As the number of VCRs in American homes increases, apparent opportunities for their educational use by Extension also increase. An analysis of 634 video cassette owners found that those who rent more video cassettes are significantly more interested in Extension educational program topics than are those who own a VCR but rent few cassettes. Additional analysis suggests that educational and "how-to" specialty cassettes may be appealing to a previously unreached market segment. The study offers a cautious conclusion that there may be a limited, but significant clientele for Extension educational video cassettes.
Scherer, Clifford W.
"Video Cassette Recorders: An Educational Opportunity? Evidence from the Field,"
Journal of Applied Communications:
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