ERIC Number: ED232178
Record Type: RIE
Publication Date: 1983-Aug
Reference Count: 0
The Measurement of Cable Television Program Service Preferences.
Masland, Jonathan L.; And Others
Prompted by the belief that the noncomparative responses used in earlier studies did not provide accurate and objective measures of cable television subscriber preferences, a study was conducted to investigate subscriber preferences for new program services using a paired-comparison technique. Approximately 400 subscribers in a midwestern city were mailed brief descriptions of seven program services in the areas of sports, news, music, children's programing, cultural programing, classical films, and adult films. Following the descriptions were 21 pairs of services formed from the seven mentioned. Respondents were asked to select one service from each pair based on the descriptions and on any prior information they might have about the type of service. The results showed that preferences varied widely across demographic variables. The study suggests that the paired-comparison technique might be particulary helpful when used in conjunction with other preference measurement methods. (A copy of the questionnaire format is included.) (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983).