Report on a Group Research ProjectIntroductionIn the information age, people have an increasing number of options for accessing media for the purposes of entertainment and information. Yet radio remains one of the most accessible and profitable conventional media, especially for people with limited financial resources such as university students. However, according to the quick observation of the researchers of this project, radio listening habits and their effects on university students have not been sufficiently studied. Therefore, this research project attempts to examine both the radio listening habits and music acquisition behaviors of students at the University of Stirling and, where possible, identify the correlation between the two sets of behavioral models. The research results provide fairly clear models of radio listening and music acquisition behaviors with defined correlations between them. As an empirical research task of the Media Research Methods course, another goal of this project is to value and test the fundamental research techniques that researchers have learned in the classroom in order to pave the way for their future research academics. Therefore, the last section of this report is dedicated to reflections on the project from different perspectives. Methodology =========== The research was conducted as a series of individual questionnaire-guided surveys. interviews with University of Stirling students on campus and in student residences. The planned sample size is 100 people with a balanced gender composition. Considering the cultural proximity factor... middle of paper ...... listening to the radio is the most predominant form of media exposure among students of British origin at the University of Stirling in due to its great accessibility. Radio One stands out as the most popular station among Stirling students, and also enjoys the highest level of listener loyalty. Local stations have lower levels of listener loyalty. BBC Scotland has a small but loyal audience thanks to its good sports programmes. Radio has established its presence as a music and entertainment medium, but has failed to identify itself as a major information and advertising medium among students at the University of Stirling. The predominant means of music acquisition among Stirling students is through the purchase of CDs from music stores. Radio demonstrates strongest influence on Stirling students' music purchasing decisions.