QUESTION 1
Find the business research report (PDF document) attached. The title is "Executive summary: Evaluation of Market Readiness for Radio Advertising Education Program for WKLM"
Once you have read it several times, then, answer the following questions:

1. With regard to the content of the report: Identify the management dilemma, question and possible research questions you consider were identified previously to conduct this research.

QUESTION 2
2. Identify the type of study (exploratory, descriptive or casual). Why?


QUESTION 3
3. The study used a lot of different variables. Mention three of them and classify them (dependent, independent, moderate, etc) as studied by you.


QUESTION 4
4. Identify the kind of measurement scale used in each question of the three surveys (I, II, III).

Supplement to Marketing Research 1/e CooperSchindler ©2005
Executive Summary:
Evaluation of Market Readiness
for Radio Advertising
Education Program
for WKLM
April DD, YYYY
Sam Student ‘YY
Sample University
Note: This example is not perfect, nor should it be assumed to be complete. It has been modified to preserve client and
student anonymity.
Marketing Research 1/e CooperSchindler ©2005 Page 2 of 30
Table of Contents
Background and Description of Problem ........................................................................3
Main Research Objective ..................................................................................................3
The Methodology ...............................................................................................................4
The Sample .........................................................................................................................5
Limitations ..........................................................................................................................6
Findings
Current Advertising Practices....................................................................................8
Knowledge of Radio as An Advertising Medium ....................................................9
Preferred Media for Advertising ..............................................................................10
Reasons for Now Advertising on Radio.................................................................11
Preferred Station for Radio Advertising .................................................................12
Factors Influencing Nonuse of Radio Advertising ................................................13
Appendices
A Questionnaire Draft Flow Diagram........................................................................17
B Questionnaire Draft Colorized Flow Diagram.......................................................18
C Questionnaires........................................................................................................19
Marketing Research 1/e CooperSchindler ©2005 Page 3 of 30
Background and Description of Problem
WKLM, an FM radio station based in Bethany, Missouri, is a division of Great Tails
Broadcasting Corporation. Joe Taylor, general manager of WKLM, supervises a sales force of
six people, whose primary responsibility is to see various clients to advertise on WKLM. Joe
Taylor will be looking for information to direct him to improve methods and techniques, in order
to more effectively attract WKLM’ desired advertising clientele. He also wants to confirm his
perception that businesses don’t advertise on radio because they disbelieve radio’s ability to
deliver results for their advertising dollar.
For many years, WKLM has been considered a ‘teen’ station (serving 13 to 23 market
segment) by the public, competitors, clients, and radio listeners. On January 12, MMDDYY, in
order to attract the desired target market of 24 to 54 year olds, the station changed its
programming format while staying within the music category. The various reasons for this
change include:
· To satisfy the wants of this unsatisfied target market.
· To avoid intense competition for the teen segment.
· To attract the more established advertiser.
The advertisers which WKLM wishes to attract are those that would be directly
associated with the desired target market. Undesired advertisers would include those businesses
selling personal hygiene products, drug paraphernalia, or those dealing with controversial social
causes and life styles. WKLM also avoids advertisers of teen-oriented products and stores, and
businesses devoted to seniors.
When educating advertisers on the benefits of radio, presently two methods are used: (1)
various on-air advertisements that focus primarily on the general advantages of radio, and (2)
sales force presentations to potential radio advertisers.
Research Objectives
The nature of our research is descriptive, presenting information from current and
potential clients of WKLM.
Main Research Objective: To assist WKLM in designing an educational program that will be used
to enlarge the quantity and the quality of their advertisers, concentrating on determining which of
the different types of educational programs/components are most preferred and in which way
these educational programs should be presented.
Marketing Research 1/e CooperSchindler ©2005 Page 4 of 30
The Methodology
The method best suited for our research objective, due to the flexibility and immediacy of
response, was a phone survey. WKLM provided the names and numbers of former, current, and
potential advertisers in the Bethany area. Numbers were verified using the current phone
directory.
A judgment sample (non-probability) sample was drawn from the indicated sample frames by
first eliminating those decision makers who could not be reached by phone during the data
collection period. Businesses that do not market to WKLM’s new target market were also
eliminated from the sample frame.
During the first three weeks in January, YYYY, one hundred eleven advertising decision makers
completed the phone survey.
Marketing Research 1/e CooperSchindler ©2005 Page 5 of 30
The Sample
Most of the advertisers had very small advertising budgets (below $15,000 dollars per year).
not currently
advertising on
radio, 21%
currently
advertising on
radio, 79%
Total Sample
n = 111
Former WKLM
Advertisers
n = 30 (2%)
Current WKLM
Advertisers
n = 35 (32%)
Never WKLM
Advertisers
n = 46, (41%)
Not Currently
Advertising on Radio
n = 20 (17%)
Currently Advertising
on Radio
n = 26 (24%)
Not Currently
Advertising
n = 29 (26%)
Currently Advertising
on Radio
n = 29 (26%)
Marketing Research 1/e CooperSchindler ©2005 Page 6 of 30
Limitations
During data collection Bethany encountered a large snow storm which closed businesses and
made our sample more pressed for time and less willing to participate. Although WKLM’s
identity was disguised, it was impossible to disguise that the client was the likely radio station
sponsoring the research. This assumption may have biased the advertiser’s responses.
Because of the recency of the change in format, advertisers may have responded based on
their outdated perception of WKLM rather than the current reality. (The researcher was not made
aware of the former format until after the research was conducted; knowledge of the format was
assumed on the part of the client.).
In some instances (those businesses with national headquarters rather than local decision
makers), the actual advertising decision maker could not be contacted; a subordinate interviewed
might not have been as knowledgeable.
Marketing Research 1/e CooperSchindler ©2005 Page 7 of 30
Findings
Marketing Research 1/e CooperSchindler ©2005 Page 8 of 30
Current Advertising Practices
38.5
29.3
8.6
6.3 6.3 5.7 5.2
0
5
10
15
20
25
30
35
40
45
newspaper
radio
directory
outdoor
e-mail
direct mail
TV
Percent Currently Using
Radio is considered as an appropriate advertising medium by a portion of those businesses
currently advertising. If an increase in their advertising budget occurs, some advertisers will
consider investing in radio advertising.
However, to reach those that are unfamiliar or that have had a poor prior radio experience,
education might be in order..
Marketing Research 1/e CooperSchindler ©2005 Page 9 of 30
Knowledge of Radio as Advertising Medium
27%
60%
13%
73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Above Average
Knowledge
Average
Knowledge
Below Average
Knowledge
Average or
Below Average
Knowledge
Their own perception of their lack of knowledge gives support for a more educational approach
to selling radio advertising time.
Marketing Research 1/e CooperSchindler ©2005 Page 10 of 30
Most Preferred Media for Advertising
35
16
52
33
11
48
13
26
31
28
4
21
19
10
18
15
4
0
13
5
0
10
20
30
40
50
60
Former WKLM
Advertisers
Current WKLM
Advertisers
Never
Advertises on
WKLM
Total
Percentages
Newspapers Radio Television Direct Mail Other
Radio is not the preferred medium, although no one medium is overwhelmingly preferred. The
variety of decision makers’ responses lends support to the theory that not all advertising
campaigns are appropriately delivered by a single medium or the same medium every time.
Advertisers need to keep their options open. And they need information and understanding of
how each medium works best to make the right decision.
Marketing Research 1/e CooperSchindler ©2005 Page 11 of 30
Non Users Reasons for Not Advertising on Radio
54%
21%
21%
4%
0% 10% 20% 30% 40% 50% 60%
Too expensive for
their business
Not as effective as
other media
Inappropriate for
their business
Not enough people
listen to radio
The primary reason given by Bethany businesses for not adve rtising on radio is the perceived
high cost. This again implies that the benefits of radio have not been clearly heard, and that the
advertiser doesn’t perceive sufficient value for their advertising investment with radio.
Overcoming this objection and establishing value in the minds of decision makers should be a
primary focus of an educational campaign.
Marketing Research 1/e CooperSchindler ©2005 Page 12 of 30
Preferred Station for Radio Advertising
0%
10%
20%
30%
40%
50%
60%
WKLM KFAM WAZU WUFM WTUE
WKLM 50% 44% 20% 41%
KFAM 50% 15% 40% 20%
WAZU 0% 19% 20% 18%
WUFM 0% 11% 20% 12%
WTUE 0% 11% 0% 9%
Prior Advertisers
on WKLM
Current
Advertisers on
Never
Advertised on
Total
In anticipating an increase in funds directed to radio, WKLM is viewed favorably, but not a clear
favorite. KFAM is its most dominant competitor for radio advertising dollars, with WAZU
gaining strength in the market.
Marketing Research 1/e CooperSchindler ©2005 Page 13 of 30
Factors Influencing Nonuse of Radio Advertising
(1= Excellent, 5 = Poor)
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0
Sales Force Tactics
Public Reputation
Program Quality
Advertising Creativity
Characteristics of Audience
Additional Benefits
Cost of Advertising
WKLM KFAM
Among advertisers evaluating radio as an appropriate medium—sales force tactics, public
reputation, advertising creativity, and characteristics of audience reach, WKLM was consistently
rated as above average. However of concern was program quality, which was rated as average.
KFAM consistently rated better (lower average number on the rating scale) than WKLM on
every factor.
Marketing Research 1/e CooperSchindler ©2005 Page 14 of 30
Chosen Methods and Delivery of Methods
for Radio Information
0%
10%
20%
30%
40%
50%
60%
70%
fact sheet advertising
announcement
audio cassette information
seminar
sales force mail radio newpapaer
The most preferred information sources were the advertising fact sheet and the general
advertising announcements. The fact sheet was preferred when delivered my mail. The general
advertising announcement was preferred when delivered by newspaper. There was no
statistically significant difference between subgroups.
The market is not very receptive to being persuasively educated about the benefits of radio as an
advertising medium, especially if that education comes from the current sales force. But their
own perception of their lack of knowledge might lead them to be perceptive to a different
approach if their the delivery vehicle were not the sales force.
Marketing Research 1/e CooperSchindler ©2005 Page 15 of 30
Conclusions and Recommendations
It is strongly indicated that the most preferred advertising medium to which advertisers would
like to direct their funds are newspaper and radio. The competitors of note for radio advertising
dollars are KFAM and WAZU, both with different formats and audiences. WKLM must
emphasize the differences, and superiorities, to these two stations, and in comparison to the city
and regional newspapers.
Since few decision makers thought they were knowledgeable about radio as an
advertising medium, we recommend that WKLM does conduct an educational campaign. The
most obvious changes need to come in the advertising fact sheet. This should be modified to (1)
include content that will improve the advertisers’ perception of radio as a good value for
reaching their particular audiences, (2) reeducate the decision makers about the changes in
programming and audience receptivity to those changes, and (3) demonstrate what the station has
changed to result in enhanced radio advertising creativity. Because of the importance to any
advertiser that a specific medium will reach their targeted audience, audience characteristics and
numbers must be documented before undertaking such an educational campaign. Focusing on
these categories of information will directly address decision makers’ major influences when
choosing a medium to advertise.
Advertisers did not have a clear perception of their desired target markets. This presents
an opportunity for WKLM in relation to an educational campaign. The market may be receptive
to learning more about targeting strategies overall, and this receptivity might make them more
willing to participate in an educational forum sponsored by the station. We recommend that any
forum take the more general approach of providing opportunities for advertisers to learn more
about how to make their marketing tactics more successful.
Marketing Research 1/e CooperSchindler ©2005 Page 16 of 30
Appendices
Marketing Research 1/e CooperSchindler Page X of X
Questionnaire Draft Preliminary Flow Diagram: Telephone Survey for
WKLM Administrative Q
Screen Q:
currently advertising?
YES
NO
Classification Q:
• type business
• # employees
Advertising practices last 12 mo?
• media use
• budget allocation to media
Target Q:
Targeted customer
• characteristics
• effectiveness in reaching
Target Q:
Learning about radio advertising
• sources
• method preference
Target Q:
Perceived knowledge level about
radio advertising
USES RADIO
NO RADIO
Target Q:
Learning about radio advertising?
• sources
• method preference
Target Q:
Perceived knowledge level about
radio advertising?
Classification Q:
Position responsible for
advertising decision making?
Target Q: Frequency of radio
advertising
Target Q:
Factors influencing radio
advertising purchase:
• importance of factors
Target Q: Stations used past year?
• ranking of stations
Target Q:
Factors influencing radio
advertising purchase:
• role of additional benefits
Target Q:
Perceived disadvantages of radio
advertising
Target Q: Rating of stations sales
approach?
Target Q:
Choice if more $?
• general media
• specific radio station
Target Q: Ranking of stations on
decision factors?
Target Q:
Targeted customer?
• characteristics
• effectiveness in reaching
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Termination
Classification Q:
Classification Q:
Target Q:
Termination
Target Q:
Choice if more $?
• general media
• specific radio station
Target Q:
Perceived disadvantages of radio
advertising?
Target Q: Rating of stations used
in past year?
Target Q: Competitors use of Radio?
Method of First Contact with
stations
Classification Q:
• type business?
• number of employees?
• # employees in advertising?
• $ last yer advertising budget?
Target Q:
Additional perceived disadvantages
of radio advertising
Target Q:
Target Q:
Classification Q:
Target Q:
Target Q:
Target Q:
Target Q:
Transition
Termination
Questionnaire Draft Colorized Flow Diagram: Telephone Survey for WKLM
Administrative Q
Screen Q:
currently advertising?
YES
NO
Classification Q:
• type business
• # employees
Target Q:
Advertising practices last 12 mo?
• media use
• budget allocation to media
Target Q:
Targeted customer
• characteristics
• effectiveness in reaching
Target Q:
Learning about radio advertising
• sources
• method preference
Target Q:
Perceived knowledge level about
radio advertising
USES RADIO
NO RADIO
Target Q:
Learning about radio advertising?
• sources
• method preference
Target Q:
Perceived knowledge level about
radio advertising?
Classification Q:
Position responsible for
advertising decision making?
Target Q: Frequency of radio
advertising
Target Q:
Factors influencing radio
advertising purchase:
• importance of factors
Target Q: Stations used past year?
• ranking of stations
Target Q:
Factors influencing radio
advertising purchase:
• role of additional benefits
Target Q:
Perceived disadvantages of radio
advertising
Target Q: Rating of stations sales
approach?
Target Q:
Choice if more $?
• general media
• specific radio station
Target Q: Ranking of stations on
decision factors?
Target Q:
Targeted customer?
• characteristics
• effectiveness in reaching
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Target Q:
Termination
Classification Q:
Classification Q:
Target Q:
Termination
Target Q:
Choice if more $?
• general media
• specific radio station
Target Q:
Perceived disadvantages of radio
advertising?
Target Q: Rating of stations used
in past year?
Target Q: Competitors use of Radio?
Method of First Contact with
stations
Classification Q:
• type business?
• number of employees?
• # employees in advertising?
• $ last yer advertising budget?
Target Q:
Additional perceived disadvantages
of radio advertising
Target Q:
Target Q:
Classification Q:
Target Q:
Target Q:
Target Q:
Target Q:
Transition
Termination
Marketing Research 1/e CooperSchindler Page X of X
Marketing Research 1/e CooperSchindler ©2005 Page 19 of 30
Questionnaires
Marketing Research 1/e CooperSchindler ©2005 Page 20 of 30
ID# Client: WKLM
Business Name Interviewer:
Phone Date/Time of Interview:
Person Interviewed: Length of Interview:
[Introduction]
“Hello, may I speak with the owner or manager who is in charge of advertising?
[No contact with advertising decision maker]
Is there a time when I might call back and reach the advertising decision maker? ____________
Thank you for your assistance.
[Contact is made with advertising decision maker]
“My name is ________________________. I’m a member of the marketing research project at
Sample University. Today we are doing a survey about what businesses think of advertising
media. This survey will take about 10 minutes. Would you be willing to answer some questions
about advertising and your business?
[Contact declines to participate. ]
Thank you. We hope next time Sample University calls you will be able to participate.
[Contact agrees to participate; proceed to screen]
Great! Here’s the first question:
[SCREEN]
In the last 12 months have you advertised your business in any paid medium? (UNAIDED)
r Yes (skip to Survey II) - 1
r No (proceed to Survey I) - 2
Survey I
1. How would you describe your business?
_______________________________________________________________________ _- ___
[FOR VALUE, REFER TO CODE SHEET]
2. How many people, both full and part time, do your employ in your business? ______ ______
[Termination for Survey I]
“We are only talking today with businesses who are currently using paid advertising media.
Thank you for you willingness to participate in this Sample University survey. Good evening.”
Marketing Research 1/e CooperSchindler ©2005 Page 21 of 30
Survey II
[USE THE GRID BELOW FOR Q1 AND Q2]
1. What advertising media have you used in the last twelve months?
2. Considering the advertising media you are using presently, what percentage of your
advertising budget is devoted to [Repeat medium checked, one at a time.]?
Q2
Q1a r Television
Q1b r Newspaper
Q1c r Radio [IF CHOSEN, ASK Q3-7, THEN SURVEY III]
[IF NOT CHOSEN, ASK Q3 -7, THEN SURVEY IV]
Q1d r Outdoor
Q1e r Directory
Q1f r Web
Q1g r Other
TOTAL 100%
3. I’m going to read several characteristics of potential customers. I want you to think about
the targeted customer for your business. Please stop me by saying YES when I read the
alternatives that best describe your targeted customer. You may say YES to more than
one choice for each factor.
a. With respect to AGE, is your targeted customer…? [READ RANGES]
Between
8-12
(Q3a1)
Between
13 -18
(Q3a2)
Between
19 – 24
(Q3a3)
Between
25 – 34
(Q3a4)
Between
35- 49
(Q3a5)
Between
50- 64
(Q3a6)
65 or
older
(Q3a7)
r r r r r r r
b. With respect to HOUSEHOLD INCOME, is the household income of your targeted
customer…? [READ RANGES]
< $20000 $21-34999 $35-
44999
$45-
59999
$60-
100000
$101,000 –
150,000
>150,000
(Q3b1) (Q3b2) (Q3b3) (Q3b4) (Q3b5) (Q3b6) (Q3b7)
r r r r r r r
Marketing Research 1/e CooperSchindler ©2005 Page 22 of 30
c. With respect to EDUCATION, did your targeted customer complete…?
[READ RANGES]
Grade 8 or
less
Some
high
school
High
school
Some
college
college Some postgraduate
work
Graduate
Degree
(Q3c1) (Q3c2) (Q3c3) (Q3c4) (Q3c5) (Q3c6) (Q3c7)
r r r r r r r
d. With respect to MARITAL STATUS, is your targeted customer …? [READ RANGES]
Single or Never
Married
(-1)
Currently
Married
(-2)
Either separated,
divorced or widowed
(-3)
(Q3d1) (Q3d2) (Q3d3)
r r r
e. With respect to HOUSEHOLD SIZE…
How many people comprise the household of your targeted customer …? _______
4. Consider the advertising program and media you have used in the last 12 months. How well
are you attracting this targeted customer?
Extremely Well
(-4)
Very Well
(-3)
Fairly Well
(-2)
Not well at all
(-1)
r r r r
5. You indicated earlier that you [USE / DON’T USE] radio advertising. How knowledgeable
are you regarding radio as an advertising medium?
Above
Average
(-3)
Average
(-2)
Below
Average
(-1)
r r r
Marketing Research 1/e CooperSchindler ©2005 Page 23 of 30
6. I’m going to read you several ways you might learn more about radio advertising…
A. Which two methods would you prefer for receiving such information?
[READ CHOICES]
Q6a
r General radio advertising fact sheet
Q6a-1 [If chosen] Would you prefer to receive a fact sheet…?
r (-1) Through the mail?
r (-2) In person by sales force?
Q6b
r Information Seminar
Q6b-1 [If chosen] Would you prefer to attend a seminar …?
r (-1) …for you and other members of your firm?
r (-2) …for your firm and other similar firms together?
Q6c
r Audio or digital presentation
Q6c-1 [If chosen] Would you prefer to receive an audio/digital
presentation …?
r (-1) …through e-mail or the Web?
r (-2) …through the mail?
r (-3) …in person by sales force?
Q6d
r
Advertising about radio…
Q6d-1 [If chosen] Would you prefer to see or hear this advertising…?
r (-1) … in the newspaper?
r (-2) … on the radio?
7. If not by you, what position within your organization would put information about radio
advertising to effective use?
Position title________________________________________________________
Marketing Research 1/e CooperSchindler ©2005 Page 24 of 30
Survey III
[FOR THOSE WHO USED RADIO ADVERTISING IN LAST 12 MONTHS]
8. In the past 12 months, how many advertising campaigns did you air on radio?
1 2 3 4 5 6 7 or more
r r r r r r r
9. I’m going to read you a list of factors that might influence your purchase of radio advertising.
As I read each factor, please tell me how important that factor is your business. Use the scale:
highly important, important, neither important nor unimportant, and unimportant. How
would you rate…
[READ LIST; ROTATE
ORDER OF THE
FACTORS
Highly
Important
Important Neither Important
nor Unimportant
Unimportant
The price per advertising
spot
r r r r
The desired target
customer reached
r r r r
Your past experience
with radio
r r r r
Any additional benefits
provided by the station
r r r r
Creative ideas coming
from the sales person
r r r r
10. What kind of additional benefits do you look for when purchasing advertising on radio?
[UNAIDED]
Quantity Discounts Remote at your
location
No charge for
production
Sales packages and
promotions
r r r r
r Other:
Marketing Research 1/e CooperSchindler ©2005 Page 25 of 30
[USE THE GRID BELOW TO ANSWER Q 11, 12, 13] [UNAIDED]
11. In the past 12 months, what radio stations have you advertised on?
12. Considering the radio stations on which you have advertised in the past 12 months [READ
FROM LIST], please rank them in order of preference for reaching your targeted customer
with “1” being the most preferred station.
13. On which of these stations [READ FROM LIST Q11] do your primary competitors
advertise?
Q11 Q12 Q13
KFAM Q11a r Q13a r
WAZU Q11b r Q13b r
WKLM Q11c r Q13c r
WTUE Q11d r Q13d r
WUFM Q11e r Q13e r
Other: r r
Other: r r
Other: r r
Marketing Research 1/e CooperSchindler ©2005 Page 26 of 30
14. Using the following scale: Excellent, Good, Average, Below Average, and Very
Poor…please evaluate the stations on which you advertised in the past 12 months using each
of the following factors.
[READ ONLY STATIONS MENTIONED IN Q11]
(-1) (-2) (-3) (-4) (-5)
How does KFAM rate on … Exc Good Avg Below Avg Very Poor
…Sales Force Performance r r r r r
…Public Reputation r r r r r
…Program Quality r r r r r
…Advertising Creativity r r r r r
…Match of audience with your targeted
customer characteristics
r r r r r
(-1) (-2) (-3) (-4) (-5)
How does WAZU rate on … Exc Good Avg Below Avg Poor
…Sales Force Performance r r r r r
…Public Reputation r r r r r
…Program Quality r r r r r
…Advertising Creativity r r r r r
…Match of audience with your targeted
customer characteristics
r r r r r
(-1) (-2) (-3) (-4) (-5)
How does WKLM rate on … Exc Good Avg Below Avg Poor
…Sales Force Performance r r r r r
…Public Reputation r r r r r
…Program Quality r r r r r
…Advertising Creativity r r r r r
…Match of audience with your targeted
customer characteristics
r r r r r
(-1) (-2) (-3) (-4) (-5)
How does WTUE rate on … Exc Good Avg Below Avg Poor
…Sales Force Performance r r r r r
…Public Reputation r r r r r
…Program Quality r r r r r
…Advertising Creativity r r r r r
…Match of audience with your targeted
customer characteristics
r r r r r
(-1) (-2) (-3) (-4) (-5)
How does WUFM rate on … Exc Good Avg Below Avg Poor
…Sales Force Performance r r r r r
…Public Reputation r r r r r
…Program Quality r r r r r
…Advertising Creativity r r r r r
…Match of audience with your targeted
customer characteristics
r r r r r
Marketing Research 1/e CooperSchindler ©2005 Page 27 of 30
15. Consider the radio station you have advertised on MOST FREQUENTLY in the last 12 months.
How do you MOST FREQUENTY LEARN about advertising opportunities with this radio
station?
[UNAIDED—1 CHOICE ONLY]
r The radio station’s sales force
r Radio advertising for the radio station
r Television advertising for the radio station
r Listening to the radio for personal enjoyment
r Family member/co-worker listening to the radio station
r Word of Mouth
r Other Source:_________________________________________________
16. If you were anticipating an increase in your advertising budget in the next 12 months, to what
media would you direct these additional funds? [UNAIDED]
r Television
r Newspaper
r Radio [IF CHOOSE, ASK Q 17; IF NOT, SKIP TO Q 18]
r Outdoor
r Directory
r Web
r Other:
17. [ASK If ANSWERED RADIO TO Q16] To what specific radio stations would you direct
these additional funds? [Unaided]
r KFAM
r WAZU
r WKLM
r WTUE
r WUFM
r Other:
r Other:
r Other:
18. When comparing radio with other advertising media, what factors do you consider to be
disadvantages of using radio?
r High price of a campaign
r Negative reputation of the station
r Poor program quality on radio
r Limited advertising creativity on radio
r Characteristics of station’s audience don’t match my target audience
r Inflexibility of advertising format on radio
r Slow speed of getting message to customer group
Marketing Research 1/e CooperSchindler ©2005 Page 28 of 30
[TRANSITION]
“We’re almost done. I just need the answers to a few questions about your business so we
can compare your answers with other businesses we talk with.”
19. How would you classify your type of business?
____________________________________________________________ _______
[REFER TO CODE BOOK]
20. How many full and part-time employees have some advertising decision making authority.
__________
21. Please estimate the size of your advertising budget in your last fiscal year. Would you say it
was…
< $1,000
(-1)
$1,000-
15000
(-2)
$15,001-
30000
(-3)
$30,001-
50000
(-4)
$50,001-
80000
(-5)
$80,001-
100000
(-5)
>$100,000
(-6)
r r r r r r r
[TERMINATION FOR SURVEY III]
“Thank you for your time and cooperation. Sample University appreciates your participation
in this survey. Good [afternoon/ evening].”
Marketing Research 1/e CooperSchindler ©2005 Page 29 of 30
Survey IV
[IF THEY DIDN’T ADVERTISE ON RADIO IN THE LAST 12 MONTHS]
8. Which of the following statements best describes why you don’t advertise on radio?
[READ, ROTATE ORDER]
-1 r “Our type of business doesn’t advertise on radio.”
-2 r “Not enough people listen to radio.”
-3 r “Radio isn’t as effective as other advertising media.”
-4 r “Radio is too expensive for my business.”
9. In the next 12 months, if you were anticipating an increase in your paid advertising
budget, to what medium would you direct your funds? [UNAIDED]
r Television
r Newspaper
r Radio
r Outdoor
r Directory
r Web
r Other:
[USE GRID BELOW FOR BOTH Q10 AND Q12]
10. In the last 12 months, which stations have approached you about advertising your
business using radio? [UNAIDED]
11. I’m going to read you a list of factors that might influence your purchase of radio
advertising. Considering these stations with which you have had contact in the last 12
months, as I read each factor, please tell me how you would rank that station. Use “1” as
you most favorable rank, “2” as you next most favorable rank, and so on.
For [FACTOR], how would you rank [STATION] against other radio stations?
[REPEAT FOR EACH FACTOR; ROTATE ORDER OF STATIONS ASKED FIRST].
Q10 r r r r r
Q 11.
[ROTATE ORDER of FACTORS]
KFAM WAZU WKLM WTUE WUFM
Sales Force approach ____ ____ ____ ____ ____
Public Reputation ____ ____ ____ ____ ____
Programming Quality ____ ____ ____ ____ ____
Advertising Creativity ____ ____ ____ ____ ____
Degree to which their audience
reaches by customers
____ ____ ____ ____ ____
Cost of advertising ____ ____ ____ ____ ____
Additional benefits ____ ____ ____ ____ ____
Marketing Research 1/e CooperSchindler ©2005 Page 30 of 30
12. When comparing radio with other media of advertising, what factors do you consider to
be disadvantages of radio? [UNAIDED]
r High price of a campaign
r Negative public reputation
r Poor program quality on radio
r Less advertising creativity on radio
r Incompatibility of target audience reached
r Other:
r Other:
r Other:
[TRANSITION]
“We’re almost done. I just need the answers to a few questions about your business so we
can compare your answers with other businesses we talk with.”
13. How would you classify your type of business?
__________________________________________________________________
14. Please estimate the number of full or part-time employees in your business who have
decision- making authority on the selection of advertising media. __________
15. Please estimate the size of your advertising budget for the last 12 months. Would you
say it was…
< $1000 $1000-
15000
$15001-
30000
$30001-
50000
$50001-
80000
$80001-
100000
>100000
r r r r r r r
[TERMINATION FOR SURVEY IV]
“Thank you for your time and cooperation. Sample University appreciates your participation
in this survey. Good [afternoon / evening].”