Development of Scratch Radio to the Station Manager - Essay Example

?Marketing Research Table of Contents: Serial No. Topic Pg. No Introduction. 2 2 Aim of the study. 2 3 Methodology. 2 4 Summary of Key findings. 45 Conclusions. 5 6 Recommendations. 5 7 Appendices. 6 Table of contents of the Appendices: Serial no. Topic Pg. no. 1 Explanation and justification of the sample design. 6 2 A copy of the questionnaire. 6-7 3 Tables and figure. 8-10 1) Introduction: The purpose of this study is to prepare a research proposal to inform the future development of Scratch Radio to the Station Manager. Scratch Radio is a community and radio station of the student based in Birmingham and was established in 2003 by the students and community in the region of BCU (Birmingham City University). The main objective of the study is to recognize and determine current involvement in Radio Listening amongst BCU undergraduate scholars in the City North campus. It is mainly because there are various competitors for the Scratch Radio as well as it is also very much necessary to identify the thoughts of BCU undergraduate students towards Scratch Radio and its selected competitors. The study includes the questioners’ analysis which will help to identify the current involvement and future development of Scratch Radio. 2) Aim of the Study: Recognize and evaluate current involvement in Radio Listening between BCU undergraduate students on the City North campus. Evaluate the attitudes of BCU undergraduate students towards Scratch Radio and its competitors. 3) Methodology: Thirst for knowledge is the fundamental human condition. Research methodology is the systematic process of exploring knowledge. The research can be conducted in many ways. The methodology of the research is decided in relation to the nature of the study and the type of sample and the data collection. In this study the researcher tries to explore the information about the current involvement in Radio Listening between BCU undergraduate students and also to evaluate the attitudes of BCU undergraduate students towards Scratch Radio. “Methodology is the pathway or an approach to get the needed information by locating the data from different sources which are primary & secondary” (What is Meaning and Definition of Research Methodology? n.d.). In this research paper, the data gathering was done using various research instruments. The research instruments have helped to carry out the interview process and data gathering more easily. The study will be a pilot survey, to test the questionnaire and the survey methods and to generate some exploratory data which may be useful to decision makers of marketing division. Sample size taken to conduct the survey is 20. All the students that took part in the survey are students of BCU undergraduate course in the City North campus. And also this sample survey includes male and female students of each study year. Personal interviews are carried out to collect most significant information from the target audience. The sample size selected was quite enough and useful for this research. The survey was conducted in the same method, but the people interviewed were different. The tools used in this research are really working and useful to carry out a detail study. Questionnaires are one of the ways used to collect information from the target customers to acquire the relevant information. The questionnaires are well planned. Both open ended and closed ended questionnaires are used to collect information. Open ended questionnaires are carried out to acquire the information in the deliberate style. Closed ended questionnaires are used to acquire the information in the single words such as the questionnaires comprises of the YES or NO type questions. “A Questionnaire can be quite inexpensive to administer. Time is also an important resource that questionnaires can maximize” (Stasko & O’Brien n.d.). 4) Summary of the Key Findings: This pilot survey we have conducted has helped to find out the opinions and recommendations of the student listeners of Scratch radio of BCU. The sample size of questionnaires was 20; the questionnaires included 10 different questions. Graphical analysis of the questionnaires used included the appendix part of this paper. 20 questionnaires were given to 20 students, 10 out of 20 students were males and remaining 10 were females. Through the conduction of this survey, we have found out opinions of the student listeners of the Scratch radio. 40% amongst the students were first year students, that makes 8 people out of 20, 30% were second year students and remaining 30% were final year students that make 6 second year students and 6 final year students. 40% of the sample size that used for this survey said that Scratch radio is excellent, 30% said that it is good, 25% said that Scratch radio is average and remaining 5% said answered that Scratch radio is below average. Majority of the student listeners says that Scratch radio has strong competitors, the fact is there are many other radio stations in Birmingham and there is a strong situation of competition. But most of the students in this university are more interested in listening Scratch radio, because all of the students in BCU can become a part of Scratch radio and they are welcoming all kind of volunteering form the campus students. “Scratch radio broadcast 24/7 on campus and online- they are the voice of BCU students” (About Scratch Radio 2010). Majority of the Scratch radio listeners listen radio daily, this shows that inside university the radio has got good number of listeners. Most of them listen to scratch radio during day time, because they will be updated by the latest news and events inside and outside the campus during day time. 40% of the listeners replied that they are more interested in listening programs that are broadcasted on Tuesday. The reason behind this may be Tuesday has more and variety of programs. Sunday has got the lesser listeners while comparing with other days. Although 80% of the Scratch radio listeners are asking for further improvement and modification of the radio station. Scratch radio is unable to broadcast on FM as it does not have a Restricted Service License. This may be the reason for the demand of the listeners to make improvement for the radio station. If Scratch radio is able to broadcast on FM, it would be a milestone for the entire campus and radio station crew. It would also help to increase the strength of the radio station. 5) Conclusion: Scratch Radio is a community and scholar radio station based in Birmingham. But the same time Scratch Radio is not capable to broadcast on FM as it does not have a Restricted Service Licence (RSL). Research proposal is to inform the future growth of Scratch Radio to the Station Manager in order to inform that it is necessary to better understand how Scratch Radio is currently perceived by its student target audience. 6) Recommendations: The survey conducted proves that Scratch radio has got a strong presence in the BCU campus as well as in Birmingham. But this radio station has got a label of college radio station, so the listeners outside the campus may not be that much interested in listening Scratch radio. By broadcasting on FM, Scratch radio could definitely improve their condition and could become stronger. Majority of the listeners likes Scratch radio, and then also they are asking for improvement or modification of Scratch radio. So, the main preference should be given to the listeners/audience. This survey is a pilot survey and sample size used in this survey is very small in numbers. The BCU has got many students and lecturers inside the campus, so further elaborated survey methods could be used to find out the preferences and opinions of listeners/audience of Scratch radio. More sample size could be included and more questions in numbers could be included. By elaborating the operations of Scratch radio, the BCU management authorities could strengthen and enhance the operations of Scratch radio. New and effective marketing plans should be implemented. So that the Scratch radio could be made both social services for the students and when it comes outside the campus this could be used as a profitable business. Appendices: 1) Explanation and Justification of the Sample Design: Research design is mainly framed to classify and investigate different methods for conducting the research and also it occupies taking most suitable judgment associated to the sources from which the information has to be gathered. Research design is an appropriate arrangement of various circumstances and study for the entire data in a way that it intends to connect the significance of intention of the research. Sample size taken to complete the study is 20. It includes both male and female students of each year. This will helps in better identification of the attitude of both female and male students of the campus. And also attitude of the students may vary time to time. So data collection of the students of each year helps to identify current involvement and attitude towards the Scratch Radio. 2) A Copy of the Questionnaire: Name: 1. Indicate your Gender Male Female 2. Year of studying First year Second year Final year 3. What is your opinion about Scratch radio? Excellent Good Average Below average 4. Do you think that Scratch radio has strong competitors? Yes No 5. How often do you listen to scratch radio? Daily Weekly Fortnight Monthly 6. Occasion of listening Daytime Evening 7. Which is day’s program do you like most in scratch radio? Monday Tuesday Wednesday Thursday Friday Saturday Sunday 8. Which is your favorite program in scratch radio? 9. Do you think that scratch radio needs any improvements or modifications? Yes No 10. Please write your suggestions and opinions about scratch radio. Thank You 3) Tables and Figures: 1. Indicate your Gender: 2. Year of Studying: 3. What is your opinion about Scratch Radio? 4. Do you think that Scratch radio has strong competitors? 5. How often do you listen to Scratch Radio?? 6. Occasion of Listening: 7. Which day’s program do you like most in Scratch Radio? 8. Do you think that scratch radio needs any improvements or modifications? Reference List About Scratch Radio. 2010. Scratch Radio. [Online] Available at [Accessed on 04 January, 2012]. Stasko, J & O’Brien, D n.d. Questionnaire Design. College of Computing/GVU Center. Georgia Institute of Technology. [Online] Available at [Accessed on 04 January, 2012]. What is Meaning and Definition of Research Methodology? n.d. Blurt it. [Online] Available at < http://www.blurtit.com/q3890772.html> [Accessed on 04 January, 2012]. Read More