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Ch 9 - H Paul LeBlanc III PhD Introduction to Communication...

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H. Paul LeBlanc III, PhD Introduction to Communication Technologies • How are Audiences Measured? • What are Ratings? • How are Ratings Used? Chapter 9
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H. Paul LeBlanc III, PhD Introduction to Communication Technologies A means of determining the characteristics of some phenomena What is Measurement?
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H. Paul LeBlanc III, PhD Introduction to Communication Technologies • Categorization • Accuracy What is Qualitative Measurement?
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H. Paul LeBlanc III, PhD Introduction to Communication Technologies • Variables • Operational definition What is Quantitative Measurement?
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H. Paul LeBlanc III, PhD Introduction to Communication Technologies • The purpose? • Audience analysis What is Audience Measurement?
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H. Paul LeBlanc III, PhD Introduction to Communication Technologies A technique for accessing information about an audience without having to measure every member of the audience. What is Sampling?
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H. Paul LeBlanc III, PhD Introduction to Communication Technologies • Audience sample • Behavioral sample • Time sample What is a Sample?
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H. Paul LeBlanc III, PhD
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