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title:
A quick guide to audience research
author(s):
year:
2006
place:
Wellington (NZ)
publisher:
pages:
54 p.
collation:
glossary
ISBN:
ISBN 1-86933-727-1
comment:
"This is a short, practically oriented and easy to understand guide through the different methods of audience research. It explains how and why audience research can contribute to the programming of local radio stations, and introduces the basics of quantitative research (ie, sampling, writing a questionnaire, etc.) and qualitative research (ie, in-depth interviews, consensus groups and others) with a focus on practical implementation for local radio stations in developing countries. Furthermore, it contains several check lists for those who want to examine their audiences, but are unsure which method is most suitable, or if they are able to carry out the research themselves or should commission an external researcher. On a whole, this is a good manual for beginners to learn more about the use, need, methods and impact that audience research can offer. For further reading, a more detailed publication by Dennis List available online: http://www.audiencedialogue.net/kya.html" (CAMECO-JF)
contents:
1. Introduction and scope of this guide -- 2. Beginning with secondary research (Situation analysis, Impact assessment) -- 3. The survey process (Sampling, Writing a questionnaire, Gathering data, Processing the data, Analysis) -- 4. Interviewer surveys (Face-to-face surveys, Telephone surveys, Observation) -- 5. Questionnaire surveys (Mail surveys, In-publication questionnaires, Visitor surveys, Audience workshops, Internet surveys) -- 6. Qualitative research (In-depth interviews, Consensus groups, Response cultivation) -- 7. How to choose a method (Whether to do a survey, Choosing a survey method, Choosing a qualitative method) -- 8. Conclusion: Use your findings! -- Appendixes 1. Simple 1-page questionnaire, 2. Glossary of audience research terms.
topics:
publ.type:
signature:
E-Lib


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