MMC 3420 TEST 4 QUESTIONS AND
ANSWERS 100% CORRECT
What are the 4 types of Newspaper Research? - ANSWER-Readership
Circulation
Management
Website Usability
Readership Research - ANSWER-A personal interview in which respondents are shown
a copy of a newspaper and asked to ID the articles they have read
What are the four types of Readership Studies? - ANSWER-Reader Profiles
Item-Selection Studies
Uses and Gratifications Studies
Journalist-Reader Comparisons
Reader profile - ANSWER-A demographic summary of the readers of a particular online
or print publication? ex) 70% female, median age 38 with income at about $70,000
What are the two main types of Reader Profiles? - ANSWER-Lifestyle segmentation
research
Psychographic studies
Lifestyle segmentation research - ANSWER-A research project that investigates and
categorizes respondents' activities, interests, attitudes, and behaviors; ID and label
individuals
Psychographic studies - ANSWER-Examines why people behave and think as they do;
level of agreement or disagreement with a large number of attitudinal statements
What are "casual users" of newspaper websites? - ANSWER-Visit a site only a few
times a month; about 85% of USAToday.com readers
What are "power users" of newspaper websites? - ANSWER-Visits more than 10
times/month and spends at least an hour on the site
Item-Selection Study - ANSWER-A readership study used to determine who reads
specific parts of a newspaper
Aided-recall - ANSWER-a survey technique in which the interviewer shows the
respondent a copy of a newspaper, magazine, TV schedule, or other item that might
help him or her to remember a certain article, program, ad, etc.
, Journalist-reader comparison - ANSWER-A group of journalists is questioned about a
certain topic and their answers are compared to those of their readers to see whether
there is any correspondence between the two
What is one of the main differences between editors and readers on journalistic
standards? - ANSWER-Both groups agree on the importance of journalistic standards
but readers didn't value professional staffing goals and enterprise reporting as high as
editors did
What is the difference between subject interests of editors and readers? - ANSWER-
Editors value breaking news more whereas consumers value human interest,
entertainment, and odd/unusual stories
What do online newspapers and magazines look at for item-selection studies and
readership? - ANSWER-Hits (number of times a story is requested from a website) or
the number of page views over a specified time (number of times a page is accessed
during the measurement period)
Eye camera - ANSWER-A device used to track a person's gaze over an image
What are some qualities that readers enjoy in online newspapers and magazines? -
ANSWER-Headlines that lead to a full story
Dynamic story forms (contains motion, readers can click around)
Scanning
Searching for a specific item
Reading to pass time
What are reader-nonreader studies? - ANSWER-A study that contrasts nonreaders of
newspapers and magazines with regular readers
How can a "nonreader" be defined? - ANSWER-Those who do not read a newspaper,
those who have not read a paper today, and those who check off "seldom" or "never"
when asked how often they read a newspaper
What is the most common description of a nonreader? - ANSWER-Those who have not
read a newspaper today
Uses and Gratifications Study - ANSWER-A study of the motives for media usage and
the rewards that are sought; respondents are given a list of possible uses and
gratifications and are asked whether any of these motives are behind their reading;
responses are summed and an average score is given to each item
What are some of the main motivations for using the Internet to read an online version
of a newspaper? - ANSWER-Interpersonal utility, passing time, convenience,
information seeking, and entertainment
ANSWERS 100% CORRECT
What are the 4 types of Newspaper Research? - ANSWER-Readership
Circulation
Management
Website Usability
Readership Research - ANSWER-A personal interview in which respondents are shown
a copy of a newspaper and asked to ID the articles they have read
What are the four types of Readership Studies? - ANSWER-Reader Profiles
Item-Selection Studies
Uses and Gratifications Studies
Journalist-Reader Comparisons
Reader profile - ANSWER-A demographic summary of the readers of a particular online
or print publication? ex) 70% female, median age 38 with income at about $70,000
What are the two main types of Reader Profiles? - ANSWER-Lifestyle segmentation
research
Psychographic studies
Lifestyle segmentation research - ANSWER-A research project that investigates and
categorizes respondents' activities, interests, attitudes, and behaviors; ID and label
individuals
Psychographic studies - ANSWER-Examines why people behave and think as they do;
level of agreement or disagreement with a large number of attitudinal statements
What are "casual users" of newspaper websites? - ANSWER-Visit a site only a few
times a month; about 85% of USAToday.com readers
What are "power users" of newspaper websites? - ANSWER-Visits more than 10
times/month and spends at least an hour on the site
Item-Selection Study - ANSWER-A readership study used to determine who reads
specific parts of a newspaper
Aided-recall - ANSWER-a survey technique in which the interviewer shows the
respondent a copy of a newspaper, magazine, TV schedule, or other item that might
help him or her to remember a certain article, program, ad, etc.
, Journalist-reader comparison - ANSWER-A group of journalists is questioned about a
certain topic and their answers are compared to those of their readers to see whether
there is any correspondence between the two
What is one of the main differences between editors and readers on journalistic
standards? - ANSWER-Both groups agree on the importance of journalistic standards
but readers didn't value professional staffing goals and enterprise reporting as high as
editors did
What is the difference between subject interests of editors and readers? - ANSWER-
Editors value breaking news more whereas consumers value human interest,
entertainment, and odd/unusual stories
What do online newspapers and magazines look at for item-selection studies and
readership? - ANSWER-Hits (number of times a story is requested from a website) or
the number of page views over a specified time (number of times a page is accessed
during the measurement period)
Eye camera - ANSWER-A device used to track a person's gaze over an image
What are some qualities that readers enjoy in online newspapers and magazines? -
ANSWER-Headlines that lead to a full story
Dynamic story forms (contains motion, readers can click around)
Scanning
Searching for a specific item
Reading to pass time
What are reader-nonreader studies? - ANSWER-A study that contrasts nonreaders of
newspapers and magazines with regular readers
How can a "nonreader" be defined? - ANSWER-Those who do not read a newspaper,
those who have not read a paper today, and those who check off "seldom" or "never"
when asked how often they read a newspaper
What is the most common description of a nonreader? - ANSWER-Those who have not
read a newspaper today
Uses and Gratifications Study - ANSWER-A study of the motives for media usage and
the rewards that are sought; respondents are given a list of possible uses and
gratifications and are asked whether any of these motives are behind their reading;
responses are summed and an average score is given to each item
What are some of the main motivations for using the Internet to read an online version
of a newspaper? - ANSWER-Interpersonal utility, passing time, convenience,
information seeking, and entertainment
