Displaying all data in computer tables aid interpretation. Lund Media Research provides complete breakouts showing all demo and sex cell combinations to properly analyze results. Survey work conducted by interviewers entering data directly to a computer will usually generate far more accurate responses than research replies written on questionnaires. Research is a tool that should be tempered with market changes and competitive influences. The research specialist should be totally aware of the local market and how each competitor sounds before making recommendations.
Sample size is important.
Because 600 people completed the survey doesn't mean 600 people answered each question. Make decisions using the largest possible sample. A perceptual research project is not necessarily designed to provide ratings. Avoid the tendency to conclude AQH share from a perceptual, although station cume ranking may be projected. Perform similar tracking studies regularly to show trends in listening.