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| The operative theory about media effects today is ____ . |
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| The marketing statistic which measures the percentage of all TV homes which are watching a particular channel is called a ____ . |
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| The statistic which measures the percentage of all TV homes which are watching a particular channel is called a ____ . |
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| The dominant company gathering television viewer data today is ____ . |
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| The idea that watching violent media content will lead to a society with is apathetic toward violence in society is called ____ . |
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| Testing methods (like experiments and survveys) which gather empirical evidence are known generally as ____ . |
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| Telephone surveys, focus groups, and auditorium testing. |
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| Common methods of gathering marketing information. |
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| Segmenting the audience according to their various personality traits (leader-follower, active-passive, etc.) produces research called ____ . |
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| Viewing violent programming and having little or no reasl-world experience can result in ____ . |
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| Which group of viewers is underrepresented in Nielsen's regular television viewer collection process? |
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