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ERIC Number: ED410626
Record Type: Non-Journal
Publication Date: 1996-Sep-6
Pages: 18
Abstractor: N/A
Reference Count: N/A
Practical Applications of Survey Research at College and University Radio Stations.
Sauls, Samuel J.
Although many campus radio stations try to copy or emulate their commercial counterparts, determining who is listening to the station is often difficult. It is not odd for stations to undertake in-house listener surveys, which are often conducted by classes studying audience research. Results of the 1995 College Radio Survey highlight significant points to further understand trends in survey research at college and university radio stations: (1) most of the stations responding to the survey conducted some type of audience research; (2) most respondents described their research as either scientific or careful and accurate; (3) 47% were considering conducting a survey in the future; and (4) average estimates showed that the number of students tuning in at least once a week ranged from 36.7% to 49.2%. Recommendations for use and consideration by those interested in conducting future studies include: conduct a pilot study of the survey; review survey dates to ensure that semester dates are appropriate for population survey; and survey a prorated sample within the population. As college and university radio stations use commercial rating services, they should also consider the impact that such results could have on programming. (Contains seven references, and a figure and a table of data.) (RS)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A