There are a number of ways to survey consumers. The following are some time-proven methods.
Direct Mail Questionnaires are survey questions designed to gauge viewer interest. People that are affiliated with, for example, the media, are targeted and a survey is directly sent to them. The number of questions ranges from a few on a postcard to many questions on multiple pages. The direct mail questionnaire list zeroes in on the desired target audience.
When mailing surveys extreme attention must be given to the format of the questions. The questions should be easy to read and hold the persons attention. Direct mail questionnaires are dependant on the audience to return the survey. If not designed realistically, the results may not predict viewer interest.
Pro: If
filled out completely this can result in detailed information about those who
returned the survey audience.
Con: Response rates of mail surveys are generally low and results can be biased
by who responds. The results may not represent the full potential audience.
Random Sample surveys are sent to the general public, not to a specific audience as with the Direct Survey. The distinguishing characteristic of a random survey is the selection process offers every individual an equal chance of being represented.
Questions can be pre-tested to ensure that the most objective results will emerge. Pre-testing "weeds" out questions that are biased or lead the person to a conclusion.
Pro Can be the most statistically valid and comprehensive
than other survey methods
used.
Con Can be the most time-consuming and expensive survey method used, and
with a 3% to 5 % margin of error.
Telephone surveys are conducted over the telephone. Telephone surveys rely on randomly selected telephone numbers in viewing "regions." Questions can be asked quickly and results processed during or immediately after the call.
Pro Responses can be accumulated frequently and rapidly.
Con Labor costs can be
costly due to the amount of time it takes to gather the desired number of
responses.
The Business Reply survey is similar to direct mail, but is distributed using postage-paid business reply cards with a limited number of questions. Reply cards can be distributed by direct mail. Targeting certain regions or groups increases the possibility of responses, particularly since the respondents don't have to pay for postage. However, it is typical that only participants who have an interest in the channel reply. Those who are indifferent or ambivalent remain unheard. Response can be increased by advertising the survey ahead of time -- like the census, but that to can also influence who responds.
Pro Least expensive (using cable billing) and can potentially reflect most
accurately the actual habits and viewing preferences of viewers.
Con You usually only get
those with strong feelings, either positive or negative. Anyone on the fence
will not send in the cards.
Methods include printing a survey in a city newsletter, handing out cards at city-sponsored events, or employing survey-takers to fill in questionnaires at these events. Many cities offer a prize drawing or incentive to those who participate in surveys. A popular prize is three months to a year of free basic cable service. Sometimes the cable company will donate the prize. In other cases, cities pay for the prize's). These surveys usually have a successful turnout. Results can be show and documented when writing proposals for grant money.
Only by having a strategy based on accurate audience data can you move to the next step of planning how the channel will operate in its initial and subsequent stages.