Why Conduct a Listener or Member Survey?

	To learn more about your listeners than Arbitron can tell you
	To measure listener perceptions of station quality and service
	To receive reliable information about listeners, not just anecdotes
	To gather information that can increase membership revenue
	To link programming preferences with member contributions
	To gather data that support underwriting
	To foster improved listener relations and service
A survey is a wonderfully versatile and useful tool for gathering information. Stations can use surveys to monitor perceptions about their programming, customer service, their competition, and hundreds of other areas. These are some of the reasons stations should consider conducting survey research.