The Listener Survey Toolkit
Chapter 7
Budgeting: How much does a survey cost?

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 numerous variables that determine the cost of a survey. The most important costs are those for data collection and data processing. Listeners must be contacted and data entered into a computer before the survey can provide any useful information. If you choose to utilize the services of an outside researcher or consultant, they will charge a professional fee for assembling the survey questions and analyzing the results.

Whether a telephone or mail survey is conducted can change the cost of a survey. Mailing costs (for mailed surveys) or calling centers (for telephone surveys) usually make up the bulk of the expenses associated with these projects.

If you are considering a survey, this Toolkit is the first step in cost savings. As with any other project, it's best to conduct your own investigation of the market for the services that you will require. Looking at both internal and external resources should be one of the first steps in considering a survey.

The station may choose to use an outside professional consultant or researcher for some or all of the survey construction, analysis, and report. This will involve a cost, but cost is not the only variable to consider. Value is also important. The station might pay less, for example, to a graduate student or professor for assistance in the research, but they might not have the specific research or public radio experience to make the most of the information you require. The experienced professional might cost more, but they may be a better value. Each station must determine its budget and priorities. If you decide to seek out professional services, you may want to consider asking colleagues at other stations about consultants they may have used, and consider getting cost and time of completion estimates from several different vendors. Costs and response times for the same service can vary widely, and be sure that the services that will be provided are clearly defined.

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