Final Exam Flashcards by Allison Johnson

If a measuring device measures time and time again accurately, is it reliable or valid?

reliable

How well did you know this?

Not at all

Perfectly

What are the four forms of measurement validity?

Face
Content Validity
Criterion-related Validity
Construct Validity

How well did you know this?

Not at all

Perfectly

If you sample poorly or create a methodology for doing research that is not much like reality, what have you damaged?

validity

How well did you know this?

Not at all

Perfectly

Reliability

Does our measuring tool measure consistently and is it stable?

How well did you know this?

Not at all

Perfectly

Validity

Did we measure well what we wanted to measure?

How well did you know this?

Not at all

Perfectly

External validity

Are findings representative

How well did you know this?

Not at all

Perfectly

Internal validity

Are our measuring tools and techniques measuring the phenomenon that we intended to measure?

How well did you know this?

Not at all

Perfectly

Face validity

“on the face
of its definition” measures the concept
- “What is your age?” measures age

How well did you know this?

Not at all

Perfectly

Content validity

-Experts agree
that your measure is valid
-Validity is based on authority and credibility of judges

How well did you know this?

Not at all

Perfectly

Criterion-related Validity

requires comparison to other criteria

How well did you know this?

Not at all

Perfectly

Construct validity

Construct validity is the experimental demonstration that a test is measuring the construct it claims to be measuring.

How well did you know this?

Not at all

Perfectly

How would you define the concept of a focus group?

the most common Informal Research method used in PR and advertising, semi-structured group interview with results analyzed using qualitative methods

How well did you know this?

Not at all

Perfectly

Is it a common tool of PR and advertising professionals?

yes

How well did you know this?

Not at all

Perfectly

How do advertising and PR professionals use focus groups?

attempt to define problems, gather reactions to proposed solutions

How well did you know this?

Not at all

Perfectly

Is a focus group qualitative or quantitative (formal or informal)?

qualitative (informal)

How well did you know this?

Not at all

Perfectly

How should a good focus group be set up?

Group should be homogeneous (people who are similar)
Participants should not already know one another.
Qualify group members with screening test to make sure you protect group homogeneity
Recruit more participants than desired because some people won’t show up
Choose a convenient time and location

How well did you know this?

Not at all

Perfectly

What is the role of the moderator in carrying out a good focus group?

participants can be asked to explain what they mean=eliminating one source of error, misunderstandings by researchers moderator leads the discussion through a series of topics, rather than asking a specific set of questions, moderator follows a “protocol” which can range from a rough outline of topics to a carefully constructed list of topics

How well did you know this?

Not at all

Perfectly

How many participants?

6-12

How well did you know this?

Not at all

Perfectly

How long will they last?

1-3 hours (ed fred says no longer than 1)

What information is provided by focus groups?

attempt to define problems, gather reactions to proposed solutions

What advantages does it offer?

participants can be asked to explain what they mean=eliminating one source of error, misunderstandings by researchers

What are its disadvantages?

not generalizable to the entire population

What common types of readership studies are done on print media and what will each tell a PR professional?

Readership Surveys
- reader profiles
- item-selection studies
- reader-nonreader studies
- uses and gratification studies
- journalist-reader comparisons
Readability research

What does the audience’s uses of the media mean?

utility of information

What does it mean when we say that the audience receives gratification from its use of the media?

emotional or psychological reward

What two types of circulation research are done?

aided recall and frequency

Managers of publications examine what type of questions about their publications through research?

determines who reads or doesn’t read, a specific time frame, frequency

What do readership studies attempt to assess?

demographics, psychographics, and lifestyle segmentation

Which service provides audience data for TV?

Nielson Media Research

What methods are used to collect information on audiences?

Terms

Is data available only for national programs?

US and Canada as well as regional tv and local cable

What is a rating point?

the percentage of households in a population who are tuned in to a specific program

What is a share point?

the percent of PUR or HUT tuned in | to a specific program

What is HUT?

Homes Using Television

What is PUR?

Persons Using Radio

What is CPM?

Cost Per Thousand

If I wanted to know how cost effective an advertisement on a program is, which of these terms would an advertiser look at?

CPM

Besides Nielsen ratings, do media test their programs in any other ways?

1. Automated meters 2. Hand-written diaries 3. Telephone surveys for special study questions such as a telephone coincidental

Gross ratings points

total of all ratings of all the media in the advertising plan

reach

the percent of the target audience with the opportunity to be exposed to a message at least once.

average frequency

the number of times an audience member is likely to be exposed to the message

Arbitron

provides ratings for network and local | radio programming

What research is carried out to evaluate ads’ impact on each?

1. consumer jury tests. A group of 50-100 shown ads and then rate them at catching attention 2. eye-tracking studies record where a test subjects eyes travel while viewing an ad. 3. T-scope=ads flashed in front of subject to determine how long it takes to recognize a product or headline or brand name. 4. physiologic tests like pupil meters, galvanic skin response. 5. Semantic differential scales

Cognitive

attention, awareness, exposure, | recognition, comprehensive, recall

Affective

attitude change, liking/disliking, involvement

Connotative

trial behavior, intention to buy, purchasing