Radio station research Essay

This essay has a total of 2464 words and 14 pages.

radio station research



Table of Contents




Introduction 2
Scope of the Study 3
Methods Used 3
Results 5
Age 5
Time of Day 6
Location 8
Recommendations 10
Target Format 10
Target Location 11
Bibliography 12
Appendix 13

Introduction
Music is a general love of almost every college student. Many develop their
personalities, profiles, and various other tastes based on their listening choices. In
general, many college students acquire the same spectrum of listening values. If a radio
station, one that wishes to target the college student population, can discover the
musical preferences of the general population of students, they will be able to grow
within the specific market.

Since the target market is of a personality of the student, generally a crowd that has the
same likes and dislikes as his/her peers; the target musical format should be fairly easy
to determine. Unlike the 25-33 crowd or 40 and up crowd, where their musical preferences
range far and wide, each college student has almost the same understanding of their
values. Possible reasons for this may be peer pressure or self-morale gains, yet it still
exists among the college crowd. Thus, a common format may be simpler for a station
targeting the college format.

The station will be able to gain knowledge for its possible advertisers by analyzing its
target population’s needs and wants. Plus, they will be able to acknowledge the possible
locations of the students, where they go and what they do. The ultimate goal is to find
out where the students are spending their money, so advertising can be solicited into
purchasing radio time. Advertisers wish to have some “concrete” data when analyzing which
station they wish to spend their money on through airtime. The purpose of this study is
to give the possible clients the facts placed in front of them as well as educate them as
to where our target is going and the possibilities of gathering our target audience to
their place of business.

Consumer behavior will come into play in the study, since part of the goal is to gather
information on the needs and wants of the consumer, or radio listener. Analysis of
behavior is more difficult to determine, because the data collected is based on values and
personal judgment. Little data collected will be concrete, since the student will be
revealing based on opinions, not facts. However, opinions sometimes hold strong enough to
reach a borderline to fact.

Scope of the Study
The study was a descriptive design with an emphasis on the listening preferences of
college students. Data was acquired as to which brand of music, or radio format, is most
appealing to college students, such as alternative, rock, country, R&B, etc.

Also, data was collected regarding the basic needs of the students as well as the
distances they wished to travel to acquire their needs. Other gatherings included the
desired radio format, amount of interest in the radio, impact of personalities, and
several shopping tastes the student has.

Analysis of the location of the target, how often they listen to the radio, what time they
listened to the radio, and traveling distance, both overall and for necessities, were
acquired to gain a general knowledge of the target market.

Methods Used
The main source of the study was through conducting a survey. A survey was offered
randomly to college students on the campus of the University of Nevada-Reno. The sampling
was nonprobability-random, because of the nature of the issuance of the surveys. However,
coverage was broad, because the survey was issued to students ranging from freshman to
senior. After the survey was conducted, a total of 57 surveys were collected. The
information from the surveys included questions such as their listening preferences, time
of day they listen to the radio, amount of time spent listening to the radio, and where
they spend the most amount of time listening to the radio, such as in their car, at home,
at work, or at school. Next, students were asked several questions in regards to their
favorite radio formats. Such questions included were their favorite morning show, type of
morning show they most desire, and how much of an impact the radio personality, or disc
jockey, placed on the student. These questions were used to determine the students’
tastes in format as well as how much of an impact the format places on them.

Also, demographics of the students, age, marital status, gender, and ethnicity, were
collected. The data collected will help determine a possible correlation between the
student and the other categorical questions.

Another important factor placed on the survey was the location of the student. If one can
determine the general concentrated population area of most students, they will be able to
determine the possible advertising companies to target. Along with location, questions
were asked to determine how far a student travels when they purchase their everyday needs,
like groceries, food (dining), clothing, and gasoline. Another item collected was the
students’ interests in participating in promotions and contests. Along with the students’
interests in promotions, they were asked to see how far students would travel to
participate in radio promotions. This information is mostly useful to persuade potential
advertisers, where the station will be able to determine the target locations of the
students. If there shows a concentration of student population in a certain area and they
travel to primarily the same areas, endorsements will be extremely beneficial in the
target locations. Another category used was to show how the students’ spend their money.
Do they spend it mostly on electronics, clothing, technology, sporting goods, home
furnishings, entertainment, or some other goods?

Secondary data was used as a “back up” to the survey. Since the survey was involving a
small portion of the population, some data may be skewed. The secondary data was used as
a form of a guide to the survey results. It was there to ensure that the student
population was represented, even with a small sample. Forms of secondary data used
included journals, magazines, newspapers, the Internet, and other online databases.

Results
Age
To ensure that the entire student population was covered, the average age was calculated.
The results show an average age of 23.5 with a standard deviation of 5.5. Thus, the range
of age was reached, with one deviation ranging from 18 to 29.

Gender
The results of the survey show that 66.7 percent of women versus 33.3 percent of men were
surveyed. The survey was slightly skewed in this manner, but the coverage was still
reached. Also, the majority of the survey was a single crowd. 77.2% of the poll was
single, compared to 22.8% being married.

Musical format
From the survey, the data collected showed the students’ preferences of format based on a
1-5 scale, with 5 being most favorite. After the data was analyzed, the following shows
the college students preferences based on their mean:

1. Alternative-3.0
2. R&B-3.0
3. Rock-2.81
4. Hip Hop-2.71
5. Pop-2.60
6. Classic Rock-2.40
7. Rap-2.39
The proper radio format would be to play a mix of alternative music with some rock.
Time of Day
The survey for to acquire when the student listens to the radio was a very similar format
to the one in acquiring their favorite tastes. Four categories, morning, afternoon,
evening, and late night, were used. Students were to rate the categories from 1-4, with 1
being the time of day the person listened mostly. The following results appeared (based
on the mean of the students’ ratings):

 Morning (5am-11am)- 2.23
 Afternoon (11am-5pm)- 2.60
 Evening (5pm-11pm)- 2.61
 Late Night (11pm-5am)- 2.56
A heavy dose of morning listeners was revealed from the survey. While afternoon, evening,
and late night was approximately the same, morning showed to be the most appealing. Thus,
the radio should concentrate on heavy advertising in the morning.

Also, the amount of time the student listens to the radio per day was viewed. The data
was separated into four categories, less than one hour, one to three hours, three to five
hours, and more the five hours. The results show:

 Less than one hour- 22.8%
 One to three hours- 54.4%
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