The People Look at Radio (Special Deck)

Resource Type
Dataset : Survey and aggregate data
  • Lazarsfeld, Paul F. (Bureau of Applied Social Research, Columbia University, New York)
Publication Date
  • H. Field, National Opinion Research center, University of Denver (Data Collector)
  • ZA:
    • Communication, Public Opinion, Media
  • CESSDA Topic Classification:
    • Mass media
    • Advertising
  • Abstract

    Attitudes to listening to the radio and radio advertising. Topics: Satisfaction with the performance of municipal institutions as well as newspapers and radio; comparison of the performance of the mass-media during the war; comparative judgement on the news in newspapers and on the radio; preferred radio broadcasts and length of listening to the radio; judgement on government control over radio stations; assessment of advertising on the radio and judgement on financing radio stations through advertising; attitude to a radio tax to achieve radio free of advertising; naming products for which it should not be permitted to advertise on the radio. Also encoded were: race of respondent, city size. Demography: age (classified); sex; race; marital status; number of children; school education; occupation; size of household; self-assessment of social class; city size.
Temporal Coverage
  • 1945-11
Geographic Coverage
  • United States (US)
Sampled Universe
Owners of radio equipment in the Mountain and Pazific time zones.
Sampling Procedure Comment: Sample
Collection Mode
  • Oral survey with standardized questionnaire
Data and File Information
  • Unit Type: Individual
    Number of Units: 615
The current data set contains the interviewed owners of a radio in the above-specified time zones and thus only a part of the 3243 respondents of the complete project.
B - Data and documents are released for academic research and teaching, if the results won’t be published. If any publications or any further work on the results is planned, permission must be obtained by the Data Archive.
All metadata from GESIS DBK are available free of restriction under the Creative Commons CC0 1.0 Universal Public Domain Dedication. However, GESIS requests that you actively acknowledge and give attribution to all metadata sources, such as the data providers and any data aggregators, including GESIS. For further information see
Alternative Identifiers
  • ZA0513 (Type: ZA-No.)
  • Field, Harry; Lazarsfeld, Paul F.: The People Look at Radio. Chapel Hill: The University of North Carolina Press 1946.
  • Hyman, Herbert: Survey Design and Analysis: Principles, Cases and Procedures. New York: Free Press 1955.

Update Metadata: 2021-04-07 | Issue Number: 95 | Registration Date: 2010-07-22