Research Methods in Media

What is the primary purpose of evaluating research data in media institutions?

• To improve marketing strategies

• To ensure accuracy and reliability

• To reduce production costs

• To create engaging content

Which of the following is an example of primary research?

• Reading a published report

• Conducting a survey

• Using government statistics

• Watching a documentary

What is secondary research?

• Data collected firsthand by the researcher

• Analysis of existing data from other sources

• Creating focus groups

• Observing customer behavior in real time

Which of the following is a quantitative research method?

• Focus groups

• Surveys with numerical responses

• Open-ended interviews

• Media content analysis

Why is qualitative research important for media institutions?

• It provides statistical accuracy

• It reveals in-depth opinions and motivations

• It is more cost-effective than quantitative research

• It focuses on numerical data

Which factor is most important when evaluating the reliability of a research source?

• The length of the report

• The popularity of the author

• The credibility of the publisher

• The visual appeal of the data

What is meant by "bias" in research?

• A logical conclusion drawn from data

• A lack of objectivity in the research process

• A well-supported hypothesis

• A preference for one research method

What is triangulation in research?

• Comparing data from three different sources

• Using three types of data analysis software

• Conducting research in three phases

• Calculating the average of three datasets

What is the main disadvantage of qualitative data?

• It is too costly to collect

• It lacks depth

• It is difficult to analyze systematically

• It cannot provide insights into opinions

What is a demographic variable?

• A qualitative research method

• Characteristics such as age, gender, and income

• The margin of error in a survey

• A random sample used in research