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Second, members of AG. Third, the large sample size and variable numbers requires a space- saving procedure which is furnished by binary compressing storage using all byte fields. In order to make the MA easily available for scientific analyses, the data have to be converted into an SPSS compatible format.

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This can be done with the specific SPSS syntaxes. Furthermore, the original questionnaires and the code plans have been archived in the MLFZ; the scanned questionnaires can be downloaded free of charge from the MLFZ homepage www. Topics and potential for longitudinal analyses The main topic of the MA, of course, is media use.

Yet it also contains information on some attitudes, behavior, time budgets, and socio-demographic characteristics of the respondents.

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There are two seg- ments, called the non-specific and channel- or title- specific media use. The non-specific media use is surveyed in three modules: I Leisure activ- ities frequency scale: Unfortunately, the upper end of this scale does not differentiate en- ough among heavy use of TV and radio.

Yet it can be used to analyze media use as one aspect of leisure time among others Wahl II Weekly fre- quency of radio and TV use: How many days of a normal week has radio or TV been used in the early morning, late morning, noon, during the afternoon or in the evening. This was surveyed continuously from the begin- ning of the MA survey along with other questions on technical equipment in the household. Specific media use is surveyed in three consecutive modules and the time budget module. To start, I the general filter question ascertained if each channel or press title available at the time of the survey had been ever heard, seen or read before.

For those mentioned, then, II the time filter ascertained the time point of their last use. And again for those mentioned, III the fre- quency module inquired as to how many days per week a radio program or TV channel was listened to or watched, and how many of the last 12 issues of a magazine were read. IV The time budget module ascertained the dominant activity for each quarter of an hour between 5 a. More- over, further activities inside and outside the household were surveyed and similar indices can be constructed.

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Each of these four modules allows a com- parison between the media radio, TV, and press. However, as the phrasing of questions and answers changes occasionally, questionnaires and code plans must be examined beforehand. Over the decade that followed, denomination and household structure income, number of persons, children were added.

Inevitably, the response alternatives changed occasionally during this time.


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For example, age, which is indispensable for cohort analyses, was asked in three ways. From to , interviewees had to choose among age brackets. From to , age was asked in years.

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