A factor analysis of judgments of radio newscasters

We all have specific likes and dislikes when we listen to newscasters on the radio. The reasons behind our evaluation of a given newscaster are often hard to determine. The following study, in addition to giving us some basis for the conscious rating of newscasters or even announcing students, is of considerable methodological interest. Those to whom the semantic differential is hard to comprehend may‐find Dr. William's restatement of its rationale of value. The use of a small sample with sophisticated statistical tools for analysis may also be of interest to researchers in broadcasting who are often imbued with the desire for ever larger samples.