The Listener Survey Toolkit
Chapter 4
Combining surveys with station information; is it good or bad?

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
It is always preferable to send a survey separately from a program guide or solicitation letter, or if using a phone survey, not to have a solicitation connected to the survey. That ensures that the research does not influence the results of the fund raising and vice versa. Separating fund raising and research is strongly encouraged!

However, if budgetary limitations make this impossible, then a well-crafted survey sent with a program guide or renewal letter is better than no research at all. To encourage a strong return in a mailed survey, be sure that it does not get mixed up in other materials that are sent in the same envelope. But remember, if a survey is only sent to members, the responses only reflect the opinions of members, not the entire listening audience!

In any case, do not attempt to disguise a fund raising appeal as a survey. This tactic is sometimes used by direct mail or telemarketing vendors, and it injures the credibility of the station, and any research it may choose to conduct in the future.

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