This paper examines current rating systems and looks at whether the
Q-Score reports accurately represent the American television viewing public.
Written in 2007; 4,800 words; 9 sources; MLA; $ 122.95
Paper Summary:
This research proposal identifies the known problems with the rating systems and proposes a study that would help determine if the Q-Score reports are misrepresenting the American television viewing public. In this article, the writer discusses whether Marketing Evaluations'
Q-Scores for television ratings accurately represent the television viewing habits of all Americans, including minority groups, or whether the limited population samples and data analysis methods are skewed in such a way that minority populations are underrepresented in ratings and the media. The writer claims that this is an important study because of the integral role that television and the media play in the lives of all Americans, and as a part of American society overall. The writer concludes that if there is a misrepresentation of minority groups in the current Q-ratings reports, this must be identified and this information made available to the public so that all members of society can make an informed decision regarding media-related activities, such as advertising, that are affected by the quality of television ratings reports.
Outline:
Abstract
Purpose and Rationale
Hypothesis
Literature Review
Limitations
Works Cited
From the Paper:
"If a small-scale study finds a significant problem, other researchers will be interested in doing further analysis on this issue. Also, the public may simply be made aware of the issue, therefore considering these questions when taking stock in ratings reports. It is known that the television media industry and their advertisers depends on ratings reports to make decisions regarding programming and product placement. It is also well documented that minority groups have been significantly underrepresented in the Nielsen ratings, the country's leading marketing provider of television ratings, as will be illustrated by the following literature review. What is not known is whether the Q Rating system, which collected data in different ways than the Nielsen ratings, also has a problem in properly representing minority groups and providing accurate data on the television viewing habits of the American public."
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