CHAPTER ONE
1.1 Background to the Study
Communication has become so imperative in the world today to the extent that no serious human
endeavor that requires more than one person to be executed can successfully be completed
without effective communication. For communication to take place, however, it must be carried
out through channels, which could be visual, auditory, and electromagnetic or biochemical. As
such radio remains an electronic medium of choice across Africa and Makurdi Metropolis not an
exception due to its low-cost and receiver acquisition. The popularity of FM radio is substantial
as broadcasts are based in local languages. With these, it serves both educated, illiterate and the
remote rural communities who gained much knowledge and connections to national events just
as the literate urban population (Furdom and Furmiss, 2000, LycombeEko in McCauley
2003).“The purpose of broadcasting media is not merely to disseminate plain information or
entertain superficially.These are tools, weapons for social development. Hence this medium must
be used for public welfare, creative and interactive public tools” (Bora, 2013) Radio is the mass
medium that can penetrate the most. “It plays asignificant role in informing, educating and
enlightening the everyday public life. It also performs entertainment role through music, drama,
talk shows, live sports and other soft angles that appeal to such societies” (Ullah andKhan,
2017).
The direction taken by commercial radio stations are to provide music-driven programs and local
news, partnering with the national broadcasts for news content that they could not produce.
Phone-in-Programs have also seen some improvement of both commercial and public radio
station’s formats to bring local people to participate in radio programmes and FM technology has
1
made it easier to connect stations on air to the local audiences (Middleton and Njogu,2009). Both
State-owned and private FM stations are actively involved in promoting the developmental needs
and aspirations of local communities. They serve as “voices of the local people” broadcast on
frequency modulations (FM) and their programs are accessible within the radius of 15-20 km.
The technological boom and the emergence of frequency modulations
(FM), including the restructuring of radio programs heralded “radio boom” even in the digital era
(Schlosberg, 2011). Frequency Modulation (FM) is broadcast on VHF Bands which still provides
an exceptionally high quality audio. Since its inception, the use of FM has grown enormously
and wide-band FM still remains the high quality transmission medium.
Broadcast audiences are individuals for which radio and television programs/messages are
planned, produced and delivered. They are the reason for the existence and sustenance of every
broadcast organization across the globe. The Nigerian Broadcasting Commission (2010)
stipulates in its National Broadcasting Code that programming standard for broadcast stations in
Nigeria should be designed to meet audience expectations, in this case radio listeners who are
considered to be at the heart of everything a radio station does.The importance of radio listeners
to the sustained existence of every radio station cannot be over emphasized because of the
peculiar feature of the medium. Radio messages are delivered through speech which appeals to
the imagination of the audience who often engage in other forms of activities even as they listenin (Chioma, Anaeto&Jegede, 2015).
According to Crisell (1994 p.10), “it is largely upon the listener’s ability to imagine matters of
fact that radio’s distinctive and much-vaunted sense of personal companionship seems to
depend”. Therefore, it is through the voice of the on-air personnel that radio listeners of the
Nigerian broadcast industry in 1992, numerous radio stations hit the Nigerian airwaves,
2
providing broadcast audiences a variety of options. Okpanachi (2008) opines that a major area of
benefit in the deregulation of the industry was that it fostered better quality in radio
programming through private ownership of stations.
The media exist because of their audiences on which their survival depends. Media wares are
created with an audience in mind and these audiences decide what meaning they make of any
media text. A media organization without an audience is unimaginable! These audiences are
composed of people who differ from each other in age, gender, economic status, education,
religion, culture, race, etc. Differences in the audience affect selection and exposure to the media
which may vary from person to person. Again, these differences account for why people
experience the same media message differently.
According to Nwakpa, Ezeji & Boniface (2021) a method of categorizing audiences is known as
variables. Media producers basically want to know their audience and often make choice of a
medium to attend to and which media message to consume based on their felt need and
gratification sought (Bryant & Thompson, 2002).
Since audience members have different needs which they want to satisfy, each audience
member’schoice and use of a mass medium depends on how well the medium would attain to
their needs. It is also acceptable that some members of the audience can have overlapping needs
if there is similarity in social category. With this, such similarity can also make them seek similar
communication messages. Consequently, It may be hard for editors to predict how each audience
member will receive a particular message. Editors can imagine they know what different groups
3
of people will want but it is often hard to explain why some radio stations are popular and some
are not.
1.2 Statement of the Problem
Deregulation of the broadcasting industry in 1992 led to increase in the number of commercial
radio stations inNigeria; this in turn posed a big challenge to radio proprietors, producers and
directors to have a well packaged content that will gratify Nigerians (Ismaila, 2013).
According to Mojekeh et al., (2019) there are over 250 radio houses in Nigeria with a majority in
private hands, which depend on audience patronage to break even. In other words, they depend
on profits generated through repeated patronage and customer satisfaction to stay on air. Makurdi
the Benue State capital, the radio stations on air are Radio Benue 95.0 FM, Harvest FM 103.5
and Brothers’ FM 90.5, a State-owned, FRCN station and a Private-owned stations respectively.
It has therefore, become imperative for an empirical explanation of the factors that determine
“Listenership and Preferences of Radio Benue programmes among Residents of Makurdi
Metropolis”. What factors influence listenership and audience preferences of a radio Benue
prgramme among residents of Makurdi metropolis?
1.3 Objectives of the Study
The aim of this study is to provide producers of Radio Benue programmes with feedback and
knowledge about their audience’s choice of selecting programme and listenership pattern. The
objectives of the study are:
1. To find out which radio stations are listened to most among residents of Makurdi
metropolis
2. To find out kinds and types of programmes aired on Radio Benue
4
3. To identify the programmes listeners prefer most on Radio Benue.
4. To assess the level of satisfaction or dissatisfaction of Radio Benue programmes among
residents of Makurdi Metropolis.
1.4 Research Questions
1. What radio stations are listened to most among residents of Makurdi metropolis?
2. What are the kinds of programmes aired on Radio Benue?
3. What programmes do listeners prefer most on Radio Benue?
4. What is the level of satisfaction or dissatisfaction of Radio Benue programmes among
residents of Makurdi Metropolis?
1.5 Significance of the Study
This study will be very important to the producers of Radio Benue programmes because it will
give them psychographic and demographic information about their audiences and factors that are
responsible for the preferences of such programmes thereby helping them to package well
informed, educative and entertaining programmes for their listenership as well as measure
audience satisfaction
1.6 Scope of the Study
This study will focus only on Radio Benue. It will analyze audience preferences of Radio Benue
programmes as well as factors responsible for audience selection of such programmes. Makurdi
metropolis only comprises the population of study.
1.7 Definition of Terms
5
Listenership: This has to do with the frequency and length of duration spent while listening to a
broadcast programme. Operationally, it is what makes up the radio listenership pattern.
Programme:A plan of things to be done, especially as part of a series of planned events.
Operationally, Radio programme is arrangement and package of ideas in line with the station’s
philosophy which are broadcast to satisfy audience needs.
Preferences: This means interest or desire for something. Here we may define it as audience’s
interest in a particular radio programme. How the programme arrest a listener attention and how
much time he/she spent on a particular programme.
Residents: a resident is person who lives in a particular place or who has their home there. In
this study, Makurdi residents are people who live and or who have homes in Makurdi.
Metropolis: is a large important part of city or town. Makurdi metropolises are the most
important parts or places in makurdi the Benue capital city with heterogeneous occupants.
6
CHAPTER TWO
2.1 Introduction
This chapter reviews concepts, related Literature, empirical works and theoretical framework.
2.2 Review of Concepts
2.2.1
Radio
Radio is the process by which message are sent through electrical waves. According to Stone
(2014) radio is the fastest medium through which news is delivered. For instance, when an event
of tremendous national or global significance occurs, such as presidential assassination or great
natural disaster news of it is delivered faster through the radio than other medium.
Radio involves the process by which messages are sent through electrical waves. In other words,
sound could be sent and received through these waves. According to Sanbe (2005:76) mass
communication scholars have carried out studies on the effectiveness of radio and its
contributions to education of the audience virtually all researchers indicate that radio plays a key
role in information, entertainment, news, weather information, political mobilization and
awareness, religious propagation. In spite of this near consensus, there are still rampant cases of
ignorance about the potentials and dissemination of messages using the mass medium of radio.
According to Ugwuche (1991:16) certain kinds of programming (wide scale programming)
today, hardly any station tries to offer something for everyone, but everyone can find something
on the radio to like. There is a format for everyone.
Collaborating, Onabanjo (2002:p,710) observed that, in Africa, possibly the most useful mass
medium, next to simplified forms of point and poster is Radio. Radio is portable, accessible,
relatively economical (though not easy to produce) and almost universally available. Large
7
percentage of all strata of the society accesses radio as a matter of course on a regular basis for
information, entertainment, cultural programming and political mobilization.
2.2.2 Characteristics of radio
Radio is local in nature
McAnany (1973) posits that radio‟s local nature can be seen in the way it localizes rural
development efforts. For example, it allows for the creation of local content that serve a
relatively limited area with homogeneous language, culture and interests. Radio programming
may also not only educate but reinforce local values that may be threatened by dominant groups
that are anxious to develop a marginal area or group. Local stations broadcasting in local
languages can contribute to the solution of local problems and provide a voice for the audience
through a more appropriate feedback mechanism.
Radio is interactive
Jemal (2013) posits that because television strives to bring about almost every segment of a story
with picture of the event, it does not give a chance for its viewers to use their imagination to
draw the picture of the event in their minds. But radio involves and stimulates the imagination of
the listener (Howard, 1982). Though “radio is a blind medium”, it has enormous capability to
stimulate the listener‟s imagination (MacLeish, 1999).
Radio is pervasive
McLeish, (1999) posits that the very term broadcasting indicates a wide scattering output
covering every home, village, city, town and country within the reach of a transmitter. Radio
signals go across mountains and oceans with no difficulties. Thus for some developing countries
which are naturally mountainous and with very poor infrastructures, radio is the unsurpassed
medium to reach the rural mass (Jemal, 2013:8). Radio goes into the home with no prior
8
initiative, no payments and so on. It is merely a turn of the switch and closing of the eyes
(Howard, 1982). MacNany (1973:8) asserts that presently, radio reaches all populations in a
large variety of languages. MacNany however portends that even though the distribution of radio
sets favours the urban areas, the diffusion of cheap transistor sets in rural areas is sufficient to
guarantee coverage of most homes. And this makes radio a widespread phenomenon since its
messages reach the most remote villages.
Radio is affordable
Howard (1982) posits that radio has the potential to reach the whole population even the poor at
little cost. “Radio is also the prime electronic medium of the poor because it leaps the barriers of
isolation and illiteracy; it is the most affordable electronic medium to receive in” (Fraser and
Estrada, 2001:23). Jemal (2013) posits that compared to television sets, radio receivers are
inexpensive and they can be affordable to farmers who are accessed by neither telecast nor
newspapers. Its affordability can be taken as a first step for its accessibility. Other things being
the same, radio‟s cheapness can be one of the main reasons to attract a sustainable audience,
particularly in the rural areas. “Radio is much more pervasive, accessible and affordable”
(Servaes, 2008).
2.2.3 Radio Listenership
Majority of the population listen to radio regularly especially adults and young ones.
Surprisingly, many listeners are loyal to their favourite stations and are often tuned for long
period to a station (Ismaila, 2013). Listeners use and relate to radio in a very different way to
other media. Ninety percent of listeners are actually doing something else while listening to
radio. Typically, this will be routine tasks for example, driving, chores, housework, (Radio
advertising Bureau, 2013). Majority of people listen to radio when other people are around: it is
9
still very rarely a group experience (Radio Advertising Bureau, 2013). Cordeiro (2017) points
that the audience listening to radio is driven by motive and gratifications in deriving the benefits
of the medium noting that socio-demographic variables plays interventionist role in audience
listening behavior of Radio. Mendelsohn (1964) as cited, in Cheatham, (2012) identified the
motives for radio listening and are; companionship, filling a void in a daily routine, altering
mood, relieving boredom, providing news and information, allowing active participation in
events and overcoming social isolation. For Kwacha, (2012) I bnformation was the most motive
for listening to FM radio stations.
2.2.3 Broadcast media programme
Broadcast media are electronic channels of communication that transmit broadcast signals over
long distance through air waves simultaneously and instantaneously. Ugande (2012:p,7) Points
out that, the broadcast media exert a lot of influence on the members of the society. They are
known to be able to contribute positively to societal development through their programmes.
Many a writer or communication and national development have ascribed particular strength to
broadcast media in this regard.
Considering the great amount of influence the media have on the society, the National
Broadcasting code of 1993 spelt out the objectives for the broadcast media in Nigeria which
political objective is inclusive. Ugande (2012:p,9) further outline the political objective of the
broadcast media as spelt out in the National Broadcasting code of 1993 thus:
To ensure national cohesion in the process of nation building, broadcast programme should
contribute to the development of national unity and strive for continuing expression of the
Nigeria identity. Therefore, its political objectives should primarily be to:
10
i.
Create and promote political awareness among the people, in order to democratic
society
ii.
Identify and promote civil responsibility among the people
iii.
Mobilize the people towards the achievement of national goals
iv.
Promote social justice base on the responsibilities of the individual society.
2.3 Review of Related Literature
This chapter also reviews existing literature related to this work.
2.3.1 Media Audience, Audience Variables and Media Choice
Media audiences are the recipients of mass media contents. Every media message is planned and
packaged with the audience in mind. The audience constitutes the final arbiter of any media
message. The media therefore exist to serve audience needs, which vary across board. In
recognition of the pride of place the media audience occupy in society, Hasan (2013, p.145)
cautions the media “to pay attention to the consumers of their content if they have to sell well”,
because “these audiences decide whether they can survive the pressures of market or not.
Furthermore, scholars have argued that audience becomes very essential in mass communication
because media texts need audiences in order to realize their potential for meaning. Media
products are relevant to the extent that there are audiences to consume them, much in the same
manner that production is incomplete without consumers. Media audiences are composed of
large number of social groups regardless of the communication settings and these groups are
homogenous in composition. Hasan (2013, p. 146) lists the following characteristics of audiences
with respect to their composition and their relation to the mass media:

Members Belong to Social Groups: The individuals of an audience of a particular media
programme at any given time may belong to many informal groups like family, religious,
11
linguistics, occupational, etc. or may belong to many formal groups like political,
associational and the like.

Reaction of Audience: Members react to the media and media messages both as isolated
groups. While receiving the media messages, they identify themselves with the group to
which they belong and react according to their group norms. But their personality
characteristics also influence their media participation and reaction to media messages.

Group participation: Most individuals participate in the media procedures in close
proximity to the company of others.

Social Relations: The members of an audience group have well developed social
relationships amidst themselves and it affects their choices and reactions to media
messages. Their selective exposure to the media messages, their perception and retention
also is influenced by the norms of their social group.

Understanding and Reaction: Members of a social group continuously react and share
understandings about their selection of messages and the action taken among them. This
helps them to confirm their beliefs.

Messages in Relations to Experience: The members of a social group discuss with each
other their past experiences with respect to a media message and their expectation in
future.

Influence of opinion leaders: The opinion leaders are people who have greater access to
media messages and they form their own opinion in the light of these messages. Their
12
opinion followers depend on them to form opinions. The opinion leaders pass on the
messages mixed with their own judgments. Thus, they are able to influence their opinion
followers.
One of the ways of analyzing the mass media is by its audience variables. The mass media
audience comprises people with differing characteristics in terms of age, gender, education and
experience, group membership, level of income, cultural and ethnic background, etc. As
Udoakah (1998, p. 5) observes, “… the nature of audience for mass communication is inherent in
the concept itself. The audience is a mass, a collectivity of individuals with complex
characteristic variables.”
Audience members who share similar characteristic variable often choose similar mass medium
they feel would attend to their need. Their social relationships may condition them to react in
similar ways to the same message. Often, their selective exposure to the media messages, their
perception and retention are also influenced by the norms of their social group (Hasan, 2013).
From an advertising perspective, Duncan (2002, p. 250) adds: Demographics are often the best
predictors of consumer behavior and therefore the primary means of segmentation. What
customers buy often reflects how old they are, how much money they make, and how well
educated they are. Said another way, certain demographic characteristics often correlate with
certain product and brand choices.
Based on the above opinions of communication scholars on the influence of audience variables
on choice of media and media contents, Anaeto et al. (2008) have stressed the importance of
studying the characteristics of media audiences and designing the message to suit their need in
order to retain them and ensure that the communication effort is not one in futility.
13
2.4 Review of Empirical Studies
This section reviews empirical works that have direct bearing on Listenership and preferences of
Radio Benue Programmes Among Residents of Makurdi Metropolis.
Adamu, Abubakar, Saidu & James (2020) carried out a study on Analysis of the Factors
Influencing Choice of Radio Station Programmes among Listeners in Bauchi Metropolis. The
study was undertaken to determine the factors that influence the listenership base of radio houses
in Bauchi metropolis, Bauchi State. The study came out with the major finding that there are
differences in listeners’ perception of radio houses in the study location. This is occasioned by
differences in the quality of their services as determined by the following variables: radio
accessibility, radio listenership, radio program preferences, satisfaction derived from radio etc.
Arising from these findings is the major recommendation that programming strategy of radio
houses must take audience perceptions, expectations and preferences into consideration. The
study also recommends that radio houses in the study area must find ways of factoring
commercials in an on-disruptive manner into their programming for without revenue earned from
such commercials, they will close down shop as many have in different parts of the world.
Nduka, Agnes, & Gladys (2021) undertook a study titled; Audience Variables and Programme
Preference of Radio Listeners in Uyo, Akwa Ibom State, Nigeria. In the study, a number of
variables were found to influence listeners’ choice of radio stations: level of education, political
affiliation, age, social status, family influence, religious belief, among others. Also various
factors such as a station’s house style, clear reception, news coverage, kind of programme etc.
contributed in influencing audience programme preference. The study also found that,
14
entertainment programmes attracted the highest number of listeners. Findings also indicated a
significant relationship between audience variables and programme preference of radio listeners.
Consequently, the study encouraged radio stations to come up with new programmes that will
boost entertainment, sport, general interest and current affairs, which command dominant
audience interest among Uyo radio listeners.
Sani & Ibrahim (2020) also carried out a research on ‘Public Perception of Radio Nigeria
Programme ‘Radio Link’ in Awareness Creation on National Issues. Findings of their study
revealed that majority of the respondents believe that Radio Link on Radio Nigerian create
awareness on national issues and provide avenue for government to get feedback on government
policies. The study recommends that management of Radio Nigeria should provide enough
finance to enable the programme producers perform optimally. Also, regular maintenance and
procurement of equipment should be done so that breakdown in transmission will be minimized.
2.5 Theoretical Framework
Two theories are found relevant to this study. Media Dependency Theory is the anchor theory
while Social Category Theory is the supporting theory.
2.5.1 Media Dependency Theory
Infante, Rancer and Womack (2003) described dependency as a correlating relationship between
media content, the nature of society, and the behaviour of audiences. Media system dependency
theory has been explored as an extension of or an addition to the user and gratifications
approach, though there is a subtle difference between these two theories. The cause of
dependency is explained differently by the two theories. Grant et al., (1998) suggested that media
system dependency theory is that audience goals lead to dependency. The user and gratifications
15
theory sees fulfilment of audience needs as cause of media dependency. Both, however, are in
agreement that media use can lead to media dependency. User and gratifications approach theory
states that the more dependent an individual is on the radio programme for having his or her
needs fulfilled, the more important the radio programme will be to that person. Infante, Rancer
and Womack (2003) suggested that audience active use of radio programme to achieve personal
goals will result independence on specific radio programme. Media system dependency theory,
suggests that both macro and micro factors influence information-seeking behaviour. Radio
audiences become dependent on radio listening to meet their information needs, goals, motives,
and strategies.
Baran and Davis (2008) also explained that people will become more dependent on radio
programme that meets a number of their needs than on radio programme that provide only a few
ones. The intensity of radio programme dependency depends on how much people perceive that
the radio programmes they choose are meeting their needs and goals. These goals were
categorized by Baran and Davis (2008) who cited DeFleur and Ball-Rokeach (1989) into three
dimensions. These dimensions covered a wide range of individual objectives. These were (1)
social and self-understanding. This was learning about oneself, in order to know about the world.
The second dimension was (2) interaction and action orientation. This was deciding what to buy,
and getting hints on how to handle news or difficult situation. The third dimension was social
and solitary play. The method of relaxing was either listening to a radio programme alone or
going to a movie with family members or friends.
DeFleur and Ball-Rokeach (1989) suggested that more than one goal can be satisfied by the same
medium. Dependency on a specific medium is influenced by the number of sources available to
an individual. Individuals become dependent on the available radio programme if their access to
other media alternatives is limited. The more choice alternatives there are for an individual, the
16
lesser is the dependency and influence of a specific medium (Baran& Davis, 2008). This theory
explains the degree of dependency on radio listening. It will be a guide into understanding trends
in radio listenership preferences of radio programmes.
2.5.2 Social Category Theory
The key assumptions of the theory are listed by Anaeto et al. (2008):

Mass media audience consist of different subgroups;

Members of a particular social category have identified values, interests and attitudes
which will be different from those of members of other social categories;

A person’s social category determines the media of mass communication they use and
how they use them.
Given the similarities in their social categories (in terms of age, gender, socio-economic status,
education, etc.) audience members of the same social category will select, attend and use the
media and media content in a similar fashion, other things being equal. The theory recognizes the
demographics of media audience and assumes that this is an important factor in influencing their
media choice and use. This is relevant to the study because the audiences social category is
another way of determining their listenership and preferences of radio programmes.
2.6 Summary
This chapter reviews relevant literature. It also considers the review of empirical works that
are relevant to the study. Two theories are found relevant to the study (Media Dependency
Theory and Social Category Theory) the review shows that a number of variables were found to
influence listeners’ choice of radio stations: level of education, political affiliation, age, social
status, family influence, religious belief, among others. Also various factors such as a station’s
house style, clear reception, news coverage, kind of programme etc. contributed in influencing
audience programme preference.
17
CHAPTER THREE
METHODOLOGY
3.1 Introduction
This chapter explains the methods adopted by the researchers in the study. It provides guidelines
and sequential steps to be taken in order to arrive at a logical conclusion. The chapter therefore,
focused on such concepts as research design, research instrument, study population, sampling
techniques and sample size as well as method of data analysis.
3.2 Research Design
The survey method was adopted to explain the condition or attitude of what exist at the moment,
description survey is very useful. In descriptive survey the interest is in discovering the current
situation in the area under study. Wimmer and Dominic (2011:185)
Osuala (1982) suggests that the survey research method is advantageous because it does more
than uncovering data. It also interprets, points to implications and interrelationship. Wimmer
and Dominic (2011) affirms that, surveys allow researchers to examine many variables
(demographic and lifestyle information, attitudes, motives, intentions and so on) and used a
variety of statistics to analyze the data.
Survey is therefore, suitable for this work because surveys are usually more effective in studies
of attitudinal and behavioral trends
3.3 Population of the Study
Wilmmer and Dominic (2011:p,87) describe population as a group or class of subjects, variables
concepts or phenomena. Best and Kahn (1986) in Nworie (2013:p,21) define population as any
group of individuals that have one or more characteristics in common that is of interest to the
18
researcher. The population may be all the individuals of a particular type or a more restricted
part of that group.
According to national population commission, (2021), Makurdi local
government area has an estimated population of 422,000 spread in eleven political council
wards.
The eleven (11) council wards in Makurdi Local Government Area are: Agan, Ankpa/wadata,
Bar, Central South Mission, Clerks/Market, Fildi, Mbalagh, Modern market, North bank1, North
Bank 2 and wailomayo.
3.4 Sample size
A sample size according to Targema and Umaru (2015:p,77) is the small amount or proportion of
a total, selected to represent the total population. It is the actual number of people selected out of
the entire population of study.
A sample size of three hundred and eight four (384) was chosen for the study. The sample size
has arithmetically determined using the formula provided by Araoye (2004) whichg can be used
provided the population size is greater than 10,000 (>10,000)
n-
Z2 pq
d2
Where:
n=
the desired sample size (when the population is greater than 10,000_
Z=
the standard deviation usually set at 1.96 since a significance level of 95% is
desired
P=
the proportion in the target population estimated to have a particular characteristic
under study. If there is no reasonable estimate then 50% i.e (0.50) is used
19
Q=
1.0-p (i.e. The proportion of the population that does not share the characteristics
under study)
d=
degree of accuracy desired
z=
1.96 level of significance
p=
50% = 0.5
Q=
(1-p) = 0.5
d=
(0.05)2
n=
Z2pq
d2
n=
1.962 x 0.5 x 0.5
0.0025
N=
0.9604
0.0025
N=
384.16
The sample size for the study is approximately 384.
3.5
Sampling Techniques and Procedure
Sample size of 384 respondents was selected from the population of study given above. The
sample was selected using Araoye (2004) formula. Simple random sampling technique was
employed to four (4) major residences in Makurdi metropolis. The procedure used in the selection
of four residences in Makurdi metropolis was that, Makurdi town is been segmented in two parts
of the Banks of River Benue namely South Bank and North Bank which two major residences
with densely population were selected out of the river banks to represent the whole of makurdi
20
metropolis. The four major residences selected include:Gyado Villa and Kaanshio in South Bank
and Asase, Katungu in North Bank.
The selection of the four major residences in makurdi metropolis is to ease financial burden and
have a meaningful scope of the study. Equitable distribution technique will be used to distribute
questionnaires in each of the residences as shown in the table 1 below.
S/N Name of Residence
No. of Respondent
1.
Asase (Markurdi North)
96
2.
Gyado Villa (Makurdi South)
96
3.
Kanshio (Makurdi South)
96
4.
Katungu (Markurdi North)
96
Total
384
Table 1: Number of respondents in each of the selected 4 residences
21
3.6
Research Instrument and Administration
The research instrument to be used is questionnaire. Targema and Umaru (2015:82) defined
questionnaire as a research instrument consisting of a series of questions and other prompts for
the purpose of gathering information from respondents.
The questionnaire for this study is in two sections: section A answered research questions 1-5 on
the demography of the respondents such as sex, age, occupation, gender, educational level,
occupational status. Section B was made up of 12 questions (6-16). The section B of the
questionnaire designed in such a way that items 6,7 and 8, were tailored towards answering
research question 1, items 9, and 10 answered research question 2, items 11, 12 and 13 answered
question 3, items 14 and 15 answered research question 4.
3.7
Method of Data Collection
Questionnaire will be used to collect data for this study. A Fifteen (15) items questionnaire was
administered by researchers themselves to three hundred and eighty four (384) respondents from
the sample size.
This sums up to be the primary source of data collection.
The use of
questionnaire is to ensure the responses of all respondents. While the secondary data for the study
was sourced from the library materials, books, journals and online documents.
3.8 Method of Data Dnalysis
Data will be analyzed using frequency tables and simple percentages
22
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1
Introduction
This chapter presents and analyzes data gathered for the study as well as answers the research
question raise in chapter one. It also weighs empirical findings against theoretical framework and
then draws some conclusion.
4.2 Presentation of Data and Analysis
A total of 96 copies of questionnaire were administered on respondents in each of the Four
selected metropolis in Makurdi making the sum total 384 and were successfully answered and
returned. Below is the presentation of data in frequency tables and simple percentages.
23
Table 2: Demographic Information of Respondents
Respondents
Asase
Gyado Villa
Kanshio
Katunku
Male
12(13%)
49(51%)
52(54%)
56(58%)
Female
45(47%)
47(49%)
44(46%)
40(42%)
Total
96(100%)
96(100%)
96(100%)
96(100%)
18-25
12(13%)
16(17%)
21(22%)
18(19%)
26-35
31(32%)
28(29%)
30(31%)
32(33%)
36-45
35(36%)
32(33%)
34(35%)
34(35%)
46 and above
18(19%)
11(12%)
11(12%)
12(13%)
Total
96(100%)
96(100%)
96(100%)
96(100%)
Trader
38(39%)
36(37%)
34(35%)
37(38%)
Farmer
24(25%)
24(25%)
28(29%)
22(23%)
Civil Servant
12(13%)
16(17%)
11(12%)
20(21%)
Student
22(23%)
20(21%)
23(24%)
17(18%)
Total
96(100%)
96(100%)
96(100%)
96(100%)
Married
51(53%)
48(50%)
54(56%)
53(55%)
fSingle
44(46%)
48(50%)
40(42%)
43(45%)
Divorced
1(1%)
Total
96(100%)
Sex:
Age:
Occupation:
Marital Status:
Highest
Qualification
SSCE
15(16%)
NCE/ND
27(28%)
BSC/HND
30(31%)
MA/MSC
20(21%)
PhD
4(4%)
Total
96(100%)
Source: Field Survey, 2023
-
-
2(2%)
-
-
96(100%)
96(100%)
96(100%)
16(17%)
31(32%)
34(35%)
15(16%)
- 96(100%)
25(26%)
29(30%)
32(33%)
9(10%)
1(1%)
96(100%)
37(38%)
30(31%)
15(16%)
11(12%)
- 96(100%)
Table 2 gives demographic information of respondents who participated in the survey through
the questionnaire. The table contained sex information of the respondents, the table shows that in
24
Asase out of 96 respondents 51(53%) were Male, 45(47%) were female, in Gyado Villa,
49(51%) of the respondents were male and 47(49) were female, at Kanshio, 52(54%) of the
respondents were male while female were 44(46%) at Katungu in North Bank 56(58%) of the
respondents were male while female gender represent 40(42%). This means male were the
majority of the respondents.
On Age information, the data in Table 2 shows that in Asase, Respondents of Age 36-45 were
the majority with 35(36%), respondents of Age 26-35 were 31(32%), Age 46 and above were
18(19%) and those of Age 18-25 were 12(13%). At Gyado Villa, respondents who are of Age
36-45 were 32(33%), 26-35 were 28(29%), respondents of Age Age 46 and above were 20(21%)
the minority group were of Age 18-25 represent 16(17%). Reponses at Kanshio show that, the
dominant age group was those of Age 36-46 with 34(35%), respondents of Age 26-35 were 30
(31%), Age 18-25 represent 21(22%) while those of Age 46 and above were 11(12%). At
Katungu, the dominant Age representative were those of Age 36-45 with 34(35%), respondents
of Age 26-35 were 32(34%), those of Age 18-25 were 18(19%), while the minority group were
those of Age 46 and above represent 12(13%). The comparison shows that respondents of Age
26-36 were the majority representative who answered the questionnaire.
On occupation of the respondents, Table 2 gathered that, at Asase 38(39%) of the respondents
were traders, 24((25%) of the respondents were farmers, students represent 22(23%), while civil
servants were the minority group with 12(13%). At Gyado Villa, the highest participants were
traders representing with 36(37%), farmers represent 24(25%), 20(21%) were students, while
civil servants represent 16(17%).
The data gathered at kanshio regarding respondent’s
occupation show that, 34(35%) were traders 25(26%) were farmers, 23(24%) were students
while 11(12%) of the respondents were civil servants. At Katungu, the data in Table 2 show that,
25
37(38%) of the respondents were traders, 22(23%) were farmers, 20(21%) were civil servants,
while the least group of respondents who participated in the questionnaire were students.
The result in Table 2 show that, traders were the majority of respondents who participated in the
questionnaire, this information is relevant because the majority of people in Makurdi metropolis
are business men and women.
The Table 2 also shows Demographic information of respondents regarding marital status, at
Asase, 51(53%) of the respondents were male, 44(46%) of the respondents were single, while
1(1%) was divorced. at Gyado Villa, respondents who were married and those who were single
have the same number of participants with 48(50%) each. At Kanshio, married respondents were
54(56%), while 40(42%) of the respondents were single, 2(2%) were divorced. At Katungu,
53(55%) of the respondents were married while 43(45%) were single.
Demographic according to highest educational qualification, Table 2 shows that, at Asase,
30(31%) of the respondents were Bsc/HND holders, 27(28%) of the respondents were holders of
NCE/ND, respondents with MA/Msc represent 20(21%), 15(16%) of the respondent were SSCE
holders, while 4(4%) of the respondents were PhD holders. At Gyado Villa, 34(35%) of the
respondents were Bsc/HND holders, 31(32%) NCE/ND holders, 16(17%) SSCE holders, and
15(16%) were Masters Degree holders. At Kanshio, 32(33%) of the respondents were Bsc/HND
holders, 31(32%) were holders of NCE/ND, 25(26%) SSCE and 9(10%) of the respondents were
Masters Degree holders, 1(1%) was a PhD holder. At Katungu, 37(38%) of the respondents were
SSCE holders, 30(31%) NCE/ND 15(16%) were holders of Bsc/HND, 11(12%) were holders of
Masters Degree. According to Table, the level of educational qualification of respondents is
relevant to the study because they are literate enough to select radio programme of their choices.
26
Table 3: Radio Stations that are listened to most among Residents of Makurdi Metropolis
Respondents
Gyado Villa
kanshio
Katungu
Radio
Stations
Respondents
Listened Most
Radio Benue 95.0 FM, Makurdi
33(34%)
38(40%)
31(32%)
42(44%)
Harvest FM 103.5, Makurdi
27(28%)
24(25%)
26(27%)
22(23%)
Brothers FM 90.5, Makurdi
36(38%)
34(35%)
29(30%)
32(33%)
Joy FM 96.5 FM, Otukpo
-
-
-
-
6(6%)
-
-
Ashiwave FM 99.9, K-Ala
-
-
-
-
4(4%)
-
-
Total
Asase
96(100%)
96(100%)
96(100%)
Factors
Responsible
for
Respondents Tuning to a Radio
Station
The kinds of programmes
33(34%)
37(38%)
39(40%)
35(36%)
Time of news broadcast
14(15%)
18(19%)
12(13%)
16(17%)
Commercials/Music
27(28%)
18(19%)
20(21%)
21(22%)
Content of news package
28(29%)
23(24$)
25(26%)
24(25%)
Total
96(100%)
96(100%)
96(100%)
96(100%)
Frequency that Respondents Listen
to Radio Benue
Frequently
42(44%)
53(55%)
48(50%)
55(57%)
Rarely
7(7%)
11(12%)
8(8%)
6(6%)
Occasionally
18(19%)
25(26%)
29(30%)
20(21%)
Every time
29(30%)
7(7%)
11(12%)
15(16%)
-
-
Never
Total
96(100%)
-
-
96(100%)
Source: Field Survey, 2023
27
-
-
96(100%)
-
96(100%)
-
96(100%)
Data in Table 3 sought to know Radio Stations that are listened to most among Residents of
Makurdi Metropolis, according to the data gathered at Asase, 36(38%) of the respondents said
they listen to Brothers FM most, 33(34%) of the respondents agreed that they listened to Radio
Benue most, 27(28%) of the respondents agreed that they listen to Harvest FM most. At Gyado
Villa, 38(40%) of the respondents said they listen to Radio Benue most, 34(35%) of the
respondents agreed that they listened to Brothers FM most, 24(25%) of the respondents listen to
Harvest FM most. The data gathered from Kanshio show that 31(32%) of the respondents said
they listen to Radio Benue most, 29(30%) of the respondents listen to Brothers FM most, 6(6%)
of the respondents agreed that they listen Joy FM most, 4(4%) of the respondents said they listen
Ashiwave FM most. At Katungu, the data show that, 42(44%) of the respondents listen to Radio
Benue Most, 32(33%) said they listen to Brothers FM most and 22(23%) of the respondents
agreed that they listen to Harvest FM most. This means that, as compare from the entire selected
metropolis, the respondents listen to Radio Benue most.
The Table 3 also sought to know factors that are responsible for respondents tuning to Radio
Station of their choice. According to the data gathered from Asese in North bank, 33(34%) of the
respondents agreed that they tune to a particular radio station because of the kinds of
programmes offered by the station, 28(29%) of the respondents said they tune to a station
because of the content of the news package, 27(28%) of the respondents agreed that it is because
of the commercials/music they tune to a particular station, while the minority group 14(15%) of
the respondents agreed that they listen to a Radio station because of it time of news broadcast. At
Gyado villa, 37(38%) of the respondents listen to a Radio station because the kinds of the
programmes offered by the station, 23(24%) of the station tune a station because of the content
of the news package, while 18(19%) of the respondents agreed that they tune to a particular
station because of time of news broadcast and commercial/music. The data gathered at Kanshio
28
show that, 39(40%) of the respondents tune to a particular Radio Station because of the kinds of
programmes it offered, 25(26%) of the respondents agreed that they tune to a Radio Station
because of its content of news package, 20(21%) of the respondents said they tune to a station
because of commercials/music while the small number of respondents 12(13%) said, they tune a
station because of the time of news broadcast. At Katungu, 35(36%) of the respondents tune to
Radio Station because of the kinds of prgrammes the station offered, 24(25%) of the respondents
tune to a station because of the content of the newspackage, 21(22%) of the respondents agreed
that they tune to a station because of the commercials/music, while 16(17%) of the respondents
tune to a particular station because of the time of news broadcast. This means that, residents of
Makurdi metropolis tune to a particular Radio Station because of the programmes it offered.
The data in Table 3 again sought to know frequency that respondents listen to Radio Benue. The
data at Asase show that, 42(44%) of the respondents said they listen Radio Benue frequently,
29(30%) of the respondents agreed that they listen to Radio Benue every time, 18(19%) of the
respondents said, they listen to Radio Benue occasionally, 7(7%) of the respondents rarely listen
to Radio Benue. At Gyado Villa, 53(55%) of the respondents said, they listen to Radio Benue
frequently, 25(26%) listen to Radio Benue occasionally, 12(13%) of the respondents rarely listen
to Radio Benue while 7(7%) of the respondents agreed that they listen to Radio Benue every
time. According to the data gathered among residents of Kanshio, 48(50%) of the respondents
listen to Radio Benue frequently, 29(30%) of the respondents listen to Radio Benue occasionally,
11(12%) of the respondents said, they listen Radio Benue every time. The data gathered among
residents of Katungu show that, 55(57%) of the respondents listen to Radio Benue frequently,
20(21%) of the respondents listen to Radio Benue occasionally, 15(16%) of the respondents
listen to Radio Benue every time while 6(6%) of the respondents agreed that they rarely listen to
Radio. This means that residents of Makurdi Metropolis frequently listen to Radio Benue.
29
Table 4: Kinds and Types of Programmes Aired on Radio Benue
Respondents
Asase
Gyado Villa
Kanshio
Katungu
Discussion programme
12(13%)
11(12%)
17(18%)
14(15%)
News programme
14(15%)
16(17%)
21(22%)
25(26%)
Drama programmes
7(7%)
8(8%)
6(6%)
9(9%)
Sport/entertainment
4(4%)
3(3%)
2(2%)
All of the above
59 (61%)
58(60%)
50(52%)
48(50%)
Total
96(100%)
96(100%)
96(100%)
96(100%)
Political programme
42(44%)
47(49%)
38(40%)
34(35%)
Health programme
18(19%)
15(16%)
21(22%)
21(22%)
Agricultural programme
14(15%)
14(15%)
20(21%)
24(25%)
Religious programme
6(6%)
8(8%)
5(5%)
4(4%)
Sport/entertainment
12(12%)
10(10%)
6(6%)
6(6%)
All of the above
4(4%)
2(2%)
6(6%)
7(7%)
Total
96(100%)
96(100%)
96(100%)
96(100%)
Kinds of Programme Aired on
Radio Benue
-
-
Types of Programmes Aired Most
on Radio Benue
Source: Field Survey, 2023
Table 4 sought to know the kinds of programmes aired on Radio Benue. According to data
gathered among residence of Asase on kinds of programmes aired on Radio Benue, 59(61%) of
the respondents agreed that, Discussion programme, News programme, Drama programme,
sport/entertainment programmes are all aired on Radio Benue, 14(15%) of the respondent agreed
30
that, the programme aired on Radio Benue is News programme, 12(13%) of the respondents said
it is the Discussion programme that is aired on Radio Benue, 7(7%) of the respondents said it is
Drama Programme, while 4(4%) of the respondents agreed that the kind of programme aired on
Radio Benue is Sport/entertainment. At Gyado Villa 58(60%) of the respondents agreed that,
Discussion programme, News programme, Drama programme, sport/entertainment programmes
are all aired on Radio Benue, 16(17%) of the respondents said the kind of programme aired on
Radio Benue is news programme, 11(12%) of the respondents said it is discussion programme,
8(8%) of the respondents agreed that the kind of programme aired on Radio Benue is Drama
programme, 3(3%) of the respondents settled on sport/entertainment. The data gathered at
Kanshio show that 50(52%) of the respondents agreed that the kinds of programme offer by
Radio
Benue
are
Discussion
programme
News
programme,
Drama
programme,
sport/entertainment programmes, 21(22%) of the respondents agreed on News programme,
6(6%) of the respondents said it is Drama programme while 2(2%) of the respondents settled on
sport/entertainment. At Katungu, 48(50%) of the respondents agreed that Discussion programme
News programme, Drama programme, sport/entertainment programmes are all aired on Radio
Benue, 14(15%) of the respondents settled on Discussion programme, 25(26%) of the
respondents agreed that the kind of programme aired on Radio Benue is News programme,
9(9%) of the respondents said it is Drama programme.
Table 4 also sought to know the types of programme aired m,ost on Radio Benue, that data in
Table 4 gathered among residents of Asase, 42(44%) of the respondents agreed that it is political
programme, 18(19%) of the respondents said it is Health programme, 14(15%) of the programme
agreed on Agricultural programme, 12(13%) of the respondents settled on sport/entertainment,
6(6%) and 4(4%) of the respondents agreed on Religious and all of the above respectively. The
data at Gyado Villa show that 47(49%) of the respondents said the most programme aired on
31
Radio Benue is political programme, 15(16%) of the respondents agreed that the most
programme aired on Radio Benue is Health programme, 14(15%) of the respondents said it is
Agricultural programme, 10(10%) of the respondents settled on sport/entertainment programme
while few respondents 2(2%) said all the programme. The data gathered at Kanshio show that
38(40%) of the respondents said that the programnme aired most on Radio Benue is Political
programme, 21(22%) of the respondents agreed that the type of programme aired most on Radio
Benue is Health programme 20(21%) of the respondents settled on Agricultural programme,
6(6%) and 6(6%) of the respondents agreed on Sport/entertainment and all of the above
respectively, 5(5%) of the respondents said it is Religious programme that is aired most on Radio
Benue. At Katungu; the data show that, 34(35%) of the respondents agreed that the type of
programme aired most on Radio Benue is political programme, 21(22%) and 24(25%) of the
respondents settled on Health and Agricultural programme respectively, 7(7%) of the
respondents said all of the above mentioned programme are aired most on Radio Benue, 6(6%)
of the respondents said the most programme aired on Radio Benue is Sport/entertainment while
that minority participants 4(4%) of the respondents agreed that Religious programme is ared
most on Radio Benue.
32
Table 5: Programme Listeners Prefer Most on Radio Benue
Respondents
Asase
Gyado Villa
Kanshio
Katungu
Political programme
38(40%)
41(43%)
37(39%)
44(46%)
Health programme
25(26%)
27(28%)
29(30%)
26(27%)
Agricultural programme
18(19%)
16(17%)
18(19%)
14(15%)
Religious programme
2(2%)
4(4%)
6(6%)
2(2%)
Sport/entertainment programme
10(10%)
6(6%)
3(3%)
7(7%)
All of the above
3(3%)
2(2%)
3(3%)
3(3%)
Total
96(100%) 96(100%)
96(100%)
96(100%)
News/information
39(40%)
34(35%)
42(44%)
37(37%)
Entertainment
18(19%)
16(17%)
14(15%)
14(15%)
Education
21(22%)
31(32%)
28(29%)
31(32%)
Relaxation
18(19%)
15(16%)
12(12%)
14(15%)
Total
96(100%) 96(100%)
96(100%)
96(100%)
Time of broadcast
14(15%)
16(17%)
19(20%)
18(19%)
Message content
26(27%)
21(22%)
21(22%)
25(26%)
Objectivity of the content
5(5%)
7(7%)
14(15%)
14(15%)
Source credibility
9(9%)
9(9%)
7(7%)
6(65)
Programme presenter
42(44%)
43(45%)
35(36%)
33(34%)
Total
96(100%) 96(100%)
96(100%)
96(100%)
Type of Programme Respondents
Prefer Most on Radio Benue
Reasons Respondents Prefer Listening
to a Particular Programme on Radio
Benue
Factors that Influence Respondents’
Preference
of
Radio
Benue
Programmes
Source: Field Survey, 2023
33
Table 5 sought to know the type of programmes listeners prefer mos, the reasons they prefer
listening to such programmes and factors that are responsible for listeners’ preference of the
programme. According to the data gathered among residents of Asase in regards to the type of
programme they prefer most on Radio Benue, 38(40%) of the respondents agreed that they prefer
political programme most, 25(26%) of the respondents said they prefer health programme,
18(19%) of the respondents settled their preference on Agricultural programme, 10(10%) of the
respondents agreed that they prefer sport/entertainment programme most while 2(2%) of the
respondents prefer religious programme. The data gathered among residents of Gyado Villa
show that, 41(43%) of the respondents agreed that they prefer political programme on Radio
Benue most, 27(28%) of the respondents preferred health programme, 16(17%) of the
respondents said they prefer agricultural programme, 6(6%) of the respondents prefer
sport/entertainment programme, 4(4%) of the respondents agreed that they prefer Religious
programme, 2(2%) of the respondents settled on all the programme aired on Radio Benue
programmes. At Kanshio, the data gathered show that, 37(38%) of the respondents agreed that
they prefer political programme on Radio Benue most, 29(30%) of the respondents said they
prefer health programmes, 18(19%) of the respondents prefer agricultural programme, 6(6%) of
the respondents said they prefer religious programme, 3(3%) and 3(3%) of the respondents said
they prefer sport/entertainment and all of the above respectively. The data gathered among
residents of Katungu in North Bank show that, 44(46%) of the respondents prefer political
programme, 26(27%) of the respondents agreed that they prefer health programme, 14(15%) of
the respondents preferred agricultural programme, 7(7%) of the respondents preferred
sport/entertainment programme, 3(3%) said they preferred all of the above mentioned
programme, 2(2%) of the respondents settled their preferences on religious programme. This
34
means that, residents of Makurdi metropolis prefer listening to a political programme on Radio
Benue.
Table 5 also gathered respondents’ view on reasons for Radio Benue programme preference. The
data gathered among residents of Gyado Villa show that, 39(40%) of the respondents prefer
listening to a Radio Benue programme because of news/information, 21(22%) of the respondents
listen to Radio Benue because of education, 18(19%) listen to Radio Benue because of
entertainment and another group of respondents representing 18(19%) listen to Radio Benue
programme because of relaxation. The data gathered at Gyado Villa show that 34(35%) of the
respondents prefer listening to Radio Benue programme because of news/information, 31(32%)
of the respondents prefer Radio Benue because of education, 16(17%) of the respondents said the
reason for their preference of a Radio Benue programme is entertainment while 15(16%) of the
respondents said it is because relaxation. At Kanshio, 42(44%) of the respondents said they
prefer Radio Benue programme because of news/entertainment, 28(29%) of the respondents aver
that they prefer Radio Benue programme because of education, 14(15%) of the respondents said
it is because of entertainment while the minority 12(12%) of the respondents said they prefer
listening to a Radio Benue programme because of relaxation. At Katungu, the responses show
that, 37(38%) of the respondents listen to a Radio Benue programme because of
news/information, 31(32%) of the respondents said it is because of education, 14(15%) of the
respondents said the reason for their preference is for entertainment, while another group of
14(15%) respondents said they prefer a Radio Benue programme because of relaxation. This
means that the residents of Makurdi metropolis prefer Radio Benue programme because of
news/information.
On factors that influence respondents’ preference of Radio Benue programme, Table 5 show
that, at Asase 42(44%) of the respondents are influenced by the presenter of the programme,
35
26(27%) of the respondents are influenced by the content of the message, 16(17%) of the
respondents agreed that they are influenced by the time of broadcast, 9(9%) of the respondents
said they are influenced by the credibility of the source, 5(5%) of the respondents said they are
influenced by the objectivity of the content. The data at Gyado Villa show that, 43(45%) of the
respondents are influenced by the presenter of the programme, 21(22%) of the respondents are
influenced by the message content, 9(9%) of the respondents are influenced the credibility of the
source, 7(7%) of the respondents said they are influenced by the objectivity of the content of the
message. At Kannshio, the responses show that, 35(36%) of the respondents said they are
influenced by the programme presenter, 21(22%) of the respondents said they are influenced by
the message content, 19(20%) of the respondents agreed that they are influenced by the time of
broadcasting the programme, 14(15%) of the respondents said they are influenced the objectivity
of the programme while 7(7%) of the respondents tegsaid they are influenced by the source
credibility. The data gathered at Katungu show that, 33(34%) of the respondents are influenced
by the programme presenter, 25(26%) of the respondents said they are influenced by the message
content, 18(19%) of the respondents said they are influenced by the time of broadcast, 14(15%)
of the respondents said they are influenced by objectivity of the content, 6(6%) of the
respondents said they are influenced by the source credibility. According to the data in Table 5
above the factor that influence the residents of Makurdi metropolis to listen to Radio Benue
programme is the dexterity of the programme presenter.
36
Table 6: The Level of Satisfaction or Dissatisfaction of Radio Benue Proramme Among
Residents of Makurdi Metropolis
Respondents
Asase
Gyado Villa
Kanshio
Katungu
Not at all satisfied
27(28%)
26(27%)
23(24%)
27(28%)
Slightly satisfied
42(44%)
47(49%)
49(51%)
47(49%)
Moderately satisfied
21(22%)
19(20%)
16(17%)
17(18%)
Very satisfied
4(4%)
4(4%)
6(6%)
3(3%)
Extremely satisfied
2(2%)
2(2%)
2(2%)
Total
96(100%)
96(100%)
96(100%)
96(100%)
15(16%)
9(9%)
7(7%)
6(6%)
-
2(2%)
5(5%)
7(7%)
Level of Satisfaction to the Kinds of
Programmes Aired on Radio Benue
-
-
The extent to which Respondents
Perceived the Objectivity of Radio
Benue Programmes
High
Very high
-
Low
67(69%)
70(73%)
68(71%)
70(73%)
Very low
14(15%)
15(16%)
16(17%)
13(14%)
Total
96(100%)
96(100%)
96(100%)
96(100%)
Source: Field Survey, 2023
Table 6 sought to know the level of satisfaction and dissatisfaction of Radio Benue programmes
among residents of Makurdi metropolis and the extent to which they perceive the objectivity of
such programmes.
The data gathered concerning level of satisfaction and dissatisfaction of Radio Benue
programmes responses from Asase show that, 42(44%) of the respondents agreed that they are
slightly satisfied, 27(28%) of the respondents said they are not all satisfied, 21(22%) of the
respondents said they are moderately satisfied, 4(4%) of the respondents are very satisfied,
2(2%) of the respondents are extremely satisfied. The data at Gyado Villa show that, 47(49%) of
37
the respondents agreed that they are slightly satisfied, 26(27%) of the respondents said they are
not at all satisfied, 19(20%) of the respondents claimed that they are moderately satisfied while
4(4%) of the respondents agreed that they are very satisfied. Responses from Kanshio show that
49(51%) of the respondents are slightly satisfied, 23(24%) of the respondents are not at satisfied,
16(17%) of the respondents are moderately satisfied, 6(6%) of the respondents are very satisfied,
while the minority 2(2%) of the respondents are very satisfied. According to the data at Katungu
in North Bank, 47(48%) of the respondents agreed that they slightly satisfied with Radio Benue
programmes, 27(28%) of the respondents agreed they are not at all satisfied with Radio Benue
programmes, 17(18%) of the respondents said they are moderately satisfied, 3(3%) of the
respondents said they arevery satisfied, 2(2%) of the respondents agreed that they are very
satisfied.
The data in Table 6 also show the views of the respondents on how they perceive the level of
objectivity of Radio Benue programmes, according to views of residents of Asase, 67(69%) of
the respondents perceived the level of objectivity of Radio Benue programmes low, 15(16%) of
the respondents agreed that they perceived the objectivity of theprogrammes high, 14(15%) of
the respondents said they perceived very low. At Gyado Villa, high responses of 70(73%) of the
respondents perceived the objectivity of Radio Benue programme low, 15(16%) of the
respondents agreed that perceived the objectivity very low 9(9%) of the respondents said high
while 2(2%) of the respondent5s said very high. At Kanshio, 68(71%) of the respondents
perceived the objectivity of Radio Benue programmes low, 16(17%) of the respondents of the
respondents perceived very low, 7(7%) of the respondents perceived the objectivity of the
programmes high, 5(5%) of the respondents said it is very high. Among the residents of Katungu
the responses show that, 70(73%) of the respondents agreed that they perceive the level of
38
objectivity of the Radio Benue programmes low, 13(14%) of the respondents said they perceived
the objectivity of the programmes very low, 7(7%) of the respondents said it is very high while
6(6%) of the respondents agreed that their perception on Radio Benue’s programmes objectivity
is high. According to the data in this table, residents of Makurdi metropolis perceive the
objectivity of Radio Benue programmes as low.
4.3 Answering Research Questions
This section of the study is concern with answering research questions that were raised earlier in
chapter one to guide the study. Using the data analyzed in the preceeding section of the chapter,
the study presents and answers the questions as they appeared in chapter one.
Research Question 1: what radio stations are listened to most among residents of Makurdi
metropolis?
Table 3 contained useful data that answered this research question. According to the data
gathered at Asase, 36(38%) of the respondents said they listen to Brothers FM most, 33(34%) of
the respondents agreed that they listened to Radio Benue most, 27(28%) of the respondents
agreed that they listen to Harvest FM most. At Gyado Villa, 38(40%) of the respondents said
they listen to Radio Benue most, 34(35%) of the respondents agreed that they listened to
Brothers FM most, 24(25%) of the respondents listen to Harvest FM most. The data gathered
from Kanshio show that 31(32%) of the respondents said they listen to Radio Benue most,
29(30%) of the respondents listen to Brothers FM most, 6(6%) of the respondents agreed that
they listen Joy FM most, 4(4%) of the respondents said they listen Ashiwave FM most. At
Katungu, the data show that, 42(44%) of the respondents listen to Radio Benue Most, 32(33%)
39
said they listen to Brothers FM most and 22(23%) of the respondents agreed that they listen to
Harvest FM most.
The Table 3 also sought to know factors that are responsible for respondents tuning to Radio
Station of their choice. According to the data gathered from Asese in North bank, 33(34%) of the
respondents agreed that they tune to a particular radio station because of the kinds of
programmes offered by the station, 28(29%) of the respondents said they tune to a station
because of the content of the news package, 27(28%) of the respondents agreed that it is because
of the commercials/music they tune to a particular station, while the minority group 14(15%) of
the respondents agreed that they listen to a Radio station because of it time of news broadcast. At
Gyado villa, 37(38%) of the respondents listen to a Radio station because the kinds of the
programmes offered by the station, 23(24%) of the station tune a station because of the content
of the news package, while 18(19%) of the respondents agreed that they tune to a particular
station because of time of news broadcast and commercial/music. The data gathered at Kanshio
show that, 39(40%) of the respondents tune to a particular Radio Station because of the kinds of
programmes it offered, 25(26%) of the respondents agreed that they tune to a Radio Station
because of its content of news package, 20(21%) of the respondents said they tune to a station
because of commercials/music while the small number of respondents 12(13%) said, they tune a
station because of the time of news broadcast. At Katungu, 35(36%) of the respondents tune to
Radio Station because of the kinds of prgrammes the station offered, 24(25%) of the respondents
tune to a station because of the content of the newspackage, 21(22%) of the respondents agreed
that they tune to a station because of the commercials/music, while 16(17%) of the respondents
tune to a particular station because of the time of news broadcast.
The data in Table 3 again sought to know frequency that respondents listen to Radio Benue. The
data at Asase show that, 42(44%) of the respondents said they listen Radio Benue frequently,
40
29(30%) of the respondents agreed that they listen to Radio Benue every time, 18(19%) of the
respondents said, they listen to Radio Benue occasionally, 7(7%) of the respondents rarely listen
to Radio Benue. At Gyado Villa, 53(55%) of the respondents said, they listen to Radio Benue
frequently, 25(26%) listen to Radio Benue occasionally, 12(13%) of the respondents rarely listen
to Radio Benue while 7(7%) of the respondents agreed that they listen to Radio Benue every
time. According to the data gathered among residents of Kanshio, 48(50%) of the respondents
listen to Radio Benue frequently, 29(30%) of the respondents listen to Radio Benue occasionally,
11(12%) of the respondents said, they listen Radio Benue every time. The data gathered among
residents of Katungu show that, 55(57%) of the respondents listen to Radio Benue frequently,
20(21%) of the respondents listen to Radio Benue occasionally, 15(16%) of the respondents
listen to Radio Benue every time while 6(6%) of the respondents agreed that they rarely listen to
Radio.
This means that, as compare from all entire selected metropolises, the respondents listen to Radio
Benue most this is because of the programmes it offered and because the majority of respondents
agreed that they frequently listen to Radio Benue.
Research Question 2: What are the kinds of programmes aired on Radio Benue?
The data in 4 four is useful in answering research question 2. According to data gathered among
residence of Asase on kinds of programmes aired on Radio Benue, 59(61%) of the respondents
agreed that, Discussion programme, News programme, Drama programme, sport/entertainment
programmes are all aired on Radio Benue, 14(15%) of the respondent agreed that, the
programme aired on Radio Benue is News programme, 12(13%) of the respondents said it is the
Discussion programme that is aired on Radio Benue, 7(7%) of the respondents said it is Drama
Programme, while 4(4%) of the respondents agreed that the kind of programme aired on Radio
41
Benue is Sport/entertainment. At Gyado Villa 58(60%) of the respondents agreed that,
Discussion programme, News programme, Drama programme, sport/entertainment programmes
are all aired on Radio Benue, 16(17%) of the respondents said the kind of programme aired on
Radio Benue is news programme, 11(12%) of the respondents said it is discussion programme,
8(8%) of the respondents agreed that the kind of programme aired on Radio Benue is Drama
programme, 3(3%) of the respondents settled on sport/entertainment. The data gathered at
Kanshio show that 50(52%) of the respondents agreed that the kinds of programme offer by
Radio
Benue
are
Discussion
programme
News
programme,
Drama
programme,
sport/entertainment programmes, 21(22%) of the respondents agreed on News programme,
6(6%) of the respondents said it is Drama programme while 2(2%) of the respondents settled on
sport/entertainment. At Katungu, 48(50%) of the respondents agreed that Discussion programme
News programme, Drama programme, sport/entertainment programmes are all aired on Radio
Benue, 14(15%) of the respondents settled on Discussion programme, 25(26%) of the
respondents agreed that the kind of programme aired on Radio Benue is News programme,
9(9%) of the respondents said it is Drama programme.
Table 4 also sought to know the types of programme aired most on Radio Benue, the data in
Table 4 gathered among residents of Asase, 42(44%) of the respondents agreed that it is political
programme, 18(19%) of the respondents said it is Health programme, 14(15%) of the programme
agreed on Agricultural programme, 12(13%) of the respondents settled on sport/entertainment,
6(6%) and 4(4%) of the respondents agreed on Religious and all of the above respectively. The
data at Gyado Villa show that 47(49%) of the respondents said the most programme aired on
Radio Benue is political programme, 15(16%) of the respondents agreed that the most
programme aired on Radio Benue is Health programme, 14(15%) of the respondents said it is
Agricultural programme, 10(10%) of the respondents settled on sport/entertainment programme
42
while few respondents 2(2%) said all the programme. The data gathered at Kanshio show that
38(40%) of the respondents said that the programnme aired most on Radio Benue is Political
programme, 21(22%) of the respondents agreed that the type of programme aired most on Radio
Benue is Health programme 20(21%) of the respondents settled on Agricultural programme,
6(6%) and 6(6%) of the respondents agreed on Sport/entertainment and all of the above
respectively, 5(5%) of the respondents said it is Religious programme that is aired most on Radio
Benue. At Katungu; the data show that, 34(35%) of the respondents agreed that the type of
programme aired most on Radio Benue is political programme, 21(22%) and 24(25%) of the
respondents settled on Health and Agricultural programme respectively, 7(7%) of the
respondents said all of the above mentioned programme are aired most on Radio Benue, 6(6%)
of the respondents said the most programme aired on Radio Benue is Sport/entertainment while
that minority participants 4(4%) of the respondents agreed that Religious programme is ared
most on Radio Benue.
This means that the kinds of programmes aired on Radio Benue are Discussion programme,
News programme, Drama programme, and sport/entertainment programmes and the type of
programme aired on Radio Benue is a political programme.
Research Question 3: What programmes do listeners prefer most on Radio Benue?
This research question seeks to know the kinds and types of programmes listeners of Radio
Benue prefer most. Table 5 contained useful data that answered this research question.
According to the data gathered among residents of Asase in regards to the type of programme
they prefer most on Radio Benue, 38(40%) of the respondents agreed that they prefer political
programme most, 25(26%) of the respondents said they prefer health programme, 18(19%) of the
respondents settled their preference on Agricultural programme, 10(10%) of the respondents
43
agreed that they prefer sport/entertainment programme most while 2(2%) of the respondents
prefer religious programme. The data gathered among residents of Gyado Villa show that,
41(43%) of the respondents agreed that they prefer political programme on Radio Benue most,
27(28%) of the respondents preferred health programme, 16(17%) of the respondents said they
prefer agricultural programme, 6(6%) of the respondents prefer sport/entertainment programme,
4(4%) of the respondents agreed that they prefer Religious programme, 2(2%) of the respondents
settled on all the programme aired on Radio Benue programmes. At Kanshio, the data gathered
show that, 37(38%) of the respondents agreed that they prefer political programme on Radio
Benue most, 29(30%) of the respondents said they prefer health programmes, 18(19%) of the
respondents prefer agricultural programme, 6(6%) of the respondents said they prefer religious
programme, 3(3%) and 3(3%) of the respondents said they prefer sport/entertainment and all of
the above respectively. The data gathered among residents of Katungu in North Bank show that,
44(46%) of the respondents prefer political programme, 26(27%) of the respondents agreed that
they prefer health programme, 14(15%) of the respondents preferred agricultural programme,
7(7%) of the respondents preferred sport/entertainment programme, 3(3%) said they preferred all
of the above mentioned programme, 2(2%) of the respondents settled their preferences on
religious programme.
Table 5 also gathered respondents’ view on reasons for Radio Benue programme preference. The
data gathered among residents of Gyado Villa show that, 39(40%) of the respondents prefer
listening to a Radio Benue programme because of news/information, 21(22%) of the respondents
listen to Radio Benue because of education, 18(19%) listen to Radio Benue because of
entertainment and another group of respondents representing 18(19%) listen to Radio Benue
programme because of relaxation. The data gathered at Gyado Villa show that 34(35%) of the
respondents prefer listening to Radio Benue programme because of news/information, 31(32%)
44
of the respondents prefer Radio Benue because of education, 16(17%) of the respondents said the
reason for their preference of a Radio Benue programme is entertainment while 15(16%) of the
respondents said it is because relaxation. At Kanshio, 42(44%) of the respondents said they
prefer Radio Benue programme because of news/entertainment, 28(29%) of the respondents aver
that they prefer Radio Benue programme because of education, 14(15%) of the respondents said
it is because of entertainment while the minority 12(12%) of the respondents said they prefer
listening to a Radio Benue programme because of relaxation. At Katungu, the responses show
that, 37(38%) of the respondents listen to a Radio Benue programme because of
news/information, 31(32%) of the respondents said it is because of education, 14(15%) of the
respondents said the reason for their preference is for entertainment, while another group of
14(15%) respondents said they prefer a Radio Benue programme because of relaxation.
On factors that influence respondents’ preference of Radio Benue programme, Table 5 show
that, at Asase 42(44%) of the respondents are influenced by the presenter of the programme,
26(27%) of the respondents are influenced by the content of the message, 16(17%) of the
respondents agreed that they are influenced by the time of broadcast, 9(9%) of the respondents
said they are influenced by the credibility of the source, 5(5%) of the respondents said they are
influenced by the objectivity of the content. The data at Gyado Villa show that, 43(45%) of the
respondents are influenced by the presenter of the programme, 21(22%) of the respondents are
influenced by the message content, 9(9%) of the respondents are influenced the credibility of the
source, 7(7%) of the respondents said they are influenced by the objectivity of the content of the
message. At Kannshio, the responses show that, 35(36%) of the respondents said they are
influenced by the programme presenter, 21(22%) of the respondents said they are influenced by
the message content, 19(20%) of the respondents agreed that they are influenced by the time of
45
broadcasting the programme, 14(15%) of the respondents said they are influenced the objectivity
of the programme while 7(7%) of the respondents tegsaid they are influenced by the source
credibility. The data gathered at Katungu show that, 33(34%) of the respondents are influenced
by the programme presenter, 25(26%) of the respondents said they are influenced by the message
content, 18(19%) of the respondents said they are influenced by the time of broadcast, 14(15%)
of the respondents said they are influenced by objectivity of the content, 6(6%) of the
respondents said they are influenced by the source credibility. According to the data in Table 5
above the factor that influence the residents of Makurdi metropolis to listen to Radio Benue
programme is the dexterity of the programme presenter.
The result shows that, residents of Makurdi metropolis prefer listening to a political programme
on Radio Benue because of news/information.
Research Question 4: What is the level of satisfaction or dissatisfaction of Radio Benue
programme among residents of Makurdi metropolis?
Data in Table 6 answered this research question. The data gathered concerning level of
satisfaction and dissatisfaction of Radio Benue programmes responses from Asase show that,
42(44%) of the respondents agreed that they are slightly satisfied, 27(28%) of the respondents
said they are not all satisfied, 21(22%) of the respondents said they are moderately satisfied,
4(4%) of the respondents are very satisfied, 2(2%) of the respondents are extremely satisfied.
The data at Gyado Villa show that, 47(49%) of the respondents agreed that they are slightly
satisfied, 26(27%) of the respondents said they are not at all satisfied, 19(20%) of the
respondents claimed that they are moderately satisfied while 4(4%) of the respondents agreed
that they are very satisfied. Responses from Kanshio show that 49(51%) of the respondents are
slightly satisfied, 23(24%) of the respondents are not at satisfied, 16(17%) of the respondents are
46
moderately satisfied, 6(6%) of the respondents are very satisfied, while the minority 2(2%) of the
respondents are very satisfied. According to the data at Katungu in North Bank, 47(48%) of the
respondents agreed that they slightly satisfied with Radio Benue programmes, 27(28%) of the
respondents agreed they are not at all satisfied with Radio Benue programmes, 17(18%) of the
respondents said they are moderately satisfied, 3(3%) of the respondents said they are very
satisfied, 2(2%) of the respondents agreed that they are very satisfied.
The data in Table 6 also show the views of the respondents on how they perceive the level of
objectivity of Radio Benue programmes, according to views of residents of Asase, 67(69%) of
the respondents perceived the level of objectivity of Radio Benue programmes low, 15(16%) of
the respondents agreed that they perceived the objectivity of theprogrammes high, 14(15%) of
the respondents said they perceived very low. At Gyado Villa, high responses of 70(73%) of the
respondents perceived the objectivity of Radio Benue programme low, 15(16%) of the
respondents agreed that perceived the objectivity very low 9(9%) of the respondents said high
while 2(2%) of the respondent5s said very high. At Kanshio, 68(71%) of the respondents
perceived the objectivity of Radio Benue programmes low, 16(17%) of the respondents of the
respondents perceived very low, 7(7%) of the respondents perceived the objectivity of the
programmes high, 5(5%) of the respondents said it is very high. Among the residents of Katungu
the responses show that, 70(73%) of the respondents agreed that they perceive the level of
objectivity of the Radio Benue programmes low, 13(14%) of the respondents said they perceived
the objectivity of the programmes very low, 7(7%) of the respondents said it is very high while
6(6%) of the respondents agreed that their perception on Radio Benue’s programmes objectivity
is high. According to the data in this table, residents of Makurdi metropolis perceive the
objectivity of Radio Benue programmes as low. The result of this question show that residents of
47
Makurdi metropolis are slightly satisfied with Benue programmes and also they perceive the
objectivity of the programmes as low.
4.4 Discussion of Findings
This section of the study discusses the findings arrived at after data presentation, analysis, and
answering research questions. The study revealed that residents of Makurdi metropolis listen to
Radio Benue more than any other radio station around. This is evident in Table two which shows
high responses of 38% in Asase, 40% in Gyado Villa, 32% at Kanshio and 44% at Katungu that
they listen to Radio Benue most. This finding is in line with Achin (2021) that people of Makurdi
Local Government listen to Issues of the Moment on Radio Benue more than Democracy and the
people on Harvest FM.
Another finding revealed that, the factor responsible for respondents tuning to Radio Benue is
the kinds of prgrammes it offered, this is because high responses of 33% from Asase, 38% from
Gyado Villa, 40% from Kanshio and 36% from katugu all agreed on the same position.
The study also gathered that, the kinds of programmes aired on Radio Benue are Dicussion
programme, News programme, Drama programme and sport/entertainment this was shown in
Table 4 as majority of responses 74% from Asase, 72% from Gyado Villa, 70% from Kanshio,
65% from Katungu agreed on the same position.
On the type of programme aired most on Radio Benue, the study found out that the political
programme is aired most as shown in Table 4 that the majority of respondents 44% from Agan,
49% from Gyado Villa, 40% from Kanshio, and 35% from Katutngu said political programme is
aired most on Radio Benue.
48
The findings on research question 3 revealed that, residents of Makurdi metropolis prefer
political programme most on Radio Benue this is because majority of respondents 38% from
Asase, 43% from Gyado Villa, 39% from Kanshio and 40% from Katungu who agreed on
political programme against other programmes aired on Radio Benue. The study also gathered
the reason for listeners’ preference to Radio Benue is News/information as justified in Table 5
that, 40% of respondents from Asase, 35% from Gyado Villa, 44% from Kanshio, 38% from
Katungu agreed on news/information. Again, the factor that influences respondents’ choice of
programme preference on Radio Benue is the programme presenter as presented also in Table 5
that high response of 44% from Asase, 45% from Gyado Villa, 36% from Kanshio, and 34%
from Katungu agreed that the dexterity and efficiency of the programme presenter is the they
prefer a particular programme on Radio Benue.
The findings also show that the residents of Makurdi metropolis are slightly satisfied with Radio
Benue Programme as demonstrated in the responses in Table 6 that, majority of respondents 44%
from Asase, 49% from Gyado Villa, 51% from Kanshio, and 49% from Katungu that they are
slightly satisfied.
Lastly, the study gathered that, the residents of Makurdi metropolis perceive the objectivity of
Radio Benue programme as low, this is also evident in Table 6 that, 69% from Asase, 73% from
Gyado Villa, 71% from Kanshio and 73% from Katungu said they perceive objectivity of Radio
Benue programme as low.
49
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary
Radio broadcasting remains a strong form of communication despite the explosion of web-based
platforms, because it delivers local flavor in music, news, talk, and politics (Girard, 2012). The
social feedback that comes naturally in radio broadcasting allows listeners to influence their
station, leading to highly customized and localized focus. This study assessed listenership and
preferences of Radio Benue Programmes among residents of Makurdi metropolis with four (4)
research objectives: to find out which radio stations are listened to most among residents of
Makurdi metropolis, to find out kinds and types of programmes aired on Radio Benue, to
identify the programmes listeners prefer most on Radio Benue, to assess the level of satisfaction
or dissatisfaction of Radio Benue programmes among residents of Makurdi Metropolis.
The sample size of 384 was statistically determined using Araoye’s formula for sample size
determination. Respondents were served with questionnaire in four major metropolises of
Makurdi town (Kanshio and Gyado Villa in South Bank, Asase and Katungu in North Bank) to
find out answers to the four questions raised in line with the research objectives of the study.
Media Dependency and Social Category Theories were used to guide the study.
The study revealed that, listeners prefer political programme on Radio Benue but perceived the
programme as being biased. And also the reason for their listenership is news/information.
50
5.2 Conclusion
Radio houses, wishing to survive, grow and remain profitable must therefore understand the
perceptions and expectations of radio audiences in their operations. Apart from adapting the
findings of this study into their operations, they must also find ways of factoring commercials in
a non–disruptive manner into their programming, for without revenue from aired commercials;
they will go out of business. Most rural people are poor and lack access to various resources. To
them, radio has become a facilitator, sending pleas on behalf of the people in need. All these
illustrate that radio plays an important role in lives of the people in Benue State.
Programming strategy of radio houses in Benue State must take into consideration audience
preferences. The findings of this study showed that respondents prefer political programmes
aired on Radio Benue but this is so because of the constant focus of Radio Benue programme
producers on political issues.
This study therefore concluded that, Radio Benue programmes are political inclined and lack
other issues of community development that is why majority of respondents said they are
slightly satisfied with Radio Benue programmes.
5.3 Recommendations
Base on the findings from this work and findings of other empirical studies, this study draws the
following recommendations:
i.
Radio Benue and of course other radio stations must ensure that they maintain
objectivity especially in news reporting
51
ii.
Radio houses must also begin to appreciate the gradual change in listening habits
occasioned by several factors so that they would package programmes that will
satisfy listeners
iii.
Producers of radio programmes should not focus only on political issues bust also on
other issues of interest like Health, Agriculture and Education.
iv.
The programs should also be broadcast either in the afternoon or evening. Use of
experts coupled with phone-in interaction can betterthe utilization of the radio
messages given.
52
Referfences
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Nigerian Broadcasting Commission. p. 30
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Okpanachi, S.O.M (2008). Radio Development: The Case of Radio Nigeria. Paper
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54
MakurdiAsaGod
APENDIX
INSTRUMENT OF DATA COLLECTION
Benue State University, Makurdi,
Faculty of Social Sciences,
Department of Mass Communication
Dear Respondent,
I am a final year students of Department of Mass Communication Benue State
University, Makurdi. I am undertaking a research on the topic “Listenership and Preferences
of Radio Benue Programmes Among Residents of Makurdi Metropolis”. I humbly request
for your honest responses below to assist me realize the objective of the study. The research is
part of the requirement of B.Sc. degree in Mass Communication. Therefore, I promise to treat all
responses in confidence as they are for academic purpose only.
Yours faithfully,
Aboje Faith Alamin
Bsu/ss/com/17/46018
55
QUESTIONNARE
Instruction: please kindly tick [ ] in the appropriate box only.
SECTION A: DEMOGRAPHIC INFORMATION
1. Sex
(a) Male [ ]
(b) Female [ ]
2. Age
(a) 18-25 [ ]
(b) 26-35 [ ] (c) 36-45 [ ] (d) 46 and above [ ]
3. Occupation
(a) Trader [ ] (b) Farmer (c) Civil servant (d) Student[ ]
4. Marital status
(a) Married [ ] (b) Single [ ] (c) Divorced [ ]
5. Highest educational qualification
(a) SSCE [ ] (b) NCE/ND [ ] (c) B.sc/HND [ ] (d) M.sc (e) PhD [ ]
SCTION B:
6. Which Radio station do you listen most?
(a) Radio Benue 95.0 FM, Makurdi
(b) Harvest FM 103.5, Makurdi
(c) Brothers FM 90.5, Makurdi
(d) Joy FM 96.5 Otukpo
(e) Ashi wave 99.9 FM Katsina-Ala
7. What is the factor that is responsible for turning to the Radio station of your choice
most?
(a) The content of news package
(b) The kinds of programme
(c) Time of news broadcast
(d) Commercials/advertisement
8. How often do you listen to Radio Benue?
(a) Frequently
(b) Rarely
(c) Occasionally
(d) Every time
(e) Never
9. What are the kinds of programmes aired on Radio Benue?
(a) Discussion programmes
(b) News Programmes
(c) Drama Prorammes
(d) Sport/entertainmejnt programmes
(e) All of the above
56
10. What type of programme aired most on Radio Benue?
(a) Political programme
(b) Health programme
(c) Agricultural programme
(d) Religious programme
(e) Sport/entertainment programme
(f) All of the above
11. What type of Programme do you prefer most on Radio Benue?
(a) Political programme
(b) Health programme
(c) Agricultural programme
(d) Religious programme
(e) Sport/entertainment programme
(f) All of the above
12. What reason do you prefer listening to a programme on Radio Benue?
(a) News/information
(b) Enterta,inment
(c) Education nnm
(d) Relaxation
13. Which factor influence your preference of Radio Benue Programme?
(a) Time of broadcast
(b) Message content
(c) Objectivity of the content
(d) Source credibility
(e) Programme presenter
14. What is your level of satisfaction to the kinds of programme offer by Radio Benue?
(a) Not at all satisfied
(b) Slightly satisfied
(c) Moderately satisfied
(d) Very satisfied
(e) Extremely satisfied
15. To what extent do you perceived the objectivity Radio Benue programmes?
(a) High
(b) Very high
(c) Low
(d) Very low
57