Mass Media Research: An Introduction - 9th Edition
Chapter 11 - Hypothesis Testing
Conduct a brief review of published research in mass media in three issues of a mass media journal. How many studies tested hypotheses? How many studies investigated research questions? What differences, if any, were there between the two types of studies?
The chapter lists criteria for good hypotheses. Below are several hypotheses suggested by students in one of the authorís research classes. Which of the following do not meet the criteria of a good hypothesis? Why?
The use of socially responsible advertising will affect the consumerís view of a company.
Elderly people are more easily persuaded by advertising that features the elderly.
Fund-raising on non-commercial broadcasting stations could be made more effective by not adopting telethon formats.
Commercial TV in America appeals to the lowest common denominator in terms of education.
More women than men read magazines designed for the opposite sex.
Which areas of the mass media today are "prime targets" for research studies where hypotheses are tested?
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