Mass Media Research: An Introduction - 9th Edition
Roger D. Wimmer & Joseph R. Dominick


Chapter 14 - Research in the Electronic Media

  1. 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.

  2. If you haven't done so already, visit the websites for Arbitron Inc. (www.arbitron.com) and ACNielsen (www.nielsenmedia.com) to find out what's new in the radio and TV research industry.

  3. Why is it not a good idea to test new music via callout research?

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