Audience Ratings: Radio, Television, and Cable

By Hugh Malcolm Beville Jr. | Go to book overview
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Questions for Review and Discussion

Chapter 1

Multiple Choice
1. The problem that plagued the early Nielsen Audimeter and rendered unacceptable graphic records of listening behaviors was
A. Paper recording tape was undependable
B. Power outage
C. Difficulty in gaining family acceptance
D. Too many types of receivers in use
E. B and D
2. The coincidental telephone method was first used by which rating service?
A. Cooperative Analysis of Broadcasting (CAB)
B. A.C. Nielsen
C. C. E. Hooper
D. " Crossley ratings"
E. Arbitron
3. The first meter device for the purpose of providing audience listening behaviors was originally conceived and a patent was held by
A. Nielsen
B. RCA
C. C.E. Robinson
D. Robert Elder
E. Woodruff
4. The first real estimate of the total number of radio ownership was provided in 1930 by
A. Daniel Starch for NBC
B. 1930 census
C. CAB
D. C. E. Hooper
E. None of the above
5. Significant elements favoring the coincidental telephone interview method over the 24-hour recall interview included
A. Simplicity of questions
B. Immediacy element

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