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Multiple Choice Quiz
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1
The first national radio survey was conducted in:
A)1917
B)1927
C)1937
D)1947
2
The first mechanical device used by Nielsen to measure set use was the:
A)audimeter
B)Peoplemeter
C)ScanAmerica
D)PEN Index
3
Nielsen refined its recording technology to determine not only sets in use but also:
A)sets not in use
B)who was watching
C)audience flow
D)audience impact
4
AccuRatings are a service offered by:
A)Birch Radio
B)Arbitron
C)Nielsen
D)Strategic Radio Research
5
One of the least reliable survey techniques is:
A)the recall phone interview
B)the diary
C)the audimeter
D)the Peoplemeter
6
For television, the basic unit of measurement is the:
A)individual
B)head of household
C)household
D)area of dominant influence
7
Cable viewing and VCR use patterns are reported in the:
A)Journal of Broadcast Measurement
B)Cable guide
C)Homevideo Index
D)Nielsen Station Index
8
Call-out and auditorium testing are usually employed by stations in:
A)small markets
B)small to medium markets
C)medium markets
D)medium to large markets
9
People are generally recruited to participate in auditorium testing by:
A)station personnel
B)management consultants
C)a field service
D)personnel consultants
10
In preproduction testing, audiences often see a:
A)story treatment
B)pilot
C)rough cut
D)preview





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