Stowell Datasets Digital Archive: Tulsa, Oklahoma, USA

This is one of over 400 major media market consumer surveys which have been gifted to Washington State University (WSU) by Leigh Stowell & Company, Inc. of Seattle, Washington, USA. This is a market research firm which specializes in providing newspapers, television affiliates and cable operators with market segmentation research pertinent to consumer purchasing patterns and the effective marketing of goods and services to program audiences. The data in the Stowell Archive were collected via random digit dialing and computer-aided telephone interviews (CATI). Most of the surveys focus on the marketing needs of mass media clients and contain demographics, psychographics, media exposure information, and purchasing behavior data about consumers in major metropolitan areas of the United States and Canada starting in 1989. The sample sizes of the surveys range from 500 to 3,000 respondents, averaging 1,000 observations per study. Data are available at the respondent level, and all observations are keyed to zip code or other geographic identifiers. Additional surveys are anticipated, with over twenty new media marke t studies being donated annually. The University's relationship with Leigh Stowell & Company, Inc. was cultivated by Dr. Nicholas Lovrich, Director of WSU's Division of Governmental Studies and Services (DGSS) and by Dr. John Pierce, former Dean of the WSU College of Liberal Arts over the course of a decade. DGSS collaborated with WSU Libraries Digital Services to process the gifted data files into this digital archive which features powerful search and download capabilities. Further refinement of the archive in accordance with the Data Documentation Initiative is progressing with support from the Office of the Provost, the College of Liberal Arts and the WSU Libraries. It is important to note that the year indicated by the study's title is the year that the original survey was published, and is not necessarily the year in which the interviews were conducted. Refer to the metadata field \"Dates of Collection\" to di scern the interview dates of each specific survey. Refer also to date fields within the data file itself.本数据集为美国华盛顿州西雅图市利·斯托威尔咨询公司（Leigh Stowell & Company, Inc.）赠予华盛顿州立大学（Washington State University，WSU）的400余项主流媒体市场消费者调查之一。该机构为专业市场调研公司，主营业务是为报社、电视附属台及有线电视运营商提供契合消费者购买模式的市场细分研究，以及面向节目受众的商品与服务精准营销服务。斯托威尔档案库中的数据集通过随机数字拨号及计算机辅助电话访谈（Computer-Aided Telephone Interviews，CATI）采集获得。自1989年起，绝大多数调查均围绕大众媒体客户的营销需求展开，涵盖美国与加拿大主要大都市区消费者的人口统计特征、消费心理画像、媒体接触信息及购买行为数据。各调查的样本量介于500至3000名受访者之间，单份研究的平均有效观测样本量为1000。数据集以受访者个体为单位开放获取，所有观测样本均关联邮政编码或其他地理标识符。本档案库预计将持续接收新增数据集，每年将有超20项新媒体市场研究成果获捐赠入藏。华盛顿州立大学与利·斯托威尔咨询公司的合作关系，由该校政府研究与服务部（Division of Governmental Studies and Services，DGSS）主任尼古拉斯·洛里奇博士，以及文学院前院长约翰·皮尔斯博士历时十余年促成。政府研究与服务部联合华盛顿州立大学图书馆数字服务部，将获赠的数据集整理为本数字档案库，该库搭载功能强大的检索与下载功能。依据数据文档倡议（Data Documentation Initiative）对本档案库进行的进一步优化工作，已在华盛顿州立大学教务长办公室、文学院及图书馆的支持下稳步推进。需特别说明的是，研究标题中标注的年份为原始调查的发布年份，并非访谈实际开展的年份。请参阅元数据字段"Dates of Collection"以确认每份特定调查的访谈时间，亦可参考数据文件内部的日期字段。