Miscellaneous Research

Miscellaneous Research

Market studies: a market study investigates the opinions and perceptions of the entire market, usually within a specific age range, such as 25 to 54 year olds. There are no requirements for respondents to meet in terms of stations listening or viewing, and the sample matches the population and distribution and makeup of the market.

Format studies: a format study for a radio station involves a sample of respondents who listen to or prefer a certain type of music. These respondents who listen to or prefer a certain type of music. These respondents are asked a series of questions to determine which stations provide the best service in a variety of areas, such as music, news, traffic reports, and community activities.

Format search studies: the title of the study explains its purpose to find an available radio format in a given market.
Program element importance. A program element importance study identifies the specific elements on radio or television that are most important to a specific audience.

Station image: it is important for a station’s management to know how the public perceives the station and its services. Public misperception of management’s purpose can decrease an audience’s size and, consequently, advertising revenue. It is important that the audience and advertisers be aware of this change and have a chance to voice their opinions.

Personality (talent) studies: radio and TV managers of successful stations constantly test the on-air personalities. Personality studies are often conducted for stations to find new talent from other markets, or even to test personalities who are on other stations in the market with the intent of hiring them in the future.

Advertiser (account) analysis: to increase the value of their service to advertisers, many stations administer questionnaires to local business executives. Some typical questions are, ‘When did your business open?” “How many people own this business?” “How much do you invest in advertising per year?” “How do you expect from your advertising?”

Account executive research: radio and TV station managers throughout the country conduct surveys of advertising agency personnel, usually buyers, to determine how their sales executives are perceived. It is vitally important to know how the buyers perceive the salespeople.

Sales research: in an effort to increase the sales, many stations themselves conduct research for local clients.

Diversification analyses: The goals of any business are to expand and to achieve higher profits. In an effort to reach these goals, larger stations, partnerships, and companies engage in a variety of studies to determine where investments should be made. Should other stations be purchased? What other types of activity should the business invest in?

TV programming research: this is a broad category that includes testing local news programs, promotional material used by the station, entertainment programming, and everything else that might appear on the station.