Radio listeners’ electronic media habits
- 1 January 1981
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting
- Vol. 25 (1) , 25-36
- https://doi.org/10.1080/08838158109386426
Abstract
Profiles of the electronic media habits of radio's subaudiences are provided together with a multiple discriminant analysis which reveals the relative distinctness of each group. Media consumption indices in the aggregate were found to be more powerful than demographic characteristics as predictors of format preference.Keywords
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