EMB 110 Notes Research
EMB 110 Notes Research EMB 110-001
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This 7 page Class Notes was uploaded by Natalie Notetaker on Thursday March 3, 2016. The Class Notes belongs to EMB 110-001 at Northern Kentucky University taught by Wesley Akers in Fall 2015. Since its upload, it has received 15 views. For similar materials see Introduction to Mass Media in Information technology at Northern Kentucky University.
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Date Created: 03/03/16
EMB 110 February 11, 2016 Two Main Types of Media Research Basic (academic) Researching the media in terms of culture, relationships of power, society, and how things effect your brain Ex: image, music, things you can study in school Applied (Professional/Industry) Studying the audience reactions and ratings in a professional/ real world environment Different Approaches Scientific Methods (Social Sciences) Companies take a scientific approach to study people Interruptive (Arts & Humanities) Observing situations in society (Not setting up a situation and watching the reactions) Social Scientific model Research Question and/or hypothesis Predictions/ “what happens if…” Method Set up surveys, tests etc. to get information Analysis Look at the information you collected Results/Findings Drawing conclusions from the information collected Scientific proof Analytic Approaches Quantitative Interpretation studying Easily observe and record in terms of numbers, ratings and shares Qualitative Attributes, behavior and demographics Types of Methods Academic research/scientific Surveys Asks a series of questions Content Analysis Look at content and pull out certain information to draw a conclusion Normally Quantitative results/ statistics Laboratory Experiment They are very made up/constructive , not real world Observe people’s behavior Field Observations Observe people in the real world and how they react Other people interpret observations differently Ethnographic Studies (Field Participation) Studying within a culture without letting the culture know. Textual Analysis (Interpretive Approach) Writing about their observations in a more essay form EMB 110 February 16, 2016 Other Elements of Research (Continued slides from Feb. 11) Causation (cause & effect) Hard sciences are the only ones who can establish a cause and effect Correlation Everything else falls under this umbrella Not always a cause & effect It is not always proven External Validity (& generalization) It is not possible to talk to every single person in the market so they take a sample and hope it can represent the whole. Sampling & Population Goes under external validity Researcher Bias It is hard not to be bias when conducting research Funded research Research funded by an organization Ratings Sampling: Probability Sampling Everyone has an equal chance to be chosen for that sample/ research survey Proportionate Stratified Sampling You want your sample to be represented by a culture Generalization External validity Rating Services Neilson – T.V ratings Arbitron – Radio ratings Markets – population based and distance from a city Sweeps (May, July, November, February) – get the general view of a station Ratings & households – counts the household that has a T.V Shares & HUT’s – more precise; counts the T.V sets that are on Cumes – cumulative radio Ratings Methods: Diaries Like a journal; record when and what you watch Limitation: people get lazy or don’t want to admit to watching a particular show Set Meters A box on your T.V that records what you watch Limitation: People leave the T.V on without watching it People Meters Same as set meter but you have to punch in a code when you turn on your T.V Limitation: People get tired of logging in and out Portable People Meters (Radio/ Arbitron) Placed on your belt and it can hear what you are watching or listening to Limitation: people don’t want to wear it and it can pick up things around you that you are not listening to Coincidental Telephone Interviews People will call you and ask what you are watching at the present moment Limitation: No one picks up the phone because of caller id and telemarketer laws prevents them from calling after a certain time in the evening which is when most people are watching T.V Telephone Recall People call you and ask what you watched that day Limitation: Not everyone can remember what they watched throughout the day Other Applied industry Related Research: Focus Groups Pull together a group and ask them which song is better Program Analyzers Real time; You have a contraption and you turn the nob one way or the other depending if you like or dislike the song Hook Testing Top 40 stations They show you a clip of a song and ask you if it is still a good song to play or if it is dead Other Media Measurement Services Billboard Tells you the most popular songs Neilson Soundscan Counts the barcode on an album when it is scan/bought Rentrak Corp. (box office) Records ticket sales of movies Mediabase (music airplay) Looks at different radio station playlists to determine what is most popular Q-Scores Determines which actor/actress is popular