CM321 exam 1
Format: T/F, short answer (homework), multiple choices
CPI (cost per interview): length of survey (labor hour), method to collect data,
incidence rate: low means hard to find. (How hard is to reach somebody) the
lower the h
Midterm Study Guide Danehy
The development of mass media research
Use of research provides a road map that
ensures you are communicating the right
message to the right audience
WWII needed to understand propaganda
Advertisers in 50s and 60s discovered
Describes numerical data
Helps to organize date in meaningful way
Graphical presentation of data
STATISTICAL PROCESSING SOFTWARE
The orderly arrangement
ELEMENTS OF RESEARCH
ELEMENTS OF EFFECTIVE PROJECT PLANNING
EFFECTIVE PROJECT PLANNING FOR RESEARCH PROJECTS
Review past research if available.
Determine appropriate methodology/research design
o Such as?
o How do you d
Sampling error - issues
with sampling from the
(variability in sampling
Nonsampling error everything else
-Random error from
Old Mass Comm
New Mass Comm
on stats (link)
Cha, J. (2013). Do
online video platforms
Journal of Advertising
Research, 53 (1),
211 internet users
- asked if watching
video online affects
their TV watching
evidence to support
H1: People who wear
glasses have higher IQs
than people who dont.
H0: There is no
difference in IQ
.use voluntary participation
.avoid deceipt (affect results?)
thics Ch. 3
Is it OK for us to research
public SNS data?
Do we need permission?
Do we want our SNS data
CA Guide &
1. Rationale (Neuendorf)
Why is this important?
How to measure variab
o Estimate about a universetaken from a portion of that universe.
o Subset of the population or group under study.
Sampling-blood sample, tasting soup
Enumeration vs. sampling
WHY DO WE SAMPLE?
Council Of American Survey Research Organizations
American Association of Public Opinion Researchers
Dont involve people w/o knowledge or consent
Dont coerce people
Do not actively lie
Do not expose part
Systematic: ensure that each content item has= chance of
being selected. All content items must be treated identically
Objective: Operationally define variables Quantitative: More
precise to say X% than most
USES OF CON
Final Exam Study Guide- Mass Comm Research
Second half of semester
Chapter 5 Qualitative Research Methods
Differences between quantitative and qualitative methods:
Quantitative researchers (positivist paradigm) use methods such as surveys and
MID-TERM STUDY GUIDE CM-321
- What is research?
- Development of mass media research
- Scientific methodwhat it is (characteristics), steps and how to apply
- Constitutie definition vs. operational definitionknow definition and be able to
CM-321 FINAL STUDY GUIDE
The final will be cumulative. It will include all of the information
pre-midterm in addition to the material covered post mid-term.
Here is a study guide for the chapters covered post midterm. Good
- Differences b
1. You have been hired by Boston University to conduct a quantitative telephone survey
of Boston University students who live on campus. They are asking you to submit a
proposal regarding how you will develop the sa
WHY ARE SURVEYS CONDUCTED?
To identify ways to influence or persuade
To create or modify some product or service for a
To understand or predict human behavior and to monitor
trends in society
Major Steps in th
You have been hired by a local community organizing firm that is mounting a
political campaign in a small new England town (population is about 20,000).
They are seeking to create a charter school in town, but they need to win at t
QUESTIONNAIRE DESIGN/ELEMENTS OF RESEARCH
Bring surveys to class
Email answers to Q2&Q3 to me at [email protected]
Please bring in two copies of survey questionnaires.
Identify the sample size, who was surveyed
Label the type of sc
Email to: [email protected]
ALL ASSIGNMENTS MUST BE TYPED!
Find an academic research article on public opinion/mass media research that has
been conducted on any subject that you like. Please read the article and answer
ADVERTISING AND PUBLIC RELATIONS RESEARCH
THE COGNTIVE DIMENSION
THE AFFECTIVE DIMENSION
factors affecting the growth
WWII needed to understand propaganda.
Advertisers in 50s & 60s discovered that research could be used to persuade.
Increasing interest in the effects of media on the public.
Increased competition for advertising
This is the formal term for
the type of research done at
This specifies procedures
that allow o