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

“Desk Research”

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 Activities

Review of Major Projects

Research: Results Oriented

Major TTB Research

Rev. Isac Silvano with church leader in Angola

LARGEST GROUPS REPORTINGUmbunduKhmerMalayalamMandarinOriyaSerbianTagalog

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 & PlanningNyungwe (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, MozambiqueOn the Ground Coordination & TrainingTranslation Work on QuestionnairePlanning Random Sample Methodology

1000 Nyungwe respondents1000 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

SwazilandKerus Project

Elements PlanningPastor’s ConferenceFM Reach

Ezrome Magagula

Pan African Development Institute

Kerus Research

Kerus: HIV/AIDS

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.