Radio Station Research

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


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

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,

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