Music and perceptual research at the radio station level
Ratings are not the only
research radio stations use.
The following sections contain explanations and references
regarding "in house" research used to determine and refine
programming or
to determine a station's format options
The Graphics above link to several providers of research
used by radio stations.
When a station wants to determine and verify what
the right... and wrong... songs are, a music test is
conducted.
New technologies include web-based testing. Often, a
person may be recruited and then given the option of
attending a test or completing it online.
Most perceptual research involves interviewing
individuals alone or in small groups. This may be
done via focus groups of 8 to 12 people, one on one
interviews or phone questionnaires. Large perceptual
projects may be done online or by phone with several
hundred persons.
Callout is a techique used to test small batches of
songs, usually very current ones, via the phone.
Originally done from call centers like the one
pictured, such testing is done online after a
respndent is recruited.
