OVERVIEW The Listener Survey Toolkit

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

How to Use (and Download) the Toolkit

The Benefits of Research

Development Research Tools

Member Survey Guidelines

Acknowledgments

To CPB for funding the project, especially to Rick Madden for his belief in the concept and understanding of the need for this information to be available to stations, and to Dennis Kita for providing useful suggestions throughout the writing of the Toolkit. To Craig Oliver and John Sutton for reading a draft of this book and contributing many constructive ideas to make the Toolkit more useful.