RESEARCH
5
MARKET AND MUSIC RESEARCH
In this chapter, we look at the role that market research plays in the mission and operation of a radio station. Smart programmers need every bit of information they can lay their hands on to assemble a winning combination. I have no fundamental problem with any sort of research to develop a plan. I do disagree with many aspects of modern radio research companies. It’s not their fault. They really do gather, collate, and distribute information for use by radio stations. Ultimately, however, they are all sellers of products; therefore, my greatest disagreements lie in:
1. What to research?
2. How to go about it?
3. What role does research play in decision making?
4. What other interests does the research company ...
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