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Mass Communications Research. Communications 233. How research is used. Audience measurement A method of in-bound communication Reporting/content Academic study. Audience measurement. Ratings Readership Audience descriptions Demographics VALS. In-bound communication.
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Mass Communications Research Communications 233
How research is used • Audience measurement • A method of in-bound communication • Reporting/content • Academic study
Audience measurement • Ratings • Readership • Audience descriptions • Demographics • VALS
In-bound communication • Public relations • Advertising • Media effectiveness
Reporting/content • Polls as a source of news coverage • Political campaigns • LA Times Nov 2005 #1 • LA Times Nov 2005 #2 • Scientific studies
Academic research • Effects of mass communication • Processes of mass communication
Survey research • Margin of error • Confidence level • Sample size • Sampling methods • Development of questionnaires
Margin of error • Difference between sample and population • Often expressed in +/- terms (i.e., +/- 3%) • Comes as a result of drawing a smaller, representative group
Confidence level • The probability the sample value falls within the margin of error • Usually expressed as 95% or 99%
Sample size • Depends on: • Variability of population • Margin of error desired • Confidence level desired • Subgroup breakouts
Sampling Methods • Randomness • All cases have an equal or known chance of selection • Simple random sample • Quota sample • Person on the street
Questionnaire development • Nature of the questions/items • Biased? • Leading questions? • Too complex? • Consistent over time? • Qualification of respondents?
Some Web sites • Gallup Poll: http://gallup.com/ • The Field Poll (about California issues) http://www.field.com/fieldpoll/ • Pew Research Center for People & the Press http://people-press.org/ • Los Angeles Times poll http://www.latimes.com/news/custom/timespoll/