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ERIC Number: ED003645
Record Type: RIE
Publication Date: 1962-Jun-20
Pages: 90
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
THE IMPACT OF NEWSPAPER NOTICE ON EDUCATIONAL TELEVISION BEHAVIOR. EDUCATIONAL TELEVISION PROJECT, PRELIMINARY REPORT 6.
MERTZ, ROBERT J.
RESEARCH WAS DIRECTED TOWARD DETERMINING THE EFFECT OF REPEATED EXPOSURE TO NEWSPAPER PUBLICITY CONCERNING EDUCATIONAL TELEVISION ON (1) ATTITUDES TOWARD EDUCATIONAL TELEVISION AND (2) VIEWING BEHAVIOR RELATIVE TO EDUCATIONAL TELEVISION. THE SAMPLE CONSISTED OF 329 PERSONS TAKEN FROM A LARGER SAMPLE USED IN THE STUDY OF RESISTANCES TO EDUCATIONAL TELEVISION. APPROXIMATELY 70 QUESTIONS WERE ADMINISTERED THROUGH PERSONAL INTERVIEWS. FOUR GENERAL AREAS WERE INVESTIGATED--(1) DEMOGRAPHIC CHARACTERISTICS OF VIEWERS, (2) VALUE PATTERNS, (3) BEHAVIOR PATTERNS, AND (4) DECISION-MAKING PATTERNS ABOUT TELEVISION VIEWING. FOR THE FIRST SET OF INTERVIEWS (FEBRUARY-MARCH 1960) THE LIST OF NAMES COMPRISING THE SAMPLE WAS GIVEN TO A SURVEY RESEARCH ORGANIZATION. FOLLOWUP PROCEDURES WERE CARRIED OUT AGAIN BY PROFESSIONAL INTERVIEWERS. THE SECOND SET OF INTERVIEWS WAS CONDUCTED DURING THE LATTER PART OF APRIL 1961, USING GRADUATE STUDENTS AS INTERVIEWERS. THE BASIC PROBLEM IN ANALYSIS WAS TO ISOLATE THE EFFECT OF FOUR VARIABLES ON ATTITUDES TOWARD EDUCATIONAL TELEVISION--(1) THE SUBJECTS' LEVEL OF EXPOSURE TO NEWSPAPER INFORMATION, (2) EFFECTS OF A DIRECT MAIL CAMPAIGN, (3) EFFECTS OF THE FIRST INTERVIEW, AND (4) THE PERIOD OF TIME BETWEEN THE FIRST AND SECOND INTERVIEWS. RELATED REPORTS ARE ED 003 242, ED 003 243, AND ED 003 641 THROUGH ED 003 645. (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)