The Listener Survey Toolkit
Chapter 1
To learn more about your listeners than Arbitron can tell you

TABLE OF CONTENTS
Overview
Why Conduct a Listener or Member Survey
Research Myths and Misconceptions
Building the Survey
Survey Methodology
Survey Questions
Processing the Data
Data Analysis and Reporting
Applying the Survey Results
Station Service and Support for the Listener Survey Toolkit
Sample Questions
Arbitron data provided to public radio stations by the Radio Research Consortium (and Arbitron-derivatives like AudiGraphics) are valuable and fundamental information. They should be examined and applied to both programming and development. Yet while Arbitron and AudiGraphics can tell you what listeners do and when they do it, they cannot provide much specific information about why they do or do not listen or contribute to your station.

Every announcer, programmer, manager, or development person has experienced the frustration of wishing they knew more about what listeners want. A well-crafted annual survey is one of the best ways to get this information from listeners and members.

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