Question 5: You mentioned that you listen to home-recorded tapes of music on your home stereo system. I'd like to read to you a list of possible reasons for preferring home-recorded tapes to records. For each one, please tell me if, for you personally, it is a very important reason for preferring home-recorded tapes in certain instances, a somewhat important reason, or not that important a reason. Finding #19: Reasons for Preferring Home-Recorded Tapes to Prerecorded Tapes in Certain Instances: By far the most commonly cited reason for preferring home recorded tapes over prerecorded tapes is the ability to put together "my own program of selections on a homerecorded tape" (selection taping). Seven out of ten (71%) home music tapers cite selection taping as a very important reason for using home-recorded tapes instead of prerecorded tapes in certain instances. Following selection taping in importance is cost (cited by 55% as very important) and the longer playing time of home-recorded tapes (cited by 51%). Other factors include the quality and availability of prerecorded tapes: ...The quality of home-recorded tapes is better (33%). ...The home-recorded tapes are more durable (31%). ...Availability of prerecorded tapes is limited (32%). ... Stores make it hard to buy prerecorded tapes (21%). TABLE 19-1 IMPORTANCE OF SELECTED REASONS FOR USING HOME- Question 6: You mentioned that you have some home-recorded tapes of music. Now I'd like to read you a list of possible reasons for preferring home-recorded tapes to prerecorded tapes in certain instances. For each one, please tell me if it is a reason you personally find very important, somewhat important, or not that important a reason. 90 Finding #20: Cost versus Noncost Motives in the Preference for Home-Recorded Tapes Over Prerecorded Tapes: In explaining why they prefer home-recorded tapes over prerecorded tapes in certain instances, 3 out of 4 home music tapers cite both cost and noncost factors as very fairly important. One in four (24%) cite only nonfactors alone. cost factors and virtually no one cites cost The importance of noncost factors in explaining the motivation for taping prerecorded music is supported by the fact that 2 out of 3 (67%) of those who cite cost as a very fairly important factor in their preference for homerecorded tapes cite four or more noncost factors as well. |