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ERIC Number: ED003243
Record Type: RIE
Publication Date: 1961-Nov-1
Pages: 60
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
PROBLEMS IN THE MEASUREMENT OF EDUCATIONAL TELEVISION CONSUMPTION, PRELIMINARY REPORT NUMBER 4--EDUCATIONAL TELEVISION PROJECT.
MEISSNER, MARTIN
THE SPECIFIC PROBLEM OF THIS REPORT WAS TO EXPLORE THE INSTANCE OF MEASUREMENT ERROR ASSOCIATED WITH COMMONLY USED MEASURES OF EDUCATIONAL TELEVISION (ETV) CONSUMPTION BY VIEWERS. THE AMOUNT OF RESPONDENT MISREPRESENTATION THAT MAY BE INVOLVED IN THE USE OF A PARTICULAR MEASUREMENT TECHNIQUE AND THE REASONS WHY IT OCCURS WERE STUDIED. IN ORDER TO MAINTAIN CONTINUITY WITH PREVIOUS STUDIES, A SUBJECTIVE-ESTIMATE MEASURE OF ETV VIEWING WAS USED. AN AIDED-RECALL TECHNIQUE WAS DESIGNED TO ELICIT PRECISE DETAILS ABOUT RECENT VIEWING BEHAVIOR. A THIRD MEASURE WAS INCLUDED IN A BATTERY OF SEMANTIC DIFFERENTIAL ITEMS. AS A CHECK ON THE ACCURACY AND PRECISION OF THESE THREE INDEXES, THE RESULTS WERE COMPARED WITH THOSE OBTAINED BY AN INDEPENDENT COMMERCIAL RATING FIRM. THIS REPORT DESCRIBED A VARIETY OF INTERNAL COMPARISONS AMONG THE FOUR INDEXES. THE DATA COLLECTED DID NOT SUPPORT THE HYPOTHESIS THAT ONE'S SOCIAL RANK IS ASSOCIATED WITH VIEWING ETV. A SECOND LOOK AT THE RELIABILITY OF MEASUREMENT WAS RECOMMENDED. (JC)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: Oregon Univ., Eugene. Inst. for Community Studies.
Identifiers: OREGON; Oregon (Eugene)