Now listen and pay attention. Qualitative aspects of listening behaviour researched in a quantitative way

Henk van Zurksum and Heloise van den Berg

This paper describes the method and the results of a research project concerning the attention, appreciation and social context of radio listening.

Now listen and pay attention. Qualitative aspects of listening behaviour researched in a quantitative way

Hlose Van den Berg, Intomart bv, The Netherlands andHenk Van Zurkhum, Dutch broadcasting corporation, The Netherlands

INTRODUCTION

Radio program producers, policy makers, media planners and media sales agencies evaluate the degree of success of programs and stations based on the number of listeners and their socio-demographic characteristics. The underlying notion is that the number and kind of viewers is a good indicator of the quality of the program or station. If somebody does not like the program then he or she...

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