Final Exam Flashcards
If a measuring device measures time and time again accurately, is it reliable or valid?
reliable
What are the four forms of measurement validity?
Face
Content Validity
Criterion-related Validity
Construct Validity
If you sample poorly or create a methodology for doing research that is not much like reality, what have you damaged?
validity
Reliability
Does our measuring tool measure consistently and is it stable?
Validity
Did we measure well what we wanted to measure?
External validity
Are findings representative
Internal validity
Are our measuring tools and techniques measuring the phenomenon that we intended to measure?
Face validity
“on the face
of its definition” measures the concept
- “What is your age?” measures age
Content validity
-Experts agree
that your measure is valid
-Validity is based on authority and credibility of judges
Criterion-related Validity
requires comparison to other criteria
Construct validity
Construct validity is the experimental demonstration that a test is measuring the construct it claims to be measuring.
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
Is it a common tool of PR and advertising professionals?
yes
How do advertising and PR professionals use focus groups?
attempt to define problems, gather reactions to proposed solutions
Is a focus group qualitative or quantitative (formal or informal)?
qualitative (informal)
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
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 many participants?
6-12
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?
- Automated meters
- Hand-written diaries
- 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?
- consumer jury tests. A group of 50-100 shown ads
and then rate them at catching attention - eye-tracking studies record where a test subjects
eyes travel while viewing an ad. - T-scope=ads flashed in front of subject to
determine how long it takes to recognize
a product or headline or brand name. - physiologic tests like pupil meters, galvanic
skin response. - Semantic differential scales
Cognitive
attention, awareness, exposure,
recognition, comprehensive, recall
Affective
attitude change, liking/disliking, involvement
Connotative
trial behavior, intention to buy, purchasing
