Pesquisa de mercado: os níveis de audiência das emissoras de rádio de Sousa-PB (2015).

Abstract

The media represent a great importance in people's behavior, enabling them to use them to draw attention to various issues. Thus, the radio stands out, which is a popular means of communication, accessible to all social classes, and that is always present in day-to-day lives, always adapting new technologies. In this context, this paper aims to study: Check the viewing figures of radio stations based in the city of Sousa-PB. To this end, we used the literary methodological procedures as well as field research, through a descriptive study. Which applied a questionnaire to a sample of 300 listeners and non-listeners randomly selected in 10 districts of the city of Sousa-PB. Getting the results of the analysis that the majority of respondents listen to the radio daily, averaging 2 hours to 3 hours per day. It is observed that the preference of the public is in FM stations, highlighting the Sousa 104 FM and 97 FM Leader. This may be caused by the need of listeners choose to listen even by phone with good quality transmission. It was also identified that most listeners are influenced and buy always, often or sometimes a product announced by the speaker. In this sense, one can say that the radio is a medium of communication widely used, capable of transmitting news and entertainment for various places, and also serves as an aid to local business marketing.