ABSTRACT
Five basic methods were used by the listener research section, and it is possible to assess the contrasting purposes and techniques involved and the information produced. Each method had something to tell about the listening population and, invariably, even the least scientific survey revealed much of social interest as well as valuable raw material for the programme planners. In fact a control group was employed to check that the sample was broadly representative. Fortunately the virtual identity of the variety-loving public with the radio audience as a whole meant that a large response from volunteers was achieved and the Listener Research Section was able to weight the sample according to age, sex, region and social class with much greater freedom than expected. American influence was strongly impressed on the British market. Firms engaged in research by the opinion poll method included Gallup and Crossley from the United States. They were first employed by the two European rivals broadcasting to Britain.
