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Defining Viewer Typologies: Identifying Television Channel Repertoires in Multi-Channel Television Environments
Unformatted Document Text:  31 Factor 5a aligns with the top half of this list, while 5b loads positively with the bottom half. Factor 5a is the stereotypical sports viewer, while 5b could be construed as the typical 25-35 year-old professional woman. Demographically, this is not far from accurate. Factor 5a is composed of two men aged 40 and 55. Factor 5b houses women of ages 25 and 31. The men are a police officer and a dentist. The women are a bank auditor and a graduate student in speech communication. The men like sports and news, while they women prefer music and movies. It is particularly interesting that these two categories include one element with a heavy time constraint (movies and sports) and another with constant changes and few conclusions (music and news). This might indicate that what they watch on television is based on the time they can allot for it. This might be the common thread that binds these two extremes to one another. The men might plan all week for the game on Saturday, while the women plan for a nice movie at least once a week. This factor earned the combined name of Popcorn and Cracker Jacks. The following channels differentiated Popcorn and Cracker Jacks from the other factors. It should be noted that dual nature of this factor this list should be considered when interpreting the distinguishing statements as well (See Table 20). Table 20: Distinguishing Statements for Factor 5 (P < .05 ; Asterisk (*) Indicates Significance at P < .01) Both the Factor Q-Sort Value and the Normalized Score are Shown. Factors 1 2 3 4 5 No. Statement No. RNK SCORE RNK SCORE RNK SCORE RNK SCORE RNK SCORE 18 ESPN 2 18 3 1.16 4 1.37 -3 -1.17 -3 -0.99 5 2.17 28 Headline News 28 1 0.51 1 0.38 0 -0.02 0 -0.01 5 1.60* 38 TBN 38 -5 -1.59 -4 -1.42 -4 -1.41 -5 -2.28 4 1.12* 50 PBS 50 -4 -1.14 -1 -0.30 1 0.23 4 1.72 3 1.04 12 PAX 12 0 -0.23 -5 -1.89 -2 -0.65 -2 -0.64 2 0.74* 13 Discovery Channel 13 3 0.94 3 1.12 3 1.34 4 1.33 0 0.27 20 EWTN 20 -5 -1.70 -5 -1.92 -4 -1.41 -5 -2.04 0 -0.03* 48 USA Network 48 2 0.61 1 0.42 3 1.10 2 0.67 -1 -0.32 29 Home Shopping Network 29 -4 -1.52 -4 -1.58 -5 -1.66 -4 -1.86 -2 -0.60* 41 The Movie Channel 41 2 0.65 -1 -0.44 2 0.89 -1 -0.24 -4 -1.51* 37 Starz 37 1 0.12 -2 -0.62 2 0.85 -2 -0.70 -4 -1.63* 16 Encore 16 -1 -0.52 -2 -0.53 2 0.85 -2 -0.73 -4 -1.81* 25 Home Box Office 25 5 2.15 4 1.22 5 1.68 1 0.33 -5 -1.97* 5 Cinemax 5 4 1.69 0 -0.16 2 1.05 -2 -0.67 -5 -2.12* 36 Showtime 36 4 1.38 -1 -0.31 4 1.35 -1 -0.60 -5 -2.15* Since the men loaded positively on this factor, Table 20 displays this information based on their perspective. It is evident that these men do not watch television for movies. The final six channels in this list are advertising-free, cable

Authors: Reber, Bryan. and Harriss, Chandler.
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31
Factor 5a aligns with the top half of this list, while 5b loads positively with the bottom half. Factor 5a is the
stereotypical sports viewer, while 5b could be construed as the typical 25-35 year-old professional woman.
Demographically, this is not far from accurate. Factor 5a is composed of two men aged 40 and 55. Factor 5b houses
women of ages 25 and 31. The men are a police officer and a dentist. The women are a bank auditor and a graduate
student in speech communication. The men like sports and news, while they women prefer music and movies. It is
particularly interesting that these two categories include one element with a heavy time constraint (movies and sports)
and another with constant changes and few conclusions (music and news). This might indicate that what they watch on
television is based on the time they can allot for it. This might be the common thread that binds these two extremes to
one another. The men might plan all week for the game on Saturday, while the women plan for a nice movie at least
once a week. This factor earned the combined name of Popcorn and Cracker Jacks.
The following channels differentiated Popcorn and Cracker Jacks from the other factors. It should be noted that
dual nature of this factor this list should be considered when interpreting the distinguishing statements as well (See
Table 20).
Table 20: Distinguishing Statements for Factor 5
(P < .05 ; Asterisk (*) Indicates Significance at P < .01)

Both the Factor Q-Sort Value and the Normalized Score are Shown.
Factors
1
2
3
4
5
No. Statement
No. RNK SCORE
RNK SCORE
RNK SCORE
RNK SCORE
RNK SCORE
18 ESPN 2
18
3 1.16
4 1.37
-3 -1.17
-3 -0.99
5 2.17
28 Headline News
28
1 0.51
1 0.38
0 -0.02
0 -0.01
5 1.60*
38 TBN
38 -5 -1.59
-4 -1.42
-4 -1.41
-5 -2.28
4 1.12*
50 PBS
50 -4 -1.14
-1 -0.30
1 0.23
4 1.72
3 1.04
12 PAX
12 0 -0.23
-5 -1.89
-2 -0.65
-2 -0.64
2 0.74*
13 Discovery Channel
13 3 0.94
3 1.12
3 1.34
4 1.33
0 0.27
20 EWTN
20 -5 -1.70
-5 -1.92
-4 -1.41
-5 -2.04
0 -0.03*
48 USA Network
48 2 0.61
1 0.42
3 1.10
2 0.67
-1 -0.32
29 Home Shopping Network 29 -4 -1.52
-4 -1.58
-5 -1.66
-4 -1.86
-2 -0.60*
41 The Movie Channel
41 2 0.65
-1 -0.44
2 0.89
-1 -0.24
-4 -1.51*
37 Starz
37 1 0.12
-2 -0.62
2 0.85
-2 -0.70
-4 -1.63*
16 Encore
16 -1 -0.52
-2 -0.53
2 0.85
-2 -0.73
-4 -1.81*
25 Home Box Office
25 5 2.15
4 1.22
5 1.68
1 0.33
-5 -1.97*
5 Cinemax
5 4 1.69
0 -0.16
2 1.05
-2 -0.67
-5 -2.12*
36 Showtime
36 4 1.38
-1 -0.31
4 1.35
-1 -0.60
-5 -2.15*
Since the men loaded positively on this factor, Table 20 displays this information based on their perspective. It is
evident that these men do not watch television for movies. The final six channels in this list are advertising-free, cable


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