Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
DEGREE OF
OCTOBER 2008
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This undergraduate research titled LOS BAÑOS RADIO LISTENERS’
PREFERENCES FOR AN ENVIRONMENTAL COMMUNITY RADIO PROGRAM,
prepared and submitted by MARY GRACE BULAONG ARROYO in partial
fulfillment of the requirements for the degree Bachelor of Science in Development
Communication (Community Broadcasting), is hereby accepted.
________________________________
PROF. JULIENNE V. BARIUAN
Adviser
________________________________
Date
Accepted in partial fulfillment of the requirements for the degree Bachelor of Science
in Development Communication
(Community Broadcasting)
________________________________
PROF. JULIENNE V. BARIUAN
Chair
________________________________
Date
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ACKNOWLEDGEMENT
First of all, I would like to extend my gratitude to the faculty and staff of the College
of Development Communication, most especially to the Department of Development
Broadcasting and Telecommunication, for the wisdom and learning you’ve shared with me
for the past three and a half years. I will treasure all these things as I go out of the university.
I’ll miss college so much!
Of course, I would like to thank Prof. Julienne V. Bariuan for being a patient and
supportive adviser. Thanks for everything, especially for the tips you’ve shared on thesis
writing. I’m so grateful to be one of your advisees and students. You’ve inspired and taught
me so much. More power Ma’am Juls! Keep going! ☺
To my former roommates, Dang and Rachel, thanks for the advice, especially for
being my shoulders to cry on. And to Mami Arianne and Dadi Paul, thanks for being our
second parents (Hehe..). I miss our apartment and I miss you guys! Hope to see you soon!
To Anne and Kuya Athan, I’ll miss our food trip nights and scary stories. Thanks for
making my last semester full of bliss. You take good care of each other ha!
Cyrus, Amy, Nicole and Ivy, I’ll miss you guys! Go for cheeseburger! ☺
Of course, to Jaety, thanks for being a wonderful part of my life, most especially for
the love, care, patience and understanding. You made everything worthwhile. Take good care
of our kids ha! ☺
To my family, Pangsie, Mangsie, Kuya Lauren and Carlo, thanks for the love and
support. You’re my inspiration. ☺
And most especially, thank you dear God for making all these things possible. ☺
“This is the time in you life when things seem to flash right before your eyes –
at bullet speed. The events go fast; they are over before you know it. High
school is now only the safety blanket you’ve outgrown but miss so much. Soon,
college will be the same.” This is it!
gracey
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TABLE OF CONTENTS
Acknowledgement 3
Table of Contents 4
List of Tables 7
List of Figures 8
Abstract 9
Chapter I Introduction
Structure and Rationale of the Study 11
Statement of the Problem 12
Objectives of the Study 13
Significance of the Study 14
Limitations of the Study 14
Operational Definition of Terms 14
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Chapter IV Results and Discussion
Demographic and Socio-Economic Characteristics
Age 28
Sex 28
Civil Status 29
Religion 30
Educational Attainment 30
Source of Income 31
Monthly Household Income 33
Household Size 34
Environmental Information Needs and Programming Preferences
Environmental Information Need 35
Respondent’s Preferred Environmental Topics 35
Preferred Program Segments 37
Preferred Program Format 38
Program Duration 39
Program Length 40
Frequency and Day of Program Airing 40
Time of Airing 41
Program Host(s) and Characteristics 44
Suggested Participatory Techniques 45
Suggested Program Listenership Techniques 46
Radio Ownership and DZLB Awareness
Radio Ownership and Listening 46
DZLB Awareness 47
Source of Information about DZLB 48
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Radio Ownership and DZLB Awareness 52
Conclusion 52
Recommendations 53
Bibliography 55
Appendices
Appendix A
Tables
Appendix B
Questionnaire
Appendix C
Received copy of letters submitted to barangay captains
Appendix D
BIMS 2006
Map of Los Baños
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LIST OF TABLES
7
LIST OF FIGURES
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ABSTRACT
This study was conducted to determine the profile of Los Baños, Laguna radio
listeners and their programming preferences for an environmental community radio program.
Systematic sampling was used to select fifty respondents each from three Los Baños
barangays. A self-administered questionnaire was used to gather data. All household
members 18 years old and above were selected as respondents as long as they have been Los
Baños residents for 5 years or more.
All ages and both sexes are well represented in the sample of survey respondents.
Most of the respondents are Roman Catholics, married, well-educated and employed. The
average household size is four members. More than one-third of the respondents belong to P
1,000-5,999 monthly income bracket.
Almost all of the respondents indicated the need for an environmental community
radio program. Most of the respondents preferred that the program be presented through the
news format, indicating that they preferred timely information on environmental issues and
concerns. Many of the respondents wanted the program to be regular or aired during
weekends. The 7-8 a.m. time slot is preferred so they can listen while preparing for work. A
male and a female who are knowledgeable about the topic, jolly, fluent in Filipino, and have
good voice qualities are preferred.
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Many of the respondents preferred to actively participate in the radio program
through live coverages in the barangay, phone ins, and the sending of comments and
suggestions. Many of the respondents suggested that the program be promoted through radio
announcements, TV advertisements, and posters.
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CHAPTER 1
INTRODUCTION
Radio is an indispensable communication tool that is very popular among rural and
urban listeners (Cabading, 1997). It is considered as the most pervasive and influential mass
medium in the country as it has the highest level of ownership. Apart from being informative,
radio increases listeners’ awareness on various issues, concerns and developments within
their immediate community or within society as a whole.
Community radio focuses on local issues. One such station is DZLB, owned and
managed by the Department of Development Broadcasting and Telecommunication, College
of Development Communication, University of the Philippines Los Baños. It first went on air
on August 2, 1964. It is the oldest existing educational, non-commercial community radio
station in the Philippines. But due to technical problems, the station went off the air on
October 2003. Finally, after five years, DZLB continued its operations on October 2008.
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Being an educational medium, DZLB’s programs strive to instruct and motivate
people. It aims not only to serve the community though broadcasting programs which
empower and educate but also in assisting in training and molding future development
broadcasters (DZLB Factbook, 1993). Also, it won the 1994 KBP (Kilusan ng mga
Broadkaster ng Pilipinas) Golden Dove Award for best AM radio station.
To ensure that its programs are suitable to its intended audience, DZLB initiated
several audience analysis surveys, each focusing on a specific subject matter. This study is
one such research. The station gives much importance on such researches as the lack of
attention given to listenership studies and audience analyses is one of the main causes why
radio is not used properly (Cabading, 1997). Thus, the results of this study will be used in
planning for a new community radio program that will focus on answering DZLB potential
listeners’ environmental information needs. This research focused mainly on the
characteristics and programming preferences of selected Los Baños residents.
This study answered the question: What is the profile and programming preferences
of Los Baños radio listeners for an environmental community radio program? Specifically, it
addressed the following questions:
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2. What environmental information do Los Baños radio listeners want to hear from
an environmental community radio program?
3. What segments are appropriate for such a community radio program geared
towards the Los Baños community?
4. What do the respondents prefer in terms of format, duration, length, frequency,
day and time of airing of the program?
5. What characteristics do the radio listeners expect from such a program’s host(s)?
6. What techniques/mechanisms can be used to encourage program listenership and
participation among the intended audience?
The study ascertained the profile of Los Baños radio listeners and their programming
preferences for an environmental community radio program. Specifically, it:
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Significance of the Study
The existing DZLB audience analyses and listenership studies were conducted several
years ago. Therefore, this research provides updated information that DZLB can use in
conceptualizing a new community radio program on environmental issues that is suitable to
Los Baños listeners’ needs.
This study focused only on getting the respondents’ preferences for an environmental
community radio program. Moreover, respondents were chosen based on their availability to
answer the self-administered questionnaire. Lastly, this study focused only on the Los Baños
community due to time constraint and limited financial resources. Out of its 14 barangays,
only three (3) barangays with environmental problems and concerns (e.g. waste management,
situated near the Laguna Lake, etc.) were selected.
Environmental information – any information or update regarding the current status of the
environment such as pollution, climate change and global warming, waste
management, deforestation, wildlife, and toxic and hazardous wastes. In this
study, the potential program listeners were asked to choose the top five (5)
specific environmental topics/themes that they would like to hear discussed in
the proposed environmental radio program.
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Programming preferences – listeners’ inclination with regards to the different aspects of an
environmental radio program, such as:
Mechanism for Program Listenership – methods that can be used to promote listenership
of the environmental radio program among the community members
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CHAPTER 2
The environment plays a significant role in the lives of humans. However, at these
times, because of natural disasters and human interactions like technological advancements,
continuous population growth, and others, the environment is now devastated. To answer this
issue, the people must be well-informed and be involved.
Schramm (1964) said, “in order to take part in national development, people must be
properly informed about social changes and issues happening around them. They must feel
the need for such changes and become aware of how such changes can be brought about.”
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In a chapter written by Patindol and Cardenas in the handbook of Flor and Gomez
(1993), environmental communication is defined as a dynamic process of developing and
enhancing relationships to attain economic growth in a clean and green environment. The
public plays a vital function in this matter. Since the people have experiences and insights on
solving and managing environmental issues, it is expected that they have participation in the
process.
The media generally promote and encourage people to protect and conserve the
environment, while researches are working hard to find solutions that will help manage the
problem (Asis, 1996). However, environmental issues are too complicated for the common
people. That is why there is a need to simplify environmental concepts into messages that
people can easily understand. The degree to which awareness regarding environmental issues
could be cultivated would rely heavily on the manner in which it is communicated (Agapito,
1998).
In the study of Revilla (1992), he found out that the main source of information of the
respondents is the mass media. Ninety-nine percent and 74 percent of the respondents rely on
getting information from the television and radio, respectively. Also, the study showed that a
significant relationship exists between the environmental awareness of the respondents and
their source of information.
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Meanwhile, Ambrosio (1994), as cited by Lamigo (1997), studied the sources of
information and awareness of agroforestry upland farmers. The studies’ results showed that
the majority of the respondents prefer getting information from radio than other media
sources. Also, the respondents said that they can hear environmental programs on the radio.
The evolution of radio broadcasting has been a phenomenon all over the world
(Manual on Broadcasting, 1979). It plays important role in disseminating information and
influencing the society. The use of broadcasting has been recognized as a powerful
instrument in creating awareness (Nuyles, 1979).
To shorten the gap between the two key players – station planners and target audience
– according to Librero (1975), community broadcasting has several characteristics. (1) It is
purposive. Any radio program must have a well-defined purpose which should be reflected in
its objectives and goals. (2) It is audience-oriented. The audience must be the basis of
developing any program. Knowing the needs and interests of the audience will help in
designing an interesting and successful program. Having the audience as the subject of a
program helps in catching audience attention. (3) It is participatory. Participation of the
audience in a program makes them feel that they are important and part of the program itself.
It becomes more effective when there is feedback from the audience.
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(4) It is educational. To educate means not only informing the listeners but teaching them to
identify and solve their problems. It is done through presenting information in simple and
comprehensible manner.
Radio provides information and even creates the need for information (Jamison,
1978). All the information the listeners want can be aired all in one day in a community radio
which they can tune into anytime they want. Radio availability and listenership is high in the
community (Ancheta, 1994).
As Gomez (1970) stressed, “The people prefer to listen to their station, the station that
gives them local news that concerns them, programs that help them with their problems,
economic or otherwise, programs in which they or theirs participate. With local radio station
there are so many chances in rendering so called “public services” that tie people to you,
which is definitely impossible with big stations located in the capital of the country, for
several million people.”
There are several listenership studies conducted for Radyo DZLB-AM. The first
listenership study was conducted by Pabale, et al (1964) assessed the first three months of the
station’s operation. Respondents were randomly selected from four barrios in Bay, Laguna.
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Results showed that out of 107 respondents, 71 (66.4%) were aware of the existence of
DZLB. This is followed by another study done by Gomez, and et. Al (1973), where the
results showed that out of 212 respondents from the 82 barrios is Laguna, 113 (55.3%)
listened to DZLB.
In 1988, Escobin conducted a listenership study in Los Baños, Laguna. Her study
aimed to find out the “extent of DZLB listenership and the reasons why it is being listened or
not.” In the data gathering, Escobin randomly selected five barangays and used the accidental
sampling technique. The results showed that 112 (93.3%) were aware of DZLB. However, 39
out of the 112 (34.8%) admitted that they do not listen to the station. Some of the reasons the
respondents answered why they do not listen to the station are because they don’t have time,
they prefer listening to FM stations and they do not know the station’s frequency. Moreover,
some answered that they really do not listen or do not own radio sets.
Bautista in 1993 conducted another audience analysis. Out of 192 respondents, 184
(82%) were aware of DZLB and 107 (58%) were listeners of DZLB. Besides, Bautista’s
study also showed that radio is still one of the most accessible mass communication tools.
De Castro (1996) study, meanwhile, showed that 140 (15.3%) out of 917 respondents
listened to DZLB. It focused on the audience perception of DZLB. The results showed that
for most of the respondents, DZLB was “distinct and unique in educating the people and
serving Los Baños as well as informing and broadcasting beneficial programs.”
Paller’s (1997) study aimed to determine the percentage of the respondents who listen
to DZLB. It also determined their socio-demographic characteristics, exposure to radio,
awareness of the station and reasons for their listenership. Results showed that 87.2% were
aware of the existence of DZLB but only 54.2% listen to the station. Some of the
respondents’ answered they like listening to news about Laguna, the station’s programs are
informative and related to their work, entertaining. Generally, the study showed that majority
of the Los Baños community were conscious of the station’s existence.
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In 2004, Cabrera made a study regarding the perception of the listeners about DZLB-
AM in terms of usefulness, understandability, credibility, and effectiveness. Results were
taken from 65 randomly selected respondents from Los Baños, Laguna. The data showed that
the respondents perceived DZLB AM as educational (82%), provides relevant information
(97%) and gives timely information (95%). On the other hand, 59 favored that the DZLB
announcers were credible and believable. Cabrera’s study also showed the importance of
knowing the audience. The involvement of the audience was stressed out in the study as a
way of determining the relevance and effectiveness of media programs.
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THEORETICAL FRAMEWORK OF THE STUDY
AUDIENCE SIDE
PERSON
(1) Social Cultural Background
MEDIA SIDE
The “Pragmatic Model of Audience Choice” illustrates the audience’s general choice-
making process. The model has two sides, the Audience side and the Media side.
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The Audience side considers the audience tastes and preferences, what motivates
individuals to join audiences and the balance of forces that maintains them (McQuail, 1997).
Thus, there are several factors in the audience side that should be considered according to
their order and distance from the moment of choice or attention (media use): (1) socio-
cultural background, (2) media-related needs, (3) personal tastes and preferences, (4)
availability, (5) awareness and (6) context. Most distant is the social and cultural background
and set of tastes and preferences. This implies that these factors have great and strong effects
on our choices.
On the other hand, media use is largely shaped by certain relatively constant
elements of social structure and media structure (McQuail, 1997). The media side consists of
media system, structure and media provision, available content options, media publicity and
time and presentation. These elements are the characteristics of any type of mass media.
The general content preference set and specific content choice are shaped through the
combination of the audience’s perception and evaluation of their preferences. It is a
hypothetical construct which reflects the tastes of the intended audience for a certain
program.
The Pragmatic Model of Audience Choice was used to identify the characteristics of a
possible environmental community radio program for DZLB-AM. The theory shows that the
audience factors and media elements have a relationship with each other, but this study only
focused on describing the characteristics of DZLB’s intended audience. It answered the main
problem of the research: What is the profile and programming preferences of the Los Baños
radio listeners for an environmental community radio program?
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With this model, the type of environmental information that the audience wish to
receive was based on their own choices and interests. The demographics and socio-economic
characteristics together with the listenership and participatory mechanisms helped in shaping
the entire environmental program.
In this study, the variables of the model on the audience side were modified as input
factors. The demographic and socio-economic characteristics of the respondents were
identified to determine their socio-cultural background. Their preferred environmental
information was identified to find out their media-related needs with regards to the proposed
environmental program.
Their personal tastes and preferences were defined by determining their programming
preferences. Their availability was identified by determining their preferences in terms of the
program’s duration, length, day and time of airing and frequency.
Since this study is an audience analysis, the media side will not be included. The
gathered data will be interpreted and will be used to recommend the possible characteristics
of an environmental community radio program for DZLB.
INPUT OUTPUT
Participatory techniques
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CHAPTER 3
METHODOLOGY
Research Design
A one-shot survey design was used to gather the information needed for designing an
environmental community radio program for DZLB. Survey was used because it is
appropriate when the main aim of the study is to picture out people’s awareness, knowledge,
attitude and/or behavior towards a certain phenomena (Mercado, 1994).
Due to time and financial constraints of the researcher, the study focused on Los
Baños. Los Baños, being DZLB’s hometown, is a first class municipality in the province of
Laguna, Philippines. Of the 14 barangays in Los Baños, three barangays with environmental
problems and concerns were selected. The three barangays that fit the criteria set by the
researcher are Anos, Bayog and Timugan. Each barangay has their own environmental
concerns. Flooding caused by improper waste management was the main environmental
concern in Anos. Bayog, on the other hand, is situated near the Laguna de Bay. Lastly – since
Los Baños maintains a dumpsite for its waste management program – Timugan, were the
dumpsite is situated was also chosen.
Systematic sampling was employed to select the study’s respondents from Anos,
Bayog and Timugan. The criteria used in choosing the respondents are as follows:
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• They had to be aged 18 or above; and
• They have been Los Baños residents for at least five years.
The researcher started getting respondents from the first household on the right side
of the barangay hall, continuing on every other household going to the right. The researcher
moved to the next household if the target household does not have respondents. On dead
ends, the researcher crossed the street and continued on the first house on the right side of
that street.
Before the actual data gathering, the researcher requested for a list of barangay
households from the municipality. According to the BIMS 2006 from the Municipal Planning
and Development Office (MPDO), Anos has a total of 1588 households, Timugan with 853
households and Bayog with 1747 households. Fifty respondents per barangay were selected
using the sampling per household method.
Data were gathered using the survey method. A self administered questionnaire
written in Filipino was used to gather the desired information for the study. It is divided into
four parts.
The first part is about information needs and preferences for an environmental
community radio program which includes the possible environmental topics and
characteristics of the program in terms of segments, format, duration, length, day and time of
airing, host(s) characteristics and segments. However, those who answered that there is no
need for an environmental program will not answer parts two and three were asked to
proceed to part four of the questionnaire. The second part gathered suggestions on
listenership and participatory techniques.
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The third part is about radio ownership and awareness of DZLB. The last part is about the
demographic and socio-economic characteristics of the respondents particularly on age, sex,
religion, civil status, household income, occupation and/or livelihood, and household size.
Questionnaires were pre-tested with 20 respondents from Brgy. Batong Malake from
July 22 to July 23, 2008. Pre-testing was done to ensure the comprehensibility of the
instrument. Brgy. Batong Malake was chosen because the characteristics of its residents are
similar with the intended respondents.
Filipinos are known for the tradition of having “siyesta” in the afternoon. Thus,
questionnaire distribution and collection were done only in the morning. Questionnaires were
given to household members with ages 18 and above and were collected before 12 noon.
Availability of a respondent in a household during the scheduled data gathering was
considered. If there was no respondent in a household, the researcher moved to the next
household. Two questionnaires were misplaced by two of the respondents so it was
immediately replaced by the researcher. Weekdays of the first three weeks of August served
as the actual data gathering period.
Data Analysis
Data analysis was done using descriptive statistics – frequency counts, averages and
percentages. Tables and graphs are used to present and summarize the results.
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CHAPTER 4
Age
All ages are well represented in this sample of survey respondents as they are mostly
well-distributed among all the different age categories (Figure 1). However, many of the
respondents (37%) are middle-aged (46-60 years old).
Sex
Likewise, there is a relatively even distribution between males (47%) and females
(53%) (Figure 2).
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Figure 2. Respondents’ distribution according to sex
Civil Status
Most of the respondents (62%) are married while twenty-five percent (25%) are
single (Figure 3). Only seven percent (7%) are separated and six percent (6%) are widowed.
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Figure 3. Respondents’ distribution according to civil status
Religion
More than three-fourths of the respondents are Roman Catholics (76%) (Figure 4).
The rest are distributed among other denominations: Born Again (9%), Christians (7%),
Iglesia ni Cristo (3%), Seventh Day Adventist (3%), Jehovah’s Witness (2%) and Pentecostal
(1%).
Educational Attainment
The respondents are mostly well-educated (Figure 5). They were mostly college
graduates (29%), college undergraduates (25%), or high school graduates (19%).
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Figure 5. Respondents’ distribution according to age educational attainment
Source of Income
Most of the respondents (72%) are employed (Figure 6). Many of those employed are
business owners (24%), private employees (15%), and public employees (12%) (Figure 7).
The rest are mostly blue-collar workers, such as tailors (4%) and agricultural workers (4%),
consisting of farmers and fishermen. Those unemployed (28%) are mostly retired (9%) or
are still students (8%) (Figure 8).
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Figure 6. Respondents’ distribution according to employment
32
Figure 8. Distribution of unemployed respondents
Majority of the respondents (36%) were part of the P 1,000-5,999 bracket followed
by the respondents belonging to P 6,000-10,999 bracket (23%) (Figure 9). These figures can
be attributed to Figure 7 were most of the employed respondents have their own business,
mostly sari-sari stores.
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Figure 9. Respondents’ distribution according to monthly household income
Household Size
The average household size was at least four members per family (59%) (Figure 10).
This shows that most of the respondents belong to big families.
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Environmental Information Needs and Programming Preferences
Almost all of the respondents (99%) answered that there is a need for an
environmental program on radio (Table 9). According to them, this type of radio program
will increase their awareness about recent issues on the environment and provide them with
updates on local environmental developments in their barangay.
However, the remaining one percent (1%) answered that there is no need for an
environmental radio program because according to them, there are other more important
issues that the government should give attention to.
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Note: Multiple responses. Percentage based on N=150
The respondents wished to hear about waste management (30%) in the proposed
program’s initial broadcasts (Table 1). According to them, it should be given utmost attention
since it is the first and foremost problem of the people. Also, some are still unaware of the
municipality’s waste management program. However, they emphasized that all the topics
enumerated in the questionnaire are important and are interrelated with each other.
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Table 1. Respondents’ environmental topic prioritization
Topic Frequency Percentage
Waste Management 45 30
Pollution 29 19
Cleanliness 24 16
Climate Change And Global Warming 16 11
Environmental Laws 9 6
Toxic and Hazardous Wastes 7 5
Local Environmental Issues 5 3
National Environmental Issues 5 3
Forest Conservation 3 2
Marine Resource Conservation 3 2
International Environmental Issues 1 1
(others) National Laws 1 1
Flooding 0 0
Wildlife Protection 0 0
Burning Of Garbage 0 0
Total 148 100
Many of the respondents wanted to hear the above topics through expert interviews
(61%) (Figure 12). Almost half (49%) also preferred man-in-the-street interviews. This
partiality to interviews indicates that they wish to learn about environmental issues by
hearing information from credible sources.
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Trivia (29%) were also a preferred segment.
Most of the respondents preferred the news format (57%), indicating that they prefer
timely information on environmental issues and concerns (Figure 13). Almost one-fourth also
prefer the commentary format (23%). This further indicates that they prefer that the
environmental issues be discussed in an in-depth manner. This corresponds with their
preference for interviews as this treatment involves elaboration and clarification of the
featured topic.
38
Figure 13. Respondents’ program format preference
Program Duration
39
Program Length
The respondents preferred that the program air for either one-hour (41%) or thirty-
minutes (39%) per broadcast (Figure 15).
Almost half (47%) of the respondents want the proposed environmental community
radio program to broadcast everyday (Figure 16). Many (37%) prefer it to air only once a
week, Saturday being the most preferred day for it to be broadcast with Sunday being the
second most preferred day of airing (Table 17). The weekend was also preferred by those
who wish to hear the program twice a week. Very few (5%) prefer to hear it thrice a week.
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Figure 16. Respondents’ preference regarding frequency and day of airing
Time of Airing
Almost half (48%) prefer that the program be aired during the morning (Figure 17),
with 7-8 a.m. being the preferred time slot (Figure 18). They reasoned that it is the best time
for radio listening since they can do it while preparing for work and their minds are still
fresh. For those who preferred it to be broadcast during the afternoon, the 1-2 or 2-3 timeslot
are indicated as the most preferred slots (Figure 19). Evening listeners prefer the 7-8 timeslot
the most (Figure 20).
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Figure 17. Respondents’ preference regarding time of airing
42
Figure 19. Respondents’ preferred afternoon time slots
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Program Host(s) and Characteristics
Most of the respondents (83%) wanted a pair of male and female hosts for variation
of opinions and a balanced representation of both genders (Figure 21). Only five percent
(5%) chose a male host, which for them represents authority and clarity of opinion.
Meanwhile, the respondents wanted a program host who is knowledgeable about the
topic (87%) (Table 2). Thirty-five percent (35%) of the respondents wanted a jolly host while
29% gave importance to voice quality. More than a quarter (27%) wanted a host who is
fluent in Filipino. Only nineteen percent (19%) wanted a serious host.
44
Suggested Participatory Techniques
Many of the respondents preferred to participate in the radio program through live
coverages in the barangay (45%), phone ins (41%), and the sending of comments and
suggestions (39%) (Figure 22). These results show that the respondents prefer active
participation during the program.
However, these results do not correspond with the previous results shown on
preferred program segments. Very few respondents prefer phone in (18%) and town visit
(1%) segments (Figure 12).
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Suggested Program Listenership Techniques
Many of the respondents suggested that the program be promoted through radio
announcements (56%), TV advertisements (51%), and posters (45%) (Figure 23). The results
show that the respondents have access to the tri-media.
Majority (89%) of the respondents own a radio (Figure 24). Eleven percent (11%) do
not own radio sets.
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Among those who own a radio set, more than half (52%) regularly listen to it. They
find it to be an interesting, informative pastime. Meanwhile, forty-four percent (44%) seldom
listen to their radio and four percent (4%) do not listen at all because of their busy schedule
and because they prefer to watch television.
DZLB Awareness
Most of the respondents (69%) know about DZLB, most of whom (72%) have
listened to its programs (Figure 25). Meanwhile, in those who are not aware of the station
(31%) are mostly (89%) willing to listen to its new programs while only a few (11%) are not
interested in listening because of their busy schedule and because they prefer listening to
other AM and FM stations.
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Willingness to listen - 89%
Not interested to listen - 11%
The respondents learned about DZLB’s revival mostly through interpersonal sources
(40%) or by tuning in to the radio and coming upon the station (38%) (Figure 23). The rest
simply reported that they found out because they are students or employees of UPLB or
because they are residents of Los Baños (21%).
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Figure 26. Source of information about DZLB
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CHAPTER 5
Summary
The study determined the profile and programming preferences of the Los Baños,
Laguna radio listeners for an environmental community radio program. Specifically, it: 1)
described the demographic and socio-economic profile of the intended listeners of an
environmental community radio program; 2) identified environmental information that they
wish to hear from the program; 3) identified the appropriate segments for such a community
radio program geared towards the Los Baños community; 4) determined the respondents
preferences in terms of format, duration, length, frequency, day and time of airing of the
program; 5) determined the characteristics that the respondents expect from the proposed
program’s host(s); and 6) enumerated the techniques/mechanisms that can be used to
encourage program listenership and participation among the intended audience.
Fifty respondents each from barangays Anos, Bayog and Timugan were selected.
Households were chosen through systematic sampling. All household members 18 years old
and above were selected as respondents as long as they have been Los Baños residents for 5
years or more. Data was gathered through a self-administered questionnaire. Also, the
availability of the respondents to answer the questionnaire during the data gathering period
was considered.
All ages are well represented in this sample of survey respondents as they are mostly
well-distributed among all the different age categories. Likewise, there is a relatively even
distribution between males (47%) and females (53%).
50
Most of the respondents (62%) are married. More than three-fourths of the respondents are
Roman Catholics (76%). The respondents are mostly well-educated with the majority being
college graduates (29%), college undergraduates (25%), or high school graduates (19%).
Most of the respondents are employed. Many of them are business owners (24%), private
employees (15%), and public employees (12%). The average household size is four
members (59%). Lastly, the average monthly household income of the respondents was P
1,000-5,999 (36%).
Almost all of the respondents (99%) indicated the need for an environmental
community radio program. They want to hear about the following environmental topics:
waste management (72%), pollution (70%), and maintenance of cleanliness (67%), forest
conservation (45%), and climate change and global warming (39%).
Many of the respondents wanted to hear the above topics through expert interviews
(61%) and man-in-the-street interviews (49%). This partiality to interviews indicates that
they wish to learn about environmental issues by hearing information from credible sources.
Radio features, a forum and trivia segments were also preferred by many. Most of the
respondents preferred that the program be presented through the news format (57%),
indicating that they preferred timely information on environmental issues and concerns.
Many (34%) of the respondents wanted the program to be regular. The respondents
preferred that the program air for either one-hour (41%) or thirty-minutes (39%) per
broadcast.
Almost half (47%) of the respondents wanted the proposed environmental community
radio program to broadcast everyday although many (37%) preferred it to air only once a
week, Saturday being the day most preferred it to broadcast. Almost half (48%) preferred
51
that the program be aired during the morning, with 7-8 a.m. being the preferred time slot so
they can listen while preparing for work.
Most of the respondents (83%) wanted a pair of male and female hosts for a balanced
representation of both genders. The respondents wanted a program host who is
knowledgeable about the topic (87%), jolly (35%), fluent in Filipino (27%), with a good
voice quality (29%).
Eighty-nine percent (89%) of the respondents own radio, in which more than half
(52%) regularly listen to radio. They find it an interesting and informative pastime. Those
who seldom listen to the radio (44%) and do not listen at all (4%) reasoned their busy
schedule and that they prefer watching television.
Most of the respondents (69%) are aware of DZLB and seventy-two percent (72%) of
those who are aware have listened to its programs. They discovered DZLB through
interpersonal sources (40%) and through radio (38%).
52
Conclusion
1. All ages and both sexes are well represented in the sample of survey respondents.
Most of the respondents are Roman Catholics, married, well-educated and employed.
More than one-third of the respondents belong to P 1,000-5,999 monthly income
bracket. The average household size is four members.
2. There is a need for a community radio program about the environment. The
respondents wanted a program that will give them knowledge regarding current
environmental issues in their community.
3. The respondents wanted a program consists of different segments that will make the
program interesting to the audience. Moreover, they prefer to hear environmental
information from credible sources who are directly involved in the issues.
4. They prefer broadcast topics that are timely, informative, and discussed in an in-depth
manner. Also, the respondents wanted that the program be aired in a morning timeslot
that does not conflict with their work.
5. The respondents preferred credible and lively experts to host the program.
6. They prefer active participation in the program. However, their program segment
preferences show otherwise. Moreover, the respondents have access to various types
of media that can be used to promote the program.
Recommendations
Based from the results of the study, the following are recommended for an
environmental community radio program:
DZLB should collaborate with institutions like the Department of Environment and
Natural Resources (DENR), School of Environmental Science and Management
(SESAM), Environment Research and Development Bureau (ERDB) and others to
gather experts that will be helpful in providing credible information.
The program should have a forum where environmentalists and experts can be invited
and listeners can phone in or send their questions, comments and suggestions.
53
Man-in-the street (MIS) interviews and trivias can be interspersed within the program
to lighten up the discussion. Moreover, a segment featuring successful stories and
environmental organizations should also be included in the program clock.
The program should be aired from 7 to 8 in the morning either regularly, from
Mondays to Sundays, or once a week, during Saturdays, if sustainability is an issue.
A combination of news and commentary formats can be designed to fit the audiences’
preferences. Since it will be a regular program, the topics can be subdivided into
specific topics.
The hosts should be a pair of male and female. Since the audience want credible
sources knowledgeable in the field, they can be experts in environmental science or
from an environmental institution (e.g. DENR secretary).
Since more than three-fourths are still not aware of the DZLB’s existence, extensive
promotion should be done. DZLB must utilize different types of media in promoting
the station’s programs. Although most of those who are unaware are willing to listen,
capturing and keeping their interest is still a challenge. Thus, the strategies should be
creative and appealing. It can be in a form of jingle played as a radio announcement, a
short video advertisement or posters placed in public places.
54
BIBLIOGRAPHY
Allard, M. (1997). On the air… the development community radio in Maslog, C. et al.
Communication for people power: an introduction to community
communication.UNESCO. Tambuli project. University of the Philippines Diliman.
Buado, E. (2004). Radyo Kalikasan on its 15th year. Retrieved March 26, 2008 from the
World Wide Web: http://www.freewebs.com/jkre48/esiweb/Article.Htm.
Cabading, A. C. (1997). Radio listenership patterns and program preferences of urban and
rural communities in Laguna. Unpublished undergraduate thesis, Institute of
Development Communication, UPLB.
Cardenas, M.L. & Patindol, S.L. (1993). The practitioner in the private sector. In A.G. Flor &
E.D. Gomez. Environmental communication: considerations in curriculum and
delivery systems development. (pp. 22) UPLB.
55
De Castro, G. V. (1996). Listenership study of Radio DZLB AM in Los Baños, Laguna.
Unpublished undergraduate thesis, Institute of Development Communication, UPLB.
Dela Cruz, R. (5 Sept.2007). Pollution costs Filipinos P 14B a year. Retrieved March 26,
2008 from the World Wide Web:
http://www.manilastandardtoday.com/?page=politics1
Florida Environment.Com. Unique partnership creates radio feature focused on the Florida
environment. Retrieved September 2, 2008 from the World Wide Web:
http://www.floridaenvironment.com/
Garolfoli, J. (2007). Environmental radio show hopes to flourish. Retrieved February 17,
2008 from the World Wide Web: http://sfgate.com/cgi-
bin/article.cgi?f=/c/a/2007/05/12/DDG0SPPFQ51.DTL
Gomez, E.D. et al (1973). A survey of the listenership of DZLB. UPLB. College, Laguna.
Haribon Foundation. The world’s most rapid and massive deforestation. Retrieved March 26,
2008 from the World Wide Web:
http://www.haribon.org.ph/index.php?q=node/view/126
Hart, John. Microsoft® Student 2008 [DVD]. Redmond, WA: Microsoft Corporation, 2007
Jamison, D. T. & McAnany, M. G. (1978). Radio for education and development. SAGE
56
publications. London.
New environmental radio program. Retrieved March 26, 2008 from the World Wide Web:
http://weblogs.baltimoresun.com/news/local/bay_environment/blog/2007/11/
new_environmental_radio_progra.html
Nuyles, C. P. (1979). Listening habits and program preferences of Radio DZLB listeners in
three selected barrios of Laguna. Unpublished undergraduate thesis, Department of
Development Communication, UPLB.
Pabale, M.E. et al (1964). DZLB listenership study after three months of operation. UPLB.
College Laguna.
Republic Act 6969. Retrieved February 17, 2008 from the World Wide Web:
http://www.pctc.gov.ph/initiatv/RepAct6969.htm.
Republic Act 9147. Retrieved March 26, 2008 from the World Wide Web:
http://www.pcsd.ph/Related%20Laws/republic_acts/ra9147.htm.
Tolba, M. K., El Kholy, O. A. et al. (1992). The world environment 1972-1992: two decades
of challenge. London: Chapman and Hall.
United Nations. International Action on Toxic Chemicals and Hazardous Wastes. Retrieved
February 13, 2008 from the World Wide Web:
http://www.un.org/ecosocdev/geninfo/sustdev/toxic.htm.
Wikipedia. Environmental communication. Retrieved February 13, 2008 from the World
Wide Web: http://en.wikipedia.org/wiki/Environmental_communication.
57
APPENDICES
58
APPENDIX A
59
Tables
60
Table 6. Respondents’ distribution according to religion
61
Table 8. Respondents’ distribution according to source of income
62
Table 9. Respondents’ distribution according to monthly household income
Yes 148 99
No 2 1
TOTAL 150 100
63
Table 12. Respondents’ environmental topic preference
64
Table 14. Respondents’ program format preference
65
Table 17. Respondents’ preference regarding frequency and day of airing
66
Table 18. Respondents’ preference regarding time of airing
67
Table 20. Respondents’ suggested listener participation techniques
68
Radio Ownership and DZLB Awareness
69
APPENDIX B
70
COLLEGE OF DEVELOPMENT COMMUNICATION
UNIVERSITY of the PHILIPPINES LOS BAÑOS
College, Laguna 4031, Philippines
Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356
Fax: (63) (049) 536–2429Email: mail@devcom.edu.ph or inquire@devcom.edu.ph
URL: http://www.devcom.edu.ph
Agosto , 2008
_________________________
_________________________
_________________________
Para sa Kinauukulan:
Kaugnay po nito, isa po kayo sa mga napili sa inyong barangay na maging bahagi ng
pananaliksik na ito. Nawa po ay maibahagi ninyo ang inyong kaalaman sa pamamagitan ng
pagsagot sa questionnaire na nakalakip dito. Umasa po kayong ang inyong mga isusulat dito
ay magiging kompidensyal at gagamitin lamang para sa mga layunin ng pananaliksik na ito.
Gumagalang,
Binigyang Pansin:
JULIENNE V. BARIUAN
Taga-payo
CLEOFE S. TORRES
Dekana
College of Development Communication
Questionnaire # ___
71
Panuto: Makikisagutan ang mga sumusunod na katanungan.
1.1 Bakit?
__________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
______
(Kung Hindi ang iyong kasagutan sa bilang 1, dumiretso sa bilang 14, pahina 6)
2. Anu-ano ang mga paksa tungkol sa kapaligiran ang nais mong talakayin sa radyo?
(Pumili at mag-tsek ng 5 paksa)
Polusyon (sa hangin, tubig, atbp.)
Pagsasa-ayos ng Basura
Pagsusunog ng Basura
Pagpapanatili ng Kalinisan
Pagbabago-bago ng Klima (Climate Change o Global Warming)
Pangangalaga sa Kagubatan
Pangangalaga sa mga Hayop
Pangangalaga sa Yamang – Dagat
Mga toxic at nakakalasong kemikal
Mga isyung lokal tungkol sa kapaligiran
Mga isyung pambansa tungkol sa kapaligiran
Mga isyung pang-internasyonal tungkol sa kapaligiran
Pagbaha
Mga batas panglokal para sa kalikasan
Iba pang isyu (Tukuyin)
____________________________________________________
72
Forum (talakayan ng eksperto at tagapakinig na pupunta sa istasyon sa oras ng
programa)
Phone-in (pag-uusap sa telepono ng eksperto at tagapakinig sa oras ng programa)
Iba pa (Tukuyin)
__________________________________________________________
7. Gaano kadalas mo nais marinig ang ganitong programa? (Sa ilalim ng iyong sagot ay
pumili rin kung anong araw mo nais itong mapakinggan)
Araw-araw (Lunes hanggang Linggo)
Isang beses sa isang linggo
Linggo
Lunes
Martes
Miyerkules
Huwebes
Biyernes
Sabado
Dalawang beses sa isang linggo
Lunes at Miyerkules
Lunes at Biyernes
Miyerkules at Biyernes
73
Martes at Huwebes
Sabado at Linggo
Tatlong beses sa isang linggo
Lunes, Miyerkules at Biyernes
Martes, Huwebes at Sabado
Miyerkules, Biyernes at Linggo
Huwebes, Sabado at Lunes
Biyernes, Linggo at Martes
Sabado, Lunes, at Miyerkules
Linggo, Martes at Huwebes
Iba pa (Tukuyin)
_________________________________________________
7-8 ng umaga
8-9 ng umaga
9-10 ng umaga
10-11 ng umaga
11-12 ng umaga
12-1 ng hapon
1-2 ng hapon
2-3 ng hapon
3-4 ng hapon
4-5 ng hapon
5-6 ng hapon
6-7 ng gabi
7-8 ng gabi
8-9 ng gabi
9-10 ng gabi
Iba pa (Tukuyin) ___________________________
74
9. Ilan at ano ang kasarian ang tagapagsalita (host) ng programa ang nais mo?
Isang Lalaki
Isang Babae
1 Lalaki at 1 Babae
2 Lalaki
2 Babae
3 Lalaki
3 Babae
2 Lalaki at 1 Babae
1 Lalaki at 2 Babae
Iba pa (Tukuyin)
__________________________________________________________
II. MGA MUNGKAHI (Para sa mga katanungang may kahon, lagyan ng tsek ang
kasagutang napili mo.)
11. Anong paraan ang iyong mai-mumungkahi upang magkaroon ng partisipasyon ang mga
makikinig sa programa? (Maaring magtsek ng higit sa isa o magbigay ng sariling mungkahi)
Ang tagapakinig ay magsusulat ng suhestiyon o komento sa isang papel, ipapadala sa
istasyon sa pamamagitan ng drop box at babasahin ito ng host sa oras ng programa
Ang tagapakinig ay magsusulat ng mga pagbati sa isang papel, ipapadala sa istasyon
sa pamamagitan ng drop box at babasahin ito ng host sa oras ng programa
Personal na pupunta ang mga tagapakinig upang ma-guest sa oras ng programa
Tatawag sa telepono ang tagapakinig upang magkomento o magtanong sa host sa oras
ng programa
Live coverage sa mga barangay
75
Iba pa (Tukuyin)
__________________________________________________________
12. Anong paraan ang iyong maimumungkahi upang makilala ng tao ang programa at
mahikayat makinig? (Maaring magtsek ng higit sa isa o magbigay ng sariling mungkahi)
Pag-aanunsiyo sa radyo
Paglalagay ng poster sa mga lugar na madalas puntahan ng tao
Pagmimigay ng leaflets o fliers sa mga naglalakad
Patalastas sa telebisyon
Pagroronda sa mga barangay at pag-aanunsiyo gamit ang megaphone
Pagbabahay-bahay
Iba pa (Tukuyin)
__________________________________________________________
13. Sa mga napili mong paksa tungkol sa kapaligiran sa bilang 2 sa ikalawang pahina, alin
dito ang nais mong unang mapakinggan?
________________________________________________
15.1 Bakit?
________________________________________________________________
___________________________________________________________________________
___
___________________________________________________________________________
___
76
16. Alam mo ba ang Radyo DZLB sa UPLB?
Oo
16.1 Nakapakinig ka na ba ng mga programa nito?
Oo
Hindi
Hindi
16.2 Nanaisin mo bang makinig sa mga programa nito?
Oo
Hindi
16.2.1 Bakit?
______________________________________________________
__________________________________________________________________
__________________________________________________________________
(Kung Hindi ang iyong kasagutan sa tanong sa bilang 16, dumiretso sa bilang 18)
77
Balo
Iba pa (Tukuyin)
_______________________________________________________
78
APPENDIX C
79
COLLEGE OF DEVELOPMENT COMMUNICATION
UNIVERSITY of the PHILIPPINES LOS BAÑOS
College, Laguna 4031, Philippines
Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356
Fax: (63) (049) 536–2429Email: mail@devcom.edu.ph or inquire@devcom.edu.ph
URL: http://www.devcom.edu.ph
Malugod ko pong ipinababatid sa inyo na ang Barangay Timugan ay isa sa mga napiling
barangay na maging bahagi ng pananaliksik na ito. Kaugnay po nito ay hinihiling ko po ang
inyong suporta upang maging matagumpay ang aking isasagawang pangangalap ng
impormasyon sa inyong mga nasasakupan.
Umasa po kayong ang lahat ng impormasyong aking makukuha ay gagamitin lamang para sa
mga layunin ng pananaliksik na ito. Maraming salamat po!
Lubos na gumagalang,
Binigyang Pansin:
JULIENNE V. BARIUAN
Taga-payo
CLEOFE S. TORRES
Dekana
College of Development Communication
80
COLLEGE OF DEVELOPMENT COMMUNICATION
UNIVERSITY of the PHILIPPINES LOS BAÑOS
College, Laguna 4031, Philippines
Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356
Fax: (63) (049) 536–2429Email: mail@devcom.edu.ph or inquire@devcom.edu.ph
URL: http://www.devcom.edu.ph
Malugod ko pong ipinababatid sa inyo na ang Barangay Timugan ay isa sa mga napiling
barangay na maging bahagi ng pananaliksik na ito. Kaugnay po nito ay hinihiling ko po ang
inyong suporta upang maging matagumpay ang aking isasagawang pangangalap ng
impormasyon sa inyong mga nasasakupan.
Umasa po kayong ang lahat ng impormasyong aking makukuha ay gagamitin lamang para sa
mga layunin ng pananaliksik na ito. Maraming salamat po!
Lubos na gumagalang,
Binigyang Pansin:
JULIENNE V. BARIUAN
Taga-payo
CLEOFE S. TORRES
Dekana
College of Development Communication
81
COLLEGE OF DEVELOPMENT COMMUNICATION
UNIVERSITY of the PHILIPPINES LOS BAÑOS
College, Laguna 4031, Philippines
Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356
Fax: (63) (049) 536–2429Email: mail@devcom.edu.ph or inquire@devcom.edu.ph
URL: http://www.devcom.edu.ph
Malugod ko pong ipinababatid sa inyo na ang Barangay Timugan ay isa sa mga napiling
barangay na maging bahagi ng pananaliksik na ito. Kaugnay po nito ay hinihiling ko po ang
inyong suporta upang maging matagumpay ang aking isasagawang pangangalap ng
impormasyon sa inyong mga nasasakupan.
Umasa po kayong ang lahat ng impormasyong aking makukuha ay gagamitin lamang para sa
mga layunin ng pananaliksik na ito. Maraming salamat po!
Lubos na gumagalang,
Binigyang Pansin:
JULIENNE V. BARIUAN
Taga-payo
CLEOFE S. TORRES
Dekana
College of Development Communication
82
APPENDIX D
83