Yorkshire Coast Radio - Case Study Example

YORKSHIRE COAST RADIO: AN ANALYSIS Table of Contents 4 Research Methodology 4 http en.wikipedia.org/wiki/Yorkshire_Coast_Radio 19 EXECUTIVE SUMMARY The Yorkshire Coast Radio broadcasts over Scarborough, Bridlington and Whitby but its operations are unified. The Station has been in operation since 1993 and now uses three frequencies. It is followed or patronised by the young and old because of its unique kind of programming, mixing folk music, popular and other musicals, with live shows and commentaries. It captivates the listeners, like: "you can't close your ears," and a slogan that says: the station that lives and loves the Yorkshire Coast. Most of the sources of Yorkshire Coast were taken from the Internet which gives a comprehensive view of the Station and its operations and other information needed for this study. The website of Yorkshire Coast Radio practices transparency, giving the general public a bird's eye view of the Station, its operations, the owners, the programming, the advertisers, and the listening public. The initial efforts for our study of Yorkshire Coast Radio were done on literature review and gathering valuable information regarding the station. Primary research followed after a careful deliberation of all the data, and after evaluation of what to research further or survey about from the listening public of Yorkshire Coast Radio. All these information, primary and secondary data were carefully summarized and evaluated until conclusions are reached. Recommendations soon follow. 1 Introduction Yorkshire Coast Radio is part of The Local Radio Company which owns 28 stations within the UK. The Local Radio Company is a media group, the registered owner of Yorkshire Coast Radio. The Station broadcasts 24 hours a day from studios in Scarborough, Bridlington and Whitby. There has been no known study conducted yet to determine of programmes of Yorkshire Coast Radio in the listening public, or whether the Station has more radio following than other FM stations. Therefore, there was a need to understand how the listening public regard the station, compared to other FM stations. This research was conducted to determine its popularity with listeners. How effective is its programming and what is its following Relative literature about Yorkshire Coast Radio Station has been reviewed, along with other related topic, e.g. the history of Yorkshire Coast Radio, its competitiveness, its programming and advertisers. Hypotheses have been formulated that Yorkshire Coast Radio Station has a wider following in the young and old alike because of their programmes on music, live musicals and shows and commentaries, coverage on events and cultural activities, and other feature programming as compared to other FM stations. The sample of this research consisted of the listeners of Yorkshire Coast Radio Station in the areas of Scarborough, Bridlington and Whitby. The questionnaires were emailed to the respondents. Emails were gathered from referrals of friends and students and our own list of emails. These emails were retrieved through forwarded messages to classmates and friends in the internet. Yorkshire Coast Radio has for its slogan: "The station that lives and loves the Yorkshire Coast." Its first air date was November 7, 1993, and the frequencies used are 96.2 MHz, 103.1 MHz, 102.4 MHz. Format is contemporary. (Yorkshire Coast Radio website) Wikipedia website states that Yorkshire Coast Radio is the name of an Independent Local Radio station in the North Yorkshire and the East Riding Yorkshire. The Station has an up-to-date entertainment guide of music and entertainment that is scheduled one month in advance. The programs and presenters, with their schedules, are listed in the Yorkshire Coast Radio's website. The schedule is one month advanced. Yorkshire Coast Radio News broadcasts on the hours, every hour for the latest from along the Yorkshire Coast and around the world. It has entertainment guide theatre to guide listeners on theatre presentations. 2 Research Aims and Objectives The aim of this study is to determine the popularity of Yorkshire Coast Radio Station among local residents. This research aim is guided through our main objectives. Yorkshire Coast Radio features live musicals, folk music, live shows and commentaries, and other popular activities in the areas of Bridlington, Scarborough and Whitby. Our research objectives will now focus on the following: a. How popular is the Station to the listening public b. Explore the preferences of the listening public c. Recommend measures that can help Yorkshire Coast Radio Station to improve as a business and continue providing entertainment Our research questions are: 1. What gives the Station the necessary appeal to the young audience 2. What is the market Strategy of the Station as a business establishment The main logic for our research is to make conclusions and recommendations for the Station to undertake further research. 4 Research Methodology This study will focus on Yorkshire Coast Radio that broadcasts in Bridlington, Scarborough and Whitby. They used frequencies 102.4, 96.2 and 103.1 MHz respectively. There are a number of research methods from which to choose. Generally, research approaches can be classified into three main categories: exploratory, descriptive and causal (Aaker, et al, 1998). Yorkshire Radio broadcasts popular music and live football commentary of Leeds United AFC Games. The approach best suited for this study is the exploratory method. There are two main kinds of data sources: primary data and secondary data. Primary data is original data collected by the researcher for the research problem at hand. Secondary data is information collected by others for their own purpose, which can be different from the researchers'. Secondary data must be available, relevant, accurate and sufficient before it can be used as the only source of information, which can help solve the research problem (Ghauri, et al, 1995). Normally, observations, surveys (questionnaires) and interviews can be used when collecting data (Ghauri et al, 1995). There are several methods used in the interviews to collect data. The strengths of these interviews are shown below: Table: Research Methods Criterion Telephone Mail Personal 1. Ability to handle complex questionnaires Good Poor Excellent 2. Ability to collect large amounts of data Good Fair Excellent 3. Accuracy on 'sensitive' questions Good Good Fair 4. Control of interviewer effects Fair Excellent Poor 5. Degree of sample control Excellent Fair Fair 6. Time required Excellent Poor Good 7. Probable response rate Fair Fair Fair 8. Cost Fair Good Fair Source: (Donald and Del, 1993, p: 181) Mail Interviews collect information from respondents via mail or similar techniques. Generally, they are mailed to the respondent and the completed questionnaire is returned by mail to the researcher (Donald, and Del, 1993). Due to the limit of time and cost, Mail Interview is not suitable for this research. Email Interviews collect information from respondents via email. It can reduce cost and get response in a short time. Due to time constraints, email interviews were conducted on a sample of Yorkshire Radio listeners. 4.1 Primary Data Collection The questionnaires were administered through emails and given to a sample of fifty. They were first surveyed through a process of gathering emails. They owners of these emails were at first asked if they listened to Yorkshire Radio, and if they did would they consider answering the questionnaires that this research would provide. The questions were explained to the respondents. Questionnaires were formulated and conducted through emails, the easiest way of conducting survey in this particular study. There were a few telephone interviews, but this did not push through, or progress was not good enough to give enough data. This is because this researcher only gathered a few telephone numbers, and the owners of these numbers were not around or present during the call. Questionnaires coursed through emails was most preferred and gave a positive development. We were able to gather data and information regarding the subject of this study. 4.2 Secondary Data Collection This involves research from the internet, from books, magazines and periodicals that give data and information regarding Yorkshire Radio. Our research also involves listening to the Station and to the competing radio stations in and around Yorkshire. There are a number of other sources that gives more data and these are historical sources regarding Yorkshire. Yorkshire is an historic country, hence its inclinations, for example sports, music, recreations and other cultural practices can be traced and linked to the present generation and present practices. Radio listening is a favorite past time leisure activity of generations ever its invention. It can't be surpassed by the now popular television. Radio is a medium that is a recreation itself, but also a way of coursing other past-time recreation activity such as music and sports commentaries. 4.3 COMPETITOR ANALYSIS This is relevant in our study of Yorkshire Coast Radio Station to make an analysis of the programs of other stations, e.g. BBC Radio. Which programs of BBC does the listening public patronize BBC also has a radio stations broadcasting in Yorkshire competing against other radio stations. Competitor profiling is recommended, while other businesses prefer on hiring competitor intelligence professionals to obtain information regarding competitors. BBC has this information: it has BBC One, BBC Two, BBC Three, BBC Four, CBBC, CBeebies, BBC News 24, BBC Parliament; and more competitive are its Radios - BBC Radio 1, BBC Radio 2, BBC Radio 3, BBC Radio 4 FM, BBC Radio Five Live, BBC Five Live Sports Extra, 1Xtra, BBC6Music, BBC7, BBC World Service, and Asian Network. It is safe to presume that BBC is hard to compete and beat. It has more established far and wide. It can advance, and benchmark within its own organisation. 5 Market Research Process for Yorkshire Coast Radio Station Market research is defined as an organised use of sample surveys, polls, focus groups and other techniques to study market characteristics (like consumer attitudes, age groups, etc.) and improve the efficiency of a business development of new products, opening of new markets, measurement of advertising effectiveness are among its aims (Columbia Electronic Encyclopedia). In the case of our subject, a radio station, a study is conducted on the areas of Bridlington, Scarborough and Whitby. Telephone interviews were conducted to get the feel of the listeners. The market research for this particular kind of business did not get much positive result because of the scope and time required. We just had to depend on interviews/questionnaires through the internet or emails. 5.1 Process Description The process of retrieving data from the respondents did not take long because the respondents were very cooperative. They gave suggestions for the improvement of Yorkshire Coast Radio Station. Email addresses were acquired through referrals from friends and acquaintances. Our original goal was fifty respondents, but only forty responded to the survey. 5.2 Design the Questionnaire This involved a sample of 50 listeners of Yorkshire Radio Station who are residents, but mostly students in the area. The sample was taken from Scarborough and Bridlington. The respondents were taken from a sample of mostly young listeners, students and young people, who constantly listen to the Station because of various reasons like: a. good programming b. clarity or good sound, and no noise in the sound c. popular hosts/commentators d. favorite programs are being aired e. availability of the station at the time they want to listen A question was framed like this: How do the people respond to the many programmes of the station, with emphasis on its live commentaries, music and other details of broadcasting, and which suit to the listening taste of the community Another question is: which is more popular - popular music or sports commentary In other words, which of these two does the listening public prefer or would like to listen to Questions were themed according to technical subject or favorites of listeners in the programming by the Station. See appendix A for the design of the questionnaires that were sent through emails to the respondents. 5.3 Pre-testing the Questionnaire First, a study was conducted by this researcher as to how the collection of primary data is to be done. As enumerated above, there are different kinds of data and information collection, which can include telephone interviews, mail interviews, observation, and surveys. Email and telephone interviews are preferred because these are easy to conduct with less cost, considering the lack of time and finances in conducting actual surveys. Emails have to be gathered. Referrals from friends, classmates and acquaintances are of big help in this endeavour. After the questionnaires have been formulated, they are now ready to be sent through the world wide web. The owners of those emails are first contacted. An explanation is provided that this study is about Yorkshire Coast Radio Station which forecast on the following frequencies: 102.4 Bridlington, 96.2 Scarborough, 103.1 Whitby. The response is positive, i.e. the respondents agree to respond to the survey, that they are willing to answer the questionnaires, and that they want to help this researcher come up with a positive research paper. They also give suggestions and recommendations regarding the Station, on how it can be improved. 5.3.1 Validate Majority of the young listeners listen to the musicals, live shows and commentaries aired over Yorkshire Radio Station Digital. This is our initial finding. The listeners of Yorkshire Radio Coast Radio like. The programs of the Station that gained positive reviews from the listeners are: For live music - Keyboard Music to Dance to (with Ray Kirk), Open Folk Session, A Tribute to the Musicals, Steve Philips and the Rough Diamonds, Ray Randal at Scarborough, Regular Folk Night gathering with various local musicians strumming their stuff, Queen Tribute Singer, Wet and Wild, Wayne's Music, Guitar vocalist Duggie Lee, and many other popular music programs. The Station also has a schedule and coverage of events such as the Scarborough Bowls Festival, with events like the North Yorkshire Open Studios (coffee lounge), the Creative Writers' Discussion Group, North Bridlington Readers Group, Family Fun Workshops, Youth Dance Skills, and many others. 5.3.2 Reliability Reliability of Alpha can not be used in this research as there are only email results and no other means of gathering data from the respondents. 5.4 Sample Volume Selection The sample was taken from the students of Bridlington and Scarborough, school campuses or the students who love to listen to musicals, commentaries and live programming of FM radio stations. 5.4 Pilot Test of Questionnaires A pilot study is a small-scale trial before the main investigation (Sapsford & Jupp, 1996). We need to assess our research design. Piloting is necessary because it intends to assess the adequacy of the research design and of the instruments to be used for data collection. We have to test our questionnaires to the general public. Empirical observations (Apostolakis & Kastania, 1994, p. 29) said that a pilot study is important and must be done in order to verify that: The questionnaire does not create any negative attitudes. The question ordering is correct. The time spent to complete the questionnaire is reasonable. There are no terms that are difficult to understand. The questionnaires were emailed to the students. First ten emails were chosen out of the fifty. When the response of the ten was quite positive, all the rest were also emailed to the respondent-listeners of FM radio stations. 6 Analysis of Survey Results and Strategic Measures Yorkshire Coast Radio is not only attractive to the young listeners because of good music being aired but because of its quality programs aired by popular hosts/commentators and presenters. Its programming activities are what the listening public patronises. They have much to choose on the different programs that Yorkshire Coast Radio has to offer. The Station is now popular among the young listeners of musicals and live shows. 6.1 Data Collection In this research, the population is the listening public of Bridling, Scarborough and Whitby. It is presumed that the listeners of the Station are young who adhere to popular music, but FM station is adhered to by the young and the old. The middle-aged demographic also listen to music of soft melody, and they may or may have listened to Yorkshire Coast Radio. But the best reason that the other age group listen to the Station is the other programs of the Station. They could be the live talks shows, musicals, and folk songs being covered by the station. So then our population can be the wider audience of Bridling, Scarborough and Whitby. In the collection of data, we used the internet. We think that this is most practical and cost less because most of our young population use the world-wide web in their communication, or as source of information or whatever new things that they would want to learn from the world and the different arts. The collection of data is one of the most fascinating and challenging part of the research. The questions were explained thoroughly to the respondents, and they gave a positive feedback. Of the fifty questionnaires sent, only forty responded. All questions were answered, and the response was very quick. Some gave their answers, or sent back the questionnaires in a short span of time, about an hour, some in a matter of days. But the gathering of data served its purpose. All respondents' names and emails were deemed confidential. This was what was first agreed. Their emails should not be revealed to anybody. 6.2 Analysis of Survey Results Most of the young respondents have revealed that they listen to Yorkshire Coast Radio Station because of its good music and programming. The programming gives them the respite they needed from the days' hassles. Graph Survey results PART A The figure above illustrates the degree to which the respondents answered the questions of YES and NO in Part of A of the questionnaires. Green represents the YES answers of the respondents; Yellow for the NO answers. 6.1 Data Collection For Q1, "Do you listen to Yorkshire Coast Radio Station" - 35 answered YES, only 5 answered NO. For Q2, "Do you prefer to listen to other FM radio stations than Yorkshire Coast Radio Station" - Only 5 answered YES, and 35 NO. For Q 3 - "Is the Station delivering good and quality music" - 36 YES, 4 NO. For Q4 - Are commentaries or commentators fair 30 YES, 10 NO. For Q5 - If NO, should the commentators be changed" - 6 YES, 34 NO For Q6 - Or the program itself" 3 YES, 37 NO. PART B OF QUESTIONNAIRES Bar graph above shows the degree of agreement and disagreement by the respondents for Part B of the questionnaires. There were six questions formulated, constructed this way: "Listening to Yorkshire Radio Station Digital allows me to " 1. listen to good and quality music and programming. 2. admire music more than other FM radio stations. 3. listen to commentaries and programs of my favorite hosts and presenters. 4. listen to good and quality sound with less interference. 5. hear my favorite hosts and commentators. 6. patronise the Station and appreciate its objectives and mission. The respondents were instructed to encircle their choice of the answers 1 - 5, with the following representation: 1 - Strongly Disagree 2 - Disagree 3 - Neither Agree Nor Disagree 4 - Agree 5 - Strongly Agree 6.2 Analysis of Survey Results The respondents only answered the 3, 4 and 5 level of agreement, that's why the red and green which represents 1 and 2, are on the 0 level. This means that none of the respondents strongly agree or disagree. Most of the respondents gave answers like strongly agree and agree, a few were undecided. Majority of the respondents were positive or optimistic about the programming of the Station and its mission and objectives. For Q1 - 33 STRONGLY AGREE that by listening to Yorkshire Coast Radio they can listen to good quality music and programming. 5 agree, and 2 are not decided, meaning neither agree nor disagree. For Q2 - 30 STRONGLY AGREE that by listening to Yorkshire Coast Radio they can admire music more than listening to other FM stations. 8 also agree and 2 undecided. For Q3 - 36 STRONGLY AGREE that by listening to Yorkshire Coast Radio they can listen to sports commentaries and other good programming by their favorite hosts and presenters. 4 also agree. For Q4 - 30 STRONGLY AGREE that by listening to Yorkshire Coast Radio they can listen to good and quality sound with less interference. 9 agree and only 1 is undecided. For Q5 - 35 STRONGLY AGREE that by listening to Yorkshire Coast Radio, they can hear their favorite hosts and commentators. 5 agree. For Q6 - 30 STRONGLY AGREE that by listening they can appreciate the Station's mission and objectives. 6 agree and 4 are undecided. This is the pie or donut graph, representation of Part B of the questionnaires, as already explained in the bar graph. This figure above is the line graph of Part A of the questionnaires, already explained in the graph figure. The line graph shows how the respondents answered Part A of the questionnaires. Red line is for the Yes answers, Yellow for the No answers. For Question No. 1, 35 listen to the Station, 5 do not listen. For Question No. 2, Only 5 answered that they prefer to listen to other FM radio stations than Yorkshire Coast Radio Station, and that 35 prefer to listen to Yorkshire Coast Radio Station. For Question No. 3, 35 answered that the Station is delivering good and quality music, and 5 answered No. For Question No. 4, 30 answered that commentaries of commentators are fair and 10 answered that they are not fair. For Q5 - If NO, should the commentators be changed" - 6 YES, 34 NO. For Q6 - Or the program itself" 3 YES, 37 NO. This is the line graph of the Part B of the questionnaires, already explained above. There are five choices that the respondents are asked to encircle. The Red line stands for Choice No. 1 or Strongly Disagree, Yellow for Choice NO. 2 or Disagree, Green for Choice No. 3 or Neither Agree Nor Disagree or Undecided, Light Blue for Choice NO. 4 or Simply Agree, and Blue for Choice No. 5 or Strongly Agree. 1 - Strongly Disagree 2 - Disagree 3 - Neither Agree Nor Disagree 4 - Agree 5 - Strongly Agree The questions are: "Listening to Yorkshire Radio Station Digital allows me to " 1. listen to good and quality music and programming. 33 STRONGLY AGREE that by listening to Yorkshire Coast Radio they can listen to good quality music and programming. 5 simply agree, and 2 are undecided. 2. admire music more than other FM radio stations. 30 STRONGLY AGREE that by listening to Yorkshire Coast Radio they can admire music more than listening to other FM stations. 8 also agree and 2 undecided. 3. listen to commentaries and programs of my favorite hosts and presenters. 36 STRONGLY AGREE that by listening to Yorkshire Coast Radio they can listen to sports commentaries and other good programming by their favorite hosts and presenters. 4 also agree. 4. listen to good and quality sound with less interference. 30 STRONGLY AGREE that by listening to Yorkshire Coast Radio they can listen to good and quality sound with less interference. 9 agree and only 1 is undecided. 5. hear my favorite hosts and commentators. 35 STRONGLY AGREE that by listening to Yorkshire Coast Radio, they can hear their favorite hosts and commentators. 5 agree. 6. patronise the Station and appreciate its objectives and mission. 30 STRONGLY AGREE that by listening they can appreciate the Station's mission and objectives. 6 agree and 4 are undecided. No one among the respondents chose Strongly Disagree or Disagree, hence in the Line Graph the Red Line is not shown because this represents 0. 7 Conclusion/Evaluation Questionnaires were coursed through the internet, and the results were retrieved almost immediately, meaning the respondents were very cooperative. We didn't spend much time in gathering the data. Forty respondents, mostly students from the University responded to our survey. Majority of the students prefer to listen Yorkshire Coast Radio Station. They prefer the good quality music presented by the Station, their favorite hosts and commentators, the live shows and musicals presented. The respondents were very cooperative, but not only that, they gave optimistic views on Yorkshire Coast Radio. The respondents answered that they like to listen to the Station because of its good quality music, and that they also prefer to listen Yorkshire Coast Radio than other FM radio stations. Forty out of fifty respondents answered and sent back the questionnaires through emails. Majority of the answers of the respondents reveal that 35 prefer to listen to Yorkshire Coast Radio and that only 5 listen to other FM radio stations. Yorkshire Coast Radio is patronised by millions of listeners because of the following: a. Its coverage of live musicals and sound programming. It broadcasts popular music, mostly favorite of the young and the old. b. Its people-oriented programming hosted by popular hosts/commentators. c. Yorkshire Coast Radio has stations in many areas that give coverage to popular events and activities. The present program of broadcasting activities of Yorkshire Radio Station - live musicals and coverage of popular events and activities - are still commendable. There can be slight modifications in future programming, but as a whole, it's still commendable and can go on with business not being too much affected. REFERENCES Columbia Electronic Encyclopedia, Market Research Defined, Columbia University Press, Licensed from Columbia University Press, as cited in http://www.reference.com, retrieved 2007-03-06. Donald, S.T. and Del, I.H. (1993), Marketing Research Management and Method, 6th ed, London, Prentice Hall Ghauri, P., GrOnhaug and Kristianslund, I. (1995), Research Methods in Business Studies -A Practical Guide, Essex, Financial Times Prentice Hall Market Research Definition, online on Reference.com, can be found on http://www.reference.com PEST Analysis, online can be found on http://www.mindtools.com/pages/article, retrieved 2007-03-06. Yorkshire, http://en.wikipedia.org/wiki/Yorkshire, retrieved 2007-03-06. Websites used: http://en.wikipedia.org/wiki/Yorkshire_Radio http://www.yorkshireradio.net/page/Home/0,,11371,00.html http://en.wikipedia.org/wiki/Digital_audio_broadcasting Yorkshire Coast Radio website: www.yorkshirecoastradio.com http://en.wikipedia.org/wiki/Yorkshire_Coast_Radio http://en.wikipedia.org/wiki/Scarborough%2C_North_Yorkshire Appendix A Questionnaires: Email Interview on Students and Young People of Yorkshire Num: Date Name of University: Part A: Filer questions 1. Do you listen to Yorkshire Coast Radio Station Yes/No 2. Do you prefer to listen to other FM stations than Yorkshire Coast Radio Station Yes/No 3. Is the Station delivering good and quality music Yes/No 4. Are commentaries of commentators fair Yes/No 5. If No, should the commentators be changed Yes/No 6. Or the program itself Yes/No Part B: Please circle number 1 to 5 to indicate the degree of disagreement or agreement to the following statement: 1 2 3 4 5 Strongly Disagree Neither Agree Agree Strongly Disagree Nor Disagree Agree "Listening to Yorkshire Coast Radio Station allows me to " 1. listen to good and quality music and programming. 1 2 3 4 5 2. admire music more than listening to other FM stations. 1 2 3 4 5 3. listen to commentaries and programs of my favorite hosts and presenters. 1 2 3 4 5 4. listen to good and quality sound with less interference. 1 2 3 4 5 5. hear my favorite hosts and commentators. 1 2 3 4 5 6. patronise the Station and appreciate its objectives and mission. 1 2 3 4 5 Read More