Abstract:

The Research Department of Radio Slovenia has, after twenty years of continuous research into radio listening, stated that the daily amount of radio listening has drastically dropped over the past year. The paper deals with the process of carefully adapting of data collection methods with a strict orientation towards receiving the best response from the chosen samples. The consequence of using relatively fixed methods of research is the fact that the researchers themselves have become so confident in their findings that they often deny the validity of certain numerical results in their own surveys.