Little data collected will be concrete, since the student will be revealing based on opinions, not facts. However, opinions sometimes hold strong enough to reach a borderline to fact. .
The study was a descriptive design with an emphasis on the listening preferences of college students. Data was acquired as to which brand of music, or radio format, is most appealing to college students, such as alternative, rock, country, R&B, etc. Also, data was collected regarding the basic needs of the students as well as the distances they wished to travel to acquire their needs. Other gatherings included the desired radio format, amount of interest in the radio, impact of personalities, and several shopping tastes the student has. Analysis of the location of the target, how often they listen to the radio, what time they listened to the radio, and traveling distance, both overall and for necessities, were acquired to gain a general knowledge of the target market. .
The main source of the study was through conducting a survey. A survey was offered randomly to college students on the campus of the Community College of Southern Nevada. The sampling was no probability-random, because of the nature of the issuance of the surveys. However, coverage was broad, because the survey was issued to students ranging from freshman to senior. After the survey was conducted, a total of 13 surveys were collected. The information from the surveys included questions such as their listening preferences, time of day they listen to the radio, amount of time spent listening to the radio, and where they spend the most amount of time listening to the radio, such as in their car, at home, at work, or at school. Next, students were asked several questions in regards to their favorite radio formats. Such questions included what were their favorite morning show, type of morning show they most desire, and how much of an impact the radio personality, or disc jockey, placed on the student.
