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Program Type Preference and Program Choice in Multi-Channel Situation.

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Title: Program Type Preference and Program Choice in Multi-Channel Situation.
Language: English
Authors: Youn, Sug-Min
Peer Reviewed: N
Page Count: 39
Publication Date: 1993
Document Type: Speeches/Meeting Papers
Reports - Research
Descriptors: Cable Television, Group Behavior, Higher Education, Mass Media Use, Programing (Broadcast), Regression (Statistics), Television Research, Television Viewing, Undergraduate Students
Abstract: A study investigated the relationship between television program type preference and program choice in a multichannel situation. Program type categories were constructed which tapped in the program type distinction mentally represented in viewers' minds and a more elaborate measure of program choice options was developed. A total of 442 undergraduate students in telecommunication and journalism at a large midwestern university completed a questionnaire. Programming awareness, group viewing compromise, and strength of preference were included as three major moderating variables. A multiple regression test result supported the major prediction: that viewers tend to achieve more preference gratification in multichannel situations, even though the effects of three moderating variables turned out to be insignificant. Further research should replicate the study with a more generalized population (university students are not representative of the population at large). (Thirteen tables of data are included. Contains 32 references.) (Author/RS)
Entry Date: 1993
Accession Number: ED358495
Database: ERIC
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  Data: Program Type Preference and Program Choice in Multi-Channel Situation.
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  Data: <searchLink fieldCode="AR" term="%22Youn%2C+Sug-Min%22">Youn, Sug-Min</searchLink>
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  Data: 39
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  Data: Speeches/Meeting Papers<br />Reports - Research
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  Data: <searchLink fieldCode="DE" term="%22Cable+Television%22">Cable Television</searchLink><br /><searchLink fieldCode="DE" term="%22Group+Behavior%22">Group Behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Higher+Education%22">Higher Education</searchLink><br /><searchLink fieldCode="DE" term="%22Mass+Media+Use%22">Mass Media Use</searchLink><br /><searchLink fieldCode="DE" term="%22Programing+%28Broadcast%29%22">Programing (Broadcast)</searchLink><br /><searchLink fieldCode="DE" term="%22Regression+%28Statistics%29%22">Regression (Statistics)</searchLink><br /><searchLink fieldCode="DE" term="%22Television+Research%22">Television Research</searchLink><br /><searchLink fieldCode="DE" term="%22Television+Viewing%22">Television Viewing</searchLink><br /><searchLink fieldCode="DE" term="%22Undergraduate+Students%22">Undergraduate Students</searchLink>
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  Data: A study investigated the relationship between television program type preference and program choice in a multichannel situation. Program type categories were constructed which tapped in the program type distinction mentally represented in viewers' minds and a more elaborate measure of program choice options was developed. A total of 442 undergraduate students in telecommunication and journalism at a large midwestern university completed a questionnaire. Programming awareness, group viewing compromise, and strength of preference were included as three major moderating variables. A multiple regression test result supported the major prediction: that viewers tend to achieve more preference gratification in multichannel situations, even though the effects of three moderating variables turned out to be insignificant. Further research should replicate the study with a more generalized population (university students are not representative of the population at large). (Thirteen tables of data are included. Contains 32 references.) (Author/RS)
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    Languages:
      – Text: English
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      Pagination:
        PageCount: 39
    Subjects:
      – SubjectFull: Cable Television
        Type: general
      – SubjectFull: Group Behavior
        Type: general
      – SubjectFull: Higher Education
        Type: general
      – SubjectFull: Mass Media Use
        Type: general
      – SubjectFull: Programing (Broadcast)
        Type: general
      – SubjectFull: Regression (Statistics)
        Type: general
      – SubjectFull: Television Research
        Type: general
      – SubjectFull: Television Viewing
        Type: general
      – SubjectFull: Undergraduate Students
        Type: general
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      – TitleFull: Program Type Preference and Program Choice in Multi-Channel Situation.
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              M: 04
              Type: published
              Y: 1993
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