The Listener Survey Toolkit
Chapter 8
Applying survey data to programming decisions

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
Member surveys can be used to assist a Program Director in determining program strategies, but they should never be used exclusively to make programming decisions. A member survey should be used in conjunction with Arbitron data and other quantitative research tools. Member surveys can measure the degree of value that members place on a particular program. For example, "How likely would you be to renew your support if WXYZ dropped jazz?" might give an indication of the relative importance of jazz to your program schedule. It offers the luxury of knowing, if a program was dropped, the percentage of the membership that might cease their support. Programs that may be considered "sacred cows" to the station may prove to be more expendable than once thought.

Member surveys can also be used to measure impressions of your on-air staff. Are their voices perceived as friendly, engaging, and professional? A member survey can offer you an indication of how your personalities are perceived by your members.

Member surveys can also measure the perception that your listeners have of your station in general. If your station has dual formats, is it perceived by members to be a news-dominant station or a music- dominant station?

Local news issues can also be tested with indications of interest for your community. The local survey affords you the opportunity to measure the local variables of news content and interest levels a national survey cannot.

The local survey can also measure the progress your station might be making overall. Does the station sound better than it did one, two, or three years ago?

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