DHC2112: CHAPTER 4

Audience analysis focuses on ________ factors.

• Psychographic

• Demographic

"These items encourage respondents to elaborate on their opinions without forcing them to answer in a predetermined way". This statement is referring to

• Close-ended questions

• Open-ended questions

How many methods are there to gather audience data?

• 4

• 5

______ can be classified into occupation, background, economic position, social standing, education, intelligence and place of residence.

• Demographic

• Group

How many steps are there to make analysis on the audience?

• 4

• 3

• 2

If you can't get information in any other way, you will have to make educated guesses based on such _______ information.

• Direct

• Indirect

"This method gives the respondent several alternative answers from which to choose". This statement is referring to

• Open-ended questions

• Multiple-response items

If you are familiar with members of your audience, you can get much of the information about them through _______ observation.

• Formal

• Informal

How many steps are there to manage audience with different racial, ethnic and cultural background?

• 2

• 3

• 4

A survey is a questionnaire designed to gather information indirectly from people.

• True

• False