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Table of Contents

Page

3 Executive Summary

4-7 Review of the Decision Situation

8-9 Review of Research Objectives and Information Needs

10-14 Review of Literature

15-16 Research Methods and Procedures

19-21 Sampling Plan

Frequency Tables/ Data Collection

20-22 Data Analysis and Conclusion

23 Proposed Schedule

24 Limitations

25-26 Questionnaire

27-28 Work Cited

3

Executive Summary

The main purpose of this research study was to determine the general level of satisfaction

of WTOP-10 TV's viewers. WTOP-10 TV has a very positive reputation around the campus of

SUNY Oswego, known for its professionalism and original content. However throughout our

study we have found that viewership numbers are relatively low. Based on this information we

conducted a study tailored to determine the overall level of satisfaction of WTOP-10 TV’s

content based on the opinions of their main target audience; SUNY Oswego students. We

determined a list of information needs and research objectives designed to answer questions

related to program quality, technical quality and accessibility. From here we developed a

questionnaire designed to address these main topics. After we conducted our study and analyzed

our data we came to the conclusion that the majority of SUNY Oswego students were simply

indifferent regarding WTOP-10 TV’s broadcasts.

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Review of Decision Situation

Company Analysis

WTOP-10 TV is a fully student run television station housed on the campus of SUNY

College at Oswego. The station is led by the executive board and managers. They produce

various television shows, news reports, and cover many collegiate sporting events. Their athletic

coverage programs include Empire Sports, Talkin' Sports and The Playing Field. These

programs offer a wide coverage and analysis of sporting events happening both on campus and

throughout the world. They also offer a variety of talk shows, such as The Wrap Up which is a

late night talk show covering local events and the happenings around campus and The Juice,

which is a talk show that focuses on pop culture and hot topics. The station also provides

Weekend at Oz, which is a satire show tailored to the SUNY Oswego community. These

programs are completely student run and operated. Along with the production of television

programs they also offer television coverage of on campus athletics. They air Oswego State

hockey games, basketball and many more. The station is run by students who are learning as

they work. The students who run WTOP-10 TV are known for their professionalism and have a

very good reputation around campus. WTOP-10 TV’s budget fluctuates around $80,000 a year.

This is the largest budget allotted to any on campus organization. Even with their lenient budget

they cannot afford top of the line equipment that other companies may have. WTOP-10 TV also

has a very limited viewership. The size of their market includes the 8,000 students who live on

campus and the citizens that live within the county of Oswego that have Time Warner Cable.

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However WTOP-10 TV is only broadcasted through public access television from 10:00 PM to

12:00 PM for those who live off campus. WTOP-10 TV has a number of products in their

product mix as mentioned above. In this instance products are represented by television

programs. All revolve around the industries of television and broadcasting.

Competitor analysis

WTOP-10 TV has both internal and external competitors in their field. Their internal

competitors are the other media organizations at SUNY Oswego such as WNYO and the

Oswegonian. All three of the organizations focus on reaching out to the students to share

campus information as well as entertainment. Both WNYO and WTOP-10 TV broadcast the

hockey games and put most of their focus on the viewership and interest of campus sports

(wnyosports.com) http://www.WTOP10.com/sports/). The Oswegonian also covers highlights of

the games every week (oswegonian.com/sports/). WNYO is WTOP-10 TV’s biggest competitor

out of the media organizations because they cover the games in real time along with WTOP-10

TV’s broadcast.

Other external competitors include local and national television programs. Obviously it

is hard to compete with national networks such as ABC, CBS or NBC but it is important to see

when people are tuning in to WTOP-10 TV the most and when they are tuning into the larger

networks instead. Other college TV stations are not a competitor because their broadcasts are out

of range.

A major trend that is affecting their competition is how audiences choose to receive

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information (adage.com). Many television networks are decreasing in viewership because

people would rather watch shows on Netflix, Hulu or other On Demand structures. If WTOP-10

TV does not follow with this trend, they will most likely lose interest from the public. WNYO

has an Internet server that makes it possible to listen to the broadcast online as well as a phone

application for mobile listeners (http://www.wnyo.org/about.php). WTOP-10 TV is lacking

these important qualities that are favored by this generation.

WTOP-10 TV is asked to cover several campus events such as presidential campaigns, the

Media Summit and the SUNY Oswego's Hunger Games. However, the community in Oswego

does not recognize them for all of these things like the campus does. This is a major weakness

for the organization and in return, affects their overall viewership.

Customer Analysis

WTOP-10 TV is a non-commercial public access broadcasting network, therefore there

are no real customers because users do not pay for their viewership. The primary users are

composed of the student body of SUNY Oswego, roughly 8000 students, as well as local alums

and other local households. By using services provided by WTOP-10 TV the user is seeking to

gain information and entertainment from the programming provided. One major factor that

drives viewership is SUNY Oswego sporting events, specifically Men’s Hockey. Other viewers

may be interested in watching entertainment programs or news segments on the channel. The

station broadcasts locally, reaching households in the immediate area of Oswego, NY. The

demographic that WTOP-10 TV targets are the typical melting pot of universities. Race and

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gender are not targeted specifically. Psychographics of the primary users may include individuals

passionate in local collegiate affairs as well as the SUNY Oswego sports programs. The market

for WTOP-10 TV is roughly a maximum of 10,000 people. This would include the entire student

body and a further 2,000 viewers which may include alums in the Oswego area and other local

households. The market is not growing (every four or so years there is a new student body and

the overwhelming majority of possible viewers do not stay in Oswego.

Decision Objective

In considering where WTOP-10 TV falls short, it is our team’s belief that there is not a

problem of awareness. We contest that most students are aware of the television station and may

even be aware of some of the programs that are provided. That being stated, it is our goal to

determine why WTOP10-TV has a low number of viewers. It is the purpose of this study to

address whether or not there is an issue of viewer dissatisfaction that is the underlying reason for

WTOP10-TV’s small viewership. Our specific decision objective is to increase viewership

numbers as a direct result of the implementation of our consumer research project. In measurable

terms, the target is to get 1000 more viewers, whether they are watching content online or on

their television set, regularly, within the first year.

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Review of Research Objectives and Information Needs

Research Objectives

The goal of our project is to determine how many students at SUNY Oswego watch the

student-run television station, WTOP-10 TV and what values provided by the station satisfy

them as viewers. By determining satisfaction ratings regarding different facets of WTOP-10 TV,

the station can improve their viewership numbers through an understanding of why students are

or are not watching certain programs. The factors that determine who is watching their station

are based on the accessibility of the station’s content, the quality of the programs, level / type of

entertainment provided and how relevant the program content is towards college students. The

accessibility of the TV station includes whether students have access to cable or a TV and

whether or not the programs are available online to stream. The quality of the programs is also

extremely important for ratings. Technical questions such as, “Is the picture always clear?” and,

“Is there ever dead air?” are items to consider in this category. The content of WTOP-10 TV’s

programs is of specific importance for our study. It is necessary to find out if the students are

interested in what is aired and whether or not they know all of the programs that WTOP-10 TV

has to offer. Knowing which programs the students watch can help the station to create more

programs similar to the most favored shows. All of these factors contribute to whether or not

WTOP-10 TV viewers are satisfied or dissatisfied. We plan to discover this information via the

administration of an in-depth survey to a random sample of students to determine their individual

satisfaction ratings of a variety of different items.

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Information Needs

● Accessibility (5 point likert scale from dissatisfied to satisfied)

How satisfied are you with the times WTOP airs their programs?

How satisfied are you with WTOP’s website content?

How satisfied are you with the navigation of WTOP’s website?

How satisfied are you with WTOP’s youtube channel?

● Programming Quality (5 point likert scale from dissatisfied to satisfied)

How satisfied are you with WTOP’s original content?

How satisfied are you with the variety of genres WTOP offers?

How satisfied are you with WTOP’s talk shows?

How satisfied are you with WTOP’s sports programs?

How satisfied are you WTOP’s news programs?

How satisfied are you with WTOP’s live sports broadcasts?

● Technical Quality (5 point likert scale from dissatisfied to satisfied)

How satisfied are you with the picture quality of WTOP’s programs?

How satisfied are you with the commercials between segments?

How satisfied are you with the audio quality of WTOP’s programs?

How satisfied are you with the amount of professionalism during live programs?

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Review of Literature

Introduction

Our goal is to determine customer satisfaction levels and attitudes towards WTOP-10

TV. It is important to figure out who their viewers are and their levels of satisfaction towards the

station so that they can improve upon their programming and overall quality and brand image.

The following literature review discusses what is customer satisfaction and what factors

determine it in television broadcasting. The articles addressed in this review also go over the

methodologies and measurements as applied in various studies.

Conceptual Definition

According to Oliver (1980) customer satisfaction is directly linked to consumers

expectations and perceptions of what is received. That being said, satisfaction is a process of

evaluating how consumers wishes, needs and expectations are fulfilled by the performance of the

product. As stated by Ndubisi and Wah (2005), “satisfaction will be achieved when expectations

are fulfilled”. In support with customer satisfaction being based on consumers perception of the

specific product, Dubrovski (2001) states that, “consumers will base their judgments on an inner

perception and experiencing” with regard to that particular consumption situation.

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Through our research it has been noted that most researchers agree that customer

satisfaction takes place post-consumption after initial expectations and consumptions of the

product have occurred.

Determinants of Satisfaction in Television Broadcasting

According to Young (2013), his study on customer satisfaction is based on six factors:

performance and reliability; cost of service; programming; billing; communication; and customer

service. Young’s study focused on customers satisfaction towards a US residential television

service provider. He stressed the importance of performance and reliability as signal loss is the

greatest threat to satisfaction in TV providers according to the J.D. Power 2013 U.S. Residential

Television Service Provider Satisfaction StudySM. This study found that customers are less likely

to develop brand loyalty to a service provider that frequently loses its signal (J.D. Power, 2013).

Chenn (2013) refers to satisfaction as being service oriented rather than product oriented.

Service is what affects overall consumer loyalty and satisfaction. Her study focuses on cable

television’s perceived service quality, payment policy, as well as overall satisfaction of

customers. The study breaks down service into two components: technical quality (the core

service or what is delivered) and functional quality (how the service is delivered) (Chenn, 2013).

The two articles both focus primarily on the functionality of the television service and the

technical quality while being aired. However, Young is more specific in that customer

satisfaction in TV services is based mostly on the reliability of the signal and frequency. Chenn’s

study refers to service quality as being a more general concept. She classified services into three

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categories: "core service, facilitating services, and supporting services" (Chenn, 2013). These

categories cover topics such as the price for the service, customer service, the picture quality

during different weather situations and the content of the programs.

Methodology

The methodology used in the studies we researched varied only slightly. The studies

which were researched primarily used online surveys and only one study conducted by Nielsen

used more complicated methods. The studies we focused on primarily relied on surveys

conducted via email or telephone to a random sample within the desired target market.

One study conducted by The Residence Life Office at Penn State gauged student

satisfaction of current on campus television options and gained input on the use of other media

for television viewing. The methodology used for this study relied primarily on the use of

internet surveys emailed to all students living on campus during the spring 2009 term. The

survey questions were tailored to address student satisfaction with the station. The actual survey

consisted of mostly multiple choice questions. (2014)

Another study conducted by Nielsen focused on television ratings on a large scale. They

wanted to know which members of a household were watching, what programs, who is

watching, when they are watching and many other characteristics. Nielsen went about their

study by using electronic metering technology. Electronic metering technology includes TV

meters and local people meters. These tools capture information on the content each household

is watching, when, how often and various other statistics that Nielsen wished to discover. Along

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with the use of the electronic metering technologies they also used paper diaries from across the

country. (2014)

Measures

The criteria used to measure user satisfaction was fairly consistent across the cases we

examined. In reference to the J.D. Power 2013 U.S. Residential Television Service Provider

Satisfaction StudySM, the author of the article writes, “The study measures customer satisfaction

based on six factors: performance and reliability; cost of service; programming; billing;

communication; and customer service. Performance and reliability is the most critical factor

driving overall satisfaction and is essential to meeting customer expectations.” (Young, 2013)

These factors are all applicable to viewer satisfaction studies and developing a rating system

using the aforementioned criteria will inevitably lead to the gathering of essential information.

While the initial study was for a television service provider, it is likely that the measurement

material can be manipulated to be used for obtaining information regarding a single television

channel.

In the study performed by The Residence Life Office at Penn State, survey responses

were recorded on the basis of 5, and 6-point Likert scales depending on the nature of the

questions. ("Office of Residence life Assessment of On - Campus Residents Satisfaction/ Use of

Cable System." Editorial. Web. 4 Mar. 2014. <studentaffairs.psu.edu>.) In regards to channel

content, sound quality, picture quality, reliability of service, and overall satisfaction, a 6-point

Likert scale was used. Students participating in the survey responded with a 6-point range from

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“very dissatisfied” to “very satisfied.” 5-point scales ranged from “very unlikely” to very likely”

and “strongly agree” to “strongly disagree.” It is likely that the application of a 5-point or 6-point

Likert scale was deemed necessary for measuring certain factors on the basis of which scale

would help the researcher gather the most useful information. Some of the 6-point scale

measurements correspond with the factors discussed in the J.D. Power 2013 U.S. Residential

Television Service Provider Satisfaction StudySM, which represents an indication of consistency

across articles and cases. By adopting measurement strategies discovered through the literature

review, we may have a greater chance at asking the right types of questions and gathering

appropriate information.

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Research Methods and Procedures

Methodology

The method we will be utilizing for our study will be in the form of an anonymous

questionnaire designed to give us an accurate measurement of customer satisfaction and attitudes

toward WTOP-10 TV. This will enable us to reach active participants while also receiving

information about the respondent's honest attitudes towards WTOP-10 TV. Our questionnaire

will be tailored to provide exploratory research. Our questionnaire will be highly structured,

with no open-ended questions. A structured format will make coding and analyzing easier and

will also encourage more respondents to complete the questionnaire because of its simple

structure. This will provide the most useful and accurate information for our information needs.

Our information needs include general information such as what year in college respondents are,

how often they watch WTOP-10 TV, what programs they watch and other related information.

Our questions will enable us to gather an in depth understanding of customers true feelings and

attitudes towards WTOP-10 TV. The questionnaire will be balanced in terms of positive and

negative statements towards the situation. This will help to eliminate response order bias as well

as to act as a check to ensure respondents are actually reading through each question. A thorough

survey will provide us with the full spectrum of possible attitudes towards WTOP-10 TV.

Our pilot study will be administered in person. For this preliminary study we aim to gain

information from roughly thirty SUNY Oswego students who live both on and off campus. We

will access these students in person by administering the questionnaire in various locations

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throughout campus. We will also give out the questionnaire in our classes to encourage our

peers to take part in the study. This will guarantee participation among members of the

population. The questionnaire will only be given to students of SUNY Oswego for the reason

that they are WTOP-10 TV’s prime viewers. Students of Oswego will also be much easier to

reach and provide a higher response rate than the general public. Administration methodology

would differ for implementation of a full scale study. For the full scale study our team would

acquire a list of every registered student at the school through the registrar's office. From there

we would email the questionnaire to a randomly determined sample of students to generate

enough data to project upon the entirety of the population (of WTOP-10 TV viewers).

The scale we will be using for our study will be an itemized rating scale. We will

develop an assortment of questions ranging between ten and twenty. High structured questions

will prompt a greater participation rate and allow us to analyze participants responses more

efficiently. The questions that we will develop will begin general. A possible example being,

“Do you have cable?” or, “Do you live on or off campus?” We will then ask more specific

questions addressing WTOP-10 TV itself and their customers satisfaction levels. Classification

items will be placed at the end of the survey, to help us gain a better understanding of what types

of students are actually watching.

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Sampling Plan

Definition of the Population

● Element: The specific elements which will be studied are members of the SUNY

Oswego student body as well as the immediate Oswego community, who watch

or have watched WTOP-10 TV. This includes students ranging from freshman

year, to those taking graduate courses as well as non-student individuals in the

Oswego area.

● Sampling Unit: Since it is not feasible to readily identify everyone who watches

or has watched WTOP-10 TV on a large scale, the sampling unit can be set as the

entirety of the SUNY Oswego registered student body. These individuals are

easily accessible in comparison to individuals who may watch WTOP-10 TV,

who are not students, whether they are faculty members or members of the

community unassociated with the college entirely.

● Extent: The extent to which this population geographically covers is that of the

SUNY Oswego campus, and the immediate Oswego, NY area.

● Time: It is unlikely that viewer attitudes change much over time as WTOP-10 TV

content does not drastically vary in regards to time. In this sense, it can be

concluded that a snapshot of the attitudes of the student body can be projected

onto community members or different populations of students from year to year.

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Sampling Frame

The sampling frame would consist of a list of registered students provided by SUNY

Oswego’s registry. A list may be acquired from the registrar’s office by which student e-mail

addresses would be disclosed. This would provide a means of reaching the individuals so that

questionnaires may be administered electronically. This sampling frame would be appropriate as

it would include individuals ranging from freshmen through graduate students, all of which are

included within the population of interest for this study.

Sampling Procedure

A probability sampling procedure will be used to determine which elements out of the

sampling frame will be selected. After obtaining a list of student e-mail addresses from the

registrar's office, every fourth student (in alphabetical order) will be chosen, beginning with a

random starting point. This systematic sample would be more advantageous to use in comparison

with a stratified or simple random sample. Dividing the population into subsets would not yield

any different information and it would only contribute to making the sampling process take

longer. A simple random sample may also be slightly more time consuming. It may be difficult

to create random number tables for determining which elements will be selected. A systematic

sample would be a more feasible and less time intensive method for determining which elements

would be selected for survey administration.

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Additionally, a systematic sample would maintain the necessary degree of randomness

that will provide that this is a probability sampling method. Since the elements will be chosen

randomly, this study will allow us to make inferences to the target population based on results

from the sample. We may also assess the amount of sampling error between our calculations and

the actual survey results.

Sampling Size

To obtain an appropriate sample size a variety of factors will be considered. Since it is

likely that each survey item would yield different results, it is important to choose one that

reflects the goal of the entire study. The item which will be used is: “Please rate your overall

satisfaction with WTOP-10 TV’s services.” This item is graded on a Likert-scale ranging from 1:

Very Dissatisfied, 2: Dissatisfied, 3: No Opinion, 4: Satisfied, to 5: Very Satisfied. Since there is

an even split between satisfied and dissatisfied options it can be determined that, for the purpose

of these calculations, 1 and 2 will count as “Dissatisfied” while 4 and 5 will count as “Satisfied”.

Precision is an important factor in determining sample size. The greater the precision, the

larger the sample size will be required to be. Since this is a campus survey and not a national

study, it may be argued that this study is not of great importance and it is not necessary that it be

judged with a very high degree of precision. By going through a number of different

calculations, an appropriate level of precision can be determined.

The confidence level which will be used is a 95 percent confidence level. This is the

standard which most cases uses as it predicts with 95% confidence that the population parameter

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(in this case the population parameter of interest is a proportion) will fall within the desired

confidence interval.

In estimating variance it is important to note that, to our knowledge, a similar study of

WTOP-10 TV has not been conducted in the past. There are no previous estimates of satisfaction

proportions to work off of. With this being the case, 50% will be used to indicate that half of the

population is satisfied while the other half is dissatisfied.

To obtain an appropriate sampling size, a specific level of precision, confidence level and

an estimation of variance will be used. While the confidence level has been determined to be

95% and the variance estimate which will be used has been set to 0.5, the precision has not yet

been determined. By running a number of calculations using different levels of precision, we can

determine which precision level will be most effective when considering factors such as time

and cost in surveying a certain sample size.

H

(level of half

s

(estimate of

z

(confidence

n

(sample size)

Budget, $

(10$ per

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precision) standard deviation) level) element)

0.25 .5 1.96 1537 15,370

0.30 .5 1.96 1067 10,670

0.35 .5 1.96 784 7,840

0.40 .5 1.96 600 6,000

0.45 .5 1.96 474 4,740

0.50 .5 1.96 384 3,840

Considering the table, an appropriate level of precision may be determined. Since this is

not a political survey or a study for a national corporation, it is not vital that the level of precision

be exceedingly great. Using an extremely precise H value would result in an increase of the cost

of the study, which may put it out of WTOP-10 TV’s budget. Considering the nature and purpose

of the study, it has been determined that a sample size of 384 will be used based on an H value of

0.50, an estimate of standard deviation of 0.5 and a confidence level of 95%. Considering a

budget of 10$ per element, which may be necessary in effectively administering the survey, the

total cost would be $3,840. It is believed that this price is well within WTOP-10 TV’s budget

and gathering data on 384 students would not require an extreme amount of time.

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Pilot Study

To get a general idea of student interest in WTOP-10 TV and confirmation that our

questionnaire is appropriate, a pilot study will be administered. This 30 student survey will be a

non-probability, convenience sample. Each of the three team members are to survey 10 random

classmates in order to help evaluate whether or not a full-scale survey will be feasible, cost-

effective or time-intensive, along with a variety of other factors.

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Data Analysis and Conclusion

Through our pilot study, we measured student satisfaction toward, and awareness of

WTOP-10 TV. Our analysis concludes that most students are aware of some of the programs the

station has to offer; however, an overwhelming number of respondents were found to not watch

WTOP regularly and only 30% of those surveyed reported watching the station once or more per

week.

Additionally, we found that roughly 73% of respondents do not access WTOP-10 TV for

their online content, while 43% agreed that online streaming would encourage them to view

WTOP-10 TV’s programs. If this data is accurate and representative of the entire student

population, it may be extremely important in improving WTOP-10 TV’s viewership numbers.

We can conclude through these findings that a strong online presence would greatly encourage

more viewers.

Our findings were unable to indicate a strong correlation between satisfaction and

specific survey items. While our survey items were arranged to match up specifically with our

research objectives and information needs, a high percentage of “no opinion” responses by

survey participants may have rendered our findings inconclusive.

A majority of the respondents selected "no opinion" for many of the satisfaction

questions. This may indicate that a high percentage of the students we surveyed did not care

enough about WTOP-10 TV’s programming to have any strong views towards the station. It

seems as though our pilot study was unable to accurately determine levels of satisfaction because

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of the high number of respondents that chose “no opinion” for a variety of items. Overall our

data indicated that in WTOP’s case, awareness may be a greater factor than satisfaction in

addressing viewership than was originally believed.

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Schedule

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According to our proposed schedule, we plan on revising our survey and completing a full- scale study by the end of January. This includes another pilot study, multiple revisions and our complete analysis. We would launch the full-scale study at the beginning of the Fall Semester of 2014. This would ensure that we could get all of the students participation on campus.

Limitations

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We did not encounter any great problems in the administration of our questionnaire. The

wording of the questions were simple and straightforward and all of our respondents completed

the entire questionnaire. It is impossible to know whether or not our survey prompted response

error, but since there was nothing to gain by lying, or incorrectly responding to any of our survey

items, it is probable that we did not encounter response error. There were no refusals or

occurrences of nonresponse error. One type of nonsampling error that may have had a large

impact on our pilot study is noncoverage error. While not many respondents who filled out our

surveys actually watched WTOP-10 TV, it is possible that we could have surveyed a different 30

student sample, wherein every individual watches WTOP-10 TV weekly. As a whole, this study

had its limitations, but these are factors that could be altered to eliminate limitations and increase

credibility for the implementation of a full scale survey.

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