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27 Cards in this Set
- Front
- Back
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Applied Research
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Commercial
Descriptive snapsnhop Current Issue Directly Apply |
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Theoretical
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Academic
Explanation Develop an understanding Create predictions How the world operates |
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Commercial
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Administrative
Qualitative Understand behavior Explain aggregates |
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Academic
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Theoretical
Critical Qualitative |
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Quantitative
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Reduce every question asked down to a number
Commercial Research |
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Qualitative
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Non-numeric studies
Smaller groups "quality" results Academic research Group interviews or some form of observation |
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Criticisms of Commercial research
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Tells us very little about why people use mass media or the consequences of that use.
Reduces people to neat numerical summaries. These numbers turn to incontrovertible facts. These findings are a product in the media marketplace |
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Custom research applications
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"Call-out Research" Call and ask for people to listen to song hooks
"Program Analyzer" Watch programs and vote at intervals. This is used in Pilot Testing programs |
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Advertising
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Scattered- products at certain times. Seasonal items.
Upfront- paying upfront. Magazine subscription |
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Audience Research in Programming
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Setting the "bait" that lures the audience
Developing concepts and comissioning the production How and when that material will actually air on the staion or network. Scheduling |
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Financial Analysis
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Concerns people working for media companies as well as those not directly involved in buying and selling audience.
Analysis for planning, monitoring, and evaluating business decisions. |
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Focus Groups
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Gathering a small group of people to talk at length about some topic of interest
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Diaries
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Elaborate logs of signals they heard and when they heard them. (For radio).
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Meters
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Simultaneous, permanent, and continuous record of what peole actually listen to or watch.
Nielsen reports |
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Units of analysis
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Household or People
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Sample
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Estimated audiences from a subset of the population
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Confidence Interval
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The range of values given in an estimated ratings poll
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Population Interval
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Or universe
Researchers define the population so they can tell who is a member |
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Sampling Frame
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A complete list of all elements (units of analysis) in a population
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Probability Samples
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Use a process of random assignment in which everyone in the population has an equal or known, probability of selection
These are expensive and time consuming, but more confident thatn Nonprobability |
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Nonprobability Samples
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Depend on happenstance or convenience to determine participation.
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Ratings
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Tuned to a channel/ Total TV households
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Share
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Household tuned to a channel/Household using TV
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GRP
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Gross Rating Points
the sum of ratings achieved by a specific media vehicle or schedule |
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PUT
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Persons Using TV
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HUT
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Household using television
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DMA
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Designated Market Areas
The major ratings service uses this geographically determined audience beavior to define the boundaries of a local media market area. |
