Question 1

Sampling simplifies three aspects of ratings research

Accepted Answer

A) behavior, time, and number of people. 
B) opinions, attitudes, and number of people. 
C) sample frames, demographics, and psychographics. 
D) error, probability, and response rate. 
E) opinions, demographics, and number of people. 
A) behavior, time, and number of people. 
B) opinions, attitudes, and number of people. 
C) sample frames, demographics, and psychographics. 
D) error, probability, and response rate. 
E) opinions, demographics, and number of people. A

Question 2

Which measurement unit is widely used in radio to measure how many different listeners tuned to a radio station?

Accepted Answer

A) Cume 
B) Persons Using Radio (PUR) 
C) Quarter-hour ratings 
D) Daypart share figures 
E) Drive-time ratings 
A) Cume 
B) Persons Using Radio (PUR) 
C) Quarter-hour ratings 
D) Daypart share figures 
E) Drive-time ratings A

Question 3

Most television and radio stations take phone calls and letters from viewers more seriously than systematically gathered data.

Accepted Answer

A) True 
 B)False  False

Question 4

DVR penetration surpasses that of cable.

Accepted Answer

A) True 
 B)False

Question 5

This company collects data from panels of web users who have installed software that track their Internet use.

Accepted Answer

A) traffic Analytics 
B) Arbitron 
C) SRI 
D) comScore 
E) World Wide Web 
A) traffic Analytics 
B) Arbitron 
C) SRI 
D) comScore 
E) World Wide Web

Question 6

In random digit dialing, researchers use computer generated telephone numbers, not phone books.

Accepted Answer

A) True 
 B)False

Question 7

The only service that provides ratings for network radio is

Accepted Answer

A) Arbitron. 
B) Nielsen. 
C) Cassandra. 
D) RADAR. 
E) NSI. 
A) Arbitron. 
B) Nielsen. 
C) Cassandra. 
D) RADAR. 
E) NSI.

Question 8

Former CBS programming chief Paul Klein developed a theory he calls __________ to explain why people may stay tuned even if they don't like any programs on the air.

Accepted Answer

A) audience passivity syndrome 
B) "the medium is the message" 
C) least objectionable program 
D) tuning inertia 
E) TV as habit 
A) audience passivity syndrome 
B) "the medium is the message" 
C) least objectionable program 
D) tuning inertia 
E) TV as habit

Question 9

Viewer diaries for daily ratings

Accepted Answer

A) provide a problem-free method of data collection. 
B) have a few problems, but nothing that affects the validity of the sample. 
C) have problems due to distorted reporting and diary fatigue. 
D) have major problems due to theft, hyping, and expense. 
E) are as reliable as telephone coincidentals yet less expensive. 
A) provide a problem-free method of data collection. 
B) have a few problems, but nothing that affects the validity of the sample. 
C) have problems due to distorted reporting and diary fatigue. 
D) have major problems due to theft, hyping, and expense. 
E) are as reliable as telephone coincidentals yet less expensive.

Question 10

Which of the following best explains the relationship between ratings and share figures?

Accepted Answer

A) Shares will be larger than ratings for the same time period. 
B) Ratings will be larger than shares for the same time period. 
C) Shares and ratings are typically the same for a given time period. 
D) Ratings and shares vary inversely to each other. 
E) No relationship exists because you cannot predict shares based on ratings. 
A) Shares will be larger than ratings for the same time period. 
B) Ratings will be larger than shares for the same time period. 
C) Shares and ratings are typically the same for a given time period. 
D) Ratings and shares vary inversely to each other. 
E) No relationship exists because you cannot predict shares based on ratings.

Question 11

How do Arbitron and Nielsen collect and use data on audiences for local, network, and syndicated clients?

Accepted Answer

Arbitron (now Nielsen Audio since its ac

Question 12

Which of the following statements reflects the networks' initial response to people meters?

Accepted Answer

A) Very favorable because network ratings showed a large increase. 
B) Moderately favorable because network ratings showed a modest increase. 
C) Moderately unfavorable because of the added expense. 
D) Unfavorable because network ratings dropped. 
E) Indifference because ratings did not change. 
A) Very favorable because network ratings showed a large increase. 
B) Moderately favorable because network ratings showed a modest increase. 
C) Moderately unfavorable because of the added expense. 
D) Unfavorable because network ratings dropped. 
E) Indifference because ratings did not change.

Question 13

If a television programmer wants to know how he or she is doing against the competition, he or she would assess the program's

Accepted Answer

A) HUT. 
B) sample. 
C) share. 
D) PUR. 
E) cume. 
A) HUT. 
B) sample. 
C) share. 
D) PUR. 
E) cume.

Question 14

Describe the advantages and disadvantages for four of the following six different methods of gathering ratings data: diaries, passive meters, people meters, coincidentals, recall, and personal interviews.

Accepted Answer

Diaries: 
Advantages: Diaries allow part

Question 15

Data used in compiling "sweeps" information for most markets are obtained from

Accepted Answer

A) aided recall interviews. 
B) passive meters. 
C) people meters. 
D) viewer diaries. 
E) theater testing. 
A) aided recall interviews. 
B) passive meters. 
C) people meters. 
D) viewer diaries. 
E) theater testing.

Question 16

Cable television determines its potential audience on the basis of number of homes passed by cable.

Accepted Answer

A) True 
 B)False

Question 17

Ratings reports for syndicated television shows are provided by

Accepted Answer

A) Nielsen. 
B) Arbitron. 
C) RADAR. 
D) Gallup. 
E) SRI. 
A) Nielsen. 
B) Arbitron. 
C) RADAR. 
D) Gallup. 
E) SRI.

Question 18

The concept of diminishing returns is used to explain

Accepted Answer

A) choice of sample size. 
B) random digit dialing techniques. 
C) response rate. 
D) sampling error. 
E) market definition. 
A) choice of sample size. 
B) random digit dialing techniques. 
C) response rate. 
D) sampling error. 
E) market definition.

Question 19

How are ratings, HUT, and shares derived?

Accepted Answer

Ratings, HUT (Homes Using Television), a

Question 20

Television ratings in all local markets take place

Accepted Answer

A) twice a year. 
B) four times a year. 
C) six times a year. 
D) each month. 
E) according to market size. 
A) twice a year. 
B) four times a year. 
C) six times a year. 
D) each month. 
E) according to market size.

Sampling simplifies three aspects of ratings research

Which measurement unit is widely used in radio to measure how many different listeners tuned to a radio station?

Most television and radio stations take phone calls and letters from viewers more seriously than systematically gathered data.

DVR penetration surpasses that of cable.

This company collects data from panels of web users who have installed software that track their Internet use.

In random digit dialing, researchers use computer generated telephone numbers, not phone books.

The only service that provides ratings for network radio is

Former CBS programming chief Paul Klein developed a theory he calls __________ to explain why people may stay tuned even if they don't like any programs on the air.

Viewer diaries for daily ratings

Which of the following best explains the relationship between ratings and share figures?

How do Arbitron and Nielsen collect and use data on audiences for local, network, and syndicated clients?

Which of the following statements reflects the networks' initial response to people meters?

If a television programmer wants to know how he or she is doing against the competition, he or she would assess the program's

Describe the advantages and disadvantages for four of the following six different methods of gathering ratings data: diaries, passive meters, people meters, coincidentals, recall, and personal interviews.

Data used in compiling "sweeps" information for most markets are obtained from

Cable television determines its potential audience on the basis of number of homes passed by cable.

Ratings reports for syndicated television shows are provided by

The concept of diminishing returns is used to explain

How are ratings, HUT, and shares derived?

Television ratings in all local markets take place

Introducing Electronic Media

From Radio to Television

Cable and Newer Media

How Electronic Media Work

Distribution by Wired Relays, Wireless Relays, and Over the Internet

Commercial Operations

Noncommercial Services

Programs and Programming Basics

Media Theory and Effects

The Communications Act, Licensing, and Structural Regulation

Constitutional Issues and Content Regulation

A Global View

Filters

Exam 9: Audience Measurement

Sampling simplifies three aspects of ratings research

Which measurement unit is widely used in radio to measure how many different listeners tuned to a radio station?

Most television and radio stations take phone calls and letters from viewers more seriously than systematically gathered data.

DVR penetration surpasses that of cable.

This company collects data from panels of web users who have installed software that track their Internet use.

In random digit dialing, researchers use computer generated telephone numbers, not phone books.

The only service that provides ratings for network radio is

Former CBS programming chief Paul Klein developed a theory he calls __________ to explain why people may stay tuned even if they don't like any programs on the air.

Viewer diaries for daily ratings

Which of the following best explains the relationship between ratings and share figures?

How do Arbitron and Nielsen collect and use data on audiences for local, network, and syndicated clients?

Which of the following statements reflects the networks' initial response to people meters?

If a television programmer wants to know how he or she is doing against the competition, he or she would assess the program's

Describe the advantages and disadvantages for four of the following six different methods of gathering ratings data: diaries, passive meters, people meters, coincidentals, recall, and personal interviews.

Data used in compiling "sweeps" information for most markets are obtained from

Cable television determines its potential audience on the basis of number of homes passed by cable.

Ratings reports for syndicated television shows are provided by

The concept of diminishing returns is used to explain

How are ratings, HUT, and shares derived?

Television ratings in all local markets take place

Introducing Electronic Media

From Radio to Television

Cable and Newer Media

How Electronic Media Work

Distribution by Wired Relays, Wireless Relays, and Over the Internet

Commercial Operations

Noncommercial Services

Programs and Programming Basics

Media Theory and Effects

The Communications Act, Licensing, and Structural Regulation

Constitutional Issues and Content Regulation

A Global View

Filters