ABSTRACT
This chapter provides management with a one-to-one look at how people perceive their radio station. It focusses groups have been used for many purposes, including testing ad copy, improving station marketing themes, and learning listener attitudes about a station's programming and personalities. Qualitative research of this kind uncovers in-depth views and insights that are impossible to detect in nose-counting, quantitative research. The chapter provides sales information for sales department and marketing people. The reports from focus group interviews can help the salespeople profile listeners more clearly for business decision makers. In the research was conducted only by research firms specialized in qualitative analyses from focused-interview studies and ad agencies that had facilities to accommodate focus groups. There is a way of focus groups can make positive creative contributions to a product or service being offered by radio station. Focus group members usually are prequalified. They generally represent attractive niche demographics.
