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5 . Analytical, as shown by liking --or disliking -- parts of a program (personality types, announcements, voices, pace, music, sound effects, transitions, build-ups, acting, length of program, etc.) II. EFFECTS OE INFLUENCES* May be classified as: 6. Influences on program preferences. People change their radio likes and dislikes. 7. Initiating or stimulating Influences. Eadio may start discussion, reading, other listening or other action. 8. Changing or ingraining of beliefs and attitudes. 9. Changing or ingraining of thinking. There are then four main groups who may use the results of research and nine main subdivisions of researches. Chart 1 indicates the thirty-six possible references of research to groups. The twenty-eight references marked with an X are discussed in detail in this paper. Chart I Types of Listener Eesearch and Groups Who May Use Them * - Each of these four types of effect may be subdivided according to the magni¬ tude of the effect. A change in attitude, for example, may be an ’'impression," an "influence," a "change," or a "reform," depending upon how permanent it is and upon how many persons are influenced. Impressions are defined as effects upon listeners at the time they listen; influences last longer but do not necessarily result in habits; changes do affect individual habits; reforms are the effects of radio as they show in the whole population, they are simply widespread and persisting changes. It is to be hoped that research in edu¬ cational broadcasting will be able eventually to supply information on the extent of each type of effect listed above (6, 7> 8, 9); most research so far has been concerned with the more superficial impressions and influences rather than with the deeper, more permanent, changes and reforms.