Research!
Conducting Telephone Survey Research for
the Student-Operated Radio Station
By Bruce C. Klopfenstein and
Douglas.A. Ferguson
Wry recarit
College rai sont an ei st
eat operat have macho gin by bl
atietonvi heir advriing cleats shot
the puchasing,eneainmeny, soll tod
media usehabssf herp adie.
Nonconmercalsatons would alo bot
{roms inforestin forbs programming
and roam ndereing puposs. The
daa maybe gated though leptons
suvey conplted trough sr appropri
course sch as ance ecco
dng, broadcast makeing or bonds a
seenen.
From an ctheaonal pepe, the
technical aspects ofthe sve research
‘pocescanbe acely ght ian cl
oj. Both Sutin penome! and cas
embers can diecty we te bene of
casiom esearch. Tis knowledge cries!
Teves wishing pre acarein ral
cas roe meda management (Adan,
1985). Exprcnol sens willasobeina
‘eurpestion bob specify esearcheets
sod teal analyz eacarch poy
Wil encounter in er media cars. Tis
Anil deseribes by example how a sary
ante developed condi, nd is els
‘opie ia canpas ai don,
“lomato toute corsumerb-
havieofratiolistenes canbe highly wel
formarktng purposes. The wlephone
‘ey lst mos elective meansor bering
‘nvomation quel and inespenely ot
4 scienife sample (Lavatas, 1987)
‘Tough a elated clas, be istractorcan
smonioe the consnction, prising and
ministration ofthe question, Were
sie residence als dormir) male
‘tere population tet ieaes
(Celt eveitcaner ure ses),
Sapling may be goo simp Sndon
telephone dirctors are sly readily
svailable.and whee difereterchangesare
‘ed, c-campus numbers may Bs easly
Ailend fa oftcamps cums.
‘Telephone research guides
A number of wures are availble for
assistance inthe breagcast survey research
proces. Adams (199) fers an overview
of survey research methods and
‘eponing Wimmer and Dominik (1987)
include an overview of cephone suney
research and datas exp samping
techianes andi inerviewingectigdes
soggestedby two helpful NAB publications.
‘Welser (1983) and Sanon (1983). Hiber
(1987 provides achaperon applying le-
‘hone research lo rai. Fier (1987)
Sie rapes of eesti tone ot
‘well as insighs in ss Retween program
and andlenceypes. Sanple quesdonnaes
‘ufo questinnar ims eaisoavalable
in Fiche (1981), Converse & Presser
1986), Winmer snd Dominick (1987),
iter (1987 ,and Frey (199), Fey (1989)
rescats eae procedures and ichigues
for questionaire constuction, samples
eon raining of inervewers, and data
analysis. Willams (188) coocatees on
the tity of various satsics rahe thar
the ealentason.
‘Troughowt his project, cared out
arBowiing Green Sine University, he cass
Actual survey
research projects
Provide learning
opportunities for
student researchers
and station personnel
sexes mavetezrh imandtbecom
intl student saon WAL, was etd
SS clea. WFAL hs aca par
ten and ese student helped valde
‘cial quelonsales. Clas; mba (wh
‘ere divided no compa rsech
{Hous of abut seven sens) were a
Sired lamas muchatoa WFAL andi
‘esac en posable, sd son per
‘Suc wer expect opin clas oe
‘moxneeedinformation, isalowedbod
fares 1 eam even mar abt De om
‘eal esac proces.
‘WAL Wan AM caricarent o-
tion tat may be cv in on domi
18? Doron cafeterias wed
bay WRAL via er eal pble aes
‘ound aysume, an impose of
‘relintnf WAL. Cale sapere
in he tniverty community snd seer
Surountng owns ear WAL eto
Soppemeat an cto able pogran
tnd assigned TVehane 6)”
TWEAL's feet isan aman of
‘AOR lbem erin rock) CER (concn
‘ory hia), and ease oc orn
‘il equentpomosonsionaat sndve
voy Maserequsts we payday
2 posible, «fxr hats sine 0 be
‘enestongatvanage WFALenoysoverbe
‘ompeiivestdonsromaneary medi.
Sed metopelion ara asd 20 miles
vay. Te ners a hs spar,
Student cleo FM station tit cord
Ingo previous eszarch, has een cote
wh WAL by camp resients,
Research areas
The surey general oesedon po
‘gamming sd tle reed es vane
fed though the inrctons betwen the
ensue ls) and the i (ado
Sai. Te sires aes weld nthe
@Incuting cable television, video rena,
(CDs, albums, andeaseuss. These datcan
‘be ued 10 show advertisers how Inge the
otel markets for dese producisas well
give WEAL ideas for posible promo-
onal giveaways. Media usage questions
‘wereinclodeds0 WAL could getsome dea
‘tout both competitive media outs and
hous sere wo ao
Social Activites of Respondent:
Respondents were asked how Mien they
‘tamed 1 their homeiowns frequency of
“partying” atendance st be various cam:
us evens, nd movie atndance. The
‘pondentsourcsofiformation shouts
Cents wasreqursted ose whatrole WFAL
ce ‘coald playin pabiciing campus
Sudest Consumer Habits: hems
aout spending tabi were created with
otal WFAL averting clntia mini:
Fars, eswurans, fist fod ones, pizza
parlors, grocery sores, service sto, e-
fll sres, and area shopping malls. Re
spondents were aked about shopping hab-
is, coupon use, and wekly dicredonary
income, as well a posession and use of
creditcard and astomatedeler machines
(atm.
Radio Atitades and Listening Be-
avis: Respondens estimated hours Is-
tened to radio daly and ranked ther 190
favorite satons. Specific ates toward
those sations aod Weir atsibuer were
measured, Respondents were ler asked to
ours acual Sons wih ir iagined,
“Vea” sation on a sae of oe (le 12
seepondent ideal) to five (different fron
‘respondent da). Musiepelernces were
‘measured on various mute types. To help