Modern Marketing Information & Analysis CW1

Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Practice and Skillset | MG507 CW001 Content Design Black Sheep Marketing | Client: Marlow FM Vic Davies| Ruth Hickmott Word Count: 2967 | ID Number: 20914427 |21017802 | 21024091

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Contents Page Executive Summary – Page 3 Introduction – Page 4 Client: Marlow FM (About) – Page 4 SWOT Analysis – Page 5 and 6 Marlow FM’s Objectives – Page 7 The Marketing Research Process – Page 7 Problem Definition – Page 8 Exploratory Research – Page 8 and 9 Secondary Research – Page 9-15 Qualitative Research – Page 15, 16 and 17 Research Objectives – Page 18 Planning the Research – Page 18 and 19 Preparing the Research Brief – Page 19 and 20 Time Plan – Page 21 Agreeing the Research Plan – Page 22 Data Collection (Quantitative/Primary Research) – Page 22-35 Conducting Qualitative Research – Page 35 and 36 Analysis and Interpretation of the Qualitative Results – Page 36 Conclusions and Recommendations – Page 37 Appendices – Page 38-56 References – Page 57

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Executive Summary Marlow FM 97.5 is a community station serving the Buckinghamshire area (mainly Marlow and High Wycombe) with traffic updates, programmes and music. They currently aim to attract more advertisers for their radio station and more listeners – in number and value terms. Within this report, Black Sheep Marketing aim to achieve these objectives through in-depth primary and secondary research and an effective media kit to help attract these advertisers and how this should be communicated.

The results of this research conducted by Black Sheep can then be used to give an understanding on the perception on what advertising potential exists for Marlow FM within the transmission area and consumer audience.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Introduction The aim of this report is for Black Sheep Marketing to design and conduct primary and secondary research and an effective media kit to help local community radio station; Marlow FM, achieve their business objectives. Marlow FM currently reaches out to around 55,000 households within Buckinghamshire. However, the radio station currently aims to attract more listeners and advertisers for their company. Black Sheep hope to achieve this through strategic research plans and an effective media kit.

The research overall research plan includes both primary and secondary data as well as quantitative and qualitative. The report looks into the different types of content formats and research tasks Black Sheep Marketing will be using to help achieve Marlow FM’s aims and objectives.

Client: Marlow FM Who are their listeners?

According to a recent survey conducted from Marlow FM the majority of listeners are people aged from around 35-54 years old; with the majority of them listing at breakfast time or on their way to work in the mornings. As many of Marlow FM’s listeners are either employed or self-employed, it is clear that their demographic are people who lead very busy lives.

What music do they play?

Marlow FM plays a range of different music, for example Disco, Contemporary, Country, Reggae, Jazz & Blues and Folk music. They aim to target a wide range of audiences with music that appeal to different cultures and demographics.

What areas do they broadcast in?

Marlow FM broadcasts to around 55,000 households in Marlow and the surrounding area, including parts of High Wycombe, Loudwater, Flackwell Heath, Bourne End, Cookham and Hurley.

Table 1: About Marlow FM

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

SWOT Analysis for Marlow FM In order to propose and justify recommendations for Marlow FM, it is important to understand the current situation of the radio station. A classic way to undertake this analysis is to use a method called SWOT.

“The marketing audit is a major exercise which ranges widely over all the internal and external factors influencing an organisations marketing activity. It generates, therefore, a huge amount of material that has to be analysed and summarised to sift out the critical issues that will drive the marketing plan forward. The commonest mechanism for structuring audit information to provide a critical analysis is the SWOT analysis (Strengths, Weaknesses, Opportunities, Threats.” (Brassington & Pettitt, 2007, p.141).

Table 2: Definition of SWOT Analysis

STRENGTHS Marlow FM offer specific advertising slots

Marlow FM only currently has one

for businesses, products and events as well

advertiser on their website. “Black Sheep

as sponsorship (they currently obtain one

Marketing” aim to change this and increase

sponsor; “Platts Motor Company”).

their number of advertisers (and listeners

Marlow FM currently run over 25

of course).

different types of shows, programmes and

As with any radio station, audiences may

music sessions on their radio station 24

only listen to it in the background and the

hours a day, 7 days a week.

content may go unnoticed.

Marlow FM currently broadcasts to around

Marlow FM’s advertising pricing packages

55,000 households within High Wycombe,

are seen to be a great deal more expensive

Marlow, Loudwater, Flackwell Heath,

than some of the other radio stations

Bourne End, Cookham and Hurley.

within Buckinghamshire. This could put

Audiences can listen to the station through the internet on the official Marlow FM website as well as through the radio.

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WEAKNESSES

businesses off and influence them to advertise elsewhere.

Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

OPPORTUNITIES

THREATS

Increase advertisers for their radio station

There are other local radio stations within

and website e.g. local businesses in the

High Wycombe/Buckinghamshire such as

area.

Mix 96 and Time 106.6 so Marlow FM

Increase transmission area e.g. broadcast

could potentially lose out on listeners to

further into other areas of

their competitors.

Buckinghamshire.

Some radio stations have been forced to close due to the current economic climate in the UK and not enough money to keep the stations up and running.

Table 3: SWOT Summary of Marlow FM

The strengths and weaknesses (internal) represent where Marlow FM is currently now, however the opportunities and threats (external) represent Marlow FM’s possible future.

After analysing the results of the SWOT method, as predicted it is key for the success of the station that brand recognition is in need to be built on, which will result in more listeners and also more advertisers. Using a number of effective market research formats, Black Sheep Marketing will gain Marlow FM brand recognition and hopefully gain a sizeable share in the radio market.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Marlow FM’s Objectives Community radio station Marlow FM has been broadcasting since May 11th, 2011. Audiences can listen through the radio or via the online website. They currently produce over 90 hours of live or recorded-live shows every week, specialist programs and drive time shows as well as over 15 types of music.

Recently, however, Marlow FM has been looking to update and improve their radio station. They have set themselves key aims and objectives which they hope to achieve through the help of Black Sheep Marketing. The objectives are as follows.

Attract more listeners for their radio station – “in numbers and in value terms” Gain more local businesses to advertise through their radio station Raise awareness and money for a their own charity

Table 4: Marlow FM’s Aims and Objectives The Marketing Research Process When a business has decided to undertake a research project, it is important to make sure that it is planned and executed systematically and logically. Using marketing research will allow Black Sheep to take some of the risk out of marketing decisions that will help Marlow FM decided on the course of action they wish to take at the end of the process. It is applicable to all aspects of the marketing decisions and should be an integral part of the process of formulating a marketing strategy. (Proctor, 2000, p3).

Table 5: What is the market research process?

The market research process can be easily explained using the model presented below. The model shows the broad stages in the process, however offers businesses a framework that can be tailored easily to meet their needs and requirements. (Brassington & Pettitt, 2007, p.150).

Following this module will give structure to the research and will ensure the that ‘right’ objectives are defined and achieved as quickly, efficiently and cost effectively as possible for Marlow Fm. It will enable Marlow FM to have an insight into the perspective of their current and potential listeners. It will also give an indication on how to attract more advertisers to the station and for their reasoning on why they would/wouldn’t advertise their business with Marlow FM. 2

Problem Definition

Research Objectives

Planning the Research: 7

Prepare the Research Brief Agree the Research Plan

Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Data Collection

Conduct the Research

Analyse and interpret the Information

Conclusions and Recommendations

Source: Brassington and Pettitt (p.150, 2007)

Problem Definition Problem Definition is the first and one of the most important stages in the market research process. It helps define exactly what the research is about, it essentially determines if the research project will be a success.

Wright & Crimp, (2000, p.3) Table 6: About Problem Definition Any business wanting to conduct market research needs to define precisely what the problem is and how that translates into research objectives. This may lead to identifying other concerns or problems that need to be included in this research that Marlow FM did not think of firstly. This is where exploratory research is useful.

Marlow FM is currently facing a few problems within their company which Black Sheep Marketing hopes to solve. They currently only possess one advertiser on their online website; therefore, they aim to increase the amount of advertisers they have for their radio station and attract more listeners.

According to Wright & Crimp, (2000, p.4) “Exploratory research can be used to clarify the problem areas for research.�

Table 7: Exploratory Research Exploratory research is often undertaken in order to collect preliminary data to help clarify or identify a problem, rather than for generating problem solutions.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Before preparing a major proposal, Black Sheep suggest that some exploratory work may be undertaken to eliminate some of the possibilities or filling some basic gaps in understanding how Marlow FM’s listeners and potential advertisers react to Marlow FM and what their opinion is on the station.

Exploratory Research

Secondary Research

Qualitative Research

Internal Records

Focus Groups

Past Marketing Research

Depth Interviews

Reports Market Reports Newspapers

Source: (Jobber, 2000, p.4)

Secondary Research Secondary Research is quicker, more efficient and less expensive to acquire than primary research. From the Internet alone, useful information can be found on “market size and trends, competitor activity, ownership patterns, environmental trends etc.”, (Wilson, 2012, p.51). However, secondary data may not always be accurate or directly applicable. Therefore, primary research will also be used. Secondary research can; Provide data that cannot be obtained using primary research such as government statistics, export figures, market research reports etc.

Assist in the research design, highlighting aspects such as who to interview, where to interview and the most appropriate questions to ask. For example, Black Sheep don’t need to ask questions that have already been asked on the questionnaire on Marlow FM’s website. Results from Marlow’s questionnaire can also help detect the type of people who listen to the radio station. This can give Black Sheep an insight of who needs to be interviewed next. It is essentially useless to interview people at random if they don’t listen to Marlow FM. Help to clarify or redefine the definition of Marlow FM’s research requirements and answer some or all of their needs. For example, as the organisation’s essential aim is to gain more advertisers for their radio station as they currently only have one. Black Sheep can use secondary research to get on the road to help achieve this objective.

Provide comparative information to check on the reliability of data gathered from primary research.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Table 8: Advantages of Primary Research Aside from Marlow FM, there are other radio stations which specifically operate within the Buckinghamshire area, as shown in the table below.

Mix 96 – 96.2 FM About: Mix 96 plays a “melodic adult contemporary style” of music with a large variety of songs from the 60s, 70s, 80s, 90s and 00’s as well as recent popular music of today. They also have local news bulletins on the hour from 6am to 6pm Monday to Friday and 8am to 1pm on weekends. At all other times, Mix 96 carries national and international news on the hour from Sky News. They also have their own Facebook and Twitter pages with nearly 5,000 “likes” and followers. They also offer a unique “Mix 96 Loyalty Card” for their listeners for exclusive deals and discounts from businesses across Buckinghamshire, specifically in Aylesbury.

Target Audience: Mix 96 broadcasts 24 hours a day, 7 days a week from their Aylesbury studio. Their official website explains that that are the radio choice of “65% of their target market within the Aylesbury Vale area, who tune in for our mix of music, local and national news and sports coverage”. Their target market is 25-54 year olds, who are “quite literally listening anywhere and everywhere”.

Advertisers: Mix 96 explains advertising with them is a “unique approach which guarantees to offer a solution, with radio advertising starting from as little as £125 per week”. They have had hundreds of different local businesses advertise through them for over 16 years.

Awaaz Radio 107.4 About: Awaaz Radio run over 25 different shows during the week providing news, views, discussions, insights, a wide variety of music and much more, so there is something for everyone. Awaaz are a non-profit organisation and depend on the local community of High Wycombe for support in order to meet financial obligations and remain on air and provide their listeners with lively, vibrant and interesting entertainment. They also aim to donate to charitable causes locally and around the world whenever possible. They also offer exclusive membership to their listeners for a minimum of £6 a month. The membership includes a monthly newsletter, 20% discount on all Awaaz events, invites to studio audience, advertising discounts, participation of live studio discussions and eligibility to become a candidate of one of the radio station’s numerous committees (e.g. religious, youth, sport, women’s, educational etc.)

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Target Audience: Awaaz FM mainly targets the Asian community. One segment of their target listeners is those who celebrate Ramadan. They currently offer a “Sehri Show” and broadcast a range of shows to fit in with their Ramadan Transmission including live “Traavi” transmission, as explained on their official website.

Advertisers: Awaaz FM describes their radio station as the only local radio station catering to the core population of High Wycombe and its surrounding areas. They aim to offer local companies get themselves known in the local area as the business environment is becoming increasingly difficult due to the economic climate of the credit crunch and growing competition. Businesses can sometimes lose customers due to this competition and revenue can fall.

Awaaz aim to help bring those customers back through advertising on their radio station.

They obtain a business friendly advertising rate card which they claim to be “a fraction of the price of other radio stations”. Also on offer are different advertising packages for local businesses (as shown; http://www.awaazradio.com/Advertise.html). Their website currently has the following advertisers; “Single Market Services”, a graphic, web and leaflet design business, “Nasars”, a curry restaurant and takeaway, “Acepoint Travel LTD”, passport and visa services, “Contours Express”, a ladies fitness & weight loss studio, “ABID” catering services and “Aava” photography.

Time 106.6 FM About: Time 106.6 (formerly known as Star 106.6 when they first launched in 1993) has been running for over 6 years.

They play “your all time” favourites 24 hours a day as well as wide variety of different shows and segments for all different types of people. Time 106.6 broadcasts in Berkshire, Buckinghamshire, Surrey and the Heathrow area of London. They also offer regular updates and information on local/national news, local/national sport as well as specific weather reports Advertisers: Time 106.6 provide a “Business Link Directory” which is a unique and flexible way to help advertise local businesses to the radio stations listeners. By advertising through Time 106.6, companies can benefit from being advertised on the online website and live on air 6 times a day, 7 days a week informing listeners and potential customers of who they are, who they are and what they do. Some of Time 106.6’s current advertisers are; “aplan” insurance company, “sensura” dentistry, Maidenhead United F.C, royal Windsor racecourse, “Burnham garage”, Berkshire East NHS services, Royal Berkshire fire and rescue, Slough F.C. and more.

Table 9: Other radio stations broadcasting within the Buckinghamshire area (Marlow FM’s competitors)

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Marlow FM conducted a research questionnaire earlier in 2012. Black Sheep Marketing have analysed this data, advising on potential opportunities that Marlow FM can benefit from.

The data shows that Marlow FM has more male listeners (63.6%) than female (36.4%). This could indicate that they need more content in their radio slots to appeal to women. This could be a good opportunity to encourage advertisers with a business or a product that targets men to advertise with Marlow FM. The average age of Marlow FM’s listeners are between 45 and 54.

Marlow FM could potentially look into expanding their target audience to the younger generation; however this is a great opportunity to express to advertisers with a business targeting to the older generation that there is opportunity to advertise here and reach their customer base.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Taking into account of what listener’s hobbies and interest are, it narrows down what advertisers could be used to potentially bring in a larger audience. The highest percentage is food and drink (57.3%).

A high amount of University graduates make up the majority of Marlow FM listeners. While a few years of secondary education and city and Guilds make up the smallest audience of listeners.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Having self-employed people as the majority of Marlow FM’s listeners, and students /unemployed people being the smallest listeners shows who the radio station are targeting.

The highest point of audiences listing to the radio station is when they are travelling to work; the genre being music at this time in the day. Local sport is the lowest on the chart.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Based on the information from the survey, it indicates that there are more males than females who listen to the radio station. Only 34.6% are a female audience leaving the other 63.4 % being male listeners. Through secondary reasearch it is also clear that the majority of listeners are working people who are either self employed or employed; also having had graduated from university. The age range of listeners range are mainyly in the 4554 year old catogory, which can furthermore be linked to the activities and hobbies fromdemographic. By obtaining this information, the staion can get a better insight into how to advertise to its clientel.

Using this information will help Black Sheep Marketing have a better understand on the Marlow FM Audience and will also help eliminate some of the research in the later quantative research.

With over half of participents (57.3%) commenting that they would like to hear about Food and Drink, this is an option that would not need to be mentioned again due to it proving it is a popular subject in this secondary research. This would also be an attractive statistic to show potential advertisers in the food and drink industry, ensuring them that a majority of Marlow FM listeners wish to hear about topics related to food and drink.

With the majority of the particapents having a university degree this indicates they come from a welathy background having established a high level of education. This question will not need to be asked at a later date and has enabled Black Sheep Marketing to understand more indepth about Marlow FM’s audience.

A majority of particapents stated that they were self-employed. This will help Marlow FM have an understanding that there is vast amount of advertsing potential with their existing listners.

Table 1: Quantitative Research Analysis Qualitative Research Qualitative research is especially useful for investigating motivation, attitudes, beliefs and intentions, rather than quantitative data such as questionnaires. It is often based on very small-scale samples and, as a result, cannot be generalised in numerical terms. Although results are often subjective, tentative and impressionistic, they can reflect the complexity of the consumer decision making, capturing the richness and depth of how and why consumers act in the way they do. (Proctor, p.234, 2000) The popularity of qualitative research 2

Qualitative research is usually much cheaper than quantitative research.

There is no better way than qualitative research to understand the in-depth motivations and feelings of consumers. Using Qualitative research will allow Marlow FM obtain first hand experiences with ‘flesh and blood’ consumers. Black Sheep Marketing will be able to observe the consumers reactions to concepts, hear consumers discuss Marlow FM at length using their own opinions.

It can improve the efficiency of quantitative research.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Table 11: The popularity of qualitative research The real value in qualitative research lies in helping marketers and companies to understand not what people say, but what they mean. Focus Group discussions and in-depth interviews are the two most commonly used qualitative research methods.

Focus Groups Group discussions are the most popular method of qualitative marketing research. An interviewer recruits 8 to 10 people with similar characteristics who meet in a relaxed informal atmosphere, for a discussion that can last up to two hours. The discussion is convened by a moderator who will introduce the subject matter and encourage the participants to discuss the key issues identified during the briefing with the client. The quality of the discussion is largely dependent on the accurate recruitment of participant’s and the skills and experience of the moderator. Participants should be recruited to specification. (Catterall, 1994) Table 12: Group Discussions/Focus Groups This would be a worry for Marlow FM for example, if there were 6 participant’s that were radio listeners, and 2 that were not, this can disrupt the atmosphere and flow of the discussion as these recruits would probably have little to contribute.

The group moderator is responsible for leading the discussion in a non-directive manner and ensuring that all the discussion objectives that were agreed with the client, in this case Marlow Radio, are met. Generally people who have never before participated in a group discussion are recruited. This is because they will not be sure what to expect, resulting in the moderator needing to establish discussion ground rules at the outset. These will include: It is not a question and answer session and, participants do not need to wait to be invited by the Black Sheep Marketing moderator to express their views.

Discussions concentrating on participant’s opinions, rather than their knowledge of the subject matter.

This is to encourage participant’s with different and sometimes opposing views to speak.

Table 13: Aims of the focus group The designated Black Sheep Marketing moderator needs to ensure that everyone has an opportunity to speak as early as possible in the discussion. Moderators use a variety of ‘ice breakers’. One of these involves dividing groups into pairs. Each pair learns something about their partner and then introduces their partner to the rest of the group, so everyone if introduced in a relaxed atmosphere (Jobber, 2010).

2 Black Sheep Marketing will conduct an exploratory focus group that will act as ‘pilot testing’ to prepare for quantitative research. Conducting this focus group will hopefully guide Black Sheep Marketing and Marlow FM into the right direction on what to focus on in the later quantitative stage, whilst reducing the research costing significantly, as we are reducing the risk of researching unnecessary or less important information.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

On the 30th October 2012, Black Sheep Marketing members met outside Waitrose Supermarket in Marlow, Buckinghamshire. This was discussed and decided by all members that this would be a fitting place to interact with members of the community due to the typical residents of Marlow being in the social AB group. Black Sheep Marketing briefly discussed with the public the purpose of this report, asking them to take part in a short focus group that would be hosted in Marlow on the 2nd November 2012. Black Sheep Marketing targeted a number of 64 people, resulting in 14 people (7 female and 6 male, all frequent radio listeners) agreeing to divulge their personal details and they would consider taking part. In result of contacting the 14 possible participants, 8 (5 female and 4 male) agreed to meet with us at the focus group being hosted in a local coffee shop on Marlow High Street. As explained earlier in this report, more women were regular listeners of the radio; Black Sheep Marketing decided it would give a more accurate result if the ratio of women participants was higher than the male.

Exploratory Focus Group Session Black Sheep Marketing came to a conclusion that it would be beneficial not to focus on local radio stations in this session, however just about generic radio itself. This will give a broader outlook on how they perceive radio in general.

Warm Up Techniques To feel more comfortable and to get everyone into a relaxed state of mind, participants have been instructed to split into pairs. Each pair learns something about their partner and then introduces their partner to the rest of the group, so everyone if introduced in a relaxed atmosphere.

Result Participants agreed this method made them feel more at ease and gave them a sense of feeling more comfortable with the other members of the group.

Sample of the Focus Group Guide Question 1: What is the first thing that comes to mind when I say radio?

Followed on topics related to this question.

Likes/Dislikes Problems Changes you would like to see within the radio industry How do you feel about current radio stations What elements do you like to listen to on the radio (music, news etc) What attracts you to listen to the radio What wouldn’t attract you to listen to the radio 17

What factors might lead you to consider listening to the radio more

Guide Question 2:

Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Table 14: Conducting the focus group Some of the results (comments from respondents) from the focus group are as follows; “I would like to hear unique genres of music on the radio and have different shows and features each week”.

“I don’t like repetitiveness. I hear the same thing every two minutes and when I go to change the channel, the same shows or songs are exactly the same across loads of different radio stations”.

“I enjoy listening to nostalgic songs from the past as they bring back memories from when I was younger”.

“I would like to hear in-depth interviews with interesting guest appearances from celebrities etc.”

The findings from this focus group is essential for Marlow FM to take into consideration as they need to be aware of what their audiences would be interested in hearing on the radio and what they wouldn’t enjoy. This is extremely important as repetitiveness (as explained above) can cause the audience to switch off and not tune into the radio station. It is fundamental Marlow FM present shows and music their audience will enjoy and encourage them to listen to the radio station again and again.

Research Objectives The tight specification of research objectives is important to ensure that the project is developed along the right lines.

Placing key objectives clearly drives the entire research process; it provides the necessary foundations for whatever decisions have to be taken at the end of the process (Crouch and Housden, 2003) Table 15: What are research objectives?

To be successful at this stage, members of Black Sheep Marketing need to have great communication in place; all members need to have a solid understanding on the issues that are involved with Marlow FM that we have found from our previous exploratory research.

From evaluating the results from the exploratory research, Black Sheep Marketing have indicated that the following key research objectives should be put in place to help strive towards in a successful research plan, that will give Marlow FM insight into the thinking of their listeners and potential advertisers.

Find out who listens to Marlow FM. 2

Why/why they do not listen to Marlow FM. Who is within reach of the transmission area Marlow FM broadcast in?

What could be done to attract more listeners to the station What advertising potential exists within the transmission area Gaining enough insight and understanding to create an appealing and enticing media kit to

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attract potential advertisers.

Gaining more interaction with the Marlow community

Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Table 16: What the focus group hopes to achieve

Planning the Research Designing and executing a plan is vital in the success of the marketing research. To succeed, a systematic, efficient approach is essential; creating a plan will allow the following for Black Sheep Marketing: Focuses Effort: According to Gregory, (2000, p.35) it ensures the unnecessary is excluded. It makes you work on the right things. It helps you to work smart instead of just working hard. It enables you to operate efficiently and effectively because you are concentrating on priorities.

Improves effectiveness By working on the right things, defined objectives will be achieved, Time and money will be saved because effort isn’t being diverted into worthy but less important tasks.

It encourages the long-term view To plan you have to look ahead. This forces you to take a longer perspective than the immediate here and now. It helps you to produce a structured programme.

It minimises mishaps Careful planning means that different scenarios have been considered and the most appropriate selected. A

The planning process falls into two sections. Firstly, the preparation of the research brief, and secondly, agreeing the research plan.

Prepare the Research Brief In most cases, a business that wants to conduct market research has a vague idea what the problem is, however they are not sure what the underlying causes or dynamics are.

“A research brief is then created to specify the problem(s) and then decide on an appropriate research design�.

(Brassington and Pettitt)

Table 17: What is a research brief?

The research brief will state: Definition of the problem A description of Marlow FM and what they provide A description of the Market to be researched Specific Research Objectives

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Time and Financial Budgets Reporting Requirements A key requirement in preparing the research plan is to identify clearly what data is needed and to establish how this will be collected. This will either be collected by using either qualitative or quantitative techniques, or combining the two together. The research brief will also indicate on whether online sources will be used to gathering this data and the reasoning for if Black Sheep Marketing will or will not use this format.

Black Sheep Marketing Research Brief Client: Marlow FM Definition of the problem The problem that Marlow FM is facing is that they are trying to attract more A description of the Market to be researched Radio advertising has become increasingly recently popular to provide an important means of broadcast communication for companies operating within a restricted geographic area. Although it is not as effective and important as television and print advertising, in general terms; “radio can play a valuable supportive role in extending reach and increasing frequency� (Brassington and Pettitt, 2007, p.335). Although Marlow FM is restricted to sound only, their High Wycombe-based radio station can still offer wide and creative advertising possibilities and can deliver to a specific target audience.

Specific Research Objectives From evaluating the results from the exploratory research, Black Sheep Marketing have indicated that the following key research objectives should be put in place to help strive towards in a successful research plan, that will give Marlow FM insight into the thinking of their listeners and potential advertisers.

Find out who listens to Marlow FM. Why/why they do not listen to Marlow FM. Who is within reach of the transmission area Marlow FM broadcast in?

What could be done to attract more listeners to the station What advertising potential exists within the transmission area Gaining enough insight and understanding to create an appealing and enticing media kit to attract potential advertisers.

Gaining more interaction with the Marlow community

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Time Plan

Start of Research: 1st October 2012

Time: Two Weeks

Exploratory Research

Total Time: Approximately 8 weeks

Look for potential candidates for focus group Conduct ‘pilot’ focus group Conduct secondary research on Marlow FM and radio (commercial/local) market.

Planning the Research

Time: One Week

Prepare, create and construct the research brief

Data Collection

Time: One Week

Creating the questionnaire |Conducting the questionnaire

Conduct Qualitative Research Analyse and Interpret the Qualitative Data

Time: Two Weeks

Conduct focus group and analyse the findings Conclusions and Recommendations

Media Kit

Time: One Week

Time: One Week

End] of Research 23rd November 2012 Diagram: Timeline of Research Plan Reporting Requirements Black Sheep Marketing will present to Marlow FM the findings from this research, along with forward-thinking recommendations that will help achieve Marlow FM’s objectives on the 23rd November.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Agreeing the Research Plan Agreeing the Research Plan All members of Black Sheep Marketing have looked over and agreed that this research plan, along with a specified time frame, is a reasonable and achievable plan to drive our marketing research towards achieving our research objectives. All members will follow this strategic plan, which will ensure the research is conducted efficiently.

Black Sheep Marketing will identify clearly what data is needed and to establish how this will be collected. A decision has been made that the most cost-effective approach is to firstly conduct a sufficient amount of qualitative research techniques that will hopefully reveal most of the ways in which consumers behave in the radio market, and their attitudes and opinions they hold. This ‘rich’ data will then be used to design a quantitative study, large enough to allow conclusions that will help to Black Sheep Marketing to establish the recommendations that Marlow FM need to put in place for the stations objectives to be achieved.

Data Collection: Quantitative/Primary Quantitative research involves the gathering of data that is measurable which is not open to the same level of interpretation as qualitative research.

“Qualitative research provides insights and understanding, whereas quantitative research seeks to quantify the data and, typically, applies some form of statistical analysis” (Malhotra, 1999).

Table 18: About Qualitative Research It can be collected through primary research (surveys/questionnaires). Quantitative research within this report will involve a larger-scale questionnaire which enables a “factual base to be developed with sufficient strength to allow statistically rigorous analysis” (Brassington and Pettitt, 2007). In this report, quantitative research will be based on the following factors.

1. The Sampling Process Define the “population” (the group that forms the subject of study in the questionnaire) and search for and specify the “sampling frame” and size (a list of the chosen population from which a sample can be selected).

2. The Survey Method Specify the survey method and how to interview them.

3. Questionnaire Design What questions to ask (Source: Jobber, 2009)

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1. The Sampling Process – Who and How Many People To Interview Firstly, it is essential to identify the key population as the survey objective is to provide results that are representative of that group. As previously researched earlier in the report, the majority of listeners of Marlow FM were between the ages of …. Black Sheep Marketing will focus on this age group when targeting the Marlow public with the questionnaire. To get an accurate and measurable amount of data, Black Sheep Marketing recommends that 100 people shall be targeted with the questionnaire.

2. The Survey Method – How To Interview Them When choosing the survey method, there are three options: questionnaires, telephone interviews, mail surveys and internet surveys.

Black Sheep Marketing will be using the method of face-to-face interviews. This is because the response rates are generally higher than telephone interviews and mail surveys. The refusal of personal contact is also less likely to occur. By using a face to face questionnaire, there is high usage of open-ended questions and also the ability to probe is high. However the costs of doing this are also high; but conducting a face to face questionnaire does bring high control of who completes it; resulting in more reliable outcomes.

3. Questionnaire Design – What Questions To Ask It is important to remember that there are three necessary conditions to get a true response to a question. These are; respondent must understand the question; respondents must be able to provide the information and finally they must be willing to provide answers. Therefore the language used must be tailored to the people the questionnaire is targeted to. When it comes to the questionnaire design it has to be useful, flexible and far reaching to obtain the relevant information. The types of questionnaires that can be applied are:  Structured questionnaire, unstructured, semi-structured, closed questions, coding, open-ended questions, direct questions, indirect questions and electronic data processing.

The method that is going to be used is for Marlow FM listeners will be a semi-structured questionnaire as it consists of closed and open questions, allowing for a wide range of responses to be obtained.

Table 19: About questionnaire design and sampling On the 6th November 2012 Black Sheep Marketing conducted a questionnaire as part of primary research outside Waitrose Supermarket and on the High Street in Marlow, Buckinghamshire. As previously stated, all members felt this was a fitting place to conduct this method of research. Previously using this location was a success, ensuring Black Sheep Marketing encountered with the target audience of Marlow FM. It was important to design and gather the data in a well-planned and effective way.

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The aim of the questionnaire is essentially linked with the overall purpose of the research e.g. what does Marlow FM hope to achieve for their radio station? “It is tailor-made to meet the information of the study and therefore lies at the heart of the research process”, (Brassington and Pettitt, p.165).

Questionnaire Objectives Objective “To suit the nature of the target audience”

Description It is essential to pitch the questions in a way respondents can understand; ask questions they can easily be able to answer given their own knowledge and experience of radio.

“To collect the correct type of data”

The overall quality and completeness of responses are important for a questionnaire to be successful. There must also be the right depth of data, “whether it is factual or probing attitudes, beliefs, opinions, motivations or feelings”.

“To suit the research objectives”

The questionnaire must be designed to appropriately gather the correct information for answering research questions for Marlow FM.

“To aid data analysis”

It is important to ensure that the questionnaire is as easy and simple as possible to take the raw data from the questionnaires and analyse the results and input them accurately into any analytical framework or software being used (e.g. graphs/charts/tables etc. through Microsoft Excel or any other program)

“To encourage accurate and full responses”

The questionnaire producer should avoid using leading or judgemental questions; “ensure clarity in the way the questions are asked; ensure that respondents feel at ease rather than threatened or intimidated by the questions”.

“To minimise error and bias”

Guarantee that the questionnaire is “tight” enough to allow it to be administered “by any interviewer, to any respondent, at any time, in any location with consistency”. It is also fundamental to make sure that questions cannot be misinterpreted or misunderstood by respondents (e.g. give instruction for all questions, for example, “please tick one answer only”).

(Source: Brassington and Pettitt, 2007, p.166) 24

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It is also vital that the questionnaire retains interest of respondents so that full completion takes place. Sometimes respondents give up if the questionnaire becomes boring, too poorly explained or too long and confusing.

Therefore, it is fundamental to make sure that the questionnaire takes as little time as possible to complete.

There are two main types of questions that Black Sheep used for the questionnaire; open-ended questions and closed questions.

Open-Ended Questions These allow considerable scope for the respondent to express their own views on the specific topic e.g. “Is there anything you think Marlow FM could improve on?” Questions such as this are described as open-ended because they do not give a range of potential answers for the respondent to choose from. Chisnall (1986) argues that “open-ended questions can help to build the goodwill of the respondent through allowing an unrestricted response”.

Closed Questions These give the respondent a choice of responses within the questionnaire. Closed questions can fall into two groups; dichotomous and multiple choice. Dichotomous questions allow choices such as “yes” or “no”, e.g. “Do you listen to Marlow FM?” Multiple choice questions are seen to be a “more sophisticated form of closed question” because they provide a list of possible choices for the respondent to choose from e.g. “What time of day do you listen to the radio? Whilst getting ready in the morning? On the way to work? On the way home from work? Etc.” Generally, the more options there are, the better, as restraining the amount of choice can create a potential source of bias. All of the multiple choice questions Black Sheep have created include an “Other (Please Specify” option; these answers provide an opportunity to collect responses that were not originally listed.

Multiple choice questions are relatively easy to collect and analyse.

Overall, the success or failure of a questionnaire lies in the detail and design. Detailed wording of questions is essential to take into consideration so the respondent fully understands what is being asked of them, what is required and accurate responses are encouraged.

The layout of the questionnaire is also especially important as an unappealing page could make it difficult to respond to. It must be user friendly. The order of the questions is also important for respondents as “more confusing the flow and the more jumping around they have to do; the less likely they are to complete the questionnaire” (Brassington and Pettitt, p.169). Specific effort should also be prepared to avoid the use of jargon and technical language that may be unfamiliar to respondents.

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Questionnaire Results and Analysis The questionnaire also aimed to gather some information on how often listeners tune into Marlow FM and if there was anything they thought the radio station could improve on. A total of 100 people filled out the questionnaire. While the quality of this research data is essential, it is the analysis of the information that provides the most value for Marlow FM. The results and analysis of the respondents’ answers to the questionnaire as follows.

1. Are you Male or Female?

Female 45%

Male 55%

To ensure the overall results were not biased, a similar amount of each gender was asked the radio questionnaire; 55 male and 45 female.

Which one category below indicates your age?

230 25 20 15 10 5 0 Under 16 17-24

25-34

35-44

45-54

55-64

65-74

As shown, the majority of the respondents who answered the questionnaire were aged 17-54. Again to avoid biased answers, a wide range of ages were asked.

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75-84

85+

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3. What town of Buckinghamshire do you live in?

25 20 15 10 5 0

As explained on their website, Marlow FM broadcast in a range of different areas within Buckinghamshire. Black Sheep Marketing included this question within the questionnaire to find out where the majority of respondents live. As shown, the most common areas were Marlow, High Wycombe, Wooburn Green, Bourne End and Loudwater. Quite a few respondents also live in Beaconsfield where Marlow FM do not currently broadcast in but it could be something to look into in the future if they want to expand.

4. Do you listen to the radio?

(If no, please skip to question 7) No 5% Yes 95%

As shown above, the overwhelming majority (95%) of everyone that answered the questionnaire do listen to the radio. The 5% which answered “no” were instructed to skip to question 7 (as the next few questions were not applicable for them). These 5% were also told to give reasons for why they don’t listen to the radio. Some example answers were: “I find television more interesting” and “I don’t own a radio device”.

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5. What time of day do you listen to the radio?

(You can circle as many as you like) At breakfast 9%

6% 4% 7%

Travelling to work/school

6%

At lunchtime

31%

During the afternoon Travelling from work/school

29% 3%

During the evening

5%

Whilst getting ready to go out Whilst studying/working Whilst going to bed

The pie chart above shows that the majority of respondents listen to the radio travelling to/from work/school (60%). This is important for Marlow FM to take into consideration as listeners are much more likely to tune in and pay attention to what is being broadcast during the times of 7/8am and 5/6pm. An option of “other (please specify)” was also available although 0 respondents circled this answer.

6. What do you like to listen to on the radio? (You can circle as many as you like) Music Travel Information 3%

5%

9%

3%

Local News and Events

19%

National News and Events

7% 17%

8%

Local Sport 7%

2%

International News and Events

9%

11%

National Sport International Sport Talk Shows Competitions Weather Updates

As shown in the pie chart above, the majority of respondents enjoy listening to music, travel information, local news and events. This is important for Marlow FM to take into consideration as 28 they must meet the wants and needs of their audiences. An option of “other (please specify)” was also available for this question although 0 respondents circled this answer.

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7. What top 5 radio stations do you listen to the most?

This pie chart shows the most popular radio stations with listeners. The results show that KISS 100, Capital 95.8 and Heart 106.2 are listened to most by

Marlow FM 97.5

respondents. This may be due to the fact

Time FM 106.6

that all three are national radio stations so

Mix 96 FM 96.2

can be broadcast anywhere within the UK

Awaaz Radio KISS 100 Magic 105.4 Heart 106.2 Capital 95.8

are currently unable to do. However, 3% of respondents did circle Marlow FM as one of their top 5 radio stations they listen

Choice FM

to. An additional option of “Other (please

Radio 1

specify) was also included within this

Radio 2

question. The main answers for this among

Radio 3

respondents were BBC National Radio and

Radio 4

“Smooth”.

Radio 6 Music XFM

8. Do you listen to local radio stations within your area?

Yes 70%

Advantageously, the majority of the respondents do listen to local radio stations. The 30% which answered “no” were then asked an additional question of “If no, why not?”, as shown in the next graph.

29

Marlow FM and other local radio stations

Classic FM

Radio 5 LIVE

No 30%

and reach out to millions of people which

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9. If no, why not?

50 45 40 35 30 25 20 15 10 5 0

I prefer There is a lack There is a lack The quality of I prefer the I am unaware listening to of relevance in of variety in the broadcasts music on of any local the radio my local radio my local radio on my local other radio radio stations stations I am stations stations radio stations stations in my area already aren’t as good familiar with as others and enjoy As 30% of respondents do not listen to local radio stations, they were asked why not? The majority answered they “prefer listening to the radio stations they are already familiar with and enjoy” and “there is a lack of variety in my local radio stations”. It may be useful for Marlow FM to include more relatable variety with their radio content as this could attract much more listeners.

10. Have you heard of Mix 96.6 FM? No 40%

Yes 60%

Although the report is essentially about Marlow FM, Black Sheep Marketing wanted to investigate if their main competitors were well known amongst respondents. 40% of people who answered the questionnaire were unfamiliar with Mix 96 whereas only 3% were unaware of Marlow FM (as shown later).

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11. Can you name 2 local radio stations in your area?

Question 11 of the questionnaire did not include any options for respondents to choose from, but a comment box where they could write 2 local radio stations they are aware of within their area. Because of this, the qualitative data has been harder to analyse and generate into a graph/chart. However, some of the most mentioned answers included Marlow FM, Time 106.6, Mix 96.6 and Gold FM.

12. Is there anything you would like to be informed about on local radio stations? (You can circle as many as you like) Local News Local Businesses Local Special Offers/Deals within Buckinghamshire 6%

10%

6%

21%

13% 18% 4%

2

3%

Local Sports

17%

2%

Local Music Religious Views Local Debates within the community (HS2) Local Weather Updates Local Traffic Reports Competitions

Black Sheep Marketing included this question within the questionnaire as it is useful for Marlow FM to be aware of what people would like to hear from a local radio station. As the majority of respondents would most like to be informed about local businesses, local special offers/deals within Buckinghamshire and local news; Marlow FM should take this into consideration and include this type of content for their radio station as it can achieve their aim of gaining more listeners.

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13. Have you heard of Marlow 97.5 FM? No 30%

Yes 70%

Unfortunately, a third of the respondents had not heard of Marlow FM before they answered the questionnaire. This may be because Marlow FM does not often advertise their radio station so people are less aware of them. This is something that the business can improve on.

14. How often do you listen to Marlow FM? Regularly 10% Never 30% Sometimes 25%

Occasionally 35%

As explained previously, 30% of respondents have never heard of Marlow FM. These 30% also answered that they never listen to the radio station. Only a small percentage listens on a regular basis whereas 60% listen occasionally or sometimes. Following Black Sheep Marketing’s research methods and media kit, Marlow FM could increase the amount of people who tune in “regularly”.

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15. Is there anything you think Marlow FM could improve on?

Similarly to question 11, question 15 of the questionnaire did not include any options for respondents to choose from, but a large comment box where they could write anything they thought Marlow FM could improve on.

Because of this, the qualitative data has again been harder to analyse and generate into a graph/chart. However, some of the main comments that were given by people who answered the questionnaire are as follows; 

“Their website could be improved”



”A media pack could be accessed quickly and easily through the website”



“The variety of the shows and music on their radio station could be better”

16. Do you own your own business?

37% 63%

Yes No

2

As one of the main aims for Marlow FM is to gain more advertisers for their radio station, Black Sheep Marketing thought it would be useful to ask all respondents if they owned their own company and would be interested in advertising through local radio (as explained later). The pie chart above shows that 37% of everyone who answered the questionnaire does own their own business.

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What type of business do you own?

Retail Store 0% 22%

32%

Utilities Company (e.g.

Construction, Mechanics, Plumbing, Electrician etc.)

Law Firm

14% 27%

5%

Agency Services (e.g. PR, Advertising, Marketing, Recruitment etc.)

Beauty (e.g. Hairdressers, Nail Bar, Tanning Salon etc.)

Other (please specify)

As explained previously, Black Sheep Marketing aimed to find out information on people who owned their self-run businesses (self-employed) as Marlow FM’s main aim is to gain more advertisers for their radio station. The pie chart above shows that out of the 37% of respondents that do own their own companies mainly own retail stores, utilities companies and beauty salons.

Would you consider advertising your business on a local radio station within Buckinghamshire?

43%

57%

Yes No

Finally, 57% of those respondents who do own their own business would be interested in advertising their company through a local radio station within Buckinghamshire. This is a huge advantage and opportunity for Marlow FM’s objectives. In addition to this, 43% said they would not consider doing this. Therefore, it is extremely important for Marlow FM to produce a well-planned, strategic and 34

effective media kit to change their minds.

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Critique and Analysis of the Primary and Quantitative Results From looking at the results, only 7% of people tend to listen to the radio in the morning whilst they are getting ready for work, eating breakfast etc. This may mean that what is being played on the radio station might not be closely attended to, “being used as just background rather than for detailed listening” (Brassington and Pettitt, 2007, p.336). However, 60% of people did state they listen to the radio whilst travelling to and from work. As more attention is more likely to be paid during these times rather than first thing in the morning, it is important for Marlow FM to attract more listeners with what they want to hear, when they want to hear it. It is also essential to use a high level of repetition to ensure their advertising messages are put across to everyone.

In addition to this, results have also shown that the majority of questionnaire respondents enjoy hearing music, travel information and information on local/national news on the radio. It is essential for Marlow FM to pay special attention to these figures and include these in their segments while on air during the times as explained above as they must meet the wants and needs of their audiences.

Finally, results from the questionnaire have also identified that the majority of respondents would most like to be informed about local businesses, local special offers/deals within Buckinghamshire and local news on Marlow FM. If they hope to achieve more listeners and reach out to more people, this should also be included in what they broadcast on air.

It is extremely important for Marlow FM to take all of these aspects into consideration in order to achieve their set aims and objectives.

Conducting Qualitative Research On the 12th of November 2012, Black Sheep Marketing conducted a second focus group after the questionnaire had been completed by 100 people. This time round, Black Sheep Marketing decided to focus this group on local radio stations, gradually going deeper in the conversation to Marlow FM in particular. As shown in the previous results, 37 of these respondents run their own businesses, 21 of which would be interested in advertising their company on local radio stations like Marlow FM. 8 then agreed to take additional part in this focus group (5 men and 3 women which own retail stores, beauty salons and utilities companies). The focus group was carried out in a casual but still professional environment to help the respondents feel at ease with one another and get their opinions across easily and effectively.

Before the focus group had started, warm-up techniques such as “word association” games and Q&A sessions to help the respondents feel more comfortable and relaxed with other members of the focus group before any questions were asked relating to advertising through local radio. The main purpose of the second focus group was to gain more information after the questionnaires had been completed. It was also carried out to meet the research objectives for Marlow FM as one of their aims is to increase advertisers for their radio station.

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By staging this focus group, Black Sheep Marketing were able to gain a bigger insight into what local business owners think about advertising through local radio stations.

Topics that were touched on during the focus group included: Opinions on pricing for advertising through local radio stations Thoughts on how often they would like their business to be advertised on local radio What would make them choose to advertise with one local radio station rather than another How many people could their radio advertisements reach out to Opinion on local radio station What would you like to/wouldn’t like to hear on your local radio station What is your opinion on Marlow FM How do you think Marlow FM could appeal more to their audience

Analysis and Interpretation of the Qualitative Results After analysing the perception of the participants towards local radio stations, Marlow FM and advertising with Marlow FM, Black Sheep Marketing would like to express just some of the responses and concerns that each individual expressed.

Participant One: (Female, aged 48): “A few months ago, I went on to Marlow FM’s website to see about advertising my business. I thought their online website was not impressive, if I was going to place my trust in a radio station to advertise my business successfully, I would choose one that is more appealing and looks more professional.”

Participant Two: (Male, aged 50): “I feel that local radio stations should focus on the community, especially highlighting problems that the community are trying to face together. It allows different views to be taken into consideration.”

2 Participant Four: (Male, aged 49): “Due to the current economy, advertising costs need to be low. Small local businesses simply do not have the advertising budget to afford large campaigns. Marlow FM should offer advertisers a range of offers that will allow a range of budgets. “ Participant Six: (Female, 50): “I have heard of Marlow FM before. I feel that they are a great radio station and an asset to the community.

However I feel they need to broaden their programmes, possibly having specific shows on specific topics. For example, a live debate on the possible HS2 running through Buckinghamshire.”

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Conclusions and Recommendations In conclusion, Black Sheep Marketing recommend Marlow FM to use strategic and effective business plans, media kits and program content, as this will help them to achieve their aims and objectives to increase advertisers, attract more listeners and improve their radio station as a whole. As explained previously, it is extremely important for the business to meet the wants and needs of their target audience. For example, if their listeners would like to hear more local weather or traffic updates, Marlow FM should highly take this into consideration and potentially introduce new segments to their current radio schedule.

It is also essential for Marlow FM to inform listeners with accurate and up to date information when presenting their talk shows on air. This will help to gain Marlow FM a trustworthy and reliable brand image as well as the trust of their audiences (brand loyalty).

Black Sheep Marketing also recommend for Marlow FM to put across a more friendly and personable vibe across their radio station. Radio is an intrusive method of entertainment so it puts the business at a huge advantage if the presenters come across as very personable and likeable as listeners are much more likely to relate and tune in again and again.

To give advertisers an extra incentive to advertise with Marlow FM, Black Sheep Marketing suggests that Marlow FM offer a free advertising service on all of Marlow FMs social networking sites. This will provide the advertisers with ‘value for money’, this would not cost Marlow FM any extra cost to run these adverts on their social sites and would not take a huge amount of time.

Marlow FM need to entice consumers with an engaging and attractive media kit that will provide all the relevant information a business will need to make a decision on whether to advertise with Marlow FM. The media kit should be able to be accessed easily though the use of Marlow FM’s website and also sales team.

Marlow FM needs to try and interact more with the community and their listeners. This should be done with trying to involve the listeners on the show. Whether this be done by live debates, or food and drink discussions, Marlow FM need to create designated shows to interests that participants of the research have expressed they would like to hear.

Marlow FM needs to consider that most of their potential advertisers are currently struggling in this difficult economy. Marlow FM needs to create a number of advertising packages to attract a number of different budgets.

Black Sheep Marketing hope that we have provided enough research for Marlow FM to achieve their research objectives, giving them a deeper understanding on how their current and potential listeners and advertisers perceive the station and what services they provide. This research will help Marlow FM decide on the direction they want to pursue in marketing the station.

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Appendices (1) Radio Questionnaire Please fill out all appropriate questions within this questionnaire. It should take you no longer than 5 minutes to complete.

Please circle all that apply or as each question suggests. Thank you very much.

1: Are you Male or Female?

-

Male

-

Female

2: What one category below indicates your age?

-

Under 16

-

17-24

-

25-34

-

35-44

-

45-54

-

55-64

-

65-74

-

75-84

-

85+

3. What town of Buckinghamshire do you live in?

38

-

Marlow

-

Loudwater

-

Flackwell Heath

-

Bourne End

-

Wooburn Green

-

Beaconsfield

-

High Wycombe

-

Lane End

-

Cookham

-

Hurley

-

Henley-on-Thames

-

Aston

-

Taplow

-

Other (please specify) __________________________________________________

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4: Do you listen to the radio? If no, please skip to question 7.

-

Yes

-

No (If so, why?) __________________________________________________

5: What time of day do you listen to the radio? (You may circle as many as you like) -

At breakfast

-

Travelling to work/school

-

At lunchtime

-

During the afternoon

-

Travelling from work/school

-

During the evening

-

Whilst getting ready to go out

-

Whilst studying/working

-

Whilst going to bed

-

Other (please specify) __________________________________________________

6: What do you like to listen to on the radio? (You may circle as many as you like) -

Music (Please indicate what genre _________________________________________________ )

-

Travel Information

-

Local News and Events

-

National News and Events

-

International News and Events

-

Local Sport

-

National Sport

-

International Sport

-

Talk Shows

-

Competitions

-

Weather Updates

-

Phone-ins

-

Other (please specify) __________________________________________________

7: What top 5 radio stations do you listen to the most? (Please circle 5 answers only)

39

-

Marlow FM 97.5

-

Time FM 106.6

-

Mix 96 FM 96.2

-

Awaaz Radio

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-

KISS 100

-

Magic 105.4

-

Heart 106.2

-

Capital 95.8

-

Classic FM

-

Choice FM

-

Radio 1

-

Radio 2

-

Radio 3

-

Radio 4

-

Radio 5 Live

-

6 Music

-

XFM

-

Other (please specify) __________________________________________________

8: Do you listen to local radio stations within your area?

-

Yes

-

No

9. If no, why not? (You may circle as many as you like) -

I prefer listening to the radio stations I am familiar with and enjoy

-

There is a lack of relevance in my local radio stations

-

There is a lack of variety in my local radio stations

-

The quality of the broadcasts on my local radio stations aren’t as good as others

-

I prefer the music on other radio stations

-

I am unaware of any local radio stations where I live

-

Other (please specify) __________________________________________________

10. Have you heard of Mix 96.6 FM? -

Yes

-

No

11: Can you name 2 local radio stations in your area? __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________

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12. Is there anything you would like to be informed about on local radio stations?

-

Local News

-

Local Businesses

-

Local Special Offers/Deals within Buckinghamshire

-

Local Sports

-

Local Music

-

Religious Views

-

Local Debates within the community (HS2)

-

Local Weather Updates

-

Local Traffic Reports

-

Competitions

-

Other (please specify) ___________________________________________________________

13: Have you heard of Marlow 97.5 FM? (If no, please skip to question 16) -

Yes

-

No

14: How often do you listen to Marlow FM? -

Regularly

-

Occasionally

-

Sometimes

-

Never

15: Is there anything you think Marlow FM could improve on? __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ 16. Do you own your own business within Buckinghamshire?

-

Yes

-

No

(If no, please leave your email address at the end of the questionnaire and thank you for answering the questions) 17. What type of business do you own?

41

-

Retail Store

-

Utilities Company (e.g. Construction, Mechanics, Plumbing, Electrician etc.)

Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

-

Law Firm

-

Agency Services (e.g. PR, Advertising, Marketing, Recruitment etc.)

-

Beauty (e.g. Hairdressers, Nail Bar, Tanning Salon etc.)

-

Other (please specify)

18. Would you consider advertising your business on a local radio station within Buckinghamshire?

-

Yes

-

No

Please provide your e-mail address: __________________________________________________________________________________ Would you be interested in taking part in our focus group in the near future? ď‚€

Yes

ď‚€

No Thank you for taking time to fill out this questionnaire.

Many thanks, Black Sheep Marketing.

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Appendices (2) Research was conducted in 2009 by Marlow FM on their listener figures, as shown in the graphs below.

Graph 1

As shown in the graph above, the amount of people that tune in to Marlow FM is at its highest during 07:30 to 10:00am and 17:30 to 23:00pm Monday-Thursday. This may be due to the amount of people travelling to work/school that listen to the radio station whilst on their journey.

The listener figures are at its lowest during 10:00am to 10:30am; this may be because those who are at work/school are unable to listen to the radio or those at home are occupied with other tasks. The statistics for the amount of listeners between 19:30 and 23:00pm are at a pretty steady rate as some people may enjoy listening the radio station whilst relaxing at home. Finally, although the listener figures are shown to be very high at 17:00pm, there is a large drop in numbers by 18:00pm, this may be because audiences tune in to the radio whilst driving back from work and no longer listen once they get home.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Graph 2

The graph above is very similar to graph 1 as it also shows the listener figures are at its highest during 7:30-10:00am and 17:30-23:00pm with the large drop at 18:30pm. This however shows the listener figures on Fridays for the radio station. There is also a massive drop in listener numbers at 11:30am; this may be affected by listeners lunch hours so they do not tend to tune in to Marlow FM. The figures for the amount of listeners between 19:00 and 23:00pm are also at a relatively steady rate as some people may enjoy listening the radio station whilst relaxing at home.

They are, however, lower numbers than those in graph 1. This may be because some people are more likely to be out on a Friday night rather than tune into the radio.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Graph 4

Graph 5

Graph 3, as shown above, shows the listener statistics for Marlow FM on Saturdays. All the figures are fairly low (but at its highest at around 7:30am-11:00am) as some people may be busy with recreational activities and are less likely to tune in to the radio.

Finally, graph 4 shown above shows the listener statistics on Sundays. The figures are highest at around 19:00-21:00. This may be because people are tuning in to be updated on recent news from the week, any events that may be coming up etc. before going back to work on Monday morning.

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

Appendices (3) MEDIA KIT FOR POTENTIAL ADVERTISERS FOR MARLOW FM [AS SHOWN IN SEPARATE DOCUMENT]

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Modern Marketing Information and Analysis | CWK1 Research Plan: Marlow FM | 20914427 | 21017802 | 21024091

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Awaaz Radio Official Website [Online] Available at: < http://www.awaazradio.com/#> [Accessed 15/11/12] “Advertising on Marlow FM” Marlow FM Official Website [Online] Available at: <http://www.marlowfm.co.uk/corporate/advertising.html> [Accessed 15/11/12] “Marlow FM Latest Audience Figures” Marlow FM Official Website [Online] Available at: <http://www.marlowfm.co.uk/corporate/listenfigs.html> [Accessed 15/11/12] “Advertising on Time 106.6” Time 106.6 Official Website [Online] Available at: <http://www.time1066.com/index.php?filename=Advertising> [Accessed 15/11/12]

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