NAB Research Methods & Evidence-Based Practice 2

Question 1

What does the term 'sweeps' refer to in broadcast audience research?

Accepted Answer

Periods when Nielsen collects expanded audience data for ratings

Answer

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)?

Accepted Answer

A wearable device that passively detects inaudible codes embedded in broadcast audio

Answer

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?

Accepted Answer

Focus groups with former listeners

Answer

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?

Accepted Answer

The average number of quarter-hours a listener tunes to a station per week

Answer

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?

Accepted Answer

Simple random sampling

Answer

Simple random sampling gives every population member an equal and independent chance of selection, making it the gold standard for unbiased samples.

(NAB) National Association of Broadcasters Certification Practice Test

(NAB) National Association of Broadcasters Certification Practice Test

NAB Research Methods & Evidence-Based Practice 2