image
uses & gratifications studies - ANSWER-used to study motives for reading/viewing
media content
journalist-reader comparisons - ANSWER-assess correspondence (agreement)
between journalists and readers
magazine readership research surveys - ANSWER-respondents are asked to evaluate
articles on various attributes either by personal interview or mail survey
reader panels - ANSWER-a set group of people that are selected to participate in a
survey for a predetermined period
circulation research - ANSWER-measures purchase of newspapers & magazines via
subscription or at a newsstand/vending machine
readability - ANSWER-total of all the elements and their interactions that affect the
success of a piece of printed material
ANSWERS 100% CORRECT
Why conduct research on newspaper and magazine readership & content - ANSWER-
To assess the competition from the Internet, examine how online versions relate to their
traditional paper counterparts, and look for new ways to improve their financial situation
Why newspaper advertising has declined - ANSWER-Websites siphoned off classified
ad business; the recession caused advertisers to cut back their budgets.
Why conduct reader traffic studies - ANSWER-To determine which ads are noticed or
read by a publication's audience
reader profiles - ANSWER-provides a demographic summary of the readers of a
particular online or print publication
psychographics - ANSWER-an area of research that examines why people behave and
think as they do.
lifestyle segmentation studies - ANSWER-a research project that investigates and
categorizes respondents' activities, interests, attitudes and behaviors.
item-selection studies - ANSWER-used to determine who reads specific parts of the
print or online version
aided recall techniques - ANSWER-a technique where the interviewer shows a copy of
the paper to the respondent to find out which stories the respondent remembers
unit of analysis in an item-selection study - ANSWER-a specific news article or a
specific content category
Rating - ANSWER-persons or households / population
Cost per Thousand (CPM) - ANSWER-cost of aid / audience size (in thousands)
estimate what it costs to reach 1000 people
NonRatings Research - ANSWER-provides information about audience preferences,
analysis of different types of programming, demographic & lifestyle information about
the audience, etc.
Rough cut testing - ANSWER-production that uses inexpensive tools and actors,
photos, storyboards, etc. along with written descriptions to assess audience interest.
, Campaign Assessment - ANSWER-overall response of consumers top a complete
campaign (uses pretest-posttest designs & tracking studies)
Cognitive Dimension - ANSWER-key dependent variables are attention, awareness,
exposure, recognition, comprehension and recall
Physiological measure of eye tracking - ANSWER-used to determine which parts of an
ad are noticed
Tachistoscope (T-scope) - ANSWER-a slide projector with adjustable levels of
illumination and with projection speeds; ads are tested to determine how long it takes a
consumer to recognize the product, the headline, or the brand name
Ad comprehension - ANSWER-test new ads with focus groups to make sure their
message is getting across as intended
Postproduction research - ANSWER-finished products can be tested in experimental
theaters, at theme parks, and other locations to get an ideal about audience reactions to
the program
Why it's difficult to get an accurate understanding of readership of magazine or
newspaper articles posted online - ANSWER-the time frame of when the articles was
posted (traditional print: daily/weekly/monthly; Internet: may stay posted for varying
lengths of time)
eye camera - ANSWER-a device that can track how a person's gaze travels over an
image
uses & gratifications studies - ANSWER-used to study motives for reading/viewing
media content
journalist-reader comparisons - ANSWER-assess correspondence (agreement)
between journalists and readers
magazine readership research surveys - ANSWER-respondents are asked to evaluate
articles on various attributes either by personal interview or mail survey
reader panels - ANSWER-a set group of people that are selected to participate in a
survey for a predetermined period
circulation research - ANSWER-measures purchase of newspapers & magazines via
subscription or at a newsstand/vending machine
readability - ANSWER-total of all the elements and their interactions that affect the
success of a piece of printed material
