The public's use of television: who watches and why

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Sage Publications, Apr 1, 1980 - Language Arts & Disciplines - 368 pages
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Frank and Greenberg report the resuls of a four year survey of the American television audience, designed to determine who watches television -- and why. Rather than classify audiences by one variable, the authors group them by interests, attitudes, and behaviour, as well as more usual demographic attributes such as age and sex. The result is a unique segmentation scheme that gives a coherent picture of each audience's psychological needs, its interests and its relative use of other media.

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Foreword by Lloyd N Morrisett
Strategy and Scope

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