ERIC Number: ED196401
Record Type: RIE
Publication Date: 1980
Reference Count: 0
Proceedings of the Technical Conference on Qualitative Television Ratings (1980). Final Report.
Myrick, Howard A.; Keegan, Carol
The purpose of this conference was to assess the technical feasibility of obtaining qualitative ratings to measure the effectiveness of public television. The state-of-the-art in qualitative ratings is discussed in terms of a review of the Corporation for Public Broadcasting's past and current qualitative research efforts, international approaches to qualitative television ratings, new technologies and data collection alternatives, and methodological alternatives and considerations. Participants' recommendations for the design of a qualitative research system cover four principal areas: (1) its position in the total Office of Communication Research (OCR) program; (2) the nature of the data to be collected; (3) data collection and analysis; and (4) applications of research findings. The appendices include an overview of the international state-of-the-art in qualitative television ratings, a review study of several attitudinal models for the viewer evaluation of television programs, and a methodological assessment of existing evaluative ratings systems. (CHC)
Publication Type: Collected Works - Proceedings; Reports - Research
Education Level: N/A
Authoring Institution: Corporation for Public Broadcasting, Washington, DC. Office of Communication Research.
Note: Appendix D removed prior to filming.