The radio station claims that its new format is popular with listeners because more than three-quarters of the listeners who call in requests to the station say they are pleased with the format.
Conclusion
It's not very convincing to say that the new radio format is popular just because more than 3/4 of the listeners who call in requests say they're pleased.
Evidence
This would be as un-convincing as determining whether Candidate X is popular by asking only people who are already planning to vote for X.
Evaluate
The author is pointing out how quizzing people who listen to the radio station is a sampling error. By definition, if they're still listening to the radio station, they must approve of the new format.
Similarly (by analogy), if you only asked supporters of a certain candidate whether they approve of that candidate, you would get a really high percentage of people saying they support that candidate.
Goal
Look for an answer saying the author uses an analogy about political candidates to point out the sampling error with radio listeners.