Michael Ben Ortiz, Skip Alan Smith, Miss Jiff

Report on Fall 2012 Member Survey

Last fall, KVMR conducted a survey of its membership. In the survey world where a 3% to 5% response rate is considered very good, KVMR got a whopping 29% response rate! Needless to say, we were pleased. Actually, there were 4 surveys at different member levels. Here's a summary of the consolidated survey results.

Question 1 - How long have you been a member of KVMR?

 

 Consolidated Results

%

#

1 year or less

9%

44

2-5 years

31%

144

6-10 years

26%

121

11-20 years

19%

91

more than 20 years

15%

71

Total

 

471

Skipped

 

4

Q1 chart
 

Question 2 - Why did you become a member?

Consolidated Results

%

#

To develop or maintain a sense of connection with the station.

45%

212

To develop or maintain a sense of connection to the community.

44%

206

To ensure that my favorite programs stay on the air.

44%

205

To show support for my favorite broadcasters.

49%

228

To show support for independent community broadcasting.

85%

399

To obtain a membership thank you gift offered during a membership drive.

14%

68

To see the station grow.

28%

133

Total

 

470

Skipped

 

5

Q2 chart
     



 

Question 3 - Select the statement below that best describes the extent to which you feel a sense of partnership with, or connection with, the station.

     

Consolidated Results

%

#

I have an extremely close connection with KVMR.

17%

77

KVMR is a positive element in my life.

64%

297

I enjoy listening to KVMR, but don't feel a personal connection.

17%

79

I could take it or leave it.

3%

12

Total

 

465

Skipped

 

10

Q3 chart



 

Question 4 - To what extent is KVMR meeting your personal expectations in the following areas?

Consolidated Results

Very Effective

Effective

Neutral

Ineffective

Very ineffective

Providing diverse and high quality music programming.

270

171

3

8

1

Providing relevant news coverage.

154

173

111

18

4

Providing information about events and happenings in my community.

217

161

66

12

1

Providing timely and relevant information during emergencies, such as severe weather and power outages.

256

66

69

22

0

Providing a fair and unbiased approach to news reporting.

125

166

125

33

8

 

Total

469

Skipped

6

             
 

Question 5 - When considering renewing your membership or making a donation to KVMR, how important to you are the following factors?

Consolidated Results

Very Important

Important

Neutral

Not Important

My appreciation for the programs.

296

134

21

3

My commitment to supporting a community-based organization.

286

139

20

4

My commitment to independent media.

315

107

25

4

The value of membership premiums being offered.

21

80

172

138

How much does your feeling a personal partnership with KVMR affect your support of KVMR and why?  Please comment below.

       

Total

     

463

Skipped

     

12

 

Question 6 - What is the most common way you listen to KVMR?

Consolidated Results

%

#

"Regular" analog radio

57%

262

Digital radio

10%

47

Car radio

68%

313

Live streaming on a PC or other digital device

26%

121

Pod casts

1%

6

Cell phone

2%

9

mp3 players

1%

3

Total

 

462

Skipped Question

 

13

Q6 chart
 

Question 7 - How would you rate your experience with KVMR's live streaming on KVMR.org?

Consolidated Results

%

#

Very satisfactory

23%

102

Satisfactory

29%

126

Unsatisfactory

4%

16

I am aware of this listening option, but do not listen to live internet streaming of KVMR

41%

179

I was not aware of this listening option

4%

18

Total

 

441

Skipped

 

34

Q7 chart



 

Question 8 - If you listen to KVMR podcasts on a personal computer or mobile device, how would you rate your experience?

Consolidated Results

%

#

Very Satisfactory

11%

41

Satisfactory

20%

77

Unsatisfactory

2%

6

I am aware of the availability of this listening option, but do not listen to podcasts.

54%

204

I was not aware of this listening option.

14%

52

Total

 

380

Skipped

 

95

Q8 chart
 

Question 9 - Besides KVMR at 89.5 FM, what other radio stations do you listen to?

Consolidated Results

%

#

KNCO

7%

28

KXJZ (Capital Public Radio)

78%

295

KZFR (Chico)

11%

40

KVMR 105.1 Truckee/Tahoe

11%

41

Public Radio Satellite

5%

20

Satellite Radio

12%

45

Internet Radio

22%

83

Total

 

378

Skipped

 

97

Q9 chart
 

Question 10 - How would you rate KVMR's signal strength in your area? (How clearly are you able to hear KVMR where you live?)

Consolidated Results

%

#

Excellent

28%

127

Good

32%

146

Fair

20%

91

Poor

21%

94

Total

 

458

Skipped

 

17

Q10 chart
 

Question 11 - Where do you reside?

Consolidated Results

%

#

Western Nevada County (Grass Valley/Nevada City/Alta Sierra/Penn Valley/ North San Juan/etc.)

33%

197

Truckee-Tahoe-Reno

2%

10

Auburn-Cool-El Dorado Hills, Placerville

10%

59

Sacramento-Davis

13%

78

Yuba City-Marysville

2%

10

Western Placer County (Lincoln, Loomis, Rocklin, Roseville)

4%

21

Chico-Willows

0%

2

Other

20%

116

Total

 493

98

Skipped

98

591

Q11 chart
 

Question 12 - On average, how much time do you spend listening to KVMR?

Consolidated Results

%

#

Fewer than 5 hours per week

27%

127

5-10 hours per week

35%

164

10-20 hours per week

23%

106

More than 20 hours per week

14%

66

Total

 

463

Skipped

 

12

Q12 chart



 

Question 13 - When do you usually listen to KVMR? (Check all that apply.)

Consolidated Results

%

#

Morning - 7:00AM-10:00AM

68%

308

Late Morning - 10:00AM-12:00 noon

47%

215

Early Afternoon - 12:00 noon-4:00PM

54%

244

Late Afternoon/Early Evening - 4:00PM-7:00PM

55%

250

Evening - 7:00PM-10:00PM

38%

173

Late night - 10:00 PM-midnight

9%

40

Overnight - Midnight- 4:00AM

4%

17

Early Morning- 4:00AM - 7AM

15%

68

Total

 

453

Skipped

 

22

Q13 chart



 

Question 14 - Which day(s) of the week are you most likely to listen? (Check all that apply.)

Consolidated Results

%

#

Monday

66%

292

Tuesday

65%

289

Wednesday

67%

296

Thursday

70%

308

Friday

67%

299

Saturday

72%

317

Sunday

57%

252

Total

 

443

Skipped

 

32

Q14 chart



 

Question 15 - Of the time you spend listening to KVMR, what portion of that time are you in each of  the following locations:

       

Consolidated Results 

Less than 25%

25-50%

51-75%

More than 75%

Response Count

Home

76

122

82

132

407

Office

83

37

18

5

143

Auto

129

145

61

70

405

Outside (hiking, gardening etc)

95

16

4

3

118

Other

       

25

Total

       

460

Skipped

       

15

 

Question 16 - What types of shows do you listen to?  (Check all that apply.)

Consolidated Results

%

#

News

63%

289

Music

97%

446

Talk shows/Interviews

64%

295

Total

 

462

Skipped

 

13

Q16 chart



 

Question 17 - What news programs do you listen to on KVMR?  (Check all that  apply.)

Consolidated Results

%

#

KVMR Evening News

43%

191

BBC News

61%

271

Democracy Now

58%

257

Left Right and Center

31%

138

I don't listen to news.

17%

73

Other

13%

59

Total

 

442

Skipped

 

33

Q17 chart
 

Question 18 - What music genres do you listen to on KVMR?  (Check all that apply.)

Consolidated Results

%

#

Jazz

42%

189

Bluegrass

61%

276

Americana

57%

256

Folk

73%

329

Hawaiian

44%

200

Rock & Roll

59%

264

Classical

28%

127

Blues

60%

270

World Music

56%

251

Celtic

55%

249

Reggae

29%

130

New Age

23%

104

Electronica

11%

50

Country

42%

191

Singer/Songwriter

56%

251

Other Genre?

18%

82

Total

 

451

Skipped

 

24

Q18 chart
 

Question 19 - What talk show topics interest you? (Check all that apply.)

Consolidated Results

%

#

Home & garden

55%

245

Health & fitness

37%

163

Personal growth

36%

161

Financial

39%

172

Politics and Current Affairs

59%

263

Science

58%

257

Technology

39%

174

I don't listen to talk shows.

13%

60

Other

12%

55

Total

 

446

Skipped

 

29

Q19 chart
 

Question 20 - Based on your listening experience, please evaluate the content of the following:

Consolidated Results

Very Good

Good

Fair

Poor

Response Count

News

157

174

62

14

407

Music

336

98

13

4

451

Talk/Interview shows

136

175

65

12

388

Total

       

455

Skipped

       

20

 

Question 21 - Overall, how effective are the broadcasters that you listen to in each of the categories below?

Consolidated Results

Highly Effective

Effective

Could be Improved

Response Count

Selection of music

308

109

16

433

Selection of non-music material/content

144

206

32

382

Selection of guests

157

209

26

392

Clarity of voice/overall delivery

192

185

37

414

Balance of broadcaster talk with music or guests

174

183

54

411

Responsiveness to call-ins

175

181

19

375

Integration of membership drives into their programs

135

221

39

395

Total

     

438

Skipped

     

37



 

Question 22 - KVMR and the Nevada Theatre have joined in partnership to build a new facility that will be KVMR's new home. How do you think the new building could be used to expand or improve KVMR's relationship with the community?

See Autumn 2012 Member Survey - Comments

Consolidated responses

 

Answer Options

Response Count

answered question

200

skipped question

275



 

Question 23 - Until recently, KVMR distributed a bi-monthly Listener's Guide to members. How often did you read the Listener's Guide?

Consolidated Results

%

#

Every Issue, most or all articles and features

29%

124

Every issue, a few articles or features

19%

82

Occasionally

37%

159

Received it, but never read it

8%

34

Have not been a member long enough to have received it

8%

34

Did you find the Listener's Guide useful? Please comment.

32%

138

Total

 

430

Skipped

 

45

Q23 chart
 

Question 24 - Which of these features in the Listener's Guide did you find valuable?

Consolidated Results

%

#

Message from the Board President

25%

96

Message from the General Manager

30%

116

Broadcaster Profiles

56%

217

Volunteer Profiles

34%

133

Record Reviews

43%

165

Program Schedules

68%

264

List of Underwriters

18%

68

Membership information, including member discounts

25%

96

Don't have any favorites

18%

70

Total

 

387

Skipped

 

88

Q24 chart



 

Question 25 - Since the Listener's Guide is no longer being published, some of the information that it contained is now available on the KVMR website. How often have you sought out this information at KVMR.org?

Consolidated Results

%

#

More than once a week

2%

8

Occasionally

49%

218

Never

49%

219

Total

 

445

Skipped

 

30

Q25 chart



 

Question 26 - In general, how user friendly or intuitive is the KVMR website?

Consolidated Results

%

#

Very satisfactory

10%

46

Satisfactory

50%

223

Unsatisfactory

11%

51

Don't use the KVMR website

28%

127

Total

 

447

Skipped

 

28

Q26 chart
 

Question 27 - Do you turn on KVMR to seek Emergency Broadcast information about any of the following? Check all that apply.

Consolidated Results

%

#

Traffic congestion

28%

96

Wild fires

79%

269

Snow emergencies

78%

265

Power outages

71%

241

Not aware KVMR is the official Emergency Broadcast radio station for Nevada County

12%

40

Other

29%

97

Total

 

340

Skipped

 

135

Q27 chart



 

Question 28 - What word or phrase best describes your feelings about KMVR?

See Autumn 2012 Member Survey - Comments

Consolidated Responses

Answer Options

Response Count

 

377

answered question

146

skipped question

98



 

Question 29 - lf you were in charge of KVMR for a day, what changes would you make? Briefly  describe changes and why you would make them.

See Autumn 2012 Member Survey - Comments

Consolidated Responses

Answer Options

Response Count

answered question

254

skipped question

221



 

Question 30 - Are you employed (whether inside or outside of the home)?

 

 Consolidated results

%

#

Employed outside the home

48%

221

Not employed

2%

11

Have a home-based business

17%

79

Student

0%

1

Retired

32%

145

Total

 

457

Skipped

 

18

Q30 chart



 

Question 31 - Please check the category that best describes your highest level of formal education.

Consolidated Results

%

#

Attended or completed high school

3%

13

Attended college

23%

103

Have an undergraduate college degree

37%

165

Have a graduate degree

28%

125

Have a Ph.D., M.D., or similar advanced degree

10%

46

Total

 

452

Skipped question

 

23

Q31 chart



 

Question 32 - Please check the category that best describes your annual total family income.

Consolidated Results

%

#

Less than $ 25,000

9%

40

$ 25,000 - $ 49,999

21%

88

$50,000 - $74,999

26%

110

$75,000 - $99,999

17%

71

$100,000+

27%

114

Total

 

423

Skipped

 

52

Q32 chart



 

Question 33 - Please check the category that contains your age.

Consolidated Results

%

#

16 - 24

.001

1

25 - 34

1%

5

35 - 44

5%

22

45 - 54

14%

63

55 - 64

50%

226

65 - 74

28%

127

over 75

2%

9

Total 

 

453

Skipped 

 

22

Q33 chart



 

Question 34 - Is there anything you want KVMR to know that was perhaps not covered in our questions? Did we forget any questions? List below.

See Autumn 2012 Member Survey - Comments

Consolidated Results

Response Count

answered question

135

skipped question

340