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69-11670 MARTIN II, Donald Ray, 1941 This dissertation has been microfilmed exactly as received 69-11,670 MARTIN II, Donald Ray, 1941- A STUDY OF DEFINITIONS AND ATTITUDES TOWARD A SMALL COLLEGE NON-COMMERCIAL EDUCA­ TIONAL FM RADIO STATION. The Ohio State University, Ph.D., 1968 Mass Communications University Microfilms, Inc., Ann Arbor, Michigan (c) Donald Ray Martin II 1969 ALL RIGHTS RESERVED A STUDY OF DEFINITIONS AND ATTITUDES TOWARD A SMALL COLLEGE NON-COMMERCIAL EDUCATIONAL FM RADIO STATION DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Donald Ray M artin I I , B .A ., M.S *###*# The Ohio State University 1968 Approved by — --------------------------- u U .------------ / Adviser .// Department ofvSpeech PLEASE NOTE: Tables tend to curl, Filmed in best possible way. UNIVERSITY MICROFILMS VITA November 22, 19-41 Born Cleveland, Ohio 1963 ............................ B.A., Otterbein College, Westerville, Ohio 1963 ............................ M.S., Syracuse University, Syracuse, New York 1965-1968 ................ Instructor, Ohio Wesleyan University, Delaware, Ohio 19 6 8 - .......................... Assistant Professor, California State Polytechnic College, San Luis Obispo, California PUBLICATIONS "Program Review of The Comic Arts." Educational Broadcasting Review, II (June, 1968), pp. 59-60. FIELDS OF STUDY Major Field: Educational Broadcasting Studies in Broadcasting. Professors James E. Lynch, Richard M. Mall, and Harrison B. Summers Studies in Communications Research. Professors Robert R. Monaghan and Wallace Fotheringham Studies in Educational Media. Professors Sidney Eboch, I. Keith Tyler, and Thomas M iller TABLE OF CONTENTS Page VITA i i LIST OF TABLES v LIST OF FIGURES ix C hapter I . STATEMENT OF THE PROBLEM 1 Introduction The Problem Need H ypotheses Design I I . REVIEW OF THE LITERATURE............................................................ 16 Introduction Case Study Institution Small College Radio Stations Broadcasting Studies with a Similar Design Summary I I I . DESIGN OF THE S T U D Y ...................................................................... 33 Introduction Institution Selected for Study Selection of the Instrument Development of the Instrument Selection of the Sample Administering the Instrument Data Processing Procedure Procedure for Conclusions and Recommendations IV. RESULTS OF THE INVESTIGATION 68 Introduction Linkage Analysis Data point Biserial Correlation Data Item Significance Test Between Present and Ideal for Groups Definition Analyses Attitude Analyses Testing the Hypotheses Summary iii Chapter Page V. CONCLUSIONS AND RECOMMENDATIONS.......................................... 156 Introduction Case Study Institution Small College Radio Stations The D esign SELECTED BIBLIOGRAPHY ................................................................................... 190 iv LIST OF TABLES T able Page 1. WSLN Program Schedule .......................................................................... 39 2. Definition Elements of an Educational Radio Station for Structured Q-sorts ............................................ 43 3. Structured Q-sort Instrument for Measuring Definitions of an Educational Radio Station ................. 44 4. Attitude Elements Toward an Educational Radio Station for Unstructured Q-sorts ........................................ 49 5. Unstructured Q-sort Instrument for Measuring Attitudes Toward an Educational Radio Station .... 50 6. Distribution of Q-sort Cards ...................................................... 53 7. Composition of the Structured Sample for the Q-sort Instruments .......................................................................... 55 8. Q-sort Response....................................................................................... 59 9. Hypothetical Matrix for Preparing Point Biserial Correlation Data ............................................................ 63 10. Item Scores Made by the Sample on the Definition- Present Q -sort................................................................................... 70 11. Item Scores Made by the Sample on the Definition- Ideal Q -sort ....................................................................................... 71 12. Item Scores Made by the Sample on the Attitude- Present Q -sort................................................................................... 72 13. Item Scores Made by the Sample on the Attitude- Ideal Q -sort ....................................................................................... 73 14. Intercorrelations of Persons in the Sample Over Definition-Present Q-sort Items .............................................. 74 15. Intercorrelations of Persons in the Sample Over Attitude-Present Q-sort Items ....................... 75 v Table Page 16. Rows of Coefficients Added to Definition Q-sort Scores for Point Biserial Correlation Computation . 79 17. Rows of Coefficients Added to Attitude Q-sort Scores for Point Biserial Correlation Computation . 80 18. Point Biserial Correlations Between Definition Groups and Definition-Present Q-sort Items..... 81 19. Point Biserial Correlations Between Definition Groups and Definition-Ideal Q-sort Items .............................. 82 20. Point Biserial Correlations Between Attitude Groups and Attitude-Present Q-sort Items .............................. 83 21. Point Biserial Correlations Between Attitude Groups and Attitude-Ideal Q-sort Items ................................... 84 22. Characteristics of Sample Members Affiliated with Group 1 ..................................................................... 85 23. Point Biserial Correlations Between Group 1 and Definition-Present Q-sort Items ..................................................... 87 24. Point Biserial Correlations Between Group 1 and Definition-Ideal Q-sort Items .......................................................... 89 25. Significant Item Differences for Group 1 Between the Present and an Ideal S ta tio n .......................................................... 91 26. Characteristics of Sample Members A ffiliated with Group 2 ....................................................................................... 92 27. Point Biserial Correlations Between Group 2 and Definition-Present Q-sort Items .............................................. 93 28. Point Biserial Correlations Between Group 2 and Definition-Ideal Q-sort Items ................................................... 96 29. Significant Item Differences for Group 2 Between the Present and an Ideal S ta tio n ................................................... 99 30. Characteristics of Sample Members A ffiliated with Group 3 ............................................................................................. 101 31. Point Biserial Correlations Between Group 3 and Definition-Present Q-sort Items .................................................... 103 32. Point Biserial Correlations Between Group 3 and Definition-Ideal Q-sort Items ......................................................... 106 vi Table Page 33. Significant Item Differences for Group 3 Between the Present and an Ideal S ta tio n ................................................... 108 34. Characteristics of Sample Members Affiliated with Group 4 ........................................................................................ 110 35. Point Biserial Correlations Between Group 4 and Definition-Present Q-sort Items .............................................. 111 36. Point Biserial Correlations Between Group 4 and Definition-Ideal Q-sort Items ................................................... 112 37. Significant Item Differences for Group 4 Between the Present and an Ideal S ta tio n ................................................... 114 38. Significant Item Differences Between the Present and an Ideal S tatio n ..................................................................... 116 39. Composition of Definition Items Having Significantly Lower Means for Ideal Station Ranked in Descending Order of Significance ..................................................................... 117 40. Composition of Definition Items Having Significantly Lower Means for Present Station Ranked in Descending Order of Significance .......................................... 118 41. Characteristics of Sample Members Affiliated with Group 1 ....................................................................................... 119 42. Point Biserial Correlations Between Group 1 and Attitude-Present Q-sort Items ................................................... 120 43. Point Biserial Correlations Between Group 1 and Attitude-Ideal Q-sort Items ....................................................... 122 44* Significant Item Differences for Group 1 Between the Present and an Ideal S ta tio n ................................................... 124 45. Characteristics of Sample Members A ffiliated with Group 2 ........................................................................................ 125 4 6. Point Biserial Correlations Between Group 2 and Attitude-Present Q-sort Items ................................................... 127 47. Point Biserial Correlations Between Group 2 and Attitude-Ideal Q-sort Items ....................................................... 129 48. Significant Item Differences for Group 2 Between the Present and an Ideal S ta tio n ................................................... 130 vii Table
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