Mass Media Research

Paper Summary:

This paper examines how the media use different techniques to measure the size of a particular audience. It evaluates the methods used by publishers and local radio and television stations and the methodology used to analyze the information. It shows how techniques, such as specific surveys, can provide critical information when it comes to consumer preference and how surveys and polls are necessary for media outlets that want to survive in a society that is bombarded with information.

From the Paper:

"Quota sampling is another tool used for analyzing audiences. This type of polling involves a cross-section of the population. The Gallop poll was the front runner of this type of survey, but was later abandoned because opinion could not be predicted within 4 percentage points. Gallop found that probability sampling was a much more accurate technique. Another type of polling that is used is straw polling. This type of polling can be seen when television stations ask viewers to call a 900 number and voice their opinion. News web sites also have these kinds of polls. It's is important to realize that these polls generally don't carry much weight as they do not fairly represent the public as a whole. However, probability and quota sampling are reliable tools for gathering information if they are conducted fairly."

More papers on Mass Media Research:

• Persuasive Essay # 142905 : "Mass Media In My Life"
• Research Paper # 137049 : "Corporate Capitalism, Mass Media and Public Ideology"
• Book Review # 72015 : "Analyzing Mass Media"

APA Citation:

MLA Citation: