Research in broadcasting has increased substantially and can be used to aid in a variety of broadcast-related decisions. This paper focuses on audience analysis, an area of knowledge necessary for deciding analysis, an area of knowledge necessary for deciding special-program content, format changes, and aspects of news programming. Topics discussed are methods of data collection, such as ratings and consultants; costs, especially for small-market stations; alternatives to expensive quality research; and suggestions for informal research--community ascertainment, theme contests, suggestion contests, station tours, telephone surveys, and responses requested by announcers and disc jockeys. The paper concludes that, until expenses for sophisticated data analysis decrease, small-market stations should use alternatives in obtaining audience-related information. (JM)