Media And Information 2

Front 1

What does every firm want to know about their potential customers?

Back 1

Who are potential buyers, what's their willingness to pay, what features do they value, what do they like in competitors, position? promotion? pricing? sales? distribution? market segments?

Front 2

What is a Type I error?

Back 2

an error when teh wrong action is taken (accept hypothesis incorrectly). most forecasts overestimate demand, eternal optimism.

Front 3

What is a Type II error?

Back 3

When the right action is NOT taken.

Front 4

What is the Nielson Perspective?

Back 4

That the audience is all powerful, audience preference dictates what media companies satisfy.

Front 5

What is the political economy and critical studies perspective?

Back 5

That media is all powerful.

Front 6

What is psycho physiology testing?

Back 6

Testing physical reactions. such as Heart Rate (HR) analysis, Electrodermal Activity (EDA), Facial Electromyography (EMG), Respiratory sinus arrhythmia irregularity, electroencephalographic Activity (EEG)

Front 7

What are analytical and statistical ways to measure demand?

Back 7

- statistical inference
- econometric modeling
- conjoint analysis
- diffusion model

Front 8

Who was Paul Lazarsfeld and what did he do?

Back 8

mathematician from australia, central figure in the growth of empirical social science. Imtegrated market research with psychological analysis. infered stats from watching people.

Front 9

How do you calculate percent watching in statistical inference?

Back 9

phat = x/n

phae = sample proportion
n = sample size
x= positive response

Front 10

How do you calculate probability of sampling error?

Back 10

p - phat +- e

phat = audience share in sample
p = audience share in population
e = margin of error

Front 11

What has an effect on margin of error?

Back 11

only the sample size

Front 12

does a sample have a smaller or larger margin of error with a larger sample size?

Back 12

smaller

Front 13

Are income effects and age noticeable in demand for live entertainment?

Back 13

no, but when older people attend more opera.

Front 14

Is there a difference in coefficient for price between males and females?

Back 14

negative for males, but positive for females

Front 15

How does general economy affect advertising?

Back 15

Strong correlation in Germany, Spain, Finland, and Italy, Moderate in UK an dFrance, Low in Japan

Front 16

What media sector is most affected by GDP?

Back 16

Print. there is a 15% decline for 1% decline of GDP, on average. in us, lower effect of GDP, only 5.5% of newspapers, 2.5% of magazines.

Front 17

What are computer models for film predictive success?

Back 17

MOtion Picture Intelligencer (MIP)
- MOVIEMOD (survery date from focus groups or, data from ticket sales of previous films of similar genre or same stars. In dutch application, revenues increased 50% and final ticket sales were within 5% of moviemod preditions)
- several others

Front 18

What is the biggest problem with Econometric Demand Estimation?

Back 18

Date is often insufficient or unreliable
- Need to assumea specific mathematical model for relationship between price and sale, If specification is incorrect, the results will be incorrect, predicting the future requires assumption that behavior is like the past
- often there are econometric problems (serial correlation, multicollinearity, homoscedasticity, lags, exogeneity)
- results (are they statistically significant? conclusion justified? can one claim causality stable over time, for forescasting?

Front 19

What is conjoint analysis?

Back 19

when you disaggregate a product the value given for each attribute by customers. Researcher asks respondent to make choices between levels of two product attributes. There are cmoputer packages (ACA, Adaptive conjoint analysis) that generate an optimal set of trade-off questions and interprets results.

Front 20

What kind of curve does adoption of product usually follow?

Back 20

S-curve, Infancy grows sloly, rapid growth grows quickly, maturation slows, and old age, plateaus

Front 21

What is the problem with the diffusion approach?

Back 21

THere are too many differentiating variables to make comparisons among products have a strong predictive value.

Front 22

what is comb analysis?

Back 22

a technique for comparing purchase criteria with opinion of producer

Front 23

What is the delphi survey?

Back 23

created in 1950s by RAND to reach expert consensus by experts on a certain topic. Combines quantitative and qualitative data, gropu process of 15-20 respondents selected form expertise and experience. Round 1) questions iwth answers 1-10, Next rounds provided participants with info on how gropu rated sam eitem, statistical feedback on rating, summation of comments, then asked to answer questions again

Front 24

Is metering about technology or money?

Back 24

Money.

Front 25

What is HUT, ratings,and share?

Back 25

households using tv, ratings, and market share

Front 26

what are gross ratings points, reach (CUME), and frequency?

Back 26

rating point = 1 % of potential audience, GRP = sum of ratings over a time period, cume = # of viewers or listeners per week of a channel, viewers counted once per week, useful for cable channels or tv stations

Front 27

what is AQH?

Back 27

average quarter home audience, average audiences for major time preriods of the day, shows how many people reached over a week

Front 28

what is AF of exposure?

Back 28

used to calculate how many times an ad must be played so teh average listener will hear it, for example, 3 times. Average Frequency.

Front 29

How do you calculate AF?

Back 29

AF = AWH x Nmber of spots per week/CUME

Number of spots per week =
{(AF x CUME)/AWH}

Front 30

What does CPM stand for?

Back 30

Cost per Thousand

Front 31

What are Quads?

Back 31

Tool used by TV networks to study viewing behavior.

Front 32

what 2 factors are taken into account for quads?

Back 32

Tuning length/episode (program's "holding power")
frequency of viewing (Loyalty) to program

Front 33

What is a Q rating and how is it measured?

Back 33

performer rated on how well she is liked. It is ratio of Favorite score to Familiar score. "Familiarity" is how many viewers recognized, "favorite" is the favorite.

Front 34

How are film measured?

Back 34

Collects box office attendance adn reports to media every week.

Front 35

How do sites measure internet audiences?

Back 35

site level, ad level, user level. (self reporting, although there can be overcounting, repeat visitors not unique views, click-through software, though inflated click ratings can come from creating fake clicks, robot hits, and major abuses of pay-per-click, tv sampling).

Front 36

How do you measure newspaper circulation?

Back 36

ABC specifies that a paper must be sold for at least 50% of its normal price to be counted as paid circulation. (however, some newspapers false report).

Front 37

what are four demand experiments?

Back 37

1) test marketing
2) uncontrolled studies
3) controlled studies
4) lab experiments

Front 38

What are the biggest technical tools for measuring demand?

Back 38

- internet connectivity for media consumption
- Local People Meters
- Measurement Software
- Cookies
- RFID
- Watermarks and ID

Front 39

Is it harder or easier to do demand research today? why?

Back 39

Harder because rapid change environment, fragmented audiences, and much greater choice/shorter attention spans.

Front 40

Is there strong link to behavioral models and analysis?

Back 40

No, not really.

Front 41

How do film box office's model their analytics?

Back 41

Studios estimate film's revenes based on previews, the performance of previous movies into the same genre, with teh same talent, similar characters, etc.
- models based on life-cycle of similar movies

Front 42

What are some characteristics of S-shaped curves?

Back 42

Helps to illustrate and predict how a new product will be accepted by population
- with different parameters, different S-shapes occur,
- One has to determine from early data what the parameters are, for a projection of the rest of hte S-curve

Front 43

What are some different way to get data?

Back 43

personal interviews, mall interviews, phone and mail surveys, focus groups

Front 44

what are the biggest problems with personal surveys?

Back 44

- PEOPLE WILL LIE
- about income
- taste
actual viewing
- people will not remember accurately
- "interviewer effect"
- age, gender, attractiveness, pronunciation, intonation
- futile to ask customers what they would pay for a product
- direct questioning makes consumers typically state a lower price than they would actually pay (bargaining behavior), or a higher price to please the interviewer

Front 45

what sector uses mail solicitations most?

Back 45

New magazine concepts.

Front 46

What are 2 types of focus groups?

Back 46

1) production previews: to help managers and filmmakers fine-tune the movie
2) marketing previews: to study the audience's reactions to completed films adn assess marketing strategy

Front 47

What is an Audience perception Analyzer?

Back 47

Linked to Software and hardware taht registers the responses and their intensity.

Front 48

What is Comb Analysis?

Back 48

A technique for comparins purchase cretiaria (most important reasons for product selection) with opinion of hte producer.

Front 49

To measure early tv audiences, what was a common way used?

Back 49

Diary system,which is the traditional Nielson methodologoy, especially for local TV markets.

Front 50

What is the problem wtih teh diary system ?

Back 50

Opportunity for samples to lie, difficult with channel surfing.

Front 51

What is the nielson people meter?

Back 51

A meter that rests on top of every TV in a Nielsen household and each family member has an assigned number.

Front 52

What is the difference between Nielsen's Local People Meter (LPM) and Arbitron's Passive People Meter (PPM)?

Back 52

Nielson's is channel based, arbitron's is program based. Arbitron is more accurate wtih multiple tv sets in household/out of household usage, but requires user to wear it. Also, PPM is more expensive but can be used for radio, TV, cable, and others. Identifies audio and TV content through active codes embedded in the program itself and in commercial messages. Search engines identify programs and advertisements watched.

Front 53

What does teh PPM help do?

Back 53

Enables real time reports on watching/listening, can meter broadcast, DBS, PVR, digital cable, and radio use.

Front 54

What are some alternate ways to monitor tv watching?

Back 54

Set Topbox (STB) and TiVo.

Front 55

Why would the use of set-topbox of cable or satellite tv be helpful?

Back 55

- would increase sample size to hundreds of thousands per market.

Front 56

Why was STB unpopular and not used by cable companies originally?

Back 56

people felt monitpred/watched

Front 57

Is STB techonlogy still in use?

Back 57

yes, it's coming back. media research agencies use aggregated stb data acquired from cable operators to provide a second by second by second analysis of viewing habits.

Front 58

can cell phones be used for media measurement?

Back 58

Yes, using specially adapted cell phones to measure consumer tv and music behavior
provider: Integrated Media Measurement INC

Front 59

In 1990, how much was each ratings point worth?

Back 59

approximately 140 mil a year.

Front 60

What are some effects of LPMs?

Back 60

Fox TV network and others complained that LPM undercounts minority viewer cities.
- Don't Count Us Out, a group funded by News Corp, generated political pressures in Washington and DC on Nielson

Front 61

What is the definition of HUT?

Back 61

The percentage of all television households in a survey area with one or more sets in use during a specific time period. The sum of the average ratings for a given time period will sometimes be higher than the HUT number because of households viewing multiple programs at the same time

Front 62

How do you calculate rating?

Back 62

Specific channel households/total tv households

Front 63

How do you calculate Share?

Back 63

specific channel households/HUT

Front 64

How do you calculate HUT?

Back 64

Households using tv/total tv households

Front 65

how is reach calculated?

Back 65

specific channel households/total tv households

Front 66

How do you calculated AF?

Back 66

GRP/Reach

Front 67

How is user level measurement taken?

Back 67

Drawn from TV audience sampling model, large panel of randomly selected users, software meter on user's PC measures behavior, meter reads teh URL in the browser and forwards data to reb-rating company

Front 68

What are problems with user-centric measurements?

Back 68

disadvantages to smaller sites which may get only a few hits and may be ignored or undercounted
- poor site diagnostics

Front 69

In which industires is producer self-reporting most often used?

Back 69

newspapers, magazines. Each media company sends reports on circulation, ad sales, and other relevant info to a central unit.

Front 70

Who counts circulation?

Back 70

Audit Bureau of Circulation (ABC), formed in 1914 to audit and verify circulation, before ABC, advertisers had to face boasts about sales, led to overprinting and dmping, advertisers and ad agencies create ABC to sort the mess.

Front 71

How to ABC work?

Back 71

Twice a year, ABC makes each magazine and newspaper member to submit statement about their circulation known as a Publisher's Statement.

Front 72

Problems with counting circulation?

Back 72

How do you count bulk copies to hotels, businesses, hospitals? how steep can discounts be?

Front 73

HOw do controlled studies of actual purchases work?

Back 73

Generate price variation while holding other variables constant, like ads.

Front 74

Are instore purchase experiments cheap or expensive?

Back 74

expensive. cost is high bc each factor studied requires teh inclusion of more stores as control. Charging lower prices can become too costly an expenditure on large items such as TVs and computers.