COM 101 Lecture Notes - Lecture 10: Joseph Pulitzer, Nielsen Audio, Psychographic
16 Jun 2016
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Joseph pulitzer = did research by eavesdropping on the people of nyc. A lot of media research is census-like income levels, educational attainment, religious and other affiliations: others focus on attitudes and values or habits and motivations and reactions to new things. Institute of american public opinion = gallup polling organization. Quota sampling = demographics of the sample coincide with those of the whole population. Straw polls = respondents select themselves to be polled (ex: phone in polling & via internet and mobile devices) and is an unreliable indicator of public opinion. Roving photographer = statistically unsound way to tap public opinion: at its worst when people are not given time to formulate and intelligent response. Circulation = number of readers of a publication. Audit bureau of circulation = checks newspaper and magazine circulation claims: created in 1914 to remove the temptation for publishers to inflate their claims to attract advertisers and hike ad prices.
