Question 1

Match each concept on the left with its description/characteristic on the right.
-Psychographics

Accepted Answer

Psychographics focuses on lifestyle breakdowns, attitudes, interests, and opinions of consumers. This approach helps in understanding the psychological aspects influencing consumer behaviors.

Question 2

Explain the significance of the number "384" in sampling, polling, and survey research. Then discuss the reasons why a researcher might choose to use a smaller or larger sample.

Accepted Answer

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Question 3

Discuss how the accuracy of a survey based on probability sampling is affected by each of the following factors: the sample size, sample selection method, acceptable margin of error, and desired confidence level.

Accepted Answer

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Question 4

List at least four of the six questions a careful reporter or editor should ask about the research methods used when preparing a story based on a poll or survey, and then explain why each of these questions is important.

Accepted Answer

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Question 5

Discuss some of the problems that were encountered in using viewing or listening diaries to survey people to determine broadcast ratings and then describe some of the newer methods that have been developed to replace written diaries. .

Accepted Answer

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Question 6

Identify the three primary research tools used in measuring broadcast audiences and explain how each of them is used.

Accepted Answer

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Question 7

Discuss the importance of having an effective moderator leading a focus group and describe some of the ways an ineffective or overly-authoritative moderator can distort the process and the results.

Accepted Answer

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Question 8

Describe the basic concept of prototype research and why it can be so useful and cost-effective to do it. Building on that explanation, more specifically explain and cite an example of prototype research as it is done in movies, print publications, and television.

Accepted Answer

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Quiz 12: Mass Audiences

Match each concept on the left with its description/characteristic on the right. -Psychographics