The forced choice as a measure of television station image

That intangible attribute of a broadcast station commonly called its “image” isn't quite as hard to measure as that other intangible asset, “good will.” Nevertheless, measurement isn't simple, and the standards for measurement are not yet agreed upon. In the following article, a new technique of indexing a station's image without special training and supervision of the respondents is illustrated. Malachi C. Topping, author of “The Cultural Orientation of Certain ‘Western’ Characters on Television” in the Fall, 1965 issue of the Journal, earned his Ph.D. at Ohio State University and is Assistant Professor of Radio and Television at Oklahoma State University.