The Listener Survey Toolkit
Chapter 6
What computer programs are available to analyze data?

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 options available for analyzing survey data.
    Spreadsheets, such as Microsoft Excel or Lotus 1.2.3, can be used in data entry. The advantage of these programs is that most stations have a spreadsheet program and someone who knows how to use it. The disadvantages of using a spreadsheet are that they are not designed for survey analysis, and the results obtained from them may be limited and inflexible. Also, even though a person may be very experienced at using a spreadsheet for financial calculations, they may not be aware of how to set up the program for survey data analysis.

    Databases are programs such as Approach and Paradox. They usually have good capability for data analysis IF you have a person available on staff who is accustomed to using the database program for this purpose. Someone who is a whiz at setting up a database to do a mailing or sort addresses will not necessarily know how to use the program for data analysis of surveys.

    Data analysis software, such as SPSS, Survey Pro, and Statistica, are generally the best programs to use in analyzing survey data. Of course, these programs are expensive and can be difficult to learn; therefore, most stations do not own them. These are the kinds of tools that most consultants, researchers, and service bureaus use to analyze data, and they are capable of providing the most detailed and versatile results.

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