CMN 2101 Lecture Notes - Lecture 15: Nielsen Ratings, Reductionism, General Idea
5 Mar 2016
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Surveys: a research method which provides a quantitative or numeric description of trends, attitudes, or opinions of a population by studying a sample of that population. " (cresswell 2009: 145) Track trends in audience attitudes, opinion, behavior, etc. How it is collected: interview or questionnaires o! Views on social or political issues and events o! This is what is referred to as public opinion" o! Questionnaire: set list of questions (closed or open-ended). Cross-sectional: data collected at a single point in time. o! Useful for providing a snapshot of current situation/public o! opinion. Longitudinal: data collected at several points over a certain period of time. o! Useful to measure evolution or changes in attitude, opinion, behavior, etc. (e. g. before/after specific event). Description of past, current or habitual actions. o! E. g. surveying people to find of what they intent to eat etc. o! Things people actually do, not just what the think.
