CHAPTER- 3
RESEARCH METHODOLOGY OF THE SPECIFIC PROJECT
3.1 STATEMENT OF THE PROBLEM
“To evaluate the customer awareness for Sarang radio, Mangalore”
| To evaluate the customer awareness of saarang radio, Mangalore |
| Unaware |
| Medium aware |
| Fully aware |
| Do you listen to radio? |
| Yes |
| No |
| What are the radio channels you listen to? |
| Why the radio is not preferred? |
| What are you aware about Saarang? |
| Which are the radio channels you prefer and why? |
| Are you satisfied with the current shows in Saarang? |
| Yes |
| No |
| What changes would you recommend? |
| What are the factors contributing to your satisfaction? |
| What are the programmes you like in Saarang? |
| Do you have any issues with saarang ? |
| Yes |
| No |
| Which shows you like/ dislike and why? |
| Yes |
| No |
| What are those issues / constraints? |
| Any changes/ suggestions you would recommend? |
3.3 THEORETICAL BACKGROUND OF THE STUDY
The study is conducted to know the customer awareness of Sarang radio. The analysis includes the reasons why people are not aware of Sarang and the factors that are influencing them to listen to other radio stations. The study also finds out what are the issues that the current Sarang listeners face and the study recommends necessary changes to be made in Sarang so that it can attract more listeners towards it. The questionnaire for this study was built on AIETA (Awareness Interest Evaluation Trial Adoption) model so that the awareness level can be assessed completely and necessary suggestions made.
3.3.1 Community Radio
Community radio is a radio station for a particular community, group, purpose or institution and generally covers a radius of 10 to 12 kms. In India, the campaign of Community radio started in the mid 1990s, soon after the Supreme Court of India approved the idea, passed on its judgment in the month of February 1995, and declared "airwaves are public property". This notion of the Indian government was passed on as an inspiration to groups across the country and community radio started with only educational (campus) radio stations under somewhat strict conditions. The Indian policy places community radio within the framework of article 19 of the Indian Constitution which enshrines the freedom of speech and expression. This means that it recognizes the fundamental right of communities to express themselves, and further recognizes community radio as a legitimate tool for expression. In contemporary development communication debates, Amartya Sen has also said that giving a voice to the voiceless is a form of development. In this sense, the Indian policy is an admirable one and has already inspired a similar policy in Bangladesh.
3.3.2 AIETA (Awareness Interest Evaluation Trial Adoption) model
Awareness: the prospect learns of the product, but knows little or nothing about it beyond its existence and some idea of its benefits.
Interest: the prospect becomes interested, seeks information, and begins to gather details.
Evaluation: the prospect imagines him- or herself using the product. At this point, the prospect asks the question, “Can I do it? Can I see myself as the owner of this product?”
Trial: the prospect experiments with the product on a small scale in an effort to become intimate with it and learn how to use it to his or her best advantage.
Adoption: the prospect begins large-scale use, which hopefully leads to preference, satisfaction, and repeat purchases.
Various questions of the questionnaire reflect the AIETA model and the analysis is meant to bring out the factors that would lead the respondents to listen to Sarang radio.
3.4 LITERATURE REVIEW
ROLE OF COMMUNITY RADIO IN INDIA
— Shreya Shively 2011
A community radio (CR), in essence is a type of radio service that caters to the interests of a certain area and broadcasting material that is popular to a local audience.
There are usually problems with spectrum availability for a CR in a local area. Moreover, radios even today are not allowed to air news or news related broadcasts, thus restricting content. The biggest issue however, is that of sustainability. It is commonplace for a radio to be set up, yet last a very short time period. The reasons are many – lack of community interest, insufficient content, sporadic financial assistance and insufficient support by the donor. All these, combined with the bureaucratic problems of getting a license hinder the process of growth of community radios in India, making it long and cumbersome.
There is still a long way to go in ensuring the sustainability of these stations. Government policies need to be relaxed further, to perhaps allow corporations to set up Community Radios as a part of their CSR activities.
To ensure a regular supply of good quality content, information from government agencies regarding local welfare programs should be made available to community radios to spread awareness. Moreover, CRs can be brought under State activities like rural development, women empowerment and other welfare measures, where it can be used to take part in and broadcast informative programs.
The need of the hour is to educate the masses, create awareness and cater to the needs of the people at the grass-roots level. Setting up of successful community radios can help to empower and give a voice to the people of India, and in turn strengthen the tenets of democracy.
COMMUNITY RADIO: THE KEY TO PROPEL RURAL DEVELOPMENT IN INDIA
By Sakshi Abrol:Community radio derives its genesis from the fundamental principles of democracy necessarily entailing equal and active participation in civic affairs and freedom of speech and expression. The media is vigilant enough to report a number of issues pertaining to the deprived or the socially marginalized.
It would definitely be feasible for community radio to connect viably with issues pertaining to their own neighborhood broadcasted in their own native language. It provides a platform for the local people or groups to tell their own stories share their experiences and thus become active contributors and participants of the media. In this way, people become creators of their own community specific media. In a way it also broadens their horizons of thinking and over time may even lead to a scenario where they will be increasingly aware of the national issues of importance. In many parts of the world, community radio acts as a vehicle for the community and voluntary sector, civil society, agencies, NGOs & citizens to work in partnership to further community development as well as broadcasting aims.
Anna FM is India’s first campus ‘community’ radio, launched on 1 February 2004, which is run by Education and Multimedia Research Centre (EMRC), and all programs are produced by the students of Media Sciences at Anna University. The main thrust areas where the campus community radio generally focuses on are issues relating to health, education, career, stress management, interpersonal relationship between parents and children, lectures, workshops etc.
Apart from all this, it also spreads awareness among the college students regarding the living conditions of slum dwellers thriving around the campus. The students may broadcast different community based programs with the help of community based members residing in adopted slum areas and community residing grounds. Students are therefore important stakeholders in carrying out the process of spreading awareness which is an important function of any community radio. Like Anna FM caters to programs on how to improve agriculture. These programs inform and educate farmers about the latest fertilizers, seeds and so on. The Anna FM 90.4 also airs programs on environment, health and rural development. There should be a nationwide campaign to show the importance of community media in general and community radio in particular and the support the cause actively especially in the most under-developed and neglected areas.
INDIA: COMMUNITY RADIO STATIONS MULTIPLY, BUT WILL THEY THRIVE?
By Sushmita Malaviya
India now boasts 70-plus community radio stations (CRs) run by universities as well as NGOs and agricultural agencies. The community radios face common challenges to sustainability and growth: time-consuming licensing processes, weak transmission power, the need for more human resource training, and the perennial search for a viable CR business model.
CRs in urban areas also compete in the airwaves with much larger stations Weak transmission also reflects low-quality transmitters. More transmission power may not help much for now, because there are few analog frequencies available and larger players are able to grab the most favorable ones in the current system of allotments. Only when India becomes digital by 2015, there could be a lot of frequencies and the power could be raised.
CRs need to pay more attention to positioning of their transmission towers
Most CRs feel that there is a need for ongoing capacity building support from donors and government.
CRs are allowed to generate revenue from advertising, but not all have been successful at it. Vasundhara Vahini in Baramati is completely self-reliant, while RadioJU has only one advertiser and finds most potential clients only interested in music programming targeted at young people.
CRs can look at at local micro-ads as a revenue-generating alternative-for example, by urging local residents to pay small sums to have birthday greetings mentioned on the air. CR’s can also broadcast classified on-air ads for such things as bicycles, tractors and farm animals, or for local shops.
3.5 OBJECTIVES OF THE STUDY
3.5.1 PRIMARY OBJECTIVE
· To evaluate the customer awareness of Sarang radio, Mangalore
3.5.2 SECONDARY OBJECTIVE
· To evaluate customer awareness of Sarang radio, Mangalore
· To assess the needs of a current Sarang radio listeners and recommend changes to be done
3.6 SCOPE OF THE STUDY
The target audience is restricted only to the radio listeners (existing listeners of Sarang radio and listeners of other competitors such as Big fm, Radio Mirchi) of Dakshina Kannada, Karnataka (Ullal, Bengere, Hampankatta, Kankanady, Bendore,) and deals only with the expectations of radio listeners.
3.7 DATA COLLECTION
3.7.1 PRIMARY DATA
The primary data for the study was collected through direct interview method with the help of a structured questionnaire. Telephonic interview was also conducted. The respondents for our study were:
· The listeners/non-listeners of radio
· The current Sarang listeners in Mangalore
3.7.2 SECONDARY DATA
Secondary data was collected from various web sites and newspapers.
3.8 SAMPLING
3.8.1 POPULATION
The area of study is in and around Mangalore i.e. Bengere, Ullal, Kankanady and Bendore .
3.8.2 SAMPLING UNIT
Radio listeners/ non- listeners in and around Mangalore.
3.8.3 SAMPLING METHOD
Non-Probability technique – Convenience and Snow Ball sampling technique is used to determine the sample size.
3.8.4 SAMPLE SIZE
A sample size of 90 respondents was chosen based on non probabilistic method of sampling.
3.9 STATISTICAL TECHNIQUES USED AND ITS RELEVANCE
· SPSS software package is used to draw analysis on the required data.
· Through SPSS tool, descriptive statistics was carried out. Bar charts and frequency tables were derived from the software.
· The data is also analyzed by using crosstabs to find out the relation between 2 variables
3.10 LIMITATIONS OF THE STUDY.
· The respondents were reluctant to reply. It was difficult to get information from them
· There are very few research articles available on radio industry, especially community radio.
· Questionnaires couldn’t be distributed to the respondents as they were not willing to fill it, therefore the survey was to be conducted in the form of interview and their response to be recorded later.
· Sample Size chosen is highly biased, as they were chosen according to convenience.
· Not all regions where the radio reaches were covered, the study is restricted only to few specific areas.
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