Executive Summary When approached by BYU Radio in August 2012, the primary purpose of the research we were to conduct

was to determine who listens to BYU Radio As a relati!ely new station, BYU Radio has struggled to identify its target audience "heir current approach has been to reach as broad of an audience as possible through di!erse, uplifting programming and a number of distribution channels #ur goal was to identify the primary listeners of BYU Radio, what programming they listen to and whether the station is being an effecti!e missionary tool for the $hurch of %esus $hrist of &atter'day (aints BYU Radio had )uestions they wanted answered* we then con!erted those )uestions into ob+ecti!es we wanted to research "he first was to identify the demographics of BYU Radio listeners "he second was to disco!er what programming BYU Radio listeners en+oyed the most "hird was to find the e,tent to which BYU Radio is being used as a missionary tool "he fourth was to determine potential impro!ements they station could ma-e in order to reach more listeners and increase the popularity of BYU Radio .n order to conduct our research, we held phone inter!iews and distributed online sur!eys with BYU Radio listeners /rom the results we recei!ed from during our depth phone inter!iews, we compiled a list of )uestions to build an online sur!ey "his allowed us to better understand how people !iew BYU Radio0s programming, ser!ices and a number of other important )uestions that would help BYU Radio better understand how it is performing as a station We disco!ered that most male BYU Radio listeners are 20'12 years old, $aucasian and &3( "he a!erage age range for female listeners is more di!ided, with 445 being in the 20'22 and 40'42 age range "hey are also $aucasian and &3( "he
1

most popular programming was music, followed by 3e!otional6.nspirational 7essages, li!e BYU /ootball and &3( 8eneral $onference According to our sur!ey data, 495 of respondents responded that they were satisfied or !ery satisfied with BYU Radio0s current programming "his as an interesting statistic and is lower than what listener satisfaction should be Regarding BYU Radio being utili:ed as an effecti!e missionary tool for the &3( church, ;45 of participants were neutral and ;95 agreed or strongly agreed At the same time, when as-ed if BYU Radio0s current programming is li-ely to attract non'&3( listeners, more respondents disagreed than for the pre!ious )uestion "his implies that while respondents are hesitant to disagree that BYU Radio can be used as a missionary tool, they still do not belie!e it will currently wor- as a missionary tool At the conclusion of all our research, we used the data and many responses to create a number of suggestions We feel that once used, these suggestions will help BYU Radio meet its ob+ecti!es and become a more popular station and more effecti!e missionary tool

Introduction .n August, 2012, BYU Radio station manager 3on (helline as-ed our $omms 119 class to conduct an e,tensi!e research campaign to determine who is currently listening to BYU Radio As a relati!ely new station, BYU Radio has struggled to identify their primary audience and had little information about how people actually felt about its ser!ices "heir current approach has been to reach as broad of an audience as possible through di!erse, uplifting programming and a number of distribution channels #ur goal was to identify who is BYU Radio0s primary audience, what they listen to and if it is being an effecti!e missionary tool for the $hurch of %esus $hrist of &atter'day (aints "hese distribution channels include satellite and traditional radio, online streaming and a mobile smartphone app BYU Radio is also broadcasted nationally by (irius<7 satellite radio Because of (irius<70s restriction on gi!ing out information, BYU Radio does not recei!e reports, statistics or any data regarding its subscriber base or audience (imply put, BYU Radio has !irtually no method of trac-ing who listens to their station or indi!idual programs (ince !ery little research has been conducted in the past, BYU Radio only has a list of =4 regular listeners of the station We conducted research using a !ariety of methods including bac-ground research, in'depth inter!iews and an online sur!ey We as-ed participants about themsel!es, their general listening habits, opinion of BYU Radio, and radio preferences As we conducted the research, a number of other )uestions arose about listeners0 perceptions of BYU Radio and their satisfaction with its programming "hese )uestions include how they !iewed BYU radio as a missionary tool and their li-elihood to recommend or promote BYU Radio to others Using our findings, we analy:ed the audience0s demographics and psychographics to understand their preferences and e,pectations of the station
1

Background on Organization History and Growth Bonne!ille .nternational, a media company owned by "he $hurch of %esus $hrist of &atter'day (aints, started a radio station in 1222 called Bonne!ille .nternational &3( Radio >etwor- "en years later, on August 1, 2002, the radio station became BYU Radio BYU Radio proceeded to grow during the following decade by pro!iding .nternet streaming .n 2001, it began an additional .nternet stream, BYU Radio .nstrumental, which featured instrumental inspirational music .n 200=, BYU Radio began streaming a new high'definition radio signal called ?@32A .n 2009 BYU Radio .nternational, which featured (panish and Bortuguese'language programming, was created 3uring this time, BYU Radio made a deal with 3ish >etwor- and is now featured on $hannel 290 for paid subscribers #n #ctober 1C, 2011, BYU Radio discontinued BYU Radio .nternational and BYU Radio .nstrumental because the cost of online streaming was too high #n %uly 1, 2011, BYU Radio started broadcasting on (irius satellite radio on channel 1;1 DWi-ipedia, 2012E "oday, people can listen to li!e online streaming of BYU Radio for free through the BYU Radio website BYU Radio is -nown for its faith'based programming and BYU sports co!erage BYU Radio also includes programming about politics, culture and education "hey ha!e a /aceboo- page with o!er 4,000 li-es and a "witter account with o!er ;00 followers

Examples of ace!ook posts !y B"# $adio

Although the content on the /aceboo- page is random and somewhat unrelated to
=

BYU Radio0s mission, it does generate interactions with fans @owe!er, it0s hard to tell whether or not these fans are actually listening to BYU Radio Below is an e,ample of how fans en+oy BYU Radio /aceboo- posts, but there is no indication that they listen to the station regularly

%ast %romotions and %$ BYU Radio has an e,tremely limited budget and may not be able to afford promotions "here ha!en0t been many promotions in the past or public relations efforts by BYU Radio "his could be because the focus of BYU Broadcasting has been on BYUt! rather than BYU Radio "o adapt to the change in social media, BYU Radio created a /aceboo- and "witter account "he /aceboo- page currently has 4,14= ?li-esA with ;10 ?tal-ing about thisA $ontent is posted e!ery day to generate a response from fans, but it doesn0t always relate to the company itself (ometimes it0s +ust a picture of a mon-ey and as-s you to write a caption for it "he content on the BYU Radio0s "witter account is more rele!ant than the content on its /aceboo- page BYU Radio has C92 "weets, ;2= followers and is following 241 users $esearch on %roduct&Service %rovided

BYU Radio offers more than ;0 programs including BYU athletic e!ents, BYU de!otionals and forums, ?7usic and the (po-en WordA, &3('themed music and 8eneral $onference broadcasts Dsirius,m com6byuradioE BYU Radio is offered in a !ariety of formatsF satellite radio on (irius <7, traditional radio on GBYU'/7 92 1, online streaming and a mobile smartphone app "he free BYU Radio app is fairly usable ' allowing users to stream current programming from their phones "he app also shows BYU Radio0s schedule o!er 2; hours @owe!er, other than these two ser!ices, the app does not add any additional !alue for users $esources and %ersonnel BYU Radio has great support from BYU and the $hurch of %esus $hrist of &atter' day (aints without the intense super!ision that usually follows >ormally with BYU Broadcasting, the $hurch must appro!e any programming (ince BYU Radio is smaller, they don0t ha!e to go through the $hurch0s appro!als and has full control of the station0s programming

Background on Issue

History "he challenge for BYU Radio is in disco!ering who their de!oted listeners are, what those listeners want from the station and how others percei!e BYU Radio Being a!ailable nationally on (irius<7 Radio, they ha!e a great opportunity to reach large and di!erse audience "he ad!ent of satellite radio has changed the options a!ailable for people to gain access to the music, sports and commentary that were traditionally a!ailable e,clusi!ely on radio and tele!ision Using satellite technology, audiences across the United (tates can pic- up a signal and follow their fa!orite stations hassle'free Within the United (tates, the largest pro!ider of satellite radio is (irius<7' (irius<7 is a broadcasting company located in the U(A "he company offers two satellite radio ser!icesF (irius (atellite Radio and <7 (atellite Radio "oday, there are o!er 22 million subscribers to (irius<7, and they are adding o!er ;00,000 each )uarter D(:alai, 2012E "he ser!ice offers more than 1;0 channels, all o!er the United (tates (ince 2011, the company has seen an increase of 11 percent in re!enue and 19 percent in their bottom line (atellite radio offers a number of features that are !ery appealing to listeners and ad!antageous to a small station li-e BYU Radio /irst of all, subscribers ha!e the power to choose the stations they wish to hear "hey ha!e more control o!er their music and are more satisfied with the choices Also, music stations are commercial'free, and talstations pro!ide fewer commercials than other radio stations or tele!ision &astly, nationwide co!erage means that people can always ha!e access to their fa!orite stations @owe!er, there are a few drawbac-s A yearly subscription with (irius <7 costs
2

around H200 "his potentially limits the pool of listeners to specific demographics with disposable income to be spent on radio "his cost limits the audience that can be targeted DReuters, 2009E (hallenges) BYU Radio offers a wide !ariety of programming, therefore some listeners only li-e small portions of what is featured on the station Because of the wea- economy and retail sales of satellite radio ha!ing cooled, consumers may reconsider paying H11 a month for internet radio, resulting in fewer subscribers to the station DReuters, 2009E BYU Radio is in competition with other .nternet radio stations such as Bandora, (potify, i@eartRadio and other apps D@art, 2009E Strengths) BYU Radio offers content uni)ue and important the &3( demographic D8eneral $onference, $I( /iresidesE "he radio station is hea!ily associated with the BYU brand (irius <7 has e,clusi!e programming and channels dedicated to personalities, sports broadcasts, news, music, weather and other specialty topics DReuters, 2009E After the merge between (irius and <7, the company is the second'largest radio business in the country, ha!ing 19 4 million subscribers J allowing BYU Radio0s a!ailability to increase DReuters, 2009E %rofita!ility (irius <7 is better positioned to compete in the rapidly e!ol!ing audio'
10

entertainment mar-etplace "his pro!ides growth opportunities for BYU Radio Botential for meaningful !alue creation through cost sa!ings 7erger accelerates and enhances cash flows 8reater programming di!ersity reaches broader audience and e,pands addressable mar-et D(irius <7, 200CE $eputation BYU Radio is strongly associated with the &3( faith (piritual content pro!ided by BYU Radio is a!ailable nationally J following through with the station0s motto ?"al- about 8ood A *arketing

7erged company is more attracti!e to large national ad!ertisers that ha!e a significant number of media alternati!es

D1E

A76/7 radio 200= ad!ertising mar-et KH20 billionD1E (atellite radio 200= ad!ertising mar-et KHC0 millionD2E Ad!ertising sales e,pense sa!ings

(ourceF Radio Ad!ertising Bureau Dwww RAB comE (ourceF $onsensus Wall (treet estimate

D2E

11

Growth

12

D(irius <7, 200CE (ompetition

With BYU Radio currently offering so many different types of programming options Dsports co!erage, tal- shows, music and spiritual6religious contentE, numerous other radio stations from I(B> to /o, >ews compete with content on the station

Bandora is an important competitor to (irius<7 and BYU Radio .n 2011 when Bandora went public, it had 90 million registered users and 900,000 songs from 90,000 artists Bandora only offers music and trac-s the user0s preferences, and customi:es according to the listener0s li-es D(chonfeld, 2011E

8roo!eshar- is another popular .nternet radio company that offers users the ability
11

to not only listen to a genre of music, but customi:e playlists using any song they wish that is pro!ided on the site .t is completely free and currently they ha!e o!er 10 million users @owe!er, one significant drawbac- to 8roo!eshar- is that it is difficult for iBhone users to get the app without +ailbrea-ing their phone D8roo!eshar-E

.nternet radio continues to be a growing trend and could pose a possible threat to (irius<7, with listeners preferring the affordability and wide selection of content that stations li-e "une.n, Bandora and i@eartRadio offer "hese ser!ices allow people to stream thousands of radio stations across the globe and between the two of them, ha!e o!er 1=0 million users i@eartRadio, owned by $lear $hannel, pro!ides listeners with the option of tuning in to one of $lear $hannel0s stations across the United (tates "une.n on the other hand, connects people to any number of stations, from tal- radio to music, all around the globe "his pro!ides broadcasters with a greater opportunity to reach a growing number of listeners within the digital world Apple is also loo-ing to ma-e a mo!e in the world of online radio While still speculati!e at the moment, the technology giant has hinted that it is wor-ing on licensing agreements with record labels to add better features than what is currently offered by stations li-e "une.n or Bandora #ne e,ample being that songs are limited in the number of times they can be listened to o!er an hour "hese alternati!e radio options pro!ide a significant problem for (irius <7 and ultimately BYU Radio With more options for radio ta-ing listeners away from (irius <7, BYU listenership could struggle "he stations are e!en more customi:able and with
1;

the adoption of apps on smartphones, users can tune for free, pro!iding they ha!e the necessary data plan, and listen to what they want all the time (irius <7 has the challenge of pro!ing to customers that what they offer is better, whether due to tal- radio, guest appearances and better co!erage

%romotions+ %u!lic $elations and *arketing BYU Radio0s primary sources of promoting itself are currently through on'air promotions and social media platforms "he station also recei!es periodic co!erage in (alt &a-e $ity0s 3eseret >ews /or e,ample, articles mentioning the station in regards to the new BYU Broadcasting Building and the (irius<7 merger were published in 2010 and 2011 respecti!ely .n addition to BYU Radio0s promotions, (irius<7 is currently offering a number of promotions through different platforms that could increase the number of subscribing listeners $urrently, they are offering the chance for subscribers to sa!e H49 dollars with a yearly subscription for H122 "hey also offer se!en day free trials, where people can sign up for the ser!ice and then hopefully en+oy the e,perience enough to want to subscribe permanently to (irius<7

14

%rimary $esearch ,ualitative *ethodology Barticipants were selected from a list of =4 -nown BYU Radio listeners #ur class was di!ided into four teams with each team randomly contacting 1= listeners #ur team set up inter!iew times with the first 4 listeners who responded to our re)uest "he inter!iews were set up !ia email by our team focus group leader "he process of setting up inter!iews with the !olunteer listeners too- appro,imately one wee- #nce the times were set, the inter!iews were conducted the following wee.nter!iews were conducted !ia telephone with +ust the inter!iewer and the respondent "he inter!iewer as-ed a series of )uestions regarding the respondent0s e,perience with BYU Radio "he goal of obtaining this information is to help BYU Radio identify its strengths, wea-nesses, and potential opportunities Luestions were as-ed regarding the respondents0 personal bac-ground, listening habits, fa!orite programming and radio preferences "he length of the inter!iews !aried between 9 and 11 minutes "he inter!iews were recorded with !arious recording de!ices such as cameras and smart phones "he full inter!iew transcripts are pro!ided at the end of the report All of our respondents were male members of the $hurch of %esus $hrist of &atter'day (aints from different locations throughout the country Iach respondent was offered a H24 Misa gift card for his or her participation in the inter!iew "he inter!iewer of each particular call transcribed each inter!iew "he transcripts were collected and sent to our team focus group leader, who then conducted a thematic content analysis of each inter!iew "his analysis included locating similar comments and themes within the different inter!iews, important opinions and -ey
1=

remar-s made by listeners "he focus group leader then coded these common themes throughout the inter!iews to research and better understand the public opinion of BYU Radio

-nalysis of ,ualitative .ata .n our analysis of the inter!iews, our team found the following primary and secondary themes that the respondents shared regarding BYU Radio Brimary themes include when they listen to BYU Radio, tal- radio programming, and if they en+oy BYU Radio0s (unday content (econdary themes included their affiliation with BYU, how they disco!ered BYU Radio on (irius<7, and why they listen to other stations When they listen to BYU Radio While many of BYU RadioNs listeners tune into the station at !arious times throughout the day, the respondents participating in our inter!iews all listened at a similar timeF early in the morning 3a!id Oobell listens to the station while he gets ready for wor- in the morning &i!ing in a metropolitan area, without a car to ma-e the morning commute, he is only able to listen to the station while preparing to lea!e his home Robert (anders, a =0'year'old man from >orth $arolina, listens to BYU Radio regularly in his fre)uent tra!els, particularly in the early morning hours @e specifically pointed out the hours between 4 and C in the morning as times he tuned in to listen Additionally, BYU Radio is a mainstay in his car to and from church on (undays, and other times during the wee-end $het %eppensen is a part'time truc- dri!er in .daho As a result of his occupation, he often tunes in to BYU Radio early in the morning while on the road
1C

While not e,pounding a great deal on his listening habits, he cited the early morning talshows as programming he regularly listens to %ared &ay, a truc- dri!er from (alt &a-e $ity, has different listening habits from the other respondents .nstead of +ust listening to the station in the mornings, he also dedicated (unday ?from sun'up to sun'downA to listening to the religious content the station offers Additionally, during the wee-, he listens to the station from = or C in the e!ening into the early morning hours of three or four Ge!in Wheeler, an older man li!ing in #-lahoma, listens to BYU Radio primarily on (unday for the stationNs religious music According to our data, the ma+ority of respondents listen to the station in the morning during a commute or early wor-ing hours While radio is sometimes seen as a dying industry, the information pro!ided by the respondents shows that people throughout the country still turn on the radio during those )uiet moments on the road "al- Radio programs on BYU Radio 7ost of the respondents in the BYU Radio inter!iews mentioned that the reason they listen to the station is for the tal- radio programs "hese participants named tal- radio programs they listened to regularly such as ?"his0ll "a-e a WhileA, ?"hin-ing AloudA, and the 7att "ownsend segments "he )ualities that draw the listeners to these programs are the fact that these programs are regular con!ersations that are easy to listen to and stimulate deep con!ersation "hese programs do not contain any fighting or arguing li-e many other talradio stations, and they in!ite ?thought pro!o-ing and intelligent con!ersationA as stated by 3a!id Oobell Robert (anders also commented that the con!ersations that ta-e place
19

on the station are ?informati!e, entertaining and wholesome,A which he belie!ed to be beneficial and apply to many different demographics "he con!ersations that ta-e place on BYU Radio are in!iting towards many audiences since they are focused on many different interesting and important topics that can be informati!e and inspirational As e,pressed by a few of the respondents, they are not solely focused on &3('related sub+ects and are easy to listen to 3a!id Oobell, a BYU graduate, en+oys these programs because his former professors sometimes spea- on BYU Radio @e described his e,periences listening to the station as ?e,tensions from school when .0m not at schoolA @owe!er, some participants mentioned that a few programs ha!e portions that ta-e place in another language for se!eral minutes, which could turn listeners away since they do not want to listen to something they do not understand Another complaint was that sometimes the show gets cut off before the program is finished because of timing, which can also be annoying to a listener who misses the end of a program they ha!e been listening to from its beginning BYU Radio also offers programs that tal- about the $hurch0s in!ol!ement in different fields, such as genealogy and archeology BYU professors and specialists discuss these topics (ome programs also discuss the humanitarian wor- the $hurch does in other countries Robert (anders said this topic moti!ates him to be in!ol!ed in welfare and humanitarian programs in the future #!erall, the respondents were impressed with the professionalism and content of BYU Radio0s con!ersational programs "hey li-e the topics that are discussed and the people who are in!ited to spea- on these programs and would li-e to continue to hear more welcoming, intelligent and entertaining con!ersations
12

(unday content on BYU Radio When determining which )uestions to as-, our group e,pected that most listeners of BYU Radio would either be &3(, or associate the radio station with the &3( faith 7ost of the respondents inter!iewed were members of "he $hurch of %esus $hrist of &atter'day (aints Because of the association with the $hurch, much of the listening to BYU Radio was done on (unday When as-ed whether or not they affiliated BYU Radio with the &3( faith, most of our respondents agreed As a result, one of the primary reasons they tune into BYU Radio is to listen to the religious content a!ailable on (undays &isteners of BYU Radio e,pect to be able to listen to religious material on (unday "he feedbac- we recei!ed was that people -new they could trust BYU Radio to pro!ide church'specific material on (undays, because of the &3( influence on BYU Whether on the way to church or returning from meetings, listeners would tune in to listen to the inspirational messages, tal-s or music (ome listeners feel that BYU Radio is well'-nown for its (unday programming, especially for its inspirational messages that come from tal-s in de!otionals and firesides, or from 8eneral $onferences &isteners li-e the content because it sends uplifting messages during the busy wee- that can apply to many daily challenges /or instance, $het %eppensen said that it has helped him in his church calling because those messages pro!ide many good ?thoughts on how to wor- with the youthA &isteners also feel that these messages ma-e them thin- about the gospel and meditate when they are dri!ing long distances or wor-ing .t is a time to order their thoughts and feelings and to focus them on good things and on the gospel %ared &ay said that he li-es the programs of human interest, such as ?Induring .t WellA, and he listens to
20

it all day Ge!in Wheeler said that he listens to the programs and music on BYU Radio to ha!e some spiritual and uplifting moments while he wor-s on his business at home "he spiritual content on BYU Radio is inspirational and uplifting for listeners in their home and wor- life, according to the respondents #n (undays and during the wee-, the inspirational thoughts, messages and programming can help pro!ide a good atmosphere and help listeners throughout their daily acti!ities Affiliation with BYU #f the fi!e respondents inter!iewed by our team, four stated they had a personal affiliation with BYU "here was a di!ision between the four respondents in how they are affiliated with BYU "wo respondents are BYU graduates, one has relati!es that are BYU alumni, and one has many friends who are BYU alumni "he fifth respondent that doesn0t ha!e a personal affiliation with BYU still e,pressed a high regard for it #ne respondent named %ared &ay has a +ob that re)uires him to tra!el a great deal and meet people of many faiths and bac-grounds @e e,plained that outside of Utah, the term BYU is more than +ust the name of a uni!ersity %ared said, ?Whene!er . talwith anyone, at a truc- stop watching a football game or whate!er, whene!er they hear the word PBYU0 they thin- P7ormon0 When . thin- BYU, . thin- &3( BYU is &3( "hey go hand'in'hand A .t seems that the respondent0s affiliation or e,posure to BYU is influential in whether or not they recogni:e the name BYU Radio and decide to listen to the programming 3isco!ered BYU Radio on (irius<7 #f the fi!e respondents inter!iewed by our team, three stated that they disco!ered BYU Radio by finding it on (irius<7 "wo respondents happened upon the
21

BYU Radio channel by chance Robert (anders said, ?. came across the channel when it was first offered with (irius<7, because as you -now, it wasn0t always a!ailable through (irius A %ared &ay, who also found BYU Radio on (irius<7, stated that he was actually searching for the channel @e said, ?. heard that BYU Radio was going to ha!e a channel on the <7 Radio about a month before it actually starting broadcasting . tried to find it for a long time and then finally found it on channel 1;1 . +ust heard through the grape!ine that there was a BYU Radio station . heard about it through word'of'mouth . called my brother and told him BYU Radio was on the <7 Radio A "he remaining two respondents did not disco!er BYU Radio on (irius<7 but found it through other means Ge!in Wheeler loo-ed for the station and found BYU Radio online 3a!id Oobell is a recent BYU graduate and disco!ered BYU Radio from being e,posed to it as a student @e currently listens to BYU Radio by downloading online podcasts &istens to other Radio stations Another important trend we noticed throughout our inter!iews was that each person we spo-e with listened to other radio stations along with BYU Radio "he reasons they tuned into other stations were similar as well "he two most common reasons our inter!iewees listened to other radio stations were for daily news updates and for other musical options that BYU Radio doesn0t currently offer We noticed two of the respondents said they en+oyed listening to the /o, >ews Radio station on (irius<7 in addition to BYU Radio #ne respondent, %ared &ay, indicated that he listens to /o, >ews during the day and listens to BYU Radio on (undays @e said he only has three stations programmed into his radioF BYU Radio, /o, >ews, and classical music /o, >ews Radio is programmed by the /o, >ews $hannel
22

and is -nown for its political content, which is generally more conser!ati!e in nature I!en though only a few respondents said they listen to /o, >ews Radio regularly, it seems safe to conclude that some listeners may ha!e conser!ati!e political !iews Because people li-e to be informed on current e!ents, and BYU Radio doesn0t offer news co!erage, it0s no surprise that its listeners would need to tune into other stations in order to get the co!erage they need As mentioned abo!e, our listeners also felt they needed to listen to other stations in order to hear the music they en+oy 3a!id Oobell, for e,ample, en+oys contemporary music li-e %ohn 7ayer, classical music li-e 8usta! 7ahler and Iric Whitacre and di!erse show tunes #ur other inter!iewees e,pressed interest in country, classical and e!en +a:: music Ge!in Wheeler, in particular, is disappointed that +a:: music and +a:: performances were no longer a!ailable on BYU Radio, and so he listens to other stations to find what he wants .t0s interesting to note that those we inter!iewed mentioned how they tuned into BYU Radio for spiritual and uplifting music, but felt they had to turn to alternati!e sources for other musical genres .t0s no surprise that because of the percei!ed religious affiliation to the &3( $hurch, that listeners would tune into BYU Radio to find religious and spiritual music @owe!er, through the inter!iews we conducted, it seems as if people don0t consider BYU Radio to be a musical station, or at least a station that pro!ides them with the music they are loo-ing for "here was no one genre that was demanded by e!ery person we spo-e with, but it was clear they felt BYU Radio didn0t satisfy all of their musical needs

(onclusion
21

/rom our research and inter!iews, listeners tune in to BYU Radio through (irius <7 Radio or online while they are getting ready for wor-, dri!ing, and sometimes while wor-ing #ur respondents each had some sort of positi!e impression of BYU Radio either through their affiliation with BYU or the $hurch "he listeners en+oy BYU Radio because of the high )uality of the content on the station, particularly the tal- shows and spiritual segments "hey prefer these programs for the intelligent, interesting and inspirational messages that are shared "he listeners do belie!e BYU Radio is a !ery professional station, yet they still had some complaints, mostly about programming being cut off too early or being difficult to understand

Survey $esearch and -nalysis /he Survey #ur sur!ey was conducted online using Lualtrics, which is a research software company based in Bro!o, Utah As a class and under the direction of our Brofessor, $orey Idwards, we came up with 22 )uestions that we felt co!ered a number of topics that would enable BYU Radio to gain a better understanding of who listens to their programming and what their o!erall impressions are We had 91 respondents ta-e the sur!ey, howe!er, there were many who started ta-ing the test but didn0t complete it mostly because many weren0t BYU Radio listeners As a result of how the sur!ey was structured, those who weren0t BYU Radio listeners were not as-ed any of the remaining )uestions and finished the sur!ey early .n the end, we only had 91 people complete the entire sur!ey Because of the limited number of people who participated, we don0t ha!e an accurate margin of error to report

2;

"he sur!ey started #ctober 22 and closed >o!ember 11, gi!ing people +ust more than two wee-s to ta-e the sur!ey .t was promoted on the station0s "witter and /acebooaccounts, as well as on the BYU Blog and on'air on BYU Radio 7ost people were able to complete the entire sur!ey in less than 10 minutes, but some too- longer with times up to an hour *ethodology .n order to get the word out and ha!e people ta-e the sur!ey, we used three primary mediums BYU Radio wrote posts and included a lin- to the sur!ey on their /aceboo- page and "witter account "hey also used on'air messaging to inform their listeners of the sur!ey and how they could fill it out .n addition, BYU"M wrote a post about the sur!ey on their blog "he class was responsible for writing and drafting the messages and BYU Radio offered incenti!es in the form of pri:es to moti!ate people to ta-e the sur!ey We felt using /aceboo-, "witter and on'air scripts to encourage people to complete the sur!ey would be best, because it would specifically target those who listen to and ta-e an interest in BYU Radio .t is these people who would be best suited to pro!ide their input and feedbac- on their BYU Radio e,perience and !iews We also used social media because we were not pro!ided with a numerous list of BYU Radio listeners We wanted to reach as many people who were familiar with BYU Radio as possible "here were a few drawbac-s to this approach howe!er .t was biased towards those who use /aceboo- and "witter, because not all listeners ha!e these accounts Also, because it was an online sur!ey, it was only a!ailable to those with .nternet and computer access /or these reasons, it couldn0t be considered an accurate, random sample approach "his ma-es it difficult to ma-e accurate inferences about the population /urthermore, the
24

small number of people who completed the sur!ey also limits the inferences we could ma-e about larger BYU Radio listener population

/he $esults .t0s important to remember that a larger sample of respondents could ha!e pro!ided more accurate results* howe!er, e!en with the limited number of respondents, there are a number of trends we feel dictate a representation of the population We started our analysis by re!iewing the answers to the sur!ey After we analy:ed the sur!ey answers, we performed statistical tests to further analy:e the results We found se!eral trends that are important for BYU Radio to address from simply analy:ing the answers to the sur!ey .emographics .n order to better understand our listeners, we used the results from our sur!ey to breadown listening habits based on a number of -ey characteristicsF Race and &ocation Age 8ender .ncome (atisfaction with BYU Radio Using BYU Radio as a missionary tool

We belie!e that this will allow BYU Radio to ma-e se!eral decisions and changes that will enable them to better meet the trends of their listeners and enhance the number of people listening
2=

$ace and 0ocation /or a )uic- summary, 9; percent of BYU Radio listeners who participated in our sur!ey described themsel!es as $aucasian While most of the listeners are located in Utah, and predominately in the western United (tates, there are more listeners outside of Utah then within "his is important because if content is too specific to a Utah audience, many listeners will not feel connected and lose interesting .f BYU Radio is loo-ing to appeal to a national audience, which they are if they subscribed to ser!ices li-e (irius, then they may want to ensure that they do ha!e some programming that isn0t only appropriate for Utahans

2C

/urthermore, with regards to the distribution of where listeners of BYU Radio li!e, BYU Radio should ensure that their programs timing matching with Western time :ones (ome of the people we spo-e with in our phone inter!iews mentioned that it was annoying when there were so many repeats of a show .t appeared as if programming was coming on many times during the day All though it is appropriate to ha!e programming that e!eryone can relate to, it is impossible to match the time :ones of e!eryone across the United (tates A( a result, it is better to appeal to the :ones with the most listeners, and then allow other listeners to download content or get transcripts so they can still access content and benefit from BYU Radio programming -ge We thought it might be appropriate to determine the ages of those listening to BYU Radio, and determine how often they are listening, what method they use to tune in and what time of the day they are tuning in "his type of information could be used for promotions, determining programming schedules, and coming up with ways to engage and reach out to specific age groups in order to get them to listen to BYU Radio

29

"his first graph Dsee abo!eE is a description of age groups and how often they tune into BYU Radio each day As you can see, 40 to =0 year olds tune in the longest because C45 of people who tune in for 4 to = hours fall within that age group "he 20 to 22 year olds seems to only tune in for less than an hour and other hours ha!ing a fairly e!en distribution .t0s important to note that e!en though 40 to =0 year olds seem to listen to BYU Radio for the longest amount of time, they also comprise 24 percent of the audience "he only age group that comprises a larger portion of the audience is 20 to 22 year olds with about 2C percent of the o!erall BYU audience "his is important because we will want to ensure that our content is geared to these types of listeners Ifforts will need to be made in order to ensure that programming and promotions match the interests of these two age groups

22

Also, based on the results we see, content isn0t really isn0t effecti!e at reaching listeners under 20 and o!er =0 As a result, we feel li-e minimal attention with regards to programming and promotions needs to be directed towards these age groups "he last important piece of information regarding age that may be useful is how age groups are tuning in #nline streaming is the most popular across all age groups, and so it is definitely an effecti!e means of reaching our audience #n the other hand, podcasts aren0t !ery popular, and therefore not as much time and effort need be used in promoting this method With regards to (irius<7, it is more often used by middle'aged and older listeners "his isn0t surprising gi!en the fact that (irius is a costly ser!ice, and it is less li-ely that younger indi!iduals would be able to afford it #ne thing that is particularly surprising about listening methods is that under 20 year olds and 20 to 22 year olds don0t really listen to BYU Radio through the mobile app (eeing as how younger age groups are more li-ely to be adopters of technology, this could be an indicator that people aren0t really that aware that e,ists (hould we decide that we would li-e to increase the number of listeners under 20 and from 20 to 22, promoting the BYU app could be an effecti!e means .t is cost effecti!e, which would appeal to a younger demographic, which normally has less additional income to spend, and it is digital, which is definitely the current trend "his idea is further reinforced as we loo- at the age of respondents who commented on the BYU Radio app within our sur!ey
10

>early 40 percent of respondents who said they would be interesting in downloading a BYU Radio app were between 20 and 22, and those in their thirties were o!er =0 percent supporti!e of downloading the app We feel strongly that these medium

would be one of the most effecti!e in reaching younger listeners A recent study by >ielson in (eptember, 2012 disco!ered that ?C; percent of 24'1; year olds now owning smartphones A DhttpF66blog nielsen com6nielsenwire6onlineQmobile6young'adults'and' teens'lead'growth'among'smartphone'owners6E "his means that we ha!e a significant opportunity to moti!ate this age group into downloading the app and becoming a more fre)uent listener of BYU Radio

11

Gender We also thought it would be appropriate to compare listening habits of male and female0s listeners to determine if there were any trends associated with gender While most of the information seems to suggest that gender doesn0t play a significant role in helping determine listener habits, there are a few things that could suggest trends "he first trend we obser!ed from our sur!ey indicated when female listeners tend to listen to BYU Radio most often While most hours of the day hold a fairly e!en distribution between males and females, there seems to be a trend that females listen more in the mornings than men do "he results of the sur!ey indicated that nearly 40 percent of our female respondents listen to BYU Radio between = am and noon "his could be for a number of reasons #ne of the primary reasons could be that women are more often than not responsible for getting their children ready in the morning or while they are performing daily chores around the house As a result, they may be up and getting ready while listening to the radio at the same time 7en on the other hand, may be wor-ing and unable to listen to the Radio during these hours BYU Radio may find this useful and pro!ide more female oriented programming during the earlier hours of the day to appeal to a female listener base .t is interesting to note thought, that in the phone inter!iewers we conducted, our male respondents mentioned they often listened to BYU Radio in the morning hours @owe!er, they did mention that they listened during their commute to wor- "herefore, the hours of = am to noon, shouldn0t be all female content, and slightly ad+usted to reflect the commute of males to wor- We could e,pect that during the hours of = to 2, the distribution would be pretty e)ual But when men start wor- around 2 am, the number of men tuning in will drop off .t may be worthwhile to conduct more in'depth research to
12

determine more specific times when people listen in order to confirm this suggestion Another interesting obser!ation based on gender is the methods people are listening to tune in 7ales are much more li-ely to use mobile apps and online streaming, whereas females are listening through cable and satellite pro!iders and (irius<7 #nce again, this could be useful for promotional reasons, and how to use specific methods of targeting listeners based on the !arious BYU Radio listening channels By using specific messaging and promotions based on the different channels each gender uses to tune in, we can better reach specific genders and e!en encourage others to tune in and increase audience si:e

11

"he final point regarding gender that interested us, was why men are much more li-ely to tune in once a month o!er females Almost twenty percent of males listen only once a month, whereas only 4 percent of females listen the same "here must be some reason for this, but that wasn0t disco!ered through this sur!ey We feel this could be helpful in determining if there is a specific program that isn0t aired !ery often that is !ery popular among males, or perhaps the programing isn0t li-e, and causes them to not want to listen Iither way, there is an opportunity here that should be further e,plored

Income
1;

As part of our analysis of BYU listeners we also thought it may to useful to see some results based on the income le!els of the respondents and determine if there are any trends in their listening habits 7ost BYU Radio listeners ma-e under H40,000 dollars a year "his would e,plain why most of their audience uses free forms of listening, such as on'line streaming or podcasts, compared to more e,pensi!e options, li-e (irius<7 #nce again, it is surprising that mobile app usage would be so low, because apps are a !ery ine,pensi!e method of listening "he BYU Radio app is free, and smartphones ha!e become much more per!asi!e in today0s growing digital world "his is further e!idence that BYU Radio could do a lot more to promote this method, and target lower income indi!iduals and families Using online streaming to reach lower income indi!iduals would also be a !ery good idea

14

Also, one reason why the ma+ority of listeners may be ma-ing under H40,000 a year is because most listeners are under 20 to 22 .t wouldn0t be surprising to learn that most of these listeners are actually students at BYU

1=

/inally, a )uic- note about income le!els and the types of programming they en+oy "here appears to be no real difference in the types of programming en+oyed depending on how much money people ma-e "he only program where the highest income earners tuned in more often than the H100,000 to H1;2,222 range was PAncestors0 and PReal /amilies, Real Answers 0 "his could suggest that upper income earners Dwhich could also be older indi!idualsE appreciate more family oriented content, gi!en their age and their feeling towards their own families #lder indi!iduals ha!e a greater appreciate for family gi!en their e,perience with their own families "his could indicate that an appropriate way to reach this demographic would be to promote such programming @owe!er, these

1C

programs aren0t incredibly popular, and so consideration needs to be ta-en whether or not it is worth it to promote to reach this audience, or whether or not there are other stations that could be promoted and draw more listeners to the station 1here /hey 0isten We thought it would also be interesting to loo- at where people are listening to BYU radio #f all the areas, school was the most unli-ely place for people to tune in, with 90 percent of people saying they ne!er listened to BYU Radio at school $ar was a surprising answer, but when remembering that most listeners are probably students or without !ehicles, it ma-es sense that the numbers would be so low "he most popular place to listen to BYU Radio is at home, which ma-es sense because of female listeners who most li-ely listen while at home, or while students are home "he fact that people are listening at home may be useful in helping BYU Radio de!eloping its programming 7ost people while at home are multi'tas-ing, and therefore most li-ely not one hundred percent focused on the material As result, listeners may not be completely focused on the radio content 7aterial could be tailored so it is less content oriented and simplified, so

19

people are better to multi'tas- "his is why music is so popular, but it allows people to be doing other things at the same time

Satisfaction with B"# $adio (atisfaction le!els among sur!ey respondents are much lower than we want #nly 495 of respondents said they were either satisfied of !ery satisfied with BYU Radio0s programming "his number is far too low and needs to be addressed "his trend implies that a little less than half of BYU Radio listeners aren0t satisfied with what they are listening to and will most li-ely turn the station .n addition to a low program satisfaction le!el, se!eral other aspects of BYU Radio also ha!e low satisfaction le!els .n regards to con!enience, only =95 were satisfied #nly =;5 were satisfied with BYU Radio0s accessibility and ;15 satisfied with customer ser!ice /inally, only 145 of respondents were satisfied with the promotions for BYU Radio "his number is !ery low and can actually be seen as an opportunity for BYU Radio to start promoting more #!erall, respondents had low le!els of satisfaction for BYU Radio0s programming, con!enience, accessibility, customer ser!ice, and promotions

12

B"# $adio -spect Brogramming $on!enience Accessibility $ustomer (er!ice Bromotions

Satisfaction 0evel 234 495 =95 =;5 ;15 145

(atisfaction le!els were also low in regards to the genres of programming that BYU Radio offers BYU sporting e!ents co!erage only had a satisfaction le!el of =05 and 8eneral $onference had the highest le!el of satisfaction of C25, which still isn0t as high as we would li-e "al- shows only had a ;=5 satisfaction le!el and music was =05 3e!otionals and inspirational messages had a =15 satisfaction le!el and news had only a 1C5 All of these satisfaction rates are considerably low, especially the le!el of satisfaction for news &isteners don0t seemed to be !ery satisfied with any of the genres that BYU Radio offers B"# $adio Genre BYU sporting e!ents co!erage 8eneral $onference "al- (hows 7usic 3e!otionals6.nspirational 7essages Satisfaction 0evel 234 =05 C25 ;=5 =05 =15

;0

>ews

1C5

We found an important piece of information by loo-ing at the percentage of respondents who listen to BYU Radio specifically for the music it offers 4;5 of respondents said they listen to BYU Radio for the musical content According to the satisfaction le!el of =05 for music, we can see that music is the most popular reason why respondents listen to BYU Radio and yet only =05 of respondents are satisfied with it "his is an issue that needs to be addressed by BYU Radio S-/IS -(/IO5 We thought it was !ery important to analy:e satisfaction of BYU, because it0s important for a station to -now what listeners are thin-ing about the content "his will be useful in helping us determine whether their needs to be lots of changes to the station, or if only minor ad+ustments must be made "here are a few -ey elements of audience satisfaction that should be highlighted /irst, the ma+ority of the most popular and highly rated content is not BYU Radio specific 8eneral conference, sports co!erage and de!otionals are highly appro!ed by listeners, but they are not created by BYU Radio As of now, BYU Radio specific content isn0t as popular, and ran-s lower

;1

(econd, while !ery few people say they are !ery dissatisfied or dissatisfied, this doesn0t necessarily mean that things are doing !ery well "here are a large number of people who are neutral or ha!e no opinion Beople won0t really want to say BYU radio is doing a bad +ob, but they aren0t willing to say they are happy either

/inally, BYU Radio appears to be doing a !ery good +ob with its con!enience and accessibility Both of these aspects rated !ery high, with a net promoter score of =2 percent for con!enience and 4; percent for accessibility @owe!er, there are a high number of respondents who ha!e a neutral, or no opinion regarding their satisfaction of Bromotions and Brogramming (eeing as how a station0s success is primarily +udged by its content, there should be a significant emphasis on increasing the positi!e !iews of programming $urrently, only 14 percent of the sur!eyed audience promotes the programming, which is !ery wea- Bromotions are also necessary for creating a greater following and attracting listeners, and currently around ;0 percent are promoters .n order to increase a greater following, this will need to be impro!ed but more targeted, promotions %$OG$-**I5G
;2

.t0s also appropriate to understand what the perceptions are regarding the programming While we already discussed satisfaction, it is also appropriate to go o!er the most popular programs as well as what the respondents thin- of the !ariety of content offered by the station /irst, the respondents demonstrated that the si, most popular programs are Din order of most popular to least popularE 8eneral $onference, 7usic and the (po-en Word, $I( /iresides, BYU /orums, Bronco 7endenhall0s (how and "rue Blue Unfortunately, the most popular content offered on the station is not actually created by the station itself "his demonstrates that BYU Radio needs to do a better +ob promoting its own content "hat is what will ma-e the station uni)ue, and more li-ely to increase in popularity &isteners can obtain 8eneral $onference, 7usic and the (po-en word and $I( /iresides from other sources, and so BYU Radio cannot e,pect to ha!e as many people use their station when tuning into these programs @owe!er, if other programs were more recogni:ed and popular, people would ha!e no option but to listen to BYU Radio in order to follow these BYU Radio specific programs >e,t, around =4 percent of respondents mentioned that BYU Radio has a wide !ariety of content What we don0t -now is whether or not this is a good thing While it is good to ha!e a !ariety of programs to appeal to a number of different interests, it can also get to the point where it becomes e,cessi!e "hose we inter!iewed in our phone
;1

inter!iews mentioned how they turn to other stations such as fo, for news, or other music stations to satisfy their music cra!ings "hat is because they are not finding what they need from BYU Radio and there are other, more specific stations that offer this material We feel that BYU Radio needs to become a speciali:ed station that people tune to for specific programming needs @owe!er, with too much !ariety, there isn0t enough of a solid !oice that will draw listeners in

B"# $adio as a *issionary /ool BYU Radio has e,pressed an interest in wanting the station to be seen as a missionary tool When respondents were as-ed if they thought BYU Radio is being utili:ed as an effecti!e missionary tool, only ;45 agreed "he rest of the 445 of respondents said they neither agreed nor disagreed >o one said they disagreed "his is interesting when compared to the following )uestion in the sur!ey that as-ed respondents if they thought BYU Radio0s current programming was li-ely to attract non'&3( listeners =05 of the responses said they disagreed "his almost seems contrary to the pre!ious )uestion >o respondents said they disagreed that they thought BYU Radio was being used as an effecti!e missionary tool, but more than half said they didn0t thin- it was li-ely that BYU Radio0s content would attract non'&3( listeners We can suppose that
;;

respondents didn0t want to say the disagreed that BYU Radio was being used as a missionary tool, but they honestly disagreed that the programming is li-ely to attract non' &3( listeners .o you feel that B"# $adio is utilized as an effective missionary tool for the 0.S (hurch6 >either agree nor disagree Agree and strongly agree Satisfaction 0evel 234

445 ;45

/o what extent do you agree with the following statement) 7B"# $adio8s current programming is likely to attract non9 0.S listeners'7 (trongly disagree and disagree >either agree nor disagree

Satisfaction 0evel 234

=05 2C5

0ikeliness to attract non90.S listeners

;4

When we first discussed BYU0s ob+ecti!es at the beginning of our research, we discussed that using BYU Radio as a missionary tool was important @owe!er, the data we collected from our sur!ey demonstrates that BYU Radio could be doing a better +ob #nly 10 percent of listeners say that BYU Radio is able to attract >on'&3( listeners but about 10 percent say they aren0t satisfied and ;0 percent said they didn0t agree or disagree We feel as if many listeners would choose no opinion because they wouldn0t want to critici:e the $hurch0s efforts in missionary wor- @owe!er, this neutral position is more of a negati!e indicator than a positi!e indicator @owe!er, it presents a large percentage of people who could be persuaded and moti!ated, and perhaps chance the missionary perception of the station (onclusion Although the limited number of respondents ma-es it difficult to ma-e accurate inferences about the larger BYU Radio population, there are a number of trends that we feel will help us ma-e decisions to better the station and attract more listeners Gnowing the demographics of our audience and their perceptions of the station will help us understand how to more effecti!e meet their needs "he ne,t section contains our suggestions based on the results of our bac-ground research, phone inter!iews and online sur!eys We strongly belie!e that as we wor- to implement them, we will be able to achie!e our goals in reaching more people, increasing the popularity of the station, and
;=

using BYU Radio as a more effecti!e missionary tool for the $hurch of %esus $hrist of &atter'day (aints

Strategic $ecommendations S1O/ -nalysis

;C

Strengths Bart of BYU brand /amily'friendly programming #n (irius<7 and 3ish >etwor-

1eaknesses "oo many programs &ow satisfaction rate with programming >o direction

Opportunities BYU Radio is seen to be connected with BYU"M Use (irius<7 to reach >ational Audience 7issionary "ool

/hreats &osing listeners because of too many programs #ther radio stations

Situation -nalysis BYU Radio doesn0t -now their current customer base 3ue to this lac- of information, they are recei!ing mi,ed results from their current programming strategies By attempting to reach the broadest audience possible, BYU Radio has created too large a !ariety of programming "his wealth of programming options on the station lea!es a ma+ority of listeners dissatisfied with BYU Radio as a whole, and many are abandoning the station to find similar programming elsewhere (ome difficulties in the process of sol!ing this problem may arise /irst, BYU Radio has the challenge of determining how to best position themsel!es within the crowded radio mar-et "his may re)uire BYU Radio to reposition its brand to reach a niche mar-et and possibly lose some listeners in the process #nce this is accomplished, BYU Radio needs to grow that niche customer base "his can be done through their social media as well as other strategies

;9

(ore %ro!lem&Opportunity BYU Radio needs to de!elop a specific direction for their programming and brand, or they will continue to ha!e low satisfaction rates and may slowly lose listeners $ecommendations After conducting bac-ground, )ualitati!e, and )uantitati!e research, we ha!e se!eral recommendations for BYU Radio that will help them reach out to others and impro!e listener satisfaction #ur first recommendation is for BYU Radio to choose a !oice that they want to be -nown for "his can be accomplished by e!aluating programming along with possibly eliminating unpopular programming "here are many different programs that BYU Radio offers "he large selection of programming was meant to satisfy many different listeners, but our research states that listener satisfaction is actually )uite low "his can possibly be tied to the fact that listeners are tuning in to BYU Radio and not finding the specific program they want to listen to because there are too many to choose from "he second recommendation is to ma-e BYU Radio0s online presence, with their website and social media, more user'friendly and rele!ant to listeners As discussed in our bac-ground research, BYU Radio is doing well with creating interaction on their /aceboo- page but that interaction isn0t rele!ant to the content on BYU Radio We recommend that BYU Radio only post content that relates bac- to the station such as as-ing /aceboo- friends what they thought of a program, reminding listeners of upcoming programs, and posting news and e!ents relating to BYU .n addition to altering what BYU Radio posts on social media, they should also ma-e their own website more user'friendly "he website should contain an easy'to'find, downloadable copy of the station0s programming schedule as well as transcripts from the tal- shows According to
;2

our )uantitati!e research, BYU listeners that participated in the sur!ey ga!e the con!enience of BYU Radio a satisfaction le!el of =95 .n addition, BYU Radio0s accessibility =15 and customer ser!ice ;05 By pro!iding schedules and transcripts, BYU Radio listeners can access information that can possibly lead to increased satisfaction in con!enience, accessibility, and customer ser!ice #ur final recommendation is for BYU Radio to use its resources strategically so the entire station is !iewed as a missionary tool BYU Radio can use its programming as a missionary tool >on'&3( spea-ers could be in!ited to spea- on the show to appeal to non'&3( listeners and continue to play religious content on (undays Along with their programming, BYU Radio can use their website as a missionary tool by ma-ing talshow content a!ailable to listeners "he listeners can print the transcripts and use the information for tal-s or to share with friends By ha!ing content a!ailable online, listeners could also share the information on their own /aceboo- pages or on their "witter accounts "his allows the information to be spread through listeners doubling as a missionary tool

(onclusions and $ecommendations from %rimary $esearch After analy:ing and e!aluating the research, we found some -ey things that could help BYU Radio find the conclusions they are loo-ing for We were able to identify who BYU Radio listeners are which was the goal of this research process "he responses from the sur!ey ga!e us a good perspecti!e about the listener0s listening habits, income, satisfaction le!els, etc (ocial media can be a !ery powerful tool if it is used correctly BYU Radio could increase the traffic on /aceboo40

and increase their audience if they use the right tools that engage listeners in a con!ersation about the station0s programming and moti!ate them to act "he findings of the sur!ey show that there are a greater percentage of listeners that feel neutral about recommending BYU Radio to other people BYU Radio should design strategies and tactics that will con!ince this audience to increase their support for BYU Radio .n addition, some of the programs ha!e smaller audiences and popularity so BYU could focus more resources on popular programming to impro!e the stations reputation and popularity

0imitations of the research) We did not ha!e the right sample si:e for the sur!ey We initially wanted to ha!e ;00 people ta-e the sur!ey, but unfortunately didn0t reach that number 3ue to timing restraints, lac- of participation from listeners, and not ha!ing a large pool of people to choose from, we only recei!ed 91 complete responses "his made the )uantitati!e analysis difficult to measure because we could ha!e recei!ed better results if we had a larger sample si:e Another limitation was the lac- of bac-ground information a!ailable to us about BYU Radio "here is some research about BYU Radio, but until we conducted the sur!ey, we did not ha!e an idea about who BYU Radio0s audience could be We did not -now who the listeners are, their characteristics, or their preferences "here was a lac- of correlation between different !ariables such as listeners0 location, age, or profession When analy:ing the sur!ey data, we found that in most cases we could not find any correlation at all between !ariables /or e,ample, we found that there is no correlation between income and how listeners listen to BYU Radio We found that there is no correlation between how listeners listen to BYU Radio and where they listen "his
41

problem ma-es it difficult to -now if there are two !ariables that affect each other "his problem also is due to not ha!ing a large sample as well as some possible bias on the sur!ey0s responses Strengths of the research) "he research shows strong insights and findings that can be used to impro!e BYU Radio in the future #ur research pro!ides indi!idual case information (ince we conducted se!eral in'depth inter!iews, we had good input to create and come up with good )uestions for our Lualtric0s sur!ey "he feedbac- gi!en by the inter!iewees was useful to understand listeners0 recommendations We are able to identify BYU Radio0s audiences and listeners "his research was designed to -now who the listeners are and profile them We -now the a!erage listener0s income, preferences and listening habits

42

Bi!liography BYU Radio Wikipedia: the free encyclopedia. Retrie!ed from httpF66en wi-ipedia org6wi-i6BYUQRadio @art, G D2009, %uly 2=E (atellite radio merger appro!ed The Washington Post. Retrie!ed from httpF66www washingtonpost com6wp' dyn6content6article6200960C6246AR20090C240102= htmlRhpidStopnews Reuters D2009E (irius completes ac)uisition of <7 satellite Retrie!ed from httpF66www reuters com6article6200960C6106industry'satellite'dc' idU(>222=222420090C10RspStrue (chonfeld, I D2011, /ebruary 11E With 90 million users, Bandora files to go public TechCrunch. Retrie!ed from httpF66techcrunch com620116026116pandora'files'to'go' public6 (irius <7 D200C, /ebruary 20E 7erger presentation Retrie!ed from httpF66library corporate'ir net6library6=26=2=6=2=1;6items62120916/.>A& 52002 20 0C pdf (:alai, 8 D2012E (irius <7 re!enue, subscribers rise in second )uarter The Hollywood Reporter. Retrie!ed from httpF66www hollywoodreporter com6news6sirius',m're!enue' subscribers'rise'149294

41