We next conducted psycho demographic research. Who was handed this questionnaire was determined by our initial demographic research to ensure there was no invaild data collected. This demographic research is vital because it determines exactly who we target and how we deliver our show and features to entertain our audience.
How many cars are there in your household?
This question was important for us because it is an indirect way of determining what kind of income a household has, as actually asking can be percieved as rude and also can be innaccurate. For example, a low household income would not be able to support multiple vehicles.
The Y axis shows the amount of people whilst the X axis shows how many cars they own. As you can see most of the people we asked own 3 cars, 56 people. The next closest result is 2 and then 4 cars. This is clear that our target audience have a fairly high income to maintain this many vehicles, therefore they are from the demographic group ABC1.
What do you look for in a news bulletin?
This question was important because it told us what we needed to include within our news flashes to please our target audience, so we didn't bombard them with information they weren't interested in, similarly so we informed them on everything they wanted to know about.
The Y axis shows the amount of people whilst the X shows the options we listed. As you can see only 5 people answered 'none of these' and only 2 answered 'don't listen'. Whereas there was quite an even spread across the other 3 options, news, sports and weather therefore we decided we would have to include these in our bulletins to ensure our target audience are well informed.
Do you recieve EMA?
This question, similar to the amount of cars in the household, is an indirect way of determining the income of a house hold and to confirm the assumption that our target audience are of ABC1 demographic group.
Our results show that 84 people we asked do recieve EMA, whilst 45 people do not. This was expected and although on the face of it does not neccaserily support our claim that our audience are of ABC1 category, people with fairly good incomes can still claim EMA.
Ethnicity?
We asked this question to determine what ethnicity would be listening to us most.
As you can see, the majority of the people we asked are of the white British ethnicity, 123 people, only 3 or 4 people are of other ethnicitys, this does not justify us bringing in a presenter of different ethnicity, or playing other ethnic music.
What radio show features do you enjoy?
We asked people this question to find out what kind of features/elements of a show they enjoy, so that we could have this in mind whilst creating our own content. If we abode by this, we would be almost certain to entertain our audience as our content would be applicable to them.
The options we gave were
- Quizzes/Games
- Music
- Comedy
- Chat/Banter
- Guests
- Soaps
The times to listen to different types of music.
This was a very important question for us because we had previously determined that our audience enjoyed listening to music, we had to discover what kind of music we should play, to entertain them fully. Thus, we conducted a question which listed genres of music, in a table with times of day - The questionnairre participant had to tick boxes so we knew when they enjoyed listening to different types of music, we could then see what the most popular genre/genres were in the morning.
Our results, shown above, prove that the most popular genre of music to, to be listened to in the morning (when our show is broadcast) is pop and indie (19 and 20 people). Therefore when choosing our playlist we must only look at pop and indie music, in order to entertain the majority of our audience. When considering our playlist we may decide to add in one rock song as this was the next most popular with 8 votes.
