The Listener Survey Toolkit
Chapter 4
Is there a better or worse time of year to do a survey?

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
There are several things to keep in mind when deciding to schedule a survey:
  • Avoid holidays, particularly Thanksgiving and the time around Christmas and the New Year. Response is likely to be more difficult to obtain at these times.

  • Avoid surveying during and adjacent to pledge campaigns, unless the purpose of the research is to obtain reactions to a station's sound during pledge breaks while it is still fresh in listeners' minds.

  • Seasonality plays a greater part in some markets; stations located in states with part-year residents may want to survey during a time when those individuals are likely to be in the area, unless their responses are not critical to the sample.

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