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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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