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1、媒介评估与分析（概念理解）Audience flow: 受众流动受众从某一节目或时段转向另一个节目或时段的程度.The extent to which audiences persist from one program or time period to the next. See audience duplication, inheritance effects.Audience duplication: 受众重叠一种累计受众测量. 显示了一个节目或媒介的受众成为另一个节目或媒介受众的程度.A cumulative measure of the audience that describe
2、s the extent to which audience members for one program or station are also in the audience of another program or station.Audience fragmentation: 受众细分是一种媒介的受众分散在该媒介的众多节目中的现象.如: 有线电视进一步细分了电视观众, 使个频道的观众份额减少.A phenomenon in which the audience for a medium is distributed across a large number of program
3、services. Cable is said to fragment the television audience, resulting in a decreased average audience share for each channel.Audience polarization: 受众两极分化是一种与受众细分有关的现象.某媒介或频道的受众比起一般受众更多地收看/收听该媒介或频道.A phenomenon associated with audience fragmentation, in which the audiences for channels or stations
4、use them more intensively than an average audience member.Audience turnover: 受众周转是一种受众行为.通常表示为某媒介累计受众与平均15分钟受众的比例.A phenomenon of audience behavior usually expressed as the ratio of a stations cumulative audience to its average quarter hour audience.Available audience: 可得受众在任一时间点确实有可能使用某媒介的总体人数.在实际工
5、作中被定义为确实使用了某媒介的受众.The number of people who are, realistically, in a position to use a medium at any point in time. It is often operationally deaned as those actually using the medium (i.e., PUT or PUR levels).Average audience rating: 平均受众视听率在特定时期内,某媒介或节目平均时间点的视听率.例如: 测量仪数据报告的是在一个电视节目中平均每分钟的观众量.The r
6、ating of a station or program at an average point in time within some specified period of time. Metered data, for example, allow reports of audience size in an average minute during a television program.AQH (Average Quarter Hour):平均15分钟间隔(AQH)用于报告特定时段内平均受众量的标准时间单位.(如:AQH 视听率, AQH 受众份额).The standard
7、unit of time for reporting average audience estimates(e.g.,AQH rating, AQH share)within specified dayparts.Away from home listening: 户外收听户外广播收听的预测.通常指车中收听或工作中收听.Estimate of radio listening that occurs outside the home. Such listening usually takes place in a car or workplace.Basic cable: 基本有线电视由有线电视
8、系统以最低收费提供的节目服务,包括:地区电视信号,广告商赞助的有线电视网,以及接通服务.The programming services provided by a cable system for the lowest of its monthly charges. These services typically include local television signals, advertiser-supported cable networks, and local access.Block programming: 节目组合是将类似节目编排在一起的做法.旨在提高受众流动.The p
9、ractice of scheduling similar programs in sequence to promote audience flow.Cable system: 有线电视系统一种影像传送系统.它根据协议, 使用同轴电缆和光纤电缆向家庭传输多频道电视节目.A video distribution system that uses coaxial cable and optical fiber to deliver multichannel service to households within a geographically defined franchise area.C
10、able penetration: 有线电视渗透在特定市场上家庭安装有线电视的程度.表示为安装有线电视的家庭所占的百分比.The extent to which households in a given market subscribe to cable service. Typically expressed as the percent of all TV households that subscribe to basic cable.Callback: 回访是指在调查中对样本初次访问失败后的再次访问.回访的次数是回复率和无回复误差的重要决定因素.The practice in att
11、empting to interview someone in a survey sample who was not contacted or interviewed on an earlier try. The number of call back attempts is an important determinant of response rates and nonresponse error.Census: 人口普查对人口中的每一个成员进行访问和测量的一项调查.A Study in which every member of a population is interviewed
12、 or measured.Channel loyalty: 频道忠诚度累计受众行为的一种表现.一个节目的受众不合比例地成为同一频道另一节目的受众.A common phenomenon of aggregate audience behavior in which the audience for one program tends to be disproportionately represented in the audience for other programs on the same channel.Circulation: 循环暴露于某媒介的全部非重叠受众.The total
13、number of unduplicated audience members exposed to a media vehicle (e.g. newspaper station) over some specified period.Cluster sample: 群抽样是一种将样本单元聚集在一起的随机抽样法.样本群在抽样的某一步骤被抽出.A type of probability sample in which aggregations of sampling units, called clusters, are sampled at some stage in the process
14、.Codes: 代码在调查中(如:日记)用于代表回复的数字或字母.为答案设置代码可以使计算机进行数据处理.The numbers or letters used to represent responses in a survey instrument like a diary. Coding the responses allows computers to manipulate the data.Coincidental: 巧合一种电话访问法. 访问员询问被访者正在收看/收听的节目.该方法以随机样本为基础, 其标准参照其它视听率调查法.A type of telephone survey
15、in which interviewers ask respondents what they are watching or listening to at the time of the call. Coincidentals, based on probability samples, often set the standard against which other ratings methods are judged.Confidence level: 置信度在随机抽样中,它代表了一组数值(如:置信间隔)成为真实人口数值的可能性.In probability sampling, a
16、 statement of the likelihood that a range of values (i.e. confidence interval) will include the true population valueConvenience sample: 方便抽样一种非随机抽样法,有时也叫偶然抽样.在有现成的方便的被调查人时使用.A nonprobability sample, sometimes called an accidental sample, used because respondents are readily available or convenient.Correlation: 相关性一种测量两个变量关系强度和方向的统计方法.其数值可为+1.0到-1.0不等, 0表示没有关系.A statistic that me
