African-American Public Radio Research Project
Frequently Asked Questions
Q: Will the proposal deadline be extended?
A: Yes. The deadline for proposals has been extended one week, to 5 PM, September 20, 2005.
Q: Is this RFP open to all applicants?
A: This RFP is open to all qualified applicants. The proposals will be reviewed based on the criteria set forth in the RFP.
Q: Is the purpose of this RFP to determine how to develop new listeners or to keep current listeners?
A: While we do not want to eliminate any current listeners, the focus of this RFP is to develop new listeners. The purpose of this project is to learn more about current listeners to public radio stations as well as to learn about programming that would attract more listeners; in particular African-American listeners.
Q: Does this RFP only concern information/talk programming?
A: The impetus for this RFP is consideration of new information programming, possibly including music segments in the program.
Q: How were the markets listed in the RFP selected?
A: We are interested in learning more about the current and potential audiences for stations in these markets.
Q: Could the RFP be expanded to include additional markets, notably major markets with significant African-American listening to public radio?
A: This RFP is designed to develop programming for the markets listed. While we hope the insights can be drawn across other markets in the future, research must be done in the markets specified.
Q: What dollar amount is being considered for this research?
A: CPB is prepared to make the investment required to answer the questions put forth in the RFP. While our budget is not unlimited, we will consider any proposal that we believe will respond best to the RFP. Cost will be a consideration in the evaluation process.
Q: Does CPB expect the selected market research firm to design and field this market research project only to provide data and analysis to inform the strategic plan or is it the assumption that the research firm will also be retained to draft the strategic plan with the national producer and African-American stations?
A: We are seeking a market research firm to design and conduct the research to inform the plan.
Q: Is this study perceived to be a stand alone base line study or is it assumed that the market research firm will field additional longitudinal studies to measure the impact and effectiveness of the strategic initiatives?
A: While there is a possibility of future studies, this RFP is for a stand alone study and there is no guarantee for a future study.
Q: Please provide further clarification regarding the presumed market segment(s) within the African-American community (demographic, psychographic, and behavioral) which represent the target audience for expanded listenership.
A: While we are focusing on adults aged 25+, we expect the research firm to propose the appropriate market segment(s). The results of the study should target that market segment. This study is focused on African-American listeners to public radio.
Q: Are there already assumed dimensions of programming that CPB wants tested through this market research engagement? What are they? Can more detail be provided regarding what is meant by "exceptional programming"?
A: We expect the new program to be primarily news and talk in nature and to expand the African-American audience. Beyond that, CPB has no assumptions.
Q: Spell out, in more detail, the desired working relationship expected between the market research firm, the national producer and selected African-American stations in the design, roll out, and follow through with the market research engagement.
A: We expect to work closely with the research firm and to continue working with the firm throughout the project. The selected African-American stations will be expected to make their membership information available to the researcher. The results of the research will be reviewed with the stations and producers; and presented to the public radio system.
Q: What, if any, flexibility is there regarding the overall time line as well as the various working deadlines (e.g. questionnaire development, field work, final presentation) as specified in the RFP?
A: We believe that the schedule in the RFP is realistic and we will require the vendor to adhere to it.
Q: Whereas the RFP allows for options in terms of data collection methods, (i.e., CATI, Internet and so forth), is there similar flexibility in regard to the research design—i.e., qualitative-quantitative, qualitative-quantitative-qualitative?
A: We will consider all proposals that would achieve the goals laid out in the RFP.
Q: In regard to the analytical plan for the study, does CPB desire a descriptive market analysis or does CPB want the market research firm to apply advance multivariate analytics such as max-dif "scaling", predictive segmentation, conjoint analysis, simulators for what-if scenario projections and so forth to provide a more rigorous understanding of the market and programming alternatives.
A: We will consider all proposals employing analytical techniques that would achieve the goals laid out in the RFP.
Q: What is the proposed sample size?
A: We have no set criteria as to this answer, although we need the vendor to produce data that will adequately project to the population we are studying.