Journal of Applied Psychology

Lazarsfeld, P. F.

doi: 10.1037/h0058233pmid: N/A

An introduction by the guest editor of an issue of the J. appl. Psychol. devoted wholly to radio research. The general problems in radio research and the contributions to be made by the psychologist are discussed.

Ollry, F.; Smith, E.

doi: 10.1037/h0059130pmid: N/A

Young people were found to be more radio-minded than old, and women more so than men. A strong positive association was found between radio-mindedness and actual listening. The more radio-minded people are, the less likely they are to be interested in cultural programs.

Wiebe, G. D.

doi: 10.1037/h0063364pmid: N/A

When the popularity of songs was evaluated on a 10-step rating scale the rank order was found to be the same as that yielded by a 4- or a 2-step scale.

Sayre, J.

doi: 10.1037/h0055029pmid: N/A

The attitudes of 302 respondents toward radio advertising were measured by their responses on an attitude test, their willingness to pay a license fee, and their estimate of time taken up by advertising in the average 15-minute program. It was found that those individuals who displayed a given attitude on one measure tended to display a similar attitude on the others.

Lazarsfeld, P. F.

doi: 10.1037/h0056732pmid: N/A

It was found that regardless of which index of economic status was used to classify respondents in several questionnaire surveys, the relationship between economic status and other variables being studied was about the same.

Longstaff, H. P.

doi: 10.1037/h0059992pmid: N/A

An example of how a jury of paid listeners may be used to evaluate the entertainment value of a radio program and the major results of one such study are presented.

Coutant, F. R.

doi: 10.1037/h0058366pmid: N/A

A radio program may be evaluated by having audiences rate specific aspects of it. The list of features to be rated should be determined by pretest in order not to overlook important ones.

Smith, E.

doi: 10.1037/h0057254pmid: N/A

It is difficult to evaluate specific features of a radio program by means of audience ratings, since listeners' general impressions of a program will affect their answers to questions concerning specific features.

Osgood, C. E.; Allen, C. N.; Odbert, H. S.

doi: 10.1037/h0055286pmid: N/A

By means of immediate recall of trade names, an evaluation was made of the effectiveness of ten different sales appeals, which were presented auditorially.

Roos, F. J.; Heil, L. M.

doi: 10.1037/h0058415pmid: N/A

The results of a questionnaire survey of the audience of a broadcasted course in art appreciation indicated that any appreciation of art that was developed was superficial. Although the listeners reported that they enjoyed the programs and intended to do something as a result of the instruction in art that they had received, they actually did very little.