Presentation on theme: "What Is Research? A non-threatening, common exercise, which all of us do each day. The gathering of information for use in decision making. “A process."— Presentation transcript:
What Is Research? A non-threatening, common exercise, which all of us do each day. The gathering of information for use in decision making. “A process of finding out information about something we want to know” A critical practice for effective and accountable operations. A question of “Attitudes”
The Need for Research How Can it Help? Tests Strategy against Experience Limit Size and Cost of Mistakes in Planning Greater Success in obtaining Resources Keeps Us on Course Will Keep Us Relevant
Why Research? It is an Indispensable Asset in the “Tool Box” of the Communicator There is No Better or More Accurate Way to find the Pulse of the Audience “Any enterprise is built by wise planning; becomes strong through common sense; and profits wonderfully by keeping abreast of the facts.” Proverbs 24:3,4 – The Bible
When Should Research Be Done? From the Initial Project Proposal Stage When determining which Communication Strategy to use When it is Time to Analyze the Program’s Effectiveness
Contextual (desk) Research Moves beyond “can we reach the area?” to “are we connecting with the listener?” Who is the listener? How does he/she think and believe What are his/her needs
Contextual (desk) Research Listeners’ lifestyle Beliefs/values/daily life Language Demographic data Media use Personal communication habits (how they respond)
Contextual (desk) Research Current events and social developments Political scene – impact on listener and on local media operations Crisis situations (natural or man-made) Social issues and trends (HIV, drug use, literacy)
Contextual (desk) Research Media environment Who broadcasts to the audience and how? What media does the audience use? New media developments (DRM, mobile phones, internet audio, growth of local FM radio) Media freedom DXers & media watchers’ info
Research: Results Oriented Major TTB Research Rev. Isac Silvano with church leader in Angola LARGEST GROUPS REPORTING Umbundu Khmer Malayalam Mandarin Oriya Serbian Tagalog
Interviews / Surveys....”This information will be invaluable to everyone involved as we work together with the board of TTB to make better informed decisions about their global ministry. The reports, interviews and recordings are also very important to TTB in keeping their donors informed about what God is doing through each language project….” Joe Fort David J. Molossongue Evangelist
Media Habits - Networking InterSearch Committee Meeting InterSearch is dedicated to the improvement of Christian broadcasting through research. HCJB TWR FEBC FEBA Words of Hope Back to God Hour IBRA Adventist World Radio
Quantitative Information InterMedia Understanding audiences Measuring effectiveness Targeting communications
Impact - Potential Mozambique Research Meeting with FEBA Research Director Strategy & Planning Nyungwe (Tete) Chuabo (Zimbezia) Hugh Barton, Research Director: FEBA
Networking = Cooperation Research = Cooperation Rev. Isaias Uaene FEBA Mozambique Rev. Tomas Jane TWR Mozambique Hugh Barton FEBA
Impact - Potential Maputo, Mozambique On the Ground Coordination & Training Translation Work on Questionnaire Planning Random Sample Methodology 1000 Nyungwe respondents 1000 Chaubo respondents
Research Culture links to Training Lisbon Training for Producers Training Seminar for new or fairly new producers. Approximately 10 people for 1 week. Research included as one of the basics for radio production staff!
Research Culture links to Training Global Training Consultation Included “Research” as a key theme: To incorporate ongoing research into the audio production process at key times in each program’s life cycle. To foster an atmosphere of investigation, lifelong learning, and spiritual gift development. To provide training, research, and other related materials.
Research Culture links to Training The Intended outcome included emphasis on: Research, which is strategic, objective, thorough, and audience oriented; to improve decision making and program effectiveness. Follow up counseling and research, which allows a meaningful communication process between TWR and the listener.
Measuring Impact - Swaziland Swaziland Kerus Project Elements Planning Pastor’s Conference FM Reach Ezrome Magagula Pan African Development Institute
Measuring Impact - Swaziland Objectives for Research Project with VOC/TWR Swaziland Field Research Determine the National reach of VOC FM network (weekly listening audience). Determine the listening habits of the audience. Determine the popularity of the different programs on the schedule. Determine the base levels of the “Knowledge, Attitude & Behavior” from the “Be Faithful” programs. Determine the listener-ship of 1170 MW Trans World Radio English. From the “Be Faithful” producers; questions they would like to know….
West Africa Audience Access Major Research Objectives.... To assess the availability and pricing of radio receivers that cover the FM, MW, and SW bands in the various countries. To obtain statistics for the present listening audience to SW broadcasts in rural interior areas in Ghana, Mali, Niger, Burkina Faso & Senegal. Primary field research will be carried out in these countries, while secondary research will be analyzed (Intermedia) for other countries within the region.
West Africa Audience Access Major Objectives cont’d..... To compare listening patterns among shortwave, medium wave, and frequency modulation bands in these countries. To discover how many radio stations are using these broadcasting bands. To discover which broadcasting bands are important to listeners who plan to purchase new radios in the next year. To measure the present daily/weekly/monthly listening audience to TWR/ELWA, and any other Christian broadcasters for whom TWR is transmitting within the African countries.