Stowell Datasets Digital Archive: Tallahassee, Florida, 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.

本数据集为逾400项主流媒体市场消费者调研中的一项，该批调研由美国华盛顿州西雅图市的Leigh Stowell & Company, Inc.赠予华盛顿州立大学（Washington State University, 以下简称WSU）。该机构是一家专业市场调研公司，主营为报社、电视加盟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，以及面向节目受众推广商品与服务的精准营销方案。斯托威尔档案库（Stowell Archive）中的数据集通过随机数字拨号（random digit dialing）与计算机辅助电话访谈（computer-aided telephone interviews, 以下简称CATI）采集。自1989年起，该批调研多数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地区消费者的人口统计学特征、心理画像、媒体接触信息及购买行为数据。各项调研的样本量介于500至3000名受访者之间，单份研究平均包含1000条有效观测记录。数据集以受访者个体为单位开放获取，所有观测记录均绑定邮政编码或其他地理标识。预计每年将有超过20项新的媒体市场研究项目新增捐赠。华盛顿州立大学与Leigh Stowell & Company, Inc.的合作关系，由WSU政府研究与服务部（Division of Governmental Studies and Services, 以下简称DGSS）主任Nicholas Lovrich博士，以及WSU文学院前院长John Pierce博士历时十余年促成。DGSS联合WSU图书馆数字服务部门，将赠予的数据文件整理为具备强大检索与下载功能的本数字档案库。在教务长办公室、文学院及WSU图书馆的支持下，本档案库正按照数据文档倡议（Data Documentation Initiative, 以下简称DDI）标准进行进一步优化完善。需特别说明：调研标题标注的年份为原始调研的发布年份，并非访谈实际开展的年份。请查阅元数据字段中的"采集日期（Dates of Collection）"以获取每项调研的访谈日期，亦可参考数据文件自身包含的日期字段。