"Audience research should be an essential part of every broadcasting venture. However, many non-Commercial radio stations hardly do audience research. Often this is due to a lack of human resources and to a large extent also a lack of understanding and awareness of the nature, benefit, and role of a
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udience research. By taking into consideration the special nature of non-Commercial Christian local radio stations in Norway, this research shows how these radio stations can simplify and adapt some of the available research methods to their needs and budget. After discussing, evaluating, and adapting surveys, panel studies, focus groups, and in-depth interviews, two of the methods are tested in two different radio stations. At the end of the discussion, a research toolbox is presented, which provides the stations with a plan for audience research over a three-year period." (Back cover)
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"This book is the most comprehensive and accessible short guide to evaluations available. It explains clearly what evaluations are, how they can be used most effectively, and outlines the strengths and pitfalls of different evaluation methods. Each chapter comes with tasks to demonstrate the practic
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al importance of the issues covered and to lead the reader through the steps necessary to carry out a successful evaluation [...] Stakeholder models are compared and contrasted with other models of involvement, such as participatory evaluation and practitioner-centred action research. Ethical and political considerations are placed in context. Designs for different purposes are systematically considered [...] The book is aimed at anyone who is faced with the task of doing small-scale evaluations for the first time, wether or not they have a professional background in the field." (Cover)
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