The Listener Survey Toolkit
Chapter 3
When is a random sample important?

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
A random sample is important for any quantitative research, such as a survey. Since survey results are based on the accuracy of statistics, the more random the sample, the more confidence you can have in the results.

Random samples are NOT necessary for focus groups or other qualitative research. Since the results of focus groups are not statistical, you need to select a representative sample, but not a random sample.

This does not mean that each possible subcategory of the audience must always be represented in each survey. But it must be remembered that the results can only be applied to the group or groups of listeners that are included in the survey. For example, if only members are surveyed, their responses do not necessarily represent those of the entire audience.

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