Title
Audience Research Methods Approach to Local Radio Stations: With particular reference to NonCommercial Local Christian Radio St,Used
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Audience research should be an essential part of every broadcasting venture. However, many noncommercial radio stations hardly do audience research. Often time this is due to a lack of human resources and to a large extent also a lack of understanding and awareness of the nature, benefit, and role of audience research. By taking into consideration the special nature of noncommercial Christian local radio stations in Norway, this research shows how these radio stations can simplify and adapt some of the available research methods to their needs and budget. After discussing, evaluating, and adapting surveys, panel studies, focus groups, and indept interviews, two of the methods are tested in two different radio stations. At the end of the discussion, a research toolbox is presented, which provides the stations with a plan for audience research over a threeyear period. The toolbox also shows how the different research methods can be combined for a better audience research. Hopefully, this toolbox will benefit different types of noncommercial radio stations, whose main interest is reaching the audience with their message.
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