Not only what you do, but how you do it - elements of techniques affecting the reported radio audience

Tony Twyman

Radio listening varies widely in terms of context and therefore, in quality and importance to the respondent and in accessibility to memory.

Not Only What You Do, But How You Do It - Elements Of Technique Affecting The Reported Radio Audience

Tony Twyman Tony Twyman and Associates, United Kingdom

1.0 THE NATURE OF RADIO LISTENING

Radio as a medium is now potentially available virtually universally and it is often a companion to other tasks.

The experience of exposure to the radio medium therefore has a number of characteristics some of which are unique. You can hear or listen to radio:
  • almost anywhere: home, car, work,...

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