Areas of radio preferences: A preliminary inquiry

Abstract

This study is an attempt to outline an approach to categorizing radio programs by making use of listeners' listings of their preferences. Lists of 5 favorite radio programs were obtained from 497 respondents. Using an index of preference overlap, it was found that there was a "majority" taste, and several minority program clusters. "… the approach to areas of mass-media taste by way of consumers' stated preferences for particular programs would appear to be a fruitful line of inquiry." (PsycInfo Database Record (c) 2025 APA, all rights reserved)