Posts tagged ‘Partisan Behavior’

Santa Clara County – Political Party and Make of Car

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This looks at the make of car by the political party of the respondent. Republicans and Independents are much more likely to drive domestic.

The graphic was constucted using Correspondence Analysis. This creates a “graphical representatation” of a crosstabulation between two variables. This makes it easier to see relationships in complicated crosstabulations.

Source of data: The Media Audit, San Jose Market, June-July, 2010.

Santa Clara County – Political Party and Evening News

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This is a correspondence analysis of a person’s political party with their choice of early evening news source in the San Jose market.

Republicans watch KTVU more and Democrats are more likely to watch KPIX and KNTV.

The graphic was constucted using Correspondence Analysis. This creates a “graphical representatation” of a crosstabulation between two variables. This makes it easier to see relationships in complicated crosstabulations.

Source of data: The Media Audit, San Jose Market, June-July, 2010.

Santa Clara County Broadcast TV Partisan Viewership

This correspondence analysis looks at the total weekly viewership for TV stations in Santa Clara County by the viewer’s partisan registration.

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The viewership for the three major broadcast stations completely dominates the analysis. Other stations were not included because their aggregate impact was not statistically significant. This is probably because the analysis was done by total viewership during a typical week. This is very different than individual shows or prime time comparisons.

About 95% of the difference is accounted for by the 1st dimension, this means the categories come pretty close to lining up in order: Independents, KNTV, KPIC, Republicans, Democrats, then KGO.

Source of data: Media Audit, June-August 2009 survey of San Jose Metro Area.