Table of Contents
Scope of the Study
Time of Day
Music is a general love of almost every college student. Many develop their personalities, profiles, and various other tastes based on their listening choices. In general, many college students acquire the same spectrum of listening values. If a radio station, one that wishes to target the college student population, can discover the musical preferences of the general population of students, they will be able to grow within the specific market.
Since the target market is of a personality of the student, generally a crowd that has the same likes and dislikes as his/her peers; the target musical format should be fairly easy to determine. Unlike the 25-33 crowd or 40 and up crowd, where their musical preferences range far and wide, each college student has almost the same understanding of their values. Possible reasons for this may be peer pressure or self-morale gains, yet it still exists among the college crowd. Thus, a common format may be simpler for a station targeting the college format.
The station will be able to gain knowledge for its possible advertisers by analyzing its target population's needs and wants. Plus, they will be able to acknowledge the possible locations of the students, where they go and what they do. The ultimate goal is to find out where the students are spending their money, so advertising can be solicited into purchasing radio time. Advertisers wish to have some "concrete" data when analyzing which station they wish to spend their money on through airtime. The purpose of this study is to give the possible clients the facts placed in front of them as well as educate them as to where our target is going and the possibilities of gathering our target audience to their place of business.
Consumer behavior will come into play in the study, since part of the goal is to gather information on the needs and wants of the consumer, or radio listener. Analysis of behavior is more difficult to determine, because the data collected is based on values and personal judgment. Little data collected will be concrete, since the student will be revealing based on opinions, not facts. However, opinions sometimes hold strong enough to reach a borderline to fact.
Scope of the Study
The study was a descriptive design with an emphasis on the listening preferences of college students. Data was acquired as to which brand of music, or radio format, is most appealing to college students, such as alternative, rock, country, R&B, etc.
Also, data was collected regarding the basic needs of the students as well as the distances they wished to travel to acquire their needs. Other gatherings included the desired radio format, amount of interest in the radio, impact of personalities, and several shopping tastes the student has.
Analysis of the location of the target, how often they listen to the radio, what time they listened to the radio, and traveling distance, both overall and for necessities, were acquired to gain a general knowledge of the target market.
The main source of the study was through conducting a survey. A survey was offered randomly to college students on the campus of the University of Nevada-Reno. The sampling was nonprobability-random, because of the nature of the issuance of the surveys. However, coverage was broad, because the survey was issued to students ranging from freshman to senior. After the survey was conducted, a total of 57 surveys were collected. The information from the surveys included questions such as their listening preferences, time of day they listen to the radio, amount of time spent listening to the radio, and where they spend the most amount of time listening to the radio,...
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