Analýza posluchačů regionální rádiové stanice

Abstract

This diploma thesis focuses on the audience analysis of the regional radio station Fresh radio, which was established in December 2022 as a successor to Helax. The aim of the thesis is to understand the behaviour, preferences and listening habits of the listeners of this station. The theoretical part of the thesis focuses on consumer behaviour, decision-making models and the specifics of radio marketing. The practical part includes quantitative research carried out through an online questionnaire completed by 100 respondents. The data was analyzed using statistical methods, including chi-square test of independence, factor and cluster analysis. The results revealed four distinct groups of listeners, differing in age, gender, education and listening preferences. The findings provide valuable information for optimizing Fresh Radio's programming offerings and marketing strategies.