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RESEARCH METHODOLOGY : ASSIGNMENT 1
1
1. INTRODUCTION
Radio and TV stations are unique in having a special need for audience research as this is
the only industry that cannot accurately count its audience. A factory and newspapers company
will always count the number of products it sells. An organization that provides services rather
than products (e.g. a hospital) is able to accurately count the number of people coming for
treatment. But radio and television programs are given away free to their audiences, and there is
no way of measuring how many people tune into a program. For this reason, audience research
was one of the first forms of market research.
1.1. Definition of audience research
Audience research is defined as any communication research that is conducted on
specific audience segments to gather information about their attitudes, knowledge, interests,
preferences, or behaviors.
1.2. Audience analysis
An accurate estimate of the size, demographic make - up, and needs of a perspective
audience is essential for the development of workable, funded projects and marketable media
ideas. The following questions can only be answered when the prospective audience is clearly
defined.
o What size budget is justified?
o What needs and expectations does a particular audience have?
Audience demographics are: - age
- gender
- income
- education
- religion
- culture
- language

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RESEARCH METHODOLOGY : ASSIGNMENT 1
2
The age and gender of the members of an audience are often just as important as the
overall number of the people who will see the production. Detailed audience information can
facilitate later stages of the production process by giving the audience input about production
decisions. Audience research also can be primary (i.e., the information is gathered directly from
members of the target audience) or secondary (i.e., the information is gathered from previously
conducted research).
1.3. Need for audience research
If you have an audience, and you don’t do audience research, this may be dangerous for a
company. However, many organizations (even those with audiences) survive without doing
audience research. How do they survive?
Even if an organization doesn’t do systematic audience research, it usually has some
informal method of collecting feedback, and sometimes these informal methods seem to
work well.
When funding is guaranteed, regardless of audience size, broadcasters can survive
without audiences. Many shortwave services have tiny or unknown audiences, but
governments fund them out of national pride.
Organizations that rely on revenue from their audiences often use the amount of revenue
as a substitute for audience research. This applies to most small businesses. As long as
they keep making money, they feel no need for audience research. But when the flow of
money unexpectedly declines, the businesses often feel the need for market research.
Income flow will tell the owner what is happening, but not why.
1.4. Methods of audience research
1.4.1. Survey
Through sampling, when the researchers collect information about electronic media
audience, they are interested in an entire population of radio listeners, internet users, or television
viewers. Because it would be logistically impossible to survey all users of a given medium,
research companies estimate audiences from a subset of the population called a sample. In any

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1. INTRODUCTION Radio and TV stations are unique in having a special need for audience research as this is the only industry that cannot accurately count its audience. A factory and newspapers company will always count the number of products it sells. An organization that provides services rather than products (e.g. a hospital) is able to accurately count the number of people coming for treatment. But radio and television programs are given away free to their audiences, and there is no way of measuring how many people tune into a program. For this reason, audience research was one of the first forms of market research. 1.1. Definition of audience research Audience research is defined as any communication research that is conducted on specific audience segments to gather information about their attitudes, knowledge, interests, preferences, or behaviors. 1.2. Audience analysis An accurate estimate of the size, demographic make - up, and needs of a perspective audience is essential for the development of workable, funded projects and marketable media ideas. The following questions can only be answered when the prospective audience is clearly defined. What size budget is justified? What needs and expectations does a particular audience have? Audience demographics are: - age gender income education religion culture language The age and gender of the members of an audience are often just as important as the overall number of the people who will see the production. Det ...
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