Stowell Datasets Digital Archive: Little Rock, Arkansas, 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.

本数据集是美国华盛顿州立大学（Washington State University, WSU）接收美国西雅图市Leigh Stowell & Company, Inc.捐赠的400余份主流媒体市场消费者调研数据集之一。该机构是一家专注为报纸、电视附属台及有线电视运营商提供市场细分研究的市场调研公司，其研究内容围绕消费者购买模式，以及面向节目受众的商品与服务高效营销展开。Stowell档案库的数据通过随机数字拨号（random digit dialing）与计算机辅助电话访谈（computer-aided telephone interviews, CATI）方式采集。大部分调研聚焦大众媒体客户的营销需求，涵盖1989年起美国及加拿大主要大都市地区消费者的人口统计学特征、心理特征、媒体接触信息与购买行为数据。调研样本量介于500至3000份之间，每项研究平均包含1000条有效观测记录。数据以受访者个体层面存储，所有观测值均关联邮政编码或其他地理标识。后续预计将新增更多调研数据，每年捐赠约20项新媒体市场研究。华盛顿州立大学与Leigh Stowell & Company, Inc.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Nicholas Lovrich博士，以及华盛顿州立大学文学院前院长John Pierce博士历时十余年促成。DGSS联合华盛顿州立大学图书馆数字服务部门将捐赠的数据文件整理为该数字档案库，其具备强大的检索与下载功能。目前在教务长办公室、文学院及华盛顿州立大学图书馆的支持下，该档案库正按照数据文档倡议（Data Documentation Initiative, DDI）标准进行进一步优化。需特别说明的是，调研标题中标注的年份为原始调研报告发布年份，并非访谈实际开展年份，具体访谈日期请查阅元数据字段"采集日期"，亦可参考数据文件内部的日期字段。