Research in the Print Media
Chapter 13

Types of Print Media Research
Readership Research
Readership Profiles
Item-Selection Studies
Aided recall
Tracking studies
Reader-Nonreader Studies
Uses and Gratifications Studies
Editor-Reader Comparisons
Magazine Readership Research

More Types of Print Media Research
Newspaper Management Research
Typography and Makeup Research
Readability Research
Fog Index
SMOG Grading
And Flesch

History of Small-Sample Statistics
William Gossett’s “The probably error of the mean” (1908) and student’s t-test
Sir Ronald Fisher “likelihood” (probability at the .05 level) and ANOVA’s F-score
In 1933 Fisher became the Galton Professor of eugenics at University College

Galton defined his new word this way: "Eugenics is the study of agencies under social control that may improve or impair the racial qualities of future generations, whether physically or mentally."
In 1905, he wrote about the three stages of eugenics at first an academic matter, then a practical policy, and finally "it must be introduced into the national consciousness as a new religion."

Parametric and Nonparametric Statistics
Can the sample’s statistics be generalized to the population’s parameters?
Only if interval-level data are used…
because they assume the normal distribution.