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? percentage points percentage points percentage points 9, 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 X80’s –Baby-boomers60’s & 70’s –Post-War generation50’s –World War II Vets40’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