The Listener Survey Toolkit
Chapter 5
Pretesting surveys

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 wise to pretest a survey before it is mailed or calling begins. How can you do this? An inexpensive, informal way is to have several friends or acquaintances outside the station complete a final draft of the survey before the actual questions reach the audience. Take this step before thousands of copies of the survey are printed! If there are some unclear questions or logistical problems in the trial run, this indicates the survey needs further revision. If all goes well, and each question is understood and answered properly, then it's time to begin the research.

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