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Radio Stirling 101: Report on a Group Research Project.

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Radio Stirling 101: Report on a Group Research Project Introduction In an age of information, people have an increasing number of options to access media for entertainment and information. Yet radio remains to be one of the most accessible and cost-effective conventional media, especially for people with limited financial resources such as university students. However, according to the cursory observation of the researchers of this project, the radio listening patterns of and their effects on university students have not been adequately addressed. Therefore, this research project attempts to look into both the radio listening habits and music acquisition behaviors of students in Stirling University and, where possible, to identify the co-relation between the two sets of behavioral patterns. The findings of the research provide fairly clear patterns on both the radio listening and music acquisition behaviors with some definite co-relations between them. As an empirical research assignment of the Media Research Methods course, another purpose for this project is to utilize and test the basic research techniques that the researchers have learnt in class so as to pave the way for their future academic researches. ...read more.


The former type aims at collecting quantitative data and the latter, qualitative.(how to analyse) The 21 interview questions are categorized into three major sections, i.e. demographic make-up, radio-listening and music-acquisition with a single-question section at the beginning of each interview to identify whether the interviewee is a regular radio listener ('Have you listened to the radio in the last one week/ten days?'). Pilot interviews have been conducted to test the quality of the questionnaire. Negative feedbacks have then been used as the basis of revising the related questions before the questionnaire format and content were finalized. Findings and Discussion The Demographic Make-up The projects ended up having 94 valid samples with a fairly balanced 51% male and 49% female interviewees. Over 90% of the interviewees are below the age of 25, of whom 85% are UK students and 60% are Scottish, indicating a very young and locally-based demographic make-up of Stirling University students. 80% of the interviewees are undergraduates, which means that the result of the project is more representative of this group in nature. ...read more.


Almost half (47%) of the interviewees said that listened to the radio for more than an hour daily showing high time spent for radio. When asked about the reasons for radio-listening, respondents' opinions were highly concentrated on 'good music' (82%) and 'good DJs'(47%), while only 27% of the interviewees turn to radio for news and information and 17% for sports coverage. These data show that radio has become primarily an entertainment medium rather that a news or sports medium for Stirling students. During the process of data analysis, answers to the questions of 'Which station(s) do you listen to?' and 'Which are you favorite stations?' are combined to show both the listenership and listen loyalty of radio stations. The result suggests that Radio One is the most listened to station with also the highest listener loyalty. Local stations show comparatively bigger discrepancies in listenership and loyalty and are generally lower in the latter compared with stations with nation-wide transmission. BBC Scotland shows a limited but balanced listenership and loyalty level (both at 11%). Four open-ended questions are given in this section concerning favorite radio DJs, radio stations listened to before coming to Stirling, 'need gap' on radio-listening and suggestions for radio stations to improve programmes. ...read more.

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