Practice+Exam+1 - PRACTICE FIRST MIDTERM EXAM Communication...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
PRACTICE FIRST MIDTERM EXAM Communication Studies 211 Research Report: ALCOHOL ADVERTISING EFFECTS STUDY Introduction The National Committee to Prevent Youth Drinking (NCPYD), a non-profit group affiliated Mothers Against Drunk Driving (MADD), [Does this sponsorship raise a question in your mind about Type I error?] has been very concerned about the impact that alcohol advertising on television has on the drinking behavior of America's youth. They have taken particular interest in the idea, proposed by various researchers, that exposure to alcohol advertising induces college teenagers to think more about drinking and, eventually this will lead them to become drinkers [This is the first statement of the conceptual hypothesis. It includes an intervening variable] . They propose to investigate the relationship between exposure to beer ads and thinking about drinking [This is the second statement of the conceptual hypothesis, leaving out the "final" measure] , and they believe that this relationship will be stronger for male students than for female students [This is the version of the main hypothesis that is conditional on gender] . The NCPYD contracted with the Institute for Advertising Research in Wisconsin to examine whether this was indeed the case. Research Design To develop a measure of exposure to beer advertising [This is the independent variable], the Institute first secured copies of all beer ads that were shown on Wisconsin television in the previous six months. Trained coders reviewed all of these 12 ads and prepared a list of all of the scenes in each one. The researchers then prepared a list of all 12 of these beer ads, as well as a random selection of 12 other (non-beer) ads to be included in the questionnaire [This is a description of an eventual validity check on the survey self-reports of exposure to beer ads] . Students were asked to check off any of the 24 ads they had seen . Exposure to beer ads was measured by counting how many of the 12 beer ads a student reported seeing (i.e., had checked off the list). For the purpose of analysis, students were classified as having seen no beer ads; seen 1 to 6 such ads; and seen 7 or more ads, which was converted to a Beer Ad Viewing Index with categories "no exposure," "light exposure," and "heavy exposure." [This is the description of the operationalization of exposure to beer ads. It starts as an ratio measure but it is eventually collapsed to an ordinal measure] Of the 1,000 students [the units of analysis ] participating in the original study, the Institute re- contacted 500 a week later and asked them to complete the "ad viewing" checklist a second time, along with some additional questions including asking them to describe a scene from their favorite beer ad, in order to verify the utility of the checklist measure. When they compared the answers from the main study and the re-contact for this group of students, the results showed that answers to the second checklist agreed very well with answers to the first (correlation = .86).
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 5

Practice+Exam+1 - PRACTICE FIRST MIDTERM EXAM Communication...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online