The paper describes a comprehensive programme of research to explore the psychology of radio listening and its subsequent and potential uses. It is possibly the first study anywhere to explore comprehensively the integrated communication processes of radio, with applications to a wide range of decision-making as regards corporate station positioning, radio programming and advertising. Broadly, it should provide all users of the medium with a better understanding of radio.
This paper highlights the lack of attention that has been given to the interviewing process for the past two decades; and describes the kind of problems that arise continually under current interviewing procedures. The results of a survey of interviewers are given; and the negative implications of these findings for most market research surveys are discussed. The extent to which direct access telephone panels can remedy these short comings is then explained. The implications of future technologies for data capture are examined.
This paper describes how Capital Radio and Marplan worked together to use research to build an audience. From the start Marplan worked alongside the key executives at Capital, discussing, interpreting and making decisions based on the findings. Two types of research were involved - audience measurement and audience ratings of programmes and presenters. Helped by research Capital has developed its programming and presentation and has grown from a low of 5% share of listening three months after going on air to a current share of over 25% - making Capital the largest station in the London area, against the entrenched competition of the BBC.