Do people watch “television” or “programs'? A measurement problem

It has often been said that the commercial rating services are “the only game in town.” Thus far, the academic researchers usually have left it up to the operators of the “game” to test and refine their methods. The following article is one of the exceptions: an interesting methodological study of how people respond when queried in different ways about their viewing. Dr. Green‐berg is associate professor of communication at Michigan State University; Miss Dervin and Mr. Dominick are graduate students in the same department.