Constructing a System of Indicators of the Mass-Media Audience

Abstract

The goal of the study undertaken was to investigate, by survey technique, the composition of the Leningrad radio and TV audience on one weekday, May 21, 1974. The survey was conducted during the first half of the day on May 22. (1) The sample, constructed on a quota model, included workers and white-collar people chosen in terms of membership in the principal socio-occupational groups. The fact that a quota distribution according these characteristics, plus sex and age, was adhered to provides grounds for regarding the data obtained as representative of the employed population of Leningrad. (2)