WNKU survey results.

1. Public radio that ROCKS?
Ryan Busse Gabriel Esuola Rachel Gearding Robin VanCleave

2. • To measure NKU students’ awareness and
attitudes towards WNKU
• To measure NKU students’ feelings towards the
music played by WNKU
• To assess NKU students’ musical preferences at
specific times throughout the day
• To assess how to attract college age listeners
without abandoning current listeners
• To determine the medium of music in which NKU
Students listen to and discover music

3. Population
Northern Kentucky University Students
15,279 (as of 2011)
Sampling Frame
NKU classes in which MKT 492 students
were able to administer survey
Sample
NKU students, from those classes, that took part
in the study = 208 participants

4. • 208 participants over a 7 day period
• Participants took survey through their mobile
devices or laptops. Administers played music clips
universally for class
– Our initial intentions were to develop a self-
administered survey, where participants would
complete survey over their mobile devices or laptops
while listening to music clips through headphones
• 15 minutes to administer survey
• Non-probability, student intercept

5. - “A survey by Vision Critical finds that Pandora listeners
report spending 50% more time listening AM/FM radio
that non-Pandora listeners.” ( Inside Radio, November 2012)
-Pandora users are also more likely than other
Americans to listen to AM/FM radio online and on
a mobile device.
WNKU listeners
WNKU listeners
75+ yrs 1.0% are mostly seen
65-74 yrs 7.5% in the 45+ age
55-64 yrs 44.7% group.
45-54 yrs 22.5%
35-44 yrs 4.5%
25-34 yrs 11.0% WNKU listeners
18-24 yrs 6.3% Average NKU
12-17 yrs 1.1% student age: 24
6-11 yrs Arbitron Data
1.5% (CollegePortrait.org)
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%

6. - Majority of NKU Students live off campus - 71% of the respondents are upper-class students
- Male and Female respondents were equally represented
Gender
140
96 Male 120
94
Female
100
80 97 Senior
Junior
Do you live on or off campus?
60 Sophomore
26 16
Freshman
On Campus
40
164
Off Campus 20 39 36
0
Under-Class Upper-Class
190 NKU Students out of the initial 208 188 NKU Students out of the
answered this question initial 208; there were only 3
Graduate Students not included

7. Base Size = 191

9. 26 Hip Hop and Pop
33 are the most
Blues frequent genres
34 Classical listened to by NKU
Jazz Students. On a
60
brighter note, the
Genres
Other two rock genres are
87
Country rated as the 3rd and
93 4th most frequently
Classic Rock
104 listened to genres.
Modern Rock
114 Pop
115 Hip Hop
Base size = 208
0 15 30 45 60 75 90 105 120
Responses
Q27Which of the following types of music do you like to listen to?

10. Percentage of how often students listen to FM radio
35% Our findings show
30% FM radio listening
is still
25% instrumental in the
lives of NKU
20%
students. 53%
15% total listen to FM
radio 3+ hours in a
10% typical week. Only
5% 1% (2 respondents)
said they do not
0% listen
Less 1-2 3-6 7-9 10+ I don't
than 1 hours hours hours hours listen Percentage of how often
hour they listen to FM radio
Q59 In a typical week, how many hours do you spend listening to music on FM radio?

11. 75% From the results, it
70% 73% can be illustrated that
65%
60% most respondents
55% prefer to listen to
50% Music that Rocks
45% 51%
throughout the day
40% 47%
35%
30%
32% 31%
25% Music that Rocks
20%
15% Mellow Music
18%
10% 15 % Talk/News
5% 10%
0% 6% 4% 5% 7% Rather Not Listen
Morning (wake up Afternoon (noon Evening (after 5
till noon) and 5 p.m.) p.m.)
Q:69,78,79:Whatwhat would you prefer to listen to in the morning, afternoon, evening;191
NKU Students out of the initial 208; a few dropped off due to lack of interest or technology
complications

12. Traditional Two sides to this story Modern
100% 100%
13.2% 11.7%
90% 90% 20.59% 20.59%
80% 36.1% 14.63%
41.0% 25.37% 80%
70% 53.43%
60% 20% 70%
50% Often 60% 41.67%
33.82%
34.15% 38.05% 53.60% Often
35.61% 50%
40% Sometimes
30% 40% 18.63% Sometimes
20% 18.05% Rarely 30% 33.82% 19.61%
10%
13.66% 25.85% Rarely
11.71% Never 20%
7.32% 26.96%
0% 10% 7.84% 18.14% Never
4.90%
0%
Base=205
Base=204
Traditional ways to find new music are still prevalent. Internet streaming such as
FM radio( 72% sometimes or more) and Recommendations YouTube and Pandora are the
from friends(79% sometimes or more) , are still popular dominant channels students
ways students find music.
find new music. (87% sometimes or
more)
Q:8,9Thinking about how you might discover music that is new to you, how often do you
learn about new music in the following ways?

13. Music is an important
Music is an important part of my life
part of my life
People often look to me
People often look to
as someone who knows
me as someone who
a lot about music
knows a lot about
music
I enjoy a wide variety of
I enjoy a wide variety musical styles
of musical styles
Strongly
Disagree I like to discover music
I like to discover music that is new to me
that is new to me Disagree
Strongly Agree
100% 80% 60% 40% 20% 0%
Agree
0% 5% 10% 15% 20% 25% 30% 35%
Q:7Please indicate your level of agreement with the following statements

14. Familiarity with WNKU Students are
aware of
WNKU, but know
Extremely familiar 5% very little about
the station. Very
few students are
Familiar 16% familiar, which
can be seen as an
opportunity.
Heard of, but know very little 61%
Percentage of Students
Never heard of WNKU 18% familiar/not familiar
Base size=191
0% 10% 20% 30% 40% 50% 60% 70%
Q:36How familiar are you with the radio station, WNKU?

15. -Students are not listening to WNKU
Daily 3
2-3 a week 4
Once a week 6
2-3 times a month 5 Responses
Once a month 4
Base Size:191
Less than once a month 14
Never 155
0 20 40 60 80 100 120 140 160
Q71 How often do you listen to WNKU?

16. - Based on Chuck’s identification of Tune-Ins, it is realized that respondents
tended to score them high on a scale of 1-4
- Artists like James Gang, G Love and John Hiatt scored in the 70% of top 2 box
80%
70% Turn the
station
Scale Turn it up
60% 34.4% 24.7% 1 2 3 4
30.2% 30.2% 26.0%
50%
40% 11.6%
30%
45.6%
20% 41.4% 40.9% 39.5% 40.5% Like A Lot
4.7%
33.5%
10% 16.3%
0%
Number following
artist indicate base
size for respondents
Aggregate of Q:50-57Please indicate how you feel about this song clip.

17. - Tune-Outs like Chuck expected scored low in the top 2 boxes on a 4 point scale
- Most Tune-Out scored low in the Like A Lot box indicating that respondents did
not favor any of the these songs
70%
Turn the Turn it up
60% station
Scale
50% 24.2% 1 2 3 4
40% 15.3% 6.0%
7.4%
30% 5.6%
6.0%
20% 37.2%
Like A Lot
35.3%
31.6% 29.3%
25.1%
14.4% Like Somewhat
10% 22.3%
7.4%
0%
Number following
artist indicate base
size for respondents

19. - Students who live off-campus are significantly more likely to be Upper-Classmen
Live on Campus Live Off Campus
Under Class 63.0% Under Class
37.0%
95.5% Upper Class
Upper Class
4.5%
Base: 215
Q29,63 Do you live off/on campus; what year in school are you? Significant at
99% confidence

20. -Upperclassmen have been on campus longer than Underclassmen and are therefore
more likely to have had a class in Landrum Hall
-Having a class in Landrum Hall significantly increases awareness in Students
Extremely
Never heard
of WNKU
Scale Familiar
19.3% 1 2 3 4 20.3%
11.8%
7.3%
7.9%
7.3% 3.8%
1.3%
Had a class in Have not had a Under-Class Upper-Class
Landrum class in Landrum
Hall
Familiar Extremely Familiar
Q36_65,36_29: How familiar are you with the radio station, WNKU? Have you have a class in Landrum Hall;
What year in school are you? Significant with 99% Confidence, base size=215

21. -More Upperclassmen recall seeing the advertisement for WNKU and
individuals who have had a class in Landrum Hall recall seeing the
advertisement. This shows that the advertisement is effective.
69.1%
45.9% 45.6%
61.8%
54.4%
54.1%
38.2%
30.9%
Under Class Upper Class
Class in Landrum No Class in
Do not recall seeing ad Recall seeing ad
Landrum
Q23_29,65:Do you recall seeing this advertisement for WNKU; What year are you in school;In the past
two years have you had a class in Landrum Hall? Significant at 99% and 97% confidence;n=188.

22. Pop Listeners FM Radio
Listening Habits
-53% of pop music listeners are listening to FM radio for at least 3 or more hours a week.
10+ hours 10.3%
7-9 hours 9.4%
3-6 hours 40.2%
1-2 hours 20.5%
Responses
Less than one hour a week 19.7%
Don't listen 0.0%
0% 10% 20% 30% 40% 50%
In a typical week, the
students who listen to FM
radio that are pop listeners. Base size=117 96% confidence

23. -61% of Country listeners are listening to FM radio for at least 3 or more hours weekly
10+ hours 11.0%
7-9 hours 15.4%
3-6 hours 34.1%
1-2 hours 24.2% Responses
Less than 1 hour 15.4%
Don't listen 0.0%
0% 10% 20% 30% 40%
In a typical week, the students
who listen to FM radio that are Base Size=91 98% Confidence
country listeners

24. 10+ hours 14.70%
7-9 hours 8.80%
3-6 hours 11.80%
1-2 hours 26.50% Responses
Less than 1 hour 35.30%
Don't listen 2.90%
0% 10% 20% 30% 40%
In a typical week, the
students who listen to FM Base size=34 92% Confidence
radio that are Jazz listeners

25. - Students are still using FM radio to discover new music
- Females are significantly more likely than males to discover music through FM
radio
47.90%
Often
28.10%
28.1%
30.90%
How frequently do
Sometimes
36.50%
females and males
36.5%
find music that is
“new” to them
Rarely
14.90% through FM radio?
21.90%
21.9% Female
Male
6.40%
Never
13.50%
13.5%
0% 10% 20% 30% 40% 50% 60%
Q:94Thinking about how you might discover music that is new to, how often do you learn about Base= 190
new music in the following ways? Males-96
Significant at 97% confidence Females-94

26. - Modern Rock and Classic Rock listeners are significantly more likely to
discover new music through the internet
100%
80%
65.7% 61.7%
Often
60% Sometimes
Rarely
40%
24.5% Never
29.5%
20%
10.6%
4.8% 3.2%
0%
Modern 105
Base Size =
Rock Classic Rock
Base Size = 94
*Internet includes: Youtube, Any Streaming Station including Pandora, Grooveshark, etc.
Q8 Thinking about how you might discover music that is new to you how often do you learn about new music in the
following ways?

27. Tune-Ins vs. Tune Outs
-Students who listen to modern rock, classic rock and country genres rated
tune-ins significantly higher then tune-outs
3
2.9 Turn the
Scale Turn it
3 2.8 Station Up
2.3
1 2 3 4
2.5 2.2 2.2
2 *Average means of
7 Tune-Out Music Clips
7 Tune-In Music Clips
1.5
Tune out
1
Tune in
0.5
Tune Out Base Size = 201
Tune Up Base Size = 200
0
Modern Rock Country Classic rock
Q27,Aggregate of Q:50-57Please indicate how you feel about this song clip.

28. “What do you like about “I love the variety of music
that’s played. I rarely hear
WNKU?” the same song
Respondents indicated that twice, which is
impressive.”
they like: “Plays a wide
• The wide variety of music variety of music.
WNKU plays The news is
relevant and
• How WNKU plays different interesting. It’s
music than other stations “I like that there are hip.”
• The news they report no commercials, and
they play different
• Students showed interest in music than other
the specialty music hours stations.”

29. Qualitative Data
“WNKU
needs to
ROCK IT!!”
“ I don’t know what station
WNKU is on. I don’t know
what kind of music they
play. I like rock music
mostly”

30. Qualitative Data
“Play more music that
“How do you think WNKU college student like. Not
could improve?” music that the college
professors listen to.”
Respondents believe WNKU “Not enough
can improve by: publicity. They
• Playing music college students play music I
would listen
will like to.”
• Playing well known songs
• More promotion of the station “I would like to hear
a few well known
songs to sing along
with .”

31. Qualitative Data
“I like to music
and the DJ’s on
“What do you like about
the stations I the FM stations you
listen to listen to?”
regularly.” “The stations I
listen to play Respondents liked the:
some top songs • Disc jockeys and radio
and have announcers
throwback days
“I like the stations I
for older songs.” • The variety of music played
listen to because
they play music • How the radio station played
that I like and if I “popular” music
don’t like what
they’re playing I
can change to
another one.”