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SESSION D.7: TRAINER'S NOTES

LISTENERS RESEARCH

Objectives:

  • To examine why and how to do listenership research.
  • To understand the logic of survey research.
  • To decide how to create and disseminate credible research.

Research is quite simply a matter of asking questions, gathering information and finding out answers.

We all do this every day in our daily lives. We collect information, evaluate it and sometimes record it somewhere. But we rarely call it research.

All research means is that the information we collect and analyse is
done in a more systematic way.

And to research who listens to your radio station, when and why, you need to do certain things:

  • You need to decide on a credible method of collecting data.
  • You need to take time over the questionnaire.
  • You need to assemble a reliable team.

And why do research?

  • It can help you to influence and challenge decisions of policy makers.
  • It allows you to monitor and evaluate your own project.
  • Can support the case for additional or continued funding.
  • Can ascertain if the station is meeting the needs of the community.
  • Useful for planning purposes and targeting resources more effectively.

With any questionnaire there is a trade-off between asking all the questions you are interested in and in making the questionnaire too long.

Test the questions to ensure that they are clear.

Remember the rule;

For quantitative research, ask for information.
For qualitative research you can ask for opinions.
For example, "do you listen to the currently broadcasting 'Radio X'?"
Is a quantitative question.
"Would you listen to a proposed new community radio station" is a qualitative question.
If you are conducting listening research, you should, where possible, stick to quantitative research. Focus group work will be a better way to attain more in-depth information about peoples listening preferences.

Remember research creates knowledge and knowledge is power.

Materials:
Exercise sheets.
Flip chart paper/pens.

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