Chapter 14 - Research in the Electronic Media
To get an idea about the range of media research, conduct an Internet search for "media research" and "broadcast research." After reviewing some of the references that appear, what opinion do you have of media research? (This is a broad question, but we're trying to encourage you to investigate the underlying themes in media research.)
Some radio research companies test music on the Internet. What advantages and disadvantages are there to this approach? Be sure to consider the sources of Internal Validity. Also, consider the aspect of control.
If you haven't done so already, visit the web sites for Arbitron Inc. (www.arbitron.com) and ACNielsen (www.nielsenmedia.com) to find out what's new in the radio and TV research industry.
What is your analysis of these two TV ratings' situations?
Channel 7 has a 4 rating and 65 share.
Channel 9 has a rating of 35 and a share of 55.
Why is it not a good idea to test new music via callout research?
Assume that you are the research director for a music company such as Arista Records. What type of research would you conduct to determine the impact of downloadable MP3s on your CD sales?