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政大機構典藏 > 傳播學院 > 新聞學系 > 會議論文 > Item 140.119/61923

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/61923

Title:	關於媒介行為的測量：電視收視、廣播收聽、與報紙閱讀
Other Titles:	On the measurement of Media Behavior
Authors:	王旭 Wang, Hsu
Contributors:	國立政治大學廣播電視學系
Keywords:	媒介行為;測量 media behavior;measurement
Date:	1998
Issue Date:	2013-11-29 15:06:22 (UTC+8)
Abstract:	本研究檢視過去十餘年來以台灣地區為抽樣範圍所進行的七份問卷調查裡，有關閱聽人使用電視、廣播、和報紙的測量。發現各個測量所採用的工具，因主持調查的單位不同而呈系統性的不同。各個測量所得到的結果，也出現系統性的差異。媒介的使用情形是傳播研究裡的主要概念之一，設計具有信度與效度，並符合研究目的的測量工具，是傳播研究要獲致可靠的研究成果的前提。本研究從測量工具設計的角度出發，嘗試找出這些調查問卷測量結果彼此之間出現歧異的原因，並提出若干可能的改進方向。 This study reviews the measurement of media behavior contained in seven surveys conducted during the past decade in Taiwan. It`s found that the design of questionnaire varies across surveys. Some confusion about media behavior is raised because of the diverse results from different kinds of measurement. It is argued that as a key concept in the field of mass communication research, media behavior should be measured with the tools with reliability and validity. This paper provides a ground to discuss the measurement of media behavior in these surveys.
Relation:	中華傳播學會年會研討會
Data Type:	conference
Appears in Collections:	[新聞學系] 會議論文

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