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Institute of American Public Opinion
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Mass Media Ch. 12
Mass Media Chapter 12 quiz
| Question | Answer |
|---|---|
| George Gallup | Introduced probability sampling |
| Institute of American Public Opinion | Gallup polling organization |
| Statistical Extrapolation | Drawing conclusions from a segment of the whole |
| Probability Sampling | Everyone in the population being surveyed as an equal chance to be sampled |
| Sample Size | Number of people surveyed |
| 384 | Number of people in a properly selected sample for results to provide 95% confidence that results have less than a 5% margin of error |
| Population | Group of people being studied |
| Sample Selection | Process for choosing individuals to be interviewed |
| Margin of Error | Percentage that a survey may be off mark |
| Confidence Level | Degree of certainty that a survey is accurate |
| Quota Sampling | Demographics of the sample coincides with those of the whole population |
| Straw Polls | Respondents select themselves to be polled; unreliable indicator of public opinion |
| Roving Photographer | Statistically unsound way to tap public opinion |
| Circulation | Number of readers of a publication |
| Audit Bureau of Circulations | Checks newspaper and magazine circulation claims |
| Ratings | Measurements of broadcast audience size |
| Nielsen Media Research | Surveys television viewership |
| Archibald Crossley | Conducted first polls on broadcast audience size |
| A. C. Nielsen | Founder of broadcast survey firm bearing his name |
| Demographic | Characteristics of groups within a population being sampled, including age, gender and affiliations |
| Broadcast Ratings Council | Accredits rating companies |
| Sweeps | When broadcast ratings are conducted |
| Hyping | Intensive promotion to attract an audience during ratings periods |
| Black Weeks | Periods when ratings are not conducted |
| Zipping | Viewers change television channels to avoid commercials |
| Zapping | Viewers record programs and eliminate commercial breaks |
| Flush Factor | Viewers leave during commercials to go to refrigerator, bathroom, etc... |
| Engagement Ratings | The time that audience people stay with media products and advertisements |
| Interviews | Face-to-face, mail, telephone survey technique |
| Diaries | Sampling technique in which respondents keep their own records |
| People Meters | Devices that track individual viewers |
| Overnights | Next-morning reports on network viewership |
| Media Metrix | A service measuring internet audience size |
| Anytime Anywhere Media Measurements (A2/M2) | Nielsen plan to integrate audience measurements on a wide range of video platforms |
| Heatmapping | Technology to track how people move through a web page |
| Focus Groups | Small groups interviewed in loosely structured ways for opinion, reactions |
| Galvanic Skin Checks | Monitor pulse, skin responses to stimuli |
| Prototype Research | Checks audience response to a product still in development |
| Pilot | A prototype television show that is given an on-air trial |
| Cohort Analysis | Demographic tool to identify marketing targets by common characteristics |
| Jonathan Robbin | Devised PRIZM geodemography system |
| PRIZM | Identifies population characteristics by zip code |
| Geodemography | Demographic characteristics by geographic area |
| Psychographics | Breaking down a population by lifestyle characteristics |
| VALS | Psychographic analysis by values, lifestyle and life stage |
Created by:
Meg0301
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