AUDIENCE RESEARCH DESIGN

What is the primary purpose of audience research?

• To create advertisements

• To understand audience behaviours, preferences, and motivations

• To increase social media engagement

• To improve website design

Which of the following is NOT a common type of interview in audience research?

• Structured interview

• Semi-structured interview

• Unstructured interview

• Predictive interview

What is a semi-structured interview?

• A conversation with no predetermined questions

• An interview following a strict set of pre-written questions

• An interview with a mix of structured questions and open-ended discussions

• A survey conducted via email

What is the primary purpose of a survey in audience research?

• To collect standardised data from a large sample

• To have in-depth, one-on-one discussions

• To test a hypothesis in a laboratory setting

• To observe participants in their natural environment

What is sampling in research?

• The process of selecting a subset of a population for study

• The act of collecting every possible response in a population

• A method for testing new products before launching

• The process of creating interview questions

Which of the following best describes qualitative research?

• Research focused on numerical data and statistical analysis

• Research that prioritises depth, context, and subjective experiences

• Research that only uses surveys

• Research that excludes human participants

What is the key characteristic of quantitative research?

• It involves open-ended discussions

• It focuses on measuring variables and analysing numerical data

• It does not require a hypothesis

• It is only used in laboratory experiments

What is the main difference between a research question and an interview question?

• Research questions are broader and guide the study, while interview questions elicit specific responses from participants

• Research questions are only used in qualitative research, while interview questions are used in quantitative research

• Interview questions focus on theory, while research questions are always practical

• Research questions are written informally, while interview questions are highly structured

Why do researchers use focus groups?

• To generate discussion and observe group interactions and dynamics

• To gather detailed individual perspectives

• To replace quantitative research methods

• To reduce research costs

Which of the following is an example of a semi-structured interview question?

• “On a scale of 1-5, how satisfied are you with this product?”

• “What is your age?”

• “Tell me about your experience using this product. How does it compare to others you’ve used?”

• “Would you recommend this product to a friend?”