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MMC 3420 Midterm Exam || Most Recent Exam 2026
Actual Complete Real Exam Questions And Correct
Answers ||Verified Exam!! (Verified Answers) Already
Graded A+ ||Newest Exam!!!
Examples of research methods - Answers-experiment,
survey, content analysis, focus groups, in-depth interviews
any form of communication transmitted through a medium
(channel) that simultaneously reaches a large number of
people. - Answers-mass communication
a system of methods used in a particular area of study or
activity - Answers-Methodology
What historical events/ periods encouraged the growth of
mass media research? - Answers-1. World War 1
-Propaganda
-hypodermic needle model of communication: mass
communicators need only shoot messages at an audience
and those messages would produce pre-planned and
universal effects
2. Realization by Advertisers in the 50's and 60's
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-research data are useful in developing ways to persuade
customers to buy products and services
-efficiency, exposure, demographics, placement, selection
of medium
3. Increasing interest of citizens
-in effects of the media on the public (especially children)
-result was interest in research related to violence and
sexual content
-prosocial (positive) antisocial (negative)
4. Increasing competition among media
-in terms of ad dollars
-audience fragmentation = niches = demassification>
increases need for trend
studies, image studies, segmentation studies
-survival kit contains info about consumers changing
values, tastes, shifts, etc
Examples of non scientific ways of knowing: - Answers-
•Intuition
(Believe something to be true because you feel it is true;
from within)
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•Tenacity
(hear something and just believe it. Ex: We use only 10%
of our brains)
•Authority
(believing something because Beyonce says it)
What are the six basic characteristics of the scientific
method? - Answers-Scientific research is:
-Public
-Objective
-Empirical
(Evidence that is observable)
-Systematic and cumulative
-Predictive
-Self-correcting
researchers concerned with a world that is knowable and
potentially measurable. - Answers-Empirical Research
dictionary-like definition. Gives a concept a meaning. -
Answers-Conceptual definition
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Empirical counterpart of a concept or construct. Links the
empirical with the theoretical. Events that are measured or
manipulated in research.
-What factor are we going to look at to measure
something?
-If measuring kindness, are we measuring how many
times someone opens a door for others?
-Can have more than one value along continuum. For
example: "satisfaction with pay- per-view TV programs"
can take on different values. A person can be satisfied a
lot, little or not at all. - Answers-Variable
defining observations that can be used to measure the
concept
Ex: for measuring kindness: how often do people open
doors for others and give to charity. example: scale. How
are you measuring it? - Answers-Operational definition
MMC 3420 Midterm Exam || Most Recent Exam 2026
Actual Complete Real Exam Questions And Correct
Answers ||Verified Exam!! (Verified Answers) Already
Graded A+ ||Newest Exam!!!
Examples of research methods - Answers-experiment,
survey, content analysis, focus groups, in-depth interviews
any form of communication transmitted through a medium
(channel) that simultaneously reaches a large number of
people. - Answers-mass communication
a system of methods used in a particular area of study or
activity - Answers-Methodology
What historical events/ periods encouraged the growth of
mass media research? - Answers-1. World War 1
-Propaganda
-hypodermic needle model of communication: mass
communicators need only shoot messages at an audience
and those messages would produce pre-planned and
universal effects
2. Realization by Advertisers in the 50's and 60's
,2|Page
-research data are useful in developing ways to persuade
customers to buy products and services
-efficiency, exposure, demographics, placement, selection
of medium
3. Increasing interest of citizens
-in effects of the media on the public (especially children)
-result was interest in research related to violence and
sexual content
-prosocial (positive) antisocial (negative)
4. Increasing competition among media
-in terms of ad dollars
-audience fragmentation = niches = demassification>
increases need for trend
studies, image studies, segmentation studies
-survival kit contains info about consumers changing
values, tastes, shifts, etc
Examples of non scientific ways of knowing: - Answers-
•Intuition
(Believe something to be true because you feel it is true;
from within)
,3|Page
•Tenacity
(hear something and just believe it. Ex: We use only 10%
of our brains)
•Authority
(believing something because Beyonce says it)
What are the six basic characteristics of the scientific
method? - Answers-Scientific research is:
-Public
-Objective
-Empirical
(Evidence that is observable)
-Systematic and cumulative
-Predictive
-Self-correcting
researchers concerned with a world that is knowable and
potentially measurable. - Answers-Empirical Research
dictionary-like definition. Gives a concept a meaning. -
Answers-Conceptual definition
, 4|Page
Empirical counterpart of a concept or construct. Links the
empirical with the theoretical. Events that are measured or
manipulated in research.
-What factor are we going to look at to measure
something?
-If measuring kindness, are we measuring how many
times someone opens a door for others?
-Can have more than one value along continuum. For
example: "satisfaction with pay- per-view TV programs"
can take on different values. A person can be satisfied a
lot, little or not at all. - Answers-Variable
defining observations that can be used to measure the
concept
Ex: for measuring kindness: how often do people open
doors for others and give to charity. example: scale. How
are you measuring it? - Answers-Operational definition
