New Radio Station in Athens

1
New Radio Station in Athens!!!

• Prepared by
• Alison Mayle
• Sarah Radke
• David Turner

2
Introduction

• Students seemed dissatisfied with current radio
  stations
• Market Research Problem
• If students wanted a new station
• What would make a station successful
• Surveys to Undergraduate Students

3
Research Methodology

• The population is 16,200
• Our sample size is 170 students
• It consists of undergraduates
• We decided to survey the students at
• Uptown
• Charles J. Ping Center
• Dining Halls

4
Research Methodology

• Approximated variability that students would say
  yes to the station
• 65
• 6 error and 90 confidence level

5
Research Objectives

• Objective 1Who listens?
• Objective 2What station do they listen to now?
• Objective 3Why do they listen?

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Research Objectives

• Objective 4When do they listen?
• Objective 5How satisfied are they?
• Objective 6What kind of music do they like?
• Objective 7What programs do they want?

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Respondents Profile

• 41 Males
• 59 Females
• 36 Freshmen
• 22 Sophomores
• 24 Juniors
• 18 Seniors

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Objective 1Who listens?

• There is no difference between males and females
  listening hours to the radio
• Independent samples T-Test
• T-sig.. .347
• Accept Ho. There is no difference.
• There is no difference in school rank
• ANOVA
• F-sig.. .083
• Accept Ho. There is no difference

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Objective 2What do they listen to on the Radio

• Top Three Stations in the Area
• Power 105 75
• ACRN 48
• The Bear 31

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Objective 2(continued)

• There is an association with students choice of
  music and their top radio station
• Chi-squared Test
• Sig.. .001
• Reject the null

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Objective 3Why Do They Listen?

• Why do students listen to their top choice?
• 71 - Type of music played
• 49 - Music variety
• 13 - Prize giveaways
• 11 Radio Personalities
• 2 Talk Programs
• 19 Other

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Objective 4When do they listen?

• What time of day students listen to the radio?
• 37 at night
• 36 in the afternoon
• 27 in the morning

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Objective 4(continued)

• How long do students listen to the radio?

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Objective 4(continued)

• There is an association between favorite type of
  music and hours a day they listen?
• Chi-squared test
• Sig. .022
• Reject the null

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Objective 5How Satisfied Are They?

• Satisfaction level of current radio stations(1-5
  scale, 1 being very satisfied)
• Power 105 2.66 The River 2.67
• The Bear 2.73 ACRN 2.64
• NPR 1.90 WSEO 3.50
• WHOK 3.00 Other 2.79

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Objective 5(continued)

• Number of students who want a new radio station

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Objective 5(continued)

• We found that the assumed percentage(65) is less
  than the actual percentage(67.3-80.8)
• One sample T-test
• T-sig. .008
• Reject the null
• We are 95 confident

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Objective 6What kind of music do they like?

• We found that the most popular music is rock

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Objective 7What programs/ promotions do they
want?

• Of the students who want a new station in Athens
• 66 Student/Guest Disc Jockeys
• 61 Sponsored Concerts
• 54 Top 8 at 800
• 48 Prize Vans/Giveaways
• 44 Music Dedications

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Limitations

• The Questionnaire
• Some respondents do not listen to the radio
• The top three stations
• Missing music types
• Missing stations

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Limitations(continued)

• Respondents
• Rushed responses
• Missing data
• More females than males

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Conclusions and Recommendations

• Majority of students ant a new station to come to
  Athens
• New station should not worry about pleasing one
  gender
• The current top three competitors
• Power 105
• ACRN
• The Bear

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Conclusions and Recommendations

• Concentrate on type of music played and music
  variety
• Afternoons and nights are the main listening
  times for students
• Heavy promotion for the new station since
  listening times for students are low

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Conclusions and Recommendations

• A new station should cater to students main
  listening choices
• Rock
• Alternative
• Rap

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Conclusions and Recommendations

• A new station should also have these extras
• Student/guest disc jockeys
• Sponsored Concerts
• Top 8 at 800
• Prize Vans/Giveaways
• Music Dedications

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Good luck!!!!!!