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An introduction by the guest editor of an issue of the devoted wholly to radio research. The general problems in radio research and the contributions to be made by the psychologist are discussed.
It was found that adults listened to special broadcasts of dramas more because they were notified in advance that the plays were to be presented than because they happened to be familiar with them. With adolescents, however, listening to a play was more common if the children had heard it before...
People in the lower economic and educational levels tend to listen more to small (local) than large (network) radio stations during the day.
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.
By means of immediate recall of trade names, an evaluation was made of the effectiveness of ten different sales appeals, which were presented auditorially.
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.
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.
The rank order of preference for radio programs was found to be about the same regardless of whether the subjects listed their first three or first five favorites. However, when only the first program mentioned was taken, the rank order was somewhat different. The correlation between orders thus...
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.
Reviews the book, by Pryns Hopkins . Dr. Hopkins has given a far more satisfactory interpretation from the psychological point of view of the major social activities of man than most so-called treatises on social psychology have offered. The treatment is organized around six "needs" of mankind...
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