MCM-140 6 QUESTIONS

Question 1

Longitudinal Studies

Answer 1

A study that covers a single sample over a long period of time (years/decades) through a diachronic analysis that enables comparison of the changes of phenomena, data, individuals over time.

Types: Cohort panels, panel studies, repeated-cross sectional studies.

Question 2

Observational Studies

Answer 2

A systematic method of directly observing patterns, events, or behaviors in their natural environment without interacting with people involved. It tends to be less reliable in terms of consistency but more accurate.

Question 3

Strengths of Longitudinal

Answer 3

1. Examines cause and effect relationships
2. Tracks Growth
3. Micro-Level Data analysis
4. Reduces Sampling Error: Consistent sample over time (Economical).
5. Reliable Recommendations: Supports evidence-based interventions.

Question 4

Strengths of observational research

Answer 4

1. Provides Flexibility in research approach.
2. Direct measure of actual behaviors rather than relying on reports/intentions
3. Useful for collecting data that involves non-verbal communication and group dynamics.
4. Observational data can be executed quickly & accurate.

Question 5

Limitations of Longitudinal

Answer 5

1. Prone to Attrition - Loss of participants over time
2. Time-consuming & expensive to conduct
3. Potential for data inaccuracies if one does not take it seriously.

Question 6

Limitations of Observational Research

Answer 6

1. May not provide the full picture of behavioral variables since it cannot measure attitudes, beliefs, or emotions.
2. Susceptible to researcher bias & relies on subjective interpretation.
3. Not always representative of the general population due to sample size limitations.
4. Time-consuming, costly & challenging if participants are not readily available.

Question 7

Applications of Longitudinal & Observational in Empirical Research

Answer 7

Longitudinal studies are ideal for analyzing cause-and-effect relationships and tracking developmental changes or disease progression over time.

Observational studies excel in social sciences & marketing for understanding behaviors in natural contexts.

Both methods provide valuable data, especially when combined to balance depth of analysis and real-world applicability​.

Question 8

What is Meta-analysis?

Answer 8

It combines the results from multiple separate studies to increase validity & reliability (over individual studies), improve estimates of the size of the effect, and/or resolve uncertainty when reports & research studies disagree.

Question 9

What is the methodology of Meta-analysis?

Answer 9

Combining Data: Meta-analysis aggregates effect sizes, means, or proportions from different studies into a single dataset.

Question 10

Steps Involved for Meta-Analysis Methodology

Answer 10

1. Identify relevant studies with same research question
2. Select studies that meet methodological criteria
3. Extract relevant data
4. Use statistical techniques to compute a summary effect size & visualize results through tools.

Question 11

Strengths of Meta-Analysis

Answer 11

1. Generalizability
2. Increased Precision/Accuracy by combining data
3. Identifying Patterns: Helps to identify heterogeneity (variation between studies) & potential sources of disagreement.
4. Detect Publication Bias
5. Hypothesis Testing: Enables testing of overarching hypotheses across studies.
6. Supports evidence-based research & generates new research questions.

Question 12

Applications of Meta-Analysis

Answer 12

1. Used in systematic reviews to provide a comprehensive summary of evidence.
2. Ideal for fields like medicine, social sciences, and education
3. Helps resolve conflicting study results & identify new trends or hypotheses in a research area.

Question 13

What is Triangulation?

Answer 13

It is a research method that uses multiple approaches—such as different data sources, methods, theories, or researchers—to study a single research question.

Goal: Increase the accuracy, validity & credibility of research findings by cross-verifying data. It helps reduce bias & offers a more complete understanding of the phenomenon being studied.

Question 14

5 Types of Triangulation

Answer 14

1. Data Triangulation
2. Methodological Triangulation
3. Theoretical Triangulation
4. Investigator Triangulation
5. Time Triangulation

Question 15

Practical Applications of Triangulation Across Disciplines

Answer 15

1. Healthcare: Combining clinical trials (quantitative) w/ patient interviews (qualitative) to evaluate treatment outcomes more comprehensively.
2. Education: Using test scores, classroom observation & teacher interviews to assess teaching effectiveness.
3. Marketing Research: Employing surveys, focus groups, & purchase data to understand consumer behavior and preferences.
4. Social Sciences: Applying theoretical frameworks from sociology and psychology to analyze complex human behavior more holistically.

Question 16

Benefits of Integrating Multiple Methodologies/Triangulation

Answer 16

1. Enhanced Data Completeness: Complexity
2. Validation of Findings: Reduces risk of drawing false conclusions
3. Comprehensive Understanding: integrate diverse methods for thorough analysis
4. Highlight inconsistencies/discrepancies for further investigations.

Question 17

Systematic Coding Processes

Answer 17

1. Developing a preliminary coding scheme
2. Testing & refining the coding scheme
3. Testing inter-coder reliability
4. Coding
5. Reviewing data by code

Question 18

Developing a Preliminary Coding Scheme

Answer 18

Involves making a list of codes (words or phrases) to categorize data by topic. Researchers focus on the questions they want to answer & the topics related to those questions. A coding dictionary is also created at this stage.

Question 19

Testing and Refining the Coding Scheme

Answer 19

Small group of researchers coding a subset of qualitative data uses preliminary scheme. Afterward, they refine code through team discussions to ensure they are distinct from each other.

This also helps identify new issues.

Question 20

Testing Inter-Coder Reliability

Answer 20

Multiple researchers code the same data subset.

Use statistical measures like Cohen’s kappa to ensure consistent coding.

Question 21

Coding (Step)

Answer 21

Usage of manual methods (e.g., spreadsheets) or software (e.g., NVivo) to systematically apply codes across the dataset.

Question 22

Reviewing Data by Code

Answer 22

Group & analyze data by specific codes to identify patterns, trends, and themes.

Question 23

Best Practices for Coding

Answer 23

1. Use of Codebooks that are structured & detailed to ensure consistency, especially in collaborative studies.
2. Iterative Development: Refining codes & system as new patterns/themes emerge.
3. Transparency: Documenting all coding decisions & processes to enhance the study’s replicability.

Question 24

What is Grounded Theory?

Answer 24

It is a qualitative research method that develops a theory directly from data collected.

Introduced by Glaser & Strauss, it focuses on understanding human behavior & social interactions by building theories grounded in real-world data, rather than starting with a hypothesis.

Researchers analyze data through coding to identify patterns & concepts, which are then used to develop a theory.

Question 25

Process of Grounded Theory

Answer 25

Open coding, axial coding, selective coding, theoretical saturation.

Question 26

Theoretical underpinnings of Grounded Theory

Answer 26

It uses inductive reasoning to build theories directly from observed data. It also uses abduction— hypotheses are formed based on patterns that emerge from the data.

Grounded theory focuses on discovering new insights.

Question 27

Three Paradigms of Grounded Theory

Answer 27

1. Glaserian Grounded Theory: Positivist, emphasizing objectivity.
2. Straussian Grounded Theory: Post-positivist, focusing on systematic coding and relationships.
3. Constructivist Grounded Theory: Interpretive, recognizing the researcher’s influence on data interpretation.

Question 28

Procedural Rigor of Grounded Theory

Answer 28

1. Constant Comparative (Data, Codes & Categories) Method to refine the emerging theory.
2. Memo Writing: Recording analytic thoughts & observations to track the evolution of ideas.
3. Theoretical Sampling: Selecting new data sources based on emerging categories to verify theoretical constructs.

Question 29

Relevance of Grounded Theory in Social Science

Answer 29

It is valuable in exploring complex social phenomena where pre-existing theories are inadequate or absent. Its flexibility allows researchers to adapt to real-world contexts.

Question 30

Rating

Answer 30

Estimate of number of people or households are watching/listening to a program, based on some universal estimate.

Number of Viewers or Listeners / Total Viewers or Listener Population = RATING (%)

Significance: Helps identify how many people are engaging with specific media content, essential for determining a program’s popularity.

Question 31

Share

Answer 31

Measures the percentage of viewing audience, based on actual number of viewers such as Households Using Television [HUT] or listeners (Persons Using Radio [PUR]) at a given time.

Audience (Individuals or Households) / HUT or PUR = Share (%)

Significance: Indicates how well a program performs compared to competitors.

Question 32

CPM

Answer 32

A pricing model that describes the cost to reach 1,000 people. It helps compare competitors, media types, and time periods.

CPM captures exposures over clicks. It works well for big publishers because advertisers pay a fixed price based on impressions an ad receives.

Total Campaign Spend ÷ Number of Impressions × 1,000 = CPM

Significance: Evaluates the cost-efficiency of advertising and is vital for budget planning.

Question 33

Reach

Answer 33

It is a metric that measures to the total number/percentage of people or households expose who see content at least once within a period.

Reach does not measure impressions; it only shows that someone was near the message, not their engagement.

Reach = Gross rating points (GRPs) ÷ Average frequency

Significance: Measures the breadth of exposure, helping advertisers understand how many people they can potentially influence.

Question 34

Frequency

Answer 34

It refers to the number of times a person/ household is exposed to an ad.

Frequency = Impressions ÷ Unique Users
Frequency = Gross rating points (GRPs) ÷ Reach Percentage

Significance: Balances ad exposure depth versus breadth to optimize message reinforcement.

Question 35

Gross Rating Points

Answer 35

Sum of all rating points generated in an advertiser’s schedule.

It measures OVERALL advertising impact & effectiveness.

It is used in radio & television.

GRPs = Reach (%) × Average frequency

Question 36

Relevance of Key Metrics in Media Research

Answer 36

1. Metrics like RATINGS & REACH provide insights to improve content strategy
2. Metrics like CPM & FREQUENCY guide budget allocation and campaign focus, ensuring cost-effective & impactful advertising.
3. GRPs & SHARE help assess campaigns’ success in achieving brand visibility & positioning.