1|Page
MMC3420 EXAM 1 (ALL QUIZ QUESTIONS)
QUESTIONS AND ANSWERS 2025
Examples of research methods - .....ANSWER ...✔✔
experiment, survey, content analysis, focus groups, in-
depth interviews
any form of communication transmitted through a
medium (channel) that simultaneously reaches a large
number of people. - .....ANSWER ...✔✔ mass
communication
a system of methods used in a particular area of study
or activity - .....ANSWER ...✔✔ Methodology
What historical events/ periods encouraged the growth
of mass media research? - .....ANSWER ...✔✔ 1.
World War 1
-Propaganda
-hypodermic needle model of communication: mass
communicators need only shoot messages at an audience
and those messages would produce pre-planned and
universal effects
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2. Realization by Advertisers in the 50's and 60's
-research data are useful in developing ways to
persuade customers to buy products and services
-efficiency, exposure, demographics, placement,
selection of medium
3. Increasing interest of citizens
-in effects of the media on the public (especially
children)
-result was interest in research related to violence and
sexual content
-prosocial (positive) antisocial (negative)
4. Increasing competition among media
-in terms of ad dollars
-audience fragmentation = niches = demassification>
increases need for trend
studies, image studies, segmentation studies
-survival kit contains info about consumers changing
values, tastes, shifts, etc
Examples of non scientific ways of knowing: -
.....ANSWER ...✔✔ •Intuition
(Believe something to be true because you feel it is
true; from within)
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•Tenacity
(hear something and just believe it. Ex: We use only
10% of our brains)
•Authority
(believing something because Beyonce says it)
What are the six basic characteristics of the scientific
method? - .....ANSWER ...✔✔ Scientific research is:
-Public
-Objective
-Empirical
(Evidence that is observable)
-Systematic and cumulative
-Predictive
-Self-correcting
researchers concerned with a world that is knowable
and potentially measurable. - .....ANSWER ...✔✔
Empirical Research
an abstract idea formed by generalization -
.....ANSWER ...✔✔ Concept:
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dictionary-like definition. Gives a concept a meaning. -
.....ANSWER ...✔✔ Conceptual definition
Empirical counterpart of a concept or construct. Links the
empirical with the theoretical. Events that are measured
or manipulated in research.
-What factor are we going to look at to measure
something?
-If measuring kindness, are we measuring how many
times someone opens a door for others?
-Can have more than one value along continuum. For
example: "satisfaction with pay- per-view TV programs"
can take on different values. A person can be satisfied a
lot, little or not at all. - .....ANSWER ...✔✔ Variable
defining observations that can be used to measure the
concept
Ex: for measuring kindness: how often do people open
doors for others and give to charity. example: scale.
How are you measuring it? - .....ANSWER ...✔✔
Operational definition
MMC3420 EXAM 1 (ALL QUIZ QUESTIONS)
QUESTIONS AND ANSWERS 2025
Examples of research methods - .....ANSWER ...✔✔
experiment, survey, content analysis, focus groups, in-
depth interviews
any form of communication transmitted through a
medium (channel) that simultaneously reaches a large
number of people. - .....ANSWER ...✔✔ mass
communication
a system of methods used in a particular area of study
or activity - .....ANSWER ...✔✔ Methodology
What historical events/ periods encouraged the growth
of mass media research? - .....ANSWER ...✔✔ 1.
World War 1
-Propaganda
-hypodermic needle model of communication: mass
communicators need only shoot messages at an audience
and those messages would produce pre-planned and
universal effects
,2|Page
2. Realization by Advertisers in the 50's and 60's
-research data are useful in developing ways to
persuade customers to buy products and services
-efficiency, exposure, demographics, placement,
selection of medium
3. Increasing interest of citizens
-in effects of the media on the public (especially
children)
-result was interest in research related to violence and
sexual content
-prosocial (positive) antisocial (negative)
4. Increasing competition among media
-in terms of ad dollars
-audience fragmentation = niches = demassification>
increases need for trend
studies, image studies, segmentation studies
-survival kit contains info about consumers changing
values, tastes, shifts, etc
Examples of non scientific ways of knowing: -
.....ANSWER ...✔✔ •Intuition
(Believe something to be true because you feel it is
true; from within)
,3|Page
•Tenacity
(hear something and just believe it. Ex: We use only
10% of our brains)
•Authority
(believing something because Beyonce says it)
What are the six basic characteristics of the scientific
method? - .....ANSWER ...✔✔ Scientific research is:
-Public
-Objective
-Empirical
(Evidence that is observable)
-Systematic and cumulative
-Predictive
-Self-correcting
researchers concerned with a world that is knowable
and potentially measurable. - .....ANSWER ...✔✔
Empirical Research
an abstract idea formed by generalization -
.....ANSWER ...✔✔ Concept:
, 4|Page
dictionary-like definition. Gives a concept a meaning. -
.....ANSWER ...✔✔ Conceptual definition
Empirical counterpart of a concept or construct. Links the
empirical with the theoretical. Events that are measured
or manipulated in research.
-What factor are we going to look at to measure
something?
-If measuring kindness, are we measuring how many
times someone opens a door for others?
-Can have more than one value along continuum. For
example: "satisfaction with pay- per-view TV programs"
can take on different values. A person can be satisfied a
lot, little or not at all. - .....ANSWER ...✔✔ Variable
defining observations that can be used to measure the
concept
Ex: for measuring kindness: how often do people open
doors for others and give to charity. example: scale.
How are you measuring it? - .....ANSWER ...✔✔
Operational definition
