Audience Research for Campus Radio Stations

Published by the Institute for Media and Society and Panos Institute West Africa, this book presents various scientific methods available to campus stations in conducting audience research. According to the publishers, the presentation is designed to support easy application of each of the methods, and to be a resource for not only to operators of campus broadcasting stations but also their colleagues in other broadcasting sub-sectors, as well as students of communication research methods within and outside educational institutions. The book was produced to contribute to strengthening the broadcasting sector, improving service delivery to audiences, and encouraging richer pluralism in the media industry in Nigeria.

The book contains the following twelve sections:

• Section 1: Overview of Communication Research
• Section 2: Importance of and Justification for Audience Research
• Section 3: Steps in Conducting Audience Research
• Section 4: Survey
• Section 5: Constructing the Questionnaire
• Section 6: Ensuring that your Instrument is Valid and Reliable
• Section 7: Methods of Sample Selection
• Section 8: Field Observation
• Section 9: Content Analysis
• Section 10: Conducting Focus Group Discussions
• Section 11: Data Presentation
• Section 12: Suggested Components of Audience Research Reports