Media Research How we know what we know

Media Research How we know what we know about our audiences

Public-opinion sampling • • • The surveying industry Probability sampling Sample size Sample selection Margin of error Confidence level

The surveying industry • US media regularly survey audiences • George Gallup – The Institute of Public Opinion • 300 companies in survey business • political candidates are major clients • survey results determine what kind of advertising will run

Probability sampling • Sample size • 384 people for 95% confidence • within 5 percentage points • e. g. A race that is running 51 -49% needs larger sample • +or- 5% =46 -54 • Sample selection • every member has equal opportunity to be polled • confidence level --a larger sample can improve confidence • and reduce margin of error

Margin of error • Increasing sample size increases precision--up to a point • How much precision is necessary? • 384 +-5 percentage points • 600 +-4 percentage points • 1067 +-3 percentage points • 9, 605 +-1 percentage point

Evaluating surveys • Quota sampling • How many were interviewed & how selected? • When was poll taken? • Who paid for the poll? • What was sampling error?

Other factors, continued • • How was poll conducted? How were questions worded? In what order were they asked? “Straw Polls” Internet and 900 numbers asking for opinion • Man on the street interviews-”convenience” sampling

Measuring audience size • Newspaper and magazine audits – circulation measurement – Audit Bureau of Circulations, 1914 • Broadcast ratings – A. C. Nielsen Company (TV) – American Research Bureau--Arbitron (radio) – began in 1929 with Crossley

Audience data/ratings • 1940’s Nielsen • demographics • age, gender, income, education, religion, occupation, neighborhood, product use • today’s ratings paid for by stations, adv.

Audience measurement techniques • Interviews • Diaries • Meters – – audimeters “overnights” 4, 000 homes “Peoplemeters”

Criticism of ratings • • Discrepancies Slanted results Sample selection Hyping and trickery – “sweeps” months • Respondent accuracy • Zipping, Zapping with remote control

Measuring audience reaction • Focus groups • Galvanic skin checks • Prototype research – showing previews of TV shows & movies – try out different versions of new product, e. g. USA Today

Audience analysis • Demographics: which audience do you want to reach? • Cohort analysis – “Twenty-somethings” – Generation X – Baby-boomers – Post-War generation – World War II Vets 90’s 80’s 60’s & 70’s 50’s 40’s

Geodemographics • PRIZM system • Census data • 34 factors that distinguished neighborhoods

Psycho-demographics • • • belongers achievers societally conscious emulators experientials I-am-Me’s survivors sustainers integrated

Applied research • Media-sponsored research – technological research – policy analysis – opinion surveys

Mass communication scholarship • Effects studies • Process studies • Gratifications studies • Content analysis