Report on a Group Research Project

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Report on a Group Research Project

Introduction

In an age of information, people have an increasing number of options

to access media for entertainment and information. Yet radio remains

to be one of the most accessible and cost-effective conventional

media, especially for people with limited financial resources such as

university students. However, according to the cursory observation of

the researchers of this project, the radio listening patterns of and

their effects on university students have not been adequately

addressed. Therefore, this research project attempts to look into both

the radio listening habits and music acquisition behaviors of students

in Stirling University and, where possible, to identify the

co-relation between the two sets of behavioral patterns. The findings

of the research provide fairly clear patterns on both the radio

listening and music acquisition behaviors with some definite

co-relations between them. As an empirical research assignment of the

Media Research Methods course, another purpose for this project is to

utilize and test the basic research techniques that the researchers

have learnt in class so as to pave the way for their future academic

researches. Therefore, the last section of this report is devoted to

the reflections on the project in different perspectives.

Methodology

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The research has been conducted in a form of a series of

questionnaire-guided one-on-one interviews of Stirling University

students on both campus and students residences. The planned sample

size is 100 with a balanced gender make-up. Taking into consideration

the factor of cultural proximit...

... middle of paper ...

...at radio listening is the most predominant form

of media exposure among students of UK origin in the University of

Stirling due to its high accessibility. Radio One distinguishes itself

as the most popular station among Stirling Students, also commanding

the highest level of Listener loyalty. Local stations show a lower

level of listener loyalty. BBC Scotland has a small but loyalty

listenership thanks to its good sports programmes. Radio has

established its presence as a medium for music and entertainment but

failed to identify itself as a major news and advertising medium among

students in the Unviersity of Stirling. The predominant means of music

acquisition among Stirling students is through CD purchasing at music

stores. Radio demonstrates the strongest influence on music purchasing

decisions of Stirling students.

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