OVERVIEW The Listener Survey Toolkit
Development Research Tools

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
A survey is but one of the research tools that can be used to assist station fund-raising efforts. Here are some of the basic research tools available for use in development activities:

1. Membership database analysis
  • Allows decisions to be based on factual trends and past behavior
  • The database can be augmented so that each member can be treated as an individual
2. Member/nonmember surveys
  • Assemble a quantitative, actionable data bank about members
  • Allow attitudinal and perceptual trends to be observed over time
  • Ascertain opinions about programming and fund raising
3. Member/nonmember focus groups
  • Why giving or upgrading does or does not occur, from the customer point of view
  • Tests on-air sound, and determines techniques that can improve response
4. Testing mail pieces
  • Ensures that the most productive mailing is always being used
  • Improves the chances that each mailing will produce at a higher rate than the previous campaign
  • Can be used for acquisition, renewal, and/or additional gift mailings
5. Implementing the research and test results
  • While not a research tool, research information must be understood and applied in order to be effective
These same techniques can be applied to programming research, using different listeners in the samples and asking different questions.

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