In addition to providing much useful information about the audience, a survey can provide a station with marketable data that can generate instant income from those institutions in which the station and its members place value. Other organizations could benefit from your station's customer survey. The local symphony, ballet, art museum, theaters, and other arts organizations in your community may be very interested in the results of your survey to benefit their own marketing plans. Some stations have sold or traded the costs of a survey to local banks and other for-profit institutions to cover all of their costs, and they have even been so savvy as to turn a profit on the survey instrument alone. If your station chooses that route, it is a good idea to meet with local arts organizations or a groups of interested underwriters or businesses prior to designing your survey. You can then determine if there is an interest in your survey and even work collaboratively to provide a survey instrument from which both they and your own station can benefit.
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