Audience Survey Conducted on “Dewel” Radio ... - FES Ethiopia

1.3 Methodology
The study would follow a cross-sectional survey design and would employ the
qualitative data collection techniques namely Focus Group Discussion (FGDs),
Self-completion questionnaire and In-depth Interviews (II) to gather the required
information.
1.3.1 Data Collection
Data is obtained from primary and secondary data sources. The secondary sources
are reviewed from different relevant documents related with the study and
available with FSS, WAAG and other sources. However, the primary source of
data would be the randomly selected audience groups from youth associations, and
selected community members in Addis Ababa and nearby areas, stake holders and
FSS/WAAG officials.
1.3.2 Sampling
Under the umbrella of the qualitative research paradigm, simple random sampling
technique is used to select the population. Since there is no identified group of
audience, simple random sampling technique helps to recognize a representative
sample of the population (Anderson, 1998). Accordingly, ten focus groups
discussions with different groups from the communities (youth, women and
elders) are conducted in Addis Ababa, Nazareth and Sebeta towns.
Similarly, nine in-depth interviews are conducted with Key informants. Two
selected editors from FM Addis 97.1, the current and previous executive directors
of FSS and the communication officer are among the principal key informants
interviewed. Also included in FGDs are the managing director and the three
journalist of WAAG communication working in the program.
Further more, two hundred self-completion questionnaires are distributed among
7