NONCOOPERATION BIAS IN TELEVISION RATINGS

In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 27, Heft 2, S. 312-314

Abstract

An experiment was performed to measure the influence of possible noncooperation bias on the ratings of TV programs of an educ'al, cultural, or informational nature. Analysis of data from 288 telephone interviews conducted in the Boston, Mass area, indicates that R's who watch educ'al TV express greater willingness to cooperate with an interviewer than those who do not. Also, younger & more educated people are more likely to cooperate. Further analysis shows that the diff in cooperation rates between the 2 samples (R's who watch educ'al TV vs those who do not), was not related to variation in age & educ characteristics. AA.