RTV 3007 EXAM 3 QUESTIONS WITH VERIFIED
ANSWERS
Diaries - Answers - written diary method for gathering most local market data
People Meters - Answers - Electronic Diary that consists of:
- Home unit "black box" with computer and modem
- Set top unit, green/red notification lights
- Remote control 8 numbered and OK buttons
Market Declination - Answers - when a market becomes over saturated with or out
grows the need of a product it enters market declination, this results in a plummeting of
sale or use of the product.
Designated Market Area (DMA) - Answers - Consists of one or more counties in which
stations located in a central town or city are most viewed.
Metro Area - Answers - Smaller than DMA, covers one or more counties around a
central city core.
Total Survey Area (TSA) - Answers - - 98% of a market's listening audience, covering
counties outside of DMA and overlapping with adjacent DMAs.
- Arbitron
Households - Answers - Unit of measurement for TV.
Persons - Answers - Unit of measurement for radio.
Household using TV (HUT) - Answers - Stations share of TV audience calculated on
this.
Persons Using Radio (PUR) - Answers - A station always has a larger share than rating
for a given time period.
Ratings - Answers - An estimate of a number of households tuned to a specific channel
expressed as a percentage of available households.
Shares - Answers - Estimate of number of households tuned into a specific channel,
expressed as percentage of households actually using their receivers at the time.
Cume - Answers - An estimate of the cumulative number of persons a station reaches
over a particular time period
, Demographics - Answers - age, gender, education, ethnicity, income
Psychographics - Answers - To find out about a person's product ownership, media
preferences, hobbies, additional demographics, or attitudes.
Media - Answers - Technology Vs Content
Technology - the media itself
Content - What the media consists of
Effects - Answers - Correlation - two or more events appear to occur together, one is
not the direct result of the other.
-The media reflects the desires of their audience
Theory - Answers - Causal explanation - how and why things happen
Classification of Media Effects - Answers - - Behavioral
- Cognitive
-Emotional/Affective
Technology - Answers - - the media itself
Content - Answers - - What the media consists of
Correlation - Answers - two or more events appear to occur together, one is not the
direct result of the other.
Causation - Answers - A cause and effect relationship in which one variable controls the
changes in another variable.
Statistical Significance - Answers - Used to publicize the findings of a study in that
"significant" is misinterpreted as important rather than reliable.
Sample Surveys - Answers - Estimates characteristics of entire populations through the
use of very small, but highly representative, samples.
Content Analysis - Answers - - Concentrates on media content.
- Classifications of programs into various categories
Laboratory Experiments - Answers - Researchers are able to control some experimental
factors precisely while excluding others.
Field Studies - Answers - Behavior that is recorded in the "real world" without intruding
in or influencing participants.
Ethnographic Studies - Answers - The researcher becomes part of the usually small
group being studied.
ANSWERS
Diaries - Answers - written diary method for gathering most local market data
People Meters - Answers - Electronic Diary that consists of:
- Home unit "black box" with computer and modem
- Set top unit, green/red notification lights
- Remote control 8 numbered and OK buttons
Market Declination - Answers - when a market becomes over saturated with or out
grows the need of a product it enters market declination, this results in a plummeting of
sale or use of the product.
Designated Market Area (DMA) - Answers - Consists of one or more counties in which
stations located in a central town or city are most viewed.
Metro Area - Answers - Smaller than DMA, covers one or more counties around a
central city core.
Total Survey Area (TSA) - Answers - - 98% of a market's listening audience, covering
counties outside of DMA and overlapping with adjacent DMAs.
- Arbitron
Households - Answers - Unit of measurement for TV.
Persons - Answers - Unit of measurement for radio.
Household using TV (HUT) - Answers - Stations share of TV audience calculated on
this.
Persons Using Radio (PUR) - Answers - A station always has a larger share than rating
for a given time period.
Ratings - Answers - An estimate of a number of households tuned to a specific channel
expressed as a percentage of available households.
Shares - Answers - Estimate of number of households tuned into a specific channel,
expressed as percentage of households actually using their receivers at the time.
Cume - Answers - An estimate of the cumulative number of persons a station reaches
over a particular time period
, Demographics - Answers - age, gender, education, ethnicity, income
Psychographics - Answers - To find out about a person's product ownership, media
preferences, hobbies, additional demographics, or attitudes.
Media - Answers - Technology Vs Content
Technology - the media itself
Content - What the media consists of
Effects - Answers - Correlation - two or more events appear to occur together, one is
not the direct result of the other.
-The media reflects the desires of their audience
Theory - Answers - Causal explanation - how and why things happen
Classification of Media Effects - Answers - - Behavioral
- Cognitive
-Emotional/Affective
Technology - Answers - - the media itself
Content - Answers - - What the media consists of
Correlation - Answers - two or more events appear to occur together, one is not the
direct result of the other.
Causation - Answers - A cause and effect relationship in which one variable controls the
changes in another variable.
Statistical Significance - Answers - Used to publicize the findings of a study in that
"significant" is misinterpreted as important rather than reliable.
Sample Surveys - Answers - Estimates characteristics of entire populations through the
use of very small, but highly representative, samples.
Content Analysis - Answers - - Concentrates on media content.
- Classifications of programs into various categories
Laboratory Experiments - Answers - Researchers are able to control some experimental
factors precisely while excluding others.
Field Studies - Answers - Behavior that is recorded in the "real world" without intruding
in or influencing participants.
Ethnographic Studies - Answers - The researcher becomes part of the usually small
group being studied.
