The Listener Survey Toolkit
Chapter 1
To measure listener perceptions of station quality and service

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
Every station feels that it provides quality programming and service to listeners. But it is not the station's opinion that counts; only the perceptions and opinions of our listeners really matter!

While Arbitron data can answer questions about how many people are listening and how long they listen, a survey can provide a much greater level of detail about listener perceptions of the station. Whether a station is interested in learning more about how listeners perceive the quality of its local news programming, its membership drives, or how overall listener satisfaction compares to past years, a survey is the best way to get this information.

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