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Defining Viewer Typologies: Identifying Television Channel Repertoires in Multi-Channel Television Environments
Unformatted Document Text:  24 18 Radio Reporter 0.5401 0.5955X 0.2690 0.1870 0.0348 19 ProfessorF2 -0.0510 0.4288 0.0426 0.4295 -0.1141 20 ProfessorM1 0.0935 0.2695 0.3377 0.5797X -0.0010 21 GradM1 0.2580 0.6724X 0.1730 0.3400 -0.0461 22 ProfessorM2 0.4114 0.2881 0.3509 0.3702 0.0854 23 Florist 0.4974 0.0604 0.5694X 0.2136 -0.2393 24 Electrician2 0.4863X 0.2292 0.2716 0.0817 -0.0510 25 UndergradM2 0.4026X 0.2257 0.2812 0.2029 -0.0380 26 Police Officer 0.1658 0.4639 -0.2041 -0.3337 0.4989X % expl.Var. 10 14 11 10 6 As one can see, four individuals did not load heavily onto one factor. The individuals were, (#11) the small business owner, (#14) the office manager, (#17) the craft show judge, (#19) professorF2, and (#22) professorM2. Also, one respondent dropped out after the first sort making this respondent pool 26 as opposed to 27. Although fewer respondents loaded onto factors, the factors for this sort were more distinct. The number of channels that significantly differentiated these factors from one another was larger and this allowed the researchers to define more concise categories than the previous sort. Once the factors were determined, they were investigated in greater depth, labeled and then defined. First, the channels that defined the factor will be identified, then the substantial differences between this factor and the others will be established. Cash Cows The channels that loaded positively onto this factor included HBO, NBC, CBS, Cinemax, ABC, Showtime, ESPN and others (See Table 12). The channels that loaded negatively for this factor included BET, EWTN, TBN, Home Shopping Network, Nickelodeon, QVC and others. Table 12: Normalized Factor Scores -- For Factor 1 No. Statement No. Z-SCORES 25 Home Box Office 25 2.154 56 NBC 56 2.089 55 CBS 55 1.793 5 Cinemax 5 1.691 53 ABC 53 1.465 36 Showtime 36 1.376 17 ESPN 17 1.336 43 TNT 43 1.292 18 ESPN 2 18 1.160 45 TV Land 45 -1.114 50 PBS 50 -1.137 34 QVC 34 -1.314

Authors: Reber, Bryan. and Harriss, Chandler.
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24
18 Radio Reporter
0.5401
0.5955X 0.2690
0.1870
0.0348
19 ProfessorF2
-0.0510
0.4288
0.0426
0.4295
-0.1141
20 ProfessorM1
0.0935
0.2695
0.3377
0.5797X -0.0010
21 GradM1
0.2580
0.6724X 0.1730
0.3400
-0.0461
22 ProfessorM2
0.4114
0.2881
0.3509
0.3702
0.0854
23 Florist
0.4974
0.0604
0.5694X 0.2136
-0.2393
24 Electrician2
0.4863X
0.2292
0.2716
0.0817
-0.0510
25 UndergradM2
0.4026X
0.2257
0.2812
0.2029
-0.0380
26 Police Officer
0.1658
0.4639
-0.2041 -0.3337 0.4989X
% expl.Var.
10
14
11
10
6
As one can see, four individuals did not load heavily onto one factor. The individuals were, (#11) the small business
owner, (#14) the office manager, (#17) the craft show judge, (#19) professorF2, and (#22) professorM2. Also, one
respondent dropped out after the first sort making this respondent pool 26 as opposed to 27. Although fewer
respondents loaded onto factors, the factors for this sort were more distinct. The number of channels that significantly
differentiated these factors from one another was larger and this allowed the researchers to define more concise
categories than the previous sort. Once the factors were determined, they were investigated in greater depth, labeled
and then defined. First, the channels that defined the factor will be identified, then the substantial differences between
this factor and the others will be established.
Cash Cows
The channels that loaded positively onto this factor included HBO, NBC, CBS, Cinemax, ABC, Showtime, ESPN
and others (See Table 12). The channels that loaded negatively for this factor included BET, EWTN, TBN, Home
Shopping Network, Nickelodeon, QVC and others.
Table 12: Normalized Factor Scores -- For Factor 1
No. Statement
No. Z-SCORES
25 Home Box Office
25 2.154
56 NBC
56 2.089
55 CBS
55 1.793
5 Cinemax
5 1.691
53 ABC
53 1.465
36 Showtime
36 1.376
17 ESPN
17 1.336
43 TNT
43 1.292
18 ESPN 2
18 1.160
45 TV Land
45 -1.114
50 PBS
50 -1.137
34 QVC
34 -1.314


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