are often used in combination with focus groups, but are also a very
effective stand-alone research method. Using a carefully-selected
sample of target listeners, a professionally prepared and analyzed
survey provides statistical answers to important questions. It provides
the confidence necessary to make important decisions, because the
results are accurate to an exact percentage.
are versatile; they can be used to explore many subjects, including
programming, perceptions of fund raising, or a strategic competitive
analysis. To discover the percentage of your current or potential
listeners who like a certain program, or who hold a particular opinion,
feeling, or perception, surveys are the best answer.
stations have tried to conduct and tabulate their own surveys, but
construction of survey questions, selection of samples, collection
and interpretation of data is best left to an experienced, objective
professional. It might seem more economical to do it yourself, but
if the quality or quantity of data collected is not sufficient to
take action, the time and money invested will have been wasted. Market
Trends Research has designed and analyzed hundreds of surveys, so
we know how to ask the questions that get the answers your station
ensure complete satisfaction, Market Trends Research defines the objectives,
constructs the survey questions, selects the most appropriate methodology,
ensures that the survey is accurately administered, then provides
a full statistical and interpretive analysis of the results, a comprehensive
research report including graphics, an in-depth examination of the
survey results, accurate reporting of the results, including the margin
of error for each question, and suggestions for implementation of
the survey results.
two key advantages of a telephone survey are the speed of data collection,
and the ability to probe respondents for additional information. Other
advantages are that anonymity can be maintained and the characteristics
of respondents can be more easily controlled.
disadvantages of telephone surveys are that they can be more expensive
when compared to mail, complex questions can sometimes be hard to
administer, and respondents cannot be shown any printed material.
main advantage to mail surveys is that very large numbers of people
can be surveyed for a relatively low cost. The main drawback of this
methodology is that since you cannot control who responds to the survey,
the data may not be representative of the target population. This
can lead to misleading or inaccurate results.
Trends Research will recommend the best technique for your project.
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