Deck 6: Research

Question 1

According to research by Ipsos, more consumers would choose to have a regular AM/FM car radio over any other audio option, including XM/Sirius satellite radio.

Answer 1

True

Question 2

What is the driving force to increase radio research by broadcast groups with clusters of stations?

A) The ever increasing fragmentation and niching of the listening audience
B) The tendency to fewer formats with wider audience appeal
C) The predominance of talk, news and sports formats
D) The unreliability of in-house research such as callouts

Answer 2

A

Question 3

According to a recent Ipsos study of in-car listening choices by consumers, this form of audio still dominates as the top platform used.

A) Pandora
B) Sirius/XM
C) CD's
D) AM/FM Radio

Answer 3

D

Question 4

Radio research initially began in what decade?

Question 5

Which early survey company began the practice of using in-person interviews rather than telephone interviews?

Question 6

In 1963, the Broadcast Rating Council was established to provide what services?

Question 7

Which research company is the current leader in providing radio ratings?

Question 8

The Metro Survey Area (MSA) is defined by Arbitron as what geographical area?

Question 9

Arbitron uses what method to determine ratings?

Question 10

Which groups are most likely to be not accurately represented in ratings surveys?

Question 11

What does Cost Per Thousand (CPM) mean, and how is it used?

Question 12

Cost Per Thousand (CPM) means:

A) The salesman´s commission percentage
B) The cost of reaching 1000 people at a given station
C) Impressions as a percentage of the audience being measured
D) The cost of advertising per rating point.

Question 13

The most important use of ratings is?

A) By disc jockeys to get raises
B) By account executives to increase their commissions
C) By ad agency media buyers to place client´s advertising dollars
D) By clients to raise prices on products

Question 14

Arbitron successor Nielsen Audio has announced intentions to increase PPM sample sizes and focus on improving efforts to recruit what demographic groups?

A) Christians and Moslems
B) African Americans and Hispanics
C) Asians
D) Native Americans

Question 15

In the majority of their radio markets, Nielsen/Arbitron uses what method to determine ratings?

A) Direct telephone call/survey
B) Online Surveys
C) A paper diary
D) Focus group interviews

Question 16

Radio research initially began in what decade?

A) 1900s
B) late 1920s
C) early 40s
D) early 30s

Question 17

The early survey company using in person interviews rather than telephones was:

A) Hooper
B) Cooperative analysis of Broadcasting
C) Pulse
D) Arbitron

Question 18

In 1963, the Broadcast Rating Council was established to provide what kind of service?

A) Monitor ratings companies
B) Take audience ratings
C) Sell ratings to ad agencies
D) Publish ratings in the media

Question 19

The current leader in providing radio ratings is:

A) Accuratings
B) Hooper
C) Arbitron/Nielsen Radio
D) Birch/Scarborough

Question 20

The Metro Survey Area (MSA) is defined by Arbitron as the:

A) Surrounding suburbs only
B) City, or urban center
C) Entire survey area
D) Areas of dominant influence

Question 21

Arbitron uses what method to determine ratings?

A) Direct telephone calls
B) A "black box" attached to your radio
C) A diary
D) Personal interviews

Question 22

What kind of research results in an understanding and appreciation of the lifestyles, values, and behavior of those listeners sought by a station?

A) Quantum theory
B) Qualitative analysis
C) Quantitative analysis
D) Quotidian analysis

Question 23

What is the newest approach to measuring listenership introduced by Arbitron?

A) Personal interviews
B) A computerized on-line diary
C) PPM- a small mobile device
D) Telephone surveys

Question 24

What are some of the methods used for in-house surveys?

A) Tapping into cable systems
B) Monitoring radio receivers
C) Telephone calls, face-to-face, and mail
D) Tallying request calls

Question 25

What has been the effect of the trend toward downsizing and clustering on radio research?