I got a call this weekend from a company doing a survey on local radio. The purpose, I was told, was to improve local programming. I told the girl I wasn’t sure I could help since I didn’t listen to local radio, but rather listened to a feed from a radio station over the internet.

I am guessing she decided my answer fell in the doesn’t listen to radio category because she thanked me for my time and hung up. I also assume that she was working for a company hired to conduct the survey and not for the company(ies) who commissioned it and thus had no real investment in exploring why I didn’t listen.

If the purpose was to improve the quality of local programming, the next questions should be: what do I listen to, if such programming was offered locally would I listen and if not, what is it about the online feed that was so appealing?

Even if I didn’t listen to any radio at all and only to my CD collection or iPod, a little discovery as to why I didn’t listen to radio might be in order. My reasons might be reversible if the right station came along.

Of course, maybe they didnt really want to improve programming but had some sort of agenda they were pursuing with the survey. One of the cardinal rules of decision based surveying is never ask a question you have no intention of acting upon.

The whole incident made me think maybe I should look back at the surveys I use to see if they are still pertinent. I also got to thinking that perhaps I should also read the responses a little more closely to see if they clue me in to other questions I should be asking. There may be a single perfect survey question for determining loyalty and growth, but there are plenty of other things I want to know.