CCI 150 Exam 1
Primary Research - ANS -Research done first hand
ex. survey, poll, focus group, interview, content analysis
Secondary Research - ANS -someone else's research
ex. census, gov records, libraries
Census research - ANS -asking ever person in a specific population
sampling research - ANS -sampling a population, can be very accurate, samples can represent
a larger group
convenience sampling - ANS -polling an audience that is easy to find
ex. man on street, online polls, telephone polls
probability (scientific) sampling - ANS -probability = random = scientific
taking a poll of an audience in a scientific way (RANDOM sampling)
every person in a given population has a change
more reliable
In probability (random) sampling, why does sample size matter? - ANS -size matters because
the more people you have, the more accurate the results
Magic number - ANS -the number of people in a survey to be represented by ANY size
population
384 = 95% accurate
What does it mean to sample? - ANS -It means to poll just a portion of the population at
random
Margin of error - ANS -how likely a survey is going to be wrong
stated as a "plus or minus"
,why does margin of error matter?
Can you determine the likely outcome of an election if you know the margin of error of the poll?
How does margin of error relate to sample size (very generally)? - ANS -matter because it
provides a way to estimate results
yes, but not always
relates because Margin of Error
Six factors of evaluating a sample - ANS -1. How many people were interviews and how were
they selected?
2. When was it taken?
3. Who paid for it?
4. What is the margin of error?
5. How was it conducted?
6. How were the questions worded and in what order? (instrument design)
Exit poll
how are they used? - ANS -survey conducted as voters are leaving the polls
use to predict outcome of election
Focus group
how is it used? - ANS -qualitative
A small groups of people (6-10) who give a researcher their opinion
used as starting point before quantitative research
Understand how research is used in the business of mass communication, including a basic
understanding of the following terms:
Audit Bureau of Circulation
, A.C. Nielsen Company
Arbitron / Nielsen Audio
Media Metrix / Comm. Score - ANS -looks at what consumers use these products (numbers)
done because these companies make and influence money
Audit Bureau of Circulation - ANS -ABC
print
A.C. Nielsen Company - ANS -TV
measure primarily television audiences
works through diary method and electronic meter devices
Arbitron / Nielsen Audio - ANS -Radio audiences
Media Metrix / Comm. Score - ANS -Internet
Research Methods - ANS -written diaries, TV top boxes and portable people meters
computer software
Diaries - ANS -used to measure audiences in smaller TV and radio markets
problem: people constantly change stations and cannot get accurate results
Meters - ANS -more accurate
Set-top boxes and Portable people meters
Portable people meters - ANS -Picks up signals not auditable to human ear
More accurate
zipping, zapping, flushing - ANS -Channel surfing, commercial skipping, other activities during
commercials
True or False: Probability sampling is more accurate that connivence sampling - ANS -True
statistical tie - ANS -When margin of error is too close to tell
happens when calculate MOE and the results change the outcome
Primary Research - ANS -Research done first hand
ex. survey, poll, focus group, interview, content analysis
Secondary Research - ANS -someone else's research
ex. census, gov records, libraries
Census research - ANS -asking ever person in a specific population
sampling research - ANS -sampling a population, can be very accurate, samples can represent
a larger group
convenience sampling - ANS -polling an audience that is easy to find
ex. man on street, online polls, telephone polls
probability (scientific) sampling - ANS -probability = random = scientific
taking a poll of an audience in a scientific way (RANDOM sampling)
every person in a given population has a change
more reliable
In probability (random) sampling, why does sample size matter? - ANS -size matters because
the more people you have, the more accurate the results
Magic number - ANS -the number of people in a survey to be represented by ANY size
population
384 = 95% accurate
What does it mean to sample? - ANS -It means to poll just a portion of the population at
random
Margin of error - ANS -how likely a survey is going to be wrong
stated as a "plus or minus"
,why does margin of error matter?
Can you determine the likely outcome of an election if you know the margin of error of the poll?
How does margin of error relate to sample size (very generally)? - ANS -matter because it
provides a way to estimate results
yes, but not always
relates because Margin of Error
Six factors of evaluating a sample - ANS -1. How many people were interviews and how were
they selected?
2. When was it taken?
3. Who paid for it?
4. What is the margin of error?
5. How was it conducted?
6. How were the questions worded and in what order? (instrument design)
Exit poll
how are they used? - ANS -survey conducted as voters are leaving the polls
use to predict outcome of election
Focus group
how is it used? - ANS -qualitative
A small groups of people (6-10) who give a researcher their opinion
used as starting point before quantitative research
Understand how research is used in the business of mass communication, including a basic
understanding of the following terms:
Audit Bureau of Circulation
, A.C. Nielsen Company
Arbitron / Nielsen Audio
Media Metrix / Comm. Score - ANS -looks at what consumers use these products (numbers)
done because these companies make and influence money
Audit Bureau of Circulation - ANS -ABC
A.C. Nielsen Company - ANS -TV
measure primarily television audiences
works through diary method and electronic meter devices
Arbitron / Nielsen Audio - ANS -Radio audiences
Media Metrix / Comm. Score - ANS -Internet
Research Methods - ANS -written diaries, TV top boxes and portable people meters
computer software
Diaries - ANS -used to measure audiences in smaller TV and radio markets
problem: people constantly change stations and cannot get accurate results
Meters - ANS -more accurate
Set-top boxes and Portable people meters
Portable people meters - ANS -Picks up signals not auditable to human ear
More accurate
zipping, zapping, flushing - ANS -Channel surfing, commercial skipping, other activities during
commercials
True or False: Probability sampling is more accurate that connivence sampling - ANS -True
statistical tie - ANS -When margin of error is too close to tell
happens when calculate MOE and the results change the outcome
