NAB Research Methods & Evidence-Based Practice 3

Question 1

What does 'cume' (cumulative audience) measure in broadcast research?

Accepted Answer

The total number of different people who tune to a station at least once during a time period

Answer

Cume (or reach) counts the unduplicated number of individuals who listened to a station for at least five minutes during a measurement period.

Question 2

A station's research team conducts a pilot test before the main survey. What is the primary purpose?

Accepted Answer

To identify unclear questions, technical errors, and estimate completion time

Answer

Pilot testing (pre-testing) uncovers flaws in questionnaire design, ambiguous wording, and logistical issues before full data collection begins.

Question 3

In Nielsen TV measurement, what does 'HUT' stand for?

Accepted Answer

Households Using Television

Answer

HUT (Households Using Television) represents the percentage of TV-owning households with at least one set turned on during a specific time period.

Question 4

What is 'response bias' in broadcast audience surveys?

Accepted Answer

When respondents answer questions in a way they think is socially acceptable rather than truthfully

Answer

Response bias (social desirability bias) occurs when participants answer questions based on what they believe is expected or acceptable rather than their actual behavior.

Question 5

Which research approach is best suited for generating hypotheses about audience behavior rather than testing them?

Accepted Answer

Exploratory qualitative research

Answer

Exploratory qualitative research (interviews, focus groups, ethnography) is designed to discover patterns and generate hypotheses, not confirm pre-existing ones.

(NAB) National Association of Broadcasters Certification Practice Test

(NAB) National Association of Broadcasters Certification Practice Test

NAB Research Methods & Evidence-Based Practice 3