exam 2 Flashcards
Positives: guaruntee all possible responses considered, not closed
Negatives:can’t do anything with the data, hard to anticipate, need to use data to compose own list, hard to keep track
Open ended questions
yes/no
close ended response
- choose one or more than 1
- Mutually exclusive: answers CANNOT overlap
- Exhaustive: no answer they could come up with in survey responses
multiple choice
descriptive per situation, scale of 1-5 numerical
semantic differential
scale that is closed ended way responding to a particular item (agree, disagree, neutral)
Likert Scale
accuracy
validity
consistency
reliability
promise to not reveal name
Confidentiality
cannot link answer to name
Anonymity
“if you answered yes, skip to #3”
Boolean String
if there are two questions under one number that could be answered in two separate ways and could be divided up into two separate questions
Double-barreled questions
look into giving your survey to enough people before you publish it and see if it does the things you anticipate
pilot test
8-12 people
size of panels in focus groups
2 hours
length of focus groups
your group watching another group discussing what they talked about, can respond to already recorded group common for retail and brand research
two-way focus groups
one moderator is good at working kind of off script, they introduce the questions and elicit viewpoints for lots of different people, the other moderator is covering all question areas making sure they have everything
dual moderator groups
essentially good cop bad cop each taking a different side of the issue, one positive, one negative
Dueling moderators
1 respondent is asked to be moderator halfway through the session, maybe able to conceptualize ideas effectively, not professionally trained, could skew results, not often
Respondent Moderator
client/service provider in the room and is actively involved and talking with the group
Client participation
dividing up larger text into smaller units (dialogue, quotes, descriptions) in what was being said, also generalizable
classical content analysis
computer aided- submit transcript to computer, looks for uncommon words provide a listing and see how word is used
keyword-in-context (KWIC)
various rhetorical strategies analyzing their points, arguing on behalf of a position validity of logic formulating views
Micro inter locuter analysis: are they making statement or simply agreeing/disagreeing? tells you about dialogue in the group, parroting or saying what others have, many fewer arguments than what appears
discourse analysis
(what we did in class) try to sum up themes of what people are saying, further reduce to a smaller number of themes, executive summary, boil it down the overarching theme, only emerge from multiple levels of reduction
constant comparison analysis
Provides practical info that guides decision making by describing a phenomenon or by illuminating the consequences of an action
Used mostly in audience analysis
ex) survey on which commercial was most memorable
applied research
Tests generalized explanations about how the world operates
Common in academic settings
ex) experiments designed to identify effects of watching violent TV
theoretical research
Studies numbers
Allow ability to analyze large groups of people
Generalizability
Methods=surveys, experiments, content analysis
quantitive research
Nonnumeric
Provide rich detail and unexpected insights and answers
Hard to generalize to large population
Methods=interviews, focus groups, ethnography
qualitative
Research offers a standardized product that is sold to multiple subscribers
Audience sold to advertisers
Audience research
Advantages
-Cost is shared by many subscribers so each user pays only portion of total
-Methods researchers use are understood
-Objective
syndicated
Designed to meet the needs of a particular sponsor and might not be shared
Studies could be commissioned from specialists or done by in house research department
custom
Radio
Advertisers were the driving force
1930-1935
Crossley
Convince ANA members to pay a monthly fee for telephone survey research
CAB reports
Calls placed in 33 different cities and at different times a day
Telephone recall method
Disadvantage–people may not be able to remember what they listened to, for the most part only rich people had telephones
telephone interviews
George Gallup and Clark-Hooper
Disadvantage– many people were either not home or doing something else besides listening to the radio
telephone coincedental
Hooper
“What program?’ “Over what station?” “What advertiser puts on that program?”
Audience estimates came from specific telephone surveys
Most visible and popular provider of audience ratings
Set format for basic pattern of commercial audience research
Each month released info about the highest rated evening programs to achieve press coverage
hooper ratings
Daniel Starch
Research for NBC and CBS
Roslow
Roster recall
personal interviews
Not important until the late 1940s
James Seiler-ARB provide week long diary
What you listened to, where, when
Inexpensive
Toward the end people forget to fill it out
Overestimated how much TV was watched
diaries
A paper booklet in which the diary keeper records their media use
diaries
Ask people what they are listening to or seeing at time of call
telephone coincedental
Ask people what they have heard over a period of time
telephone recall
measuring device that records the on off and channel tuning on a tv
meters
Device that electronically records the on off and channel tuning on a tv and is capable of identifying viewers, required people to log in (designated # for each person)
people meters
commercial ratings method predominate today and mainly in TV
Portable people meters
TVs in households
TVHH
Households using TVs
HUT
People using TVs (more useful)
PUT
People using radio considers an individual activity, demographic specific
PUR
metropolitan statistical area- used by ratings comp. To define their metro areas; playing field among radio stations is fairly equal here, most densely populated, big city + first ring of counties
MSA
total survey area; not unusual to live in multiple TSAs; only somewhat important w/ radio industry; not relevant to television
TSA
area of dominant influence- used by Arbitron to describe specific market area, at least one metro inside of it, key area where TV ratings are
ADI
Designated Market Area, local markets defined by assigning every county to one market. Assignments are based on which TV stations are watched by the people in a particular county
DMA
Average Quarter Hour
AQH
gross rating point- gross impressions of an advertising schedule expressed as a percentage of the population. Describes overall size of ad, standard unit advertisers use to buy/trade (prediction), sum of ratings
GRP
cost per thousand (viewers)
CPM
the average wrong guess we are likely to make in predicting the ratings
Standard Error
compares the amount of sampling error in ratings data to the size of different ratings. Ratio of the standard error to the rating itself
Relative Standard Error
describes audience (race, gender, age) MWAKC – men, women, adults, kids (12-17), children (2-12)
demographic
describes audience based on psychological characteristics, what you do (attitudes, interests)
psychographic
procedure for solving inaccurate, missing, or confused data entries
ascription
the sample of households or people actually included in the processing results
in-tab
Subset of a population
sample
group of people you want to study
population
illegal practices in which a station or its agent engage in an attempt to artificially inflate the stations rating during a measurement period, “there is a rating survey going on, please listen”
hypoing
a station airs content out of the ordinary to bring in more listeners
stunting
an advertising technique in which a product is promoted in mediums other than radio and television; less expensive; examples are trade shows, catalogs, and direct mail campaigns
below-the-line
bring more people in the sample than needed. It is used as a backup if there are low cooperation rates
buffer samples
assess that a sample has few people so it multiplies the data. It assigns different mathematical weights to different subsets of the intab sample in an effort to correct the different response rates for those subjects. Each weight is the ratio of the subsets size in the population to its size in the sample. Unusual amount of dropout, assign weight to equal what’s expected –> increased error
sample weighting
= Rating * Population (TVHH)
audience
= Share * HUT
audience
= Audience/TVHH
rating
= audience/HUT
share
= Cost of Spot * 1000/Target Audience
CPM
= Cost of Spot/Target Audience Rating
CPP
= Cost of Schedule/GRP (measure of efficiency)
CRGRP
the size of the total unduplicated audience for a station over some specified period of time
Cume audience
total size of the unduplicated audience that listens exclusively to one station within some specified period of time
exclusive audience
percentage of a station’s cume audience that also listened to another station, within some specified period of time
cume duplication
Time spent listening/time spent viewing
TSL/TSV
Ratio of a stations cumulative audience to its average quarter hour audience within a day part
Turnover
extent to which listeners in one daypart also listen to another daypart
Recycling
Total number of unduplicated persons or households included in an audience of a station or commercial over some period.
reach
the average number of times a person is exposed to a particular advertising message
frequency
a certain amount of exposure to an ad is necessary before it is effective
effective frequency
=Cume Persons in Daypart/AQH Persons in Daypart
Turnover
=Reach * Frequency
GRP
= Cume Persons in Both Dayparts / Cume Persons in one Daypart
recycling
= AQH Persons in Daypart*QHs in Daypart / Cume Persons in Daypart
TSL
= TSV channel / TSV TV
cume share
=All QH ratings/ # of QHs
AQH of audience
DSW
dead show walking
