a AN ANALYSIS OF THE CHARACTERISTlCS OF THE WOMEN’S AUDlENCE FOR EDUCATEONAL BROADCASTBNG lN OREGON AS A GURDE TO PROGRAMMING THESES r09. THE DEGREE OF M. A. M|CHiGAN STATE UNWERSITY SHzRLEY JEAN HOWARD 1964 LIBRARY Michigan State University ABSTRACT AN ANALYSIS OF THE CHARACTERISTICS OF THE WOMEN'SAUDIENCE FOR EDUCATIONAL BROADCASTING IN OREGON AS A GUIDE TO PROGRAMMING by Shirley Jean Howard More specific data seemed needed relative to the audience of Oregon' 5 Educational Broadcasting stations--specifically those who would listen to or view programs during the daytime hours and those programs in the area of family living broadcast at any time of day. The information which appeared to be needed was demographic and the likes and dislikes regarding time, length and content of both radio and television programs. Using the ongoing program schedule as a basis a questionnaire was developed and sent to individuals and to women's organizations asking that upon completion they be returned. Of the nearly 9, 000 sent out approximately 1, 800 were returned. These data were punched into IBM cards and processed through a computer to obtain frequencies which in turn were converted to per- centages, analyzed and interpreted in three parts--demographic, radio and television. Shirley Jean Howard The "typical" woman listener-viewer is affiliated with many organizations and is highly educated. The family income is $5, 500 to $8, 000. She is forty to forty—nine years old and has children six to twelve years. Her home is well equipped with labor saving appliances. The radio listener appears to enjoy a forty-five minute morning program with fifteen minute discussion periods and a variety of music. The content areas should include medical discussions, foreign student interviews, gardening and homemaking information. An afternoon program of thirty minutes is also recommended. Subject matter areas would include aging, gardening, current affairs, books, child guidance and development and life in other countries. The typical television viewer prefers programs in the evening, thirty minutes in length and two or three per week. TOpics indicated as most enjoyed are books, art, music, foreign guests, gardening, hobbies and homemaking skills. This information seems to corroborate other studies and appears to be valid. Therefore, it is offered as a guide to program- ming for women by Oregon Educational Broadcasting. AN ANALYSIS OF THE CHARACTERISTICS OF THE WOMEN'S AUDIENCE FOR EDUCATIONAL BROADCASTING IN OREGON AS A GUIDE TO PROGRAMMING By Shirley Jean Howard A THESIS Submitted to Michigan State University in partial fulfillment of the requirements for the degree of MASTER OF ARTS Department of Television and Radio 1964 Approved "L ///¢f //[ éi(~~-~.-m _ Major Profes sor I’lll‘V .4 _..I ,.— I" I ~ . x "T'- u' ‘("l‘( ‘ ACKNOWLEDGMENTS Special appreciation is due to the faculty of the Department of Television and Radio at Michigan State University for their high quality of instruction and interest. I wish to acknowledge especially the counsel of Mr. Leo Martin, Mr. Arthur Weld and Dr. Colby Lewis. The author also owes her thanks to Dr. Malcolm S. MacLean, Jr., Mr. Jack Prather and their staff of the Communications Research Center at Michigan State University for their substantial assistance in analyzing the data. Gratitude of a high degree I would express also to Dr. James M. Morris , .KOAC-AM-TV, for his continuing encouragement and cooperation. Without his generous support and direction this work could not have been accomplished. ii TABLE OF CONTENTS Page ACKNOWLEDGMENTS ..................................... ii TABLE OF CONTENTS. . . . . . . . . . . .. ....................... iii LIST OF TABLES ...................................... . . . v LIST OF GRAPHS ......................................... xii LIST OF APPENDICES .................................... xiv Chapter I. INTRODUCTION .................................... 1 History Purpose II. PROCEDURE ............... . ...................... 9 Source of Data Techniques Employed III. ANALYSIS OF DATA ................................ 14 Analysis of Demographic Information Analysis of Radio Information Analysis of Television Information IV. INTERPRETATION OF DATA ........................ 2.89 Interpretation of Demographic Information Interpretation of Radio Information Interpretation of Television Information iii TABLE OF CONTENTS CONTINUED Page V. RECOMMENDATIONS .............................. 336 Oregon Educational Radio Network Oregon Educational Television Network APPENDIX ............................................... 339 BIBLIOGRAPHY ........................................... 345 iv Table 10. ll. 12. 13. LIST OF TABLES Page Membership in Organizations Indicated by the Total Number of Respondents .................... .... 15 Membership in Organizations Indicated by the Radio Listeners and Non-listeners .............. . . . . . 19 Membership in Organizations Indicated by the Television Viewers and Non-viewers. . . ., . . . . . . . . . . . . . 23 Education Level Indicated by the Total Number of Respondents ...... . ..... . ........ . . . . . ........... 30 Education Level Indicated by the Radio Listeners and Non-listeners ....... . ....... . .............. . . . . 32 Education Level Indicated by the Television ViewersandNon-Viewersooooooooo-ooo ...... 00090.00 36 Educational Interests Indicated by the Total Number of Respondents. . . . . ........................ 41 Educational Interests Indicated by the Radio Listeners and Non~1isteners...........-.............. 45 Educational Interests Indicated by the Television Viewers and Non-viewers. . ........ . . ........ . . . . . . . 50 Occupations Indicated by the Total Number of Respondents. . . ............. . ..... . .............. 60 Occupations Indicated by the Radio Listeners and Non-liStenerS.........o......o................. 64 Occupations Indicated by the Television Viewers andNon-viewers.. ........ . 63 Occupations of Husbands Indicated by the Total Number of Respondents . . . ........ . ........ . . . 76 V Table 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. LIST OF TABLES CONTINUED Occupations of Husbands Indicated by the Radio Listeners and Non-listeners ........................ Occupations of Husbands Indicated by the Television Viewers and Non-viewers .......................... Income Level Indicated by the Total Number of Respondents ...................................... Income Level Indicated by the Radio Listeners and Non-listeners ................................. Income Level Indicated by the Television Viewers and Non-viewers .................................. Age Level Indicated by the Total Number of Respondents ...................................... Age Level Indicated by the Radio Listeners and Non-listeners ................................. Age Level Indicated by the Television Viewers and Non-viewers .................................. Ages of Children Indicated by the Total Number of Respondents .................................... Ages of Children Indicated by the Radio Listeners and Non-listeners ...................... . ...... . . . . Ages of Children Indicated by the Television Viewers and Non-viewers .......................... Methods of Heating Indicated by the Total Number of Respondents ..... . ...................... Methods of Heating Indicated by the Radio Listeners and Non-listeners ........................ Methods of Heating Indicated by the Television Viewers and Non-viewers. ......................... vi Page 80 86 94 97 101 106 109 114 119 121 124 127 130 133 LIST OF TABLES CONTINUED Table Page 28. Types of Range Used by the Total Number of Respondents ................................... 138 29. Types of Range Used by the Radio Listeners and Non-listeners ................................. 140 30. - Types of Range Used by the Television Viewers and Non-viewers .................................. 143 31. Types of Laundry Equipment Used by the Total Number of Respondents ............................ 146 32. Types of Laundry Equipment Used by the Radio Listeners and Non-listeners ........................ 148 33. Types of Laundry Equipment Used by the Television Viewers and Non—viewers ................ 151 34. Types of Refrigeration Equipment Used by the Total Number of Respondents ....................... 154 35. Types of Refrigeration Equipment Used by the Radio Listeners and Non-listeners .................. 157 36. Types of Refrigeration Equipment Used by the Television Viewers and Non-viewers ................ 160 37. Other Appliances Used by the Total Number of Respondents .................................... 164 38. Other Appliances Used by the Radio Listeners and Non-listeners. .......... . ..... . ........ . ...... 166 39. Other Appliances Used by the Television Viewers and Non-viewers .......................... 169 40. Receive KOAC, Total Number of Respondents .......... 174 41. Listen to KOAC, Total Number of Respondents ......... 175 42. Numbers Who Listen to "ESpecially for Women" ........ 177 vii Table 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 54. 55. 56. 57. 58. 59. 60. LIST OF TABLES CONTINUED Page Reaction to the Convenience of the 10: 15-11:00 A. M. Broadcast of"Especia11y for Women" ............. . . 179 Reaction to the Convenience of the 2:00-2: 30 P. M. Broadcast of "ESpecially for Women" ............... 181 Reaction to the Length of the 10: 15-11200 A. M. Broadcast of"ESpecia11y for Women" ........... . . . . 182 Reaction to the Length of the 2:00-2:30 P. M. Broadcast of ”Especially for Women" ............... 184 Preference for Length of Discussion Periods ........... 186 Types of Music Preferred ............................ 188 Indication of Interest in Medical Discussions ........... 190 Indication of Interest in Foreign Student Interviews. . . . 191 Indication of Interest in Nutritional Information ......... 192 Indication of Interest in Recipes and Cooking Tips ....... 193 Indication of Interest in Fashion News ................. 194 Indication of Interest in Clothing Construction Tips. . . . . . 195 Indication of Interest in Home Furnishings Information. . 196 Indication of Interest in Child Development ............. 197 Indication of Interest in Information about Indoor Recreation. . . . ................................... 198 Indication of Interest in Information about Outdoor Recreation ........... . ........ . . . . ..... . ..... . . . . 199 Indication of Interest in Money Management Information. 200 Indication of Interest in Purchasing Tips ............... 201 viii Table 61. 62. 63. 64. 65. 66. 67. .68. 69. 70. 71. 72. 73. 74. LIST OF TABLES CONTINUED Page Indication of Interest in Information about Use andCareoquuipment ..... ....... 202 Indication of Interest in Information about ManagementintheHome........................... 203 Indication of Interest in Garden Talks. . . . . ............ 204 Indication of Interest in Information about New Products... . . . . . . ...................... . ..... 206 Indication of Interest in Information about Problemsonging.................. .............. 207 Indication of Interest in Information about Mental Health ..................................... 208 Indication of Interest in Information about Family Life. ......... , ............................ 209 Indication of Interest in Discussions Presented by Home Economics Faculty .......... 210 Indication of Interest in Discussions Presented by Home Economics Students ....................... 211 Indication of Interest in the Programs Presented by the State Council on Aging. ..... . . . . . . . .- ....... . . 212 Indication of Interest in the Program ,"Garden Club of the Air". . ....... . ............. . . . . 214 Indication of Interest in Programs Presented by the American Association of University Women. . . . 216 Indication of Interest in Programs Presented by the Business and Professional Women's Clubs ..... 218 Indication of Interest in Programs Presented by the Daughters of the American Revolution ......... 220 ix Table 75. 76. 77. 78. 79. 80. 81. 82. 83. 84. 85. 86. 87. 88. 89. 90. LIST OF TABLES CONTINUED Page Indication of Interest in the Programs Presented by the League of Women Voters. .................. . . 222 Indication of Interest in the Programs Titled "Problems of Growing Up". . . ...................... 224 Indication of Interest in Programs Presented by the Marion County Historical Society ........ . . . . . 226 Indication of Interest in Programs Presented by the Oregon Federation of Women's Clubs ...... . . .. 228 Indication of Interest in the Programs Presented bytheLadiesoftheG.A.R........ ............ ,....230 Indication of Interest in Programs Presented by the Women's Relief Corps .............. . . . . . . . .. 232 Indication of Interest in the Program Titled "BookMark".......... ....... 234 Indication of Interest in the Program "Swedish Woman". 236 Receive KOAC-TV (7) and KOAP-TV (10), Total Number of Respondents... . . . . . . . . . . . . . . . ..... 239 Watch KOAC-TV (7) and KOAP-TV (10), Total Number of Respondents. . . . ...... . ............ 241 Number‘Who View “Family Castle". ............. . . . . . 243 Reaction to Time Preference for Viewing "Family Castle". . . . . . . . . . ............... . ........ 245 Number Who View "Today's Home". . . . . .............. 247 Reaction to Time Preference for Viewing "Today's Home". ........ ..... ... ................. 249 Preferred Length of Programs. . . . ...... . . . .......... 251 Preference for Number of Programs Per Week... . ..... 253 X Table 91. 92. 93. 94. 95. 96. 97. 98. 99. 100. 101. 102. 103. 104. 105. 106. 107. Indication Indication Indication Indication Indication LIST OF of Interest of Inte re st of Inte rest of Inte re st of Inte re st TABLES CONTINUED Page in Hobbies ...................... . 255 in Cooking Information ........... 257 in Sewing Information ............ 259 in Time Management Information. ._ 261 in Energy Management Information...... ..... . ..... .............. 263 Indication of Interest in Money Managem ent Information. . ...... . ............... . . . ............ 265 Indication of Interest in Space Management Information..... ....... ........,... ............ ..267 Indication Indication Indic ati on Indication Indication Indic ati on Indie ation Indication Indication Indication of Interest of Interest of Interest of Interest of Interest of Interest of Interest of Interest of Interest of Inte re st in Gardening Information. . . . . . . . . . 269 in Books. ....................... 271 in Art .................. . ........ 273 in Music ........................ 275 in Nutrition Information. ......... 277 in Foreign Guests. ........... . . . . 279 in Child Development Information. . 281 in Sports. . ...................... 283 in Programs for Children. . ..... . . 285 in Programs for the Mother and Pre-schooler. . . . . . . . ............ . ..... 287 xi Figure 10. 11. 12. 13. 14. 15. 16. 17. LIST OF GRAPHS Page Organizations of Re Spondents .................. i. . . . . 290 Education of Respondents ................... . . . . . , . . . 292 Educational Interests of Respondents .................. 294 Occupations of Respondents ........................... 295 Occupations of the Husband's of Respondents ...... i ..... 297 Income of Respondents ............................... 299 Age of Respondents .................................. 300 Age of Children of Respondents ....................... 302 Methods of Heating Respondents'Homes ........ . ....... 304 Appliances of Respondents ......... . .......... . ...... 305 Reaction to the Convenience of Broadcast Times. . . . . . . . 309 Reaction to the Length of Broadcast Times ..... . ....... 311 Reaction to Length of Discussion Periods .............. 312 Types of Music Preferred. . ..................... . . . . . 314 Interest in TOpics--Morning Broadcast. . . . . . . . . . ...... 315 Interest in "Regular" Listeners in Programs-- Afternoon Broadcast. . .............. . .......... . . . . 317 Interest in "Sometimes" Listeners in Programs-- Afternoon Broadcast. . . . ..... . . . . . . . . ...... . ...... . 318 xii Figure 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. LIST OF GRAPHS CONTINUED Page Receive KOAC-TV (7) and KOAP-TV (10) .............. 322 Viewers of KOAC-TV (7) and KOAP-TV (10) ............ 323 Viewers of "Family Castle" .......................... 325 Viewers of "Today's Home" ..................... , . . . . 326 Time Preference for "Family Castle" ............... . . 327 Time Preference for "Today's Home" ................. 328 Preference for Program Length ....................... 330 Preference for Program Frequency ................... 331 Interest in TOpics--KOAC-TV (Channel 7) Viewers ...... 332 Interest in Topics—-KOAP-TV (Channel 10) Viewers. . . 333 xiii LIST OF APPENDICES Appendix Page 1. Letter of Transmittal to Individuals .................. 340 II. Letter of Transmittal to Groups ..................... 342 344 III. Survey Que stionnaire ............................... xiv CHAPTER I INTRODUCTION History The history of educational broadcasting in Oregon now covers a full forty years and the development of four stations -—AM and FM radio and two VHF television channels-~under the State System of Higher Education. KOAC—AM radio began as an experiment in the Physics Department at the Oregon Agricultural College in Corvallis and became licensed for operation on December 7, 1922. Early in the development of broadcasting programs of Special interest to the women's audience were included. The form and subject matter have varied through the years. This variation has come about for three reasons. First, the personality and experience of the person filling the position of Director of Women's Programs; second, the economic and social conditions not only in Oregon but also nationally; and third, the philosophy of the administration and management. The development of KOAC—TV (channel 7) in Corvallis in October of 1957 added not only a new medium but also more Oppor- tunity to provide an educational service of interest and value to 1 2 Oregon women and their families. In February 1961, KOAP-TV (channel 10) in Portland became a reality and joined channel 7 through a two-way microwave link to make up the Oregon Educational Television Network. This network increased the geographic area reached by educational television and at the same time made it possible to reach a larger percentage of the population of Oregon. Educational radio enjoyed similar growth when the FM station in Portland owned by Westinghouse was given to the Oregon State System of Higher Education in the spring of 1962 and became KOAP-FM. Through a two-way off-the-air radio link the Oregon Educational Radio Network could also be integrated with the tele- vision network. The increase of not only communication channels but also the number of listeners and viewers that could be reached magnified the challenge of the production staff, a challenge felt keenly by the present Director of Women's Programs--the position to which I was appointed in 19 59. "Especially for Women" was the program title given the pro- grams designed for women by the first director- -Ze1ta Rodenwald-- and has been carried on by her successors. In 1959 when these programs came under my jurisdiction the radio programs included- two broadcasts daily-40:15 to 11:00 in the morning and 2:00 to 2:30 3 in the afternoon. As nearly as possible this time and the format have been continued until a study such as the one to be discussed later in this paper would show that it should be changed or continued. The morning program consists of a number of subjects vary- ing with the day of the week. Each day some regular feature is included- -such as discussions of health and medicine by members of the local medical society, interviews of students from foreign countries, consumer food marketing data and information for parents about requirements, philosophies and other data regarding education of today's youth in colleges and universities in the Oregon State System of Higher Education. In addition during each school term a representative of the extension service or resident staff member in home economics discusses current developments in her field. This is arranged to include a specific area on a regular schedule during the week. These discussions, talks or interviews as the case may be are interspersed with music--usually instru- menta1—-to provide not only a psychological break for the listener but also to simplify station production problems. The remainder of the program includes information in still a different area of family living provided either by the program hostess or interview of a visiting home economist or educational director for a food processor, textile manufacturer, et cetera. The afternoon programs have a different format in that each 4 is devoted to one specific topic and with a few exceptions women's organizations or state -wide associations provide the authority, con- tent material and personnel. Included have been the League of Women Voters, American Association of University Women, Business and Professional Women, Oregon State Federation of Garden Clubs, Oregon Federation of Women's Clubs, and such state-wide organizations as the State Council on Aging and the Mental Health Association of Oregon. In television it is a different matter. For the first three years of educational television in Oregon the School of Home Economics participated directly. Then in 1960 programs in this area became the responsibility of KOAC-TV. In October of that year "Family Castle" began as a thirty minute program in the evening directed to families and their mutual interests. In January 1962, the program was moved to three o'clock in the afternoon. This was five months prior to the survey which is the basis for the analysis discussed in this thesis. The format has varied somewhat in that sometimes it has been devoted to one featured personality and tOpic and at times as many as three in the same program. Just before the questionnaire discussed further in this thesis was sent out the Extension Service of Oregon State University arranged a program series entitled "Today's Home" directed to 5 the young homemaker with young children. Each of the home economics specialists contributed one or more programs in her specific area to make up this composite. It too was broadcast at three o'clock in the afternoon. In actuality there were seven hours and fifteen minutes of programming on Oregon's educational broadcasting stations each week designed for the women in the audience at the time this survey was taken. These programs included two daily radio pro- grams titled "Especially for Women. " One forty-five minute broadcast each morning with a variety of subject matter included in the area of family living and a daily thirty minute radio program in the afternoon utilizing the information and talents of women's organizations and state associations. The television series "Family Castle" might be called a magazine format with each program featuring a different guest or subject matter and, therefore, a different set. The continuing thread is the Opening and the hostess. The series "Today's Home" was presented by the specialists in the Extension Service of Oregon State University for the young mothers of young children with specific programs on child training, nutrition, clothing and recreation. Purpose To provide a program for a specific audience, information about that audience is required. Letters can, and do, provide a profile, but it is superficial at best. More specific data were needed relative to the audience of Oregon's educational broad- casting stations—-specifica11y those who would listen to or view programs during the daytime hours and those programs in the area of family living broadcast at any time of the day. Data now available regarding the audience of Oregon's educational broadcasting networks are in five areas: 1. Engineering data on the listening area served. 2. Age, education, occupation and interests and hobbies of 3, 000 of the KOAC audience as a guide to educational television programming in Oregon. 3. Schools and grade levels which use the Oregon School of the Air programs. 3 1Grant 5. Feikert, Director of Engineering, KOAC-KOAP. Grade A and Grade B contours for application for construction permit for channel 7 at Corvallis; Grade A and Grade B contours for application for construction permit for channel 10 at Portland. ZJames Madison Morris, "Guides to Educational Television Programming and their Application to the State of Oregon" (un- published Ed. D. dissertation, School of Education, Oregon State College, June 1956). 3Unpublished reports of annual surveys by Elizabeth D. Patapoff, Director, Oregon School of the Air, Oregon Educational Broadcasting Networks. .7 4. Two recent studies of students enrolled in college tele- courses.4' 5. Broadcast Measurement Bureau statistical analysis in 1946 and 1949. 5 None of these, however, is or can be applied directly to the women's program area. To date no other surveys of women's programs either in Oregon or on a national level have been located which can serve a major role in developing a program schedule. The information which appeared to. be needed was an analy- sis of who the listener-viewer is--that is, where does she live, how much education has she been fortunate enough to obtain, to what area is this education directed, how much is the family income, how old is this listener-viewer, how many children does she have at home and what are the age groupings of these children, also what kind of equipment does she have available to assist her. a—fi— f 4Alfred R. Kelman, Television Junior College in Oregon 1959-1962. Department of Educ'ationalfiMedia, General Exte’n‘sfion Division, Oregon State System of Higher Education, (Corvallis, 1962). Mrs. Arthur Stump, Television Junior College in Oregon 1959-1962, Its Potential as an Accelerated Program for the High School Gifted Student, Department of Educational Media, Gen—53:23— Extension Division,7)regon State System of Higher Education, (Corvallis, May 1963). 5Broadcast Measurement Bureau. BMB Station Audience Report, Study No. 2. A report prepared by the Broadcast Measurement Bureau Corvallis: Spring, 1949. 8 This demographic information would give the program producer specific information necessary to do program planning designed to meet the needs of the majority as well as the minority groups in the listening audience. In addition it also seems important to know if the present broadcast schedule actually presents the programs at a time when the potential listener-viewer may in reality listen or view. If not, when is a better time? Length of broadcast time is another concern. If the present program is too long, or conversely too short, then what is a better length? Still another concern is the subject matter itself. Does it hold any real interest for the audience? These questions needed to be applied to both radio and to television. CHAPTER II PROCEDURE Source of Data To be of value in providing data of use in programming to the listeners and viewers--and to those who are not now but might be if the program format, content or time were changed——answers to questions such as those posed in the preceding chapter needed to be obtained from both listeners and viewers and non—listeners and non- viewers. Therefore, a questionnaire was developed setting forth specific questions in the three major areas, the first asking for the demographic information, the second requesting radio habits and desires and the last pertaining to television. The questions on page one of the questionnaire (see appendix) were designed to establish the socio-economic level of the listener- viewers, the type of community activities in which they participate and the direction of the educational interest of the subjects studied. The second portion of the questionnaire was intended to identify the KOAC-AM radio listener, give an indication of the potential KOAP-FM listeners (at the time the questionnaire was 9 10 sent out the station was not yet on the air), determine if the pre- sent broadcast times and lengths are convenient, and to determine music preferences and program presentations. In addition the program topics included in the broadcast schedule were listed and the subject asked to indicate whether or not she listens and if so does she want more, less or about the same amount of material on each tOpic. Because this information presents a whole study in itself, this latter portion will not be considered in this analysis. This is also true for the same question asked about program content for television, program pre- ferences for both radio and television and the city in or near where those asked to respond to the questionnaire live. Organizations which contributed to the afternoon program schedule were listed to determine to some degree an indication of the listening audience. The third section asked specific questions of the educational television viewers and non—viewers. The questions centered in four areas: 1. Could the subject receive one of the two channels? 2. Did the subject listen to the two regular program series designed for the women's audience? 3. When, how long and how often would she like programs of this type? 4. Which program or topic area or areas does she view? I 1 C0pies of the questionnaire and letters of introduction are included in the appendix. Because obtaining and tabulating information from all of the women in Oregon would seem to be an impossible and possibly fruitless task, a sample of subjects was selected. The subjects were selected with the hope that the sample would reflect thought- ful and conscientious women who would study the questions and weigh the replies. To achieve a selection of listener-viewers a mailing list was derived from four main sources: 1. The KOAC bulletin mailing list. This list is made up of those people who have requested that they be included because of various interests—~classica1 music, special music, school, women's, farm and general interest areas. 2. A selection of local chapters of women's clubs which during at least the past four years have contributed to KOAC radio programming. 3. Home economics extension unit members through the County Agents in Home Economics. 4. Home economics graduates of Oregon State University. The first and fourth groups receivedindividual question— naires with postage free return envelopes. Questionnaires were sent to the second group in packets of twenty-five to the mass-media 12 chairman (or her counterpart with a different title) or to the pres- ident of the organization requesting that the questionnaires be distributed at a meeting, completed and returned by the chairman in the stamped, addressed envelOpe provided. With the third group the questionnaires were also in packets of twenty-five but this time were given to the County Extension Agents in Home Economics who would and could distribute them and when com- pleted return them in the stamped, addressed envelope provided. A total of nine thousand questionnaires were sent out and 1, 787 have been returned and tabulated for this analysis. Techniques Employed The data from the returned questionnaires were key punched into IBM cards wherever this was possible--in those questions requiring only check marks for answers. Where open end questions did not lend themselves to this technique the material was tabulated by hand. Once the data were organized in this manner the cards could be sorted to secure data from the total number who answered the questionnaire; from those who do and do not receive KOAC-AM radio; and from those who do and do not receive KOAC—TV and KOAP-TV. For the purpose of this thesis these five groups were ob- served to determine the differences and similarities in demo- graphic information according to whether they indicated they are urban, suburban or rural residents or did not answer this question. Another analysis was made of those who do and who do not receive KOAC-AM radio to determine their listening habits and desires. Similar analyses were made of those who indicated they receive either or both KOAC-TV and KOAP-TV or do not receive either. 13 CHAPTER III ANALYSIS OF DATA Analysis of Demographic Information The data collected from the survey discussed in Chapter II was organized into tables showing the response to each question concerned with demographic information about the person returning the question- naire. Each question has been examined in three different ways. First the data gathered from the total number of respondents was analyzed according to whether they indicated their living area to be urban, suburban, rural or gave no answer. Another analysis using the same categories was made of those who indicated that they receive or do not receive KOAC-AM. For the purposes of identifica- tion these tables are labeled as "Radio Listeners and Non-listeners. " A third analysis using the same living area categories was applied to those who indicated that they could or could not receive KOAC-TV (channel 7) and KOAP-TV (channel 10). For ease of identification these tables are titled as "Television Viewers and Non-viewers. " In these tables channel 7 is listed first and channel 10 second. The interpretation of the analysis of these data will be found in Chapter IV. 14 15 TABLE 1 MEMBERSHIP IN ORGANIZATIONS INDICATED BY THE TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) urban suburban rural no answer 781 518 435 51 Church 37 34 37 18 Professional 15 14 11 2 Fraternal 12 10 12 8 Education 19 34 41 22 Political 4 3 2 2 Childrens 21 32 27 16 Farm 1 2 14 2 Hobbies 19 20 19 14 Service 7 9 6 10 Clubs 44 41 26 22 No answer l6 13 13 39 16 In Table 1 we see the compilation of the answers to the open ended question, "To what clubs and organizations do you belong?" The answers ran the gamut of none to a long listing and have been tallied according to arbitrary categories. In addition these data have been divided into the answers given by respondents who have indicated the areas in which they live—-urban, suburban, rural and no answer. In the urban and suburban areas--as well as those who chose not to answer this question--we note that the highest percentages-- forty-four, forty-one and twenty-two respectively--are in the category of women's organizations designed for education as well as the social aspect (clubs). In the rural area they rank fourth with twenty-six percent. The church ranks second in both urban and suburban areas as well as rural--thirty-seven, thirty-four and thirty-seven per- cent respectively--and third among those not indicating their living area (eight percent). In the suburban area the church ties percentage -wise with the groups whose primary purpose is education, Whereas, in the urban area it is fourth and tied with hobby groups (nineteen per- cent) but is first in the rural area-—forty-one percent--and tied with women's clubs for first place among those not indicating their living area. 17 Those who work with children and the organizations to which they belong rank third in the urban, suburban and rural areas-- twenty~one, thirty-two and twenty-seven percent and fourth (sixteen percent) among those who didn't indicate their living area. As indicated those who enjoy hobby groups number nineteen percent in the urban area, tying with education. In the suburban area this category again ranks fourth with twenty percent. A similar percentage puts it in fifth place in the rural area as well as among those who did not choose to answer. Here, however, the percentage is fourteen. Those who belong to professional groups make up fifteen and fourteen percent in the urban and suburban areas- -fifth place in both instances. In the rural and unknown living area the percentage is the same (eleven) ranking eighth and seventh respectively. Those who enjoy fraternal affiliation rank sixth in the urban, suburban and unknown living areas--twelve, ten and twelve percent respectively--and seventh in the rural area again with twelve percent The service organizations rank seventh in the urban and sub- urban areas with seven and nine percent respectively, ninth in the rural area (six percent) and eighth-~again six percent——among those who chose not to indicate their living area. Those interested in political organizations rank eighth in 18 urban and suburban areas with four and three percent respectively and last in the rural and unknown living areas with two percent each. The two percent figure also represents those belonging to farm organizations in the suburban and unknown area and drops to one percent and sixth place in the urban area. As might be ex— pected it rises to fourteen percent and sixth place in the rural area. Those who chose not to answer this question were sixteen, thirteen, thirteen and thirty-nine percent respectively for urban, suburban, rural and the no answer groups. 19 TABLE 2 MEMBERSHIP IN ORGANIZATIONS INDICATED BY THE RADIO LISTENERS AND NON-LISTENERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no 612 121 398 93 320 101 33 10 Church 38 36 35 37 50 31 21 10 Professional 17 12 13 18 11 10 3 0 Fraternal 12 8 9 16 11 16 3 20 Education 16 36 21 13 32 69 15 40 Political 4 2 3 3 3 2 3 0 Childrens 21 23 31 37 23 36 12 30 Farm 1 2 2 2 15 14 0 10 Hobbies 17 23 19 23 20 14 18 10 Service 8 2 9 9 8 4 6 20 Clubs 45 36 41 39 27 23 15 40 No answer 15 17 14 9 15 8 42 20 20 Table 2 shows that we can note among radio listeners some definite similarities and differences in the pattern of organization- al affiliation in the living areas as compared with the total number of respondents. Among the non-listeners we note more differences. In the urban area the first three categories of radio listeners are clubs, church and those working with childrens organizations ranking in similar order to the total group but with different per- centages--forty-eight, thirty-eight and twenty-one respectively. A slightly different grouping takes place among the next three as the professional and hobby groups tie percentage—wise at seventeen percent and education follows closely with sixteen per- cent. A similarity again occurs with the fraternal, service, political and farm groups which rank in the same order and with the exception of service have the same percentages-—twelve, eight, four and one. In the suburban area we see even more of a similarity in that the difference in order is that educational groups do not tie percentage-wise with church groups and drOp to fourth place. Therefore, the order is clubs, church, childrens, educational, hobby, professional, fraternal, service, political and farm. Some differences are noted in percentages which are forty-one, thirty-five, thirty-one, twenty—one, nineteen, thirteen, nine, 21 nine, three and three respectively. Again in the rural areas the differences are not marked. Church and education groups exchange place at the top of the list to put the Church first. Childrens organizations and Clubs follow the reversal for third and fourth places respectively. Otherwise the listing of hobby, farm, professional, fraternal, service and political rank in this same order. Percentage-wise the differences are not marked-—fifty, thirty-two, twenty-seven, twenty-three, twenty, fifteen, eleven, eleven, eight and three respectively. The differences really stand out among those not choosing to indicate their living area. The ranking order changes but the per- centages are similar except for a drop in both professional and fraternal groups. Although the percentage drops, clubs and educational groups are still tied. The order is now--church, hobby, education, clubs, childrens, service, professional, fra- ternal, political and farm with percentages--twenty-one, eighteen, fifteen, fifteen, twelve, six, three, three, three and zero respectively. For those who chose not to answer the percentages of fifteen, fourteen, and fifteen represent the urban, suburban and rural areas but raises to forty-two percent for those who did not choose to answer either question. Among the non-listeners the church, club and educational 22 groups rank at the top in the urban area tied with thirty-six percent. Another tie at twenty-three percent includes childrens and hobby groups. Professional (twelve percent) and fraternal (eight percent) follow with service, political and farm groups again Showing a tie (two percent). In the suPurban area clubs rank first (thirty-nine percent) and church and childrens groups are tied at thirty-seven percent for second place. Hobby (twenty-three percent), professional (eighteen percent), fraternal (sixteen percent), education (thirteen percent), service (nine percent) and political and farm--two percent-- complete the listing. Education ranks first in the rural area with sixty-nine per- cent. This is followed by childrens (thirty-six percent), church (thirty—one percent), clubs (twenty-three percent), fraternal (sixteen percent), a tie of hobby and farm (fourteen percent), pro- fessional (ten percent), service (four percent) and political (two percent). Among those not indicating their living area there are many ties. Again education is first tied with Clubs--forty percent, childrens groups (thirty percent) are followed by service and fraternal (twenty percent each) and church, hobby and farm (ten percent). The number in professional groups is negligible. Those choosing not to answer also vary from the listening group—-urban (seventeen percent), suburban (nine percent), rural (eight percent) and no answer (twenty percent). 23 TABLE 3 MEMBERSHIP IN ORGANIZATIONS INDICATED BY THE TELEVISION VIEWERS AND NON-VIEWERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no Channel 7 344 269 168 227 155 160 16 10 Channel 10 410 212 333 95 175 131 21 7 Church 38 37 33 35 43 34 19 10 33 40 34 33 37 39 l9 14 Professional 16 15 15 13 14 9 0 0 l7 l4 l4 l7 14 ll 5 0 Fraternal 15 8 12 10 16 ll 0 30 12 ll 8 l6 9 l7 5 14 Educational 15 24 20 25 33 52 0 60 19 22 23 23 35 46 14 29 Political 4 3 2 4 1 3 0 0 5 2 4 2 3 3 5 0 Childrens 21 24 30 30 21 34 0 30 24 20 33 32 24 31 10 14 Farm 1 1 4 2 17 14 0 10 1 2 4 14 17 0 0 Hobbies 19 17 23 20 25 11 6 10 16 17 l7 l9 19 17 10 14 Service 8 6 13 7 6 8 6 20 10 8 9 12 8 6 5 29 Clubs 45 43 47 37 24 28 13 40 44 42 40 44 32 22 38 29 No answer 15 16 12 15 11 11 50 30 16 15 12 12 12 10 19 43 24 Table 3 shows the response regarding organization affili- ation for channel 7 and channel 10 viewers and non-viewers. Among the viewers we note that for both channels in the urban and suburban areas we have the same group in the same order. In the suburban area we note other similarities but many differences in the urban area. Clubs, church and childrens groups rank in this order in the urban area with forty-five, thirty-eight and twenty-one percent in the channel 7 area and forty-four, thirty-three and twenty-four percent in the channel 10 area. At this point hobby (nineteen per- cent), professional (sixteen percent), fraternal and educational (fifteen percent each) make up the list for channel 7 while educa- tion (nineteen percent), professional (seventeen percent), hobby (sixteen percent) and fraternal (twelve percent) are the correspond- ing list for channel 10. The remaining groups--service, political and farm-~rank in the same order for both channels but with different percentages-- eight, four and one for channel 7 and ten, five and one for channel 10. In the suburban area the first three groups are again clubs, church and Childrens with forty-seven, thirty-three and thirty per- cent and forty, thirty-four and thirty-two percent respectively for channels 7 and 10. 25 Hobby and education groups reverse positions for the next two places on the list. At channel 7 hobby and education (twenty- three percent), at channel 10 education and hobby (seventeen percent). The next three groups rank in the same order but with different percentages. Professional, service and fraternal show fifteen, thirteen, and twelve percent at channel 7 and fourteen, nine and eight percent at channel 10. For the last two categories another reversal takes place. This time farm shows four percent at channel 7 but two percent at channel 10 and political groups two percent at channel 7 and four percent at channel 10. In the rural area the most obvious similarity is that church ranks first with both channels--forty-three and thirty-seven per- cent for channels 7 and 10 respectively--and education second-- thirty-three and thirty-five percent for channel 7 and 10 re- ,. - spectively. From then on some of the percentages are similar but the order differs with the channels except for the last two. At channel 7 the order is hobby (twenty-five percent), clubs (twenty- four percent), Childrens (twenty-one percent), farm (seventeen percent), fraternal (sixteen percent), professional (fourteen per- cent), service (six percent) and political (one percent). The channel 10 list ranks this way--clubs (thirty-two per- 26 cent), childrens (twenty-four percent), hobby (nineteen percent), farm and professional (fourteen percent each), fraternal (nine percent), service (eight percent) and political (three percent). Among those who chose not to indicate their living area church and clubs again ranked high but here the similarity ends. The channel 7 list is church (nineteen percent), clubs (thirteen percent), hobby and service (six percent each) and the remainder such a negligible number that it will be discounted. However, with channel 10 clubs rank first (thirty-eight percent) and church second (nineteen percent) followed by education (fourteen percent), hobby and childrens (ten percent each), service, professional, fraternal and political (five percent each) and farm a negligible number. Again several chose not to answer. The number decreases from urban to suburban and rural-afifteen, twelve and eleven per- cent and sixteen, twelve and twelve for channels 7 and 10 respectively—~but increases for those who did not choose to answer either- -channel 7 fifty percent and channel 10 nineteen percent. Among those who do not view channel 7 or channel 10 we see some similarity in order with those who do view. In the urban area the highest ranking are clubs and church-- forty-three and thirty—seven percent reSpectively for channel 7 and forty-two and forty percent for channel 10--are similar to the 27 viewers. This is true also for the lowest ranking on the list-- service, political and farm (six, three and one percent for channel 7 and eight, two and one percent for channel 10). In between the order is similar but the percentages differ. The channel 7 order is childrens and education (twenty-four percent each), hobby (seventeen percent), professional (fifteen percent) and fraternal (eight percent). While at channel 10 education is twenty-two per- cent, childrens (twenty percent), hobby (seventeen percent), professional (fourteen percent) and fraternal (eleven percent). In the suburban area the same can be said. That is, for channel 7 we note the order--clubs (thirty-seven percent), church (thirty-five percent), education (twenty-five percent), childrens (twenty-one percent), hobby (twenty percent), professional (thirteen percent), fraternal (ten percent), service (seven per— cent), political (four percent) and farm (two percent). The channel 10 listing is clubs (forty percent), church (thirty-three percent), childrens (twenty-four percent), education (twenty- three percent), hobby (nineteen percent), fraternal (sixteen percent), service (twelve percent), farm (four percent) and political (two percent). The rural area shows even more diversity among the non- viewers of channel 7 and channel 10. The listing shows channel 7 to rank education high (fifty-two percent) with church and 28 childrens tied (thirty-four percent), clubs (twenty-eight percent), farm (fourteen percent), hobby and fraternal (eleven percent each), professional (nine percent), service (eight percent) and political (three percent). The channel 10 list starts similarly with education (forty-six percent), church (thirty-nine percent), childrens (thirty-one percent) but clubs (twenty-two percent) then hobby, farm and fraternal tied (seventeen percent) and pro- fessional, service and political with eleven, six and three percent respectively. Among those not indicating their living area there is no similarity at all to any previous pattern or between the two channels. Channel 7 shows fraternal (sixty percent), clubs (forty percent), fraternal and childrens (thirty percent), service (twenty percent), church hobby and farm (ten percent each) and professional a negligible number. With channel 10 the highest groups--twenty-nine percent--are clubs, service and education. The next grouping (fourteen percent) is church, hobby, fraternal and childrens and a negligible number in professional, political and farm groups. Again several chose not to answer. Among the urban, sub- urban and rural groups the percentages are similar to the viewers --sixteen, fifteen and eleven and fifteen, twelve and ten percent respectively for Channels 7 and 10. However, among those who 29 chose not to answer either question the percentages are lower and reversed from the viewer group--nineteen and forty—three per- cent respectively. 30 TABLE 4 EDUCATION. LEVEL INDICATED BY THE TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) Grade School High School Special Training College Degree No answer Total urban suburban 781 515 4 4 22 27 22 20 51 48 1 1 100 100 rural 435 40 22 30 100 no answer 56 25 23 16 ll 25 100 31 We see in Table 4 that of the total number of respondents from the urban and suburban areas the percentages at the different levels of education were relatively the same. Four percent of the group studied have grade school educations. Twenty—two percent and twenty-seven percent reSpectively have high school edu- cations in the urban and suburban areas. The percentage remains at twenty-two in the urban area but goes down to twenty percent in the suburban area for those having special training then increases to fifty—one and forty-eight percent respectively for those attain— ing at least one college degree in the urban and suburban areas. In the rural area the number having grade school educations doubles (eight percent) from that in the urban and suburban area. The number again nearly doubles (forty percent) for those with high school educations. However, in the area of special training the number remains about the same (twenty-two percent) as in the other areas. The number with college degrees drops to thirty percent Of those who did not respond to the question of living area the percentages decreased as the level of education increased with the exception of those who did not choose to answer either question. The percentages are twenty-five, twenty-three, sixteen and eleven respectively. Very few if any of those indicating their living area failed to answer this question. However, twenty-five percent did not choose to answer either question. 32 TABLE 5 EDUCATION LEVEL INDICATED BY THE RADIO LISTENERS AND NON—LISTENERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no 608 121 394 93 319 102 36 11 Grade School 3 8 4 3 6 10 28 36 High School 21 29 27 26 37 49 25 9 Special Training 23 l9 19 24 24 19 17 9 College Degree 53 44 49 47 33 23 19 9 No answer 0 0 l 0 0 0 11 36 Total 100 100 100 100 100 101 100 99 33 In Table 5 we note approximately the same percentage of radio listeners in the various levels of education as for the total number of respondents. The percentages are three and four who have a grade school education in the urban and suburban areas. Twenty-one and twenty-seven percent respectively have high school educations in these areas. Among those with Special training the percentage increases slightly in the urban area (twenty—three percent) and decreases slightly in the suburban area (nineteen percent). The percentage of those with college degrees increases somewhat in both the urban and suburban areas--fifty-three and forty~nine percent of those responding. In the rural area those who say they receive KOAC radio show a small decrease at both the grade school and high school levels from the total number who responded to the questionnaire but the proportions remain approximately the same (six and thirty-seven percent). Special training and college degree recipients increase slightly among the radio listeners when com- pared to the total but again the proportion remains about the same --twenty-four and thirty-three percent reSpectively. Among those who did not choose to indicate their living area the percentage of radio listeners increased only slightly over the. total number who responded to the questionnaire at the grade 34 school level to twenty-eight percent, at the high school level to twenty- five percent and at the special training level to seventeen percent. At the college degree level the number nearly doubles from eleven per~ cent to nineteen percent. Very few, if any, in the urban, suburban and rural areas failed to answer the questions regarding their educational level. Eleven percent of those who listen to radio did not indicate either their living area or their educational level. Those who do not listen to KOAC radio responded in a some- what similar manner to those who do listen and to the total number of respondents. However, there were a few points of increase and decrease. Among the urban residents we see an increase to eight percent at the grade school level and twenty-nine percent at the high school level while the suburban respondents remained the same-—three and twenty-six percent respectively. The number of urban residents with special training decreased to nineteen percent while the suburbanites increased to twenty-four percent. The figures for those with college degrees in the urban areas decreased to forty-four percent while in the suburban areas the number is forty-seven percent. Among those responding from the rural areas we see an increase 35 to ten percent at the grade school level, to forty-nine percent at the high school level but a decrease to nineteen percent for those with special training and to twenty-three percent for those with college degrees. Those who did not indicate the location of their living area showed an increase to thirty-six percent for those having completed grade school and a decrease to nine percent for those with high school, Special training or college degree. The numbers who did not answer regarding their education level were negligible in the urban, suburban and rural areas but thirty-six percent did not choose to reply to the question at all. 36 TABLE6 EDUCATION LEVEL INDICATED BY THE TELEVISION VIEWERS AND NON-VIEWERS (IN PERCENTAGES) urban suburban rural ru>answer yes no yes no yes no yes no Channel'? 314 272 158 227 154 168 l6 l3 Channello 398 213 325 96 173 131 22 9 Grade School 3 4 2 3 5 11 31 15 3 4 3 6 6 7 32 33 High School 23 21 27 26 36 46 25 23 22 25 27 26 36 43 9 22 Special Training 23 21 20 20 26 l7 13 23 25 18 22 15 25 19 27 0 College Degree 51 54 50 49 34 26 25 23 50 53 47 52 32 31 23 33 No answer 0 0 1 l 0 0 6 15 l 0 l 1 0 0 9 11 Total 100 100 100 99 101 100 100 99 101 100 100 100 99 100 100 99 sp- I In» hi. .I :i is G.- I. (I I] .7. .6. o . .p. V ~48 ‘i s s E IA 1 t 1. .M .E - ”J. 4.. . 1 . .4. . 3 .3 . c - . .. I. .3. A» u p s n . . . b o . AI» ‘1‘. . I s . ..o .s L «l. 37 When comparing the data in Table 6 the education levels of the respondents who indicate they are television viewers is some- what similar to radio listeners as well as the total number of respondents yet we note some distinct differences. Those who indicate that they live in either an urban or a suburban area and have completed a grade school education in the channel 7 viewing area are about the same number as radio listeners-.-three and two percent reSpectively. However, in the channel 10 area this number decreases to three percent. The high school graduates are similar to radio-~twenty- three percent for channel 7 and twenty-seven percent for channel 10. Among those who have had special training we find a similar percentage as in radio--twenty-three percent and twenty percent in the channel 7 area and twenty-five and twenty-two percent in the channel 10 area. For recipients of college degrees we note that in both urban and suburban areas the percentages are similar to the total number of respondents and to the radio listeners--fifty-one and fifty percent in the channel 7 area and fifty and forty-seven per- cent in the channel 10 area. Among those who did not indicate a living area quite different figures occur from the radio listeners or total respond- 38 ents. At the grade school level both channels show an increase-- thirty—one and thirty-two percent. At the high school level channel 7 shows twenty-five percent and channel 10 nine percent. Those with special training make up thirteen percent of the view- ers of channel 7 and twenty~seven percent for channel 10. Twenty-five and twenty-three percent respectively for channels 7 and 10 indicate having a college degree. Those who did not answer the question from the urban, sub- urban or rural areas were negligible. However, those who did not choose to answer either question decreased among the tele- vision viewers over the radio audience or total respondents to six percent for channel 7 and nine percent for channel 10. Among those who indicate they do not View either channel we can note that in the urban area the number with grade school level of achievement is about half that of the non-listener to radio. For both channels it is four percent. At the high school level it is lower than the non-radio 1isteners--twenty-one per- cent for channel 7 and twenty-five percent for channel 10. Those who have special training are about the same percentage. For channel 7 twenty-one percent and for channel 10 eighteen percent. Those with college degrees are slightly fewer than for radio. It is fifty-four and fifty-three percent respectively for channels 7 and 10. The suburbanites with grade school education in the channel 39 7 area are approximately the same percentage as for radio-- three percent, but in the channel 10 area this doubles to six percent. Both channels have about the same percentage of non- viewers as radio had non-listeners with high school education. This is twenty-six percent. Those with special training are fewer among the non-television audience than non-radio audi- ence. Channel 7 has twenty percent and channel 10 fifteen per- cent. The reverse is true for those with college degrees. Channel 7 has forty-nine percent while channel 10 has fifty-two percent From the rural area the response of the non-viewer is at the grade school level similar in the channel 7 area to radio e. g. eleven percent but lowers to seven percent in the channel 10 area. Both stations are lower than radio at the high school level with channel 7 having forty-six percent and channel 10 forty-three percent. A similarity with radio again shows up in the Special training area. Here channel 7 is seventeen percent and channel 10 nineteen percent. Those with college degrees are more frequent for television than radio. Channel 7 shows twenty-six percent and channel 10 thirty—one percent. Among those who did not indicate the area in which they live we see a lower frequency than among the non-listeners. At channel 7 this is fifteen percent and at channel 10 thirty-three 40 percent. The comparison reverses and the television channels show twenty-three and twenty-two percent at the high school level. For those with special training the comparison with radio varies both ways. At channel 7 it is twenty-three percent while at channel 10 a negligible number. At the college degree level television non-viewers run higher than radio non—listeners again with channel 7 having twenty-three percent and channel 10 thirty-three percent. As in the other tables those in the urban, suburban and rural areas who did not choose to answer this question were too few to count. However among those who did not choose to answer at all the frequency was less than in radio--for channel 7 fifteen percent and for channel 10 eleven percent. 41 TABLE 7 EDUCATIONAL INTERESTS INDICATED BY THE TOTAL NUMBER or RESPONDENTS (IN PERCENTAGES) urban suburban rural no answer 781 518 435 51 Education 19 22 19 8 Arts and Letters 15 13 12 4 Fine Arts 12 10 9 6 Business 10 10 8 6 Home Economics 9 9 ll 4 Mathematics and Science 7 10 7 0 Psychology, Sociology and PhilosOphy 6 5 1 0 Social Science 7 8 5 4 Nursing and Medicine 5 5 5 6 Journalism and Creative Writing 2 7 2 0 Languages 4 5 3 0 Speech, Drama and Radio 2 3 1 0 Religion 1 l 1 0 Political Science and Economics 3 _ 2 l 0 Physical Education 0 1 1 0 Technical Training and Farming 0 0 0 0 No answer 18 18 31 69 42 Table 7 gives an indication of the educational interests of the total number of those women responding to the questionnaire. Whenever more than one area of interest was indicated it was noted. Among those indicating their living area to be urban or suburban we see many similarities. The top two interest groups are education (nineteen and twenty-two percent respectively) and arts and letters (fifteen and thirteen percent respectively). In the suburban area fine arts, business and mathematics and science tied percentage-wise at ten percent while among the urban residents we note fine arts to interest twelve percent and business again ten percent. In both areas home economics is nine percent. Mathematics and science ties with social science at seven percent in the urban area but in the suburban area social science interests eight percent. Psychology, sociology and philosophy; nursing and medicine; and languages tie at five percent in the suburban area while in the urban area they rank six, five and four percent respectively. Where journalism and creative writing tied percentage- wise with speech, drama and radio (two percent) in the urban area we see journalism and creative writing interesting seven percent in the suburban area and speech, drama and radio 43 three percent. Political science and economics are also similar in the two living areas--three percent in the urban area and two percent in the suburban area. Religion also tied percentage-wise (one percent) in both areas and we find a similar interest in physical education in the suburban area but a negligible interest in the urban area. Interest in technical training and farming was also negligible in both living areas. Those who chose not to answer made up eighteen percent of both groups. In the rural area those who chose not to answer made up nearly one-third of the respondents--thirty-one percent. Of the remainder we see some similarities but not as marked as in the urban and suburban areas. Education ranked highest with nine- teen percent again followed by arts and letters (twelve percent). The third choice was home economics (eleven percent) then fine arts (nine percent), business (eight percent) and mathematics and science (seven percent). In this area social science and nursing and medicine tied at five percent. Language drops somewhat percentage-wise (three percent) and journalism and creative writing (two percent) are the same‘as in the urban area. Psychology, sociology and philosophy; speech, drama and radio; and political science and economics drop percentage-wise 44 and tie With religion and physical education (one percent). Again the technical training and farming interest is negligible. Among those who did not indicate their living area those who chose not to answer made up over two-thirds of the group (sixty-nine percent). Among the remainder education again ranked highest (eight percent). Fine arts, business and nursing and medicine tied next at six percent followed by arts and letters, home economics and social science at four percent. The areas-~mathematics and science; psychology, sociology and philoSOphy; speech, drama and radio; religion; political science and economics; physical education and technical train- ing and farming-—have anegligible number indicating interest. 45 TABLE 8 EDUCATIONAL INTERESTS INDICATED BY THE RADIO LISTENERS AND NON-LISTENERS (IN PERCENTAGES) urban suburban rural no answer yes .no yes no yes no yes no 612 121 398 93 320 101 33 10 Education 20 32 27 27 20 15 12 0 Arts and Letters 28 7 18 15 13 9 6 0 Fine Arts 23 8 10 9 10 7 9 0 Business 20 12 9 10 6 14 6 0 Home Economics 10 6 9 10 9 l7 6 0 Mathem atic s and Science 7 6 ll 5 8 4 0 0 Ps ychology, Sociology and Philosophy 6 6 5 5 l 1 0 0 Social Science 18 7 9 8 6 2 6 0 Nursing and Medicine 5 6 5 4 4 7 6 0 Journalism and Creative Writing 2 2 2 1 2 1 0 0 Languages 15 l 6 4 3 2 0 0 Speech, Drama and Radio 2 2 4 4 l 1 0 0 Religion 1 0 1 0 2 0 0 0 Political Science 2 2 2 3 l 0 0 0 Physical Education 0 0 2 0 1 1 0 0 Te chnic 3.1 Training - and Farming 0 0 0 0 1 0 0 0 No answer 25 39 22 24 30 31 58 100 46 Table 8 shows the ranking of the educational interests of those who do and do not receive radio. The percentages among the higher ranking are generally somewhat higher than for the total and the order also differs. In the urban area the radio listeners indicate twenty-eight per- cent are interested in arts and letters, twenty-three percent in fine arts, twenty percent in education and business, eighteen percent in social science, fifteen percent in languages, ten percent in home economics, seven percent in mathematics and science, six percent in nursing and medicine, a tie at two percent in journalism and creative writing; Speech, drama and radio; and political science and economics, one percent in religion and a negligible number in physical education, technical training and farming. Twenty-five per- cent chose not to answer. Suburban residents who listen to radio indicate education as the highest percentage (twenty-seven) with arts and letters second (eighteen percent). After this reversal from the urban group mathe- matics and science rank third (eleven percent) then fine arts (ten percent). Business, home economic and social science tied percent- age-wise at nine. Language is six percent while psychology, sociology and philoSOphy and nursing and medicine tied at five percent and speech, drama and radio is four percent. Journalism and creative writing; political science and economics and physical edu- cation all tied at two percent. Religion shows one percent are 47 interested but technical training and farming again had a negligible number responding. Twenty -two percent chose not to answer this question. The rural residents who responded indicate that twenty per- cent are interested in education. Arts and letters rank second (thirteen percent) with fine arts next(ten percent) then home eco- nomics (nine percent), mathematics and science (eight percent), business and social science tied (six percent), nursing and medicine (four percent), languages (three percent), another tie between journalism and creative writing and religion (two percent) and still another among psychology, sociology and philosophy; speech, drama and radio; political science and economics; physical education; technical training and farming (one percent). Those who did not choose to answer made up thirty percent of this group. Among those who did not indicate their living area we note that education again ranks high (twelve percent). Fine arts ranks second (nine percent) and arts and letters, business, home economics, social science, nursing and medicine all tied for third high (six per- cent) while mathematics and science; psychology, sociology and philosophy; journalism and creative writing; languages; speech, drama and radio; religion; political science and economics; physical education and technical training and farming all had a negligible number of replies. However fifty-eight percent chose not to indicate 48 any educational interest. The ones who do not listen to radio and who chose not to indi- cate their living area also chose not to express their educational interest (one hundred percent). This is untrue of the other areas. Among urban residents education again runs high (thirty-two percent) with business several percentage points lower (twelve percent), then fine arts (eight per- cent) and a tie between arts and letters and social science (seven percent), another tie among home economics; mathematics and science; psychology, sociology and philosophy and nursing and medi- cine (six percent). Journalism and creative writing; Speech, drama and radio and political science and economics also tied (two percent). Languages hold an interest for only one percent of this group while for religion, physical education, technical training and farming the interest was negligible. Those who did not choose to answer made up thirty-two percent. In the suburban area education still ranks high (twenty-seven percent) with arts and letters second (fifteen percent). Business and home economics (ten percent), fine arts (nine percent) and social science (eight percent) follow closely. Mathematics and science and psychology, sociology and philoSOphy tied with five per- cent and nursing and medicine; languages; speech, drama and radio also tied (four percent). Political science and economics followed closely (three percent) then the percentage drops to one for journal- 49 ism and-creative writing. Religion, physical education, technical training and farming had a negligible number of responses. Twenty- four percent chose not to- answer. Among rural residents who responded home economics ranked high’(seventeen percent). with education second (fifteen percent) closely followed by business (fourteen percent). The percentage drops to nine for arts and letters and on down to seven for fine arts and nursing and medicine. A further drop to four percent indicates the interest in mathematics and science and two percent that in social sicence and languages. Ps ychology, sociology and philosophy; journalism and creative writing; speech, drama and radio and physical education interest one percent of the group. Religion, political science and economics, technical training and farming had a negligible number of responses. Those choosing not to indicate an interest were the largest number-~thirty-one percent. 50 TABLE 9 EDUCATIONAL INTERESTS INDICATED BY THE TELEVISION VIEWERS AND NON-VIEWERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no Channel 7 344 269 168 227 155 160 16 10 Channel 10 410 212 333 95 175 131 21 7 Education 21 24 22 23 .25 12 6 10 18 21 24 17 37 l3 l4 14 Arts and Letters 17 22 11 14 11 9 6 0 l7 17 15 ll 15 ll 10 0 Fine Arts 12 19 12 8 11 9 0 20 ll 13 10 9 12 8 5 14 Business 9 l6 7 10 8 ll 0 0 14 10 10 7 6 ll 5 0 Home Economics 12 6 11 8 10 15 6 0 10 10 5 14 6 18 5 0 Mathematics and 8 10 12 10 7 8 0 0 Science 8 7 10 12 6 15 0 0 Psychology, Sociology 6 6 4 6 4 3 0 0 and Philosophy 7 7 5 3 4 4 0 0 Social Science 8 10 4 12 6 4 l3 0 ll 7 9 9 5 5 0 14 Nursing and 3 7 5 4 5 5 6 20 Medicine 5 3 5 3 4 5 14 0 JOurnalism and 2 1 2 2 1 1 0 0 Creative Writing 1 2 2 2 1 1 0 '0 Languages 4 4 7 4 3 3 0 O 3 6 5 3 2 2 0 0 Speech, Drama 2 2 5 3 l 1 0 0 and Radio 2 2 4 5 2 O 0 O 51 TABLE 9 CONTINUED urban suburban rural no answer yes no yes no yes no yes no Channel 7 344 269 168 227 155 160 16 10 Channel 10 410 212 333 95 175 131 21 7 Religion 1 1 1 l 1 1 0 0 1 0 0 Political Science 2 1 3 2 0 0 0 and Economics 2 1 2 l 2 0 0 0 Physical Education 0 0 2 1 1 0 0 0 0 0 1 l 2 0 0 Technical Training 1 0 1 0 1 0 0 and Farming 0 0 0 0 l 1 0 0 No answer 17 15 20 16 26 31 63 60 16 15 15 27 25 28 57 71 5?. Table 9 shows us the educational interest for the viewers and non—'viewers of channels 7 and 10. There is no real correlation be- tween the channels either viewers or non-viewers or in rank or percentages when they are divided into living areas. That is, in the urban area education does rank first but with twenty-one percent at channel 7 and eighteen percent at channel 10. Arts and letters rank second-~both channels having seventeen percent. Here the similarity ends. Fine arts and home economics tie at twelve percent at channel 7 and fine arts ties with social science at eleven percent at channel 10. Home economics at Channel 10 is ten percent and at channel 7 social science and mathematics and science tie at eight percent. This same rank and percentage is true for channel 10. Business, however, is nine and fourteen percent respectively at channels 7 and 10. Psychology, sociology and phi- losophy are six and seven percent respectively in eighth place. Whereas languages (four and three percent) and nursing and medicine (three and five percent) reverse places, speech, drama and radio and political science and economics are tied with the same per— centage (two) at both channels. Journalism and creative writing are also two percent at channel 7 but one percent at channel 10. Religion, technical training and farming are one percent at channel 7 but receive a negligible number of responses at channel 10. Physical education also received a negligible number of responses at both channels. Those choosing not to respond made up seventeen percent 53 at channel 7 and sixteen at channel 10. In the suburban area education again ranks high (twenty-two and twenty-four percent respectively). Here again the similarity ends. At channel 7 fine arts and mathematics and science tie with a percentage of twelve. These two categories at channel 10 are also tied with business and the percentage is ten. Arts and letters and home economics are the third category at channel 7 (eleven percent) while arts and letters is second at channel 10 (fifteen percent). Business at channel 7 is tied with language for the fourth ranking per- centage (seven), while language, home economics, nursing and medicine and psychology, sociology and philosophy are all tied (five percent) at channel 10. Nursing and medicine and speech, drama and radio are again tied at channel 7 (five percent) but at channel 10 this latter category is four percent (the same percentage as psychology, sociology and philosophy and social science at channel 7). However, social science ranks fourth at channel 10 (nine percent). Journalism and creative writing is one area of similarity (two percent at both Channels) while religion is one percent at both. How- ever physical education is two percent and a negligible number at the respective channels; political science is one and two percent. Tech- nical training and farming at channel 7 Show a percentage of one but a negligible number of channel 10 respondents. Those who chose not to answer made up twenty percent of those 54 responding from channel 7 area and fifteen percent of those from the channel 10 area. In the rural area education again runs high--twenty-five per- cent at channel 7 and thirty-seven percent at channel 10. Arts and letters are in second and third places. At channel 7 they tie at eleven percent but at channel 10 are fifteen and twelve percent respectively. Although home economics, business and mathematics and science follow in that order at both channels at channel 7 the percentages are ten, eight and seven while at channel 10 it is six percent for all three. Social science is six and five percent at channels 7 and 10 respectively. . Nursing and medicine are five and four percent respectively for channels 7 and 10 and psychology, sociology and philOSOphy are four percent for both channels. Language is three and two percent re- spectively, political science and economics is two percent for both channels. Physical education is two percent at channel 7 and one percent at channel 10. These percentages reverse for speech, drama and radio and for religion. Journalism and creative writing and technical training and farming are one percent for both channels. Those who declined to express their educational interest number twenty-six percent in the channel 7 area and twenty-five percent in the channel 10 area. Among those who chose not to indicate their living area there is a great discrepancy between the two channels. At channel 7 social 55 science is high (thirteen percent) followed by a tie among education, arts and letters, home economics and nursing and medicine (six per- cent). The remainder of the categories--fine arts; business; mathe- matics and science; psychology, sociology and philQSOphy; journalism and creative writing; languages; Speech, drama and radio; religion; political science and economics; physical education and technical training and farming--had a negligible number of responses. How- ever, sixty-three percent of those responding chose not to indicate any educational interest. At channel 10 education and nursing and medicine are the high— est ranking interests (fourteen percent) followed by arts and letters (ten percent). Fine arts, business and home economics tied at five percent. The remaining categories again had a negligible number of responses--mathematics and science; psychology, sociology and philosophy; social science; journalism and creative writing; language; speech, drama and radio; religion; political science and economics; physical education and technical training and farming. Those who chose not to respond made up fifty-seven percent of this group. Among those who do not view we also see wide dis similarities. In the urban area education and arts and letters head the list (twenty— four and twenty-one percent and twenty-two and seventeen percent respectively for channels 7 and 10), followed by fine arts (nineteen and thirteen percent respectively). Here, however, the similarity ends. In the channel 7 area 56 business follows (sixteen percent) but at channel 10 it is tied with home economics (ten percent). Home economics at channel 7 is tied with psychology, sociology and philosophy (six percent) and super- seded by a tie between mathematics and science and social science (ten percent). We find mathematics and science, social science and psychology, sociology and philOSOphy tied at seven percent at channel 10. Also nursing and medicine are seven and three percent at channels 7 and 10 respectively while language is four and six percent. Political science and economics is three and one percent; speech, drama and radio are two percent at both channels and journalism and creative writing one and two percent respectively. Physical edu- cation and technical training and farming have a negligible number at both channels and those choosing not to answer were the same for both channels--fifteen percent. In the suburban area an even wider divergence of interests occur although education is still high--twenty-three and seventeen percent respectively for channels 7 and 10. At channel 7 arts and letters rank second (fourteen pe rcent)but fourth at channel 10 (eleven percent). Social science ranks third at channel 7 (twelve percent) but is tied with fine arts (nine percent) at channel 10. Home econo- mics is second at channel 10 (fourteen percent) but tied with fine arts (eight percent) at channel 7. The third place at channel lO--mathe- matics and science (twelve percent)--compares to a tie for fourth place at channel 7 with business (ten percent). Business at channel 57 10 is seven percent. At channel 7 psychology, sociology and philOSOphy (six percent) are next in order followed by nursing and medicine and languages (four percent) then speech, drama and radio and political science and economics (three percent). At channel 10 the order is speech, drama and radio (five per- cent), psychology, sociology and philOSOphy; nursing and medicine and languages (three percent). Journalism and creative writing is the same (two percent) at both channels. Religion and physical education at channel 7 and religion, physical education and political science and economics at channel 10 all show an interest by one percent. At both channels technical training and farming had a negligible number of responses while those who chose not to reply made up sixteen and twenty-seven per- cent reSpectively for channels 7 and 10. Home economics ranked high among the rural residents (fifteen and eighteen percent) but here again the similarity ends. Education is second at channel 7 (twelve percent) and third at channel 10 (thirteen percent). Mathematics and science which is second at channel 10 (fifteen percent) is eight percent at channel 7. Business at channels 7 and 10 is the same percentage-wise (eleven) but three and four respectivelyin rank. The same could be said for fine arts (nine and eight percent and four and five in rank reSpectively). Arts and letters, however, differ percentage-wise (nine and eleven) but 58 both rank fourth. Nursing and medicine have similar rank and per- cent of interest (five). Social science varies only slightly (four and five percent re- spectively). This is also true of psychology, sociology and philo- sophy (three and four percent), language (three and two percent), physical education (one and two percent). Journalism and creative writing and technical training and farming have one percent of the respondents interests at both Channels. While speech, drama and radio and religion have a similar percentage (one) at channel 7 there is only a negligible number at channel 10. Political science and economics interests only a negligible number at both channels. Those who chose not to answer were thirty-one and twenty-eight percent respectively for channels 7 and 10. Among those who chose not to respond to the location of their living area the major portion preferred not to indicate their edu- cational intere sts--sixty and seventy-one percent respectively for channels 7 and 10. At channel 7 fine arts and nursing and medicine tied for first place with twenty percent. This is followed by education (ten percent) and the remainder of categories had only a negligible number indicat- ing an interest--arts and letters; business; home economics; mathe- matics and science; psychology, sociology and philosophy; social science; journalism and creative writing; languages; Speech, drama and radio; religion; political science and economics; physical edu- 59 cation and technical training and farming. At channel 10 it is education that ranks high but is tied with fine arts and social science (fourteen percent). The remainder of the categories again have only a negligible number indicating an interest. 60 TABLE 10 OCCUPATIONS INDICATED BY THE TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) urban suburban rural no answer 781 518 435 51 Homemaker 58 69 75 61 Semi-skilled l 1 2 0 Skilled 1 1 1 0 Sales 1 l 1 0 Purchasing 0 1 0 0 Clerk 1 2 2 2 Services 4 4 3 6 Stenographer- bookkeeper 7 6 3 0 Farmer 0 0 2 2 Supervisor 1 1 0 0 Owner 1 0 0 0 Writer 1 1 l 0 Educator 18 14 12 6 College faculty 2 1 0 0 Student 3 2 0 2 Professional 1 0 l 2 Retired 7 3 4 4 No answer 3 3 2 20 61 In Table 10 the occupations of the total group of respondents have been categorized and wherever the respondent indicated more than one occupation-—e. g. homemaking and teaching--both have been noted. The respondents have also been divided into the areas in which they indicate they live. In this breakdown we see some very definite similarities and also some differences. Among the similarities is that homemaking ranks high in all areas. This is followed by teaching at the primary or secondary level. We also note some occupations in which women are employed but according to these respondents in much fewer numbers. In the urban area the homemaker makes up fifty-eight percent of the respondents and those in education eighteen percent. The stenographer-bookkeeper category ties percentage-wise (seven) with those who have retired. Those engaged in positions which can be classified as service make up four percent. Students rank next (three percent) and two percent are engaged in teaching at the college or university level. Several classifications of employment account for one percent of this group of respondents--semi-skilled, Skilled, clerk, supervisor, owner, writer and professional. Purchasing and farm- ing account for a negligible number. Those who chose not to answer made up three percent of the entire group. In the suburban area the top three classifications are the same but the percentages differ-—homemaker (sixty-nine percent), educator 62 (fourteen percent) and stenographer—bookkeeper (six percent). Those engaged in services are the same as in the urban area (four percent). Those who have retired account for three percent and clerks and students two percent. Semi-skilled, skilled, sales, supervisory and writer again account for one percent. To this group is added purchasing and college faculty. In this area those in farming, owner and professional categories are negligible in number. Those who did not reply again made up three percent. In the rural area homemaker and educator again rank high—- seventy-five and twelve percent respectively. Retirement accounts for four percent and those in services and the stenographer—book- keeper make up three percent each. The semi-skilled, clerks and farmers number two percent each while those who are skilled, in sales, writers and in the pro- fessions number one percent each. A negligible number are employed in teaching or are students. In this group two per cent chose not to answer. Among those who chose not to indicate their living area we note some similarities to the other groups. Again homemaking ranks high (sixty-one percent) with education and service tied for second place (six percent). Those who have retired account for four percent. TWO percent are clerks, farmers, students or engaged in the professions, while a negligible number are semivskilled, skilled, sales persons, purchasers, stenographer—bookkeepers, supervisors, owners, 63 writers and college faculty. In this group, however, twenty percent chose not to indicate their occupation. 64 TABLE 11 OCCUPATIONS INDICATED BY THE RADIO LISTENERS AND NON-LISTENERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no 612 121 398 93 320 101 33 10 Homemaker 56 67 69 65 73 80 67 50 Semi-skilled 1 0 l 1 1 5 0 0 Skilled 1 o ‘ 1 o 1 0 0 0 Sales 1 2 1 1 1 0 0 0 Purchasing 0 0 l 0 0 0 0 0 Clerk ' 1 2 2 I 3 o o 0 Services 5 3 4 5 3 1 3 10 Stenographer — bookkeeper 7 5 6 6 3 3 3 0 Farmer 0 0 0 0 3 l 3 0 Supervisor 1 0 1 1 0 0 0 0 Owner 1 0 0 0 0 0 0 0 Writer 1 0 1 0 2 0 0 0 Educator 18 17 13 20 12 13 9 0 College faculty 2 0 1 2 0 0 0 0 Student 3 2 2 1 O 1 3 0 Professional 1 0 0 1 2 l 3 0 Retired 7 6 4 3 4 2 6 . 0 No answer 2 2 4 0 2 0 12 40 65 Table 11 shows the occupations of radio listeners and non- listeners. Many similarities to the total number of respondents occur in both these groups. For example, in the urban area homemaker and educator are high (fifty-six and eighteen percent) with stenographer-bookkeeper and retired tied at seven percent followed by service (five percent). Again students make up three percent and college teaching two per- cent. The same classifications in the total group account for one percent each--semi-skilled, skilled, sales, clerk, supervisor, owmr, writer and professions--and the negligible number--purchasing and farming. Here two percent chose not to answer. In the suburban area the order of occupations is the same as for the total group with a slight variation in percentages--homemaker (sixty-nine percent), educator (thirteen percent), stenographer-book- keeper (six percent), service and retired (four percent each), clerk and student (two percent), semi-skilled, skilled, sales, purchasing, supervisory, writer and college faculty (one percent) and farmer, owner and professional a negligible number. Four percent chose not to answer. There is a change in the rural area. Here again homemaker and educator rank high (seventy-three and twelve percent respective— ly). Those who are retired (four percent) rank next followed by a group including clerks, service, stenographer-bookkeeper and farmer (three percent each). Writers and professionals make up 66 two percent each; the semi-skilled, skilled and sales people one per- cent; and purchasing, supervisory, owner, college faculty and students a negligible number. Two percent chose not to answer. Among those not indicating their living area the pattern again changes somewhat, however, homemaker, educator and retired again rank in that order (sixty-seven, nine and Six percent re- spectively). The percentage then drops to three for those in services, stenographer-bookkeeper, farmers, students and the professions. A negligible number are employed as semi-skilled, skilled, sales, purchasing, clerk, supervisor, owner, writer and college faculty. In this gTOUp twelve percent Chose not to indicate their occupations. The pattern for the non-listener is similar to that of the listener. In the urban area homemaker, educator, retired, steno— grapher-bookkeeper and service rank in that order with sixty-seven, seventeen, six, five and three percent respectively. Two percent are engaged in sales, clerk and student and a negligible number make up the remainder of the categories--semi-skilled, skilled, purchasing, farmer, supervisor, owner, writer, college faculty and professional. Here again two percent chose not to answer. The sam e. classifications rank high in the suburban area but in a slightly different order and percentages--homemaker (sixty-five percent), educator (twenty percent), stenographer-bookkeeper (six percent), service (five percent) and retired (three percent). Two percent are college faculty while one percent are engaged in semi- 67 skilled, sales, clerk, supervisory or professional occupations or as students. A negligible number are in skilled, purchasing, farming, owner or writer positions or chose not to answer. In the rural area we find that the semi-skilled category has taken third place in the list (five percent) along with homemaker (eighty percent), educator (thirteen percent), stenographer-book- keeper (three percent) and retired (two percent). Service, farmer, student and professional are the categories in which one percent of this group are employed while a negligible number are occupied by the remainder—-skilled, sales, purchasing, clerk, supervisor, owner, writer and college faculty-«and those who chose not to answer. Among those who did not indicate their living area homemaker and service were the only two classifications to which there was more than a negligible re sponse-- fifty and ten percent respectively. An additional forty percent chose no; to answer this question. Those categories which had the very few responses are: semi-skilled, skilled, sales, purchasing, clerk, stenographer-bookkeeper, farmer, supervisor, owner, writer, educator, college faculty, student, pro- fe s sional and retired. 68 TABLE 12 OCCUPATIONS INDICATED BY THE TELEVISION VIEWERS AND NON-VIEWERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no Channel 7 344 269 168 227 155 160 16 10 Channel 10 410 212 333 95 175 131 21 7 Homemaker 58 60 71 68 68 79 63 50 54 62 70 74 67 76 57 57 Semi-skilled 1 l 0 1 2 3 0 0 0 l 1 0 1 3 O 0 Skilled 1 0 1 1 0 0 0 1 0 1 1 0 0 0 Sales 1 2 l l 0 1 0 0 2 0 1 1 2 0 0 Purchasing 1 0 2 0 0 0 0 0 0 0 1 0 0 0 0 0 Clerk 2 l 2 l 4 1 0 0 2 1 3 0 0 Services 3 4 4 4 3 3 0 3 4 5 5 2 4 2 0 0 Stenographer- 6 6 7 5 3 3 0 0 bookkeeper 9 5 5 8 3 3 0 0 Farmer 0 0 0 0 2 2 0 0 0 0 0 0 2 2 5 0 Supervisor 0 1 1 1 l 0 0 0 1 0 0 0 Owner 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Writer 1 0 1 0 0 0 69 TABLE 12 CONTINUED urban suburban rural no answer yes no yes no yes no yes no Channel 7 344 269 168 227 155 160 16 10 Channel 10 410 212 333 95 175 131 21 7 Educator 19 18 13 19 17 8 0 10 19 19 17 8 15 11 10 0 College faculty 2 2 4 0 0 0 0 0 2 2 l 4 0 0 0 0 Student 2 3 2 2 1 1 6 0 3 3 2 3 l 1 0 0 Professional '1 o o o 1 2 6 o 0 l 0 ll 2 0 l4 Retired 6 6 2 3 5 2 6 10 4 8 2 3 5 3 10 0 No answer 2 2 1 2 0 13 20 70 Table 12 shows the occupations of those who view and do not view channels 7 and 10. Here again we note many similarities to the total group and to the radio listeners and non-listeners. How- ever, the two channels do not have parallel groupings. Homemaker and educator as a general rule rank highest in all the living areas. In the urban area we note among viewers that homemaking ranks highest at both channels 7 and 10 (fifty-eight and fifty—four per- cent) and educators (nineteen percent each) are second. At channel 7 the stenographer—bookkeeper and those who are retired rank third with a tie at Six percent followed by services (three percent). Whereas at channel 10 the stenographer-book- keeper is third (nine percent) with services and retired following tied at four percent. The direct similarity between the two channels ends here. At channel 7 two percent are engaged as clerks, college faculty and students or chose not to answer. An additional one percent each in- dicate they are semi-skilled, skilled, in purchasing, owners, writers or professionals and a negligible number are farmers and super-- visors. At channel 10 three percent are students and two percent indicate sales, clerk and college teaching as their occupations. This same percentage again chose not to answer. In this area one percent each are skilled, supervisors, writers or professionals and a negli- gible number are engaged in semi-skilled, purchasing, farmingor as owners. 71 The suburban area again has homemaker ranking high--seventy- one and seventy percent for channel 7 and 10 respectively. Edu-- ' cators again rank second (thirteen and seventeen percent respectively). At channel 7 the stenographer-bookkeeper makes up seven percent, services and college faculty four percent, two percent are in purchas- ing, clerk, student and retired categories or chose not to answer. One percent indicate skilled, sales, supervisor and writer and a negligible number are semi-skilled, farmers, owners and pro- fessionals. At channel 10 the third ranking group (five percent) is service and stenographer-bookkeeper followed by student, retired and those who chose not to answer (two percent each). In this area one percent each indicate semi-skilled, sales, purchasing, clerk, supervisor, writer, college faculty and professional with a negligible number as skilled, farmer and owner. The rural viewer shows a definite change in pattern after the first two which are again homemaker (sixty-eight and sixty-seven percent) and educator (seventeen and fifteen percent). Then at channel 7 those who are retired make up five percent, clerks four percent, service and stenographer-bookkeeper tie at three percent. The semi- skilled, farmers and those who chose not to answer make up two per- cent each. An additional one percent each are skilled, supervisors, writers, students and professionals and a negligible number are in sales, purchasing, owners and college faculty. 72 At channel 10 professional (eleven percent) is the third cate- gory followed by retired which at five percent is the same as at channel 7. Services (four percent), clerk and stenographer-book- keeper (three percent each) and sales, farmer and those who chose not to answer (two percent each) are next in order. Those categories which have a representation of one percent each are semi-skilled, skilled, supervisor, writer and student while purchasing, owner and college faculty have a negligible number. Among those who chose not to indicate their living area the pattern changes. Homemaking ranks first at both channels (sixty- three and fifty-seven percent) but at channel 7 student, professional and retired account for six percent, each and thirteen percent chose not to answer. The remainder have a negligible number-—semi- skilled, skilled, sales, purchasing, clerk, service, stenographer— bookkeeper, farmer, supervisor, owner, writer, educator and college faculty. At channel 10 educator and retired make up ten percent each and farmer and those who chose not to answer account for five per- cent each. The remainder of the categories have a negligible number responding-—semi-skilled, skilled, sales, purchasing, clerk, service, stenographer-bookkeeper, supervisor, owner, writer, college faculty, student, professional. Among the non-viewers in the urban area the previous pattern again repeats itself with homemaker sixty and sixty-two percent 73 respectively for channels 7 and 10 followed by educator (eighteen and nineteen percent). At channel 7 the pattern repeats for the viewer in the stenographer—bookkeeper and retired tied at six percent. Services follow but the percentage changes to four. At channel 10 the retired group numbers eight percent followed by services and steno- grapher-bookkeeper tied at five percent. Students make up three percent at both stations. College teaching is two percent at both channels but at channel 7 is tied by sales and those who chose not to answer. This group who preferred not to answer make up one per- cent at channel 10 as does the semi-skilled. Another comparison with channel 7 shows the one percent group to include the semi- skilled, clerk and supervisor. A negligible number of responses at channel 7 were tallied for those skilled, purchasing, farming, owners, writers and professionals. At channel 10 this group included the skilled, sales, purchasing, clerk, farmer, supervisor, owner, writer, and professional. The suburban residents again have homemaker, educator and stenographer-bookkeeper in the top three categories. At channel 7 the percentages are sixty-eight, nineteen and five while at channel 10 the homemaker makes up seventy-four percent and the stenographer- bookkeeper and educator tie at eight percent. Four percent of the respondents at channel 7 are engaged in services while at channel 10 they are college faculty. Those who are retired make up three per- cent at both channels. This same percentage applies to students but u. ...-u ,w ..NUI o..| we» r .- um 11' s by. .P‘ ..u 74 at Channel 7 the number is two percent. Clerk and services classi- fications are two percent of the channel 10 non-viewers. Those in the one percent group at .channel 7 are the semi-skilled, sales, clerk, supervisor and those who elected not to answer. At channel 10 the group includes sales, clerk and student. The remainder of the categories at channel 7--skilled, purchasing, farmer, owner, writer, college faculty and professional--and channel 10—-semi-skilled, purchasing, farmer, supervisor, owner, writer, professional and those who chose not to respond--had a negligible number of respcnses. In the rural area the homemaker (seventy-nine and seventy-six percent) and educator (eight and eleven percent) again rank high at both channels. The next grouping is three percent. At channel 7 we note this includes the semi-skilled, service and stenographer-book- keeper and at channel 10 the semi-skilled, stenographer-bookkeeper and those who have retired. Among the group who make up two per- cent of the respondents we note farmer and professional categories appear in the lists for both channels. Retired is added at channel 7 and clerk and service at channel 10. Student is a common category for both channels among the group who make up one percent of the respondents. However, at channel 7 sales and clerk are included and at channel 10 writer and those who elected not to answer. A negligible number at channel 7 responded in the categories of skilled, purchasing, supervisor, owner, writer, college faculty and those who did not choose to answer. At channel 10 this grouping includes 75 skilled, sales, purchasing, supervisor, owner and college faculty. Among those not indicating their living area the pattern defi- nitely changes. Although homemaker ranks high at both channels (fifty and fifty-seven percent respectively) those who chose not to answer were the second highest group (twenty and twenty-nine per- cent respectively). At channel 7 the next group (ten percent) in- cludes educators and those who have retired and in fourth place service (three percent). The remainder of the categories--semi- skilled, skilled, sales, purchasing, clerk, stenographer-bookkeeper, farmer, supervisor, owner, writer, college faculty, student and professional--had a negligible number of responses. At channel 10, however, the professional category showed a response of fourteen percent and the remainder--semi-ski11ed, skilled, sales, purchas- ing, clerk, services, stenographer-bookkeeper, farmer, supervisor, owner, writer, educator, college faculty, student and retired--had so few responses as to be considered negligible. 76 TABLE 13 OCCUPATIONS OF HUSBANDS INDICATED BY THE TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) Senni-skflled Skflled Sales Purchasing Clerk Services hAanager Farmer Supervisor Educator College faculty Student VVriter Military or Government Owner Professional Single Divorced Deceased urban 781 17 suburban 518 14 rural 435 21 no ans W8 1' 51 24 Retired No answer 77 TABLE 13 CONTINUED urban suburban rural no answer 781 518 435 51 16 7 10 8 l9 8 5 24 78 Table 13 shows the occupations of the husbands of the total group of respondents. Thses occupations have been classified and then divided into the living areas indicated by the respondents. In the urban area the highest percentage (nineteen) is in the group who chose not to answer this question. However, close behind (eighteen percent) is the group identified as professional. This in turn is closely followed by the categories deceased (seventeen per- cent) and retired (sixteen percent). The percentages then drop (seven percent) to a group including semi-skilled, skilled and educators. Then on down (five percent) to college faculty, owner, and a group identified as single. Those engaged in. selling make up four percent of the total. Three percent are managers, supervisors and military or government employees. Students and service account for two per- cent each. Purchasers, clerks, farmers, and a group identified as divorced make up an additional one percent each. Writers are negli- gible in number. In the suburban area the picture changes entirely. Profession- als again make up eighteen percent but semi-skilled (fourteen per- cent) ranks second and skilled (nine percent) third. Educators and those who did not indicate any occupation account for an additional eight percent each with the retired following close behind (seven per- cent) and owners next (six percent). A group including sales, managers, supervisors and single account for four percent each. While three percent each are engaged in services and college faculty up “1.. .,c .N‘» y .1» ll‘ 311' l ’ i (1- sq, “III. F‘. a.) . .rPr ‘I it; n 79 or are deceased, one percent are students or writers and a negli- gible number are in purchasing or are divorced. Again the pattern changes in the rural area. Farmers make up the largest percentage (thirty-one) with semi~skilled (twenty-one percent), retired (ten percent), skilled (eight percent), professional (seven percent) and deceased (six percent) following in that order. Owners and those who chose not to answer account for five percent each and educators three percent. Two percent each are engaged in sales, as managers or college faculty and one percent each are purchasers, clerks, service, supervisors or in military or govern- ment employ. A negligible number are students, writers, divorced or single, Another different pattern emerges among those who chose not to identify their living area. The semi—skilled and those who chose not to indicate an occupation tied for tOp (twenty-four percent). The Percentage drops to eight for the retired and then to six each for the Skilled. sales and deceased. Services, college faculty and single account for four percent each while two percent each are clerks, farmers, supervisors, educators, students, owners, professionals and divorced. A negligible number are employed in purchasing, managing, writing or by the military or government. 80 TABLE 14 OCCUPATIONS OF HUSBANDS INDICATED BY THE RADIO LISTENERS AND NON-LISTENERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no 612 121 398 93 320 101 33 10 Semi-skilled 6 13 14 16 17 32 24 30 Skilled 20 12 8 10 8 8 6 0 Sales 5 4 5 2 2 0 3 10 Purchasing 0 2 1 0 l l 0 0 Clerk I 3 2 2 1 I 3 0 Services 2 2 2 4 l 0 6 0 Manager 3 4 5 l 2 2 o 0 Farmer 1 o 2 1 3o 35 3 o superVisor 2 4 4 2 1 2 3 o Educator 7 10 6 14 3 3 3 0 College faculty 6 0 3 3 3 0 6 0 Student 14 2 1 1 l 0 3 0 Writer 0 o 1 1 0 0 o 0 Military or Government 15 2 2 4 1 0 o 0 OWner 4 8 6 5 5 6 o 10 Professional 12 7 19 16 7 7 3 0 Single 6 2 4 3 0 1 6 o D. 1"Weed 1 o 0 o 1 o 3 o 81 TABLE 14 CONTINUED urban suburban rural no answer yes no yes no yes no yes no 612 121 398 93 320 101 33 10 Deceased 11 7 4 2 7 3 6 0 Retired 9 7 6 8 12 5 12 0 No answer 11 10 9 5 6 3 12 50 82 In Table 14 we see the responses of the radio listeners and non- listeners. In some living areas we see a parallel in the total group and in others a complete divergence. The urban area radio listeners are one of these contrasts. In this group skilled (twenty percent) rank high with military or govern- ment employees (fifteen percent), students (fourteen percent), pr 0- fessionals (twelve percent) and deceased and those who preferred not to respond (eleven percent each) following. Nine percent indicate retirement and seven percent are educators. A combination of semi— skilled, college faculty and single account for six percent each while sales (five percent), owner (four percent) and manager (two percent) follow closely. Services and supervisor account for two percent each. One percent are employed as clerks, farmers or are divorced but writing and purchasing are jobs of a negligible number. A close parallel to the total group appears in the suburban area. Professional again ranks high (nineteen percent) with semi-skilled even the same fourteen percent. Those who chose not to reply (nine percent), skilled (eight percent), educators, owners and the retired (six percent each) have only a slight variation in order and percent. Sales, manager (five percent each), supervisor and single (four per- cent each) again follow in the same order. Here, however, the deceased category (four percent) moves up to the next rank. College faculty (three percent), service, clerk, farmer and military or government employment again follow in the same order with a slight ~— u" 55" 3’" ‘ I . o‘- ~. V D... 6.. !" ... .I“ 1 Fu‘ 5. h" n»- 7" .r- u."., vigil - k .5 F6. U,‘| b L . 83 change in percentage (two percent each). Purchasing, student and writing account for one percent with only a slight percentage change in the first category. Again divorce accounts for only a negligible number. In the rural area we note even a more nearly parallel pattern with some changes in percentages. Again the farmer ranks high (thirty percent) with semi-skilled (seventeen percent), retired(twelve percent), Skilled, professional (the same eight and seven percent respectively), deceased (seven percent) owner and educator (the same five and three percent respectively), college faculty (three percent) but sales and manager still two percent. To purchasing, clerk, services, supervisor, and military and government personnel (one percent) we see an addition of student and the divorced leaving writers and the single categories with only a negligible number. Six percent chose not to reply to this question. Among those who did not indicate their living area there is again some similarity but not as marked. Semi-skilled ranks high (again at twenty-four percent) but the retired, and those who chose not to indicate the occupation account for twelve percent. Skilled, service, college faculty, single and deceased all tied at six percent. Another tie (three percent) includes sales, clerks, farmers, super- visors, educators, students, professionals and the divorced. This leaves purchasing, managers, writers, military and government employees and owners with a negligible number. put '. ,- L... .fiL. ~-~ is. ha.» a”. l I II FL.“ '1“ I h at H HI but: .Py e 6 Q . I . I a 0L . i .4‘ A. .‘M V . .\u ..A. . b A. ~ .5. . c . I I. 84 The non-radio listener in the urban area has still a different pattern from the total or radio listener. Here semi-skilled is the highest percentage (thireen) with skilled following closely (twelve percent), then educator and those who chose not to respond tie at ten percent and owners account for eight percent. The professionals, deceased and retired follow closely (seven percent). Another tie at four percent includes sales, manager and supervisor before clerk (three percent). Although two percent each are engaged in purchas- ing, services, military or government, or are single or student only a negligible number are farmers. college faculty, writers or are divorced. In the suburban area the top seven are again in similar order but with different percentages. The professional and semi-Skilled tied at the t0p (sixteen percent) with educators (fourteen percent) second, skilled (ten percent), retired (eight percent) and owner tied with those who chose not to answer (five percent). From here the categories change order to services and military and government employment (four percent); college faculty and single (three percent); sales, student and writer (one percent) and purchasing and divorced a negligible number. A similarity to the preceding rural groups exists with the non- listener but it is not as marked. In this group the farmer again ranks high (thirty-five percent) with semi-skilled (thirty-two percent) then skilled (eight percent), professional (seven percent), owner (six per- ..r' L,..- ,.'.... 52V ..- iC ... 11 CI. . I . «IF; «by» ebe $1. . . ulk F; ~ you 0. n v ah. Sr.“ 6 I I . Lul- nfln . L .1 n n aid I M . .‘6 h. E. -l\ LL . Ti .. u h I :U u u . ..l. N: .c .U tire I. A .U Q‘U h A U. U» I A 85 cent), retired (five percent) followed by educator, deceased and those who elected not to reply (three percent). Managers and supervisors tied at two percent, purchasing, clerks and single categories also tied (one percent) as did sales, service, college faculty, students, writers, military and government per sonnel and the divorced (a negligible number). Those who did not indicate their living area set their own pattern. Those who did not reply about the husband's occupation make up fifty percent. The semi-skilled number thirty percent and sales and owners ten percent each. The remainder--skilled, purchasing, clerk, service, manager, farmer, supervisor, educator, college faculty, student, writer, military or government employees, professional, single, divorced, deceased and retired--tallied so few responses as to be negligible. 86 TABLE 15 OCCUPATIONS OF HUSBANDS INDICATED BY THE TELEVISION VIEWERS AND NON-VIEWERS (IN PERCENTAGES) urban suburban rural no answer . yes no yes no yes no yes no Channel 7 344 269 168 227 155 160 16 10 Channel 10 410 212 333 95 175 131 21 7 Semi-skilled 8 13 16 14 15 29 19 30 7 8 12 7 15 27 29 29 Skilled 10 17 10 8 8 11 6 10 11 9 9 ‘4 10 8 5 14 Sales 4 12 3 5 2 2 13 0 5 3 5 4 3 1 15 0 Purchasing 1 8 1 2 1 0 O 2 1 l 0 0 Clerk 1 10 2 2 1 0 6 0 1 2 1 5 l 0 0 0 Services 1 10 0 5 1 0 0 0 1 4 0 1 1 5 0 Manager 2 12 5 5 3 1 0 0 4 2 5 5 2 0 0 Farmer 0 8 2 2 37 25 0 0 0 0 2 2 29 29 0 0 Supervisor 1 12 4 4 3 1 6 0 3 4 2 3 5 0 Educator 8 15 8 8 1 5 0 0 6 9 8 9 4 5 0 College faculty 7 12 5 1 2 3 6 0 2 9 2 0 6 0 14 Student 1 13 l 0 l 0 6 0 87 TABLE 15 CONTINUED urban suburban rural no answer yes no yes no yes no yes no Channel 7 344 269 168 227 155 160 16 10 Channel 10 410 212 333 95 175 131 21 7 Writer 0 0 0 1 0 0 0 O 0 0 1 0 0 0 0 0 Military or 3 ll 2 1 1 1 O 0 Government 4 2 2 0 l 2 0 0 Owner 6 l3 8 4 3 6 0 10 6 4 5 5 6 4 O 14 Professional 10 19 18 9 6 6 0 0 12 12 20 19 10 5 0 0 Single 5 13 3 4 o 1 6 o 7 4 3 3 0 1 5 0 Divorced 1 9 o o I o o 10 1 1 0 0 1 0 5 0 Deceased 15 16 2 5 4 6 6 o 7 10 4 3 5 5 10 0 Retired 15 13 7 6 13 6 6 10 10 6 6 6 9 9 5 0 No answer 15 18 7 5 4 19 30 oo o o .13. 11 8 14 29 88 In Table 15 the husband's occupations are noted for the tele- vision viewer and non-viewer. In the urban area as in the total group and radio listeners and non-listeners there is no. correlation between the occupations of channel 7 viewers and those at channel 10 At channel 7 the top percentage (fifteen) is shared by the categories of respondents whose husband is deceased or retired and those who Preferred not to answer. Skilled and professional groups follow (ten pe rcent) then semi-Skilled and educator (eight percent), college fattililty (seven percent), owner (six percent), Single (five percent), 3 ale 8 (four percent), military or government employee (three percent), m anager (two percent), purchasing, clerk, service, supervisor, S tudent and divorced (one percent) and farmer and writer a negligible l“kl-trl‘ber. Among the respondents from channel 10 those in professions r ank high (twelve percent) closely followed by the skilled and those Who chose not to reply to this question (eleven percent), retired (ten De I‘<:ent) then by the semi-skilled, single and deceased groups (seven p e rcent each), educator and owner (six percent), sales (five percent), 1-1—1 a~1'1ager and military or government personnel (four percent), S e I‘Vices and supervisor (three percent), college faculty (two percent), Q l e I‘k, students and deceased (one percent) and purchasing, farmer and Writer (a negligible number). Among the suburban viewers there is some similarity between th Q I C I . teleVISion channels and With the other two tables--tota1 and radio. 89 At both channels the professional category ranks highest (eighteen and twenty percent respectively) followed by semi-skilled (sixteen and twelve percent), skilled (ten and nine percent), education at both channels and owner at channel 7 (eight percent), retired (seven and six percent), manager (five percent) joined at channel 7 by college faculty and at channel 10 by sales and owner. Supervisor (four per- Ce nt at both channels) is tied percentage-wise at channel 10 by Those who are single make up 8 e rvice, supervisor and deceased. Farmers t11.1:‘ee percent at both channels as do sales at channel 7. and military and govenment employees make up two percent at both Channels as do clerk and deceased at channel 7 and college faculty at C1'la-I'inel 10. Students account for one percent at both channels as do purChasing at channel 7 and clerks and writers at channel 10. A he g1 igible number are recorded for service, writer and divorced at Q11iirrnel 7 and purchasing and divorced at channel 10. Those who Q h 08 e not to reply make up six percent. The rural residents, as in the other tables, show more corre- l a - t 10:1. Farmer is the largest grouping (thirty-seven and twenty-nine D e 1‘ centage-wise at eight between those 20-29 and those 60-69. Another change appears in those choosing not to indicate their living area. The age brackets of 40-49 and Over 70 tied percentage- wise (twenty-seven) for the peak. The secondary percentage peak was again a tie (eighteen) for those 50-59 and those choosing not to answer. In the urban area the smaller groups among the non-listeners are those over 70 (seven percent) and those under 20 years (one per- cent). In the suburban area those in the age brackets of 60-69 and over 113 70 both made up four percent of the group responding while those under 20 years were negligible. Rural respondents who do not listen are fewest percentage- wise among those over 70 (two percent) and under 20 years (one percent). Those not indicating their living area showed that nine percent of the non-listening group are in the 30-39 year age bracket and that those 60-69, 20-29 and under 20 years are a negligible number. Although the percentage changed the relationships to those who chose not to answer are somewhat similar--ten percent in the urban area, six percent in the suburban, one percent in the rural and as mentioned before eighteen percent preferred not to answer either question. 114 TABLE 21 AGE LEVEL INDICATED BY THE TELEVISION VIEWERS AND NON-VIEWERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no Channel 7 314 272 158 227 154 168 16 13 Channel 10 398 213 325 96 173 131 22.... 9 Under 20 2 1 0 O 0 l 0 0 2 O 0 O l 0 0 0 20 to 29 9 12 8 9 4 9 6 0 10 10 ll '. 7 6 7 5 O 30 to 39 18 21 27 33 16 24 6 31 18 20 29 31 20 26 5 22 40 to 49 19. 21 27 - 26 22 34 31 15 19 23 26 32 26 28 32 22 50 to 59 21 19 16 16 29 15 6 15 22 22 15 9 20 24 5 22 60 to 69 17 ll 13 7 21 12 13 15 17 10 10 ll 21 ll 23 11 Over 70 8 10 3 4 5 2 .13 0 6 10 3 3 5 2 14 0 No answer 7 5 6 4 2 2 25 23 6 4 5 5 2 2 18 22 Total 101 100 100 99 99 99 100 99 100 99 99 98 100 100 102 99 115 In Table 21 we note that the age pattern for viewers and non- viewers of educational television in Oregon are somewhat similar to those of the total group of respondents and to the listeners and non- listeners of KOAC radio. In the urban area the viewers of both channels 7 and 10 peak at the 50-59 age group with twenty-one and twenty-two percent respec- tively. The secondary peak is at 40-49 years with. nineteen percent for both channels. A small drop--to eighteen percent for both channels--occurs for those 30-39 years and again to seventeen per- cent for those 60-69 years. In the suburban area the pattern is not quite as clear. The peak for channel 7 is tied at twenty-seven percent for those 30-39 and 40-49, while in the channel 10 area those 30-39 make up twenty- nine percent of the audience and those 40-49 twenty-six percent. The third place percentage-wise is in the 50-59 year age bracket with sixteen and fifteen percent respectively for channels 7 and 10. In the channel 7 area those 60-69 make up thirteen percent of the audience but in the channel 10 area it is ten percent. Instead the next high percentage for channel 10 (eleven percent) is for those in the 20-29 year bracket. Channel 7 has eight percent in this category. In the rural area the pattern is similar but the percentages for the two channels differ somewhat. At channel 7 the peak age group is 50-59 years (twenty-nine percent) with those in the 40-49 age group second (twenty-two percent) and the percentage (twenty-one) dropping 116 slightly for those 60-69. This same percentage holds true for this same group at channel 10. However, this is the secondary peak. . The highest percentage there is in the 40-49 year age bracket-- twenty-six percent--and those 30-39 and 50-59 are tied at twenty percent. Among those who chose not to indicate their living area both channels peaked at the 40-49 year age group—-thirty-one and thirty- two percent respectively for channels 7 and 10. The secondary peak here was at the 60-69 age level with thirteen and twenty-three per- cent respectively. Among those over 70 a similarity occurs in thirteen and fourteen percent for channels 7 and 10. Similar per- centages appear in three other age groupings--20-29, 30-39 and 50- 59--six percent for channel 7 and five percent for channel 10. A negligible number in both cases are under 20 years. In the urban area viewers in the 20-29 age bracket account for nine and ten percent of the audience for channels 7 and 10 respectively and in those over 70 years eight and six percent. Those under 20 years make up two percent for both channels. In‘the suburban area three percent of the audience is over 70 years for both channels and there is a negligible number under 20 years. In the rural area those over 70 years account for five percent of the audience for both channels. Those20-29 make up four and six percent reSpectively for channels 7 and 10 while those under 20 117 years are negligible for channel 7 and nearly so (one percent) for channel 10. Those choosing not to answer the question for channels 7 and 10 respectively were in the urban area seven and six percent, in the suburban area six and five percent, and in the rural area two percent. Twenty-five and eighteen percent chose not to answer either question. A close look at the non-viewer indicates some similarities in the higher percentages. In the urban area channel 7 has two groups--30-39 and 40-49-- tied at twenty-one percent and a third group--50-59 years--at nine- teen percent. While channel 10 peaks with the 40-49 year age group at twenty-three percent, the percentage drops to twenty-two for those 50-59 and declines to twenty percent for those 30-39 years. For those 20-29 and over 70 years the percentage is ten for both channels. At the 60-69 year age level the percentages are eleven and ten re- Spectively and for those under 20 one percent for channel 7 and negli— gible for channel 10. In the suburban area there is little parallel between the two Channels. The channel 7 peak is at the 30-39 age group with thirty- three percent. This compares to thirty-one percent for channel 10 which peaks at the 40-49 age group. Here the percentages are twenty- six and thirty-two respectively. The next group at channel 7 is the 50-59. The percentages are sixteen and nine respectively. For the 60-69 age group seven and eleven percent and for those over 70 four 118 and three percent. Among the 20-29 group the percentage is nine and seven respectively, but for both channels the number is negligible for those under 20 years. More similarities are evident in the rural area. The peak for both the channels is among those 40-49 years--thirty-four and twenty- eight percent. The secondary peak for both is among the 30-39 age group with twenty-four and twenty-six percent. Those 50-59 years make up fifteen and twenty-four percent Of the audience for channels 7 and 10 respectively. Another similarity is among those 20-29 years with nine and seven percent respectively. For those over 70 both channels have two percent and for those under 20 the channel 7 num- ber is small (one percent) and the channel 10 negligible. 1 Those not indicating their living area have also set up a similar pattern for both channel 7 and 10. The largest group-- thirty-one and twenty-two percent--are 30-39 years. Those 40-49 and 50-59 tied with fifteen and twenty-two percent respectively. Fifteen and eleven percent respectively represent the group in the 60-69 age bracket. In the over 70, 20-29 and under 20 year groups the numbers are negligible. Of those who chose not to answer we find five and four percent respectively in the urban area, four and five percent in the suburban area and two percent for both channels in the rural area. Twenty- three and twenty-two percent chose not to answer either question. 119 TABLE 22 AGES OF CHILDREN INDICATED BY THE TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) urban suburban rural no answer 781 515 435 56 . Under 6 years 19 26 17 7 Under 12 years 22 29 25 20 Under 18 years 20 27 26 20 120 In Table 22 we note an analysis of the age groups of the Child- ren of the total number of respondents again divided into living areas. In this particular table we note that in both the urban and sub- urban areas the greatest number of children are in the group of under 12 years (twenty-two and twenty-nine percent respectively). In both cases the percentages drop slightly for those under 6 years (nineteen and twenty-six percent respectively) and for those under 18 years (twenty-six and twenty—seven percent respectively). Those in the rural area responded in much the same manner except that the percentages for those under 12 and under 18 are closer and the latter has the higher percentage (twenty-five and twenty-six percent) with a drop (seventeen percent) for those under 6 years. Among those who chose not to indicate their living area a similar pattern emerges except that here the two older groups have the same number (twenty percent) and a much smaller group (seven percent) in the under 6 year category. 121 TABLE 23 AGES OF CHILDREN INDICATED BY THE RADIO LISTENERS AND NON-LISTENERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no 608 121 394 93 319 102 36 11 Under 6 years 17 25 27 25 16 21 ll 0 Under 12 years 22 24 30 29 21 35 17 27 Under 18 years 20 24 26 32 26 28 19 27 122 Table 23 indicates the ages of the children for the radio listeners and non-listeners. Here among the listeners in the urban and suburban areas we see the same pattern as for the same areas for the total number of respondents. The under 12 year age group ranks high (twenty-two and thirty percent respectively) with a drop for those under 18 in the urban area to twenty percent and to seventeen percent for those under 6. In the suburban area the second largest group is those under 6 (twenty-seven percent) and nearly the same number (twenty- six percent) for those under 18. The rural area respondents and those who chose not to indicate their living area increase percentage-wise from those under 6 (six- teen and eleven percent respectively) to under 12 (twenty-one and seventeen percent) and then to under 18 (twenty-six and nineteen percenfl. The patterns change entirely for the non-listeners. In the urban area the under 6 year category is the largest (twenty-five per- cent) with a small decrease (twenty-four percent each for the under 12 and under 18 year groups). The under 18 year group in the suburban area is the largest (thirty-two percent) with a decrease (twenty-nine percent) for those under 12 and then another (twenty-five percent) for those under 6 years. 123 Rural residents indicate the largest number of children in the under :12 year group (thirty-five percent) with the next largest category (twenty-eight percent) under 18 years and the smallest (twenty-one percent) under 6 years. Among those who did not indicate their living area the under 12 and under 18 year groups tied percentage -wise (twenty-seven percent each) while the under 6 year category shows only a negligible number. 1-24 TABLE 24 AGES OF CHILDREN INDICATED BY THE TELEVISION VIEWERS AND NON-VIEWERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no Channel 7 314 272 158 227 154 168 l6 13 Channel 10 398 213 325 96 173 131 22 9 Under 6 years 18 21 25 28 14 24 13 23 17 23 27 31 19 21 5 11 Under 12 years 23 24 28 30 18 34 25 31 19 27 29 35 27 31 18 33 Under 18 years 20 20 25 27 26 28 31 8 21 20 29 21 27 29 32 ll 125 Table 24 shows the numbers of children among viewers and non-viewers of channels 7 and 10 again divided into living areas. Again we note among the urban and suburban viewers of channel 7 that the largest percentage (twenty-three and twenty-eight percent respectively) is in the under 12 year category. In the urban area the percentage declines (twenty percent) for those under 18 years and still lower (eighteen percent ) for those under 6 years. In the suburban area the two groups--under 6 and 18-- both decline to the same percentage (twenty-five). At channel 10 the pattern differs. In the urban area the largest percentage (twenty-one) is in the under 18 category then drops (nineteen percent) to those under 12 and declines still further (seventeen percent) for those under 6 years. In the suburban area the same percentage (twenty-nine). for both the under 18 and under 12 year groups with a slight decline (twenty-seven percent) for those under 6 years. This is the same trend noted in the rural area as well as for those who did not indicate their living area. At channel 7 the largest group is under 18 (twenty-six and thirty-one percent respectively) with the next category the under 12 years (eighteen and twenty-five percent respectively) and then the under 6 (fourteen and thirteen percent respectively). At channel 10 we find a tie in the rural area between those under 18 and under 12 years (twenty-seven percent) and then a drop to those under 6 (nineteen percent). However, 126 among those not indicating their living area the largest percentage (thirty-two) is among those under 18 years, then a drop (eighteen percent) to those under 12 years and then declines still further (five percent) to those under 6 years. The non-viewing group at both channels 7 and 10 set a new pattern in the urban and suburban groups. The largest percentages (twenty-four and twenty-seven percent and thirty and thirty-five per- cent respectively) are in the under 12 year age groups but the sec- ond largest groups (twenty-one and twenty-three percent and twenty- eight and thirty-one percent respectively) the under 6 year and then the smallest (twenty and twenty percent and twenty-seven and twenty- one percent reSpectively) the under 18 year age group. In the rural area the under 12 year age group is again the largest at both channels (thirty-four and thirty-one percent reSpec- tively). This table, however, shows the second largest group to be the under 18 years (twenty-eight and twenty-nine percent respective- ly) and the smallest (twenty-four and twenty-one percent respectively) the under 6 years. Among those who did not indicate their living area we again see the largest group is those under 12. At channel 7 this is thirty- one percent with the under 6 year Olds next (twenty-three percent) and then those under 18 (eight percent). At channel 10 those under 12 make up thirty-three percent of the total with the under 6 and under 18 age groups tied at eleven percent. 127 TABLE 25 METHODS OF HEATING INDICATED BY THE TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) urban suburban rural no answer 781 515 435 56 Gas l4 l3 2 12 Electric 20 25 20 32 Wood 3 2 23 4 Oil 47 45 31 27 Sawdust 3 2 2 0 Combination 10 ll 18 13 No answer 2 2 4 12 Total 99 100 100 100 128 Table 25 shows the methods of heating indicated by the total number of respondents again divided into urban, suburban and rural areas as well as those who chose not to give this information. In these responses we note much similarity especially in the urban and suburban areas. In these two living areas the order of types of heat are the same but the percentages differ. Oil ranks first (forty-seven and forty-five percent respectively) with electricity second (twenty and twenty-five percent)‘and gas third (fourteen and thirteen percent). A combination of at least two types of heating methods is fourth (ten and eleven per- cent) followed in the urban area by wood and sawdust (three percent each). Two percent elected not to reply to this question.. In the suburban area wood and sawdust are used by two percent each for heating their homes. Again a similar percentage chose not to reply. In the rural area oil again ranked high (thirty-one percent) but with wood second (twenty-three percent) followed by electricity (twenty percent). Again a combination of methods ranked fourth (eighteen per- cent) with two percent each indicating the use of gas and sawdust. Here four percent elected not to respond. Among those not indicating their living area electricity has the highest percentage of use (thirty-two) with oil second (twenty-seven percent) and a combination third (thirteen percent). Gas follows closely (twelve percent) and then there is a major drop to wood (four 129 percent) and sawdust (a negligible number). In this group twelve per- cent chose not to indicate their heating method. 130 TABLE 26 METHODS OF HEATING INDICATED BY THE RADIO LISTENERS AND NON-LISTENERS (HIPERCENTAOES) urban suburban rural no answe r yes no yes no yes no yes no 608 121 394 '93 319 102 36 11 Gas 15 14 15 8 2 2 ll 18 Electric 21 19 25 27 18 26 36 27 Wood 3 5 3 2 24 22 3 9 Oil 46 50 44 47 29 34 36 9 Sawdust 3 2 3 0 3 O 0 0 Combination 10 10 9 13 21 15 8 18 NO answer 2 l 2 3 4 l 6 18 Total 100’ 101 101 100 101 100 100 100 131 Table 26 indicates the methods Of heating used by radio listen- ers and non-listeners. Here again those responding are divided into living areas. Especially among the listeners we note a great similarity in response to the total group. Again in the urban and suburban areas oil is the method used by the largest number (forty-six and forty-four percent respectively) with electricity second (twenty-one and twenty-five percent) and gas third (fifteen percent each). A combination of at least two methods is next (ten and nine percent) followed by woOd and sawdust (three percent each in both living areas). Another two percent each did not respond to this question. Oil again ranks high in the rural area (twenty—nine percent) and wood is second (twenty-four percent). The difference we note from the total group in an exchange in positions for a combination of heat- ing methods (twenty-one percent) and electricity (eighteen percent). These are followed by sawdust (three percent) and gas (two percent). Again four percent chose not to reply. Electricity and Oil tie (thirty-six percent) for the largest number of users among those who did not indicate their living area. Gas (eleven percent) and a combination of methods (eight percent) are another reversal from the total group but again wood follows (three percent) and then sawdust (a negligible number). In this instance six percent elected not to reply. 132 The non-listener in the urban area indicates a pattern similar to that of the listeners and the total group. Oil again ranks first (fifty percent) with electricity second (nineteen percent), gas third (fourteen percent) and combination (ten percent) next. These are followed by wood (five percent) and sawdust (two percent). One percent chose not to respond. In the suburban area oil and electricity again rank in that order (forty-seven and twenty-seven percent respectively) but gas and a combination of methods reverse (eight and thirteen percent). However, wood then follows (two percent) and then sawdust ( a negligible number). In this instance three percent did not reply. The rural residents Show a change in pattern by following Oil (thirty-four percent) with electricity (twenty-six percent) then wood (twenty-two percent), a combination Of methods (fifteen percent), gas (two percent) and sawdust( a negligible number). Here one percent did not choose to respond. The group who chose not to indicate their living area again rank electricity high (twenty-seven percent) followed by in this case both gas and a combination of methods (eighteen percent each) and then by wood and oil (nine percent each). Sawdust had a negligible number Of responses while eighteen percent chose not to reply. 133 TABLE 27 METHODS OF HEATING INDICATED BY THE TELEVISION VIEWERS AND NON-VIEWERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no Channel 7 314 272 158 227 154 168 l6 13 Channel 10 398 213 325 96 173 131 22 9 Gas 15 ll 12 15 4 l 13 15 14 15 ll 2 2 14 11 Electric 24 18 25 25 18 23 38 54 17 25 24 25 23 19 23 44 Wood 2 2 1 2 23 22 O 2 3 2 2 15 21 O 11 Oil 43 52 44 45 ' 30 31 25 15 52 4O 47 41 39 31 50 0 Sawdust 5 l 5 1 5 l O O 3 l l 0 0 Combination 10 13 12 10 17 ’20 19 15 10 13 9 15 16 21 9 22 NO answer 2 l 2 5 3 6 2 l 2 3 2 5 11 Total 101 .99 100 .100 102 101 101 100 101 101 100 100 99 101 101 99 134 Similarities in heating methods again Show up in Table 27 which indicates the responses of the television viewer and non-viewer. Again the responses are classified by living area. In the urban and suburban areas the order for both channel 7 and channel 10 viewers (with one exception) is the same as that for the radio listeners and the total group. Oil again ranks high (forty- three and fifty-two percent for channel 7 and 10 in the urban area and forty-four and forty-seven percent in the suburban area). Elec- tricity is second (twenty—four and seventeen percent and twenty-five and twenty-four percent) with gas third (fifteen and fifteen percent and twelve and fifteen percent). A combination of methods is next (ten and ten percent and twelve and nine percent). Sawdust in the urban area is next (five and three percent) but in the Suburban area is next at channel 7 (five percent) but drops at channel 10 (one per- cent). Wood follows except at channel 10 in the suburban area (two and two percent and one and two percent). Those who preferred not to respond made up two percent each at both channels in the urban area and in the suburban area one percent at channel 7 and two percent at channel 10. In the rural area the two channels have different responses. At channel 7 the order is oil (thirty percent), wood (twenty-three per- cent), electricity (eighteen percent), combination (seventeen percent), sawdust (five percent) and gas (four percent) with another five 135 percent choosing not to respond. At channel 10 the order is oil (thirty-nine percent), electricity (twenty-three percent), combination (sixteen percent), wood (fifteen percent), gas (two percent) and saw- dust (one percent) with three percent choosing not to respond. Among those electing not to indicate their living area we again see a dissimilarity in the two channels. At channel 7 the order is electricity (thirty-eight percent), oil (twenty-five percent), combin- ation (nineteen percent), gas (thirteen percent) and wood and sawdust a negligible number. In addition six percent elected not to reply. At channel 10, however, the order begins with oil (fifty percent), then electricity (twenty-three percent), gas (fourteen percent), combin- ation (nine percent) and again wood and sawdust a negligible number. In this case five percent chose not to respond. The non-viewers in the urban and suburban areas at both channels follow the pattern of the viewers with the exception of one or two exchanges in rank. That is in the urban area oil is again high at both channels (fifty-two and forty percent respectively) followed by electricity (eighteen and twenty-five percent). The third and fourth places are at channel 7 combination and gas (thirteen and eleven per- cent).while at channel 10 gas and combination (fourteen and thirteen percent). Another reversal is indicated with wood and sawdust. At channel 7 the percentages are two and one respectively while at channel 10 three and five. Those who did not choose to respond make 136 up an additional two and one percent respectively. A similar situation exists in the suburban area. Oil is first at both channels (forty-five and forty-one percent respectively) followed by electricity (twenty-five percent each). Gas and a combination of methods at channel 7 are fifteen and ten percent reSpectively and eleven and fifteen percent at channel 10. Wood and sawdust at channel 7 make up two and one percent respectively but at channel 10 two and four percent. In both cases two percent did not reply. In the rural area we see as much difference among the non— viewers as Viewers in comparing the two channels. In neither is there any similarity to the viewer at each channel. Channel 7 again has oil at the top of the list (thirty-one percent) but this time it is followed by electricity (twenty-three percent), wood (twenty—two per- cent), combination (twenty percent) and gas and sawdust (one percent each). An additional three percent chose not to reply. Oil at the same thirty-one percent tops the list at channel 10 but wood and a combination of methods tie percentage-wise for second place (twenty- one percent) followed by electricity (ten percent), sawdust (five per- cent) and gas (two percent). Another two percent chose not to respond to this question. Non-viewers in the group who did not indicate their living area listed electricity first for both channels (fifty-four and forty-four per- cent reSpectively). Here again the similarity ends. At channel 7 the 137 order then is oil and combination of methods (fifteen percent each), gas (eight percent) and wood and sawdust a negligible number. At channel 10 combination is second (twenty-two percent) followed by gas and wood (eleven percent each) and a negligible number using oil and sawdust. Those who chose not to respond add eight percent at channel 7 and eleven percent at channel 10. TYPES OF RANGE 138 TABLE 28 USED BY THE TOTAL NUMBER OF RESPONDENTS Gas Electric Wood El ectronic C ombination No answer Total (IN PERCENTAGES) urban 781 88 100 suburban 515 89 99 rural 435 84 99 no answer 56 70 21 100 139 Table 28 indicates the type of range used in cooking in the urban, suburban and rural areas by the total number responding to the questionnaire. In all areas electric ranks by far the highest; however, the order of other methods varies with the living area. In the urban area after electric (eighty-eight percent) the order is gas (seven percent) and wood, electronic and a combination of methods tying percentage- wise (one percent each). Two percent chose not to respond. Those in the suburban areas and those who did not indicate their living area are somewhat similar in their response. Electric (eighty-nine and seventy percent respectively) is followed by gas (five and seven percent), combination (two percent each) and wood and electronic a negligible number in both cases. However, in the suburban area three percent chose not to respond and in the other group it was twenty-one percent. Rural area respondents also ranked electric first (eighty-four percent) and then listed combination (nine percent), gas (three per- cent), wood (two percent) and electronic a negligible number. One percent chose not to respond. 140 TABLE 29 TYPES OF RANGE USED BY THE RADIO LISTENERS AND NON-LISTENERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no 608 121 394 93 319 102 36 11 Gas 7 9 6 4 3 5 8 9 Electric 90 85 89 90 82 88 75 64 Wood 0 0 O O 3 2 0 0 Electronic 0 2 O l 0 0 O 0 Combination l 2 2 2 ll 4 0 9 NO answer i l 2 3 2 l l 17 18 Total 99 100 100 99 100 100 100 100 141 The types of ranges used by radio listeners and non-listeners are shown in Table 29. We see many similarities among the listeners and the total group. In the urban and suburban areas the order is the same as for the total suburban group. That is, electric (ninety and eighty-nine percent respectively), gas (seven and six percent), combination (one and two percent) and wood and electronic a negligible number in each case. Those who chose not to respond made up one percent in the urban area and three percent in the suburban area. Again in the rural area the pattern follows that for the total group--electric (eighty-two percent), combination (eleven percent), gas and wood (three percent each) and electronic a negligible number. Again one percent chose not to respond. Those who did not indicate their living area show their cooking facilities to be similar to the urban area of the total group. That is electric is again high (seventy-five percent) followed by gas (eight percent) and a negligible number of wood, electronic and combination. However, seventeen percent chose not to answer this question. The non-viewer again indicates that the electric range is the most prevalent: In the urban area eighty-five percent indicate this. An additional nine percent use gas and two percent each electronic and a combination of methods while a negligible number use wood. Another two percent did not reply. In the suburban area the order is electric (ninety percent), gas 142 (four percent), combination (two percent), electronic (one percent) and a negligible use of wood. Here again two percent did not respond. A similarity among rural residents and those not indicating their living area is indicated by this order--e1ectric (eighty-eight and sixty-four percent respectively), gas (five and nine percent), combination (four and nine percent), wood (two percent and a negli- gible number) and electronic negligible in both cases. Those who chose not to answer, however, were one percent and eighteen per- cent re spectively. TYPES OF RANGE 143 TABLE 30 USED BY THE TELEVISION VIEWERS AND NON-VIEWERS Channel 7 Channel 10 Gas Electric Wood Electronic Combination No answer T otal (IN PERCENTAGES) urban yes no 314 272 398 213 5 7 7 6 91 90 89 89 0 0 O 0 O l l l 1 2 1 2 3 0 2 1 100 100 100 99 suburban yes no 158 227 325 96 8 4 5 3 84 91 90 93 0 0 O 0 l 0 l O 3 l 2 l 4 3 2 3 100 99 100 100 rural yes no 154 168 173 131 3 3 3 3 84 86 84 88 l 2 2 1 0 0 O 0 10 8 9 8 1 1 1 O 99 100 99 100 no ans we r yes 16 22 O 81 86 O O 19 14 100 100 no 13 9 15 22 77 67 O CO 100 100 144 Table 30 which indicates the method of cooking used by tele- vision viewers and non-viewers at both channels has very definite patterns that parallel those of the radio listener and non-listener and the total group. The urban and suburban group and those who chose not to reply show one pattern and the rural residents another. The difference is in the percentages. In the urban area we note at channels 7 and 10 that electric is ninety-one and eighty-nine percent respectively followed by gas (five and seven percent), combination (one percent each), electronic (negligible and one percent) and wood a negligible number in both cases. Those who declined to respond were three and two percent respectively. The same order exists in the suburban area but the percentages are--electric (eighty-four and ninety), gas (eight and five), combi- nation (three and two), electronic (one each) and wood a negligible number. The no answer groups were four and two percent respectively. Among those not indicating their living area the percentages differed again--electric (eighty-one and eighty-six), gas, combi- nation, electronic and wood a negligible number at both channels. Those who did not respond made up nineteen and fourteen percent respectively. Rural respondents changed the pattern to list electric first (eighty-four percent for both channels) but to follow with a combina- tion of methods (ten and nine percent respectively), gas (three percent 145 each), wood (one and two percent) and electronic a negligible number. Those not responding were one percent at each channel. Among the non-viewers these same patterns apply. The rural resident again ranks electric first (eighty-six and eighty-eight per- cent) then a combination (eight percent each), gas (three percent each), wood (two and one percent) and electronic a negligible number. Those who chose not to reply were one percent at channel 7 and a negligible number at channel 10. The urban, suburban and those who did not make this distinc- tion again follow a similar pattern. Percentages in the urban area are--electric (ninety and eighty-nine percent), gas (seven and six percent), combination (two percent each), electronic (one percent each) and wood a negligible number. Those who did not answer ac- counted for a negligible number at channel 7 and one percent at channel 10. In the suburban area the percentages are again the main dis- tinction. Ninety-one and ninety-three percent respectively use electricity, four and three percent gas, one percent each use a com- bination of methods and a negligible number have electronic or wood. In both cases (channel 7 and 10) three percent did not respond. Those who did not indicate their living area again listed electric first (seventy-seven and sixty-seven percent respectively) with gas (fifteen and eight percent) second. Wood, electronic and a combina- tion of methods all had a negligible number of responses but those who did not-respond were eight and eleven percent‘respectiVely." 146 TABLE 31 TYPES OF LAUNDRY EQUIPMENT USED BY THE TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) urban suburban rural no answer 781 515 435 56 Washer Automatic 74 85 68 57 Conventional 14 8 27 25 Both 1 2 2 0 No answer 11 5 4 18 Total 100 100 101 100 Dryer Gas 1 2 0 4 Electric 52 70 6O 38 No answer 46 28 40 59 Total 99 100 100 101 147 Table 31 indicates the laundry equipment possessed by the total number of respondents. The pattern for the types of equipment remains constant in all living areas. The variable is among those who did not answer. . This could mean that they did not have this equipment or that they elected not to answer. The automatic washer ranks high with seventy-four percent in the urban area, eighty-five percent in the suburban, sixty-eight per- cent in the rural and fifty-seven percent among those not making this distinction. These same groups indicate possession Of conventional washers--fourteen, eight, twenty-seven and twenty-five percent respectively. A few--one, two, two and zero percent respectively-- indicated they had both an automatic and a conventional washer. The type of dryer indicated was by far an electric--fifty—two, seventy, sixty and twenty-eight percent--with gas accounting for only one, two, zero and four percent. Those who did not reply made up a significant number--forty-six, twenty-eight, forty and fifty-nine percent re spectively. 148 TABLE 32 TYPES OF LAUNDRY EQUIPMENT USED BY THE RADIO LISTENERS AND NON-LISTENERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no 608 121 394 93 319 102 36 11 Washer Automatic 74 75 85 86 66 73 64 45 Conventional 14 15 9 5 28 25 22 36 Both 1 2 l l 2 2 O 0 NO answer 11 8 5 8 5 l l4 18 Total 100 100 100 100 101 101 100 99 Dryer Gas 1 2 2 1 O 0 6 0 Electric 52 54 68 78 59 63 39 36 No answer 47 45 3O 21 41 37 56 64 Total 100 101 100 100 100 100 101 100 149 In Table 32 we see the same pattern of ownership of laundry equipment among radio listeners and non-listeners as the total group. Again the automatic washer ranked high--seventy-four, eighty- five, sixty-six and sixty-four percent respectively in the urban, sub- urban, rural areas and among those who did not indicate this informa- tion. The owners of conventional washers accounted for fourteen, nine, twenty-eight and twenty-two percent while those who own both are one, one, two and zero percent. Those who did not reply make up eleven, five, five and fourteen percent. In this same group electric dryers again ran high--fifty-two, sixty-eight, fifty-nine and thirty-nine percent-—with gas one, two, zero and six percent. It is the group who did not answer that makes up the other large group--forty-seven, thirty, forty-one and thirty- nine percent. The radio non-listener is very similar to the listener in the response to this question. The percentage of ownership of automatic washers is seventy-five, eighty-six, seventy-three and forty-five while conventional models is fifteen, five, twenty—five and thirty-six percent. Some again indicate ownership of both models--two, one, two and zero percent. Those who did not reply numbered eight, eight, one and eighteen percent. The pattern for dryers also repeats with electric the high group--fifty-four, seventy-eight, sixty-three and thirty-six percent and gas two, one, zero and zero percent. Of course, those who did 150 not reply numbered forty-five, twenty-one, thirty—seven and sixty- four percent. 151 TABLE 33 TYPES OF LAUNDRY EQUIPMENT USED BY THE TELEVISION VIEWERS AND NON-VIEWERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no Channel 7 314 272 158 227 154 168 16 13 Channel 10 398 213 325 96 173 131 22 9 Washer Automatic 78 74 85 87 72 73 56 77 77 72 87 90 73 74 68 67 Conventional 13 15 ll 7 21 23 25 15 13 15 8 5 24 21 23 22 Both 0 l 0 2 3 l O 0 2 l 1 2 l O 0 No answer 9 10 4 4 4 3 19 9 12 4 4 2 5 9 11 Total 100 100 100 100 100 100 100 100 101 99 100 100 101 101 100 100 Dryer Gas 1 l 2 2 O l 6 0 l l 2 0 0 0 5 0 Electric 59 50 74 71 64 61 44 54 51 60 70 81 67 63 36 56 NO answer 41 49 24 27 36 38 50 46 47 39 28 19 33 37 59 44 Total 101 100 100 100 100 100 100 100 99 100 100 100 100 100 100 100 152 Table 33 which shows the laundry equipment ownership for the television viewer and non-viewer is a near duplication of Table 31 and 32. Again the automatic washer ranks high in the urban, suburban ' and rural areas as well as among those who did not indicate their living area. This is true at both channel 7 and 10. The percentages of the viewers run seventy-eight, eighty-five, seventy-two and fifty- six at channel 7 and seventy-seven, eighty-seven, seventy-three and sixty-eight at channel 10. For conventional washers the percentages are thirteen, eleven, twenty-one and twenty-five at channel 7 and thirteen, eight, twenty-four and twenty-three at channel 10. Again a small percentage own both models--zero, zero, three and zero and two, one, two and zero respectively. Those who did not reply account for nine, four, four and nineteen percent and nine, four, two and nine percent respectively. Those owning electric dryers number fifty-nine, seventy-four, sixty-four, and forty-four percent at channel 7 and fifty-one, seventy, sixty-seven and thirty-six percent at channel 10 while gas is one, two, zero and six percent and one, two, zero and five percent. Those who did not reply are a fairly large proportion--forty-one, twenty- four, thirty-six and fifty percent and forty-seven, twenty-eight, thirty-three and fifty-nine percent. The non-viewing group has an equally large number of auto- matic washers--seventy-four, eighty-seven, seventy-three and 153 seventy-seven percent at channel 7 and seventy-two, ninety, seventy- four and sixty-seven percent at channel 10. The number of conven- tional models is again proportionately similar--fifteen, seven, twenty-three and fifteen percent and fifteen, five, twenty-one and twenty-two percent. Again the group who own both is small--one, two, one and zero percent and zero, one, one and zero percent. Those who did not answer made up ten, four, three and eight percent and twelve, four, five and eleven percent. Among dryer owners the percentages are again similar-- electric fifty, seventy-one, sixty-one and fifty-four percent and sixty, eighty, sixty-three and fifty-six percent. Gas is one, two, one and zero percent and one, zero, zero and zero percent. Those who did not reply again make up an appreciable group--forty-nine, twenty- seven, thirty-eight and forty-six percent and thirty-nine, nineteen, thirty-seven and forty-four percent. 154 TABLE 34 TYPES OF REFIRGERATION EQUIPMENT USED BY THE TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) urban suburban rural no answer 781 515 435 56 Refrigerator Gas 1 l O 0 Electric 97 97 98 80 NO answer 2 2 1 20 Total 100 100 99 100 Freezer Upright 21 30 28 29 Chest 18 23 36 18 Both 1 1 2 O NO answer 61 45 34 54 Total 101 99 100 101 155 Refrigeration equipment owned by the total number of respond- ents is noted in Table 34. This information is again divided into living areas. We see that electric refrigerators are the most abundant with very few not answering (either because they did not own that ap- pliance or because they did not choose to respond). However, the tabulations for the question regarding freezers shows this group which did not respond to be the largest except in the rural area. In the urban, suburban and rural areas electric refrigerators are owned by ninety-seven, ninety-seven and ninety-eight percent respectively with gas refrigerators numbering only one, one and zero percent in the same categories. Those who did not reply made up two, two and one percent, In the group who did not indicate their living area, however, the number of electric refrigerators dropped to eighty percent and twenty percent chose not to answer. Only a negligible number of gas refrigerators were indicated. The pattern for freezers is similar in the urban and suburban areas and among those who did not make this distinction. The number of those who did not reply is the largest-~sixty-one, forty-five and fifty-four percent respectively. However, among those with freezers ownership of the upright style--twenty-one, thirty and twenty-nine percent--is larger than that of the chest style--eighteen, twenty- three and eighteen percent. A few--one, (one and zero percent--in- dicated ownership of both styles. 156 In the rural area, however, the chest type freezer is the greater (thirty-six percent) and the upright style next (twenty-eight percent). Two percent own both but thirty-four percent did not reply. 157 TABLE 35 TYPES OF REFRIGERATION EQUIPMENT USED BY RADIO LISTENERS AND NON-LISTENERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no 608 121 394 93 319 102 36 11 Refrigerator Gas 1 2 2 O 0 l O 0 Electric 98 97 96 99 98 98 86 73 No answer 2 l 2 1 2 1 14 27 Total 101 100 100 100 100 101 100 100 Freezer Upright 20 24 3O 34 28 3O 36 18 Chest 17 21 23 23 34 39 14 27 Both 0 l 1 3 2 3 0 0 No answer 62 55 47 40 36 28 50 55 Total 99 101 101 100 100 100 100 100 158 Table 35 gives information about refrigerators and freezers owned by the radio listener and non-listener. The pattern for refrigerators of listeners is the same as for the total group. In the urban, suburban and rural areas ninety-eight, ninety-six and ninety-eight percent own electric refrigerators.) The number drops to eighty-six percent among those who did not indicate their living area. Gas refrigerators are not prevalent among any group--one, two, zero and zero percent respectivelsy. A similar number chose not to reply--two, two and two percent in the urban, suburban and rural areas but the number increases to fourteen per- cent among those not indicating their living area. Similar percentages are noted for the non-listener. Ninety- seven, ninety-nine, ninety-eight and seventy-three percent own electric refrigerators with two, zero, one and twenty-seven percent respectively the figures for gas refrigerators. Again the percentage of those not responding repeats the pattern--one, one, one and twenty-seven. Freezer ownership in the urban and suburban areas and among those not indicating their living area is similar for the radio listen- ers and the total number. We note the percentages for those who did not answer to be sixty-two, forty-seven and fifty. Those who own upright models are twenty, thirty and thirty-six percent while the chest type is seventeen, twenty-three and fourteen percent. A few-- zero, one, and zero percent--own both. 159 In the rural area the group who did not answer is slightly larger (thirty-six per cent) than those owning chest freezers (thirty-four per- cent). These percentages and that of the upright model (twenty- eight) and the ownership of both (two) parallel the total group. The radio non-listener shows a similar pattern to the listener and the total group. In the rural area the pattern varies a bit from the total group. Also the percentages differ--chest type (thirty-nine), upright model (thirty), no answer (twenty-eight) and both (three). In the urban and suburban areas the pattern is parallel--no answer (fifty-five and forty percent respectively), upright (twenty-four and thirty-four percent), chest (twenty-one and twenty-three percent) and both (one and three percent). Among those not indicating their living area the chest type (twenty-seven percent) and upright model (eight- een percent) reverse from the pattern but the no answer (fifty-five percent) and both (zero percent) not only are the extremes but also are similar to the other groups. 160 TABLE 36 TYPES OF REFRIGERATION EQUIPMENT USED BY THE TELEVISION VIEWERS AND NON-VIEWERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no Channel 7 314 272 158 227 154 168 16 13 Channel 10 398 213 325 96 173 131 22 9 Refrigerator Gas 1 l l 1 O l O O 1 1 l l 0 O 0 Electric 97 99 97 97 99 99 88 85 98 98 97 98 98 100 86 89 NO answer 2 O 1 1 1 l 13 15 2 l 1 2 O 14 11 Total 100 100 99 99 100 101 101 100 101 100 100 100 100 100 100 100 Freezer Upright 23 23 32 28 29 27 44 31 22 23 29 38 29 3O 41 44 Chest 16 19 22 26 42 35 6 31 18 15 23 26 32 4O 18 22 Both 0 O l l 3 l 0 0 l l l l 3 2 O 0 No answer 61 58 46 45 26 38 50 38 6O 6O 46 35 36 29 41 33 Total 100 100 101 100 100 101 100 100 101 99 99 100 100 101 100 99 161 Ownership of types of refrigerators and freezers by television viewers and non-viewers are shown in Table 36. At both channels the pattern for these groups parallels that of the radio listeners and non-listeners and the total group. Among viewers at both channels 7 and 10 the electric refriger- ator ranks high in the urban area (ninety-seven and ninety-eight per- cent), suburban (ninety-seven percent each) and rural (ninety-nine and ninety-eight percent). Although it drops some among those not indicating their living area, the percentage is still high (eighty-eight and eighty-six). Those who chose not to respond make up the next largest category--two, one, one and thirteen percent at channel 7 and two, two, two and fourteen percent at channel 10. A similarly small percentage--one, one, zero and zero at channel 7 and one, one, zero and zero at channel 10—-are owners of gas refrigerators. This pattern repeats itself among the non-viewers--electric refrigerators are owned by ninety-nine, ninety-seven, ninety-nine and eighty-five percent and ninety-eight, ninety-eight, one hundred and eighty-nine percent at the respective channels. Responses re- garding gas refrigerators are zero, one, one and zero percent and one, one, zero and zero percent. Those who chose not to respond make up one, one, one and fifteen percent and one, one, zero and eleven percent respectively. The ownership of freezers again follows a similar pattern for both channels and with Tables 34 and 35. Those who chose not to 162 reply in general make up the largest group among the viewers in the urban and suburban areas and those who did not indicate their living area. The percentages are sixty-one, forty-six and fifty at channel 7 and sixty, forty-six and forty-one at channel 10. The upright freezer ranks next--twenty-three, thirty-two and forty-four percent and twenty-two, twenty-nine and forty-one percent--followed by the chest type--sixteen, twenty-two and six percent and eighteen, twenty- three and eighteen percent. In a few cases both types are owned-- zero, one and zero percent and one, one and zero percent. In the rural area the pattern differs but is again Similar to that of the radio listener and non-listener and the total group. At channel 7 the chest type is first (forty-two percent) followed by the upright (twenty-nine percent), then those who did not reply (twenty-six per- cent) and shows that three percent have both types of freezers. At channel 10 the order is no response (thirty-six percent), chest type (thirty-two percent), upright (twenty-nine percent) and both (three percent). The non-viewers repeat a parallel pattern but show some vari- ation in percentage. In all but the rural area at channel 7 we see that those who did not reply have the highest percentage--fifty-eight, forty-five and thirty-eight. At channel 10 this group is high in the urban area (sixty percent) but second in the other two living areas-- thirty-five and thirty-three percent. The upright freezer ranks second except where it replaces the no answer group in first place-- 163 twenty-three, twenty-eight and thirty-one percent and twenty-three, thirty-eight and forty-four percent. The chest type ranks next in all categories --nineteen, twenty-six and thirty-one percent and fifteen, twenty-six and twenty-two pe rcent. Again a few indicate the owner- ship Of both types of freezers--zero, one and zero percent and one, one and zero percent. The rural area again follows somewhat its own pattern. At channel 7 the responses are no answer (thirty-eight percent), chest type (thirty-five percent), upright model (twenty-seven percent) and one percent owning both. At channel 10 the order changes to chest type (forty percent), upright model (thirty percent), no answer (twenty-nine percent) and two percent owning both models. 164 TABLE 37 OTHER APPLIANCES USED BY THE TOTAL NUMBER OF RESPONDENTS Dishwasher Toaster Deep fryer Waffle bake r and grill Electric skillet Coffee maker Mixer Blender Rotisserie (IN PERCENTAGES) urban 781 29 95 33 78 69 69 87 23 18 suburban 515 40 96 37 81 71 72 92 30 21 rural 435 26 95 37 82 70 67 91 22 15 no answer 56 18 84 27 68 52 63 75 25 11 165 In Table 37 we note the incidence of some other home appliances possessed by the total number responding to the questionnaire. In this table the information has been broken down to the living areas-- urban, suburban, rural and those who did not make this indication. With only three exchanges in place we note the same order in all areas. The variation is in the percentages. Specifically the percentages of the appliances listed in their sequence as well as according to living area are these--toaster (nine- ty-five, ninety-six, ninety-five and eighty-four percent), mixer (eighty-seven, ninety-two, ninety-one and seventy-five percent), waffle baker and grill (seventy-eight, eighty-one, eighty-two and sixty-eight percent), coffee maker (sixty-nine, seventy-two, sixty- seven and sixty-three percent), electric Skillet (sixty-nine, seventy- one, seventy and fifty—two percent), deep fryer (thirty-three, thirty- seven, thirty-seven and twenty-seven percent), dishwasher (twenty- nine, forty, twenty-six and eighteen percent), blender (twenty-three, thirty, twenty-two and twenty-five percent) and rotisserie (eighteen, twenty-one, fifteen and eleven percent). The three exchanges in rank mentioned are the dishwasher and deep fryer in the suburban area, electric skillet and coffee maker in the rural area and the dishwasher and blender in the list of those not indicating their living area. 166 TABLE 38 OTHER APPLIANCES USED BY THE RADIO LISTENERS AND NON-LISTENERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no 608 121 394 93 319 102 36 ll Dishwasher 31 21 40 40 26 26 17 18 Toaster 96 93 95 95 94 95 89 82 Deep fryer 32 4O 34 47 34 47 31 18 Waffle baker and grill 79 76 79 85 82 83 72 55 Electric skillet 69 67 71 74 67 78 58 27 Coffee maker 69 67 7O 82 64 74 64 55 Mixer 86 91 92 91 99 93 77 73 Blender 24 17 30 30 23 18 25 27 Rotisserie 19 12 20 26 15 l3 l4 9 167 Table 38 shows the percentage of appliances owned by radio listeners and non-listeners. Again the responses are divided into living areas. The order of the responses of the radio listeners with two exceptions are the same as for the total group. These exceptions are the electric skillet and coffee maker in the suburban area and mixer and toaster in the rural area. The variable is the percentages which are-~toaster (ninety-six, ninety-five, ninety-four and eighty-nine percent), mixer (eighty-six, ninety-two, ninety-nine and seventy-seven percent), waffle baker and grill (seventy-nine, seventy-nine, eighty-two and seventy-two percent), coffee maker (sixty-nine, seventy, sixty-four and sixty- four- percent), electric skillet (sixty-nine, seventy-one, sixty-seven and fifty-eight percent), deep fryer (thirty-two, thirty-four, thirty- four and thirty-one percent), dishwasher (thirty—one, forty, twenty— six and seventeen percent), blender (twenty-four, thirty, twenty- three and twenty-five percent) and rotisserie (nineteen, twenty, fifteen and fourteen percent). Among the non-listeners we note again a duplication in the order of the appliances owned. The percentages vary in this manner-- toaster (ninety-three, ninety-five, ninety-five and eighty-two per- cent), mixer (ninety-one, ninety-one, ninety-three and seventy- three percent), waffle baker and grill (seventy-six, eighty-five, eighty-three and fifty-five percent), coffee maker (sixty-seven, 168 eighty-two, seventy-four and fifty-five percent), electric skillet (sixty-seven, seventy—four, seventy—eight and twenty-seven percent), deep fryer (forty, forty-seven, forty-seven and eighteen percent), 'dis'hwashexr“(twenty-one, forty} twenty-six and eighteen percent), blender (.seventeen,. thirty, eighteen- and twenty-seven percent) and rotisserie (twelve, twenty-six, three and nine percent). 169 TABLE 39 OTHER APPLIANCES USED BY TELEVISION VIEWERS AND NON-VIEWERS (IN PERCENTAGES) urban suburban rural no answer yes no yes no yes no yes no Channel 7 314 272 158 227 154 168 16 13 Channel 10 398 213 325 96 173 131 22 9 Dishwasher 31 29 41 43 32 24 31 23 29 32 42 4O 29 27 18 44 Toaster 95 97 98 95 97 95 94 92 96 95 96 98 98 97 91 89 Deep fryer 35 32 34 38 36 39 31 38 34 33 38 39 34 43 32 33 Waffle baker 82 76 8O 83 84 79 75 46 and grill 80 82 83 82 82 85 82 67 Electric skillet 72 69 7O 76 72 67 69 62 72 69 76 66 75 68 59 67 Coffee maker 74 63 7O 76 7O 68 69 92 70 70 75 70 69 67 73 78 Mixer 9O 86 94 91 95 91 81 77 88 90 93 94 94 96 82 78 Blender 26 21 34 3O 25 20 31 23 25 20 32 29 27 21 32 ll Rotisserie 20 20 20 21 18 15 6 31 23 14 22 21 22 9 14 22 170 Table 39 which shows the possession of some appliances by tele- vision viewers and non-viewers in the living areas they indicate on the questionnaire. At both channels the order, with a few exceptions, is the same as that in Tables 37 and 38. Here again the variable is in the percentages. Among the viewers at channels 7 and 10 respectively we note these percentages--toaster (ninety-five, ninety-eight, ninety-seven and ninety-four percent and ninety-six, ninety-six, ninety-eight and ninety-one percent), mixer (ninety, ninety-four, ninety-five and eighty-one percent and eighty-eight, ninety-three, ninety-four and eighty-two percent), waffle baker and grill (eighty-two, eighty, eighty- four and seventy-five percent and eighty, eighty-three, eighty-two and eighty-two percent), coffee maker (seventy-four, seventy, seventy and sixty-nine percent and seventy, seventy-five, sixty-nine and seventy-three percent), electric skillet (seventy-two, seventy, seventy-two and sixty-nine percent and seventy, seventy-six, seventy- five and fifty-nine percent), deep fryer (thirty-five, thirty-four, thirty-six and thirty-one percent and thirty-four, thirty-eight, thirty- four and thirty-two percent), dishwasher (thirty-one, fo rty-one, thirty-two and thirty-one percent and twenty-nine, forty-two, twenty- nine and eighteen percent), blender (twenty-six, thirty-four, twenty- five and thirty-one percent and twenty-five, thirty-two, twenty-seven and thirty-two percent) and rotisserie (twenty, twenty, eighteen and six percent and twenty-three, twenty-two and fourteen percent). 171 The exception from the previous tables are the order of electric skillet and coffee maker at channel 10 in the urban and suburban areas. Among the non-viewers we find the following order at the two channels--toaster (ninety-seven, ninety-five, ninety-five and ninety- two percent and ninety-five, ninety-eight, ninety-seven and eighty- nine percent), mixer (eighty-six, ninety-one, ninety-one and seventy- seven percent and ninety, ninety-four, ninety-six and seventy-eight percent), waffle baker and grill (seventy-six, eighty-three, seventy- nine and forty-six percent and eighty-two, eighty-two,\ eighty-five and sixty-seven percent), coffee maker (sixty-three, seventy-six, sixty-eight and ninety—two percent and seventy, seventy, sixty-seven and seventy-eight percent), electric skillet (sixty-nine, seventy-six, sixty-seven and sixty-two percent and sixty-nine, sixty-six, sixty- seven and sixty-seven percent), deep fryer (thirty-two, thirty-eight, thirty-nine and thirty-eight percent and thirty-three, thirty-nine, forty-three and thirty-three percent), dishwasher (twenty-nine, forty- three, twenty-four and twenty-three percent and thirty-two, forty, twenty-seven and forty-four percent), blender (twenty-one, thirty, twenty and twenty-three percent and twenty, twenty-nine, twenty-one and eleven percent) and rotisserie (twenty, twenty-one, fifteen and thirty-one percent and fourteen, twenty-one, nine and twenty-two percent), The exceptions in this listing from the other two tables are the electric skillet and coffee maker in the urban area at channel 7 and 172 no answer living areas of both channels 7 and 10 and the positions of the blender and waffle baker and grill in the group at channel 10 who did not indicate their living area. 173 Analysis of Radio Information The data collected from the survey discussed in Chapter II also concerned the interests and desires of the respondents in regard to radio programming. Tables showing the response to the questionnaire were pre- pared and examined, the first two giving information about who receives the station and how much they listen. This information has been classified according to living area. The remainder of the tables are based on the response of those who do receive'KOACand are categorized according to whether the respondent listens regularly, sometimes or never. The frequency on which these latter percent- ages have been based are regularly 279, sometimes 894, never 151 and no answer 33. The interpretation of the analysis of these data will be found in Chapter IV. 174 TABLE 40 RECEIVE KOAC TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) urban suburban rural no answer 781 515 435 56 Yes 78 77 73 64 No 15 18 23 20 No answer 7 5 3 16 Total 100 100 99 100 Table 40 indicates the answers of the total number of respond- ents to the question, "Do you receive KOAC radio?" Here the answers have been noted by living area. Those indicating yes were seventy-eight percent in the urban area, seventy-seven percent in the suburban area, seventy-three percent in the rural area and sixty-four percent of those not making this distinction. A negative response camefrom fifteen percent in the urban area, eighteen percent in the suburban, twenty-three percent in the rural area and twenty percent from those who did not reply as to their living area. NO answer to this question in the respective living areas came from seven, five, three and sixteen percent. Regularly Sometimes Never NO answer T otal 175 TABLE 41 LISTEN TO KOAC TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) urban suburban rural 781 515 435 17 14 19 55 51 49 13 18 13 15 16 19 100 99 100 no answer 56 11 55 29 100 176 Table 41 shows the response of the total group returning the questionnaire who answered affirmatively that they receive KOAC radio as to whether their listening habits can be categorized as regular, sometimes or never. Here again the answers are classi- fied by living area. Among the regular listeners we note the urban area has seven- teen percent, suburban fourteen percent, rural nineteen percent and those not indicating this information, eleven percent. The "sometimes" responses are larger. In the urban area it is fifty-five percent, suburban fifty-one percent, rural forty-nine percent and no answer fifty-five percent. A negative answer was indicated in the urban area by thirteen percent, suburban eighteen percent, rural thirteen percent and no answer five percent. No answer at all made up the remaining fifteen percent in the urban area, sixteen percent in the suburban, nineteen percent in the rural and twenty-nine percent elected not to answer either question. 177 TABLE 42 NUMBERS WHO LISTEN TO ”ESPECIALLY FOR WOMEN” Regularly Sometimes Never No answer T otal (IN PERCENTAGES) regularly 3O 49 14 6 99 S om etime s 48 40 11 100 neve 1' 83 15 100 no answer 7;: 6 24 33 36 99 178 Responses to the question, "Do you listen to 'Especially for Women'? " based on those who do listen to the station are noted in Table 42. Of those who listen regularly to KOAC thirty percent listen to "Especially for Women" regularly and forty-nine percent listen some- times. An additional fourteen percent never listen and six percent chose not to answer. Among those who listen to KOAC on a more irregular basis one percent listen to "Especially for Women" regularly and forty- eight percent sometimes. The group who never listen rises to forty percent and those who did not answer make up another eleven percent. The group who indicate they do not listen to the station respond to the question of regularity by indicating a negligible number regu- larly, two percent sometimes, eighty-three percent never and fifteen percent chose not to respond. Some of those who did not indicate whether or not they were station listeners did respond affirmatively to listening regularly to "Especially for Women" (six percent) and sometimes (twenty-four percent). A remaining thirty-three percent said they do not listen and an additional thirty-six percent did not respond to this question either. 179 TABLE 43 REACTION To THE CONVENIENCE OF THE 10:15-11:00 A. M. BROADCAST OF "ESPECIALLY FOR WOMEN" (IN PERCENTAGES) regularly sometimes never no answer Yes 62 32 7 18 No 14 22 23 12 NO answer 24 46 71 70 Total 100 100 101 100 180 Response to the question Of whether the morning broadcast Of "Especially for Women" (10:15 to 11:00) is convenient for the KOAC audience is shown in Table 43. An affirmative answer was received from sixty-two percent who listen regularly, thirty-two percent of the group who listen less frequently and eighteen percent of those who did not indicate the regu- larity of their listening. An additional seven percent answered even though they previously had indicated they did not listen to the station. Of those who indicated that the timing was not convenient four- teen percent said they listen regularly and twenty-two percent sometimes. From those who had previously said they did not listen and those who did not indicate any listening habits we also note negative reSponses--twenty-three and twelve percent respectively. Here again a number chose not to respond. This made up twenty-four percent Of the regular listeners, forty-six percent of those who listen sometimes, seventy-one percent of those who said never and seventy percent of the group who had not previously made a commitment. 181 TABLE 44 REACTION TO THE CONVENIENCE OF THE 2:00-2:30 P. M. BROADCAST OF "ESPECIALLY FOR WOMEN" (IN PERCENTAGES) * regularly sometimes never no answer Yes 37 21 . 9 18 No 17 20 17 6 NO answer 46 58 74 76 Total 100 99 100 100 Response to the question of the convenience of the listening time of the afternoon (2:00 to 2:30) broadcast Of "Especially for Women" for the KOAC audience is indicated in Table 44. Those who indicate that this is a convenient time make up thirty-seven percent of the regular listeners to the station, twenty- one percent of the more inconsistent listeners, nine percent of those who do not listen and eighteen percent of those who did not indicate their listening habits. The negative responses from these same listener categories were seventeen, twenty, seventeen and six percent respectively. An additional forty-six percent of the regular listeners; fifty- eight percent of those who listen sometimes; seventy-four percent of the non-listeners; and seventy-six percent of those who did not give this information did not choose to answer this question. 182 TABLE 45 REACTION TO THE LENGTH OF THE 10:15-11:00 A. M. BROADCAST OF "ESPECIALLY FOR WOMEN" (IN PERCENTAGES) Too long Too short About right No answer T otal regularly 4 4 54 38 100 sometimes 31 66 100 never 96 100 no answer 0 18 82 100 183 Table 45 indicates the feelings of the KOAC audience regarding the length of the morning broadcast (10: 15 to 11:00) of "Especially for Women. " TOO long was the expression of four percent who listen to the station regularly, two percent each of the sometimes group, and those who do not listen and a negligible number of those whose listening habits were not identified. An additional four percent of the regular listeners said it is too short as did one percent of those who listen sometimes. A negligible number each responded this way among the non-listeners and those whose listening habits were not indicated. About right was the response of fifty-four percent of the regular listeners and thirty-one percent of those who listen sometimes. Again two percent of the non-listeners responded and eighteen percent of those who did not indicate how often they listen. No answer at all came from thirty-eight percent of the regular listeners, sixty-six percent of the sometimes group, ninety-six per- cent who say they never listen and eighty-two percent who chose not to make a declaration. 184 TABLE 46 REACTION TO THE LENGTH OF THE 2:00-230 P. M. BROADCAST OF "ESPECIALLY FOR WOMEN" (IN PERCENTAGES) TOO long Too short About right NO answer T otal regularly 2 4 43 51 100 sometime s 26 72 100 never 95 100 no answer 91 100 185 In Table 46 we see the reaction Of the KOAC audience to the length of the afternoon broadcast (2:00 to 2:30) of ”Especially for Women. " Those who feel this is too long a program make up two percent of the regular listeners of the station, one percent of those who listen sometimes, two percent of those who do not listen and a negligible number of those who did not identify their listening habits. Too short was the response of four percent of the regular listeners, one percent of the sometimes group in the audience and a negligible number of the non-listeners and those whose listening habits are not known. In contrast ”about right" was indicated by forty-three percent of the regular listeners and twenty-six percent of the sometimes audience. Another three percent gave this response from the non- listeners and nine percent from those who did not respond to this previous question. The largest number--fifty-one, seventy-two, ninety-five and ninety-one percent respectively in the regular, sometimes, never and no answer categories--gave no reSponse to the question. 186 TABLE 47 PREFERENCE FOR LENGTH OF DISCUSSION PERIODS (IN PERCENTAGES) regularly sometimes never no answer 5 minute 1 2 3 0 10 minute 5 7 2 6 15 minute 13 12 3 9 30 minute 17 7 8 6 NO answer 64 72 85 79 Total 100 100 101 100 187 In Table 47 we see the responses of the KOAC audience to a variety of lengths of discussion periods. The regular listeners showed their reactions to be in consecu- tive order--five, ten, fifteen and thirty minutes--with one, five, thirteen and seventeen percent respectively in the categories and an additional sixty-four percent who did not respond. The segment of the audience of the station who listen sometimes rank their preferences with five minutes low (two percent), ten and thirty minutes tie (seven percent) and fifteen minutes is high (twelve percent). Here again a large group did not respond (seventy-two percent). Among those who do listen to KOAC the preferences differ. Ten minutes is the low (two percent) closely followed by a tie between five and fifteen minutes (three percent) and then a slight increase for thirty minutes (eight percent). A still larger number did not answer this question (eighty-five percent). Some of the group who did not indicate their habits of listening did Show their reaction to this question. This response was similar to the group who listen sometimes. A negligible number like five minute discussion periods while six percent each prefer ten and thirty minutes and nine percent fifteen minutes. Here seventy-nine percent chose not to answer. 188 TABLE 48 TYPES OF MUSIC PREFERRED (IN PERCENTAGES) regularly sometimes never no answer Classical 27 14 7 12 Semi-classical 19 25 23 21 POpular 2 5 10 3 Jazz 0 O 2 0 Combination 43 44 32 33 NO answer 9 13 26 30 Total 100 101 100 99 189 Table 48 indicates the types of music preferred by the KOAC audience. This data has been categorized as to whether the re- spondent listens regularly, sometimes, never or did not give an indication of listening habits. In this table we note a similarity in the preference pattern of the respondents who listen sometimes, never and those who did not answer the question about their listening habits. The differences lie in the percentages which also show similarity in some instances. For these three categories the pattern is first a combination of types (forty-four, thirty-two and thirty-three percent respectively), then semi-classical (twenty-five, twenty-three and twenty-one per- cent), classical (fourteen, seven and twelve percent), popular (five, ten and three percent) and last jazz (zero, two and zero percent). Among the regular listeners, however, the classical and semi- classical categories exchange places so that the order is a combi- nation (forty-three percent), classical (twenty-seven percent), semi- classical (nineteen percent), popular (two percent) and jazz a negligible number. (Of those responding to the questionnaire some chose not to answer this question--nine percent who listen regularly, thirteen percent sometimes, twenty-six percent of those who never listen and thirty percent chose not to respond to either question. 190 TABLE 49 INDICATION OF INTEREST IN MEDICAL DISCUSSIONS (IN PERCENTAGES) regularly sometimes never no answer Yes 75 41 6 30 No 8 16 42 6 No answer 17 44 52 64 Total 100 101 100 100 We note in Table 49 the response to the question, "Do you listen to medical discussions ? " Among the regular listeners an affirmative answer was given by seventy-five percent and forty-one percent of those who listen sometimes. Six percent of those who never listen to KOAC indicate that they do listen to medical discussions as do thirty-six percent who did not indicate their listening habits. A negative response came from eight percent of the regular listeners and sixteen percent of those who listen sometimes. An additional forty-two percent of those who never listen said no as did six percent of those whose listening habits are not known. Those who chose not to answer made up seventeen percent of the regular listeners, forty-four percent of the sometimes and fifty- two percent of those who do not listen. Not to answer either question was elected by sixty-four percent. 191 TABLE 50 INDICATION OF INTEREST IN FOREIGN STUDENT INTERVIEWS (IN PERCENTAGES) regularly sometimes never no answer Yes 70 35 4 24 No 10 16 4O 6 No answer 20 49 56 70 Total 100 100 100 100 Table 50 indicates the response of the KOAC listening audience to the question, "Do you listen to interviews of foreign students ? " Affirmative responses came from seventy percent of the regu- lar listeners, thirty-five percent of those who listen sometimes, four percent of those who say they never listen to KOAC and from twenty- four percent of those who did not indicate their listening habits. A negative re Sponse was indicated by ten percent of the regular listeners, sixteen percent of those who listen sometimes, forty per- cent of those who say they are not among the KOAC audience and six percent of those whose. listening habits were not indicated. NO answer at all was given by twenty percent of the regular listeners, forty-nine percent of those who listen sometimes, fifty-six percent of those who indicate they do not listen to KOAC and seventy percent of those who did not choose to answer either question. 192 TABLE 51 INDICATION OF INTEREST IN NUTRITIONAL INFORMATION (IN PERCENTAGES) regularly sometimes never no answer Yes 59 3O 5 15 No 13 16 4O 9 No answer 29 54 55 76 Total 101 100 100 100 "Do you listen to nutritional information?" is the question asked in Table 51 of the KOAC listening audience. An affirmative response was given by fifty-nine percent of the regular listeners, thirty percent of those who listen sometimes and five percent of those who do not listen. Of those who did not indicate their listening habits fifteen percent said yes to this question. No was the answer given by thirteen percent of the regular aud- ience, sixteen percent of those who listen sometimes and forty per- cent of those who say they never listen. An additional nine percent of those who did not indicate their listening habits also said no. Among those who did not reply twenty-nine, fifty-four, fifty- five and seventy-six percent respectively were the responses for these who listen regularly, sometimes, never and who did not answer re- garding their listening habits. 193 TABLE 52 INDICATION OF INTEREST IN RECIPES AND COOKING TIPS (IN PERCENTAGES) regularly sometimes never no answer Yes 53 34 5 15 No 14 16 40 12 No answer 33 51 56 73 Total 100 101 101 100 Table 52 shows the responses to the question of whether or not the KOAC audience listens to recipes and cooking tips. We not an affirmative response among fifty-three percent of the regular listeners, thirty-four percent of those who listen some- times five percent of those who do not listen and fifteen percent of those whose listening habits are not known. Those who said no made up fourteen percent of the regular listeners, sixteen percent of those who listen less regularly, forty percent who say they do not listen and twelve percent of those who did not indicate their listening habits. No answer at all was given by thirty-three percent of the regular listeners, fifty-one percent of those who listen sometimes, fifty-six percent who say they never listen and seventy-three percent who did not answer regarding their listening habits. 194 TABLE 53 INDICATION OF INTEREST IN FASHION NEWS (IN PERCENTAGES) regularly sometimes never no answer Yes 44 24 3 15 No 14 18 4O 9 No answer 42 58 57 76 Total 100 100 100 100 Table 53 shows the yes. and no responses to whether the KOAC audience listens to fashion news. Yes was indicated by forty-four percent of the regular audience, twenty-four percent of those who listen sometimes, three percent of those who say they never listen and fifteen percent of those whose listening habits were not indicated. A negative response was given by fourteen percent of the regu- lar listeners, eighteen percent of the sometimes audience, forty per- cent of those who do not listen and nine percent of those who did not indicate their listening habits. NO response at all came from forty-two percent of the regular listeners, fifty-eight percent of those who listen less regularly, fifty- seven percent of those who do not listen and seventy-six percent of those whose listening habits are not known. 195 TABLE 54 INDICATION OF INTEREST IN CLOTHING CONSTRUCTION TIPS (IN PERCENTAGES) regularly sometimes never no answer Yes 45 23 3 18 No l6 17 40 12 NO answer 39 60 58 70 Total 100 100 101 100 In Table 54 we see the responses of the KOAC audience to the question, "Do you listen to clothing construction tips? " Responses in the affirmative came from forty-five percent of the regular listeners, twenty-three percent of those who listen some- timesand three percent of those who do not listen. An additional eighteen percent said yes among those whose listening habits are not known. A negative response was indicated by sixteen percent of the regular listeners, seventeen percent of those who listen sometimes and forty percent of those who never listen. Again another twelve percent of those whose listening habits are unknown gave a similar response. No answer was given by thirty-nine percent of the regular. listeners, sixty percent of those who listen sometimes, forty percent who never listen and twelve percent who did not indicate into which listener category they would be placed. 196 TABLE 55 INDICATION OF INTEREST IN HOME FURNISHINGS INFORMATION (IN PERCENTAGES) regularly sometimes never no answer Yes 46 27 4 15 No l3 17 40 6 NO answer 41 57 56 79 Total 100 101 100 100 In Table 55 we note the answers of the KOAC audience to the question, "DO you listen to home furnishings information? " Affirmative responses came from forty-six percent of the regular listeners, twenty-seven percent of those who listen some- times and four percent of those who do not listen. Among those whose listening habits are not known we find fifteen percent who answer yes. Thirteen percent of the regular listeners give a negative answer. An additional seventeen percent Of those who listen some- times and forty percent who say they do not listen give the same response. This is true also for six percent of those not indicating their listening habits. No answer was given by forty-one percent who listen regularly, fifty-seven percent who listen sometimes, fifty-six percent who do not listen and seventy-nine percent whose listening habits we do not know. 197 TABLE 56 INDICATION OF INTEREST IN CHILD DEVELOPMENT (IN PERCENTAGES) regularly sometime 3 never no answer Yes 46 22 4 12 No 12 16 40 12 No answer 42 61 56 76 Total 100 99 100 100 Responses to the question, "Do you listen to information about child development? " by the KOAC audience are given in Table 56. We see that forty-six percent of the regular listeners said yes. This same response was given by twenty-two percent who listen some- times, four percent who never listen and twelve percent who do not indicate what their listening habits are. A negative response is indicated by twelve percent of the regu- lar listeners, sixteen percent of those who listen sometimes, forty percent who say they do not listen and‘twelve percent whose listening habits were not given. No response was given by forty-two percent of the regular listeners, sixty-one percent who listen sometimes and fifty-six per- cent who do not listen. Seventy-six percent did not choose to reSpond either to their listening habits or to this question. 198 TABLE 57 INDICATION OF INTEREST IN INFORMATION ABOUT INDOOR RECREATION (IN PERCENTAGES) regularly sometimes never no answer Yes 33 18 5 3 No 15 16 38 12 No answer 51 66 58 85 Total 99 100 101 100 Indication of listener interest in indoor recreation among the KOAC audience is shown in Table 57. Among the regular listeners thirty-three percent showed an interest as did eighteen percent of those who listen sometimes, five percent of those who do not listen and three percent whose listening habits were not indicated. Those saying they are not interested make up fifteen percent of the regular audience, sixteen percent of those who listen sometimes, thirty-eight percent of those who do not listen and twelve percent of those who gave no indication of their listening habits. No response came from fifty-one percent of the regular listen- ers, sixty-six percent of those who listen less frequently, fifty-eight percent of those who do not listen and eighty-five percent who chose not to indicate what their listening habits might be. 199 TABLE 58 INDICATION OF INTEREST IN INFORMATION ABOUT OUTDOOR RECREATION (IN PERCENTAGES) regularly sometimes never no answer Yes 32 18 4 6 NO 17 18 4O 12 NO answer 51 65 56 82 Total 100 101 100 100 The response to the question regarding the listener interest in subjects related to outdoor recreation is noted in Table 58. Here an affirmative response was shown by thirty-two percent of the regular audience, eighteen percent of those who listen some- times, four percent of those who do not listen and six percent of those who did not indicate their listening habits. Among the regular listeners seventeen percent indicated no interest. This same response came from eighteen percent of those who listen sometimes, forty percent of those who do not listen and twelve percent of those who did not respond to the question regarding their listening habits. NO answer at all was given by fifty-one percent of those who say they listen regularly, sixty-five percent of those who listen some- times, fifty-six percent of those who do not listen and eighty-two per- cent of those who preferred not to indicate their listening habits. 200 TABLE 59 INDICATION OF INTEREST IN MONEY MANAGEMENT INFORMATION (IN PERCENTAGES) regularly sometimes never no answer Yes 42 18 3 15 No l3 18 40 6 No answer 45 64 57 79 Total 100 100 100 100 We note in Table 59 the interest of the KOAC audience in money management information. Those who answered affirmatively make up forty-two percent of the regular listeners and eighteen percent of those who listen sometimes. Three percent of those who do not listen and fifteen percent of those who chose not to indicate their listening habits also answered affirmatively. Among those who do not have an interest are thirteen percent of the regular listeners, eighteen percent of those who listen some- times, forty percent of those who do not listen and six percent of those who preferred not to identify their listening habits. No response came from forty-five percent of the regular listeners, sixty-four percent of the less frequent listeners, fifty- seven percent of those who say they do not listen and seventy-nine percent who did not respond to either this question or to their listening habits. 201 TABLE 60 INDICATION OF INTEREST IN PURCHASING TIPS (IN PERCENTAGES) regularly sometimes never no answer Yes 54 27 5 9 No 8 14 32 6 NO answer 38 59 63 85 Total 100 100 100 100 Table 60 shows the response to the question, "Do you listen to purchasing tips?" by the KOAC audience. Those who answered affirmatively make up fifty-four percent of the regular listeners, twenty-seven percent of those who listen sometimes, five percent who say never and nine percent who chose not to indicate their listening habits. A negative response came from eight percent of the regular listeners, fourteen percent who listen sometimes, thirty-two per- cent who do not listen and six percent who did not indicate what their listening habits might be. NO response was given by thirty-eight percent of the regular listeners, fourteen percent who listen less frequently and thirty-two percent who say never. Eighty-five percent did not answer this or the question regarding their listening habits. 202 TABLE 61 INDICATION OF INTEREST IN INFORMATION ABOUT USE AND CARE OF EQUIPMENT (IN PERCENTAGES) regularly sometimes never no answer Yes 44 20 2 6 NO 10 15 32 6 No answer 46 65 66 88 Total 100 100 100 100 In Table 61 we note the response of the KOAC audience to their interest in the use and care of equipment. An affirmative response is indicated by forty-four percent of the regular listeners and twenty percent of those who listen some- times. Two percent of those who say they do not listen and six per- cent Of those whose listening habits are not known are also affirma- tive . Responses from ten percent of the regular listeners is negative. This same response is indicated by fifteen percent of the less frequent listeners, thirty-two percent of the non—listeners and six percent of those whose listening habits are not known. From forty-six percent of the regular listeners there was no response. An additional sixty-five percent of the sometimes listeners, sixty-six percent of the non-listeners and eighty-eight percent who preferred not to give information about their listening habits also did not answer this question. 203 TABLE 62 INDICATION OF INTEREST IN INFORMATION ABOUT MANAGEMENT IN THE HOME (IN PERCENTAGES) regularly sometimes never no answer Yes 36 18 3 9 No 12 15 32 6 NO answer 52 67 64 85 Total 100 100 99 100 Interest in information about management in the home by the KOAC audience is indicated in Table 62. Response in the affirmative is indicated by thirty-six percent of the regular listeners, eighteen percent of those who say sometimes, three percent who say never and nine percent who did not indicate what their listening habits might be. We also note a negative reSponse by twelve percent of the regular listeners, fifteen percent of the less frequent listeners, thirty-two percent of those who do not listen and six percent of those about whose listening habits there is no information. No response came from fifty-two percent of the regular listen— ers, sixty-seven percent of those who listen sometimes, sixty-four percent of those who say never and eighty-five percent of the group who did not answer regarding their listening habits. 204 TABLE 63 INDICATION OF INTEREST IN GARDEN TALKS (IN PERCENTAGES) regularly sometimes never no answer Yes 60 35 5 6 No ll 13 32 15 No answer 29 52 63 79 Total 100 100 100 100 205 In Table 63 we note the interest indicated by the KOAC'audience in garden talks. We see in this table! that sixty percent of the regular listeners indicated an interest as did thirty-five percent of those who listen' sometimes, five percent who say they do not listen and six percent Of the‘ group who preferred not to answer the question about their listening habits. We find that eleven percent of the regular listeners responded negatively. The group who listen sometimes also gave this response in thirteen percent of the cases. Among those who do not listen this response accounts for thirty-two percent and in the group whose listening habits were not indicated fifteen percent responded in the same manner. No response at all came from twenty-nine, fifty-two and sixty- three percent reSpectively among those who listen regularly, some- times and never. An additional seventy-nine percent did not answer either this question or the one about their listening habits. 206 TABLE 64 INDICATION OF INTEREST IN INFORMATION ABOUT NEW PRODUCTS (IN PERCENTAGES) regularly sometimes never no answer Yes 54 3O 3 18 NO 9 13 33 9 NO answer 37 57 64 73 Total 100 100 100 100 Table 64 shows the response of the KOAC audience to the question, "Do you listen to information about new products ?" Yes was the answer given by fifty-four percent of the regular listeners, thirty percent of those who listen sometimes, three per- cent who say they do not listen and eighteen percent who did not identify their listening habits. Among those who do not indicate an interest we find nine per- cent of the regular listeners, thirteen percent who listen less frequently, thirty-three percent of the group who do not listen and nine percent of those who chose not to give any information about their listening habits. No answer at all was given by thirty-seven percent of the regular listeners, fifty-seven percent of the group who listen some- times, sixty-four percent of those who do not listen and seventy—three percent of those who did not indicate how much they might listen. 207 TABLE 65 INDICATION OF INTEREST IN INFORMATION ABOUT PROBLEMS OF AGING (IN PERCENTAGES) regularly sometimes never no answer Yes 52 22 2 9 No 12 18 32 6 No answer 36 6O 66 85 Total 100 100 100 100 In Table 65 we note the responses of the KOAC audience to information about problems of aging. Among those answering affirmatively are fifty-two percent of those who listen regularly, twenty-two percent of those who listen some times, two percent of those who do not listen and nine percent of those who did not choose to indicate their listening habits. We also note that those who do not indicate an interest make up twelve percent of the regular listeners, eighteeen percent of those tho listen sometimes, thirty-two percent of those who do not listen and six percent of those whose listening habits are not known. No answer was given by thirty-six percent of the regular listen- ers, sixty percent of those who listen less frequently and sixty-six percent of those who say they never listen. Among those whose preference in listening habits was not indicated eighty-five percent chose not to answer this question either. 208 TABLE 66 INDICATION OF INTEREST IN INFORMATION ABOUT MENTAL HEALTH (IN PERCENTAGES) regularly sometimes never no answer Yes 55 29 4 12 No ll 14 32 9 No answer 34 57 64 79 Total 100 100 100 100 Answers by the KOAC audience to the question, "Do you listen to information about mental health? " are given in Table 66. Affirmative answers were given by fifty-five percent of those who listen regularly, twenty-nine percent of those who listen some- times, four percent of those who do not listen and twelve percent of those who elected not to indicate their listening habits. Among those who said no are eleven percent of those who . listen regularly, fourteen percent who listen sometimes and thirty- two percent of those who say they do not listen. Nine percent of those whose listening habits were not indicated also said they were not interested. No response was the answer given by thirty-four percent of the regular listeners, fourteen percent Of those who listen some- times and thirty-two percent of those who say they do not listen. Those who chose not to answer this as well as the question regarding their listening habits make up an additional seventy-nine percent. 209 TABLE 67 INDICATION OF INTEREST IN INFORMATION ABOUT FAMILY LIFE (IN PERCENTAGES) regularly sometime S never no answer Yes 46 24 5 6 No 10 14 32 6 No answer 43 62 63 88 Total 99 100 100 100 In Table 67 we note the response of the KOAC audience to their interest in family life information. Responses in the affirmative were given by forty-six percent of those who listen regularly, twenty-four percent of those who listen sometimes and five percent of those who do not listen. Another- six percent indicated an interest among those who chose not to identify their listening habits. Among those whose answer is negative ten percent are regular listeners, fourteen percent listen sometimes, thirty-two percent indicate they do not listen and six percent did not indicate what their listening habits might be. No answer to this question was given by forty-three percent of the regular listeners, sixty-three percent of those who say they do not listen and eighty-eight percent of those whose listening habits are unknown. Ye pe 511‘. 7.0a the r and z 210 TABLE 68 INDICATION OF INTEREST IN DISCUSSIONS PRESENTED BY HOME ECONOMICS FACULTY (IN PERCENTAGES) regularly sometimes never no answer Yes 46 19 2 9 No 11 15 32 6 No answer 43 66 66 85 Total 100 100 100 100 Table 68 shows the interest Of the KOAC audience in dis- cussions presented by home economics faculty. Among regular listeners an affirmative response was given by forty-six percent and nineteen percent of those who listen sometimes, Two percent of those who indicate they never listen to KOAC and nine percent of those who did not indicate their listening habits also gave an affirmative answer. A negative response came from eleven percent of the regular listeners and fifteen percent of those who listen sometimes. An additional thirty-two percent of those who say they never listen said no as did six percent of those whose listening habits are not known. Those who chose not to answer made up forty-three percent of the regular listeners, sixty-six percent each of the sometimes group and those who do not listen. Not to answer either question was elected by eighty-five percent. Yes Noam lot lOlht 5110i rEgu Perc Perc 1% PerCe‘ 211 TABLE 69 INDICATIONS OF INTEREST IN DISCUSSIONS PRESENTED BY HOME ECONOMICS STUDENTS (IN PERCENTAGES) regularly sometimes never no answer Yes 32 12 l 6 No 16 18 33 6 NO answer 51 7O 66 88 Total 99 100 100 100 Table 69 indicates the response of the KOAC listening audience to the question, "Do you listen to discussions by home economics students ? " Affirmative responses came from thirty-two percent of the regular listeners, twelve percent of those who listen sometimes, one percent of those who say they never listen to KOAC and from Six percent of those who did not indicate their listening habits. A negative response was indicated by sixteen percent of the regular listeners, eighteen percent of those who listen sometimes, thirty-three percent of those who say they are not among the KOAC audience and six percent of those whose listening habits are not known. No answer at all was given by fifty-one percent of the regular listeners, seventy percent of those who listen sometime s, sixty-six percent of those who indicate they do not listen to KOAC and eighty- eight percent of those who Chose not to answer either question. 212 TABLE 70 INDICATION OF INTEREST IN THE PROGRAMS PRESENTED BY THE STATE COUNCIL ON AGING Regularly Sometimes Never No answer Total (IN PERCENTAGES) regularly 13 41 15 31 100 sometimes 22 23 53 100 never 0 42 56 99 no answer 0 12 18 70 100 213 In Table-70we noteltheointe'rest vshownv‘by‘the KOAC audience- to the program slplifie'sentediby th‘er State ‘CounCil.-on A’gi‘r‘x’g‘as 'ind‘ieated by whether they listen regularly”, :s Ometifh‘es or never". - Of the regular listeners to the station thirteen percent listen regularly to these programs while forty-one percent listen sometimes and fifteen percent do not listen. An additional thirty-one percent did not reply. Among those who listen to the station sometimes we see that two percent listen regularly to these programs and twenty-twoper— cent sometimes while twenty-three percent say they never listen and fifty-three percent chose not to reply. The group who indicate they do not listen to the station also indicate that a negligible number listen regularly to these programs and one percent listen sometimes. However, forty-two percent say they do not listen and fifty-six percent elected not to answer. Those who did not indicate their listening habits in regard to the station indicate that a negligible number listen regularly to these programs and that twelve percent listen sometimes. A negative response was given by eighteen percent and seventy percent chose not to reply to either question. 214 TABLE 71 INDICATION OF INTEREST IN THE PROGRAM "GARDEN CLUB OF THE AIR” (IN PERCENTAGES) regularly sometimes never no answer Regularly 12 2 0 3 Sometimes 42 25 l 15 Never 15 20 39 18 No answer 31 53 60 64 Total 100 100 100 100 215 In Table 7:1 We find the 're-sp‘o'nsetof the-KOAC audience 'regard- ing the regularity 'of theiralistening tOzthe programiji'Gér‘den'Clfib‘of ‘ the Air” presented'wee-kly by then'Ore'g‘oniState Federation of Garden Clubs. The regular KOAC listeners indicate that twelve percent listen to these programs regularly and forty-two percent sometimes. Fifteen percent do not listen and thirty-one percent elected not to reply. Of those who say they listen to the station sometimes two per- cent listen to these programs regularly and twenty-five percent sometimes. Another twenty percent never listen and fifty-three percent chose not to answer. The group who say they do not listen to the station indicate that a negligible number listen to these programs regularly and one per- cent sometimes. Here thirty-mine percent do not listen and sixty percent did not reply. Those who did not indicate their listening habits to the station Show a three percent response to listening to these programs regularly and fifteen percent sometimes. Those who never listen account for eighteen percent and those who did not answer either question sixty-four percent. 216 TABLE 72 INDICATION OF INTEREST IN PROGRAMS PRESENTED BY THE AMERICAN ASSOCIATION OF UNIVERSITY WOMEN (IN PERCENTAGES) regularly sometimes never no answer Regularly 13 2 O 0 Sometimes 33 23 l 15 Never 16 20 40 15 No answer 38 55 60 70 Total 100 100 101 100 217' ‘ The regularity of‘the KOAC listener interest in programs pre; sented by the American Association of University Women is reflected in Table 72. Of the group who indicate that they listen to the station regular- 1y thirteen percent are regular listeners to these programs and thirty-three percent sometimes. Sixteen percent say they never listen and thirty-eight percent chose not to answer. Those who say they listen to KOAC some times indicate that two percent listen to these programs regularly and twenty-three per- cent sometimes. Of this group twenty percent do not listen and fifty-five percent elected not to reply. Among those who indicated they never listen to KOAC a negli- gible number say they listen to these programs regularly and one percent sometimes. Forty percent say they never listen and sixty percent gave no answer. The group who do not indicate their listening habits to the station show a negligible number who listen to these programs regu- larly and fifteen percent sometimes. An additional fifteen percent never listen and seventy percent did not give any response. 218 TABLE 73 INDICATION OF INTEREST IN PROGRAMS PRESENTED BY THE BUSINESS AND PROFESSIONAL WOMEN'S CLUBS Regularly Sometimes Never No answer Total (IN PERCENTAGES) regularly 8 28 21 43 100 sometimes 14 24 61 100 never 4O 60 100 no answer 15 79 100 219 ' ‘ In- Table 73 are noted the responses of the KOAC'aud'ience' to the regularity-with which they listen-to programs presented by the Business and Professional Women's Clubs. Those who listen to the station regularly Show that eight per- cent also listen regularly to these programs and twenty-eight percent some-times. Those who say they never listen make up twenty-one percent and those who did not respond forty-three percent. The group who say they listen to KOAC sometimes indicate that. one percent listen to these programs regularly and fourteen percent sometimes. Among those who say they never listen to the station we note a negligible number who indicate they listen to these particular pro- grams either regularly or sometimes, forty and sixty percent respectively respond that they never listen or did not answer the question. The response from those who did not indicate their listening habits to the station show three percent each listening regularly and sometimes to these programs, fifteen percent who never listen and the remaining seventy-nine percent did not choose to answer this que 8 tion either. 220 TABLE 74 INDICATION OF INTEREST IN PROGRAMS PRESENTED BY THE DAUGHTERS OF THE AMERICAN REVOLUTION (IN PERCENTAGES) regularly sometimes never no answer Regularly 4 1 O 0 Sometimes 19 10 1 6 Never 33 28 39 15 No answer 44 61 6O 79 Total 100 100 100 100 221 The regularity with which the KOAC audience listens to pro- grams presented by the Daughters of the American Revolution is indicated in Table 74. Those who are among the regular KOAC audience indicate that four percent listen regularly to these programs, nineteen percent sometimes and thirty-three percent never. Another fourty-four percent chose not to answer. The audience who indicate they listen to the station sometimes also indicate that one percent listen to these programs regularly, ten percent sometimes and twenty-eight percent never. Of this group sixty-one percent did not answer. Among those who say they never listen to KOAC a negligible number indicate listening to these programs regularly and one per- cent sometimes. Here thirty-nine percent said they never listen and the remaining sixty percent just did not reply. Those who did not indicate their listening habits in reference to the station show that here again a negligible number listen to these programs regularly but six percent listen sometimes, fifteen percent say they never listen and the remaining seventy—nine per- cent did not choose to respond. 222 TABLE 75 INDICATION OF INTEREST IN THE PROGRAMS PRESENTED BY THE LEAGUE OF WOMEN VOTERS Regularly Sometime 3 Never No answer Total (IN PERCENTAGES) regularly 17 39 14 30 100 sometimes 4 27 16 52 99 never 4O 58 101 no answer 6 18 12 64 100 223 Response from the KOAC audience which indicates the regu- larity with which they listen to programs presented by the League of Women Voters is noted in Table 75. The portion of the station audience which indicates regular listening habits also indicate that seventeen percent are regular listeners to these programs and that thirty-nine percent listen some- times. In this group fourteen percent indicate they never listen and thirty percent chose not to answer, Another group who indicate they listen to the station less regu- larly also indicate that four percent listen regularly to these programs. Here, however, sixteen percent do not listen and fifty- two percent chose not to reply. Of those who say they never listen to the station a negligible number indicate they listen to these programs regularly and three percent listen sometimes. Forty percent respond negatively here too and fifty-eight percent did not answer at all. Responses from those who did not indicate their listening habits station-wise shows that sixpercent listen to these programs regularly, eighteen percent sometimes and twelve percent never. In this instance sixty-four percent chose not to answer either question. 224 TABLE 76 INDICATION OF INTEREST IN THE PROGRAMS Regularly Sometimes Never No answer Total TITLED "PROBLEMS OF GROWING UP" (IN PERCENTAGES) regularly 19 Z9 13 39 100 sometimes 20 19 59 100 never 4O 58 101 no answe r 6 9 9 76 100 225 In Table 76 we note the interest of the KOAC audience and the regularity with which they listen to a series of programs entitled "Problems of Growing Up. " This weekly series approached in several different ways the problems parents and children encounter when the children are growing up. Among the regular listeners to the station nineteen percent indicate they listen to these programs regularly and twenty-nine per- cent sometimes, thirteen percent say never and thirty-nine percent did not reply. Of those who listen to the station sometimes two percent indi- cate they listen to these programs regularly, twenty percent some- times and nineteen percent never. Fifty-nine percent did not answer the question. The segment of the respondents who say they never listen to KOAC indicate that a negligible number listen to these programs regularly and three percent sometimes. Forty percent, however, give a negative response and fifty-eight percent chose not to answer. Those who did not indicate the regularity of their listening to KOAC do indicate that six percent listen to these programs on a regular basis, nine percent sometimes and an equal number never listen. Seventy—six percent did not answer this question either. 226 TABLE 77 INDICATION OF INTEREST IN PROGRAMS PRESENTED BY THE MARION COUNTY HISTORICAL SOCIETY (IN PERCENTAGES) regularly sometimes never no answer Regularly 10 1 0 12 Sometimes 28 14 1 6 Never 20 23 39 15 No answer 42 61 60 67 Total 100 99 100 100 227 Table 77 shows the regularity with which the KOAC audience listens to the programs presented by the Marion County Historical Society. In the group of regular listeners to the station ten percent indi— cate they listen to these programs regularly, twenty-eight percent sometimes. A negative response was given by twenty percent and the remaining forty-two percent did not reply. Of those who listen to the station sometimes one percent listen to these programs regularly and fourteen percent sometimes. Twenty-three percent indicate they never listen and sixty-one per- cent did not elect to respond. Again among those who say they do not listen to KOAC we find a negligible number who say they listen regularly to these programs and three percent who listen sometimes. Of the remainder thirty- nine percent indicate they never listen and sixty percent did not answer. Twelve percent of those whose listening habits to the station are not known indicate that they listen regularly to these programs. Another six percent listen sometimes. Never is indicated by fifteen percent and sixty-seven percent did not give a response. 228 TABLE 78 INDICATION OF INTEREST IN PROGRAMS PRESENTED BY THE OREGON FEDERATION OF WOMEN'S CLUBS (IN PERCENTAGES) regularly sometimes never Re gularly 7 1 0 Sometimes 23 12 0 Ne ver 24 26 40 No answer 46 61 60 Total 100 100 100 no answer 12 76 100 229 Response to the regularity with which the KOAC audience listens to the programs presented by the Oregon Federation of Women's Clubs is Shown in Table 78. Among the stations regular listeners we note seven percent are regular listeners to these programs and twenty-three percent listen 5 om etimes. Never is indicated by twenty-four percent while forty- 8 ix percent chose not to reply. Those who listen to KOAC sometimes also listen to these pr ograms regularly in one percent of the responses and sometimes in twelve percent. Twenty-six percent say they never listen and s ixty-one percent did not answer. The respondents who say they never listen to KOAC indicate a he g1 igible number of both regular and sometimes listeners to these Pr Ograms but forty percent who say never and sixty percent who did not respond. Within the group whose listening habits for the station were not indicated we note three percent to be regular listeners to these Programs and nine percent sometimes. Of this group twelve percent Said never and seventy-six percent did not chose to answer this que S tion either. 230 TABLE 79 INDICATION OF INTEREST IN THE PROGRAMS PRESENTED BY THE LADIES OF THE G. A. R. (IN PERCENTAGES) regularly sometimes never no answer Re gularly 3 0 O 0 Sometimes 13 4 l 0 Ne ver 34 29 4O 18 No answer 50 67 6O 82 Total 100 100 101 100 231 In Table 79 we note the response to the regularity with which the KOAC audience listens to the programs presented by the Ladies of the Grand Army of the Republic. Among the stations regular listeners three percent listen to the programs regularly, thirteen percent sometimes and thirty-four pe rcent never. Fifty percent chose not to respond. Those who listen to KOAC sometimes indicate that a negligible number of respondents listen to these programs regularly and that four percent listen sometimes. An additional twenty-nine percent ne ver listen and sixty-seven percent gave no answer. Of the group who do not listen to KOAC we again note a negli- gible number who listen to these programs regularly and one percent 8 0m etimes. Forty percent replied negatively and sixty percent ele cted not to reply. In the group who chose not to indicate their listening habits for KOAC a negligible number each indicate they listen to these programs regularly and sometimes. However, eighteen percent said never and eighty-two percent did not answer this question. 232 TABLE 80 INDICATION OF THE INTEREST IN PROGRAMS PRESENTED BY THE WOMEN'S RELIEF CORPS (IN PERCENTAGES) regularly sometimes never no answer Regularly 4 0 O 0 S ometimes l3 4 l 0 N ever 33 29 4O 18 No answer 51 67 6O 82 Total 101 100 101 100 233 Response of the KOAC audience to the regularity of listening to programs presented by the Women's Relief Corps is indicated in Table 80. The regular listeners to the station indicate that four percent are regular listeners to these programs and thirteen percent listen 5 ometimes. Thirty-three percent do not listen and fifty-one percent d id not respond. Those who listen to KOAC sometimes respond that a negligible number listen to these programs regularly, four percent sometimes a nd twenty-nine percent do not listen. The remaining sixty-seven p e rcent did not answer. From those who indicate they are not listeners of KOAC a ne gligible number again indicate listening regularly to these programs and one percent sometimes. However, forty percent say they never 1i sten and sixty percent did not reply. Among those who chose not to indicate their KOAC listening habits a negligible number responded to listening to these programs regul arly and sometimes with eighteen percent saying never and eigl'lty-two percent not responding. Regularly Sometimes Never No answer Total 234 TABLE 81 INDICATION OF INTEREST IN THE PROGRAM TITLED "BOOK MARK" (IN PERCENTAGES) regularly 18 33 12 37 100 sometimes 21 17 59 100 never 39 59 100 no answer 6 6 15 73 100 law. L 1'5. IH‘ 235 In Table 81 we find the response of the KOAC audience to their listening habits for the program "Book Mark. " This program pre— sented on alternate weeks featured members of the KOAC staff read- ing from essays and books of their own choosing. From among the regular KOAC audience we find eighteen per- cent responding to listening regularly to these programs and thirty- three percent sometimes. Twelve percent indicate they do not listen and thirty—seven percent chose not to answer. Of those who listen to the station sometimes three percent listen to these programs regularly and twenty-one percent sometimes. Seventeen percent indicated a negative response and fifty-nine per- cent did not reply. The respondents who claim never to listen to KOAC indicate that a negligible number listen to these programs regularly and two percent sometimes. In this instance thirty-nine percent said they never listen and another fifty-nine percent did not respond. The group of respondents who gave no clue to their KOAC listening habits answered that six percent each listen regularly and sometimes to these programs but that fifteen percent never do. Seventy-three percent elected not to answer either question. 236 TABLE 82 INDICATION OF INTEREST IN THE PROGRAM "SWEDISH WOMAN” (IN PER CENT AGE S) regularly sometimes never no answer Regularly l7 1 0 0 Sometimes 26 9 O 3 Never 15 24 39 15 No answer 42 67 61 82 Total 100 101 100 100 237 In Table 82 we find the reponse of the KOAC audience to the regularity with which they listen to "Swedish Woman. " This fifteen minute weekly program featured aspects of the life of women in Sweden. The regular listeners to KOAC indicate seventeen percent are regular listeners to these programs and twenty-six percent listen sometimes. Never is the response of fifteen percent but forty-two percent did not reply. Of those who listen to the station sometimes one percent listen to these programs regularly and nine percent sometimes. Twenty- four percent do not listen and sixty-seven percent did not respond. Those who indicate they are not listeners still have a negligible number of responses for both regular and sometimes listening to these programs but thirty-nine percent say never. An additional sixty-one percent chose not to answer. The group of respondents who chose not to indicate their listening habits indicate that a negligible number listen to the programs regularly and three percent sometimes. Of this group fifteen percent said they never listen. Eighty-two percent chose not to answer either question. Cl. the 01' 238 Analysis of Television Information Data collected from respondents to the survey discussed in Chapter II also inquired into the habits and interests regarding tele- vision programming. Following are tables which show the response of those returning the questionnaire. Each will be examined to identify the response of the viewers of both channels 7 and 10. As with the radio information analysis the first two tables give information about who receives the channels and how much they view again classified by living area. The remaining tables are based on the response of those who receive either channel 7 or 10 and the answers are classified about viewing habits--regularly, sometimes or never. The frequency on which the percentages in this last group of tables have been based are different for each channel. Channel 7 is regularly 121, sometimes 488, never 105 and no answer 489. Channel 10 is regularly 215, sometimes 621, never 96 and no answer 272. The interpretation of the analysis of these data is to be found in Chapter IV. 239 TABLE 83 RECEIVE KOAC-TV (7) AND KOAP-TV (10) TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) urban suburban rural no answer Channel 71 Channel 10 Yes 40 31 35 29 51 63 40 39 No 35 44 39 18 27 19 3O 16 On cable 4 3 0 5 2 l 0 4 No answer 21 22 26 48 20 17 3O 41 Total 100 100 100 100 100 100 100 100 1In this and the following tables, upper figure is Channel 7, lower figure Channel 10. 240 Table 83 indicates the answers of the total number of respond- ents to the questions, ”Do you receive KOAC-TV?" "Do you receive KOAP-TV? " Here the answers have been noted by living area. Those saying yes at channel 7 (KOAC-TV) are forty percent in the urban area, thirty-one percent in the suburban, thirty-five per- cent in the rural and twenty-nine percent of those not making this distinction in their living area. For channel 10 (KOAP-TV) the corresponding percentages are fifty-one, sixty-three, forty and thirty-nine. A negative response for channel 7 came from thirty-five per- cent in the urban area, forty-four percent in the suburban, thirty- nine percent in the rural and eighteen percent who did not reply as to their living area. Those who indicate they receive channel 7 on cable are four percent in the urban area, three percent suburban, a negligible number in the rural and five percent of those who did not reSpond. Corresponding percentages for channel 10 are two, one, negligible and four percent. No answer to this question in the respective living areas for channel 7 came from twenty-one, twenty-two, twenty-six and forty- eight percent and for channel 10 twenty, seventeen, thirty and forty- one percent. Channel 7 Channel 10 Regularly Some tim e 5 Never No answer Total 241 TABLE 84 WATCH KOAC-TV (7) AND KOAP-TV (10) TOTAL NUMBER OF RESPONDENTS (IN PERCENTAGES) urban suburban 9 7 13 15 34 26 37 45 10 ll 9 10 47 56 41 30 100 100 100 100 rural 29 26 12 12 53 54 100 100 no answer U10 23 34 pp. 64 61 100 100 242 In Table 84 we note the response of the total group returning the questionnaire who answered affirmatively that they receive KOAC-TV and KOAP—TV indicating whether viewing habits are regu- lar, sometimes or never. Here again the answers are classified by living area. Among the regular viewers of channel 7 we see the urban area has nine percent, suburban seven percent, rural five percent and those not giving this information nine percent. For channel 10 the corresponding percentages are thirteen, fifteen, eight and five. The sometimes response is larger. For channel 7 in the urban area it is thirty-four percent, suburban twenty-Six percent, rural twenty-nine percent and no answer twenty-three percent. For channel 10 these percentages are thirty-seven, forty-five, twenty- six and thirty-four. A negative answer was indicated at channel 7 in the urban area by ten percent, suburban eleven percent, rural twelve percent and no answer four percent. For channel 10 these same areas have a response of nine, ten, twelve percent and a negligible number. No answer at all for channel 7 made up the remaining forty- seven percent in the urban area, fifty-six percent in the suburban, fifty-three percent in the rural and sixty-four percent elected not to answer either question. For channel 10 these percentages are forty-one, thirty, fifty—four and sixty-one. 243 TABLE 85 NUMBER WHO VIEW "FAMILY CASTLE” (IN PERCENTAGES) regularly sometimes never no answer Channel 7 Channel 10 Regularly 7 0 9 O 1 Sometimes 42 19 12 19 32 l7 17 23 Never 31 48 65 45 39 51 55 38 No answer 20 32 23 33 20 31 28 37 Total 100 100 100 100 100 100 100 99 244 Response to the question "Do you view 'Family Castle'? " based on those who do View channels 7 and 10 is noted in Table 85. Of those who view regularly at channel 7 seven percent view ”Family Castle" regularly, forty-two percent sometimes, thirty-one percent never and twenty percent chose not to answer. At channel 10 the percentages run nine, thirty-two, thirty-nine and twenty. Among those who view channel 7 on a more irregular basis one percent view "Family Castle” regularly, nineteen percent sometimes, forty-eight percent never and thirty two percent are the group who did not answer. For channel 10 these percentages are one, seventeen, fifty-one and thirty~one. The group who indicate that they do not view channel 7 respond to the question of regularity by indicating a negligible number regu- larly, twelve percent sometimes, sixty-five percent never and twenty- three percent chose not to respond. Corresponding percentages at channel 10 are negligible, seventeen, fifty-five and twenty-eight. Some of those who did not indicate whether or not they were viewers did respond affirmatively to "Family Castle"--regularly (at channel 7 three percent and channel 10 one percent) and sometimes (nineteen and twentyqthree percent). A remaining forty-five and thirty-eight percent respectively said they do not view and an additional thirty—three and thirty-seven percent reSpectively did not respond to either question. 245 TABLE 86 REACTION To TIME PREFERENCE FOR VIEWING "FAMILY CASTLE" (IN PERCENTAGES) regularly sometimes never no answer Channel 7 Channel 10 Morning 8 5 3 6 4 7 4 5 Afternoon 13 8 2 6 12 6 7 7 Evening 21 14' 17 15 25 15 9 11 No answer 58 73 78 73 59 73 79 76 Total 100 100 100 100 100 101 99 99 246 In Table 86 we find the response of both channel 7 and channel 10 viewers to the time of day they prefer to view "Family Castle, " Those who view regularly at channel 7 indicate eight percent prefer morning, thirteen percent afternoon, twenty-one percent evening and fifty-eight percent did not answer. Corresponding responses at channel 10 are four, twelve, twenty-five and fifty-nine percent. Among those who view less regularly at channel 7 five percent indicate a preference for morning, eight percent for afternoon, four- teen percent evening and seventthhree percent did not answer. Reaponse from channel 10 viewers was seven, six, fifteen and seventy-three percent. From those who say they never view channel 7 three percent indicate they prefer morning, two percent afternoon, seventeen per- cent evening and seventy-eight percent did not reply. At channel 10 the percentages are four, seven, nine and seventy-mine. Those who chose not to indicate the regularity of their viewing habits indicate at channel 7 that six percent each prefer morning and afternoon, fifteen percent evening and no response from seven-three percent. Corresponding percentages for channel 10 are five, seven, eleven and seventy- six. 247 TABLE 87 NUMBER WHO VIEW "TODAY'S HOME" (IN PERCENTAGES) regularly sometimes never no answer Channel 7 Channel 10 Regularly 4 0 l l 4 1 Sometimes l7 l6 7 12 14 14 16 11 Never 48 50 67 53 55 53 57 49 No answer 31 34 26 34 27 33 27 40 Total 100 100 101 100 100 10-1 100 100 248 Response to the question, "Do you view 'Today's Home'?" based on those who do view channel 7 and 10 is noted in Table 87. Of those who view regularly at channel 7 four percent indicate they view "Today's Home" regularly, seventeen percent sometimes, forty-eight percent never and thirty-one percent did not answer. Response from channel 10 viewers is four, fourteen, fifty-.five and twenty-seven percent. Among the less frequent viewers of channel 7 a negligible number indicate they view "Today's Home" regularly, sixteen per- cent sometimes, fifty percent never and thirty-four. percent chose not to answer. Channel 10 viewers indicate one, fourteen, fifty- three and thirty-three percent respectively. That group who say they never view channel 7 indicate that one percent view "Today's Home" regularly, seven percent sometimes, sixty-seven percent never and twenty-six percent gave no reply. Corresponding percentages for channel 10 are a negligible number, sixteen, fifty-seven, and twenty-seven. Of those who do not indicate any regularity in their viewing habits from channel 7 comes the response--one percent regularly, twelve percent sometimes, fifty-three percent never and thirty-four percent chose not to answer at all. Channel 10 viewers responded with a negligible number, eleven percent, forty-nine percent and forty pe rcent re spectivel y. Channel 7 Channel 10 Morning Afternoon Evening No answer Total 249 TABLE 88 REACTION TO TIME PREFERENCE FOR VIEWING “TODAY'S HOME" (IN PERCENTAGES) regularly .4 14 12 72 74 100 100 s om etime s 75 75 100 100 never 80 76 100 99 no answer 78 82 99 101 250 We find in Table 88 the response of channel 7 and 10 viewers to the time of day they prefer to view "Today's Home. " Those who view channel 7 regularly indicate seven percent each prefer morning and afternoon, fourteen percent evening and seventy— two percent did not reply. Among channel 10 viewers the response was six, eight, twelve and seventy-four percent respectively. The sometimes viewers of channel 7 indicate that eight percent each prefer morning and afternoon, nine percent evening and the remaining seventy-five percent did not choose to answer. Channel 10 viewers responded with eight, seven, ten and seventy—five percent respectively. The group who say they never view channel 7 indicate that six percent prefer morning, four percent afternoon, ten percent evening and eighty percent did not reply. Respective responses from the group at channel 10 are seven, eight, eight and seventy-six percent. Among those who did not indicate any regularity in viewing channel 7 responded that six percent prefer morning, seven percent afternoon, eight percent evening and seventy-eight percent did not reply. Corresponding figures from the channel 10 viewers are seven, six, six and eighty-two percent. Channel 7 Channel 10 15 minutes 30 minutes 45 minutes 60 minutes No answer Total 251 TABLE 89 PREFERRED LENGTH OF PROGRAMS (IN PERCENTAGES) regularly s om etime s 48 44 C‘I-k 32 39 99 100 11 ll 45 50 N N 39 35 99 100 never 10 10 50 46 36 40 100 100 no answer 44 38 0) Dark 43 50 100 101 252 In Table 89 we see the preference of the channel 7 and 10 viewers for the length of programs like ”Family Castle" and “Today's Home. " Of those who tune regularly to channel 7 we find that thirteen percent express an interest in fifteen minute, forty-eight percent in thirty minute, four percent in forty-five minute and two percent in sixty minute programs and that thirty-two percent did not answer. From the channel 10 viewers the response is six, forty-four, six, five and thirty-nine percent respectively. Among those who View occasionally the channel 7 response is fifteen minutes eleven percent, thirty minutes forty-five percent, forty-five minutes two percent, sixty minutes two percent and no answer thirty-nine percent. Corresponding responses from channel 10 are eleven, fifty, two, two and thirty-five percent. The group who say they never view channel 7 indicate that ten percent prefer fifteen minute programs, fifty percent thirty minute, two percent forty-five minute, two percent sixty minute and thirty- six percent did not answer. Similar responses from the channel 10 viewer show Iten, forty-six, one, three and forty percent. Those who did not indicate the regularity with which they view the stations responded from channel 7 area that six percent prefer fifteen minutes, forty-four percent thirty minutes, three percent forty-five minutes, four percent sixty minutes. Corre3ponding responses from channel 10 are eight, thirty-eight, two, three and forty-five percent. 253 TABLE 90 PREFERENCE FOR NUMBER OF PROGRAMS PER WEEK Channel 7 Channel 10 One Three Four Five No answer T otal (IN PERCENTAGES) regularly 21 16 12 13 45 50 99 99 sometime s ll l3 16 18 14 11 49 48 101 99 never 20 10 17 16 48 45 101 100 no answe r 17 15 CD 55 65 100 99 254 How often the television viewer prefers programs like ”Family Castle" and "Today's Home“ is explored in Table 90. The group who view the channels regularly respond in the channel 7 area that eight percent prefer one, twenty-one percent two, twelve percent three, one percent four, twelve percent five and forty-five percent did not answer. Percentages for these same questions from channel 10 viewers are eleven, sixteen, eight, one, thirteen and fifty percent. Among the group who view less regularly the preference at channel 7 is eleven percent for one, sixteen percent two, fourteen percent three, one percent four, ten percent five and forty-nine percent chose not to reply. Response from channel 10 is thirteen, eighteen, eleven, zero, nine and forty-eight percent. The response of those who say they never view channel 7 is twenty percent one, seventeen percent two, nine percent three, one percent four, six percent five and forty-eight percent who did not answer. The channel 10 correlation is ten, sixteen, eighteen, zero, eleven and forty-five percent. Those who did not indicate the regularity of their viewing respond (channel 7) that ten percent prefer one, seventeen percent two, eight percent three, zero percent four, ten percent five and fifty-five percent didn't answer either question. The corresponding I response (channel 10) is eight, fifteen, eight, one, two and sixty-five percent. Channel 7 Channel 10 Yes No answer T otal 255 TABLE 91 INDICATION OF INTEREST IN HOBBIES (IN PER CENTAGES) regularly 38 34 l3 19 49 47 100 100 sometimes 27 24 l4 17 59 59 100 100 neve r 18 27 30 21 52 52 100 100 no answe r 23 22 17 12 60 66 100 100 256 In Table 91 we see the response of the channel 7 and channel 10 viewers to their reaction to having hobbies the subject of television programs. Yes was the answer expressed by thirty-eight percent of the regular viewers of channel 7, twenty-seven percent of the sometimes, eighteen percent of those who do not view and twenty-three percent did not indicate their viewing habits. The channel 10 response was thirty-four, twenty-four, twenty-seven and twenty-two percent respectively. A negative response was given by thirteen percent of the regu- lar channel 7 viewers, fourteen percent sometimes, thirty percent never and seventeen percent whose viewing habits we re not identified. In the channel 10 audience the response was nineteen, seventeen, twenty-one and twelve percent. Those who chose not to answer in the regular viewing audience of channel 7 was forty-nine percent, sometimes fifty-nine percent, never fifty-two percent and those who did not answer either question sixty percent. Similar responses came from the channel 10 audi- ence--forty-seven, fifty-nine, fifty-two and sixty-six percent. 257 TABLE 92 INDICATION OF INTEREST IN COOKING INFORMATION (IN PERCENTAGES) regularly sometimes never no answer Channel 7 Channel 10 Yes 31 25 13 21 20 26 20 19 No 16 15 29 19 22 17 28 13 No answer 53 60 58 60 57 57 52 68 Total 100 100 100 100 99 ' 100 100 100 258 An indication of the interest in cooking by channel 7 and 10 viewers is given in Table 92. Those who answered affirmatively and who are regular viewers of channel 7 are thirty-one percent, the sometimes viewer twenty- five percent, never thirteen percent and those who did not indicate their viewing habits twenty-one percent. The channel 10 audience responded with twenty, twenty-six, twenty and nineteen percent. No was the response of sixteen percent of the channel 7 regular viewers, fifteen percent of the sometimes, twenty-nine percent never and nineteen percent whose viewing habits are not known. Comparable responses of the channel 10 audience are twenty-two, seventeen, twenty-eight and thirteen percent. Those who chose not to reply make up fifty-three percent of the regular viewers of channel 7, sixty percent of the sometimes and fifty—eight percent of the never group. An additional sixty per- cent did not answer either question. Among the channel 10 viewers we find these corresponding percentages--fifty-seven, fifty-seven, fifty-two and sixty-eight. 259 TABLE 93 INDICATION OF INTEREST IN SEWING INFORMATION Channel 7 Channel 10 Yes No answer T otal (IN PERCENTAGES) regularly 31 20 14 23 55 57 100 100 s om etime s 23 20 14 18 63 62 100 100 never 15 22 3O 22 55 56 100 100 no answer 16 19 20 13 64 67 100 99 260 Sewing as a tOpic of television programs is responded to by both channel 7 and 10 viewers in Table 93. The regular viewers of channel 7 responded affirmatively in thirty—one percent of the cases, the sometimes viewers twenty-three percent and never fifteen percent. The group who did not indicate their viewing habits add an additional sixteen percent. The channel 10 viewers responded in a somewhat different manner- —twenty, twenty, twenty—two and nineteen percent. A negative response came from fourteen percent each of the regular and sometimes viewers of channel 7 with thirty percent from the non-viewer and twenty percent from those whose viewing habits are not known. At channel 10, however, the percentages are twenty- three, eighteen, twenty—two and thirteen. No response was indicated by the channel 7 regular viewers in fifty—five percent of the cases, sometimes sixty-three percent, never fifty-five percent and sixty-four percent did not answer either ques~ tion. Similar responses were given by channel 10 viewers—-fifty- seven, sixty-two, fifty-six and sixty—seven percent. Channel 7 Channel 10 Yes No answer T otal 261 TABLE 94 INDICATION OF INTEREST IN TIME MANAGEMENT INFORMATION (IN PERCENTAGES) regularly sometimes never 26 14 17 20 12 18 12 16 27 20 18" 24 63 7O 56 60 70 58 101 100 100 100 100 100 no answe r 11 12 19 14 7O 74 100 100 262 Response to an interest in time management information as a television program topic by channel 7 and 10 viewers is Shown in Table 94. Affirmative responses are indicated by twenty—six percent of the regular viewers of channel 7, fourteen percent sometimes, seventeen percent never and eleven percent who did not indicate their viewing habits. The percentages which correspond at channel 10 are twenty, twelve, eighteen and twelve. Those who indicated no interest are twelve percent of the regu- lar channel 7 viewers, sixteen percent sometimes, twenty-seven percent never and nineteen percent who did not indicate what their viewing habits might be. The channel 10 viewers indicated these re sponses--twenty, eighteen, twenty-four and fourteen percent. The group who elected not to answer is sixty-three percent of the channel 7 regular viewers, seventy percent of the sometimes, fifty-six percent of the non-viewers and seventy percent~ ofthoSe who I did not choose to reply to either question. Among the channel 10 viewers the percentages are sixty, seventy, fifty-eight and seventy- four. Channel 7 Channel 10 Yes No answer Total 263 TABLE 95 INDICATION OF INTEREST IN ENERGY MANAGEMENT INFORMATION (IN PERCENTAGES) regularly 26 20 ll 18 64 62 101 100 sometimes 11 10 15 16 74 74 100 100 never 11 17 26 24 63 59 100 100 no answe r 10 10 16 12 74 79 100 101 264 Table 95 shows the response of the channel 7 and 10 viewers to their interest in programs on energy management. Response in the affirmative is given by twenty-six percent of the regular Viewers of channel 7, eleven percent each of the some- times and never and ten percent of those who chose not to indicate their viewing habits. The channel 10 viewers indicate a slightly different re sponse--twenty, ten, seventeen and ten percent. ' No interest is shown by eleven percent of the regular viewers of channel 7, fifteen percent sometimes, twenty-six percent never and sixteen percent who elected not to answer regarding their view- ing habits. No answer was given by channel 7 regular viewers in sixty- four percent of the cases, seventy-four percent of the sometimes, sixty-three percent of the now-viewers and seventy-four percent who elected not to reply. Channel 10 responses were sixty-two, seventy- four, fifty-nine and seventy-nine percent. Channel 7 Channel 10 Yes No answer T otal 265 TABLE 96 INDICATION OF INTEREST IN MONEY MANAGEMENT INFORMATION (IN PERCENTAGES) regularly 27 20 12 20 61 61 100 101 sometimes l4 13 14 15 72 72 100 100 never ll 16 28 25 61 60 100 101 no answer 11 11 16 12 72 78 99 101 266 Money management information in a television program is responded to by channel 7 and 10 viewers in Table 96. The responses of the channel 7 regular viewers are affirmative twenty-seven percent of the time, sometimes fourteen percent, never eleven percent and among those who did not indicate their viewing habits eleven percent. Channel 10 viewers responded--twenty, thirteen, sixteen and eleven percent. Lack of interest is shown by the responses of the channel 7 regular viewers (twelve percent), sometimes (fourteen percent), never (twenty-eight percent) and the ones who did not divulge their viewing habits (sixteen percent). To this same question channel 10 viewers replied twenty, fifteen, twenty-five and twelve percent. Those who did not reply make up sixty-one percent of the channel 7 regular viewers, seventy-two percent of the sometimes, sixty-one percent never and seventy-two percent of those who did not reply to either question. Among channel 10 viewers the responses were sixty one, seventy-two, sixty and seventy-eight percent. Channel 7 Channel 10 Yes No answer T otal 267 TABLE 97 INDICATION OF INTEREST IN SPACE MANAGEMENT INFORMATION (IN PERCENTAGES) regularly sometimes never 23 9 14 20 9 15 12 16 25 18 16 24 65 75 61 62. 76 61 100 100 100 100 101 100 no ans we r (Ext) 16 1.1 76 81 101 100 268 Table 97 indicates the response of viewers of channel 7 and 10 to the topic Space management as a television program. Those who indicate an interest make up twenty-three percent of the regular viewers of channel 7, nine percent of the sometimes, fourteen percent of the non-viewers and nine percent of those who did not indicate their listening habits. A similar response was made by channel 10 viewers in these percentages-~twenty, nine, fifteen and eight. An indication of lack of interest is shown by the response of twelve percent of the regular channel 7 viewers, sixteen percent of the sometimes and twenty-five percent of the non-viewers as well as sixteen percent of those whose viewing habits are not known. The groups who hold similar feelings at channel 10 are eighteen, sixteen. twenty-four and eleven percent. No answer at all was given by sixty-five percent of the channel 7 regular viewers, seventy-five percent of those who view some- times, sixty-one percent of those who do not and seventy-six percent of those who chose not to answer either question. Of the channel 10 respondents the answers were sixty-two, seventy-six, sixty~one and eighty- one percent. 269 TABLE 98 INDICATION OF INTEREST IN GARDENING INFORMATION Channel 7 Channel 10 Yes No answer T otal (IN PERCENTAGE S) regularly 45 39 12 18 42 43 99 100 sometime s 30 3O 14 15 56 54 1100 99 never 17 22 3O 23 53 55 100 100 no answe r 29 26 l6 13 55 61 100 100 270 Gardening as a topic for a television program is responded to by Channel 7 and 10 viewers in Table 98. Yes was indicated by regular viewers of channel 7 in forty-five percent of the responses, thirty percent of the sometimes, seventeen percent of the never and twenty-nine percent of those who did not indicate their viewing habits. Response in these categories by channel 10 viewers is thirty—nine, thirty, twenty-two and twenty-six percent A negative reply was given by channel 7 regular viewers in twelve percent of their responses, fourteen percent of the sometimes, thirty percent of the never and sixteen percent of those whose viewing habits are not known. The channel 10 audience response was eighteen, fifteen, twenty-three and thirteen percent. No answer to the question came from forty-two percent of the regular viewers of channel 7, fifty-six percent of the sometimes fifty-three percent never and fifty-five percent who did not elect to answer either question. Channel 10 viewers responses were forty- three, fifty-four, fifty five and sixty-one percent. Channel 7 Channel 10 Yes No No answer T otal 271 TABLE 99 INDICATION OF INTEREST IN BOOKS (IN PERCENTAGES) regularly 66 63 -J 30 30 100 100 sometime s 30 32 10 12 59 57 99 101 never 23 22 23 18 100 100 no answer 38 31 (DC 52 61 99 100 272 In Table 99 we note the reaction of the. channel 7 and 10 viewers to books as a topic of a television program. In this case from the regular viewers of Channel 7 sixty-six percent were affirmative, thirty-three percent of the sometimes, twenty-three percent of the non-viewers and thirty-eight percent of those who did not with to indicate their viewing habits. The channel 10 responses were sixty-three, thirty-two, twenty-two and thirty-one percent The negative reaction of the channel 7 regular viewer was four percent, sometimes ten percent, non-viewer twenty-three percent and nine percent of those who chose not to answer. Channel 10 reaction was seven, twelve, eighteen and eight percent. No answer at all was given by thirty percent of the channel 7 regular viewers, fifty-nine percent of the sometimes, fiftyefour percent of the non-viewers and fifty-two percent who chose not to answer either question. The response of the channel 10 viewers is thirty, fifty-seven, sixty, and sixty-one percent. Channel 7 Channel 10 Yes No answer T otal 2.73 TABLE 100 INDICATION OF INTEREST IN ART (IN PERCENT AGES) regularly 60 66 33 27 100 100 sometimes 32 31 10 13 58 56 100 100 never no answer 24 39 23 32 23 10 17 7 53 51 60 61 100 100 100 100 274 Interest in art as a t0pic for television programming is indi- cated by the channel 7 and 10 viewers in Table 100. Affirmative answers from the channel 7 regular viewers number sixty percent, thirty-two percent of the sometimes viewers, twenty- four percent of the non-viewers and thirty-nine percent of those who did not elect to reply regarding their viewing habits. Answers from the channel 10 audience are sixty-six, thirty-one, twenty-three and thirty-two percent. Lack of interest is shown by seven percent of the channel 7 regular viewers, ten percent of the sometimes, twenty-three per- cent of the non-viewers and ten percent of the group who did not answer the question about viewing habits. Re Sponse from channel 10 viewers is seven, thirteen, seventeen and seven percent. No response was given by thirty-three percent of the channel 7 regular viewers, fifty-eight percent of the sometimes, fifty-three percent never and fifty-one percent who did not answer either question. At channel 10 the response is twenty-seven, fifty-six, sixty and sixty-one percent. CI Channel 7 Channel 10 Yes No answer T otal 275 TABLE 101 INDICATION OF INTEREST IN MUSIC (IN PERCENTAGES) regularly 67 71 28 24 100 100 s ometime s 41 39 51 50 100 99 ne V8 1' 30 31 19 15 50 54 99 100 no answer 48 44 44 50 100 99 276 ReSponse to music as a t0pic for television programming by the channel 7 and 10 viewers is indicated in Table 101. A yes response was indicated by sixty-seven percent of the regular viewers of channel 7, by forty-one percent of those who view sometimes, thirty-percent who never view and forty-eight percent who did not indicate their viewing habits. Among channel 10 viewers corresponding percentages are seventy-one, thirty-nine, thirty-one and forty-four. A negative reaction was offered by regular viewers of channel 7 in five percent of the responses, eight percent sometimes, nine- teen percent never and eight percent of those who chose not to indi- cate their habits of viewing. For channel 10 viewers these percent- ages are five, ten, fifteen and five. No response to the question came from twenty-eight percent of the regular viewers of channel 7, fifty-one percent of the some- times, fifty percent of the non-viewers and forty-four percent of those who elected not to answer either question. The viewers of channel 10 indicated corresponding percentages as follows: twenty- four, fifty, fifty-four and fifty. 277 TABLE 102 INDICATION OF INTEREST IN NUTRITION INFORMATION (IN PERCENTAGES) regularly sometimes never no answer Channel 7 Channel 10 Yes 31 l7 l6 13 24 15 13 16 No l4 14 2.8 17 18 17 24 12 NO answer 55 69 56 70 58 68 64 72 Total 100 100 100 100 100 100 101 100 2.78 In Table 102 we find the response of channel 7 and 10 viewers to nutrition information in television programs. The affirmative response from regular viewers of channel 7 is thirty-one percent, sometimes seventeen percent, never sixteen per- cent and those who chose not to indicate their viewing habits thirteen percent. Corresponding percentages for channel 10 viewers are twenty-four, fifteen, thirteen and sixteen. Those who indicate no interest in this subject among regular viewers of channel 7 is fourteen percent, sometimes fourteen per- cent, never twenty-eight percent and seventeen percent of those who prefer not to indicate what their viewing habits might be. No answer was given by fifty-five percent of the regular viewers of channel 7, sixty-nine percent who View sometimes, fifty- six percent of those who never view and seventy percent who chose not to answer either question. The corresponding response from channel 10 was fifty-eight, sixty-eight, sixty-four and seventy-two percent 279 TABLE 103 INDICATION OF INTEREST IN FOREIGN GUESTS (IN PERCENTAGES) regularly sometimes never no answer Channel 7 Channel 10 Yes 63 32 25 39 64 34 19 32 No 5 12 23 10 8 13 19 9 No answer 32 56 52 50 28 54', 63 60 Total 100 100 100 99 100 101 101 101 280 Response from those who view channels 7 and 10 to their interest in foreign guests on television programs is Shown in Table 103. An affirmative reaction is noted in sixty-three percent of the regular viewers of channel 7, thirty-two percent of those who View less frequently, twenty-five percent who indicate never and thirty- nine percent who elected not to give any indication of what their viewing habits might be. Corresponding responses from channel 10 viewers are sixty-four, thirty-four, nineteen and thirty-two percent. A reply in the negative was noted in the regular viewers of channel 7 in five percent of the responses, twelve percent of the sometimes viewers, twenty—three percent of the non-viewers and ten percent who did not give this information regarding viewing habits. At channel 10 the audience response was eight, thirteen, nineteen and nine percent. No reply was given by thirty-two percent of the regular viewers of channel 7, fifty-Six percent of the sometimes, fifty-two percent of the never and fifty percent of those who elected not to give any reply to either question. The percentage response at channel 10 was twenty-eight, fifty-four, Sixty-three and sixty percent. Channel 7 Channel 10 Yes No answer T otal 281 TABLE 104 INDICATION OF INTEREST IN CHILD DEVELOPMENT INFORMATION (IN PERCENTAGES) regularly 31 3O 61 55 100 100 sometime S 18 17 14 16 68 67 100 100 never 18 15 27 22 55 64 100 101 no ans we r 18 18 15 10 67 73 100 101 282 Response of channel 7 and 10 viewers to child development information as a topic for television programming is indicated in Table 104. Those who indicated an interest among the regular viewers of channel 7 are thirty-one percent, eighteen percent each for the some- times and never viewers and those who preferred not to indicate their viewing habits. ReSponse from channel 10 viewers in these same categories is thirty, seventeen, fifteen and eighteen percent. A negative reply came from eight percent of the regular viewers of channel 7, fourteen percent of the sometimes, and twenty- seven percent of the non—viewers. Of those who do not wish to divulge their viewing habits an additional fifteen percent replied. Among channel 10 viewers the response was fifteen, sixteen, twenty- two and ten percent. No response was indicated by sixty-one percent of the channel 7 regular viewers, Sixty-eight percent sometimes, fifty-five percent never and sixty-seven percent of those who did not answer either question. Channel 10 responses were as follows: fifty-five, sixty- Seven, Sixty-four and seventy-three percent. Channel 7 Channel 10 Yes No answer T otal 283 TABLE 105 INDICATION OF INTEREST IN SPORTS (IN PERCENTAGES) regulraly 23 13 15 22 62 65 100 100 s om etime s 14 13 14 15 72 72 100 100 never 3O 22 62 66 101 101 no answer 11 14 15 ll 73 75 99 100 284 Sports as a tOpic of programming for women was reSponded to by viewers of channels 7 and 10. This response is noted in Table 105. Affirmative reaction among channel 7 viewers came from twenty-three percent who are regular, fourteen percent sometimes, nine percent never and eleven percent whose viewing habits are not known. At channel 10 corresponding percentages are thirteen, thirteen, thirteen and fourteen. Lack of interest was shown among the channel 7 viewers by fifteen percent of those who are regular, fourteen percent sometimes, thirty percent never and fifteen percent who elected not to indicate their viewing habits. At channel 10 the response was twenty-two, fifteen, twenty-two and eleven percent. No answers were given by Sixty-two percent who view Channel 7 regularly, seventy-two percent sometimes, sixty-two percent never and seventy-three percent who did not choose to reply to either question. Channel 10 respondents indicate sixty-five, seventy-two, sixty-six and seventy-five percent in these categories. Channel 7 Channel 10 Yes No answer T otal 285 TABLE 106 INDICATION OF INTEREST IN PROGRAMS FOR CHILDREN (IN PERCENTAGES) regularly 26 30 13 15 61 55 100 100 sometimes 17 l7 l4 16 69 67 100 100 never 19 15 25 22 56 64 100 101 no answer 20 18 13 10 66 73 99 101 286 The question of presenting programs for children on television was reacted to by channel 7 and 10 viewers. The response is noted in Table 106. Among channel 7 viewers an affirmative response was given by twenty-six percent of the regular viewers, seventeen percent some- times, nineteen percent never and twenty percent who did not give information about their viewing habits. Corresponding responses at channel 10 were thirty, seventeen, fifteen and eighteen percent. Response in the negative among channel 7 viewers was indi- cated by thirteen percent of the regular viewers, fourteen percent sometimes, twenty-five percent never and thirteen percent who did not indicate their viewing habits. At channel 10 the reSponse was fifteen, sixteen, twenty-two and ten percent. No response to this question was indicated by channel 7 ' viewers--sixty-one percent regularly, Sixty-nine percent sometimes, fifty-six percent never and sixty-six percent who did not answer} either question. At channel 10 this response was fifty-five, sixty- Seven, sixty-four and seventy-three percent. Channel 7 Channel 10 Yes No No answer T otal 287 TABLE 107 INDICATION OF INTEREST IN PROGRAMS FOR THE MOTHER AND PRE-SCHOOLER (IN PERCENTAGES) regularly 11 15 19 17‘ 7O 68 100 100 s om etime S (D 17 18 75 74 100 100 never 26 26 61 65 100 100 no answer 15 12 75 79 100 100 288 The indication of interest in programs on television designed for the mother and her pre-school child by the channel 7 and 10 audience is indicated in Table 107. Those who showed interest among the channel 7 viewers are eleven percent of the regular, eight percent sometimes, thirteen per- cent never and ten percent who did not indicate viewing habits. At channel 10 corresponding reSponses are fifteen, eight, nine and nine percent Lack Of interest was shown in the channel 7 area by nineteen percent who view regularly, seventeen percent sometimes, twenty— six percent never and seventy-five percent whose viewing habits were not indicated. Response at channel 10 was seventeen, eighteen, twenty-six and twelve percent respectively. NO answer was given to this question by seventy percent of the channel 7 regular viewers, seventy-five percent sometimes, sixty- one percent never and seventy-five percent who did not respond to either question. Among channel 10 viewers the corresponding responses were sixty-eight, seventy-four, sixty-five and seventy-nine percent CHAPTER IV INTERPRETATION OF DATA Interpretation of Demographic Information The preceding data and its analysis give many clues and act as guide lines to determine the specific characteristics of the woman for whom educational broadcasting has a meaning in Oregon. Be- cause there is no "average" individual to whom programs can be aimed we can refer to Chapter III to identify the full scope of the woman for whom specific programs can and should be planned. There we see not only the reactions of those who have had little in education and opportunity but also all other points along the scale to the opposite extreme. This chapter, therefore, will be devoted to sketching a picture of the Oregon women interested in educational broadcasting while keeping in mind the significant differences created by and/or intrinsic in her living area as well as the other variables noted. The woman whom we see in this analysis belongs to many organizations and has a wide variety of interests. As we can see in Figure 1 if she is an urban or suburban resident she is active in such organizations as the American Association of University 289 290 masopcommom mo cofinngmwnOut .H .mE gush ougnom Hmcowmmfloum nofimospm £9250 Quezon REESE 3383 383:0 . 330 I 11.1.{334 .‘bfiuiflflafira...lfl s rug. ..1.I1i~l- b ww -g:z- RUM .l O ..J..X./ {0/ -osoa HMHDH Gennsndm can“: hbom [as om -sos 291 Women, League of Women Voters, sorority and local women's clubs. She also is interested in her church and its activities, the organizations to which her children belong, educational and hobby groups for herself and her family. Affiliation with her professional organizations keeps her abreast of trends in her career field whether she is currently employed or not. Fraternal organizations also play a role in her life. She may also belong to a service organi- zation and be active in her political party. It may be noted that, although this woman being described will have similar interests and activities in both the urban and suburban area, if She is a suburbanite she very likely belongs to fewer so called women's clubs and plays a more active role in educational organizations and in those groups to which her children belong. This is especially true if she is a rural resident as far as educational organizations are concerned. Also, as might be expected, the rural person will be much more active in farm oriented groups. Educationally this Oregon woman we are getting to know very likely has at least one college degree. This is especially true if she is an urban or suburban resident. If She is a rural resident she will probably have a high school diploma. As can also be seen in Figure 2, the possibility of her having some training-wbusiness, music, art, beauty or a year or more of college--beyond high Z92 50% - a 40%- O 30%‘ O o 20%- X o 3 urban 10%- x = suburban O O = rural I I I I Grade High Special College School School Training Degree Fig. 2. --Education of Respondents 293 school is not unlikely. Since the woman being described is interested in education as we note in her academic achievement as well as her interest in organizations and study groups which are so oriented, then we ask what are the directions this interest takes. In Figure 3 we note that education ranks high and that although the urban resident seems to set the norm the living area and availability to certain types of educational activities will affect the response. This appears to be true for arts and letters and fine arts in both the suburban and rural areas, especially true for business, social science, psychol- ogy, sociology and philosophy and language in the rural areas and also for home economics when viewed from the standpoint of more need for this type of training and less ready access to convenience and ready-to-use items. We might also postulate here that it is the suburban resident who has more opportunity because of prox-_ imity to urban conveniences but not necessarily the cultural prog- rams to read, study and write on her own; hence the interest in mathematics and science, social science, language and journalism. .She may even be actively engaged as publicity chairman for her community or more than one of its organizations. As we continue to sketch this woman -fo r .whom we are planning and presenting programs we need to take note Of her occupations. Figure 4 graphically illustrates that by far home- making is the most prevalent of the occupations regardless of mesopcommom mo mumouofi: Hecoflmospm: .m .wwh wOHOwOom rosewom can 923qu momesmcmd xmofiosoxmnw moflmaofiumz mmonwmdm was 3.2% EmSmCHSOM 183632 mongom Hmfioom mongonoom 650$ mun/w warm cofimospm LlruuiuflflIanruI— ..I-IIIIIII _ - — .13 — Ill — _II .5 - nu .UJIIIIIIAU /V a x 294 Hausa cmaudnsm Genus /. / /.. /o 7 X I oNom .$o~ u§m~ u§om 80% 70% 60% 50% - 30% 20% 1070‘ ' Lamaze. :r 533': ..‘I mmnw 1.3m: tax— l. w. '3.- .w:m:: ' 'T “Y 295 o = urban x = suburban O = rural O l I u a i Homemaker Steno- Retired Educator bookkeeper Service s Fig. 4. --Occupations of Respondents 296 living area. However, if we think in terms of employment outside the home then teaching on an elementary or secondary level becomes the predominant occupation. However, She also very likely might be employed in the role of a stenographer-bookkeeper or related position or in some of the service fields--beauty Operator, nursing,- et cetera. Interestingly She is almost as likely to have retired from these or other fields of employment. This Sketch of the woman who is the listener-viewer of educa- tional broadcasting would not be complete without a look at the occupations in which her husband might be employed. A look at Figure 5 indicates that this will likely depend upon the area in which they live. However, this might also be stated conversely--the area in which they live is determined by the occupation of the husband. Regardless of this previous statement there are several occupa- tions which head the list. The family of a professional man probably lives in the urban or suburban area but as expected is less likely to be a rural resident and the reverse can be said of the farmer, his family is most likely to live in the rural area. If her husband is retired or deceased, then again our woman is likely to be an urban dweller although if in retirement the farm may be their home. Here again we might postulate that the area for retirement or where the widow lives may depend upon the type of occupation her husband had and their previous mode of living. In general we might also say that the semi-skilled live in all areas but tend to gravitate to the 297 mesoeconmom mo Penmansm OHS mo mSOEmQSOOOII .m .wflh . .- .ahlrafi‘Idau. til: .11. HI. A. .. I1.flllllllafunrfl Edaqlil ER! 2.3.141 1H! .31 .NW . 1ft I E .1 "HI. . )\ \. ,3 I . \ep /\L J {/0 5 x O 51;. an m... (\I\ . r . HNMSH H O cmfinsndm .I. x Senna n o UOmmoooQ Uonflem .HoEnah nonmospm COSEW Cofizxmuflrflom nose/O chowmmfionnm . . . . _ s flood .fiom .osmm .. ob O m 298 more rural communities. Also that the skilled worker, the teacher and the owner may live in allareas depending upon the location of the husband's business or job. Closely related in our sketch of our typical woman is the- evaluation of her husband's or the family income (if she too is employed)._ Very likely, as noted in Figure 6 the income is-in the bracket of $5, 500 to $8, 000.3 However, if this is a rural family it could be $3, 000 to $5, 500. This figure and that of $5, 500 to $8, 000 are also-very likely possibilities for our typical woman and her family depending upon the type of employment of the husband and also whether this is the wages of the husband or if the wife works or the family is- fortunate enough to have additional income;~ Of course, the extremes of income under -$3, 000 and over $12, 000 cannot be overlooked but they do not- seem to apply to our typical woman: Age is another variable for which we are lacking as-we. sketch our woman listener-viewer. - The data plotted in Figure 7 indicate that she could be anywhere from thirty to sixty and still-be typical depending upon her living area. The trend is for'the younger~woma1 to live in suburbia, with the next age bracket most prevalent in the rural area and the older age group to be urban dwellers. This would seem to have some relationship- to the-previous comments regarding husband's occupations and the family income. The urban dweller is primarily in the 50 to 59 age‘group or the- 40 to 49 with an income of $5, 500 to $8, 000 or less and her husband is mm '3"..._“"m L3 5 0% “if 135.“? warm-fizz. 40% up... WWJW -‘mmwm.’ ‘2'" 30% - 20% - m 10%;- ! l I I Under $3, 000 to $5, 500 to $8, 000 to Over $3,000 $5,500 $8,000 $12,000 $12,000 urban suburban o = rural 0 H X II O O I \ O H ‘7’ O 1 Fig. 6. --Income of Respondents 300 30% /x OKO III 25% urban suburban - rural O , 2.0% ‘1 D \ 73» 15% ‘ i 1. 10070 “a '1: 7‘ 9 5%)' (3 )4 Under 20 ' '30 to 39 50 to 59 ‘Over 70 ‘20 to Z9 40 to 49 60 to 69 Fig. 7. --.Ag.e of Respondents 301 either engaged in a profession, is retired or has passed away. She might also be employed. If she lives in suburbia She is 30 to 39 or possibly 40 to 49 with again the likelihood of an income of $5, 500 to $8, 000 or in this case perhaps more. Her husband may be a professional -or semi-Skilled. There is some likelihood She too would be employed. The rural resident is in between in age-- probably 40 to 49 or 50 to 59.- Her family income is $3, 000 to $5, 500-or possibly more coming primarily from her husband's occupation as a farmer -or semi-skilled employee and there is less - likelihood of her working outside the home. All of this is tied closely to the number and ages of children whom our typical woman is rearing. Figure 8 illustrates that although most of the children are in the 6 to 12 year age group more of all ages live in the suburban area. Also that although more Older children live in the suburban, rural and urban areas in this order that the order changes for those under 6 years. We might speculate here that our typical woman compares to the average woman'- described by the Women's Bureau, U. S. Department of Labor. That description is that she marries at age twenty, has her last Child by age twenty-Six, he is in school when she is thirty-two and Out by the time she is forty-four. Her husband dies when she is Sixty-one but She lives to seventy-six years.‘ By looking again at the age groups of our women respondents (Figure 7) as compared to the ages of the children (Figure 8) and at 302 o : urban x : suburban 50%). 0 '-'-' rural 14 —~ f: 40070-8 30%. X \\ x/Ofi _ .\\~ 20 %_ . % O . 10%- X 0 unde'r 6 ' 6 tor12 ' 12 t6 18 Fig. 8‘. --Age of Children of Respondents 303 the same time take into consideration the amount of education (Figure 3) and the possibility of employment which might postpone marriage and children until a bit later in life than the average described by the Women's Bureau, we can reconcile the account in some measure for the distribution curves for children in relation to the ages of their mothers in the reSpective living areas. At this point we might also consider the age of our typical woman listener-viewer (Figure ‘7) and the husband's occupation (Figure 5) in light of the statistics quoted from the Women's Bureau. In the figures of this study we can detect a thread of correlation again between the percentage of women 50 to 59 and over and the percentage of husband's who have retired or are deceased. With this background on the vital statistics of our typical woman listener-viewer it seems appropriate to delve into another aspect of her life-—what she has to work with in her home. The manner in which this .home is heated varies little from the urban to suburban areas (Figure 9) but as might be expected there is a marked difference in the rural area where some fuels are mpre or less plentiful. It appears very likely, however, that our typical woman has either oil or electric heat in her home. A look at the appliances She has at her disposal (Figure 10) indicates that our typical woman regardless of her living area has a refrigerator, range, washer, toaster and mixer. She also very 304 O X X o 40%”: I' 30% ‘i O \ . o 20% ~23 '\ urban suburban rural C) o X 1070 ‘3' l l (D I _I I ' I Electric Oil _ 'Gas Wood ‘Combination Fig. 9. --Methods of Heating Respondents' Homes 305 masowcommom mo mmocwfimmsauI .ofi .mfim ego mmflom MOOSE ”5235. «93m @600 HoammBLmHQ Roaming Houwnowwnmom noncoflmno ECG 09:.001 posse, 3mm? HOEMOH HOKAHQ nonoouh omcmm III.“ ”.19- .uIvIIJII- 111.111.. ”101*.6 .I... - 7.1.1.1? \I “VII-aura) -uuklhgl 3.33136; ..u.§LI‘I1I1v...II..IIJ In J bl. J. HMHSH H O _ anHsnSm u x 3 /O .. . Can—HS -. o\emN .o\oOm ..oxsme O :11. .1111. ”1.1!. $02 O: 306 likely has a waffle baker and/or grill and perhaps an electric skillet and coffee maker. If She is a suburban resident she might also have a dryer and if a rural resident a freezer. In the light' of what we today deem necessities this listing does not surprise the author. The number of freezers in the rural area for the preservation of home produced food in contrast to fewer in the urban area where the super market is the chief source of supply was anticipated. Perhaps the larger income in the suburban area plus the likelihood of fewer women employed outside the home hence time to use these appliances gives a clue to the larger number of dryers, dishwashers, blenders and rotisseries. In summary then we can say that the typical woman listener- viewer of educational broadcasting in Oregon is affiliated with many groups including women's clubs, church, childrenls groups, educa- tional, hobby, professional, fraternal and if a rural resident, farm organizations. She also very likely has a college degree and is interested educationally in education, liberal arts, mathematics and science, business and home economics. If employed outside her home she is most likely a teacher, works in a business office or performs a service. Her husband may be a professional, teacher, farmer, Skilled or semi-Skilled or retired or perhaps deceased. The family income will probably average $5, 500 to $8, 000. She will very likely be 40 to 49 years old with children 6 to 12 years old and 307 with a home equipped with oil heat, refrigerator, range, washer, toaster and mixer. Perhaps she will have some other appliances as well but these will vary. The Oregon Bureau of Labor has furnished infOrmation from the 1962 Handbook of the Women's Bureau of the U. S. Department of Labor to the effect that of the women in Oregon thirty—two percent are high school graduates, six percent have college degrees and ten per— cent have less than eight years of education. The ”typical" listener- viewer of educational broadcasting in Oregon shows a very different pattern for her education--twenty-eight percent are high school graduates but forty-four percent have college degrees and five percent have a grade school education. We also learn from the Bureau of Labor that women make up thirty-two percent of the work force in Oregon and that this is similar to the national average. It is most interesting to note that the data from this survey indicates that thirty- two percent of the respondents are employed outside their home. It may also be seen that the median age for employed women in Oregon has risen from 1950 to l960--thirty-nine to forty-two years--and that the "typical" listener-viewer sketched in this thesis is 40 to 49 years. In this resume' of the “typical'' woman we must also be aware that this is the median of the data gathered. Our audience will also include women at both ends of the continuum of which we have described the average. Interpretation of Radio Information From the data gathered and analyzed in Chapter III we can see that of the total number who responded to the questionnaire about seventy—five percent can receive KOAC and are nearly equally distri- buted percentage-wise in the urban, suburban and rural areas with rural the lowest number (Table 40). Of those who do receive the station the regular listeners are again fairly evenly distributed percentage-wise (Table 41) but this time the highest is in the rural area with urban and suburban next. Those who indicate they listen sometimes are a much larger group, again with a relatively small variation, but here the percentage diminishes from urban to suburban to rural. Of this group who listen to KOAC regularly and sometimes data were gathered about those who listen to the programs "Especially for Women. " We note that of those who listen to the station regularly-- the typical woman previously discussed—-thirty percent listen to these programs regularly and forty-nine percent sometime s. Among those who listen less frequently to the station one percent indicate they listen regularly to "Especially for Women" and forty-eight. percent sometimes. The reaction of the audience to the. convenience of the broadcast hours are illustrated in Figure 11. As might be expected approxi- mately twice as many "regular" listeners as "some time s" indicate the morning broadcast is at a convenient time. The negative response 308 50% ' 400/0 '1 300/0 ’ ZOO/0' 10% 0 mg:- Pm-m . —— L. 309 q- r... runner—J . ‘ uw"1:"' M" an .‘A—l‘i‘. - ‘ ,___.___, Ii 1 E m 1 :0) I :U) I: :0) I :0) I o O <1) 0 a) o a) o 3* .2 E‘ .Z ? :3 E“ .Z — — — { — .— ‘ .. — — Regular Sometimes Regular Sometimes 10: 15 to 11:00 a. m. Broadcast 2:00 to 2:30 p. m. Broadcast Fig. 11. --Reaction to the Convenience of Broadcast Times 0 310 among regular listeners was two-thirds that Of the sometimes. The afternoon broadcast hours are not as convenient as the morning for either the "regular" or "sometimes" listener. Although the "regular" listener finds it more convenient than the "sometimes" listener the difference between the two is less than for the morning broadcast. We also note an even smaller difference between the "no" responses of the regular and sometimes listeners. Reaction to the length of the broadcast time for both morning and afternoon broadcasts is illustrated in Figure 12. In both instances the proportion of those feeling it is "about right” among regular and sometimes listeners is about the same. However, the percentages who responded to the question about the afternoon program are smaller than for the morning broadcast, as might be expected from the response to the question about convenience of time. In no case is the indication Of “too long" or "too short" a large enough percentage to be significant. In reviewing the reaction to preference of length of discussion .we can readily see in Figure 13 that the "regular" and "sometimes" listener seems to have Similar taste for five, ten and fifteen minute discussions and that both increase in that order but that here the similarity ends, The sometimes listener interest decreases as much as the regular listener interest increases at thirty minutes. However, comparing those who never listen, we note their interest is greatest for thirty minute discussions and that the only two points at which it 311 ”loam OOH. Em: 382 wGOH OOH. toam OOH. Dami neon/w wcofl OOH. :9? ooH. Em: Sons. wnofi OOH. DnOEm OOH. Ems Sons. In. .I. I ll. .1 O —3 LE I I I — E I aJIIIII asuIiIh1. % mfi O 4 E”. 1.“. LIL. .Ir. 1‘..- . wcofi OOH. A "‘1 w 111.. 151. 30%- 20% ' % O l Sometimes Regular - 2:00 to 2:30 p. m. Broadcast Sometimes 10:15 to 11:00 a. m. Broadcast Regular 12. --Reaction to the Length of Broadcast Times Fig. 25% 20% 15% 10% 5 % U.) 1—4 [\J . = regularly x = sometimes . o =‘ never 0 O 7. 7: O O / 7g 0 - 21:53 .12112'..- 4. ..J—LELI: alum-Jug; 1"; 2'. .. .3.“ .ZTNZLZ" -..'. 44mm ‘ 9 "I $37.: 2 _ . - -.--- J . ..umru:zz-x’z. mmr -Tv - ..A-. .m. u. a! 0 mp .A. u... e - hm»; ..h. Fig. 13. --Reaction to Length of Discussion Periods 313 measures up to or exceeds the listeners is at five and thirty minutes. In Figure 14 we see illustrated the data from Chapter 111 (Table 48) indicating the type of music preferred. The regular listener pre- fers classical music with a declining interest through semi-classical, popular to jazz. Those who listen sometimes and never have less interest in classical music but greater interest in semi-classical and popular. Here again jazz seems to have little or no appeal. How- ever, in all three cases the combination of music was by far the favorite. ReSponse to whether the "regular" and "sometimes" listeners have enough interest to listen to Specific topics often included in the morning broadcast is illustrated in Figure 15. Medical discussions, foreign student interviews, nutrition and gardening are the high points for the "regular" listeners and recreation, both indoor and outdoor, and home management the low points. Similar responses are noted for the "sometimes" listener with the exception that recipes and cooking tips exchange places with nutrition in the higher percentages and money management is added in the lower percentages. The indicated interest in the home economics authority present- ing the material shows, as might be expected, that the audience pre- fe rs the faculty to students as presenters. This preference is in larger proportion among the "regular" than the less frequent listeners. Of the programs presented in the afternoon by women's 314 i I 13. ,. 'J 50% i: . = regularly h ' x = sometimes ' I o = never >< 40%,; / I. 1' I 370% ‘ F. 1 r ii 0 20% ‘3 F! a 1 10% "a O I x = h \ 1 I -. . Clas sic al Popular Combination Semi-classical Jazz Fig. 14. --Types of Music Preferred 315 (I .1. a t A’ILUB xiii X 0 i. SKI I. .51 S "—1 o 1 ~— v " .3. <3 3 O ._ unset: lei-Jam :5 - a w E \ \ I 3311232 0 O .0 'o H a: \s Q .' go swatqoxd II 1 ,— ,- X 0 \ 5:. sionpoxd A\3N '\ \O Q I I‘ O fluq—A __..__ ' Sutuepxng \ 1'. iuemefieuem aon 9112:) pue esn --iuewdtnb3 O \ 0\ _._ . U L .. ..- sdti Butseqoxnd _—.. ..— 1ua uIaSeueuI Aauow / /\ .I. can. _'....;”. 7 normal 39.x .IOOpinO uotieaxoal “—9 {- IOOPUI . .-.—...— .. - 6 1:10 LudoteAap PIIVIO SSuTqSTUTn} OLIIOH 1‘ O ... - M;I"TA-n‘_._. .‘ 21‘. notionxisuoo SUIIIIOIO .< -—-X """ ‘ O O w--0'— ..— ... O SAXQ'LI UOTQSB‘E u...“ -___. ..4 l sdti Sutxoog I ‘ ran-7'1. “a"..- (I uotitIInN SissnB 1.1813103 \ X 0 suotssnostp ..,,_....-.v.- _ -m m —— -m. {eatpew \ ) \ 80% - o 40% - 20% 15. -Interest In TOPICS-eMOJTIllDS Broadcast Fig. 316 organizations, state agencies and the KOAC staff, we note (Figure 16) that the ”regular" listener to KOAC who listens regularly to "Especially for Women" shows a preference for subjects related to aging, gardening and current affairs and that of this same group those who listen to ”ESpecially for Women" broadcasts less frequently pre- fer current affairs, information on child guidance and development, books and life in other countries, If the indicated preferences for both are combined the preferences then are for information on aging, gardening, current affairs and books. Observation Of preferences expressed by the "sometimes" listener to KOAC who listens to "Especially for Women" (Figure 17) regularly indicates information on aging, gardening, current affairs, We also note child guidance and development and books to be high. that this same audience of KOAC but who listen only sometimes to "Especially for Women" have current affairs and books as their major interests. When the interests of the two segments of this group are combined the preference follows closely that of those who listen regularly--information on aging, gardening, current affairs, child guidance and development and books. In summary we can note that about three-quarters of those who responded receive KOAC. Of those who responded the total of the "regular" and "sometimes" listeners in the urban area is again about three-quarters, in the suburban area approximately two- thirds and in the rural area over one-half. sometimes total 0 = regularly O 317 Ge 50 >2 L m So 03m ”H.232” zoom maHOO M. w . .d _ hcfiflnngem 23 HO Hanan. .4 pzmnO 9.3 mo modemA k mQBU whose? mo coflmnopem cowOHO Eofioom Bogoamflfl HESOU coin: moflem 9:098? V L"..Z...-.-' " :3.- '2 @D wafi . -BOHU mo mEOHflOHH " 'sz' mnoeo> T C6803 mo 9stva n -. Tofldflotzem cmofinosfix .. 05 mo mpODLHDmQ £9.20 3 Henofimmemofw « use mmosfimsm \ \ .2650? 33.8533. mo 9 X . n JOBEoOmm/x CmomnoE/x 3.7- '8 ..JX‘ ’ -12: an, .- WLSHU Copnnu mo :OSM " ..znz. J” i. FIHOUOH .6”:me CowonO / n m c m w < .1... 0. I ..IIFI 111. ,III I ..IIHIIWW .. .. fin...1hsuu.l.ruu..INL “In 1mm-...II:qu..I.IN.-I... rIHMIIuII.I.I...I-II.1uII.II..III.IhIM,I.I ..H...\.J.nflu v.11... H0001.“ Hull. 1. . .mp5 c O HMHU ”H30 0 0H nwxw m --Interest of "Regular" Listeners I 10. in Programs - -Afternoon Broadcast Fig. 318 m... 52:03 Smfioofim a I- v2.3a Boom y w _ H .m .. . ...,.manOU weflom 9:680? 1 m la.“ n d ofiflsmom 65 MO HEM/s m We m IL». an... pcmnO OH: “HO mofiomé a. r s \\ ”mm mQjHU whogoa : : __ \\\\I n . 0 Q .s mo cogsfiepeh cosenO O O X \ \‘o I ~ __ Huefloom Hwoioamflm a . .. 0.x 0 . 3550 Connie: H \ \ \\ I @2320an mo mflCOEOnm C \ m.Ho._o> a 2680s.). mo sawmog / COEDHO>O~H engages. h 93 mo mnoEmSQQ _ c.6953 anconmnowonm A... I. new mmofimsm £68.03 Him no>ED MO 0\\ ,.Cofld..AOOmm.<. neocogiq. . V’. O \\ _ 9230 £36.50 mo :ofle fi/xx O _ Infloeh 33m :oweeO H15.“ 1.".- .fidflrtm‘dfilV—ridssullh- . 1 ...-..¢II .. .. .. IIIIhlIIIhthII Iourhrlflunhfi. ..IIHIIIWIo/IIIIIVA . .IIuflInEr -IIIHnVn 11.10131... ..I.I,.1I. . it. . ..IHI ,HIII n1 \. -.I.....I..I....KMIJW HH AMMW< HP 0 —.m UHH #IH o D 0 HA...» .\_ mu C1111 P % % % O 0 0 4 3 ners L LI 17. --Interest Of "Sometimes" Lis in ProgramS--Afternoon Broadcast Fig. 319 Regular listeners to KOAC indicate that they listen to ”Especially for Women" either regularly or sometimes seventy-nine percent of the time. Those who listen sometimes indicate forty—nine percent listen to "Especially for Women. 3' The morning broadcast time is more convenient for the listener as might be expected from noting her activiities in organizations in Figure 1. The length of the broadcast time during both morning and after- noon seem to be about right but as might be expected from data regarding convenience of the afternoon program there was less response. Length of discussion periods preferred seems to be fifteen minutes with thirty and ten minutes also acceptable listening periods. Specific music preference seems to vary but the combination of classical, semi-classical, popular and jazz is the way in which the respondents indicate they wish to have it programmed on broadcasts such as "Especially for Women. " The response to topics commonly discussed during the morning broadcast would indicate that those topics with a currently high pro- portion of listeners should be retained. Those topics with a low pro- portion of interest need investigation. Because of the current apparent upward trend in recreation, the lack of interest indicated in this survey for both indoor and outdoor recreation might be due to methods of production or subject matter selected. The topics which 32.0 fall into the intermediary area of interest should also be investigated regarding its content and presentation. Indication of interest in afternoon programs would indicate that those previously mentioned as high in preference- -aging, gardening, current affairs, child guidance and development, books and other countries--should remain an integral part of the program schedule. That perhaps the remainder should also be looked into carefully to determine if methods of production or specific areas of subject matter could be revised to gain greater acceptance. Interpretation of Television Information Analysis of the data in Chapter III regarding the audience of KOAC-TV and KOAP-TV and their viewing habits shows that there are some similarities and some differences in the response from the two Channel areas. The percentages of those who receive channels 7 and 10 (Table 83 and Figure 18) vary somewhat. In all three living areas (urban, suburban and rural) channel 10 has the larger percentage of potential viewers with the greatest divergence from channel 7 in the suburban area. The greater number of potential viewers of channel 10 in the urban and suburban areas might be anticipated because of its location in a metropolitan area. When those who not only receive these television channels but also view them either regularly or sometimes are categorized by living area (Table 84 and Figure 19) we note that the channel 10 audience has the larger percentage of "regular" viewers in all living area. (These percentages are in similar proportion to those who receive the channel.) However, with the "sometimes" viewer we see a change in the pattern except in the suburban area. In the urban area the difference in percentages is smaller. This is also true of the rural area but here for the only time channel 10 has the smaller percentage. (Again this might be attributed to channel 10 being located in a metrOpolitan area. ) Of this audience we note that of those who View the channels (321 30% 15% "..um- 17— ‘ 1 .p— - r‘?‘ V‘ r -.':- 7:” -~c--v- urban m ' .L‘ channellO channel'? >40 n n /\ Xg-\/oz Ci :3 o a 9 suburban rural 18. --Receive KO.A C— TV (7) and KOAP-TV (lO) «3 7.. [exnl ”‘1'. "In" OH Hr. CC a: U S L b LI‘CBQITICTI 8: .51294 2:. E >e-oi¥>ufllswom 35.530 I I Idl. HUN Hun-H‘a'I III. ud Ina] Hg will...” ueqlnqns ueqxn _ x d . !. ’Jl'uilm “I". a will: u L uefixn qns L ..h" ".3“..ch V .3: -. ‘-.‘.- - ' 4.. --3.;_. mm U k... ‘ 2..» .' ‘ .L- I. O {OCH .30 N o\oo v §om 3Z4 either regularly or sometimes many more view ”Family Castle" on a "sometimes" basis (Table 85 and Figure 20). We also note that among the regular viewers more view this program "regularly" on channel 10 but the greater "somtimes" audience is at channel 7. Among the sometimes audience of the channels the percentages of "regular" and ”sometimes" viewers are smaller but the proportion is similar. The data (Table 87 and Figure 21) also point out this same information regarding the viewers of "Today's Home. " Preference for viewing time for programs such as ”Family Castle" and "Today's Home" (Tables 86 and 88 and Figures 22 and 23) is in every case in the evening. Among the "regular" viewers of "Family Castle" there is a larger percentage who prefer morning and afternoon at‘channel 7 than at channel 10. However in the evening this is reversed. This is not true for the "sometimes" viewer except in the afternoon. Preference for both the morning and evening time periods at channel 10 exceed those of channel 7. The samerreference pattern does not hold true for "Today's Home. " The percentages are smaller. Channel 7 ”regular" and "sometimes" viewers both have an equal preference for morning and afternoon broadcasts. Among the "regular" viewers of channel 7 evening preference exceeds percentage-wise that of channel 10. 4 -mu :1. we]! 1.. ‘ so '1/'- l v I'lbl‘lf . -I-~ ed 2.0 .I I1"'II .- .u—. I OH :0 l\‘ as L I! 0.70 -... *g—- 4 .-~—. . 'lel4niiJlI.I-- .IviV.-'I Il‘1.\,I--I:J .m ..--—— a--- -- ._ an... ..c, Y ometime —‘ k. L.) 1 .. L-A- '\ Li C f: Lil iewers 5 761‘s I viev gula r .3 , l Casie" J .-.: C L4a# Lo [\ ) o\ r l I l. and C .Jv/O : PE 2} ‘1 2.0% ‘ a I I :1 l 10% ‘J 5 I F: Q ~ 0 ' o O r . r" it .5 .I-l PC .2 £1 .13 £1 ..H :4 L) U U U L) U U U . 1: j; l :- l I _________‘_—-———-1- , Regularly Sometimes Regularly Sometimes Regular viewers Sometimes viewers 21. --Viewers of "Today's Home" :oSQmU afiemh: no.4 oucoaflduafi BETH-.. .NN .wflrm 93.59.; morcfiogom wage/o?» padswom OH 02.3.50 n 3:sz0 3 3:.sz0 N. 7:22.50 Nu . IL I l I .I I I II II III III. .II .11.. . II I .. .l .INIL. .. .1.” ll)“: .l CI . 1.! I ... . .lflhl.n..”l I .IhIII I. < ..Hr. HWYHIIII IHIIII‘II C .AI.H..HQI..V|‘.H.IIIIAI.It.P. Ila IIIAiI” “(an fivunflll MEI-l‘III-u'lh 4 I vtul‘nilvlll.’ .I. IIHQI. Iii-HIE II..L.II J ._ 2 v N a v .M _ a V N a v N x. c J T . X I; T . _ X 1;. A. T J J . 1 O 1 1+ 0 i 1. O . 4 7 0 mm 0 .4 mm 9 . a m m 3 l m 9 l v v; v .. m. .4... m. m. m m. m m. m m. .1. m m. 7 v J u . . Y .. xv . I a O O . IIIIIII , . c m '. i.'u‘.l' : - .. I 1:. 0."II1. III. E ‘ I Ii-.. ‘1, Ar 7 _... $0M n/H _ oJ . a ‘ Ii.- ..IilIIL y. Em H -33.. M m . a at. d4..-"- L r_ . IIIUQA ‘ "\ L. O . I 'VI.‘ I; :o....32 9.33.5.5: new eccoidoafl oreflm.-- .mm .wTH ..w.H.,..w/.C.m> mUCJTuCAQQ macaw/OW? 9.1.9:;QO ._U..:...t:.U N. HQCCGQU OH .TSCQNSU N. BESSIHU ....|I-..... . ..o. . ..I..IJ..., ..dh.iv((lt; r: .I.. o . II. | .l‘l. l u I. .. I111... l . l'. I]: I . l I... .u it.’ .I. I ill.nl\...¢ll| I . .3. II.I II, .lrll. l‘ Ilildnw .l...a.. Hadl’ I[.I w c»-o—- 7L0 w o S V v J r I. -. - . I .. ..v m. I v: N. E V 3 W ._ IIJ O A . Ty T.l . AL V J A. . . x a a a 1 a o I 1 u r. a I . Y. I m u u s I. U 'l UTU .10 L. .I Q 1:) c» O 13 mu 1 0 IN oouxeigv Q Q ._.= § CD 1.11 110011 I. a. w u U. oxcm v. . -i'.L. -~‘ 1-1- 1 1-1 C_- I»- - .I... 'I‘ I'll .al..llal'| -. r — .-...- 1 ~1‘ 0...... o a b . -‘~ ’r‘.‘il $.3— G \ ... “Omfi _ .aoxoON m i --4. 329 There is, however, a similarity to "Family Castle" in the general pattern among the channel 10 “regular" and "sometimes" viewers. Thirty minutes is by far the preference for length of programs by both the "regular" and ”sometimes" viewers of both channels 7 and 10 (Table 89 and Figure 2.4). Although fifteen minutes is the second choice, it is only one-fourth as desirable at best. Preference for frequency of programs for the women's audi- ence (Table 90 and Figure 25) is two per week. The second choice seems to vary with the channel and viewing habits of the respondents. Among the "regular" viewers at channel 7 three and five would be next while at channel 10 five. The ”sometimes" viewers indicate three at both channels 7 and 10. Topics preferred by both the ”regular" and "sometimes" viewers of both channels indicate the same highs--gardening, books, art, music and foreign guests--and lows of interest--management of money, time, space and energy, sports and programs for the mother and her pre-school child. The intermediary group include the homemaking skills. Among channel 7 ”regular" viewers (Figure 26) this is cooking, sewing, nutrition and child development. The "some- times" viewer is also interested in programs for children. The channel 10 "regular" viewer (Figure 27) excludes cooking and adds hobbies and the programs for children. We note too that the "some- times" viewer shows an interest in this list and also an interest in cooking. 0 - . ad .. 3.1.95; Cine-ca; new oocunowonnfi- I 44M 33.-A m.Ho...>o.t/ m. or afioEom whoaocx an Emom OH HUWMCQQU NI #325630 OM HJWJQGQU N. .HlUZCHwSU _ I I I (:1 .Jlifl. -ur. Hui.“ V .l .u.. ....fi|.l«..i.....>.... ...| .o., . .I.|. “.1. I linflfllnlhudnuq - .lh. II. .I.rii. «I HI.» I - , I — - .1 . . II .J. In .11. . , . .l.l . ..L!I.1Hr . I ... I. . . .H.l fl i. ”unfll HM lulu! I-..“ W _ W W . _y .- .13...-an1- he I r.rC/ 7...}. g .I. . C/ r. . re T.. Q/ .7 Cc T. 0 CW ..0 C. O C. O .C; O C. 0 CW 0 - W. Lil. 0 CW 1 . . v 7 .c T. .W ”W W m a ”W a w. a mi..- w a .f. m a ..W _ W.- T—- uIWu v» T... *1... TL- T-u TIL Thu |. .QIL. I. ...n T»- u u u u u u u u u u u u u . u u n W... n n n n n n n n n n n n n n ..W, 1 .r 1 1 fl? «:1 j. «I? l .4. 17 .11 .I? 11 «Jr a w G _ Q 3 O O O a 3 3 3 9 a 3 3 9 RWWNWO fl 9.” ..D ab . . - . .. .13... S «b S Finn!!!- S 3.. no S S ab 8 .3 ho O N e. '5‘. l .‘ Id: . “III. W W W W W W W... W-0 W W...O W...- W -.lJ.l.IIIL “LNG“.VAIH OI'I ‘- m-“w-O—I v-n—n . ‘4.---— -—vq—-. . - -—_- k U-'— \—‘. ‘V, OLD 2.3 D a pH C 1. ‘m-mu- . — JQWWLAQ ..JALI I .h O H L a, a. 0.2.3.... / .W. 3. Ti. J N. {TA HOCSCLU .--.~a--—--c—— O l s 8L .~.-~5Q/®w 2 m:w100mv mowQQOflH ‘.--.-~....—-. - - o- ~-— _‘_“" . __.._ A“... C) N ._..- p..- A ‘ .--..._. —~.—-€- —— ___-—_—. .J\. «J 1» ~\ .IK -. --o-«m .1 . E Q Q \-4_—..-‘_ u... ‘4 m.Hu...../.J.H.> SH .H.::-..J_L.H.HUV .../.H..-.‘-T<.-Cvmxuwuw.n...._-. C..H “797327- .nm ..J..H.,m 9H .. ..v 5 H3017; 3. U Q 4179;... a. ... CC I w,» v. _ :3 .5. 3 AU t 2 LU 3i 2.1.2 DZ ..2 < w H .H ; ,6 ...r :0 x. 929.0 2, a CBS. mcwzoc O 303.wa OH; I; 4.31....V2L59Hflw ~13“.meer ©me 194 VLMOOMH 39.0.“me MAJEUSH mi. .,,,. “w m 51??pr a .A . . . 2... 4‘ , h I n b w ..h , w 1-..]! a . u ‘ . u u“ ,1 1.. a . . ¥ ..Ihr . A u'4ln \u x . Léh. «I. 1 I .. l.4.tl§\.l.. O. D ‘ ILA .. .i \ .1 .IIQ .. .9 ._ . v . HJ . _ / {l / «.U !Il!4;.\l . «W0 0 H . / \\ .f \ ¢ / 9 \ lgi \ . . .. .. . .. . . \.\ . I PV -\ /’ us /.. v\‘\ \ / /. . z / m _ a \ Hv . . ..\ / I \ . .u. - u / is i.£?.:t371 ;1 O \3. \..b:m .. / L .. . \ .l/II .. ,..\. I \ .._ / (.1 .z .. l/ . . x _ lk... I..\ l q. T / A // / H , ..\ .fl . ~ w u H; . . . ,3 /5 y. , . g . .\ }wocm . /. I 43m .2694! -I.. J IXI|\.|. .. J —’ ,_._..- .-- EX. \ /\\ CHECK. -. . 3.-....H..HH..-.__:pJ. n O \ Ah Aurfifiv.~J J Ilfl‘ . r,_._..._5~1 .r “ *fiLA 334 In summary then we can say that the largest audience for channel 7 is urban and for channel 10 suburban. That for programs such as "Family Castle" and "Today's Home” the larger audience is on channel 7. Time preference for such programs is in the evening and for thirty minutes. The greatest interest is in two programs per week. Topics preferred on both channels by all viewers are gardening, books, art, music and foreign guests. The secondary choice is in the subject matter area of homemaking skills. A comparison of the radio listener to the television viewer indicates a wide divergence in the time of day they prefer broadcasts designed for them--radio prefers morning and secondly afternoon while the television viewer shows a marked preference for evening programs. The length of the program seems to depend upon the time of day. The radio listener responds that forty-five minutes in the morning is "about right" but that even though the afternoon is less convenient for listening a thirty minute program is preferred. Tele- vision viewers not only showed a marked preference for evening programs but an even more intense interest in thirty minute programs over the other possible choices of 1ength--fifteen, forty-five and sixty minutes. In subject matter areas we note some similarities. The respondents for both radio and television indicated a major interest in foreign guests and information about their countries, books, 335 cooking tips and gardening. In addition we see interest in other areas of liberal arts, current affairs, problems of aging and homemaking skills in both mediums but this interest varies in degree not only from radio to television but also between the channels. CHAPTER V RECOMMENDATIONS In this survey many questions have been explored, studied and analyzed. The information as interpreted by the author seems to corroborate other studies of women, their preferences and desires in this ever changing world and, therefore, appears to be valid. Application of the analysis and interpretation of the demographic information can be made to the programming of Oregon Educational Broadcasting. In deve10ping programs for women's audiences for radio and television we can look into their preferences for the time of day, length of program, frequency of broadcast and content and examine the demographic information for those guide lines which will determine the specifics of programming as they apply to topics to be broadcast, production techniques to be used and details of program scheduling. Here are concrete facts about the women's audience in Oregon and its preferences on which programming peOple can depend for guides to educational radio and television'scheduling. This analysis of the survey undertaken has not as explained in Chapter II attempted to include all of the data gathered by the survey. 336 337 .There are, therefore, many as yet unexplored avenues which at a future date might be pursued. There are, as the author realizes, many other approaches to the data presented here. Further study might also be suggested in this area. From the analysis and interpretation of the data about radio it can be observed that the morning broadcast of forty-five minutes is "about right" and apparently convenient for the majority of listeners. It may also be observed that the afternoon program of thirty minutes has listeners but it is not as convenient as the morning broadcast. Program segments of fifteen to thirty minutes combined with. a variety of types of music and centered around the tOpics indicated will seemingly attract the “typical" listener. However, since there is no "typical" listener and because there are many other variables which affect the programming of any station these data presented in this thesis are offered as one guide to . developing the programs intended for the women in the audience. As pointed out in the interpretation of the data and its analysis regarding television, we can note that the respondents to the survey studied prefer television programs for the women and the family in the evening for thirty minutes. We note also that the preference is for two or perhaps three programs per week on topics in the areas of liberal arts, hobbies and homemaking skills. 338 Here again this basic information considered in the light of the remainder of the data, the continuum which describes the typical viewer, and the other variables included in the climate of the times can be offered as a guide for programming for the women's audience via television. In summary, on the basis of the information in this study it would appear to be implied that programming should continue to allocate forty-five minutes in the mid-morning hours for a varied radio program covering such areas as medical discussions, inter- views of foreign students, gardening and homemaking information and perhaps an afternoon program of thirty minutes devoted to such topics as problems of aging, child‘iguidance and development, gardening and current affairs. Television programming should consider the expressed interest of Oregon women for two thirty minute programs per week in the evening hours covering liberal arts, foreign guests and countries, hobbies and homemaking skills. In as much as there has not been sufficient time as yet to study all the implications of the data it is recommended that further study be given to the information cantained in the responses of Oregon women to this questionnaire. APPENDIX I LETTER OF TRANSMITTAL TO INDIVIDUALS OREGON STATE SYSTEM OF HIGHER EDUCATION GENERAL EXTENsION DIVISION DEPARTMENT OF EDUCATIONAL MEDIA OFFICE OF KOAC-AM-TV COLLEGE CAMPUS CORVALLIS. OREGON Your assistance as a listener-viewer of Oregon's educational broadcasting facilities--KOAC-AM-TV and KOAP—FM-TV --is being sought so that we can provide you with programs which will meet your needs and interests. The enclosed questionnaire has been designed to gain information which will assist in the preparation of programs for the women's audience of both educational radio and television. At first glance it may look extensive but in reality the checking technique which has been employed wherever possible will not take as much time as it might appear. Although some of the questions relate to your home and family and, therefore, may seem personal, this is not the intent. We want to become acquianted with you as a listener and viewer. Your answers are needed and important for the development of any program or series of programs. Your prompt completion and return of the questionnaire in the enclosed stamp- ed, addreSsed envelope will be very much appreciated. Thank you very much for your assistance with this project. Sincerely, WWW Shirley J. Howard Director of Women's Programs GENERAL EXTENSION DIVIsION SERVEs THE STATE OF‘ OREGON THROUGH FACILITIEs AND RESOURCEs OF THE STATE SYSTE: O;°:;:::: E? EDUCATION: OREGON STATE COLLEGE. UNIVERSITY OF OREGON. PORTLAND STATE COLLEGE. OREGON COLLEGE OF ED‘fAmocbopERATION r OREGON COLLEGE. EAsTERN OREGON COLLEGE, OREGON TECHNICAL INSTITUTE. THE Mrmcu AND DENTAL SCHOOLs. A D WITH VARIous STATE AGENTS-f". AND DEPADT» rNH APPENDIX II LETTER OF TRANSMITTAL TO GROUPS OREGON STATE SYSTEM OF' HIGHER EDUCATION GENERAL EXTENSION DIVISION DEPARTMENT OF EDUCATIONAL MEDIA OFFICE OF KOAC-AM—TV COLLEGE CAMPUS CORVALLIS. OREGON Your assistance and that of your organization as listener-viewers of Oregon's educational broadcasting facilities--KOAC-AM-TV and KOAP-FM-TV--is being sought so that we can provide you with programs which will meet your needs and interests. The enclosed questionnaire has been designed to gain information which will assist in the preparation of programs for the women's audience of both educational radio and television. At first glance it may look extensive but in reality the checking technique which has been employed wherever possible will not take as much time as it might appear. Although some of the questions relate to the home and family and, therefore, may seem personal, this is not the intent. We want to become acquainted with you and your fellow members as listeners and viewers. The answers are need- ed and are important for the development of any program or series of programs. Would you please distribute the enclosed questionnaires at your next meeting. At the close of the meeting would you return them in the enclosed stamped, addressed envelope. Thank you so much for your assistance with this project. Sincerely, Shirley J. Howard Director of Women's Programs EDUCATION: OREGON STATE COLLEGE. UNIVERSITY OF OREGON. PORTLAND STATE COLLEGE. OREGON COLLEGE OF EDUCATION. SOUTHERN OREGON COLLEGE. EASTERN OREGON COLLEGE. OREGON TECHNICAL INSTITUTE. THE MEDICAL AND DENTAL SCHOOLS. AND IN COOPERATION WITH VARIOUS STATE AGENCIES AND DEPARTMENTS @ GENERAL EXTENSION DIVISION SERVES THE STATE OF OREGON THROUGH FACILITIES AND RESOURCES OF THE STATE SYSTEM OF HIGHER APPENDIX III SURVEY QUESTIONNAIRE EDUCATIONAL BROADCASTING SURVEY By Shirley Howard, Women's Program Director This anonymous questionnaire has been prepared to enlist your aid in providing women's programs of inter- est and value for listeners and viewers of Oregon's educational broadcasting facilities——KOAC-AM-TV and KOAP-FM-TV. It has been designed to give us some basic information about your family and to allow you to vote for your choices in programming. Any comments you also have to offer will be greatly appreciated. They may be added to this sheet or sent direct to KOAC, Corvallis, Oregon. If you have already completed another of these questionnaires, please pass this along to a friend. In or near what city do you live? suburban rural In what area is your home located? urban To what clubs or organizations do you belong? How much formal education have you completed? grade school high school special training college degree What was your major educational interest? What is your occupation? What is your husband's occupation? What is the approximate income of your family? under $3, OOO____ $3. 000 - $5, 500— $5, 500 - $8, 000__ $8,000 - $12, OOO___ over $12, 000____ What is your age? under 20____ 20-29__ 30-39___ 40-49____ 50-59_ 60-69___ over 70— Do you have any children less than 6 years? 12 years 18 years Please check the appliances which you now have in your home. heat: gas_____ electric wood____ oil_ sawdust range: gas_____ electric wood electronic washer: automatic conventional(wringer) dryer: gas electric refrigerator: gas_____ e1ectric________ freezer: upright____ chest____ dishwasher _ waffle baker and grill mixer toaster electric skillet __ blender deep fryer coffee maker rotisserie Can you receive KOAC radio? yes no Do you listen regularly? sometimes ? never? What programs do you prefer? Do you have an FM receiver? yes_____ no Do you listen to ”Especially for Women"? regularly____ sometimes never Is the broadcast time of "Especially for Women" convenient? 10:15 to 11:00 a. m. yes______ no_____ 2:00 to 2:30 p.m. yes____ no Is the morning program too long?__ too short? about right? Is the afternoon program too long?_____ too short? about right? What other time would you prefer? What length would you prefer? Do you have a preference as to the length of discussion periods? yes no If so, do you prefer 5 minutes ?______ 10 minutes ?_ 15 minutes? 30 minutes? Do you enjoy a variety of music on a woman's program? yes no What type of music do you prefer? classical____ semi-classical popular____ jazz Do you listen to these KOAC radio tOpics? yes no Do you want more? less? same? __ __ medical discussions interviews of foreign students nutrition information recipes and cooking tips fashion news clothing construction tips home furnishings information child development recreation - -indoors --outdoors money management yes ..— no purchasing tips equipment use and care management in the home gardening talks news of new products problems of aging mental health family life discussions by home economics faculty discussions by home economics students Do you listen to these programs? State Council on Aging Oregon State Federation of Garden Clubs American Association of University Women Business and Professional Women Daughters of the American Revolution League of Women Voters of Oregon Problems of Growing Up Marion County Historical Society Oregon Federation of Women's Clubs Ladies of the Grand Army of the Republic Women's Relief Corps Book Mark Swedish Woman more regularly 7 sometimes ? —— In programs like those which have been named in the previous two questions you sometimes an authority is interviewed, sometimes two or more authorities discuss their field, and sometimes one authority makes a talk Which do you generally prefer? interview discussion ? less? same? never? __ may remember that: talk Can you receive KOAC-TV (Channel 7)? yes______ no on cable Do you listen regularly ?_____ sometimes ?_ never? Can you receive KOAP-TV (Channel 10)? yes_____ no on cable Do you listen regularly ?______ sometimes ?_ never? What programs do you prefer? Do you View "Family Castle"? regular1y____ sometimes never — When do you prefer a program of this type? morning____ afternoon evening Have you seen "Today's Home"? regularly_____ sometimes never When do you prefer a program of this type? morning____ afternoon evening What length television program designed for women's interests do you prefer? 15 minutes 30 minutes 45 minutes How often per week would you like to have a woman's program presented? one two three four On KOAC and KOAP television do you watch programs on these topics? yes no Would you like more? hobbies cooking sewing management - -time __ __ --energy __ __ __ --money __ __ __ --space __ _____ __ gardening __ __ __ books __ __ __ art __ __ __ music __ nutrition guests from foreign countries child development Sports programs for children programs for mother and the pre—school child _—_—__ Thank you for your efforts in completing this questionnaire. GENERAL EXTENSION 60 minutes five less ? same? DIVISION Oregon State System of Higher Education BIBLIOGRAPHY Feikert, Grant S. , Director of Engineering KOAC -KOAP. Grade A and Grade B contours for application for construction permit for channel 7 at Corvallis. Grade A and Grade B contours for application for construction permit for channel 10 at Portland. Morris, James Madison, "Guides to Educational Television Program- ming and their Application to the State of Oregon" (unpublished Ed. D. dissertation, School of Education, Oregon State College, June, 1956). Unpublished reports of annual surveys by Elizabeth D. Patapoff, Director, Oregon School of the Air, Oregon Educational Broad- casting Networks. Kelman, Alfred R. Television Junior College in Oregon 1959—1962. Department of Educational Media, General Extension Division, Oregon State System of Higher Education, (Corvallis, 1962). Stump, Mrs. Arthur. Television Junior College in Oregon 1959-1962, Its Potential as an Accelerated Program for the High School Gifted Student, Department of Educational Media, General Extension Division, Oregon State System of Higher Education, (Corvallis, May, 1963). Broadcast Measurement Bureau. BMB Station Audience Report, Study No. 2. A report prepared by the Broadcast Measurement Bureau Corvallis: Spring, 1949. Morris, James Madison, ”KOAC Audience Studies-~Parts l and 2"“ (unpublished surveys, Radio Station KOAC, Corvallis, . May, 1954, February, 1955). 345 ROOM USE Oi‘éLY. - ”f'h..; .. o a 1' h" 2“?"- "N 2 +~“‘:~‘9, r 11 ,7 “J l .l I :‘j i’ r 0 Q.) .l L! 2 ~10 M'Tillilflillfijflllulflifliujflfl'fll'lfll'llfifllml”