Listenership of Selected FM Radio Stations: A Survey of Koforidua Residents
Date
2009-06
Authors
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Journal ISSN
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Publisher
University of Ghana
Abstract
This research was primarily designed as survey to find out what motivations informed
listeners' patronage of selected FM radio stations within the Koforidua municipality. The
quantitative and qualitative approaches were used in this study, which was conducted from
March 11 to 20, 2004. Five (5) suburbs, within the Koforidua Municipality, namely, Betom,
Srodae, Adweso Estates, Old Estates and Effiduase, were purposively selected. A structured
questionnaire, consisting of 26 closed-ended questions, two of which were matrix questions,
and 12 open-ended questions, elicited responses from 200 respondents that indicated what
needs the respondents used radio to gratify. Ten listeners were selected for individual indepth
interviews to augment the findings. Majority of the respondents stated that their main
reason for listening to FM radio stations was to obtain information on public affairs and
education. Most respondents tuned in to radio at dawn primarily because of morning
devotion. News was the overriding reason why listeners tuned in to radio in the morning. The
findings further revealed that the respondents spent relatively more time listening to radio
over the weekends than they did during the week. A little above one-third of respondents had
phoned into radio programmes. It was evident that majority of the respondents listened to the
external radio stations more than they did the local FM radio stations. Good presentation,
experienced presenters, timeliness, amplitude, current information and news, current affairs,
and educative programmes were attributes that made most respondents prefer the external FM
radio stations to the local ones.
Description
MPhil.
Keywords
Koforidua Residents