Contained in this report are the results of a telephone survey conducted among 961 households in the television market for Bowling Green, Ohio. The purpose of the survey was to determine the characteristics of the viewing audience for WBGU. WBGU--owned by Bowling Green State University--became the public television station for a 19-county area in…

This paper applied findings from studies using the kind of viewing measures used by social scientists, to the relationship between programing and viewership when viewership is measured by means used by producers. Total aggregate viewership and the relationship of viewers' ages to viewership was concentrated on. Effects of competing programs on…

The objective of this study was to explore the semantic structure used by subjects in assessing (evaluating) a series of eight television commercials previously (but unofficially) rated for deceptiveness by FTC attorneys. Five local respondent groups were used: 158 undergraduate students enrolled in an introductory advertising course, 175…

This study was designed to test the effects of speech analysis (television commentary) on audience responses to televised political speeches. Six hypotheses on the so-called instant analysis phenomenon were tested. Subjects for the study were 115 adults drawn from the Fort Collins, Colorado, community. While it was concluded that instant analysis…

To identify the listening habits and preferences of the audience of a radio-braodcasting station, DXCD, in a rural area of the Philippines, a questionnaire-based survey was conducted. A total sample of 960 respondents was interviewed. The methodology of the survey is presented, and the demographics of the area described. Results are tabulated in…

A pilot project was undertaken to explore ways to profile public radio audiences inexpensively and simply. The major effort was through use of the station's monthly programing guide mailing list. Persons found in this list were interviewed and their listening habits compared with a general survey (baseline) group. The survey showed that public…

The purpose of this study was to provide the New York State Museum (NYSM) with a profile of its audience during 1966. A total of 1,544 persons were interviewed. Visitors came from seven counties, with Albany accounting for 58%. A comparison was made with Royal Ontario Museum on the basis of group size, sex, age, educational level, occupation, and…

Based on a theoretical rationale derived from dissonance theory, this study investigated the effects of 80%/20% ratios of positive/negative and negative/positive audience feedback on perceptual, attitudinal, and behavioral responses of normal speaking college students. Twenty-six skilled speakers and 30 unskilled speakers were randomly assigned to…

The flow of knowledge from researchers to users is aided by knowledge linkers who activate the interpersonal network of communication within the target audience. The linker enters this network by contacting (through periodicals, mass media, conventions, and directly) individuals in the audience who are more active than others (gatekeepers). Once…

To verify the existence of a communication gap between the contemporary music composer and his general listening audience and to assess the scope and causes of the gap, interviews were conducted with a cross-section of composers, performers, conductors, educators, and listeners throughout the nation. During the 9-month study, (September 1968-June…

This study sought to determine what influence the following variables had upon the television viewing by an older audience: age, sex, marital status, work status, mobility, health, income, living arrangements, individual interpersonal relationships, family and friends, and the language spoken. Subjects included 300 urban residents and 174 suburban…

This paper reports on a combination questionnaire-attitude test designed to be used by speech instructors for the purpose of audience analysis. The test is divided into two parts and is scored by a computer. Part one requires the student to check items pertaining to class level, occupational goal, marital status, military service, high school…

A conference was held to review the current state of audience measurement methods and technology. The four sessions ranged from the morality of broadcasters, to the adequacy of education, to the practicality of knowledge in related fields of psychology, to the state of the art in communication and measurement technology. Many hours of discussion…

A study of communication efforts by the Indiana State Police to improve the organization's "image" with the public included a history of the force based on documents and interviews with retired and active members. The study also examined information officers' perceptions of the image of the Indiana State Police, as well as the different…

KQED is the community-supported, non-commercial public television station for the San Francisco Bay Area and Northern California. A telephone survey was conducted to determine the size, composition, and general viewing patterns of the station's audience and to ascertain what programs were or were not popular. A total of 11,538 telephone interviews…