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Mass Communications Research

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

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  1. Mass Communications Research Communications 233

  2. How research is used • Audience measurement • A method of in-bound communication • Reporting/content • Academic study

  3. Audience measurement • Ratings • Readership • Audience descriptions • Demographics • VALS

  4. In-bound communication • Public relations • Advertising • Media effectiveness

  5. Reporting/content • Polls as a source of news coverage • Political campaigns • LA Times Nov 2005 #1 • LA Times Nov 2005 #2 • Scientific studies

  6. Academic research • Effects of mass communication • Processes of mass communication

  7. Survey research • Margin of error • Confidence level • Sample size • Sampling methods • Development of questionnaires

  8. 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

  9. Confidence level • The probability the sample value falls within the margin of error • Usually expressed as 95% or 99%

  10. Sample size • Depends on: • Variability of population • Margin of error desired • Confidence level desired • Subgroup breakouts

  11. Sample size chart

  12. Sampling Methods • Randomness • All cases have an equal or known chance of selection • Simple random sample • Quota sample • Person on the street

  13. Questionnaire development • Nature of the questions/items • Biased? • Leading questions? • Too complex? • Consistent over time? • Qualification of respondents?

  14. 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/

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