MMC 3420 CORE 2026 MAIN EXAMS QUESTIONS
AND ANSWERS SURE A+
✔✔All of the following measure readership except: - ✔✔Perception test
✔✔Gross rating points (GRPs) are found by doing which of the following? -
✔✔Multiplying a message's reach by its average frequency
✔✔viral marketing - ✔✔consists of marketing techniques that use pre-existing social
networks to produce increases in brand awareness, sales, or a specific message.
✔✔Which dimension of copy testing research explores purchase intentions? -
✔✔Conative
✔✔Tracking studies are used in campaign assessment research. - ✔✔True
✔✔What kind of data do Electronic Response Indicators (ERI's), provide? -
✔✔instantaneous over-time ratings of perceptions while viewing commercials or other
messages
✔✔What term does your text use to refer to an advertising or marketing campaign that
advertises across different media simultaneously? - ✔✔synergistic advertising
, ✔✔The biggest difference between a probability and a non-probability sample is: -
✔✔You can not generalize data from non-probability sample to a larger population.
✔✔Which of the following is an advantage of a simple random sample? - ✔✔You can
infer your findings to a larger population of interest
✔✔Which of following is not an example of a non-probability sample? - ✔✔A Multi-stage
or cross-sectional sample
✔✔Sampling interval is most closely associated with what kind of sample? -
✔✔Systematic random
✔✔All other things equal, as sample size increases: - ✔✔Standard error decreases
✔✔Which of the following are measurement errors? - ✔✔All of these are sources of
measurement error
Faulty data collection equipment
Data input errors
Asking respondents the wrong questions or asking questions incorrectly
✔✔A detailed list of all TV households in a market or all registered voters in a county
could serve as a ______________ in a research study - ✔✔Sampling Frame
✔✔What best characterizes the calculated or pre-set margin of error associated with a
sample statistic? - ✔✔Confidence Interval (Sampling error)
✔✔The best possible sample from your population is one that is the most
_______________. - ✔✔Representative
✔✔One purpose of content analysis is to . . . - ✔✔Compare media content with the real
world
✔✔In a content analysis, the unit of analysis: - ✔✔Must be operationally defined
✔✔A ___________________ refers to a technique using a sample of one Monday, one
Tuesday, and so on, until all weekdays have been included - ✔✔composite week
✔✔What can lead to poor inter-coder reliability? - ✔✔Unclear content categories and
codebook
✔✔The Inter-coder reliability statistic you select to use on your coded data depends on:
- ✔✔The level of measurement of each variable
AND ANSWERS SURE A+
✔✔All of the following measure readership except: - ✔✔Perception test
✔✔Gross rating points (GRPs) are found by doing which of the following? -
✔✔Multiplying a message's reach by its average frequency
✔✔viral marketing - ✔✔consists of marketing techniques that use pre-existing social
networks to produce increases in brand awareness, sales, or a specific message.
✔✔Which dimension of copy testing research explores purchase intentions? -
✔✔Conative
✔✔Tracking studies are used in campaign assessment research. - ✔✔True
✔✔What kind of data do Electronic Response Indicators (ERI's), provide? -
✔✔instantaneous over-time ratings of perceptions while viewing commercials or other
messages
✔✔What term does your text use to refer to an advertising or marketing campaign that
advertises across different media simultaneously? - ✔✔synergistic advertising
, ✔✔The biggest difference between a probability and a non-probability sample is: -
✔✔You can not generalize data from non-probability sample to a larger population.
✔✔Which of the following is an advantage of a simple random sample? - ✔✔You can
infer your findings to a larger population of interest
✔✔Which of following is not an example of a non-probability sample? - ✔✔A Multi-stage
or cross-sectional sample
✔✔Sampling interval is most closely associated with what kind of sample? -
✔✔Systematic random
✔✔All other things equal, as sample size increases: - ✔✔Standard error decreases
✔✔Which of the following are measurement errors? - ✔✔All of these are sources of
measurement error
Faulty data collection equipment
Data input errors
Asking respondents the wrong questions or asking questions incorrectly
✔✔A detailed list of all TV households in a market or all registered voters in a county
could serve as a ______________ in a research study - ✔✔Sampling Frame
✔✔What best characterizes the calculated or pre-set margin of error associated with a
sample statistic? - ✔✔Confidence Interval (Sampling error)
✔✔The best possible sample from your population is one that is the most
_______________. - ✔✔Representative
✔✔One purpose of content analysis is to . . . - ✔✔Compare media content with the real
world
✔✔In a content analysis, the unit of analysis: - ✔✔Must be operationally defined
✔✔A ___________________ refers to a technique using a sample of one Monday, one
Tuesday, and so on, until all weekdays have been included - ✔✔composite week
✔✔What can lead to poor inter-coder reliability? - ✔✔Unclear content categories and
codebook
✔✔The Inter-coder reliability statistic you select to use on your coded data depends on:
- ✔✔The level of measurement of each variable
