NAB Research Methods & Evidence-Based Practice 2 — Questions and Answers
Question 1: What does the term 'sweeps' refer to in broadcast audience research?
- Periods when Nielsen collects expanded audience data for ratings (Correct answer)
- A technique for filtering out invalid diary entries
- The process of removing outliers from a ratings dataset
- A Nielsen term for audience churn between stations
Correct answer: Periods when Nielsen collects expanded audience data for ratings
Sweeps are specific months (typically February, May, July, November) when Nielsen conducts intensive audience measurement to set local ad rates.
Question 2: In audience research, what is a 'Portable People Meter' (PPM)?
- A wearable device that passively detects inaudible codes embedded in broadcast audio (Correct answer)
- A handheld remote used by diary panelists to log viewing habits
- A Nielsen device that tracks website visits alongside TV viewing
- A GPS-based tool that tracks where audiences consume media
Correct answer: A wearable device that passively detects inaudible codes embedded in broadcast audio
The PPM is a passive measurement device worn by panelists that automatically detects encoded signals in broadcast and streaming audio.
Question 3: A broadcaster wants to understand WHY listeners stopped tuning in. Which research method is most appropriate?
- Focus groups with former listeners (Correct answer)
- Quantitative telephone survey
- Nielsen PPM passive measurement
- Arbitron diary methodology
Correct answer: Focus groups with former listeners
Focus groups allow moderators to probe motivations and emotions behind behavior, making them ideal for understanding the 'why' behind audience decisions.
Question 4: What is 'time spent listening' (TSL) as used in radio research?
- The average number of quarter-hours a listener tunes to a station per week (Correct answer)
- The total broadcast hours a station airs per week
- The cumulative reach of a station across all dayparts
- The percentage of listeners who tune in for a full hour
Correct answer: The average number of quarter-hours a listener tunes to a station per week
TSL measures audience loyalty by calculating the average number of quarter-hour segments a listener spends with a station during a specified time period.
Question 5: Which sampling method ensures every member of a population has an equal chance of being selected?
- Simple random sampling (Correct answer)
- Convenience sampling
- Quota sampling
- Purposive sampling
Correct answer: Simple random sampling
Simple random sampling gives every population member an equal and independent chance of selection, making it the gold standard for unbiased samples.
Question 6: A research report shows a correlation of r = -0.78 between ad frequency and brand favorability. What does this indicate?
- Higher ad frequency is strongly associated with lower brand favorability (Correct answer)
- Higher ad frequency is strongly associated with higher brand favorability
- Ad frequency has no meaningful relationship with brand favorability
- The relationship is positive but statistically weak
Correct answer: Higher ad frequency is strongly associated with lower brand favorability
A negative correlation close to -1 indicates a strong inverse relationship, meaning as ad frequency increases, brand favorability tends to decrease.
Question 7: What is the primary purpose of a 'control group' in an experimental research design?
- To provide a baseline for comparing the effect of an independent variable (Correct answer)
- To represent the most common demographic in the target audience
- To validate the accuracy of the measurement instruments used
- To ensure the sample is stratified by age and gender
Correct answer: To provide a baseline for comparing the effect of an independent variable
The control group does not receive the experimental treatment, serving as a baseline against which the treatment group's results are compared.
NAB Research Methods & Evidence-Based Practice 2
What does the term 'sweeps' refer to in broadcast audience research?