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A. The producers are all those associated with broadcasting; station managers; program,, educational and publicity directors; sponsoring educational and public service groups and agencies. B. The distributors are: teachers in classroom, college and normal school; supervisors, and state departments of education. C. The ultimate consumers are the listeners, who would be represented by: 1. Civic groups 2. Administrative groups Although it is unlikely that the listeners will be able to use the results of research directly, certain civic and administrative groups repre¬ senting them may find several important uses for research data. Typical of civic groups are parent-teacher associations, women’s clubs and adult education groups. These groups may be said to consume educational broadcasting directly, without the mediation of any distributor. (The fact that some of these groups may also function as producers of programs should not obscure the fact that essentially they represent segments of the listening public.) By adminis¬ trative groups are meant the Federal Radio Education Committee, the Federal Communications Commission, the Federal Trade Commission, the U. S. Office of Education and the like. We will distinguish here, then, between four groups who may use research in educational radio, namely, broadcasters, teachers, civic groups, administrative groups. Listener research in educational radio may be classified into two main types. I. On the PREFERENCES OF LISTENERS AND POTENTIAL LISTENERS. II. On the EFFECTS OR INFLUENCES OF RADIO ON LISTENERS. I. PREFERENCES are mainly of these kinds: 1. Quantitative, shown by amount of listening, size of audience, time of day, etc. 2. Relative, shown by comparison of radio listening with other activities (reading, visiting, theatre and movie attendance, sports, etc.), and by preferences between programs. 3. Content, used here to refer to 3.1 Type of program (classical music, popular music, information, comedy, news, fiction) 3.2 Subject matter (astronomy, history, economics, technology, psychology, etc. etc.) 4. Production, as shown by choosing dramatizations, lectures, forums, on-the-spot broadcasts, documentaries, serials, etc. -2-