| Abstract: | Describes the activities of the Developmental and Social Research Unit at the American Broadcasting Companies. This unit consists of social scientists and other researchers, including psychologists and sociologists. They are responsible for (1) monitoring social trends in society, (2) conducting primary research to assess the impact of TV, (3) evaluating current research on the effects of TV and providing this information to management, and (4) serving as a liaison to the academic community. The author suggests that industry executives often find research results too theoretical for practical application. Suggestions are offered to academic researchers desiring to have their recommendations considered by the TV industry: (1) Emphasize unique research skills and capabilities not available in the industry; (2) develop innovative research techniques and methodologies; (3) use heterogeneous samples; (4) explore the industry's research needs; and (5) disseminate research findings as quickly as possible. (2 ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved) |
