The Listener Survey Toolkit
Chapter 1
To foster improved listener relations 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
If done sincerely, everyone appreciates it when someone seeks their opinion. This is particularly true for those who provide financial support for a public radio station.

An authentic listener survey is one very tangible way of showing members that you value their support AND their opinions. In fact, the results of one station's survey showed that receiving an annual survey to express their opinions was one of the most important membership benefits cited by contributors. Although this is not the reason why stations should conduct annual surveys, many members often express their appreciation at being asked their opinions by including a check with their survey response!

While it may not be precisely measurable, stations report that surveys are well received by listeners, are an excellent form of customer service, and can contribute to an increase in revenue from members.

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