MMC 3420 UPDATED EXAMS COMPREHENSIVE
QUESTIONS AND ANSWERS SURE A+
✔✔What's an advantage of viewer diaries? - ✔✔Low in cost
✔✔Which measurement unit is widely used in radio to measure how many different
listeners tuned to a
radio station over a specific period of time? - ✔✔CUME
✔✔A share is to people/households using a medium as a rating is to: - ✔✔
✔✔The number of households tuned into a program divided by the total number of
households with a television turned on calculates: - ✔✔Share
✔✔Which can have lower levels across times of the day? - ✔✔HUT
✔✔The CPM provides no information about the effectiveness of a commercial
message, only dollar estimate of its reach. - ✔✔True
✔✔A station always has a larger rating than a share for a given time period - ✔✔False
✔✔What are the four types of newspaper and magazine studies? - ✔✔-Readability
(Largest)
, -Circulation
-Management
-Usability (Newest)
✔✔What is readership research? - ✔✔
✔✔How do researchers construct a reader profile? - ✔✔-Demographic (age) vs.
Psychographic (values, interests, hobbies)
-Lifestyle segmentation: List of Values, LOV, Values and Lifestyles test, VALS II
-Who is reading?
Online? Print? Both?
✔✔What is an item-selection study? What are the measures used for this type of study?
- ✔✔-Who reads what part?
-Used with reader profiles (Ex. Teens read comics, sports& entertainment, but not
finance, food or home)
-Eyetracking Studies - Where on a page and for how long you look at aspects of a
website or news page
-Dominant visuals, large headlines, movement/ interactivity are good
-Online readings looks different too: Scanning, searching for an item, scrolling,
overwhelming amount of info
✔✔Describe reader-nonreader studies and the methods used - ✔✔-Operationalizing
"readership": Do you generally read a newspaper? Have you read a newspaper today
or yesterday? How often do you read a daily paper? Very often/ Often/ Sometimes/
Seldom/ Never
✔✔Uses - ✔✔The media use behavior: Viewing headlines on Twitter on your phone,
watching the evening news on your TV, Listening to news talk on your drive to work
✔✔Gratifications - ✔✔The goal or motivation driving your media use
To pass the time, to learn something, to relax, to escape, to be entertained, to socialize,
to make me smarter, etc.
✔✔What is a journalist-reader comparison? - ✔✔-Ask journalists and readers of a news
organizations a number of items about the news source, compare their answers
(Usually little match-up. Journalists over-value hard news; Readers over-value human
interest
Journalists view the media as more positive than readers)
✔✔What is the function of magazine readership surveys? - ✔✔
✔✔What are the areas of circulation research? - ✔✔
QUESTIONS AND ANSWERS SURE A+
✔✔What's an advantage of viewer diaries? - ✔✔Low in cost
✔✔Which measurement unit is widely used in radio to measure how many different
listeners tuned to a
radio station over a specific period of time? - ✔✔CUME
✔✔A share is to people/households using a medium as a rating is to: - ✔✔
✔✔The number of households tuned into a program divided by the total number of
households with a television turned on calculates: - ✔✔Share
✔✔Which can have lower levels across times of the day? - ✔✔HUT
✔✔The CPM provides no information about the effectiveness of a commercial
message, only dollar estimate of its reach. - ✔✔True
✔✔A station always has a larger rating than a share for a given time period - ✔✔False
✔✔What are the four types of newspaper and magazine studies? - ✔✔-Readability
(Largest)
, -Circulation
-Management
-Usability (Newest)
✔✔What is readership research? - ✔✔
✔✔How do researchers construct a reader profile? - ✔✔-Demographic (age) vs.
Psychographic (values, interests, hobbies)
-Lifestyle segmentation: List of Values, LOV, Values and Lifestyles test, VALS II
-Who is reading?
Online? Print? Both?
✔✔What is an item-selection study? What are the measures used for this type of study?
- ✔✔-Who reads what part?
-Used with reader profiles (Ex. Teens read comics, sports& entertainment, but not
finance, food or home)
-Eyetracking Studies - Where on a page and for how long you look at aspects of a
website or news page
-Dominant visuals, large headlines, movement/ interactivity are good
-Online readings looks different too: Scanning, searching for an item, scrolling,
overwhelming amount of info
✔✔Describe reader-nonreader studies and the methods used - ✔✔-Operationalizing
"readership": Do you generally read a newspaper? Have you read a newspaper today
or yesterday? How often do you read a daily paper? Very often/ Often/ Sometimes/
Seldom/ Never
✔✔Uses - ✔✔The media use behavior: Viewing headlines on Twitter on your phone,
watching the evening news on your TV, Listening to news talk on your drive to work
✔✔Gratifications - ✔✔The goal or motivation driving your media use
To pass the time, to learn something, to relax, to escape, to be entertained, to socialize,
to make me smarter, etc.
✔✔What is a journalist-reader comparison? - ✔✔-Ask journalists and readers of a news
organizations a number of items about the news source, compare their answers
(Usually little match-up. Journalists over-value hard news; Readers over-value human
interest
Journalists view the media as more positive than readers)
✔✔What is the function of magazine readership surveys? - ✔✔
✔✔What are the areas of circulation research? - ✔✔
