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
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
, MMC 3420 EXAM 4 STUDY GUIDE
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
Flesch (reading ease) formula - Answer -an early readability formula based on the
number of words per sentence and the number of syllables per word
Flesch-Kincaid Readability Test - Answer -translates readability into grade levels
Fog index - Answer -a readability scale based on sentence length and the number of
syllables per word.
Cloze procedure - Answer -technique that removes words & replaces them with blanks
to determine whether participants can understand and accurately replace the blanks
with the correct missing words
Qualitative methods used to asses readers' and nonreaders' reasons for using
newspapers - Answer -Focus groups, field observations and intensive interviews
website usability research - Answer -assesses the usefulness & convenience of a
publication's website; uses observations of behaviors as participants try to navigate the
website
Responsible for beginning of broadcast research - Answer -Advertisers
Broad categories of electronic media research - Answer -Ratings & Nonratings
research
Nielsen Media Research - Answer -conducts TV ratings in several countries around the
world; uses diaries & electronic meters to provide info about ratings to national and local
markets
People Meter samples - Answer -what is being watches & whom is watching
Set Meter samples - Answer -what is watched
Diary samples - Answer -used in smaller markets
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
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
, MMC 3420 EXAM 4 STUDY GUIDE
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
Flesch (reading ease) formula - Answer -an early readability formula based on the
number of words per sentence and the number of syllables per word
Flesch-Kincaid Readability Test - Answer -translates readability into grade levels
Fog index - Answer -a readability scale based on sentence length and the number of
syllables per word.
Cloze procedure - Answer -technique that removes words & replaces them with blanks
to determine whether participants can understand and accurately replace the blanks
with the correct missing words
Qualitative methods used to asses readers' and nonreaders' reasons for using
newspapers - Answer -Focus groups, field observations and intensive interviews
website usability research - Answer -assesses the usefulness & convenience of a
publication's website; uses observations of behaviors as participants try to navigate the
website
Responsible for beginning of broadcast research - Answer -Advertisers
Broad categories of electronic media research - Answer -Ratings & Nonratings
research
Nielsen Media Research - Answer -conducts TV ratings in several countries around the
world; uses diaries & electronic meters to provide info about ratings to national and local
markets
People Meter samples - Answer -what is being watches & whom is watching
Set Meter samples - Answer -what is watched
Diary samples - Answer -used in smaller markets
