| Abstract: | Summary The WKAR-TV Program Analyzer,an electric rating summaration device,was used to test a inescope of a composite television program
for farm men and homemakers entitledTown and Country. Additional phases of the experiment involved interviews with each group tested on the Analyzer and completion of a questionaire
by each subject. The subjects consisted of 20 farm men, 20 rural homemakers and 20 urban homemakers. The WKAR-TV Program Analyzer
tests included 10 subjects in each group.
Testing the hypothesis that “like-dislike” ratings of a TV kinescope shown as a film correlate negatively with “I am learning”
ratings, the author showed that the “liking” scale measured different attributes of the program than did the “learning” scale.
Irving R. Merrill is Director of Research at TV Station WKAR-TV, Michigan State University. |
