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ERIC Number: ED019860
Record Type: RIE
Publication Date: 1967
Pages: 1
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
THE IMPACT OF TELEVISION, METHODS AND FINDINGS IN PROGRAM RESEARCH.
BELSON, W.A.
SURVEY AND TESTING TECHNIQUES USED BY THE BRITISH BROADCASTING CORPORATION IN THE YEARS 1952-63 TO ANSWER QUESTIONS OF INTEREST TO TELEVISION PLANNERS INDICATE METHODOLOGY FOR FUTURE PLANNING RESEARCH. TO ANSWER THE BASIC QUESTION--WHAT PEOPLE ARE AVAILABLE FOR WATCHING AND LISTENING--BBC USED THE METHOD OF HAVING 2981 MEMBERS OF A NATIONAL SAMPLE (UNITED KINGDOM) COMPLETE DIARIES. THE QUESTION OF HOW COMPREHENSIBLE ARE PROPOSED PROGRAM MATERIALS WAS ANSWERED BY THE PROCEDURE OF BRINGING 1072 SUBJECTS TO A TEST CENTER, SHOWING THEM A SAMPLE PROGRAM, AND TESTING COMPREHENSION WITH SPECIFIC WRITTEN QUESTIONS. WHAT LEARNING AND ATTITUDE CHANGE RESULT FROM VIEWING WAS DETERMINED IN ONE STUDY BY MATCHING, WITH THE "STABLE CORRELATE TECHNIQUE," 220 VIEWERS AND NONVIEWERS OF A PARTICULAR PROGRAM AND GIVING THEM WRITTEN TESTS. QUESTIONS BEARING UPON THE SOCIAL IMPACT OF VIEWING WERE ANSWERED BY SUCH TECHNIQUES AS INTERVIEWING 440 REGULAR VIEWERS AND 342 NONVIEWERES WHO WERE ALSO MATCHED WITH THE "STABLE CORRELATE TECHNIQUE." REFERENCES AND A BIBLIOGRAPHY ARE GIVEN. THIS DOCUMENT IS AVAILABLE FROM ARCHON BOOKS, THE SHOE STRING PRESS, INC., 60 CONNELLY PARKWAY, HAMDEN, CONN. 06514. (JT)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Identifiers: British Broadcasting Corporation; CENTRAL RESEARCH FUND; England (London)