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Select one of three perspectives – advertising, journalism or public relations – to examine the data in the breakdown tables on this and the next page, as well as the original frequency distributions on the following pages.

MCOM 104 Final Exam
Due by Dec. 8 at 7:30 p.m.
Select one of three perspectives – advertising, journalism or public relations – to
examine the data in the breakdown tables on this and the next page, as well as the
original frequency distributions on the following pages. How could you use the
information in the tables to sell, an idea, an image, or a product. Cite at least five
scholarly or professional sources that fit with the tables. It can be mass or nicheoiented.
Primary Source of News
Newspapers TV Radio Computer Mobile Other Prob.
Arts & Entertainment
Under $10,000 4% 21% 2% 55% 13% 5% .001
More than $10,000 13 15 11 45 12 4
Campus Area News
Under $10,000 25 7 4 46 10 8 .006
More than $10,000 41 11 4 25 13 6
International News
Under $10,000 3 26 5 47 13 6 ,015
More than $10,000 11 28 3 46 11 1
National News
Under $10,000 3 28 4 45 15 5 .025
More than $10,000 10 26 3 50 10 1
State News
Under $10,000 7 20 4 48 17 4 .05
More than $10,000 16 24 5 43 9 3
_______________________________________________________________________
Average Number of Days Read Newspapers in a Week
Spartan . San Francisco Wall Street New York Prob.
Daily Mercury Chronicle Journal Times
Freshmen 1.8 .5 .6
Sophomores 2.0 .8 .7
Juniors 1.5 .5 .7
Seniors 1.5 .8 1.1
Grad Students 2.6 1.7 1.7
Prob. .003 .003 .023
Female 1.5 1.1 .8 .
Male 1.9 1.8 1.2
Prob. .01 .001 .013

364  University students responded to a survey on campus media by the MCOM 104
Introduction to Mass Communication Research class in October, 2012. The following is the percentage
breakdown of their answers to the questions asked.
1. How many days do you usually read a printed issue of the Daily during an average week?
0 — 21% 2 — 27 4 — 8
1 — 27 3 — 15 5 — 2 Average = 1.7 days
2. Which of the following best describes how you usually obtain your Daily issue?
1. 43% Out of a Daily newspaper rack 5. 6 Read on my mobile device
2. 12 From a bundle in an SJSU building 6. 4 Read on Facebook
3. 16 Pick up someone else’s left over copy 7. 3 Read on Twitter
4. 11 Read on my computer 8. 5 Other
3. What time of the day do you usually pick up a printed issue of The Daily or view it electronically?
1. 6% Between 6:00 am and 8:00 am 5. 13 Between 2:00 and 4:00 pm
2. 17 Between 8:00 am and 10 am 6. 7 Between 4:00 and 6:00 pm
3. 25 Between 10:00 am and noon 7. 5 Between 6:00 and 8:00 pm
4. 21 Between noon and 2:00 pm 8. 6 After 8:00 pm
4. If you had to pick only one day that you most often read The Spartan Daily, which day would that be?
1. 34% Monday 3. 28 Wednesday 4. 11 Thursday
2. 20 Tuesday 5. 7 Friday
What letter grade, A, B, C, D, or F, would you give The Spartan Daily in each of the following?
A B C D F Average
5. campus news ————————- 38% 42% 16% 1% 2% 3.11
6. sports news ————————— 29 39 26 4 2 2.87
7. letters to the editor——————- 19 34 33 9 5 2.54
8. . news ———————— 21 42 29 5 3 2.72
9. science news ————————– 13 28 38 15 6 2.26
10. overall design/appearance ———- 26 40 25 6 3 2.79
11. opinion columns ———————- 23 34 33 6 4 2.66
12. Arts and Entertainment news——- 20 39 33 5 3 2.68
13. United States news ——————- 16 34 37 8 5 2.47
14. Crime news—————————– 15 39 31 9 6 2.47
15. International news——————– 14 33 33 10 10 2.31
16. print quality—————————- 27 44 22 4 3 2.87
How many days of the week do you read each of the following newspapers?
0 1 2 3 4 5 6 7 Average
17. . Mercury News 41% 22% 17% 12% 4% 2% 1% 1% 1.33
18. San Francisco Chronicle 67 14 11 5 1 1 0 1 0.67
19. The Wall Street Journal 62 14 11 6 3 3 0 1 0.85
20. The New York Times 63 16 10 6 2 1 1 1 0.78
21. USA Today 66 14 8 7 3 1 0 0 0.71
22. Have you ever interacted with personnel from The Spartan Daily newsroom?
1. 16% Yes
2. 84 No
23. IF SO, what letter grade would you give The Spartan Daily based on that interaction?
A 21% C 26 D 5 Average = 2.05
B 21 F 27
How would you rate The Spartan Daily on a 1-to-5 scale with 1 being the least or worst, 3 being average
and 5 being the best or most.
1 2 3 4 5 Average
24. Unfair 4% 7% 52% 25% 12% Fair 3.35
25. Dull 3 12 47 27 11 Interesting 3.31
26. Useless 3 9 45 29 14 Useful 3.43
27. Unimportant 4 10 48 26 12 Important 3.33
28. Inaccurate 3 8 43 29 17 Accurate 3.49
29. No quality 4 9 47 26 14 High Quality 3.37
On a scale of 1 (no attention) to 10 (very close attention), how much attention to you give to each of the
following in The Spartan Daily?
1 2 3 4 5 6 7 8 9 10 Average
30. Sodoku puzzle 38% 7% 8% 7% 9% 7% 8% 5% 2% 9% 3.92
31. sports news 16 8 6 12 13 8 12 10 6 9 5.13
32. arts/entertainment news 13 5 6 10 15 12 16 11 5 7 5.48
33. California news 11 4 4 7 15 15 18 13 5 8 5.76
34. campus/area news 9 3 4 4 14 9 15 14 10 18 6.59
35. science 21 5 6 11 16 11 10 10 4 6 4.85
36. international 19 5 6 9 17 15 12 7 4 6 4.95
37. national 17 4 6 7 17 14 15 10 4 6 5.21
38. boxed ads 26 9 13 10 14 11 6 5 3 3 4.01
39. opinion columns 20 5 7 11 20 11 11 7 3 5 4.73
40. letters to the editor 25 6 12 13 15 9 9 6 1 4 4.18
41. daily horoscope 30 6 10 8 13 8 6 7 4 8 4.32
42. crossword puzzle 35 7 8 8 10 6 9 7 3 7 4.07
How often do you read The Spartan Daily for the following reasons?
Never Rarely Sometimes Frequently Always
43. To choose products or services to purchase 57% 24% 14% 3% 2%
44. To choose recreation/entertainment 30 26 30 11 3
45. To keep aware of what is happening at SJSU 15 14 26 28 17
46. To learn more about myself 55 22 14 6 3
47. To have something to do or kill time 18 18 33 21 10
48. To l earn others’ opinions and views 34 26 26 8 6
0 1 2 3 4 5 6+
How many times a week do you . . .
49. visit The Spartan Daily web site<spartandaily.com>? 78% 11% 5% 2% 2% 1% 1%
50. watch a video on The Spartan daily web site? 86 7 3 1 2 1 0
51. do you follow The Spartan Daily on Twitter? 83 6 3 2 2 2 2
52. do you see The Spartan Daily on Facebook? 79 8 4 2 2 2 3
53. How many times have you responded to a classified ad in The Spartan Daily?
0 = 89% 4 = 2
1 = 5 5 = 1
2 = 3
For each of the following, what is your primary source of news and information?
Newspaper TV Radio Internet Internet Other
(by computer) (by mobile)
54. Arts and Entertainment news 7% 19% 5% 53% 12% 4%
55. Campus/campus related news 31 8 4 38 13 6
56. international news 6 26 3 50 13 2
57. national news 6 27 3 48 14 2
58. sports news 6 24 5 44 17 4
59. state news 10 22 4 46 15 3
60. SJSU news 35 6 4 37 12 6
On average, how many minute do you spend per day doing each of the following?
61. listening to radio 31.8 0 = 34%
62. portable music player, like an Ipod or MP3 54.7 0 = 0
63. Use Facebook 62.6 0 = 10
64. Use Twitter 28.9 0 = 48
65. Watch TV 80.6 0 = 18
66. Text on a mobile phone 95.8 0 = 4
67. Read a newspaper 22.8 0 = 24
68. Use the Internet (other than social networking sites) 113.3 0 = 3
69. Talk on a mobile phone 42.0 0 = 8

The following questions concern Update News, the student run web TV newscast.
70. In an average month, how many times do you listen to Update News?
0 = 59% 3 = 10
1 = 14 4 = 4
2 = 13
How interested are you in these items on Update News?
Not at all A little bit Quite a bit It is my favorite
71. national/international news 43% 35% 19% 3%
72. California news 36 32 26 6
73. campus news 37 23 26 14
74 sports news 45 25 18 12
75. arts/entertainment/ music 42 23 19 16
On average, how much do you spend per month on each of the following?
None $1-$9 $10-$24 $25-$49 $50-$99 $100-$199 More
76. Clothes 8% 6% 22% 21% 29% 11% 3%
77. Shoes and accessories 14 9 20 24 22 9 2
78. Fast food 6 11 23 28 23 7 2
79. Full service restaurants 11 10 20 27 23 8 1
80. Bars and nightclubs 30 8 17 20 15 7 3
81. Music downloads/CDs 46 17 11 13 11 2 0
82. Hair care 22 23 24 17 12 2 0
83. Movie downloads and DVDs 48 13 15 11 10 3 0
84. Going to a movie theater 23 18 31 13 11 3 1
How often do you shop for the following products or services? ·
Never Rarely Sometimes Frequently Always
85. Beer 54% 25% 15% 6% 0%,
86. Wine/Liquor 54 24 15 7 0
87. Casual Dress 35 40 21 4 0
88. Formal Dress 58 29 11 2 0
89. Shoes 39 40 15 5 1
90. Jewelry/accessories 63 25 8 3 1
91. Furniture 86 9 3 2 0
92. Electronics 59 29 9 2 1
93. School or office supplies 49 34 14 3 0
94. Recreational items 57 29 11 3 0
5
95. Where do you usually buy your textbooks? (IF MORE THAN ONE, PICK THE ONE MOST OFTEN)
1. Spartan Shops 25% 5. Download parts of books 3
2. Roberts 13 6. Second, from students 5
3. Other local bookstore 2 7. I don’t buy textbooks 3
4. Amazon/other 49
Do you plan to purchase any of the following in the next 12 months?
Yes No
96. Motor Vehicle products and services 52% 48%
97. Computer repair 43 57
98. Gym/workout facilities 74 44
99. Medical care 58 42
100. Mobile phone 71 29
101. Notebook or laptop computer 63 37
102. Digital camera 44 56
103. Motor vehicle 41 59
104 Where do you currently reside?
1. University housing 22%
2. rent off-campus 32
3. Own off-campus home 5
4. Commute from parents’ home 33
5. Fraternity or Sorority housing 8
105. Are you currently employed?
Yes 59%
No 41
106. What is your marital status?
1. Single 87%
2. Single, co-habiting 8
3. married 3
4. separated 1
5. divorced 1
6. widowed 0
107. How old were you on your last birthday? 21.9 years
108. What is your class standing?
1. Freshman 9%
2. Sophomore 14
3. Junior 35
4. Senior 33
5. Graduate Student 6
6. Staff 1
7. Other 2
109. What was your total income from all sources and before taxes in 2011?
1. under $10,000 65%
2. $10,000 to $19,999 17
3. $20,000 to $29,999 11
4. $30,000 to $39,999 3
5. $40,000 to $49,999 2
6. $50,000 to $99,999 1
7. More than $100,000 1
110. How do you consider yourself on economic issues liberal-conservative scale?
Very conservative 6%
Conservative 10
Moderate 47
Liberal
29
Very
Liberal
8
111. How do you consider yourself on a social issues liberal-conservative scale?
Very conservative 4%
Conservative 9
Moderate 44
Liberal 33
Very Liberal 10
112. What is your gender?
Female 53%
Male 47
113. What is your ethnicity?
Asian 34%
Black 10
Middle Eastern 3
Native American 3
Pacific Islander 3
Hispanic 16
White 31

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