MMC 3420 FINAL EXAM REVIEW QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026

MMC 3420 FINAL EXAM REVIEW QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026 Random ________________ refers to every. participant having an equal chance of being assigned to any experimental condition - Answers Assignment This type of review is when other experts have evaluated it before it is published - Answers peer Media bias and a lack of _______ in it is at all time high in the US - Answers trust This experimental design allows for multiple independent variables - Answers Factorial These independent variables include everything a participant walks into the study with - Answers Observed experiments with staged manipulations often employ one of these - Answers Confederate If a study's _______ is not representative of the population, its generalizing results to, it is not good - Answers sample One stipulation of causation is that the variables must correlate in some _____________ way - Answers meaningful ________ of interest on the part of researchers is an important criteria to evaluate when evaluating research reports - Answers Conflict These type of experiments do not allow for random assignment - Answers Quasi _______ is just one online fact checking website available to all - Answers Snopes These types of experiments give up control for greater external validity - Answers field An accepted set of assumptions, theories, and procedures about how researchers view the world is - Answers a paradigm Current quantitative research in mass media is derived from what paradigm? - Answers Interpretive Qualitative data analysis begins with - Answers reducing data by creating categories Which of the following is said to occur in a "natural context?" - Answers field observation Due to typically small sample sizes, many qualitative research studies lack - Answers generalizability Maximizing the reach and frequency of the audience for your message is termed what in advertising research? - Answers Media research If the goal of your advertising campaign is to raise awareness and brand recognition, along what dimension would you be evaluating copy on? - Answers cognitive What dimension of copy testing is employed if you show research participants different ads for your brand and ask them how likely they are to purchase the product in the future? - Answers conative If you are buying ad spots from a local company that owns a TV station and several local radio stations, you're looking for the ___________ CPM for your client - Answers lowest What stage of PR research has this goal: To define problems, publics, and the current state of affairs broadly, and specifically about your company - Answers beginning research This non-ratings type of research explores audience reactions to content prior to a full launch, much like copy testing in advertising research - Answers Program testing T/F: More accurate data collection methods, and more frequent ratings reports are generally more available to - Answers large DMA's What does HUT mean? - Answers households watching television Which of the following are NOT ways in which Nielsen collects ratings data? - Answers coincidental phone calls Who provides TV ratings data to Nielsen? - Answers a representative national sample of households T/F: The dialogue between moderator and participant is the only data to evaluate in focus groups - Answers false What type of qualitative research involves immersing oneself in a research setting and exploring the environment from the participant's point of view? - Answers ethnography What type of PR research assess an organization's PR activities as viewed (1) Internally and (2) Externall - Answers PR audit What metric equates media coverage in dollars it would have cost to advertise. - Answers Advertising Equivalency Which are bigger (for the same show at the same time) -- ratings or shares? - Answers Shares the positivist research approach encourages a focus on conducting research in the field, in natural surroundings, rather than trying to control extraneous variables - Answers false if researchers first conducted a focus grop, then using the dta collected o inform a survery, they proceeded to carry out an online survery abou the same topic. What would best characterize this research? - Answers Sequential; mixed methods Nielsen's TV ratings are based on a census of TVHH - Answers False Which of the following are NOT recommended ways of eliminating variables or minimizing the influence of confounding variables? - Answers Using previously validated scales throughout the study What was NOT a cue that should have led readers to be skeptical of the horn story - Answers the story was picked up by dozens of sources Physiological research such a recording heart rate, eye tracking, facial EMG or even fMRI is most closely associated with: - Answers The Affective Dimension of Copy Testing