Which of the following is INCORRECT?

a. Qualitative research tries to explain why people make specific program choices.
b. Determining audience size is the most important concern of ratings research
c. Program and audience research is critical for the financial health of media industries.
d. The goal of programmers is to reach the largest possible salable audience.
e. Programmer instinct is usually a better predictor of program success than research.


e

Communication & Mass Media

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The authoritarian line of reasoning justifies suppression of ideas and information on the grounds that

A) truth is a monopoly of the regime. B) the people should determine the truth. C) democracy involves all the people. D) the ruling class needs input from common folk.

Communication & Mass Media

Which of the following audiences are particularly important for nonprofits?

a. Internal b. Regulatory Agencies c. Volunteers d. Investors

Communication & Mass Media

Maslow's Hierarchy of Needs identifies which of the following needs?

a. love, social belonging b. safety and security c. communication satisfaction d. two of these

Communication & Mass Media

When we have a _________, we believe we must impress a hypercritical audience with our knowledge and delivery.

a. a performance orientation b. systematic desensitization c. cognitive restructuring d. a communication orientation

Communication & Mass Media