ASSESSMENT OF RADIO LISTENING HABITS AMONGS UNDERGRADUTES IN THE TERTIARY INSTITUTION: A STUDY OF UNIVERSITY OF BENIN

ABSTRACT

This study, explores the radio listening habits of undergraduates in the tertiary institution, using the University of Benin as a case study. The scope of this research will be limited to undergraduates in the University of Benin, having being placed as one of the best federal tertiary institutions in Nigeria. This study will only interrogate the perception of listeners on the extent of their dependency on radio information since its inception. This study will serve as a reference point for other projects that will intent to look at undergraduates’ dependency and listening habits of radio broadcasting. The population of the study was 1466, and a sample size of 293 was obtained. The study employed survey research method in gathering data. One major objective of this research was to assess if undergraduates in tertiary institution listen to the radio broadcast, and how often do they get their information from the radio? Findings from this study shows that although majority of undergraduates in tertiary institutions are exposed to the radio broadcast, they have poor listening habit because it has little or no impact on their academics. It was thereafter recommended that the radio broadcast should tailor her messages to suit the preference of the younger generation, particularly undergraduates in tertiary institution. The radio broadcast should have specific educational programs that align with the curriculum of undergraduates in tertiary institutions.