primary audience research

1. Last lesson you conducted to research into your
audience. This was secondary research.
What do you think Primary Research is and can
you think of any examples?

2. Know – The differences between open and closed
questions.
Know – The difference between and qualitative
and quantitative data.
Understand – How to structure a questionnaire for
coursework.
Do – Create your questionnaire applying you
knowledge and understanding.

3. Open & Closed Questions
• Open-ended questions are ones that require more than one word
answers. The answers could come in the form of a list, a few
sentences or something longer such as a speech, paragraph or essay.
• Closed questions are questions that require simple yes or no answers.
What type of question is this?
Is four plus four equal to eight?

4. Open & Closed Activity
• Sort the questions into those that are open and those that are closed.
• Extension – write one open and one closed question.

5. Qualitative & Quantitative Data
Quantitative
• Deals with numbers.
• Data which can be measured.
• Length, height, area, volume,
weight, speed, time,
temperature, humidity, sound
levels, cost, members, ages,
etc.
• Quantitative → Quantity
Qualitative
• Deals with descriptions.
• Data can be observed but not
measured.
• Colours, textures, smells,
tastes, appearance, beauty,
etc.
• Qualitative → Quality

6. Qualitative & Quantitative Data Activity
Separate the information below into qualitative and quantitative
data.
The can is red with a white stripe, it is 11cm tall. The
appearance of the drink is dark in colour and is best
served at 3 degrees celsius. The taste is unique and
has a distinct smell. Each can has 330mls of fluid. A
can costs 70p.

7. Student Questionnaire Example – Good but too many Quantitative questions.

8. Create your own questionnaire
• Your questionnaire should focus on what people want to see and
what appeals to them.
• Your questions should require answers to be detailed, for example:
What aspects of this film opening are interesting?
• Try to include both qualitative and quantitative questions and open
and closed questions.
• You will show your audience an example magazine or opening
alongside the questionnaire to give them something to focus their
answers on.

9. Hot Seat
• On the computer screen you should display:
• The questions
• The magazine or film that relates to the questions
• PhotoBooth
• You are going to ‘hot seat’ around the room answering each others
questionnaires as video responses. You have 4 minutes to answer 1
questionnaire and you answer 5 overall.
• Home Learning – Print 5 more questionnaires and have them
completed by hand.

10. Mastermind
Specialist area –
Primary Audience
Research