—_———.____ ‘. ‘5 v"«.¢o.- ». - ‘,-.. -.-,-- .- -- ~,--.--‘.«“_a.—— 9.-- «1"- STATE NEWS READERSHiP AND MARKET DATA STUDY OF MlcmGAN STATE UNIVERSITY STUDENTS, FALL TERM, 1965 Thesis for the Degree of’M. A. mncmcm sure UNIVERSITY James W. Thomas W66 THESIS ROOM USE ONLY ABSTRACT STATE NEWS READERSHIP AND MARKET DATA STUDY OF MICHIGAN STATE UNIVERSITY STUDENTS, FALL TERM, 1965 by James. W. Thomas Problem Statement This study of the Michigan State University student pOpula- tion was designed to answer two basic questions: I. What media do Michigan State University students depend upon for local, campus, national and inter- national news? What are their attitudes toward and frequency of exposure to particular media? 2. What are students' expenditure patterns, by amounts spent on products and services, and by shopping areas and retail establishments providing these products and services? This basic problem statement was subdivided into many specific study objectives. Of main interest is the goods and service categories used in tracing student expenditure patterns: Books and School Supplies Laundry and Dry Cleaning Services Barber Services and Beauty Salon Services Movies Restaurant Meals Other Entertainment Groceries Clothing Drugs, Cosmetics, and Toiletries Household Furnishings Automotive and Transportation Services HI—i HOFCDKIO‘WAUJNH James W. Thomas Method010gy Personal interviews were conducted with 340 randomly selected Michigan State University students during fall term, 1965, on the East Lansing campus. Questionnaire data was machine tabulated and processed through the 3600 computer located at Michigan State University. Findings were cross- tabulated against several student classification variables in order to pinpoint more accurately the basic determinants of various reSpons es given by particular p0pulation subsets. The student variables us ed in analysis were as follows: Marital status Sex Class in school Campus or off-campus residence Car ownership U'IrhfflNI-d Study Finding While the findings are too detailed and dispersed over many different areas to be given mention here, the study did reveal a wealth of information about the University student population. Findings and conclusions are intermixed throughout the various chapters of the study -- resulting in a multitude of information in answer to the detailed questions set by the problem statement and objectives. STATE NEWS READERSHIP AND MARKET DATA STUDY OF MICHIGAN STATE UNIVERSITY STUDENTS, FALL TERM, 1965 BY James W. Thomas A THESIS Submitted to Michigan State University in partial fulfillment of the requirements for the degree of MASTER OF ARTS Department of Advertising new ”at PREFACE The Michigan State University is a distinct community in and of itself. The demographic characteristics of this community are constantly changing due to the annual turnover of nearly one -fourth of the student body. The University student pOpulation has a choice of a wide variety of media sources for their entertainment and news information-- including their own neWSpaper, the State News. The individual student has attitudes toward and preferences for various media with which to spend his relatively valuable time. Likewise, he has preferences for area retail establishments in which to spend his even more valuable dollars. The University student also has particular shOpping patterns and expenditure habits which are dictated by both the student community, of which he is a member, and his own uniqueness as an individual. This study of the Michigan State University student population is an attempt to find out more about the various demographic charac- teristics and behavior patterns of its members. It was initiated following a request made by Mr. Louis Berman, advisor to the ii iii State News, for assistance from the 475 Advertising Research class of fall term, 1965, at Michigan State University. Under the direction of Dr. Kenward L. Atkin, 475 course instructor, the study was launched on October, 15, 1965. The study was designed as a means of providing the State News with needed media, audience, and market data. In addition, it served as a means of giving the class members practical experience in both advertising and marketing research. As a graduate assistant in the fall advertising research class I helped in formulating and actuating the study. This basically included: the problem definition, questionnaire formu- lation, sample selection, interviewing, response coding for com- puter imput, analysis of results, and writing of the basic report. Since the termination of the class I have directed and assisted in the steps necessary in bringing this study to its present form. The steps included the develOpment of cross-tabulations of student demographic characteristics for a second computer run and the complete analysis of the combined findings from both the basic and supplementary reports. My association with this study, from conception to completion, has provided many insights into the many complexities and great iv amounts of time demanded by marketing research. The expe- rience has been a valuable one, however, and has added greatly to my bridging the gap between classroom lessons and the practical demands of marketing research. I would like to extend my appreciation to all those involved in making this study possible. I am grateful to the students en- rolled in the fall, 1965, advertising research class for their assistance. I am especially grateful to John Ojala, whose ideas and initiative were very helpful. To the staffs of the Michigan State University State News, Registrar's Office, and the Computer Center I extend my appreciation for their eagerness to assist in every way possible. A special note of thanks is extended to Dr. Kenward L. Atkin for his assistance and direction throughout the course of this study. TABLE OF CONTENTS Page PREFACE........ .......... ii LIST OF TABLES ........... . . . . . ...... . ...... v Chapter LINTRODUCTION ...... 1 Problem Statement and Objectives Background Methodology II. CLASSIFICATION DATA ........ . . . . ...... 15 III. STUDENT NEWS SOURCES ................. 24 National News Local and Campus News News Sources and Student Characteristics VI. STUDENT READERSHIP PATTERNS .......... 29 State News Readership Frequency State Journal Readership Frequency Towne Courier Readership Frequency State News Readership Depth V. STUDENT ATTITUDES TOWARD THE STATENEWS 43 VI. STUDENT SHOPPING PATTERNS . . . . . . . . . . . . 51 TABLE OF CONTENTS (continued) Chapter VII. STUDENT EXPENDITURES AND STORES PATRONIZED ........ O O O O O O O O O O ..... O 60 Total Student Term Expenditures Book and School Supply Expenditures Laundry and Dry Cleaning Expenditures Barber ShOp and Beauty Salon Expenditures Movie Expenditures Restaurant Meal Expenditures Other Entertainment Expenditures Grocery Expenditures Clothing Expenditures Drug, Cosmetic, and Toiletry Expenditures Household Furnishing Expenditures Automotive and Transportation Expenditures VII. CONCLUSIONS AND RECOMMENDATIONS ...... 1 12 APPENDIX ...... . ............. . ............ l l 6 BIBLIOGRAPHY . . . . . . .......... . ........ . . . . 13o LIST OF TA BLES Table Page 1. Comparison of Basic POpulation Characteristics and POpulation Estimates ............. . . ..... . . 16 2. Population Estimates for Student Classification Data . . . . l7 3. Respondent Classification Data by Marital Status . . . . . . . 19 4. Respondent Classification Data by Sex . . . . . . . . . . . . . . 20 5. Respondent Classification Data by Class. . . . . . . . . . . . . 21 6. Respondent Classfication Data by Car Registration. . . . . . 22 7. Respondent Classification Data by Residence. . . . . . . . . . 23 8. Student News Sources for National News. . . ..... . . . . . 25 9. Student News Sources for Local and Campus News . . . . . . 26 10. First Student News Source Ratings by Marital Status. . . , , 27 11. Student Readership Frequency of the State News . . . , . . . 3O 12. Comparison of Student Exposure to a Thursday and Friday Edition of the State News . . . . . . . . . . . ...... 31 13.. Frequency of State News Readership by Marital Status . . . 32 14. Frequency of State News Readership by Sex . . . . . . . . . . 32 15. Frequency of State News Readership by Residence. . . . . . 33 16. Frequency of State News Readership by Class. . . . . . . . . 34 17. Student Readership of the State Journal ........ . . . . . 35 18. Frequency of State Journal Readership by Marital Status. . 36 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. LIST OF TABLES (continued) Frequency of State Journal Readership by Sex ........ 37 Comparison of State News and State Journal Reader- ship Patterns ............................. 38 Student Readership Scores for Editorial Matter in the November 18, 1965, Edition of the State News. . . . . . . . 4O Student Readership Scores for Advertisements in the November 18, 1965, Edition of the State, News . ....... 41 Student Ratings of the State News ......... . . ...... 44 State News Ratings by Marital Status . . . ..... . ..... 45 State News Ratings by Sex ...................... 45 State News Ratings by Residence ................. 46 State News Ratings by Class .................... 47 Reasons Behind Ratings Given the State News ........ 48 Student Suggested Changes in the State News . . . . . . . . . 49 Student ShOpping Patterns . ...... . ...... . . . . . . . . 52 ShOpping Patterns by Marital Status ..... . . . . . . . . . . 54 ShOpping Patterns by Residence .................. 56 Shopping Patterns by Car Ownership .............. 58 Total Student Expenditures for Fall Term, 1965 ....... 62 Student Expenditures for Particular Goods and Services. . 64 Expenditures for Books and School Supplies by Marital Status . . . . ................ . ...... . ...... 68 vi 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. LIST OF TABLES (continued) Bookstore Preferences by Marital Status . ...... . . . . Expenditures for Laundry and Dry Cleaning by Marital Status 0 O O O O O O O O O O O O O O O O O O O ......... Expenditures for Laundry and Dry Cleaning by ReSidenCe. O O O ......... O O O O O O O O ........... Cleaning Establishment Preferences by Marital Status . . . Expenditures for Barber and Beauty Services by Marital Status 0 O O O O O O O O O O O O O O O C O O O O O O O O 0 Beauty Salon and Barber Sh0p Preferences by Marital Status 0 O O O O O O O O O O O O O O O O C O O O O O O O O O O O O O Expenditures for Movies by Marital Status . . . . . ..... . Expenditures for Movies by Class in School . . . . . . . Theater Preferences by Marital Status. . . .......... . Movie Theater Preferences by Class ........... Expenditures for Restaurant Meals by Marital Status . Expenditures for Restaurant Meals by Residence ....... Restaurant Preferences by Marital Status . . . . . . . . Expenditures for "Other Entertainment" by Marital Status 0 O O O O O O O O O O O O O O O O O O O O O O O O O O O O I O Expenditures for ”Other Entertainment" by Residence Expenditures for ”Other Entertainment" by Class . . . . Entertainment Establishment Preferences by Marital Status 0 O O OOOOOOOOOOOOOO O O O O O O O O O O ...... vii .69 70 71 73 76 74 77 79 80 .81 82 84 .85 .87 88 89 54.. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. LIST OF TABLES (continued) Entertainment Establishment Preferences by Class . . . . 92 Expenditures for Groceries by Marital Status ........ 94 Food Store Preferences by Marital Status . . . ....... 97 Expenditures for Clothing by Marital Status ..... . . . . 98 Expenditures for Clothing by Class . . . ............ 99 Clothing Store Preferences by Marital Status . . . . . . . . 101 Expenditures on Drugs, Cosmetics, and Toiletries by Marital Status I O O O O O O O O C O O O O O O O O O O O O O O O O 102 Drug Store Preferences by Marital Status . . . . . . . . . . 104 Expenditures for Household Furnishings by Marital Status 0 O O O O C C C C O O O O C O O O O O O C O C C D O O O O O O O O 105 Furniture Store Preferences by Marital Status . . . . . . . 107 Expenditures for Automobiles and Transportation by‘ Marital Status 0 O O O O O O O O O O O O O O O O O O O O O O O O O O O 108 Automotive and TranSportation Preferences by Marital Status 0 O O O I O O I O O O O O O O O O O I O O O O O O I O O l 10 viii CHAPTER I INTRODUCTION Problem Statement and Ob'Lectives The following problem statement set the basic framework for the study and determined the main area of information needed from the student pOpulation: From the Michigan State University student pOpulation as a whole, and from subsets thereof, what information can be obtained concerning: 1. What media do Michigan State University students depend upon for their campus, local, national and international news? (vehicle exposure, perception and communication) 2. Student expenditure patterns, by amount spent on products and services, and by shOpping area and individual retail establishments providing these products and services? The basic problem statement was broken down into specific objectives which defined the areas of needed investigation in greater detail. The objectives, then, were to determine: 1. Vehicle and message exposure and perception of the campus newspaper, the State News. 2. Vehicle exposure of other area newspapers - the Lansing State Journal and the East Lansing Towne Courier. 3. What attitudes are held by Michigan State University students towards the State News? 4. What are the total student cash expenditures for the fall term, 1965? 5. From this total, how much do Michigan State University students spend per term on: a. Books and School Supplies b. Laundry and Dry Cleaning Services c. Barber Services and Beauty Salon Services d. Movies e. Other Entertainment f. Restaurant Meals g. Groceries h. Clothing Drugs, Cosmetics and Toiletries Household Furnishings Automotive and Transportation Services pl. 0 ure- 6. How often do Michigan State University students visit: Downtown Lansing stores ’Frandor stores East Lansing - Grand River stores Yankee Stadium stores e. Spartan Shopping Center stores 9‘9?!” "Vehicle exposure" is us ed in indicating the availability of the particular medium -- the total audience thatfzaiiiej the message or medium. ”Vehicle perception; " however, is the number of peOple who £12 g3 the message or medium ---as determined by recognition and aided-recall measurement methods. Finally, ”vehicle communication" describes the attitudes generated or meanings invoked by a message or medium in the reader's mind. Background Michigan State University had a total student enrollment at the beginning of the fall term, 1965, of 35, 451 at the East Lansing campus. Of this total, approximately 60 per cent were male and 18 per cent were married. 1 For more information on student papulation characteristics refer to "respondent classification data" on pages 17-23. The Michigan State University student has easy access to all major news media -- television, radio, magazines, and newspapers. There are two television stations and several radio stations in the Lansing area. Students living in campus dormitories are permitted to have television sets and radios in their rooms and all dormitories have lounge areas with television facilities available. Area newspapers include the Lansing State Journal, the East Lansing Towne CourierJ and the campus newspaper, the State News. The State Journal is published daily (including Sundays) and has a total circulation of over 75, 000. The Towne Courier is a weekly publication with a circulation of under 3, 000. 1Figures courtesy of James V. Stoneman, Assistant Registrar for Evaluation and Research, Michigan State University, September 28, 1966. The State News is a student neWSpaper, edited by students, and with editorial policy determined by students. The size of the paper varies between eight and sixteen pages, with a standard format of eight columns in width. Fifty to 60 percent of the paper is composed of advertising. Local advertising is solicited by student salesmen from the State News advertising staff. National advertising, however, comes largely from the National Adver— tising Service, a company that solicits advertising from the national advertisers and sends it to college neWSpapers in groups -- such as to the ”Big Ten" college newspapers. The State News has a circulation and daily (Monday through Friday) printing of 31, 000. The paper is distributed to all dormi- tories, sorority and fraternity houses, larger student apartment buildings, class room buildings, each apartment in campus married housing, and to East Lansing merchants. The subscrip- tion price ($1. 00) is included in student's tuition as the paper is available to all students. The Michigan State University campus is served by retail establishments located in downtown East Lansing, nearby Lansing, and several area shopping centers. In addition to these retail establishments, the University itself Operates a campus-located bookstore and the student Union containing a cafeteria, grill, billiards and bowling facilities, and a barber shbp. The MSU student also has access to cafeteria, snack bar, and entertainment facilities contained in University- owned dormitories. Methodology ‘ Two major factors influenced the design of this study: the first being the circumstances under which the research project was to be conducted -- as an educational tool to apply the research concepts and techniques learned in the classroom. Second, the time limitation set by the length of the term(ten weeks) imposed some limitations on the sc0pe of the study. For example, original plans to include MSU faculty and staff in the survey sample were drapped. Because of the time limitations and the type of information sought, the personal interview survey was selected as the means for collecting the desired data. The following sections disclose the techniques and procedures used in designing and actuating the research study. Sample Desigi and Size. --Several necessary requirements and unavoidable limitations dictated the method used in constructing the sample design in this study. They were as follows: 1. To avoid sampling bias, the sampling selection must be done by random sampling procedures. The sample must be large enough to assure relatively accurate and reliable data. The sample must not be so large that it will be impossible to complete interviewing, tabulations and analysis within the somewhat limited time period available. Because of the predicted larger expenditures of married students and the importance of this data to the study, enough married must be included in the sample to make their reported expenditure data reliable. The above factors were important determinants of the sample design, and, in turn, the final sample size to be used in the study. The frame selected for the sample was the University telephone directory. 2 This directory listed all students registered for classes at the beginning of the 1965 academic year. The complete listing of student names, then, was considered as representing the “pOpulation” for the study. 1965. 2Student Directory, Michigan State University, September, The sample was selected from the directory by means of a randomly chosen standard interval. In this study, every fifth name from the top of the first column on each page was selected. Because the resulting sample size was too large, a stratified sampling method was used to reduce the sample size to a more practical number. 3 This method involved eliminating every other single student4 from the list while keeping the relatively smaller married sub-sample at its original size. The final sample size was approximately 370 of which 340 usable respondents were obtained. Assuming the frequency of pOpulation characteristics is as great as possible (50-50), this sample indicates the true pOpulation characteristics 95 out of 100 times -- within a confi- dence band of plus or minus 6 percentage points of error. Employing the above method of stratified sampling assured that enough married would be included in the final sample to give a higher degree of reliability to the married students' responses than if straight random sampling was used. But, because of the 3For a complete explanation of the advantages of stratification and the method used in weighting the resulting sample data, see: Harper W. Boyd, Jr. , and Ralph Westfall, Marketing Research (Homewood, Illinois: Richard D. Irwin, Inc., 1956), pp. 315 - 18. 4Student marital status was indicated in the directory by code numbers following each name. disprOportionate number of marrieds (as compared to singles) in the sample, a weighting factor had to be applied to the resulting subsample data to bring the single students' charac- teristics back to the prOportion present in the total student population. 5 The sample characteristics, therefore, will approximate the true population characteristics whenever a total pOpulation figure is given. Questionnaire Design. --The questionnaire used in this survey was made up of three basic sections: (1) classification data, (2) student readership data, and (3) students expenditure data. The questionnaire, which utilized both Open and closed- end questions and was partially pre-coded, was designed so the respondent could be led through the interview with a minimum loss of interest. This was done by placing questions that were 5The weight assigned to each subsample (single and married) was in the same prOportion as each appeared in the total pOpulation. Registrar's figures indicate that 18. 4% of the pOpulation were married and 17. 6% were single. There- fore, the single subsample characteristics were assigned a weight of 4. 5 (82 divided by 18). After converting the 4. 5 to one ration into whole numbers, the resulting weighting equation was employed in adjusting the stratified sample data: single data x 9 + married data x 2 population estimate 2 ll “will. . predicted to be of relative interest to the respondent near the beginning of the questionnaire. Classification questions, then, were contained on the last page of the questionnaire. In addition to the actual questionnaire, ”cue" sheets listing coded dollar amount categories and area retail establishments was prepared. This sheet was designed for handing t0 the respondent during the student expenditures part of the interview as an aid to his memory when asked questions concerning "how much” and "where. " The third item of the interviewing package was a c0py of the November 18, 1965, edition of the State News. The paper was shown to each respondent during the readership measurement section of the interview. Both the questionnaire and ”cue" sheets were pretested and re-written several times before a satisfactory interviewing package was assembled. COpies of the questionnaire and "cue" sheets used in the survey are contained in the Appendix. Specific Interviewing Techniques. --The thirty-three Advertising 475 students who administered the questionnaire were fully briefed on correct interviewing procedures and each completed a practice interview before going into the field. Interviewers were made aware of the ease with which interviewer bias could be injected 10 into the interview situation. Accordingly, each was instructed in the proper method of probing for responses to the Open- end questions. In addition to the direct-inquiry and probe type questions, the survey utilized the Starch technique of readership measurement. The Starch technique was used to measure readership of both editorial matter and advertisements in the Thursday, November 18, 1965, issue of the State News. To qualify the respondent as a reader of the paper, this issue was shown (banner side up) to the reSpondent. Those who indicated they had seen or read this issue were led through the paper, page by page, to determine their depth of readership. Specific articles and advertisements in the issue were pre- selected and listed on the questionnaire. As the respondent re- vealed to what extent he had read each page, article, or advertisement his response was recorded within one of the following readership degrees: (1) noted, (2) seen-associated (read lightly), or (3) read most (read heavily). In the student expenditure section of the interview, the reSpondent was asked for the amounts he had spent “last week" on the various products and services listed. This technique was used so the respond— ent could refresh his memory before attempting to answer the next 11 and more important question on how much he spent (or will spend) on the particular item. Married students were asked to report their total household's expenditures on these products and services. Data Collection Procedure. —-Interviews were conducted at various locations on the Michigan State University campus or at the respondent's home if he lived off campus. To secure the co- Operation of the respondent, a telephone call was made prior to the interview explaing the general nature of the study. If c00peration was secured, an appointment was then made for the interview at a time and place convenient to the prospective interviewee. Although the average length of the interview was approximately thirty minutes, very few interviewee terminations resulted. All interviewers were instructed to interview the respondent only if he or she was alone to reduce bias interjected by the respondent's roommates or other on-lookers. Coding and Tabulation. --Because portions of the questionnaire were not pre-coded, a code sheet was prepared and the interviewers themselves coded the completed questionnaires. To remove as much coding bias as possible, the coding sessions were arranged so that the interviewer did not code his own questionnaires. Coding instructions were explained both verbally and via a printed coding instruction 12 sheet containing several coding examples. In order to have a basis for coding the responses to the Open- end questions, a sample of approximately 25 per cent of the com- pleted questionnaires were reviewed to find answers appearing with the greatest frequency. Once recorded, these answers were assigned a code number and listed in the coding instructions. The results of the survey were machine tabulated and processed through the 3600 computer at Michigan State University. The first computer ”print out” was received on December 6, 1965, and provided enough information to enable the writing of the basic report. After reviewing this initial report, several areas in need of cross-analyzation by student variables were pin pointed. Accord- ingly, cross-tabulation tables were set up in preparation for a second computer run. On May 19, 1966, the second computer ”print out" was received. It was now possible to look at the data from several points of view and see how various subsets of the sample compared to other subsets. For example, total student responses were now broken down into married versus single responses, male versus female responses, etc. l3 Cross-Tabulations and Analysis. —-The student demographic characteristics used in cross-tabulation analysis were as follows: marital status, sex, class in school, age, car ownership, and campus or'off- campus residence. In programming the second computer run, only the student characteristics that were felt could possibly have significance in determining responses to a particular question were cross-tabulated against the question. Likewise, after reviewing the resulting cross-analyses, cross-tabulations that were not significant for certain questions were drOpped from further analysis and are not included in the findings of this paper. For example, it is of little value to report on the per cent of the car-owning students who listed television as their first source for national news. It is important, however, to note that more than twice as many car— owning students claimed to visit downtown Lansing stores "once a week" than non- car-owning students. In reporting classification data, all questions dealing with demographic characteristics were cross-tabulated against each other. Therefore, it is possible, for example, to tell both what per cent of the married students were freshmen and what per cent of the Freshmen class were married. Aside from the classification 14 data, there are several cases where only a few cross-tabulations were significant (and therefore, reported on) for particular questions. However, all major questions were cross-tabulated against the marital status variable. CHAPTER II CLASSIFICATION DATA This section of the paper reveals the various demographic characteristics of the Michigan State University student pOpulation and of the sample used in this study. The actual survey findings, divided into media and readership data and student expenditure data, are presented in later chapters. Before listing the various student demographic characteristics, a comparison should be made of the basic sample characteristics and the known population characteristics. This reliability check on the sample data is shown in Table 1. As seen in the table, the sample was a very close estimate of the population sex per cent but it contained 4. 7 per cent fewer married students (according to Registrar's figures) than present in the actual population. This slight undersampling of the married pOpulation could be due, in part, to sampling variability. However, two other sampling factors would seem to have contributed to this undersampling. They were as follows: (1) a few marrieds, due their distant place of residence from campus, were drOpped from the interviewing schedule, and 15 16 (2) the interview refusal rate for marrieds (approximately 8 per cent) was relatively high. TABLE 1. --Comparison of Basic P0pulation Characteristics and POpulation Estimates POpulationa Sample Difference Sex Male " 60. 5% 58. 9% - 1. 6 pts Female 39. 5 41.1 +1.6 Marital Status Single 81. 6% 86. 3% +4. 7 pts. Married 18. 4 13. 7 -4. 7 aSource: Registrar's Office, Michigan State University, Fall quarter, 1965. While this slight undersampling of the married population subset did, in turn, slightly affect other sample characteristics, it was not considered to be serious enough to affect the basic accuracy of other population estimates to any. great extent. Table 2, then, lists the remaining p0pulation estimates for student classification data. 17 TABLE 2. -—Population Estimates for Student Classification Data Class Freshmen 26. 0% Sophomores 24. 7 Juniors 19. 6 Seniors ' 11. 4 Master's 10. 2 Doctoral 7. 6 Special 0. 5 Ass 17-18 24. 9% 19-20 36. 6 21-22 17. 9 23—24 6. 6 25-26 4. 3 27-28 2. 5 29-30 3. 5 31-35 1. 7 36 8: over 2. 0 Car Registrationsa No response 3. 1% Car 34. 4 No car 62. 4 a The high number of "no responses" here was due, in part, to interviewer oversights. See location of this question in the questionnaire. {.I?‘ /\/|/ 18 Tables 3 through 7 summarize student characteristics across several subsets of the student sample. In each table, one student characteristic (sex, for example) is cross-tabulated against other salient student characteristics. Care must be taken in interpreting this classification data since the data can be read in two distinct fashions. For example, Table 2 points out that 31 per cent of the single students talked to were in the Freshman class. However, to find out what per cent of the freshmen were single, Table 4 would have to be consulted. Table 4 reveals that 96. 4 per cent of the Freshmen respondents were single. It is suggested that these tables be referred to when, in later sections of the paper, mention is made of certain student subsets and their readership and spending habits or patterns. In this way, the reader will realize the approximate size and impor- tance of the student subsets for which data is given. 19 TABLE 3. --Respondent Classification Data by Marital Status 0/0 % Single Married Sex Male 55. 0 76. 5 Female 45. 0 23. 5 Class Freshmen 31.0 3.7 Sophomores 28. 3 8. 5 Juniors 20. 2 17. 1 Seniors 10. 9 l3. 4 Master's 6. 2 28. 1 Doctoral 3. 1 28. 1 Special 0. 3 1.1 .489 17-18 30. 2 l. 2 19-20 42. 6 9. 8 21-22 18. 6 14. 6 23-24 5. 8 l3. 4 25-26 1. 2 18. 3 27—28 1. 2 8. 5 29-30 0. 8 15. 9 31-35 0. 4 7. 3 36 8: over -- 11. 0 Car Registration No response 3. 5 1. 2 Car 23. 6 82. 9 No car 72. 9 15. 9 20 TABLE 4. --Respondent Classification Data by Sex ‘70 % Male Female Marital Status Single 69. 6 85 9 Married 30. 4 14 1 Class Freshmen 19. l 31. 9 SOphomores 22. 6 25. 2 Juniors 19.1 20. 0 Seniors 11. 8 11.1 Master's 13. 7 8. 2 Doctoral l3. 2 3. 0 Special 0. 5 0. 3 Ass 17-18 19. 1 29. 6 l9-20 31. 4 40. 4 21-22 17. 7 17. 0 23-24 8. 8 4. 4 25-26 5. 9 4 3 27-28 4. 9 -- 29-30 5. 9 2.1 31-35 2. 9 0. 7 36 8: over 3. 4 1. 5 Car Registrations No response 2. 5 Car 52. No car 45. 6 0 «ll—- \o-qw 030d 21 TABLE 5. --Respondent Classification Data by Class Sex Male Female Marital Status Single Married Age 17-18 19-20 21-22 23-24 25-26 27-28 29-30 31-35 36 8: over Car R egis trations g—o O O‘CD No response Car No car La) 0‘ 00 U1 U1 ext—aha“; 0.. t—‘UlU‘O‘ % Sr. 12. 22. 12. 19. 16. 74. 22. thoo‘omo N 22 TABLE 6. --Respondent Classification Data by Car Registration ‘70 % Car No Car Sex Male 82. 2 46. 5 Female 17. 8 53. 5 Marital Status Single 47. 3 93. 5 Married 52. 7 6. 5 Class Freshmen 3. 1 37. 8 Sophomores 17. 1 27. 4 Juniors 22. 5 l7. 9 Seniors 16. 3 8. 0 Master's 22. 5 5. 0 Doctoral 17. 8 3. 5 Special 0. 7 0. 4 Ass 17-18 3.1 35. 8 19-20 22. 5 42. 8 21-22 24. 0 12. 9 23-24 14. 7 2. 5 25-26 11. 6 1. 5 27-28 6. 2 1. 0 29-30 9. 3 1. 5 31-35 3.9 1. 0 36 8: over 4. 7 l. 0 23 TABLE 7. --Respondent Classification Data by Residence ‘70 % Campus Off- Campus Sex Male 58. 2 64. 0 Female 41. 8 36. 0 Marital Status Single 75. 9 79. 1 Married 24. 1 20. 9 Class Freshmen 24. 4 35. 1 Sophomores 23. 5 27. 1 Juniors l9. 4 13. 8 Seniors 11. 5 8. 0 Master's 11. 5 7.1 Doctoral 9. 1 8. 4 Special 0. 6 0. 5 Ass 17-18 23. 2 33. 8 19-20 34. 7 36. 4 21-22 17. 7 12. 4 23-24 7. 1 4. 4 25-26 5. 3 4. 9 27-28 2. 9 1. 8 29-30 4. 4 4. 0 31-35 2. 1 0. 9 36 8: over 2. 7 1. 3 CHAPTER III STUDENT NEWS SOURCES National News To find out which news sources for national news were favored by Michigan State University students, respondents were asked to rate the various news media according to their importance. While the choice of one news medium over another is obviously affected by many variables (such as timeliness, convenience, prestige, cover- age, and presentation), no Specific variables were suggested as a basis for ratings. Therefore, the resulting ratings should be con- sidered as a general evaluation of the relative importance of a particular medium to the individual student. As seen in Table 8, the broadcast media ranked high as primary sources for national news. Radio received the highest "first source" rating with nearly one-half the students indicating this medium as their first source for this type of news. Print media, however, seemed to be of lesser importance for national news. While magazines, newspapers (including the State News), and "other sources" received relatively low "first source” ratings, newspapers seemed to be of increased importance as second and third sources for national news. The broadcast media also rated relatively high as secondary sources. 24 25 TABLE 8.. --Student news sources for national news Students Rating Each Medium Medium First Second Third Television 21. 0% 13. 0% 10. 7% Radio 43. 5 22.1 12. 7 Magazines 10. 3 24. 7 22. 9 State News 9. 0 25. 6 24. 6 State Journal 2. 9 5. 4 6. 4 Other newspapers 12. 5 7. 2 ll. 7 Other sources 0. 8 1.1 4. 4 No response -- 0.1 6. 6 These findings would seem to indicate that, while the speed of the broadcast media delivered national news to students first, students still made use of print media sources to round out their national new 3 knowledge. Local and Campus News The rating pattern for local and campus news sources was somewhat the reverse of that found for national news. As pointed out in Table 9, the State News was reported to be the primary source of local and campus news for over nine out of ten students. While the State News was the overwhelming first source for this type of news, radio ranked very high as a secondary source. 26 Over one-half of the students reported this medium as their second source for local and campus news. TABLE 9. --Student news sources for local and campus news Students Rating Each Medium Medium First Second Third Television 0. 9% 6. 4% 12. 6% Radio 3. 6 59. 2 14. 6 Magazines -- 0. 7 2. 6 State News 91.1 6. 5 0. 8 State Journal 3. 3 10. 8 12. 3 Other newspapers -- 1. 1 4. 2 Other sources 1.1 7. 8 14. 1 No response -- 7. 5 38. 8 Table 9 indicates, therefore, that the broadcast media, while ranking quite low as first news sources, are found to be of some importance as secondary sources for information on local news and campus happenings. As with national news, radio was reported to be relatively more important than television for ‘ local and campus news. It is interesting to note that a higher percentage of students rated the State Journal as a secondary source for local and campus news than as either a primary or secondary source for national news, 27 News Sources and Student Characteristics Perhaps the greatest factor in determining the student's rating of a medium as a news source is his marital status. As shown in Table 10 below, marrieds depended upon tele- vision to a much greater extent than singles for national news. TABLE 10. --First student news source ratings by marital status Local and National News Campus News Medium Single Married Sing_l£ Married Television 14. 3% 51. 2% 0. 8% 1. 2% Radio 49. 6 15. 9 3. 9 2. 4 Magazines 10.1 11. 0 -- -- State News 10. 8 1. 2 92. 6 84. 2 State Journal 0. 8 12. 2 1. 9 9. 8 Other newspapers l4. 0 6. l -- -- Other sources 0. 4 2. 4 0. 8 2. 4 It can be seen, then, that married students accounted for most of the 21 per cent of the total students (Table 8) who claimed that television was their first source for national news. Singles, in turn, reported a greater dependence upon radio. As seen from comparing Tables 9 and 10, single students were somewhat more dependent upon the State News for local and campus news. While over 90 per cent of the total students i I ‘IIII. 11:11.1? 28 rated this paper as their primary source for local and campus news, only 84 per cent of the marrieds rated the State News in this way. This is probably due, in part, to the fact that more marrieds than singles indicated a dependence on the State Journal for news of this type. CHAPTER IV STUDENT READERSHIP PATT ERNS Having established the Michigan State University student preferences for various news media, the question now arises concerning how often and how thoroughly students read their newspaper, the State News. Since the State News is not the only area newspaper available to students, their exposure to other area newspapers is also of importance. This section of the paper reveals the vehicle exposure of the State News, State Journal and Towne Courier —- including the frequency with which each paper is read by students. After reviewing these readership patterns for the three neWSpapers, the depth of readership (vehicle and message perception) is reported for the State News. Chapter V, which follows, investigates the attitudes held by students toward the State News (vehicle communication). State News ReadershiLFrecLuency The State News, as indicated by Table 11, enjoys a high level of student readership. Virtually all students read one or more issues a week, and almost 78 per cent of the students claimed to read every issue. The very heavy exposure per issue of the 29’ 30 State News is further substantiated by the fact that almost 90 per cent of the students indicated that they had read at least some of TABLE 11. --Student readership frequency of the State News, Frequergy All Students Never 0. 5% Once or twice a week 4. 7 ,_ 3 or 4 times a week 16. 9 ' : 5 times a week 77. 9 the November 18, 1965, issue tested in this study. This high readership level is also evidenced by the finding that over 80 per cent of the respondents in this study remembered reading a par- ticular article appearing in the test issue. Table 12 points to an interesting comparison of student exposure to the State News issue and used in the present study (a Thursday edition) and exposure to a Friday edition used in a similar Starch 7 measurement conducted in 1964. The increased exposure of the 6Figures are given later in this chapter (pages 40 and 41) on Starch scores for all articles and advertisements pre-selected for measurement in the test issue. 7Media Comparability Study, Michigan State University State News and Time Magazine, Dr. Kenward L. Atkin, April 15, 1965. 31 Thursday edition could perhaps be due to an increase in readership from November, 1964, to November, 1965. It is more likely, however, due to the difference in actual student exposure between TABLE 12. --Comparison of student exposure to a Thurs- day and Friday edition of the State News Nov. 20,1964 Nov. 18, 1965 (Friday issue) (Thursday issue) Difference Did see 73. 3% 89. 7% +16. 4 pts. Did not see 26. 7 8. 9 -17. 8 No response -- 1.4 +1.4 Thursday and Friday editions of the paper. The Friday edition could logically be expected to receive lower student exposure since Friday marks the beginning of the campus weekend activities and trips home for the weekend for many students. In the next sections, State News readership patterns are broken down by marital status, sex, place of residence (campus or off- campus), and class in school. Frequengy of Readership and Marfial Status. "As shown in Table 13 martial status seems to have little affect upon the frequency of State News readership. Almost eight out of ten 32 TABLE 13. --Frequency of State News reader- ship by marital status. Freflueng Single Married Never 0. 4% 1. 2% Once or twice a week 3. 5 9. 8 3 or 4 times a week 17.1 15. 8 5 times a week 79. 0 73. 2 marrieds reported readership of every issue; over seven out of ten singles claimed this same readership level. For marrieds and singles who claimed not to be every-issue readers, the per cents at each readership frequency level were also quite similar. Frewncy of Readership and Sex. --Student exposure to the State News does seem to be determined, in part, by the sex of the potential reader. As shown below, the percentage of males TABLE 14. --Frequency of State News reader- ship by sex freguency Male Female Never 0. 5% 0. 7% Once or twice a week 3. 4 7. 4 3 or 4 times a week 13. 7 21. 5 5 times a week 82. 4 70. 3 33 at each of the less than “every-issue" levels were significantly lower than the percentage of females. A greater proportion of male students claimed readership of five times a week than did their female counterparts. Frequerg of Readership and Residence. --Whether a student lives on- campus or off- campus seems to affect his reading of the State News to a great extent. This is especially evident at the "every-issue" readership level as shown in Table 15. While off- campus students appear with greater frequencies at the lower readership levels, a significantly larger percentage of on- campus students are every-issue readers. Due to the relatively greater TABLE 15. --Frequency of State News reader- ship by residence On- Off- Frequency Campus Campus Never - - 1. 7% Once or twice a week 2. 7% 9. 6 3 or 4 times a week 13. 3 23. 5 5 times a week 84. 0 65. 2 chances of campus residents being exposed to the State News, the 19 per cent more campus residents who claimed the highest readership level does not come as a surprise. What is signifi- 34 cant, however, is the relatively high percentage of off- campus dwellers who have access to the campus newspaper. Frequency of Readership and Class. -—Readership of the State News is relatively constant when broken down by class in school. Table 16 shows that the percentage of students at each readership level varies only slightly from class to class. It can be seen that TABLE 16. --Frequency of State News readership by class, ‘70 ‘70 % % % % Freiieng _]5_‘_1_‘_. Soph. Jr. Sen. Mst. Doc. Never -- -- -- -- 5.0 -- Once or twice aweek 4.8 2.5 1.5 10.3 10.3 6.4 3 or 4 times aweek 19.3 17.4 13.7 18.0 15.4 16.1 5 times aweek 75. 9 80. 1 84. 8 71. 7 69. 3 77. 5 every-issue readership seems to increase slightly with each class through the undergraduate classes until the Junior level. Then, every—issue readership falls off.slightly with seniors and begins another upward trend which continues through the remaining graduate levels. The Junior class reportedly contains the highest percentage of daily readers with almost 85 per cent of the class members claiming this frequency level. The master's candidates 35 were the only group to report a significant number (5 per cent) of non-readers of the State News. State Journal Readership Frequency Only about seven per cent of Michigan State University students reportedly read the Lansing State Journal every day. Table 17 also reveals that only about one-half of the students read the paper TABLE 17. --Student readership frequency of the State Journal FrecLuency All Students Never 5 Once or twice a week 2 3 or 4 times a week 5 times a week Over 5 times a week % O‘U'IO‘QO ooqooooxo at all. In order to help pin point the basic characteristics of the readers and non-readers of the State Journal, the readership patterns of the paper are broken down into four basic population subsets. These subsets are: single and married students, and male and female students. Frequency of Readership and Marital Status. --The most important determinant of State Journal exposure was found to 36 be the marital status variable. Married students are shown (in Table 18) to be much more likely to read the paper. Over one- fourth of the marrieds reported they are steady readers of the paper. and almost one—half claimed to read the paper at least three times a week. Only 14 per cent of the single students, however, reported reading the State Journal three or more times a week. While almost one out of three single students read the TABLE 18. --Frequency of State Journal reader- ship by marital status Frequenq Single Married Never 54. 3% 35. 4% Once or twice a week 31. 7 20. 7 3 or 4 times a week 7. 0 6. 1 5 times a week 4. 3 12. 2 Over 5 times a week 2. 7 25. 6 paper once or twice a week, less than 15 per cent could be con- sidered as regular readers of the State Journal. This is a relatively small group of students when compared to almost 44 per cent of the marrieds who would qualify as regular readers of the publication. 37 Frepuency of Readership and Sex. --As seen from Table 19, this variable also is a determinate of readership of the w Journal. Here, females are seen to be much less likely to read the paper. While over two-thirds of the women claimed to be non-readers, only about 37 per cent of the men indicated this lowest readership level. While over twice as many males as females reported reading the paper at least three times a week, the percentage of female readers begins to approach that of males at the "over five times a week" level. TABLE 19. --Frequency of State Journal reader- ship and sex. Frequency Male Female Never 36. 8% 69. 6% Once or twice a week 35. 3 19. 3 3 or 4 times a week 9. 8 2. 2 5 times a week 8 3 3. 0 Over 5 times a week 9. 8 5. 9 Towne Courier Readership Frequency The frequency of readership of the East Lansing Towne Courier was found to be extremely low among Michigan State University students. In fact, almost 95 per cent of the respondents reported they never read this publication. The relative unimportance of 38 of this paper to students, then, is obvious and a detailed break- down by various student subsets would be meaningless. State News and State Journal Readership Fre_quencies This section presents a comparison of the readership patterns of the State News and the State Journal. As seen in Table 20, the readership frequencies of the two papers are quite different. This TABLE 20. --Comparison of State News and State Journal readership frequencies. State State Frequency Journal News Difference Never 50. 9% 0. 5% -50. 4pts. Occasionallya 36.6 21.6 — 15.0 Heavilyb 12.5 77.9 +65. 4 a one to four issues a week five issues of the State News per week, five or more issues 0f the State Journal per week difference is due mainly to the very low percentage of students who claimed to never read the State News (0. 5) compared to the 50. 9 per cent who report never reading the State Journal. As seen in Table 18, married students accounted for a large part of the student readership of the State Journal. Therefore, 39 while the readership of the State Journal by married students was considerably lower than that of the State News, marital status does seem to be the most important variable influencing student exposure to a second newspaper. State News Readership Dem _ In order to measure the depth of State News readership in this study, both editorial and advertising matter were measured for depth of message perception. This was accomplished through an adOption of the Starch recognition technique contained in the questionnaire. Three degrees of readership (or perception) were used in measuring the depth of readership in the November 18, 1965 issue: 1. Noted -- The reader remembered seeing the article or advertisement shown "to him. 2. Read Lightly -- The reader remembered enough of the article or advertisement to know what the story or message was about, but read less than One-half of the actual story or advertising copy. 3. Read Heavill -- The reader read over 50 per cent of the article or advertising message. Tables 21 and 22 reveal the student readership scores for both editorial matter and advertising in the State News issue tested. 40 m .2 2. .2 2 .2. 22 s 2. .2 .228. 282.80 £229. 22 .mn2 .2 .2 2.2 w .o 222. N .2 .282. @2382)? s .wm 22 a .2 2.2 212. e .2 2.8.232 .2220: m .222 .2 .2 o .2 m .2 ~ .2 a .2 32923 2. .me 2. .mm o .2 w .2 2. .m 2. .2 m .3 .228. :39...» 22.2.: m .mn2 m .22 a .2 s .s 2. .2 a .3 .2... 2.853 .22mm: 2. .2 2 .2 w .2. s .22 o .2. 32923 3. .m& N .mm .2 .2 .2 .mm 2. .22 .2 .2 w .22 .228... 2.2222. 239m: 0 .2 2 .3 2 .mm o .m N .2 $2923 2... .me 2 .mp2 mmaommom Haywom . M2334 @3072 @302 $203.24 was mowmnm oz modem . pmom as .229 .2. .2. .2. .2. msoz 33m. 222 2c 282222... $2 .wH HOQE®>OZ 02“.: Gm HQuuNE HdeOu—MUO HOW mQHOQm QMSWHQUMOH acmmvdbm II .fiN mqmI= 2. LAUNDRY AND DRY CLEANING Expenditures East Lansipg 0 - None , 01 American Dry Cleaners 1 - less than $1 02 Bary Ames 2 - $1 to 4. 99 03 Campus Cleaners 3 - $5 to 9. 99 04 Dewar Cleaners 4 - $10 to 14. 99 05 Crest Laundry 8: Cleaners 5 - $15 to 24. 99 06 Lansing Laundry 8: Cleaners 6 - $25 to 39. 99 07 Louis Shirt Laundry 8: Cleaners 7 - $40 to 55 08 Savant Cleaners 8 - over $55 09 Time Cleaners 9 — don't know 10 University Sunshine Center (Laundromat) ll Kalamazoo Norge Village 12 On- campus facilities 13 Other (Specify) Frandor 41 Flash Cleaners 42 Frandor Laundromat 43 Other (Specify) $431223 61 Specify) 3. BARBER SHOPS AND BEAUTY SALONS Expenditur e s 0 - None 1 - less than $2. 25 2 - $2.25 to 4.99 3 - $5 to 9. 99 4 - $10 to 19.99 5 - $20 to 29. 99 6 - $30 to 39. 99 7 - $40 to 50 8 - over $50 9 - don't know East Lansing 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Frandor 41 42 43 Lansing 61 Jean Airola Hair Stylists Florence Anderson Style Salon Artistic Hair Styles Helen Barresy Beauty Salon Betty's Hair Fashions Creative Hair Styles Don Schulte's College Manor Stylists Elda-Diane Beauty Salon Sprague's Salons Elizabeth Beauty ShOp Jacobson's Beauty Salon Lucille's Beauty Sh0p Patrician's Hair Fashions Kurl-Up 8: Dye Beauty Salon Martin's Hair Fashions University Beauty Salon Yankee Stadium Stores Other (Specify) Big 10 Barber Shop Braun's Barber ShOp Campus Barber Shop Ken's Barber Shop Len's Barber Shop MSU Barber ShOp Red Cedar Barber ShOp Ruse's Barber ShOp Tallarico Barber Shop Varsity Barber ShOp Other (Specify) \ ‘a “film‘j Frandor Beauty ShOp Frandor Barber Shop Other (Specify) (Specify) 4. MOVIES Expenditures 0 - None 1 - less than $1 2 — $1 to 4. 99 3 - $5 to 9.99 4 — $10 to 14.99 5 - $15 to 19. 99 6 - $20 to 24. 99 7 - $25 to 30 8 - more than $30 9 - don't know *************************************************************** 5. OTHER ENTERTAINMENT Expenditures 0 - None 1 - less than $5 2 - $5 to 9. 99 3 - $10 to 19. 99 4 - $20 to 29. 99 5 - $30 to 49. 99 6 - $50 to 99 7 - $100 to 150 8 - over $150 9 - don't know Lansing 61 Marvelanes Bowl 62 Holiday Lanes 63 Joe Joseph's Pro Bowl 64 Lansing Recreation Center 65 Timberlanes 66 Westlawn Lanes 67 Cedarway Recreation Bowling 01 02 O3 04 05 06 07 08 09 Campus Theatre Downtown Art Lansing Drive-In Gladmer Theatre Michigan Theatre Starlitq‘Drive-In State Theatre Fairchild Auditorium (MSU) Other (Specify) ‘7" mm East Lansing 01 02 03 04 05 06 07 Frandor 41 42 43 68 69 70 71 72 73 74 75 MSU Union Lanes Golden 8 Ball (Abbott Rd. ) The Dell's The Mayfair Coral Gables Paul Revere's Other (Specify) Ziegler's Boom- Boom Room Big 10 (Golf-O-Tron) Other (Specify) Amadeo's Show Club Archie Tarpoff's Dines Gas Buggy Room The Green Door Dagwood's The Sportsman's Other (Specify) Expenditures 0 - None 1 - less than $1 2 - $1 to 4. 99 3 - $5 to 9. 99 4 - $10 to 24. 99 5 - $25 to 49 6 - $50 to 99 7 - $100 to 150 8 - over $150 9 — don't know 6. R ESTAURANT MEALS East Lansing 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 Frandor 41 42 43 44 45 46 Lansing 6 1 Big Boy Casa Nova No. 2 College Inn Coral Gables Il Forno Pizza Lenti's McDonald's Pizza Pit The Poplars Red Barn Kewpee's Varsity Drive-In MSU Union International Center Dorm Snack Bar Other (Specify) Howard Johnson Homade Food Shop Hamburger Heaven Kwast Bakery Ziegler's Charcoal Room Other (Specify) (Specify) Expenditures 0 - None 1 - less than $5 2 - $5 to 14. 99 3 - $15 to 24.99 4 - $25 to 49. 99 5 - $50 to 99. 99 6 - $100 to 149 7 - $150 to 200 8 - over $200 9 - don't know 7. GROCERIES East Lansing 01 02 03 04 05 06 07 08 Frandor 41 42 43 44 Lansing 61 Kroger's Prince Bros. Shop-Rite Shaheen's Super Shop-Rite Spartan Shop-Rite A 8: P Schmidt's Other (Specify) Packer's Kroger '3 National Othe r (Spe cify) Specify ***>l<***********************>.’<>l<>'.<**>}<>l<>i<>.'<>}=*>§<>k***>.'<*>.‘<************* Expenditures 0 - None 1 - less than $10 " 2 - $10 to 24. 99 3 - $25 to 49.99 4 - $50 to 74. 99 5 - $75 to 99 6 - $100 to 149 7 - $150 to 200 8 - more than $200 9 - don't know (Continued on next page) 8. CLOTHING Eas t Lans i3 01 02 03 O4 05 06 07 08 09 10 11 12 13 14 15 16 17 Campbell's Suburban Shop J. W. Knapp Lon Kositchek's Ramsey's University Shop Redwood and Ross Tog Shop Canterbury ShOp Sportsmeister Yankee Stadium Wanda Hancock Smartwear Jacobson's Marie's Fashions Scotch House Style ShOp Cartwright's Shoes Shepard's Shoes Other (Specify) .8. CLOTHING (Continued) Frandor 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 Lansing 61 Holden-Reid Federal Sears Roger Stuart Ltd. Tie Rak Green's Apparel LaMode Millinery Three Sisters Trudy's Winkelman's Beaux "N" Belles Harryman's Shoes G. R. Kinney Shoes Modern Youth Shoes Rackley Shoes Thom McCan Shoes Other (Specify) ”L1 .0" (Specify) **>l<*>1<*>l<>.'<**>§=***>§<>€<*****>§< #0103203-’i<*>.'<>l<fii<>k311<>l<>§<***>'.<>2<**************** 9. DRUGS, COSMETICS AND TOILETRIES Expenditures 0 - None 1 - less than $5 2 - $5 to 9. 99 3 - $10 to 14. 99 4 - $15 to 19.99 5 - $20 to 24. 99 6 - $25 to 49 7 - $50 to 75 8 - over $75 9 - don't know Lansing 61 (Specify) East Lansing 01 02 O3 04 05 06 07 08 O9 10 Frandor 41 42 Alexander Drug Allen's Drug Campus Drug College Drug East Lansing Pharmacy Gulliver's Drug Muir's Drug Dot Drug Olin Health Center Other (Specify) Cunningham ' 5 Other (Specify) qu f I I r I 10. HOUSEHOLD FURNISHINGS Expenditures ' East Lansing 0 - None 01 Tony Coats 1 - less than $10 02 Builder's Hdwre. 2 - $10 to 24. 99 03 Ace Hdwre. 3 - $25 to 49. 99 04 Polachek's Fabrics 4 -' $50 to 74. 99 05 Stevenson's Decorators 5 - $75 to 99. 99 06 Yankee Stadium 6 — $100 to 150 07 East Lansing Electric 7 - $150 or over 08 Art's TV 8 - don't know 09 Hanes TV 10 Hank's TV 11 Other (Specify) Frandor 41 Sears 42 Federal 43 Sew "N" Save Fabrics 44 Singer Company 45 Grinnell Bros. 46 Other (Specify) Lansing 61 (Specify) *****************************$****ss************************ 11. AUTOMOTIVE AND TRANSPORTATION Expenditures East Lansinggransportation 0 - None 01 Train 1 - less than $5 02 Bus 2 - $5 to 9. 99 03 Airline 3 - $10 to 14. 99 04 College Travel Office 4 - $15 to 19. 99 05 Other (Specify) 5 — $20 to 24. 99 6 - $25 to 49 7 - $50 to 100 8 - over $100 9 -don't know 11. AUTOMOTIVE AND TRANSPORTATION (Continued) East Lansing Automotive 06 O7 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 3O 31 32 33 34 35 36 37 ' 38 Frandor 41 Lansing 61 University Standard Fuller's Standard Nelson's Standard Spartan Standard Sellers Standard East Lansing Shell ’ Red's Shell Campus Texaco Swan's Spartan Texaco Bud's Mobil Fedewa's Campus Mobil Len's Cities Service (Citgo) Larry's Gulf Meridian Gulf Jake's Sinclair Mel's Sinclair Duke's Sunoco John Lewis Sunoco Frank Krauss Sunoco Clark Drake's Refinery Station Forest Hills Phillips 66 Lathrop's Pure Service Trowbridge Road Enco Grand River Zephyr Al Mikulich Pontiac Bob's Garage Goedert's Garage Magee's Service Garage Otis Garage Bob Baker Rambler Saradi Other (Specify) (Specify) (Specify) if” 6+4 BIBLIOGRAPHY Books Boyd, Harper W. , and Westfall, Ralph. Marketing Research. Homewood, Illinois: Richard D. Irwin, Inc., 1956. Lucas, Darrell Blaine, and Britt, Steuart Henderson. Measuring Advertism Effectiveness. New York: McGraw Hill Book Co. , 1963. Luck, David J. , Wales, Hugh G. , and Taylor, Donald A. MarketingResearch. 2nd ed. revised. Englewood Cliffs, New Jersey: Prentice-Hall, Inc. , 1961. R eports and Periodicals Atkin, Kenward L. Media ComparabilitpStudl, Michigan State University State News and Time Magazine. East Lansing, Michigan: Department of Advertising, Michigan State University, 1965. Shaffer, James D. , and Dressel, Paul L. Expenses and Sources of Income of Michigan Resident Michigan State University Students. East Lansing, Michigan: Office of Institutional Research, Michigan State University, 1963. MacManus, John and Adams, Inc. A Glossary of Advertising and Market Research Terms. Bloomfield Hills, Michigan: Marketing Research Department, MacManus, John and Adams, Inc., 1963. Michigan State University. Student Directorx. East Lansing, Michigan: Michigan State University, September, 1965. 130