JMM 285 Spring 2017
Questions and Categories for the Variables in the Excel/SPSS Data File
1. Case Number. (case)
2. Gender. (gender) 0 = Female 1 = Male
3. I find new technologies intimidating. (intimidating) 1 = Strongly disagree 2 = Disagree 3 = Neither disagree nor agree 4 = Agree 5 = Strongly agree
4. I feel that newer technologies are superior to older technologies. (superior) 1 = Strongly disagree 2 = Disagree 3 = Neither disagree nor agree 4 = Agree 5 = Strongly agree
5. On average, how many days a week, if any, do you read a daily newspaper? (newspaper)
0 1 2 3 4 5 6 7
6. On average, how many hours a day, if any, do you watch television? (tvwatch) Responses were converted to minutes.
7. On average, how often do you watch movies on television? (tvmovie) 1 = Never 2 = Less than once a month 3 = At least once a month 4 = At least once a week 5 = About every day
8. In what year were you born? (OR RECORD THE EXACT AGE, IF THAT IS WHAT THE RESPONDENT PREFERS) (age) FILL IN YEAR _____________ OR WRITE AGE _________ REF Responses were converted to age.
2
9. What is the highest level of education you have completed? (education) 1 = Did not complete high school 2 = Completed high school 3 = Some college 4 = Completed college 5 = Some graduate work 6 = Completed a graduate degree
10. Ethnicity. (ethnicity) 1 = White 2 = Black 3 = Hispanic
11. Do you currently subscribe to direct broadcast satellite service, or DBS, such as DIRECTV or EchoStar? (dbs) 0 = No 1 = Yes 12. Do you currently subscribe to cable television? (cable) 0 = No 1 = Yes
