Measurement of mundane TV behaviors: Remote control device flipping frequency
- 1 January 1994
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting & Electronic Media
- Vol. 38 (1) , 35-47
- https://doi.org/10.1080/08838159409364244
Abstract
Although overt behaviors (such as media consumption and related uses and gratifications) are fairly reliable survey items, mundane behaviors (such as channel changing frequency) are problematic. Respondents were asked to watch television in the presence of a hidden device that recorded the frequency of their RCD use. When these recorded counts were compared to their self‐reported survey responses regarding channel flipping frequency, there was evidence of underestimation of channel flipping. Irregularity of estimation was explained in part by excitement instrumental viewing motives.Keywords
This publication has 13 references indexed in Scilit:
- Profile: Channel repertoire in the presence of remote control devices, VCRs and cable televisionJournal of Broadcasting & Electronic Media, 1992
- Audience Selectivity and Involvement in the Newer Media EnvironmentCommunication Research, 1990
- Chronic loneliness and television useJournal of Broadcasting & Electronic Media, 1990
- Cognitive Processes Used by Survey Respondents to Answer Behavioral Frequency QuestionsJournal of Consumer Research, 1987
- Answering Autobiographical Questions: The Impact of Memory and Inference on SurveysScience, 1987
- Audience Behavior in the New Media EnvironmentJournal of Communication, 1986
- PROGRAM SELECTION WITH ABUNDANCE OF CHOICEHuman Communication Research, 1985
- Ritualized and Instrumental Television ViewingJournal of Communication, 1984
- Relations Between Gratifications Sought and ObtainedCommunication Research, 1980
- On the Use of the Mass Media for Important ThingsAmerican Sociological Review, 1973