Section 5 - The Extent to which listening to the Kitchen Front was Deliberate or Fortuitous

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KITCHEN FRONT BROADCAST .

SECTION 5.

The Extent to which listening to the Kitchen Front was Deliberate or Fortuitous.

The housewives who listened in between 8 and 8.30 a.m. on the morning of the interview were asked “Did you switch on in order to hear the Kitchen Front Programme this morning”? These answers give us the number of persons who Deliberately listened. It should be noted however that there may be some amongst those answering “No” to this question, who would have deliberately switched on if their set had not already been tuned in to the previous programme.

There were 102 “Yes” answers and 325 “No” answers to this question.

Those who answered “No” were then asked “Did you hear the Kitchen Front Programme this Morning”? in order to obtain the number of the rest of the Listeners. There were 163 “Yes” answers and 325 “No” answers to this question. These we have regarded as “Fortuitous” Listeners.

Of the total of 268 housewives who listened in on the morning of the interview 103, 38.4% were “Deliberate” listeners and 165, 61.6% “Fortuitous” listeners. Further analysis by Class, Age, Without or With Children show some differences which must however be treated with caution on account of the small size of the samples.

The following are the most striking of these differences; the proportion of “Deliberate” listening is much higher in Class D than in other classes, is somewhat higher in the youngest age group compared with the others and is much higher for housewives without children than those with children. (Tables 1, 2, 3, and 4).

Analysis were not made by “Fuel” or “Region” as the sample was so small.

TABLE 1.

Breakdown by Class.

Class	Deliberate Listening		Fortuitous Listening		Total
Class	No.	%	No.	%
A	16	39.0	25	61.0	41
B	12	26.6	33	73.4	45
C	45	38.4	72	61.6	117
D	50	58.8	35	41.2	85
Total	103	38.4	165	61.6	268
Weighted Total	399	43.7	513	56.3	912

TABLE 2.

Breakdown by Age.

Age	Deliberate Listening		Fortuitous Listening		Total
Age	No.	%	No.	%
Under 35	25	42.4	34	57.6	59
35 - 50	45	36.6	78	63.4	123
Over 50	28	34.4	49	63.6	77
Total	98		161		259

TABLE 3.

Breakdown Without or With Children.

	Deliberate Listening		Fortuitous Listening		Total
	No.	%	No.	%
Without	65	52.0	60	48.0	125
With	37	26.2	104	73.8	141
Total	102		164		266

TABLE 4.

Breakdown by Family Size.

No. of Mouths	Deliberate Listening		Fortuitous Listening		Total
No. of Mouths	No.	%	No.	%
1	0	-	0	-	0
2	29	44.0	37	55.0	66
3	22	31.0	49	69.0	71
4	28	44.5	35	55.5	63
5	11	35.5	20	64.5	31
6	3	33.0	10	77.0	13
7 and over	2	14.4	12	85.6	14
Total	95		163		258

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