Site MapHelpFeedbackMultiple Choice Quiz
Multiple Choice Quiz
(See related pages)


Early methods for collecting research about radio audiences centered on using
B)man-on-the-street interviews
C)telephone recall
D)all of the above

The C. E. Hooper company introduce the _____________ method of radio research.
B)telephone recall
C)telephone coincidental method

The audimeter was
A)a device connected to radios to monitor the station selected
B)a device to measure audience reaction to performers on stage
C)a measurement instrument for testing hearing
D)none of the above

Data collected by Nielsen to report on television network viewership is called
A)the Nielsen Station Index
B)the Nielsen Television Index
C)the Nielsen Network Report
D)none of the above

The diary was introduced by
A)the C. E. Hooper company
B)the A. C. Nielsen company
C)the American Research Bureau (Arbitron)
D)the Cooperative Analysis of Broadcasting

The _____________ measures both channel viewed and time as well as which member of the family is watching the set.

What was one of the immediate outcomes of Nielsen's introduction of the Peoplemeter.
A)a sharp decline in child viewership was noted
B)television viewing in Nielsen homes increased
C)female viewership rose dramatically
D)none of the above

Today television ratings are reported primarily by _________ while radio ratings are reported by _________.
A)Nielsen / AccuRatings
B)Aribtron / Nielsen
C)Nielsen / Arbitron
D)Hooper / Arbitron

According to your book, the NSI report includes which of the following data?
A)the metro area where most of the population lives
B)the statistics for the designated market area
C)the national station index area that surrounds accounts for 95% of the total viewing audience in the market
D)all of the above are contained in the NSI report

The random sample used to measure television network viewership is based on:
A)a geographically balanced preselected mix of neighborhoods
B)a simple random sample
C)a randomly selected group of small geographical areas
D)a straw poll

In the largest television markets, Nielsen supplements audimeter (SIA) data with
A)a telephone coincidental survey
B)a diary
C)a personal interview
D)none of the above

"Sweeps' occur in most television markets _____ a year.
B)three times
C)four times
D)six times

Which of the following statements about the National Television Index is not true?
A)NTI report features a day-by-day comparison of the audience for each major network
B)data is divided into relevant demographic categories
C)estimates of cable channel viewers are given
D)audience figures are broken out on a market-by-market basis

The National Station Index (NSI) is somewhat more complex than the NTI because
A)demographics characteristics may vary from market to market
B)the metro areas, areas of dominant influence, and NSI areas may be different for the market in question
C)national ratings are not included in the data
D)all of the above

Which of following special data are you likely to find in a NSI report?
A)the number of homes actually in the sample
B)demographic characteristics of the market
C)notes about technical problems stations may have had during the sampling period
D)all of the above

The measure that represents the number or percentage of households that have a TV on during a specific time period is called
A)the rating
B)households using television
C)the audience share
D)a demographic report

The proportion of all households with a TV set watching a particular program at a given time is called
A)the rating
B)households using television
C)the audience share
D)a demographic report

The number of households watching a particular program at a specific time divided by the total number of households using television is called
A)the rating
B)households using television
C)the audience share
D)a demographic report

Generally, local radio research is the result of the diary method of data collection.

While the basic unit of data measurement for television is the person, for radio the basic unit of measurement is the household.

In radio research, an estimate of the total number of different listeners who listen to a given station at least once during the time period under consideration is called
A)the share
B)the cume
C)the rating
D)the demographic

The ____________ is one way of expressing the accuracy range of the ratings used in broadcasting.
A)confidence interval
B)mathematical proportion
C)golden mean

Ratings are used for which of the following purposes?
A)networks use ratings to determine the size of the audience as a way to establish advertising rates
B)ratings are used to determine the types of people watching particular shows
C)station news departments use ratings to see how much viewing occurs in neighborhood communities
D)all of the above

Reliable data on the Internet is important because without such data advertisers are reluctant to spend money on net advertising.

Concept testing is the process whereby listeners are surveyed by telephone and asked to rate certain songs after a radio station plays 10 or 20 seconds of the song's hook.

Auditorium testing has several advantages over call-out testing. Which is not an advantage discussed in your book?
A)a large number of song hooks can be tested
B)whole songs can be played for evaluation
C)new formats can be tested by a station to explore audience reaction
D)music testing can be done continually with immediate results garnered throughout the year

Focus groups are best thought of as:
A)a good way to develop a random sample
B)a diagnostic device
C)a way to test new music

DominickOnline Learning Center

Home > Part 5 > Chapter 12 > Multiple Choice Quiz