November 2024
Intermediate to advanced
540 pages
12h 24m
English
Content preview from Beyond Powerful Radio, 3rd Edition
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CHAPTER 36Beyond Powerful RadioResearch
“You know the station is a success when people who don’t listen, lie and say they do.”
—Overheard at a National Association of Broadcasters Convention
People love to look at research. We gobble up polls, pie charts, and percentages of who is doing what. We like statistics, metrics results. It’s not the data, but how one interprets it that counts.
Where once, in the past, research was a rear-view mirror. You could only research what has gone before. Now we work with predictive research using a compilation of collected data of audience and consumer interests and purchases. But there is no way to completely predict, in a research study, what people will respond to tomorrow ...
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