MMC 3420 FINAL EXAM PART 1 WITH
COMPLETE SOLUTIONS
What cab be used to deliver mass media messages? - ANSWER-Billboards
Twitter
blogs
TV
Research - ANSWER-is simply an attempt to discover something
Methodology - ANSWER-describes the processes undertaken to do so
Method of Authority - ANSWER-It is impossible to get an A on a college test—my
brother said so" is an example of the:
Hypodermic needle model - ANSWER-The early model of mass communication
suggestion that a mass communicator need only "shoot" messages at an audience and
that those messages would produce preplanned and almost universal effects is known
as the:
Which statement regarding characteristics of the scientific method is correct? -
ANSWER-Scientific (Basic) research is public
In scientific research, it is important for a single research study to stand alone. -
ANSWER-False
Which of the following statements are TRUE of Private, or Applied, research? -
ANSWER-Both academics and private sector researchers can conduct Private, or
Applied, research
Internal validity - ANSWER-is generally about ruling out other explanations for your
research findings and being sure that you are, indeed, measuring what you think you
are measuring.
External validity - ANSWER-is largely about how you can generalize your research
results to larger populations, settings, etc.
To eliminate unwanted influences, which of the following do researchers use? -
ANSWER-Control variables
What do we call the description of operations that allow for a concept to be observed, or
measured? - ANSWER-Operational Definition
, Qualitative research - ANSWER-Say researchers gathered a focus group to discuss
brand awareness and preferences in online travel booking websites. They started with
several questions and then asked follow-up questions based on responses to other
items. This can best be described as:
You are completing an online survey and are asked to identify your gender. The options
are male, female, and other. What level of measurement is this? - ANSWER-Nominal
Which is the best reason to use deception in a study? - ANSWER-The benefits far
outweigh the costs to participants
What ethical principle refers to an individual's self-determined ability to make un-
coerced, informed decisions - ANSWER-Autonomy
Which of the following do you NOT have to tell participants as a part of the informed
consent process? - ANSWER-Results of your previous research on the topic
An Institutional Review Board (IRB): - ANSWER-Safeguards the rights of human
subjects
A frequency distribution: - ANSWER-Is used to display data
Which of the following is not a measure of dispersion? - ANSWER-Skewness
Suppose that a mass media researcher wants to compare average time per day of TV
viewing and newspaper reading in a group of college students. However, this
researcher used a different instrument (5 point Likert scale for TV viewing & 7 point
Likert scale for newspaper reading). What statistical procedure would be appropriate to
apply so that these two measures can be compared, even though they were measured
on different scales? - ANSWER-z-scores/ standardized scores
Which measure of central tendency is most susceptible to the influence of outliers? -
ANSWER-Mean
In a normal distribution, the Mean, Median, and Mode are set to zero - ANSWER-True
Which is an indicator of the symmetry of a distribution of data? - ANSWER-Skew
If you have found support for your hypothesis, what do you do to the null hypothesis? -
ANSWER-Reject it
Which of the following predicts a directional relationship between two variables? -
ANSWER-one-tailed hypothesis
A power analysis - ANSWER-can tell researchers the number of participants they need
in order to uncover significant differences
COMPLETE SOLUTIONS
What cab be used to deliver mass media messages? - ANSWER-Billboards
blogs
TV
Research - ANSWER-is simply an attempt to discover something
Methodology - ANSWER-describes the processes undertaken to do so
Method of Authority - ANSWER-It is impossible to get an A on a college test—my
brother said so" is an example of the:
Hypodermic needle model - ANSWER-The early model of mass communication
suggestion that a mass communicator need only "shoot" messages at an audience and
that those messages would produce preplanned and almost universal effects is known
as the:
Which statement regarding characteristics of the scientific method is correct? -
ANSWER-Scientific (Basic) research is public
In scientific research, it is important for a single research study to stand alone. -
ANSWER-False
Which of the following statements are TRUE of Private, or Applied, research? -
ANSWER-Both academics and private sector researchers can conduct Private, or
Applied, research
Internal validity - ANSWER-is generally about ruling out other explanations for your
research findings and being sure that you are, indeed, measuring what you think you
are measuring.
External validity - ANSWER-is largely about how you can generalize your research
results to larger populations, settings, etc.
To eliminate unwanted influences, which of the following do researchers use? -
ANSWER-Control variables
What do we call the description of operations that allow for a concept to be observed, or
measured? - ANSWER-Operational Definition
, Qualitative research - ANSWER-Say researchers gathered a focus group to discuss
brand awareness and preferences in online travel booking websites. They started with
several questions and then asked follow-up questions based on responses to other
items. This can best be described as:
You are completing an online survey and are asked to identify your gender. The options
are male, female, and other. What level of measurement is this? - ANSWER-Nominal
Which is the best reason to use deception in a study? - ANSWER-The benefits far
outweigh the costs to participants
What ethical principle refers to an individual's self-determined ability to make un-
coerced, informed decisions - ANSWER-Autonomy
Which of the following do you NOT have to tell participants as a part of the informed
consent process? - ANSWER-Results of your previous research on the topic
An Institutional Review Board (IRB): - ANSWER-Safeguards the rights of human
subjects
A frequency distribution: - ANSWER-Is used to display data
Which of the following is not a measure of dispersion? - ANSWER-Skewness
Suppose that a mass media researcher wants to compare average time per day of TV
viewing and newspaper reading in a group of college students. However, this
researcher used a different instrument (5 point Likert scale for TV viewing & 7 point
Likert scale for newspaper reading). What statistical procedure would be appropriate to
apply so that these two measures can be compared, even though they were measured
on different scales? - ANSWER-z-scores/ standardized scores
Which measure of central tendency is most susceptible to the influence of outliers? -
ANSWER-Mean
In a normal distribution, the Mean, Median, and Mode are set to zero - ANSWER-True
Which is an indicator of the symmetry of a distribution of data? - ANSWER-Skew
If you have found support for your hypothesis, what do you do to the null hypothesis? -
ANSWER-Reject it
Which of the following predicts a directional relationship between two variables? -
ANSWER-one-tailed hypothesis
A power analysis - ANSWER-can tell researchers the number of participants they need
in order to uncover significant differences
