Advertising Research 103.7 The Gator Advertising Research

Transcription

Advertising Research
103.7 The Gator
Advertising Research
ADV3500 Section 11E5
Raven Brown
Emily Cardinal
Holly Hayes
Lauren Manges
Kenia Potosme
Phoebe Stephens
Megan Young
Friday, December 4, 2015
Table of Contents
Executive Summary……………………………………………………………………
4
Project 1: Secondary Research …………………………………………………………
5-18
Situation Analysis………………………………………………………………………
6-14
Industry Analysis…………………………………………………………………
Company Analysis………………………………………………………………
Product/Brand Analysis……………………………………………………………
6
7-8
9
Competitive Analysis……………………………………………………………
10
Consumer Analysis………………………………………………………………
11-12
Macro-Environmental Analysis…………………………………………………
13-14
SWOT……………………………………………………………………………………
15
Opportunity Recommendation…………………………………………………………
16
Research Problem Statement……………………………………………………………
17
Proposed Questions for Qualitative Research…………………………………………
18
Project 2: Qualitative Research ………………………………………………………
19-31
Introduction ..............................................................................................................
20
Problem Statement ....................................................................................................
21
Research Objectives .................................................................................................
22
Research Method .......................................................................................................
23-26
Justifications ....................................................................................................
23
Procedures ....................................................................................................
23-24
Instruments ....................................................................................................
24-25
Participants ....................................................................................................
25-26
Findings ......................................................................................................................
26-30
Future (Quantitative) Research ...............................................................................
30-31
2
Project 3: Quantitative Research ………………………………………………………
32-47
Introduction ..............................................................................................................
33
Problem Statement ....................................................................................................
34
Research Objectives .................................................................................................
35
Concepts of Interest .................................................................................................
36
Research Method .......................................................................................................
37-39
Justifications ....................................................................................................
37
Procedures ....................................................................................................
37
Instruments ....................................................................................................
38-39
Participants ....................................................................................................
39
Findings ......................................................................................................................
40-44
Research Conclusions ...............................................................................
45-47
Appendices .................................................................................................................
48-72
Bibliography………………………………………………………………………
48-50
Qualitative Recruitment Screener ..........................................................................
51
Qualitative Consent Form .....................................................................................
52
Moderator Guide ..............................................................................................
53-56
Qualitative Client’s Presentation for Nov 2. 2015 .................................................
57-58
Cognitive Map .................................................................................................
59
Video Link ......................................................................................................
60
Focus Group Transcripts ...............................................................................
60-64
Quantitative Consent Form .........................................................................
65
Quantitative Recruitment Screener ....................................................................
66
Blank Survey Questionnaire ...................................................................................
67-68
Graphs and Charts .................................................................................................
79-70
Quantitative Client’s Presentation for Nov 30. 2015 .............................................
71-72
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Executive Summary
The following summary investigates the challenges of 103.7 The Gator becoming the top
country music radio station in Marion and Alachua counties. The 4Front Agency conducted
secondary, qualitative, and quantitative research, in order to determine habits of listenership of
college students (18-24). The purpose of this report was to understand the brand and its current
audience, to uncover information and insights from sample populations of the target audience, to
justify the need for future research, and to develop a foundation of knowledge of facts,
information, and representative data on which to successfully increase listenership in the future.
WRUF 103.7 The Gator is a country music radio station operated by the University of
Florida’s College of Journalism and Communications. With radio talk shows, live streaming of
sporting coverage, broadcast and online streaming of contemporary country music, and
impressive giveaways and promotions, 103.7 the Gator has established themselves as the number
one station in Alachua county, but struggle to stay competitive in Marion county. Threats to
current and future success include competition within the local market and against nation-wide
music streaming services and brand awareness.
The 4Front Agency conducted secondary research, a focus group to obtain qualitative
responses, and administered an online survey to gather quantitative data. The 4Front Agency
hopes to analyze the target audience’s habits and formulate informed conclusions and strategies
to present to the client. With the data that was collected, the following report was compiled in
order to give reliable recommendations to WRUF 103.7 the Gator to analyze and address the
threats to their listenership, as well as build a foundation on which to base future research and
strategies on.
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PROJECT 1: SECONDARY RESEARCH
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Situation Analysis
Industry Analysis:
Locally operated radio stations broadcast programs for a specific target audience within a
specified market, therefore their performance is dependent on the audience and advertising
revenue. By the 2008 recession, radio broadcasters were competing with podcasts, MP3 players,
and online radio. The radio industry struggled when advertisers began making budget cuts,
which disturbed the industry’s economic performance. The industry’s reach is now expanding
due to the incorporation of digital signals that improve the quality and strength of the radio
transmission. The radio audience has also increased because of the use of mobile devices, which
are now able to receive digital signals. According to IBIS World Industry Report 51511, 47% of
survey respondents have listened to online radio within the last month. This has made the radio
industry to become an attractive platform for advertisers.
Sirius XM Radio Inc. has a market share of 21.8%, iHeartMedia Inc. has a market share
of 16.3%, Cumulus Media Inc. has a market share of 6.8%, and CBS Corporation has a market
share of 6.1%. These four together generate about 51.1% of the $19.8 billion revenue; therefore
they are able to charge premium rates to advertisers because they control half the radio industry.
It is predicted that within the next five years, the industry’s largest broadcaster will increase their
market concentration.
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Situation Analysis
Company Analysis:
WRUF-FM (Radio University of Florida) was established in 1948 as North Central
Florida’s only FM radio station. WRUF-FM initially played classical however by the 1970’s it
transition to play disco music, which received positive feedback from students at the University
of Florida. In the early 1980s, WRUF-FM became “Rock 104” and remained an alternative rock
station until 2010 (Central FL Radio, 2010). The station would transition from rock to country
music in order to become Gainesville’s only country radio station. According to Randy Wright,
the executive director of UF’s multimedia properties, the country station would appeal to a
broader audience and help ensure the economic viability of the radio station for decades to come,
therefore WRUF-FM became WRUF 103.7 The Gator.
The University of Florida obtained a broadcasting license in 1985 for WRUF-FM, which
will expire February 1, 2020. The broadcasting license allows the station to operate a commercial
FM station. The broadcasting station is located in the College of Journalism and
Communications at the University of Florida and the antenna is located in Devil’s Millhopper.
According to the University of Florida, The Gator is a highly rated 100,000-watt station that
provides listeners with a contemporary country format. The station ranks in the top five of all
stations in the Gainesville-Ocala market (Division of Multimedia Properties, 2015). WRUF
103.7 The Gator is owned and operated by the College of Journalism and Communications;
which falls in one-of-seven broadcasting station within the Division of Multimedia Properties,
which was created to provide students the opportunity to gain hands-on experience with
broadcasting.
The Gator provides listeners with contemporary country music and programs from
various show hosts, who contribute to the station’s personality. The station offer listeners
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numerous opportunities to win contests and prizes. Some of these prizes include lunch, giftcards, and tickets to concerts, games or other seasonal and special events. The Gator hosts and
promotes many local businesses and events in order to stayed involved and connected with the
community. On the website, visitors can find a list of local events and submit information on an
upcoming event under the “Gator Gatherings & Events” page. The Gator also promotes safety
messages within the community by providing hurricane safety measures and links to the
Sheriff's’ offices of Alachua and Marion County, as a way to be socially responsible to the city
of Gainesville.
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Situation Analysis
Product/Brand Analysis:
WRUF 103.7 The Gator is a country music radio station that provides new and enjoyable
country music to listeners in Alachua and Marion Counties, specifically in the cities of
Gainesville and Ocala. WRUF 103.7 The Gator is a family-friendly, community-minded, and
easily accessible radio station that plays the most enjoyable country music for its audience. As
the #1 country station in the area, The Gator provides more than a listening experience to its
audience. With nationally acclaimed hosts, athletics coverage, and a personal touch, they provide
a local presence that people want to be a part of. For no cost to the public, 103.7 The Gator
provides easy listening, free online streaming, athletics coverage, and amazing prize giveaways
everyday. The Gator hosts promotions including Gator Café Lunchtime Giveaway offering
restaurant gift certificates on their website, the Thursday Ticket Window contest to allow
listeners to call in to win sporting or concert tickets, and other various call-in contests. In
addition to numerous promotions, 103.7 the Gator advertises their station through print media,
across all social media platforms, in person at local events, on the radio itself, and through
outdoor media, such as billboards and signs on public transportation.
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Situation Analysis
Competitive Analysis:
WRUF 103.7 largest direct competitor in the country music radio station category is
102.3 WTRS. This station is located in Ocala and while WRUF 103.7 is the leading country
station in Marion County (according to the client), WRUF comes in 2nd in the Ocala market.
This station is considered a direct competitor because it broadcasts country music, offers contest
and similar radio host personalities, and they also reach the same market as our client.
WTRS 102.3, which is our client’s main direct competitor, is the highest performing
country music station in the Gainesville-Ocala market. They have programs such as talk shows
and other entertainment shows that are geared towards their consumers in the peak hours of the
radio drive time. Their effective Radio power is about 50,000 Watts and their coverage ranges
from Starke, FL to Bayonet Point, FL (radio-locator, 2015). WTRS 102.3 has used online banner
ads, billboards and radio commercials as forms of advertising in the past (1023mycountry.com,
2015).
The Gator is a commercial radio station; offer free entertainment to their listeners.
However, indirect competitors such as Pandora and Spotify provide music for the same target
market. Pandora and Spotify are not considered traditional stations, but they offer free musicflow for consumers via commercial station. These platforms allow listeners to personalize and
narrowcast the types of music they want to listen to. These types of stations advertise often
during their music stream, but they offer consumers the option to subscribed go ‘premium’ in
order to avoid these advertisements. Both of these competitors appeal to all ages of people, but
they have captured the interest of millennials the most.
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Situation Analysis
Consumer Analysis:
When asked the question, “If you could only listen to one genre of music for the rest of
your life, what would it be?” Internet users chose country as the number-two answer closely
following pop at the top of the list (Statista, 2012). Another Statista study done in 2012 showed
country as the top favorite music genre at 27.6% with pop trailing at a measly 18.8%. Country
music has been a favorite of music lovers for decades, but targeting country music stations to
younger generations, such as that of millennials, has proven to be more of a challenge.
According to the BillboardBiz website, a study done by the Country Music Association in
2010 showed that the average listener of country music is 45 years old with 2.3 children. It goes
on to say that 20% of the listeners are in the 45-54 year old age bracket, while there is only 13%
in the 18-24 year old age range (BillboardBiz, 2011). Statistics like these tend to pose a problem
for country radio stations, such as 103.7 The Gator at the University of Florida, who want to
target more millennials, like students, to listen to their station. With the current audience
primarily consisting of middle-aged people since Ocala and Gainesville combined have a large
population of that age, 103.7 The Gator wants to appeal more towards the college student age as
well since the station is a big part of the UF campus.
People in the millennial generation were born between the years 1982 and 2004 (The
Atlantic, 2014). Targeting millennials is a concept a lot of companies are just learning to grasp.
Millennials have grown up multitasking and are generally involved with a second screen while
watching TV (MarketResearch, 2012). When asked to describe themselves, millennials are most
likely to say that they are responsible, hardworking, family-oriented and independent (Mintel,
2015). Research shows that radio is in fact important to them, and women in that age range are
the more avid radio listeners (MarketResearch, 2012). Internet radio and iPods are also among
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the ways millennials listen to music, which could be a problem for radio stations trying to get
listeners through radios or their websites online.
A Statista study done in 2015 shows that millennials only listen to the radio on average
686 minutes during the week compared to 825 minutes for generation X and 906 minutes for
baby boomers. Millennials are more likely spending their time on social media or using other
ways to listen to music rather than turning on the radio. Although it is still a part of their lives,
it’s not as relevant as it was to the baby boomers or the generation X population.
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Situation Analysis
Macro-Environmental Analysis:
Within the age group 18-24, Males account for 51.4% of the population, compared to
Females 48.8% (Brown & Washton, 2010, p. 50). It is important to consider, that females in this
age group are attending college more than male (Brown & Washton, 2010, p. 58); therefore
103.7 the Gator needs consider this factor when targeting college students.
People in our target market are very social beings; they love feeling part of a community,
they are more likely to use the Internet to socialize and meet others, additionally, they will use
the Internet as primary source of entertainment (Brown & Washton, 2010, p. 101). WRUF 103.7
the Gator can tap into this social media user ship with our target market because they thrive on
social media and also love attending music festival since they like the onsite experience and livein-the moment ambience (Natarajan, 2014).
Millennials 18-24 said “When in car I always listen to the radio” 47%, which is lowest
number compare to other age groups. (Brown & Washton, 2010, p. 129). According to Nielsen
(Nielsen, 2014) study demonstrates that 65.2 million millennials use radio each week. They can
be reached weekly by radio, with about 11.5 hours spent listening to radio each week. The top
day part is the afternoon drive from 3PM-7PM, with country being the number one music
format. WRUF 103.7 the Gator has a good leverage by being in the country music radio industry.
Technology is the core of their generation identity, with nearly all owning a smart-phone
(Brown & Washton, 2010, p. 108). This device is used for daily life, listening to music, being
social, playing games etc... They have adopted streaming music from their smartphone
(Natarajan, 2014) while using mobile applications such as Pandora, Spotify, SoundCloud,
iHeartRadio and iTunes Radio. WRUF 103.7 the Gator has a mobile app, that can deliver quality
music from their smart phones.
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According to Wells Fargo economic outlook (2015), Florida’s economic recovery
continues to outperform the US and is growing firmly. Throughout the state, tourism and
hospitality are fueling the in-state economy in the sectors of entertainment, retail and restaurants.
Additionally, partnership with institutions and universities, along with high quality of life are
drawing in high-tech fields (STEM, life science, healthcare etc.) to see Florida as a favorable
state in the areas of education and workforce development. With regards to the broadcasting
economy in Florida, according to Wood & Pool Economics, Inc. (2011) television impacts
Florida with $51.27 billion annually, compared to Radio $25.72 billion. This data demonstrate
that Television has 50.17% economic advantage over Radio. Additionally, the data show that the
number of local commercial stations in Florida is 78 for Television and 480 for Radio. This data
demonstrate that the local Radio industry is oversaturated about 6.15X more than local
Television broadcasting.
Relating economics to millennial consumers, they are more likely to spend money
without thinking, while valuing the importance of paying with a debit card (Brown & Washton,
2010, p. 68). They enjoy freebies as they respond highly to contests and competitions because of
the incentive being offered from the manufacturer or from the contest’ host (Brown & Washton,
2010, p. 86). WRUF 103.7 the Gator has an opportunity to appeal our target market, because
they do amazing giveaways such as concert tickets, lunchtime gift cards and more.
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SWOT
Strengths
• WRUF is Gainesville’s only country music radio station.
• WRUF is ranked in the top 5 of all stations in the Gainesville-Ocala market.
• The Gator has unique show hosts that give WRUF it’s personality.
• WRUF is very listener interactive; The Gator offers many contests and prizes on a daily
and weekly basis and Millennials respond well to freebies and contests.
• WRUF has an intense community involvement.
• The Gator Website has offers a list of community events to keep its listeners up-to-date
within the community.
• The Gator promotes safety messages and are socially responsible to the city of
Gainesville.
• WRUF broadcasts University of Florida basketball, baseball, and football games each
week.
Weaknesses
• WRUF was faced with the problem of budget cuts disturbing the economic performance
of radio.
• WRUF is faced with the problem of trying to target country music to Millennials.
• WRUF is faced with the problem that the average country radio station listener is aged
45-54.
Opportunities
• WRUF has an opportunity because locally operated radio stations broadcast for specific
target markets and performance is dependent on this.
• WRUF has an opportunity because of digital devices and their ability to receive digital
signals that increases the radio audiences.
• WRUF has an opportunity because online radio is becoming more popular and
advertisers are using this as a platform
• WRUF has an opportunity because according to Statista, Internet users chose country to
be the 2nd choice of a genre they would want to listen to for the rest of their lives.
• WRUF has an opportunity because radio is important to Millennials.
• WRUF has an opportunity because Country is the most listened too in the afternoon drive
time from 3-7PM.
Threats
• Radio stations are competing with online streaming and music playing devices, causing
less radio listening.
• WRUF has two direct competitors in the country music radio station category, both
stations located in the Ocala market.
• WRUF has indirect competitors such as Pandora, Spotify, YouTube and iPods.
• WRUF is faced with a problem because Millennials spend less time listening to radio
than any other age group.
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Opportunity Recommendation
To target the Millennial age group, WRUF- The Gator is going to capitalize on the fact
that Millennials respond well to freebies and contests and continue to use these incentives as a
way to draw in more Millennial listeners. WRUF will need to continue to increase their
promotional giveaways and aim many of them directly to the millennial listener. These contests
and promotions will also enhance the community efforts of The Gator and make them that much
more of a credible, community-connected radio station. We suggest that the contests and freebies
be broadcasted during the afternoon hours from 3PM-7PM. From research it was found that this
time is the most listened to time for radio, specifically country radio. Another opportunity for
WRUF to attract millennial listeners is through their online radio app. Millennials spends more
time on the Internet and social media than any other age group. With this app The Gator will be
able to reach a larger amount of millennial listeners. The app will be promoted through social
media platforms that are popular amongst Millennials. The online radio station brings
Millennials the opportunity to listen to the station without having to own a traditional radio set.
These recommendations will enhance the millennial listening group at WRUF.
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Research Problem Statement
The problem is that WRUF 103.7 The Gator is not performing too well in the competitive
segment of country music radio station in the Gainesville-Ocala market. The client needs
information and knowledge about the potential audience in order to come up with effective
strategies in terms of how to make them choose 103.7 The Gator as their number one choice for
country music. WRUF 103.7 The Gator needs to keep an interesting and relevant appeal to their
consumers in order to expand their advertising strategy in the right direction. Primary research is
needed to provide this information, because the value of information obtained from research is
greater than the cost of research; and the cost of making the wrong decision when solely relying
on judgment is unaffordable. WRUF 103.7 The Gator needs specific and qualitative answers
from the 18-24 year old target market about their listening patterns, attitudes about country
music radio and the viability of them choosing WRUF 103.7 The Gator as their number one
choice for country music now or on the future. These needs can be satisfied with a focus group
and research questionnaire.
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Proposed Questions for Qualitative Research
1. When are you more likely to listen to the Radio, and why?
2. What is your primary platform for listening to music and why?
3. What was your first experience or encounter with country music?
4. What is something in particular you find enjoyable about country music and why?
5. How do you feel country music help shapes your identity?
6. Do you prefer new country songs or classic country?
7. What is your favorite country music artist/group and why?
8. What is your favorite or all time favorite country song and why?
9. Have you listen to country music your whole life, if not when and why did you
transition? (And from what music genre did you transition).
10. What is your initial exposure to listening to a new song or artist?
11. What is your opinion and feelings about country music being mainstreamed?
12. How do you use social media to connect and show your interest about the country music
industry?
13. What is your opinion and feelings about radio personality hosting shows?
14. How connected do you feel to WRUF The Gator, since it’s the university based radio
station?
15. What kind of programs would like WRUF The Gator to provide?
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PROJECT 2: QUALITATIVE RESEARCH
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Qualitative Introduction
Prior to the present stage of qualitative research, our group conducted a large amount of
secondary research from various sources. We put together a situation analysis, product/brand
analysis, competitive analysis, consumer analysis and macro-environmental analysis on the topic
of 103.7 The Gator. Our group gathered information on each area and made it into a report that
could be presented to the client.
Primarily focusing on the consumer analysis since 103.7 The Gator is targeting more
listeners, millennials are one of the hardest groups of people to reach for radio because of the
inherent amount of smartphones in their everyday lives. Millennials in particular are always on
their phones, whether for social media, Internet radio or almost anything else. A specific problem
for 103.7 The Gator is their indirect competitors, such as Spotify and Pandora, which are being
chosen over listening to radio stations. Although the average age of a country music listener is 45
years old, country music is one of the top choices of music genres from the millennial
generation. They are just repeatedly choosing to listen to it on their own apps and devices instead
of tuning into the radio.
The target market for this research is, as stated before, the millennial generation,
particularly University of Florida students between the ages of 18-24. Because 103.7 The Gator
is located on campus, we want to specifically target them to get their feedback as to why or why
they don’t listen to the radio station. Since millennials are known to be on their phones for the
majority of the day while multitasking with other screens and activities, we want to fully
understand as best as we can what will make them tune into 103.7 The Gator, whether it be from
their phone or their car radio.
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Problem Statement
The problem is that WRUF 103.7 The Gator is not performing as well in the competitive
choice for country music now or on the future. Some of these needs were satisfied with a focus
group and further survey questionnaire will provide more insights among a larger population
size.
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Research Objectives
When hoping to develop new suggestions for 103.7 The Gator to increase listenership,
we chose to use qualitative research to gather our findings. Qualitative research was best for our
situation because it focuses on the attitudes and motivations of individuals. These types of
observations are what 103.7 The Gator needs in order to reach the audience they are hoping to
gain. Qualitative research is typically exploratory in nature and therefore allows for more
insights and opinions, which is exactly what was needed from our sample profile. We were able
to gather a small number of individuals and get first-hand observations and information about
their knowledge, opinions, and suggestions regarding 103.7 The Gator. The insights that we
gained from our qualitative research will be helpful in developing further research for the radio
station. By conducting this qualitative research we were able to gather useful information
regarding consumers and 103.7 The Gator that we would not have been able to obtain from any
other form of research.
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Research Methods
Justification:
We chose to conduct a focus group to obtain our qualitative research. A focus group was
the best method for our study because we wanted to have a focused discussion of a group of
chosen participants that was led by a moderator. This type of study is the most common in
advertising research and we knew we would be able to obtain accurate and useable data from it.
Since focus groups tend to be used for new product idea generation, as well as product
positioning and perceptions, this seemed like the only logical format for our research regarding
103.7 The Gator. Focus groups are time efficient and less costly than the alternative, in-depth
interviews. Since we were working on a schedule and had a low budget, we knew that
conducting the focus group would be the most ideal way of collecting our qualitative data. Focus
groups allow for an interesting group dynamic that we needed in order to gain true insight into
the opinions of country music listeners. We had to figure out the thoughts that came with 103.7
The Gator brand, and how listeners truly felt about this radio station. Focus groups allow for the
moderator to ask prompting questions that give us access into the participants’ thoughts and
opinions regarding the station. Since a focus group has multiple participants, we were able to
obtain many different views and ideas, which allowed us to gain real knowledge that we
otherwise would not have been able to gather.
Procedures:
On October 23rd at 12:30pm, our focus group began. This was the only focus group
conducted and there were 9 participants present. The focus group itself was conducted within a
private room at the Marston Library located on the University of Florida’s campus for the
participants’ convenience. The focus group began by the moderator welcoming the participants
and thanking them for taking the time to be there. The focus group lasted a duration of
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approximately 45 minutes and consisted of several prompted questions from the moderator to the
participants including, when did they most often listen to music, what platform did they use most
often, when did they start listening to country music, etc. Because the questions seemed to be
very clear to the participants, their answers were mostly very to the point and there wasn’t much
discussion amongst the participants themselves. When some people did not voice opinions the
moderator tried to prompt them to do such. All while the moderator was keeping the group
talking there was also a videographer present recording all the participants’ responses as well as
a note taker jotting down key information. Near the end of the focus group the participants were
asked to download and interact with the country 103.7 the gator app. The participants were
allotted time to just interact with the app without any interruptions and then the moderator
chimed in to start discussions about the app including topics such as what they generally thought
of the app and what suggestions they might make. Once all the necessary questions were asked
and discussions concluded the moderator thank the participants once again for their time and
they were then given some special snacks as a further thanks for their help with gathering key
information for 103.7 the gator.
Instruments:
The instruments that we used for our research methods were the recruitment screener,
consent form and moderator guide. We developed a pre-screener of a few questions to ask our
subjects before the focus group that consisted of “Do you enjoy country music or do you
frequently listen to country music radio stations?” We also asked them if they were between the
ages of 18-24 because that is our projected target market. We used this pre-screener in order to
make sure that the people in our focus group were representative of our target market in order to
obtain more accurate data. We also used a consent form for the participants to sign at the focus
group allowing us to use quotes and videotape the participants. The moderator guide was also
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used to help the moderator stay on task and ask the right questions that we came up with. We
also added information about our research objectives so that the moderator could inform our
participants about the purpose of our study. Regarding the questions of the moderator guide, we
were trying to find out their opinions, attitudes and listening patterns of country music and
country music radio. We asked them questions about the industry/product class such as “when
are you more likely to listen to the radio”. We also, asked consumer perceptions questions such
as “how would you describe your favorite country music artist to your friends?” and Product’s
brand questions such as “if you were sitting with the marketing team, what suggestions would
you make for this logo to appeal to college students?” All of these questions helped us gained
insights and a better understanding of our target market, with concepts to further investigate.
Participants:
We recruited undergraduate students at the University of Florida that are our
acquaintances and friends, due to the time constraints of the class project and availability of
moderator, videographer, and note taker’s scheduling. Students who were interested in
participating in the focus group completed a short screener that provided important information
regarding majors and country music preference. These responses allowed us to determine which
students were eligible to participate.
A total of nine students, age 20-22, participated: five females and four males. Eight
students are Caucasian/white and one student is African American. The mean age of the
participants is 20.9. Eight of our participants are originally from Florida, while one is from
Pennsylvania. The students’ majors include education, agricultural operations management,
political science and criminology, history, family youth and community sciences, business
management, criminology, natural resources conservation, and industrial and systems
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engineering. All of the students enjoy listening to a variety of music genres, but overall favor
country music.
Findings
Findings Overview:
This focus group session was held in order to find out the attitudes, feelings and behavior
towards country music radio from the perspective of our target market; college student 18-24.
Overall most participants seemed to want to provide us with their opinions on country music
radio, others were not as open. Especially when we asked sensitive questions, the participants as
a group were reluctant to answer. For example, when we asked them “how did country music
help shape their identity, style or friends?” the group did not answered, and their body language
appeared uncomfortable to the question. Through our research, we were able to find some
important findings such as; everyone in our focus group listens to Pandora as their number one
choice for music, they’re more likely to listen to music on a smart phone or computer than
traditional platforms, and they enjoy classic country more than modern country. With regards to
brand image and brand awareness, everyone in our focus group were aware of 103.7 the Gator
radio station, however, many of them did not know what type of programs, contest and
promotions they offer, since they are light listeners to the Gator, and would occasionally listen in
their car. During our focus group, we asked the participants to download the 103.7 the Gator
application to test the app and sample the live broadcast. Overall, the app was not appealing to
the participants, because they are very use to Pandora’s features and interface; comparing to
Pandora the Gator app fails to provide the minimal functions (pause, CD cover, current
artist/song playing, etc..). The participants seems to have a strong negative reaction towards the
app and the features it’s missing, so we concluded that behavior towards using the app is very
low.
26
Based on secondary research, we found out that millennials are heavy users of mobile
applications and technology; therefore, by directing our questions towards the technological
usage of the Gator app, we believe that it could appeal to our target market, if the application
features were updated to match their needs. Unlike Pandora, the Gator app has a unique position
of being a live broadcasting radio station that is connected to the Gainesville community. This
radio station can offer news and sports updates, in addition to local sweepstakes and contest that
Pandora simply cannot compete with. We decided to focus our findings presentation (Nov 2,
2015) on the app, because most of the reaction, attitudes and opinions we got from the focus
group were the strongest indicator of dissatisfaction, than with the other questions we asked.
Clearly, millennials feel very technologically savvy and this app did not meet their expectations.
Themes:
Positive responses to listening to radio.
College students 18-24 will most likely listen to the radio when they’re sitting for long
period of time. This can happen when students are studying or driving back home from school or
commuting back to their hometown, since most students in UF are from different parts of
Florida. “Usually when I’m in my car because I’m sitting in place for a long period of time”. “I listen to Pandora
when I’m studying, I don’t know, if that’s a kind of radio”.
Positive responses to listening to commercial radio.
While subscribing to Pandora radio, college students 18-24 reacted positively when asked
if they paid for subscription or listen to the commercials on Pandora. They all said they don’t pay
for the Pandora premium subscription, possibly because they are limited by their college budget.
And generally were ok with listening to the commercials. Collectively, they all said “No, don’t pay, yes
listen to commercials”.
27
Positive responses to recollecting their first encounter with country music.
Overall, participants were very excited to share with the group the reason why they
started listening to country music. Most of them heard it growing up because their parents would
play it on the radio; others heard it until they came to college. “When my dad would drive me to school,
in elementary, he would have the local country station on and listen to Shania Twain and it stuck” laughs…“I kinda
just grew up with it”. “In college, when I went to Rascal Flatts concert freshman year, they’re not too country, but
they’re kinda there, it was what started me”.
Positive responses to the country music genre.
Most of the participants agreed that they all enjoy country music and found it more
enjoyable because of the lyrical content and light-hearted sound. “Usually the stories, they’re not
something re****d, there’s content to the songs”. “It depends on the mood, like if your just listening to music you
listen to country, but if you want to go out, you listen to rap”.
Different responses to their feelings of modern country/pop.
The men in our group had strong dislikes towards modern country/pop. They showed
signs of hostility towards the question, where the women in the group were more accepting of
the modern country/pop being mainstreamed. Even though, some did not like certain artist
switching. Men “I don’t like it”. “Classic stuff is better, obviously”. Women “some of its okay”. “I got mad at
Taylor swift for making the transition to pop”.
Positive responses to classic country.
Overall, majority of the group like classic country rather than modern country. We
believe this correspond to having the background of their parent’s introducing them to country
music at a younger age. “I like Eric Church” – his songs are relatable, story telling, drinking fun, its fun, yea”.
“I like George Strait, because hes like the king of country, hes a role model for a lot of other artist, and he tells good
stories” .
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Negative responses towards talk show host.
Collectively, the focus group answer “how do you feel about talk show host” with nonverbal cues. Many of them nodded their head from side to side (no), as signs they didn’t like talk
shows. They avoided telling us what were the true feelings of talk show host. Even when a
follow up question, “you wouldn’t rather hear about people talk about their days, or tell jokes
and stuff” Everyone nodded no, and some said “stream music”.
Negative responses towards 103.7 the Gator logo.
The 103.7 The Gator logo did not appeal to the UF college students. They believed the
colors were not UF’s true colors and the logo didn’t match the stations name. “Not right color of
logo seems like a lighter orange, so like Tennessee orange. And a darker blue so like Auburn”. “Instead of the
guitar, switch to a gator of background”.
Negative reaction towards the Gator App.
Overall, the participants seemed frustrated with the 103.7 The Gator app since some of
the functions (buy, favorite, playlist) did not work. And there was no clear pause button, and
other features that were promised (CD cover, lyrics, artist/song showing) were not visible.
In the session, the app took a really long time to play the music, since the whole time it
played commercials. The participants were showing signs of being annoyed as they muted their
devices to not listen to the commercials. “Play button to not accidentally open it up, so it doesn’t scream at
you”. “Not a playlist, if you cant listen to if later”. “Still has not played music. Just commercials”. “Seems like
empty, missing icon in my screen”. “On twitter icon nothing since 2013, not updated”. “Cannot see CD cover, even
though the app said it can”.
***Cognitive map at the appendices.
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Additional Comments:
We have to acknowledge that there was some bias in our focus group with regards to
participant selection. Due to time constraints, we did not recruit participants based on random
sample selection, since we asked our friends as a favor (who were among the target market and
enjoy listening to country music). This affected our study in a way, because our selection was not
truly represented of the UF student population.
Additionally, since this was our first focus group, there are a few things we could have
improved on for the future. The moderator, the note-taker, and the videographer were not experts
in the assigned task, so with more practice, all of these skills would have been explored more and
perfected. However, we believe that everyone did a good job for their first focus group and we
were able to get some insights about the attitudes, opinions and behavior of our target market. If
we would have conducted a second focus group, we believe we could have found out even more
insights about country music radio.
Future (Quantitative) Research
Based on the qualitative research findings, there are some different opportunities
available to continue into quantitative research now. Consisting of mainly surveys and
experiments, quantitative research is something that can be really useful, especially on a college
campus like the University of Florida. For example, surveys are something that are fairly easy to
administer to willing participants. They can be handed out in areas of high traffic, in hopes of
people taking and returning them, or given out in classrooms. Another type of quantitative
research technique would be experiments, which could be set up around campus. People could be
given the choice to take part in an offer from an Internet radio app, such as Spotify or Pandora,
or from 103.7 The Gator. Ideally, students who enjoy country music would be the ones partaking
30
in this quantitative research, so that 103.7 The Gator can have some insight into what makes UF
students interested in radio and what they can do to improve their station to fit their preferences.
An insight that could merit more investigation is that the students we interviewed in our
focus group don’t feel personally connected to 103.7 The Gator as UF students. Since the
country radio station is located on campus and has the university mascot in the description, we
would investigate more into what could be done differently to make students feel like that they
can associate with the station more personally. Another insight we could research further could
be why almost all of our participants chose Pandora over Spotify. Since those two music apps are
indirect competitors to 103.7 The Gator, the station may want to look to these to see why people
prefer them to other apps. 103.7 The Gator may also want to focus on the unique benefits of their
own app and build on those to create a difference from Pandora and Spotify to make people want
to use it more frequently. Additionally, if the app get revamp to have distinctive features such as
tweet to request a song or a rewards system based on amount users listen, will also drive the
increase use of the application. These findings would be beneficial to 103.7 The Gator moving
forward as a company targeting millennials going to UF.
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PROJECT 3: QUANTITATIVE RESEARCH
32
Quantitative Introduction
For the final stage of our project we needed to conduct quantitative research. In order to
get the best and least biased results, we created a survey using Qualtrics software and sent the
link out to friends and family via social media platforms (i.e. Facebook, Twitter,) e-mails and
text messages. We maintained the same problem statement from our prior project stages and
elaborated on some of our research objectives. We received feedback from a total of 99 survey
participants and recorded our findings and research conclusions to present to the client.
The main focus of the survey was consumer feelings towards 103.7 The Gator, country music as
a whole and commercial broadcasting. The Gator is targeting millennials within and around the
University of Florida community. From prior qualitative research we found that The Gator had
an opportunity to reach the millennial target market through sweepstakes, promotional events
and giveaways. We wanted to further our knowledge by gaining more insight into the listeners’
behaviors and feelings in an effort to come up with potential ad campaign for the client.
103.7 The Gator wants to increase listenership and gain more community involvement
from millennials. We proposed a potential ad campaign that would benefit The Gator in gaining
loyal listeners and boosting their listenership and community involvement. We found that
millennials listen to radio typically in their cars during the afternoon hours and most prefer “bro
country.” The Gator can capitalize on this and present their giveaways and sweepstakes during
these hours in order to reach the millennial market that they are wanting.
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Problem Statement
The problem is that WRUF 103.7 The Gator is not performing as well in the competitive
choice for country music now or on the future. These needs were satisfied with a focus group and
an online survey questionnaire.
34
Quantitative Research Objectives
With an attempt to increase listenership in Alachua and Marion counties, 4Front Agency
conducted quantitative research for 103.7 the Gator. We surveyed a sample portion of the
University of Florida student body. With questions referencing their listening habits, we aimed to
prove or disprove the themes found while conducting a focus group for qualitative research. The
quantitative research method, online survey, was used. This method allowed for structured,
generalized answers that are easily adapted into mathematical statistics. The ease of response
allowed us to gather responses quickly and easily. The specific themes in question throughout
the survey included “positive responses to listening to the radio,” “positive responses to listening
to commercial radio,” “positive responses to country music radio,” “positive responses to
listening to classic country,” “different responses to modern country/pop,” and “negative
responses to the Gator app.” By conducting quantitative research the ForeFront Agency sought
deeper insights into the listening habits of a specific target audience of 103.7 The Gator in order
to compliment our previous qualitative research. The results that we obtained would then be used
in addition to all other research to help 103.7 The Gator to increase listenership across Marion
and Alachua counties in the future.
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Concepts of Interest
We designed the survey questionnaire to further investigate a variety of themes that were
discovered through qualitative research. These themes were observational hypotheses based on
the participants’ responses during the focus group. We chose to further investigate these themes
because we felt they indicated potential opportunity for 103.7 The Gator to improve its
listenership. The themes are as follows:
1) Positive responses to listening to the radio: College students tend to listen to the radio
when they are sitting for long periods of time (i.e. studying, driving/commuting).
2) Positive responses to listening to commercial radio: All of the participants indicated that
they often listen to music on Pandora, but none of them pay for the premium
subscription, forcing them to listen to commercials. They were generally okay with
listening to the commercials.
3) Positive responses to the country music genre: Most of the participants agreed that they
all enjoy country music and found the lyrical content and light-hearted sound enjoyable.
4) Positive responses to listening to classic country: The majority of the group preferred
classic country rather than modern country. This corresponds with being introduced to
the genre at a young age; revealing that they would listen to classic country while their
parents drove them to school. We believe that listening to classic country in the car is still
a habit among our target market.
5) Different responses to modern country/pop: The men in the focus group strongly disliked
modern country/pop, while the women were more accepting of the modern country/pop
genre being mainstreamed.
6) Negative responses to the Gator app: The participants used the app for the first time
during the focus group. They were frustrated with the 103.7 The Gator app, because some
of the functions (buy, favorite, playlist) did not work. Other promised features (CD cover,
lyrics, artist/song showing) were not visible. The app also lacked a clear pause button.
36
Quantitative Research Method
Justification:
For our research method we chose to do an online web survey. We used Qualtrics survey
software to formulate a survey of 21 questions. The survey had nominal level, ordinal level,
interval level and likert scale questions. The online web survey was the best method for our
research mainly because of convenience. Web surveys are convenient for the respondent as well
as the researcher, since we were able to see all of results on the software. Web surveys are also
inexpensive and time-efficient. The survey took respondents any where from 5-7 minutes and 99
people participated in and completed our survey. The online survey is also best because it is easy
to create and distribute. We were able to send the online web survey link to participants via email, Facebook statuses and text messages.
Procedures:
The survey created consisted of 21 questions in total; two pre-screen questions, 15
content questions based off themes from focus group, and four demographic questions. When a
respondent started the survey they had to answer the two pre-screen questions before they could
proceed any longer. These questions specifically indicated whether the participants listened to
country music and if they were a student at the University of Florida. If the participant did not
say yes to both or either of these questions they were directed immediately to the end of the
survey and thanked for their participation. This kept it so the only data collected came from
viable sources. The questionnaire itself was released online through various social media
platforms and through specific groups each of the members of this team are apart of on campus
to ensure that it reached a wide scope of University of Florida students. The questionnaire took
about 5 minutes or less for each participant to complete. Over 100 participants answered the
questionnaire and of those responses 99 were qualified and used in our findings.
37
Instruments:
The survey consisted of an informed consent form followed by various questions. Prior to
beginning the survey, each participant read the informed consent form. This form discussed the
purpose of the research study, the participant's contribution and rights, and contact information if
additional information was desired. By continuing to the first question, the respondent
voluntarily agreed to participate in the procedure, which was specified at the end of the form.
The informed consent form was followed by two pre-screener dichotomous questions: 1) Do you
listen to country music? Yes or No; 2) Are you a student at the University of Florida? Yes or No.
If the respondent answered “No” to either question, they were sent to the end of the survey. This
allowed us filter out the ineligible participants with easy-to-answer questions, as we only wanted
country music listeners who attend the University of Florida.
The 15 content questions that followed the two pre-screener questions were organized by
theme. The findings of the focus group provided our team with various themes, which we chose
to further investigate in our quantitative research. The themes included: 1) positive responses to
listening to the radio; 2) positive responses to listening to commercial radio; 3) positive
responses to country music genre; 4) positive responses to listening to classic country; 5)
different responses to modern country/pop; 6) negative responses to The Gator mobile app. The
results of the survey either validated or rejected these themes.
The content questions consisted of a variety of nominal, ordinal, and interval level
questions, which were organized in a balanced and simple manner for the respondents. The 12
nominal level questions consisted of dichotomous, multiple choice, and checklist questions. We
chose to primarily use nominal level questions because respondents preferred short,
straightforward questions, while they continued to provide important data. The survey also
38
consisted of one ordinal level question (rank order) and two interval level questions (likert scale
and semantic differential). The rank order question asked participants to rank the country genres
listed from most favorite to least favorite. The five-point likert scale question asked participants
to best indicate their degree of agreement towards various statements regarding radio and
commercial breaks. The three-point semantic differential question asked participants to indicate
which of the opposing traits listed they felt best applied to 103.7 The Gator. Although slightly
more complex for respondents, these questions provided a deeper understanding of the target
market's’ preferences. The survey concluded with four multiple-choice demographic questions.
Participants:
Due to the client’s needs, our participants needed to be millennial-aged students at the
University of Florida who do listen to country music. We used Facebook to distribute the survey
because our secondary research indicated that Millennials are heavy users of social media, and it
was the most efficient method of distribution. The survey link was posted on personal profiles,
extracurricular activity pages, and other University of Florida pages. The pre-screener questions
in the survey further guaranteed that we only received data from the eligible participants.
We received over 100 responses, 99 of those being eligible for data analysis. The majority of
participants were ages 18-22 (97%), while 2% were 23-26 and 1% was over 27. Out of the 99
respondents, 91 were female and 8 were male. For marital status, 95% indicated they were
single/never married, 2% were living with their partner, and 3% chose not to answer. For
ethnicity, 82% of respondents were White, 14% were Hispanic, 2% were African American, and
2% selected other.
39
Quantitative Findings
Findings Overview:
The following findings validate or reject our themes discovered from our focus group
study. These concepts of interest are positive responses to listening to the radio, positive
responses to listening to commercial radio, positive responses to country music genre, positive
reposes to listening to classic country, different responses to modern country/pop and negative
responses to 103.7 the Gator app. This larger population sample of 99 respondents gave us more
overview of the attitude, behavior and opinions of our target market. However, there were some
limitations to consider, first our survey was distributed among social profiles/groups that had
more female representation than males, so this created a selection bias. Additionally, with
regards to the Gator app, we failed to anticipate different possibilities of answers, and missed out
on an opportunity to further explore this theme. Overall, we have a good idea of what genre of
country, what times and when they listen to country music and country music radio. We believe
these findings are accurate and supportive to implement effective brand and advertising
strategies.
Themes:
Positive responses to listening to the radio
From our respondents, we found out that they 80% of them answered ‘Yes’ that they
listen to country music radio. We were curious if gender had a relationship to their vote,
therefore we used chi-square test because the variables of Gender and Voting Yes/No were
nominal. Therefore we concluded that Females are more likely to vote ‘yes’, that they listen to
country music radio, while males were more likely to vote ‘no’. However, the relationship
between gender and voting was not statistically significant at .05 level (χ² = 16.212, df = 1).
Thus, gender and voting are independent of each other.
40
On the survey, we asked our respondents to check all the times when they are more likely
to listen to country music radio. We observed statistical frequencies to determine the most
frequent time part. Based on Figure 1, our target market (Millennials 18-24) will most likely tune
in to the country music radio during 4pm-7pm, with 66 respondents selecting this time part. The
second time part is during 10am-3pm, with 54 respondents selecting this time part; followed by
8pm-11pm, with 37 respondents selecting this time part. Keep in mind, that this was a ‘check all’
question, so it’s a possibility that similar respondents selected these three time parts. Both of
these results validate our theme “Positive responses to listening to the radio”, because it shows
that our target market (Millennials 18-24, who listen to country music) are listening to country
music radio and they have a high indicator of the times when they will listen to the country
music radio.
Positive responses to listening to commercial radio
When asked, “if they actively listen to commercials on the radio,” Females were 78%
more likely to not active listen to commercials, while Males were 87.5% more likely to not
actively listen to commercials According to Figure 2.
The respondents were asked how much they agree or disagree with the following
statements: “I change the radio station when I feel commercial breaks are too long”, 64% of the
respondents strong agree, admit that they partake this action. And “I do not like listening to
commercials on the radio”, 56% of respondents strongly agreed. We applied the frequency test to
find out the distribution, mean, median, and mode for both of these questions. The first quartile is
at (4) agree, the interquartile is at (5) strongly agree and the third quartile is at (5) strongly agree
for both these questions. The mode was (5) strongly agree and the median was also (5) strongly
agree for both these questions. For “I change the radio station when I feel commercial breaks are
41
too long” responses (μ =4.55) agree. The normal distribution with the (sd= 0.733), which
signifies that the data points are close to the mean. For “I do not like listening to commercials on
the radio” responses (μ =4.39) agree. The normal distribution with the (sd = 0.83), which
signifies that the data points are close to the mean.
We calculated the Pearson rho, because we were interested in the relationship between
two scale variables. For both of these questions, the data had similar symmetry via normal
distribution. The relationship between “Changing radio station when commercial breaks are too
long” and “I do not like listening to commercials on the radio” is direct and very strong (Pearson
r= .901). This test rejects the theme “Positive responses to commercial radio”, because it shows
that our target market has strong negative feelings/responses to commercial radio.
Positive responses to country music genre
We wanted to find out how many hours our target market listens to country music, so we
found out that on average, they listen for about 2-3 hours. However, the amount of hours that
was the most common among respondents was 1-2 hours. The distribution has a normal curve,
with (sd = 1.96), which indicates that the data is more spread out, due to the fact that there were
respondents who listen to country music more than 3 hours.
We asked our respondents to check all activities they are doing while listening to country
music. We found out that 96% of respondents listen to country music while driving; followed by
tailgating 69%, hanging out 59%, studying 45%, exercising 29% and other 6% Figure 3. We
concluded that these two findings validate our theme; “positive response to country music
genre”, because there is a strong indicator that for 2-3 hours a day, our target market will listen to
country music, particularly while driving or being social with friends; thus making them a
desirable audience to broadcast during the afternoon hours.
42
Positive responses to listening to classic country and Different responses to modern
country/pop
We wanted to find out what genre of country our target market preferred; we found out
that on a ranking scale, Bro Country was ranked as most favorite, followed by Pop Country as 2nd
choice, Country Rock as 3rd choice, Classic Country as 4th choice, Country Rap as 5th choice and
Bluegrass/Folk as least favorite. We concluded that since our target market, enjoys social outings
such as tailgating or hanging out with friends, this confirms that Bro Country and Pop Country
will be among the top genres preferred, since these genres offer a lively, fun and upbeat tune,
which is perfect for the occasion. This however rejects both themes of “positive responses to
listening to classic country”, because classic country wasn’t ranked as favorite, such as the focus
group claimed. Additionally, this also rejects the theme “different responses to modern
country/pop”, because pop country was ranked 2nd choice and Bro Country is modern. In the
focus group, the male participants had strong dislike towards this genre where women were more
accepting of it. Since majority of our survey respondents were female, we believe that this may
have created some selection bias.
Findings on the Gator and Negative responses to the Gator app
We investigated 103.7 the Gator broadcasting awareness, where we found out that 86%
have heard of radio station, with 78% of the respondents claimed to listen to the Gator. However,
when it came time to identify the key traits that represents the Gator on a 3pt sematic scale, out
of the 4/5 categories (commercial breaks, music variety, talk shows, promotional giveaways)
more than 50% of respondent seems to indicate the neutral choice, leading us to the conclusion
that they are not active listeners to the Gator. Additionally, on 1/5 categories (commercial
length), 50% of respondents indicated that the commercials are too long, leading us to the
43
conclusion that they change the station once commercials start playing. With regards to how they
listen to the Gator, we asked them to pick the mediums they listen to the Gator, 4% listen online
website, 96% listen via car radio and 0% do not use the mobile application. This validates our
theme “negative responses to the Gator app”, however, we must report questionnaire error since
we did not anticipate the (zero possibility) of application usage, where we missed the
opportunity, to find the reasons why our target market does not listen via the mobile application.
44
Research Conclusions
Knowing from secondary research that millennials spend more time on the Internet and
social media than any other age group really helped to give us more insight on how to direct
103.7 The Gator in appealing more to them, specifically students of the University of Florida,
and in what ways to do so. We focused on remodeling their current app to draw students to
listen to the station in that way. Another thing we found from secondary research is that the
primary listening time, especially for country music, is from 3pm-7pm on weekdays when
people are driving. We decided that 103.7 The Gator should capitalize on this time to primarily
advertise events and giveaways that would appeal to students. From experience, we found that
students love getting free things, as most are on a tight college budget, so if they hear about free
things during prime driving hours, they are more likely to act on that knowledge.
For qualitative research, we found that everyone who participated in our focus group
listened to Pandora as his or her primary music app and prefer listening to music on their phone
or computer as opposed to traditional methods, such as the radio. All of the participants knew of
103.7 The Gator and most were listeners of it while in the car. After showing them the current
app for 103.7 The Gator, they overall didn’t like it and had many ideas of how to improve it,
such as being able to pause the station and seeing the album covers and information about each
song as it is playing. They also would like a feature that allows them to save certain songs that
they like to a playlist where they can listen to it later at their convenience.
As far as quantitative research goes, we conducted a survey that produced the following
results: 80% of the participants listen to country music radio, 84% of them listen using their car
radio and 96% listen to country music in general while driving. Bro Country and Country Pop
were the most preferred genres over Bluegrass/Folk and Country Rap. Most participants showed
a negative response to commercials played on the station with 64% of them changing the station
45
when commercial breaks are too long. We also found that none of the participants of the survey
have used the 103.7 The Gator app to listen to the station, which caused us to reconsider our
focus of recommendation for The Gator.
The findings of this research helped us to determine our client’s current situation as well
as give them strategies that they can use to improve the station. After finding out that a very
small amount of, if any, people use the current app to listen to 103.7 The Gator. This gave us the
idea to redirect the attention from the app to instead striving to have a more lively presence on
the UF campus in order to make students feel like they identify with The Gator on a more
personal level. We believe that if The Gator was on campus more often playing music or giving
away free things, students would be more excited to listen to the station as well as tell other
people about it.
Because our research showed such low numbers for students that use the mobile app, we
concluded that 103.7 the Gator’s best option would be to focus more on bringing a more lively
presence to the University of Florida campus. While our research findings in regards to the
mobile app showed that the app has very few users, we still found that millennials spend a
majority of their free time on the Internet and on social media sites. Increasing the presence of
103.7 The Gator on social media sites would be a great way for the station to increase awareness
and also their presence with the students of UF. We recommend that The Gator strive to create a
connection between the students of UF and the radio station. By increasing this connection,
students will feel tied to the radio station and it will increase the chance of them tuning in, not
only for music but also for Gator sports and other talk shows.
By focusing on creating a more lively presence on campus that is rooted in connection
with the students, this will allow our client to allocate their expenditures more effectively.
46
Through increasing awareness and familiarity of 103.7 The Gator on campus, country music
listeners will choose The Gator as their number one country music station because of their
commitment to their listeners and community involvement.
We also came up with a positioning statement for 103.7 The Gator for them to increase
their listeners on a daily basis. For college-age students at the University of Florida ages 18-24,
103.7 The Gator is the number one country music station in Gainesville that delivers a variety of
types of country music and also acts as a great connection to the Gainesville community because
only 103.7 The Gator is rooted in the University of Florida and being located on campus has a
great connection with the students.
47
Appendices
Bibliography
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Gen-Y Adults, Packaged Facts. Retrieved September 28, 2015, from
http://academic.marketresearch.com/product/display.asp?productid=2661911&curl=&sur
l=%2Fsearch%2Fresults%2Easp%3Fprid%3D827557796%26query%3Dmillennials%2B
%26cmdgo%3DGo&view=toc&prid=827557796
Bump, P. (2014, March 25). Here is When Each Generation Begins and Ends, According to
Facts. Retrieved September 30, 2015, from
http://www.theatlantic.com/national/archive/2014/03/here-is-when-each-generation-begin
s-and-ends-according-to-facts/359589/
Division of Multimedia Properties. (2015, September 18). Retrieved October 1, 2015, from
http://www.jou.ufl.edu/media/division-of-multimedia-properties/
Facebook: 103.7 the Gator. Facebook. (2015). Retrieved October 2, 2015, from
https://www.facebook.com/1037thegator
FM Query Results (n.d). Retrieved October 1, 2015, from
https://transition.fcc.gov/fcc-bin/fmq?call=WRUF-FM
FCC Info Results. (2015). Retrieved October 1, 2015, from
http://www.fccinfo.com/CMDProEngine.php?sCurrentService=FM&tabSearchType=Ap
pl&sAppIDNumber=81156
Hackett, V. (2011, June 8). New Statistics About Country Music Fans Revealed at Billboard
Country Summit. Retrieved September 30, 2015, from
http://www.billboard.com/biz/articles/country/1177554/new-statistics-about-country-mus
ic-fans-revealed-at-billboard-country
History of WRUF-FM 103.7 Gainesville. (2010). Retrieved October 2, 2015, from
http://www.cflradio.net/103.7_WRUF_FM.htm
Millennials in the U.S. (2012, April 23). MarketResearch Web. Retrieved September 30, 2015,
from
http://academic.marketresearch.com/product/display.asp?productid=6912998&curl=&sur
l=/search/results.asp?prid=827557796&query=millennials+in+the+us&cmdgo=Go&view
=toc&prid=827557796
Millennial Perceptions. (2015, February 1) Mintel Web. Retrieved September 30, 2015 from
http://academic.mintel.com/display/730156/
Natarajan, V (2014), Millennials & Music, Part 1: How the Millennial Consumer is changing the
Music Industry, Retrieved September 28, 2015, from
http://feed.fm/the-millennial-consumer-and-the-music-industry/
48
Nielsen (2014). It’s a new millennial: tuning in to Gen Y’s Listeners, Retrieved September 29,
2015, from
http://www.nielsen.com/us/en/insights/news/2014/its-a-new-millennial-tuning-in-togeneration-ys-listeners.html
Nielsen Audio. (2015). Weekly time spent listening to the radio in the United States in 1st
quarter of 2015, by demographic group (in minutes). Statista Web. Retrieved September
30, 2015, from http://www.statista.com/statistics/415325/time-spent-listening-radio-usby-demographic-group/
NPD Group. (n.d). Favorite music genres in the United States in 2011 and 2012. In Statista Web.
Retrieved September 30, 2015, from
http://www.statista.com/statistics/253915/favorite-music-genres-in-the-us/.
On Air - 1023 My Country - Country with Attitude - Ocala/Gainesville. (n.d.). Retrieved October
4, 2015, from http://1023mycountry.com/personalities/steph
Petrillo, N. (2015, April 1). IBISWorld Industry Report 51511 - Radio Broadcasting in the US.
Retrieved October 2, 2015, from
http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=1258
Radio Ratings Gainesville-Ocala (2015). Retrieved October 1, 2015, from
http://ratings.radio-online.com/cgi-bin/rol.exe/arb550
Radio-Locator.com. (n.d.). Retrieved October 4, 2015, from
http://radio-locator.com/cgi-bin/pat?call=WTRS&service=FM&status=L&hours=U
Scott, C. “History of the Radio Industry in the United States to 1940′′. EH.Net Encyclopedia,
edited by Whaples, R. (2008, March 26). Retrieved October 1, 2015, from
http://eh.net/encyclopedia/the-history-of-the-radio-industry-in-the-united-states-to-1940/
Stage of Life. (n.d.). If you could only listen to one genre of music for the rest of your life, what
would it be?. Statista Web. Retrieved September 30, 2015, from
http://www.statista.com/statistics/245743/preferred-music-genres-among-teenagers-inthe-us/.
The Gator WRUF 103.7 Website (2015) Retrieved October 2, 2015, from
http://www.country1037thegator.com/index.php
Wells Fargo: Vitner, M; Wolf, M; Moehring, A (2015). Wells Fargo Present Florida Economic
Outlook. Retrieved October 1, 2015, from
https://www08.wellsfargomedia.com/downloads/pdf/com/insights/economics/regionalreports/FL_Economic_Outlook_03202015.pdf
49
Woods & Poole Economics, Inc. (2011). An Analysis of the Importance of Commercial Local
Radio and Television Broadcasting to the United States Economy, p.17. Retrieved
October 1, 2015, from
http://www.nab.org/documents/newsRoom/pdfs/062011_economic_analysis.pdf
50
Recruitment Screener for Qualitative Research:
DIRECTIONS TO RECRUITER: You are recruiting students at the University of Florida for one
focus group. The group meeting time is Friday, October 23 at 12:30 p.m.
SCREENER:
Hello, we are 4Front Agency from Advertising Research. Can we please ask you just a few
questions as part of a marketing research study? All of your answers are confidential, and I
assure you that I am not selling anything.
51
Consent Form for Qualitative Research:
Informed Consent
Please read this consent document carefully before you decide to participate in this study!
Purpose of the research study
The purpose of this focus group is to determine your response to the local country radio station 103.7 The
Gator in comparison to other listening experiences.
What you will be asked to do in the study
You will participate in a focus group discussion. You will be asked to discuss some media consumption
experience, specifically your habits in regards to listening to local radio. You will be asked to download
an app on your smartphone and test the product.
Time required
The focus group discussion will take approximately 30 minutes to an hour to complete.
Risks and Benefits
There are no direct benefits to participants. There is no potential risk associated with participation in this
study.
Compensation
For doing this study, you will be rewarded with snacks including Publix cookies.
Confidentiality
Your identity will be kept confidential to the extent provided by law. Your information will be assigned a
code number. Your name will not be used in any report. This information will only be used for class and
will not be publicized.
Voluntary participation
Your participation in this study is completely voluntary. There is no penalty for not participating. You
have the right to decide not to take part in the study. You also have the right not to answer a question.
Right to withdraw from the study
You have the right to withdraw from the study at anytime without consequence.
Who to contact if you have questions about the study
Please contact Mr. Wu, Doctoral Student in the Department of Advertising in the College of Journalism at
the University of Florida, if you have any further questions.
Agreement:
I have read the procedure described above. I voluntarily agree to participate in the procedure and I have
received a copy of this description.
Participant: ______________________________________ Date: _________________
Principal Investigator: _____________________________ Date: _________________
52
Moderator Guide:
Objective/ Informational Needs
The main purpose of our primary qualitative research is the need to understand the different
belief, attitudes and preference of college students ages 18-24 with regards to country music
radio stations. We at 4Front Agency believe that gaining more knowledge of this specific
audience will allow us to effectively and efficiently target this market. Getting insights about
WRUF The Gator (brand image) and programing influence over the Gainesville market will aid
the impact on our campaign efforts.
Moderator Guidelines
1- Welcome participants and introduce the focus group moderator and extra personnel
(camera person and note taker). Thank them for taking the time to participate in our
study.
2- Make sure every participant has filled out the Pre-Screened Questionnaire and is qualified
to participate in our study.
3- Make sure that the participants read and sign the Informed Consent Form and give them a
copy for their records.
4- This session will last about 45-60 minutes, however you can leave at any time. If you any
questions, comments or concerns please contact Mr. Wu or any of the members from our
class.
5- Use provided questions as a guide, but listen actively to the participants as they may
provide additional insights, feelings or opinions regarding our study.
6- Remain unbiased, neutral in body language and responses when asking a question.
7- Stay neutral in feedback (say “Okay,” “Mhm” or “I see” as statements when a respondent
answers a question, and avoid nodding your head).
8- Do not force those who are quiet to speak, but be inclusive of everyone in the group as
they can provide essential information.
9- Try to discourage a participant from leading all the conversations. (Switch it off by
addressing different sides in order to get a rotation of conversation).
10- Stay focused on the participants; avoid using phones (except for when downloading and
sampling the WRUF The Gator App). *Ask them to put their phones away after
completing this task.
53
Discussion Guide
Introduction:
Hello my name is _______________. Thank you for taking time out of your busy schedule to
participate in our focus group study. This study is a part of our research project for Advertising
Research (ADV3500) at the University of Florida. I will be the discussion moderator today and
this is _______________ on camera and _______________ as note taker. They will be assisting
me today.
Purpose:
The purpose of this study is to gain audience insight on your feelings, opinions and motivation
when listening to country music radio. You have been selected because you are all college
students between the ages of 18-24, and you all said you enjoy listening to country music.
Discussion Group Rules:
For the next hour, I will be asking you questions about country music radio. There are no right or
wrong answers, so please feel free to contribute your feelings, opinions and motivation about
country music radio for our conversation.
Everyone is encouraged to talk, so please talk one at a time in a loud, clear voice. Avoid any side
conversations or external distractions. During this study, we will ask you to download an app and
sample it on your phone. But for the most part, please turn off all cell phones, until time is
needed to access it. Please be respectful and courteous of the group.
This is a safe space, and all your answers will be keep confidential and private. If you feel
uncomfortable at any time, please feel free to leave from the session.
Ice Breaker
Take a few minutes to get to know the person sitting next to you. Find out their name, major and
their spirit animal. (You’ll be introducing him/her to the group.)
Platform
(Platforms are Cellphones, Traditional Radio, MP3s, TV, Laptops/Tablets etc..)
1. [Straight forward/Structural] Describe all the different platform you use to listen to music
on a daily basis?
a. Probing: [Straight forward/Direct Factual] what are the most important aspects of
these platforms?
54
2. [Straight forward/Structural] How would you evaluate your favorite music platform?
a. Probing: [Straight forward/Direct Factual] what attracts you to use this music
platform?
Industry/Product Class
3. [Straight Forward/Direct Factual] When are you more likely to listen to the radio?
4. [Straight Forward/Direct Factual] What radio stations have you listen to the most in the
past six months?
a. Probing: [Straight forward/Direct Factual] what attracts you to listen to these
stations?
5. [Straight forward/Direct Factual] How do you use social media to connect and show your
interest about the country music industry? 6. [Elaboration/Grand Tour] Tell me about the first time you listen to country music. Start at
the time when you first heard it, what were your motives and feelings for seeking and
listening to this genre?
a. Probing: [Straight forward/Direct Factual] Have you listened to country music
your whole life? If not, when and why did you transition? And from what music
genre did you transition?
7. [Projective/Sentence Completion] When you listen to country music, it’s because
___________.
8. [Projective/ Role-playing] How do college students view the country music industry?
9. [Third Person] Others who I’ve talk to, say that country music is too soft and boring.
What do you think about this point of view?
Consumer Perceptions
10. [Straight forward/Structural] How would you describe your favorite country music artist
to your friends?
11. [Straight forward/Structural] What are all the different ways country music has shape
your identity? 12. [Elaboration/Hypothetical] Imagine that you were asked to join one country music artist
or group for a private concert. Who would be this artist or group be and why? Describe
the feelings you would have.
13. [Straight Forward/Direct Factual] What is something in particular you find enjoyable
about country music and why?
55
14. [Straight Forward/Direct Factual] Do you prefer new country songs or classic country
songs and why?
Brand
15. [Projection/Stimulus-Sample] At this time, please take out your smart phone and
download an open “Country 103.7 The Gator” app. Spend a few minutes exploring the
app; describe what were you initial thoughts when you got the app?
a. Probing: [Elaboration/Idealization] The Gator Radio app allows for easy to use
and fast live streaming. How does the Gator Radio app match with your ideal
music app? Is there any benefits missing?
16. [Projective/ Role-playing] How connected do you think college students feel towards
103.7 The Gator, since it’s the university-based radio station?
17. [Elaboration/Idealization] What are the ideal programs that 103.7 The Gator should
provide?
18. [Elaboration/Hypothetical] This is the current logo for Country 103.7 The Gator. If you
were sitting with the marketing team, what suggestions would you make for this logo to
appeal to college students (18-24)?
19. [Straight Forward/Direct Factual] What is your opinion and feelings about a radio
personality hosting shows and talk shows? ( Do you like/dislike, love/hate it; what are
your feelings about talk shows and why?)
20. [Straight Forward/Structural] What are all the features that would increase your
likelihood of tuning into 103.7 The Gator?
56
Supplemental Materials:
Client Presentation on Nov. 2, 2015
57
58
Cognitive Map:
59
Focus Group Transcripts:
Link: https://youtu.be/avoMS-UxaRY
When are you more likely to listen to the radio? And why?
-“Usually when I’m in my car because I’m sitting in place for a long period of time”
-“car, driving home”
“I listen to Pandora when I’m studying, I don’t know if that’s a kind of radio”
What is your primary platform for listening to the radio?
-“I listen on my phone”
-“Computers”
what’s Preference b/w or iTunes music or Spotify…?
“all Pandora… laughed” **strong emotion of indication they’re enjoy listening to Pandora
*so everyone here listens to Pandora?
“everyone nodded head”
do you guys pay for Pandora it or listening to free?
-everyone nodded they use free version of Pandora, listen to commercials
everyone likes country, what was your first experience/encounter with country music
-“I like most genre, I usually skip around music, but in HS when I started driving is when I
listened to country music”
-“when my dad would drive me to school, in elementary, he would have the local country station
on and listen to Shania Twain and it stuck” laughs…
-“I kinda just grew up with it”
-“in college, when I went to Rascal Flatts concert freshman year, they’re not too country, but
they’re kinda there, it was what started me”
Is there something in particular you find enjoyable about country music? Why it makes it
something you want to listen to it?
60
“usually the stories, they’re not something retarded”, there’s content to the songs”
“it depends on the mood, like if your just listening to music you listen to country”, but if you
want to go out, you listen to rap”
How do you feel like country music help shape who you are? Does it adds to your character or
your personality, the way you dress, people you hang out etc…?
“I go line dancing every Friday, so you have to listen to country music”
****seems like a sensitive question, where most of the participants seem uncomfortable to
answer or it did not seem to relate to them.
Do you prefer new country songs or classic?
“it depends on my mood”
Males “older or classic”,
How do you feel about the new modern country/pop?
Men “I don’t like it”
Women “some its okay”
What is your favorite country music artist or group and why?
“I like dolly parker”
“I like Eric Church” – his songs are relatable, story telling, drinking fun, its fun, yea”
“I like Kenny Chesney”
“I like groups better, I guess because of the different dynamic of different voices and stuff like
that”
“ I like George Strait, because he’s like the king of country, he’s a role model for a lot of other
artist, and he tells good stories”
*everyone seem reluctant to answer, at the beginning.
Do you have all time favorite song?”
“friends in low places” by Garth Brooks
*everyone laughed why??
“run by George Strait”
Do you have listen to country your whole life, if not when did you transition to country?
61
“college”
“my dad played it, middle of high school when I started driving I got back”
what other genre would you listen if its not country?
“classic rock”, some nodded in agreement
“classical music”
how do you feel song being mainstreamed, playing some country radio on pop stations?
“it depends on the song” (m)
“classic stuff is better, obviously” (m)
“I got mad at Taylor swift for making the transition to pop”
What is your initial exposure to listen to new country songs?
“on the radio”
***everyone nodded head in agreement.
Do you guys use social media to discover new songs or artist?
**everyone nodded no.
“pop music like Justin Bieber gets posted on social media, but not really country music”
how do you use social media to connect to the music or radio industry?
“concerts, to talk about them and go to them”
“like pages of favorite pgs of country music artist as a way to keep up with them”
“anyone else?
*collective no, throughout the group. *Everyone laughed
what is your opinion about radio host personality hosting radio talk shows?
“I don’t know”
do you listen to people talk, or just stream music?”
-everyone agreed, “stream music”
***strong dislike towards TALK shows!
You wouldn’t rather hear about people talk about their days, or tell jokes and stuff?
-people nodded no
*confirming their strong belief towards disliking talk host shows
Do you know about 103.7 the gator?
*everyone shook head as agreeing they are aware of the radio station
62
Does everyone listen to 103.7 the gator?
Some of the focus group participant listens to the gator. Nodding head and saying “yes”
How connected do you feel to the Gator, since it is a university radio station? Or do you listen to
it because they play music?
“just because they play music” – others agreed
if you could tell 103.7 the gator, what would you change about the way they do things?
*no one answer, and they seemed a little on the edge, since we concluded they don’t listen to
103.7 the gator extensively to know the full programs and different things they offer.
In a week, how often do you listen to the gator?
“2, 3 times a week, for about 20 mins in car”
“pretty good amount”
“as soon as too many commercials play, I change the station”
what would encourage you to listen to the gator? To want to listen them all the time
“maybe less commercials, more random between songs they play”
APP:
What were your intital thoughts right when you open it?
“its so loud”
“d/n fit the iphone 6s, it looks small”
“orientation doesn’t bother me since it can go in the background”
what features would like you life
“play button to not accidently open It up, so it doesn’t scream at you”
“yea, my phone is on silent and so it just started”
how does the app, match up to Pandora? Since you all said you use Pandora?
“you cant skip through thing like in Pandora”
“you can pause it, but not obvious”
“I like the schedule of the people who are coming on”
side buttons play list?
“it says you can make a playlist, but you cant built a playlist on your own”
“what is the buy feature?
“it seems like you can buy the song when playing”
“seems like empty, missing icon in my screen”
63
twitter goes to?
“nothing since 2013, not updated”
if you could change or add something to the app? What would you change?
“different menu screen, different things to do but not clickable”
“c/n see lyrics”
“c/n see CD cover, even though the app said it can”
“not all in sync, not all the options were there, buy, playlist, favorite)
would you guys use the app if the icons work?
“it depends, so if I add a song to the playlist, can I play it whenever or how would it work?”
“not a playlist, if you cant listen to if later”
“its kinda irritating when your in car, and artist/song isn’t showing, and you have to wait to red
light and shazam it or ask Siri, and that takes multiple steps, so if your trying to use your phone
while doing all of that, its not safe”
***APP did not play music for a really long time, participants seemed annoyed that they had
long period of straight commercials and no songs.
“it still has not played music. Just commercials”
*participants seem to hold back of their feelings on the app, as off the focus group our peers said,
they thought the “app sucked, since it was hard to use it and they wouldn’t use it from personal
choice” but did not want to tell the focus group to not hurt our feelings.
If you were siting with the marketing team, what would you change about the logo to appeal to
college students?
“Instead of the guitar, switch to a gator of background”
“Not right color of logo seems like a lighter orange, so like Tennessee orange. And a darker blue
so like Auburn”
What do you think about how big the numbers are to the rest of the logo?
“Yea, I mean the numbers are the most important, because that’s where you go to find the radio
station.
64
Informed Consent Form for Quantitative Research:
Informed Consent
Survey Title: Country Music Radio Survey
Please read this consent document carefully before you decide to participate in this study.
Purpose of the research study: To gather insights into attitudes, beliefs and habits of University of
Florida college students listening to country music radio.
What you will be asked to do in the study: You participate in an online survey to share your opinions
and attitudes towards country music radio. When completing the survey, please remember that there are
no right or wrong answers, and you are free to answer only the questions you wish to.
Time required: About five minutes.
Risks and Benefits: There are no anticipated risks or benefits to you by participating in this study.
Compensation: There is no compensation for participating in this study.
Confidentiality: Your identity will be kept confidential to the extent provided by law. There are no
identifying questions on the survey, and the survey data will be confidential. The results of the data
analysis will be reported in the aggregate by each class team. Survey results will be retained by the class
instructor until the end of fall semester, 2015, after course grades have been submitted. At that time, the
survey data will be erased.
Voluntary participation: Your participation in this study is completely voluntary. There is no penalty
for not participating.
Right to withdraw from the study: You have the right to withdraw from the study at any time without
consequence.
Who to contact if you have questions about the study: Mr. Linwan Wu, Instructor of ADV3500
(section 11E5) within the College of Journalism and Communications at the University of Florida,
linwanwu@ufl.edu.
Agreement
I have read the procedure described above. By clicking “next,” I voluntarily agree to participate in the
procedure.
65
Recruitment Screeners for Quantitative Research:
Do you listen to country music?
- If they answer yes, the participant can continue with the survey questionnaire
- If they answer no, the participant is sent to the end and thanked for their time
Are you a student at the University of Florida?
- If they answer yes, the participant can continue with the survey questionnaire
- If they answer no, the participant is sent to the end and thanked for their time
66
Blank Survey Questionnaire
1. Do you listen to country music? Y/N → skip logic to end of survey
2. Are you a University of Florida student? Y/N → skip logic to end of survey
3. How many hours a week do you spend listening to music?
a. less than 1 hour
b. 1 hour
c. 1.5 to 5 hours
d. 5.5 - 6 hours
e. 6.5 hours or more
4. Do you listen to country music radio? Y/N
5. Do you listen to country radio in your hometown? Y/N
6. When are you most likely to listen to the country radio? Check all that apply.
a. 6 am - 9 am
b. 10 am - 3 pm
c. 4 pm - 7 pm
d. 8 pm - 11 pm
e. 12 am - 5 am
7. How do you listen to country music? Check all that apply
a. car radio
b. Pandora
c. Spotify
d. iTunes/mp3
e. other
8. How many hours a week do you spend listening to country music?
a. less than 1 hour
b. 1 hour
c. 1.5 to 5 hours
d. 5.5 - 6 hours
e. 6.5 hours or more
9. What are you doing while you listen to country music? Check all that apply.
a. driving
b. studying
c. tailgating
d. exercising
e. hanging out
f. other: _____
10. Rank your country genre preference from most favorite to least favorite, to the best of your
abilities. (sorting question)
a. Bluegrass/Folk (Alison Krauss, Dolly Parton, John Denver, Bob Dylan)
b. Bro Country (Luke Bryan, Florida Georgia Line, Chase Rice, Jason Aldean)
c. Pop Country (Miranda Lambert, Carrie Underwood, Zac Brown Band, Rascal Flatts,
Hunter Hayes)
d. Country Rap (Colt Ford, Cowboy Troy, Big Smo)
e. Country Rock (Creedence Clearwater Revival, Eric Church, Alabama, Charlie Daniels
Band)
f. Classic Country (George Strait, Johnny Cash, Hank Williams, Garth Brooks)
11. Do you actively listen to commercial breaks on the radio? Y/N
12. How much would you agree or disagree with the following statements:
a. “I change the radio station when I feel commercial breaks are too long.”
b. “I find out about local/seasonal events through radio.”
67
c. “I find out about local business promotions through radio.”
d. “I attend the events/promotions that I discover through the radio.”
e. “I prefer local advertisements over nation-wide company advertisements.”
f. “I do not like listening to commercials on the radio.”
13. Have you heard of “103.7 The Gator” country radio station? Y/N
14. Do you listen to “103.7 The Gator”? Y/N
15. How do you listen to “103.7 The Gator”? Check all that apply.
a. car radio
b. online
c. mobile app
16. According to the scales below, select the point that reflects the trait that you believe describes
103.7 The Gator.
a. too many commercial breaks _ _ _ _ _ not enough commercial breaks
b. too long of commercial breaks _ _ _ _ _ not long enough commercial breaks
c. too much music variety _ _ _ _ _ not enough music variety
d. too many talk shows _ _ _ _ _ not enough talk shows
e. too many promotions or giveaways _ _ _ _ _ not enough promotions or giveaways
17. What genres do you listen to? Check all that apply. → checklist question
18. What your age?
a. Under 18
b. 18-22
c. 23-26
d. Over 27
18. What gender do you specify with M/F
19. Marital Status
● married
● single/never married
● divorced/separated/widowed
● living with partner
● I do not wish to answer
20. What’s your ethnicity?
● White
● Hispanic
● Black or African American
● Native American or American Indian
● Asian/Pacific Islander
● Other
● I do not wish to answer
68
Graphs and Charts
69
70
Supplemental Materials:
Client Presentation on Nov. 30, 2015
71
72

Advertising Research 103.7 The Gator Advertising Research

Transcription

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