Survey Research - Radio

As with all research conducted by Roger Wimmer, each survey, or perceptual study, is a custom project designed for the problems
 and questions under consideration.  

Although the term perceptual study has become a term used to describe a telephone-based data collection procedure, a perceptual study is essentially a quantitative research project that gathers data using a prescribed set of questions presented in the same way to all respondents.  This is different from a qualitative approach, where questioning is flexible and often varies depending on the respondents' answers.

If you don't see the type of perceptual study below that fits your specific needs, please contact Wimmer Research.  Roger has conducted hundreds of perceptual studies in radio and can design the project you need to answer your questions.

Some of the perceptual studies conducted by Wimmer Research include, but are not limited to:

Market Study: A broad investigation of the market to determine program element importance, station ownership of elements, and unique characteristics of the market.

Radio Cluster Study: A broad investigation of all stations in a cluster to determine program element importance, station ownership of elements, and unique characteristics of each station.

Format Study:  Includes only respondents who listen to a specific format or group of stations to determine the needs and desires of a target audience.

Personality Study:  An approach for AM or FM news/talk radio stations to investigate program hosts and other on-air personalities.

Format Search Study:  A full-market study designed to uncover format opportunities, strengths, and weaknesses.

Marketing Study: A test of marketing plans or ideas including, but not limited to, station call letters, positioning statements, slogans, contests, and television spot concepts and content.

Custom Studies:  On-air talent evaluations, call letters, slogans, monikers, sales, and specific station problems and questions.

Sampling Error Computation:  Estimate your research sampling error. Click on the "Sample Error" link at the left of your screen..

For over 20 years, Roger Wimmer has followed a simple 3-Step philosophy for success:

1.  Find out what people want

2.  Give it to them

3.  Tell them that you gave it to them

All Wimmer Research is designed to accomplish the first step.  The report, analysis, and implementation of results accomplish the second step.  The third step is accomplished via advertising and promotion.

Contact:  Roger Wimmer

Wimmer Research