A combination of qualitative and quantitative measures should be used in unison to uncover the true influence of local radio stations, argues Dr. Eleanor Shember-Chritchley of Manchester Metropolitan University. She arrived at the conclusion after a four station -wide pilot study in Greater Manchester area over the winter of 2011-2012.
The study’s purpose was to validate a methodological toolkit dubbed ‘Prove it’. It is meant to be deployed by local radio stations in order to showcase their effect on and meaning in local communities to their funders.
Dr. Shember-Chritchley will be presenting the results of the study at the European Communication Conference in Lisbon this Friday. She has generously made the paper public in advance.