media research how we know what we know about our audiences

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



• 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” 90’s– Generation X 80’s– Baby-boomers 60’s & 70’s– Post-War generation 50’s– World War II Vets 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

media research how we know what we know about our audiences

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