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The group interview as an audience reaction measure

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Authors and Affiliations

  1. College of Communication Arts, USA

    Malcolm S. MacLean (associate professor)

  2. Department of Psychology, Michigan State University, USA

    Hans H. Toch (assistant professor)

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  1. Malcolm S. MacLean
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  2. Hans H. Toch
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A technique for obtaining audience reaction data by means of group interviews is described, together with examples of its application to two ETV kinescopes.

The authors arc indebted to George Gallup whose work suggested some of the approaches outlined here, and to Edgar Crane, William Tarrant, James Rae, Donald Kiel, and Donald Montgomery of the College of Communication Arts, Michigan State University, for work on the project.

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MacLean, M.S., Toch, H.H. The group interview as an audience reaction measure. AVCR 7, 209–219 (1959). https://doi.org/10.1007/BF02767485

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  • DOI: https://doi.org/10.1007/BF02767485

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