MMC 3420 FINAL EXAM part 1 QUESTIONS AND ANSWERS GRADED A+
What cab be used to deliver mass media messages? - Answers Billboards
Twitter
blogs
TV
Research - Answers is simply an attempt to discover something
Methodology - Answers describes the processes undertaken to do so
Method of Authority - Answers It is impossible to get an A on a college test—my brother said so"
is an example of the:
Hypodermic needle model - Answers 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? - Answers
Scientific (Basic) research is public
In scientific research, it is important for a single research study to stand alone. - Answers False
Which of the following statements are TRUE of Private, or Applied, research? - Answers Both
academics and private sector researchers can conduct Private, or Applied, research
Internal validity - Answers 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 - Answers 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? - Answers Control
variables
What do we call the description of operations that allow for a concept to be observed, or
measured? - Answers Operational Definition
Qualitative research - Answers 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? - Answers Nominal
, Which is the best reason to use deception in a study? - Answers 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 - Answers Autonomy
Which of the following do you NOT have to tell participants as a part of the informed consent
process? - Answers Results of your previous research on the topic
An Institutional Review Board (IRB): - Answers Safeguards the rights of human subjects
A frequency distribution: - Answers Is used to display data
Which of the following is not a measure of dispersion? - Answers 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? - Answers z-scores/
standardized scores
Which measure of central tendency is most susceptible to the influence of outliers? - Answers
Mean
In a normal distribution, the Mean, Median, and Mode are set to zero - Answers True
Which is an indicator of the symmetry of a distribution of data? - Answers Skew
If you have found support for your hypothesis, what do you do to the null hypothesis? - Answers
Reject it
Which of the following predicts a directional relationship between two variables? - Answers one-
tailed hypothesis
A power analysis - Answers can tell researchers the number of participants they need in order to
uncover significant differences
All of the following research types are conducted in public relations except - Answers
Cultivation research
In a communication audit, what research techniques are generally used - Answers Readership
surveys and readability studies
Tracking polls - Answers ALL OF THESE ARE TRUE
Begin with a baseline poll
What cab be used to deliver mass media messages? - Answers Billboards
blogs
TV
Research - Answers is simply an attempt to discover something
Methodology - Answers describes the processes undertaken to do so
Method of Authority - Answers It is impossible to get an A on a college test—my brother said so"
is an example of the:
Hypodermic needle model - Answers 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? - Answers
Scientific (Basic) research is public
In scientific research, it is important for a single research study to stand alone. - Answers False
Which of the following statements are TRUE of Private, or Applied, research? - Answers Both
academics and private sector researchers can conduct Private, or Applied, research
Internal validity - Answers 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 - Answers 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? - Answers Control
variables
What do we call the description of operations that allow for a concept to be observed, or
measured? - Answers Operational Definition
Qualitative research - Answers 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? - Answers Nominal
, Which is the best reason to use deception in a study? - Answers 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 - Answers Autonomy
Which of the following do you NOT have to tell participants as a part of the informed consent
process? - Answers Results of your previous research on the topic
An Institutional Review Board (IRB): - Answers Safeguards the rights of human subjects
A frequency distribution: - Answers Is used to display data
Which of the following is not a measure of dispersion? - Answers 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? - Answers z-scores/
standardized scores
Which measure of central tendency is most susceptible to the influence of outliers? - Answers
Mean
In a normal distribution, the Mean, Median, and Mode are set to zero - Answers True
Which is an indicator of the symmetry of a distribution of data? - Answers Skew
If you have found support for your hypothesis, what do you do to the null hypothesis? - Answers
Reject it
Which of the following predicts a directional relationship between two variables? - Answers one-
tailed hypothesis
A power analysis - Answers can tell researchers the number of participants they need in order to
uncover significant differences
All of the following research types are conducted in public relations except - Answers
Cultivation research
In a communication audit, what research techniques are generally used - Answers Readership
surveys and readability studies
Tracking polls - Answers ALL OF THESE ARE TRUE
Begin with a baseline poll
