The document provides guidance on designing a questionnaire to survey target audiences about their music video consumption habits. It recommends including a variety of question types, such as open-ended, closed-ended, and scaled questions. It also suggests defining demographic categories like age ranges, gender, social class, and lifestyle profiles to precisely identify the target audience. Sample questionnaire questions are given relating to music preferences, consumption behaviors, and devices used to access music.

1. Design a questionnaire for your target
audience

3.  Design a questionnaire of your target
audience’s music video consumption- survey
your class mates !
 Can put the results into a bar chart from
Excel
 Place information on your blog

4.  Questions-
 Open-examples are?
What/Why/When/How/Who
 Closed
 Focus group
 Can use order of preference from a list of
given answers
 Use a sliding scale between opposing words
to indicate where on the scale their opinion
comes

5.  Age for example
 Kids 5-11 and mums
 - Tween 11-14
 - Teen 13-16
 - 17-21
 - 18-24 and 18-34
 - 25-54
 - 54+
 These age ranges are important. A movie that entertains a 5 year
old is not going to appeal to a 14 year old. The more precisely
you’ve defined your audience, the better chance you have of
creating a movie they want to see. The 18-24 and 18-34 range
makes up the largest movie-going segment, the core of big
audiences and stiff competition
 Gender
 Social class

6.  1. Tribe wired Digital, free-spirited, creative young singles
 2. Fun/Atics - Aspirational, fun-seeking, active young people
 3. Dynamic Duos -Hard-driving, high-involvement couples
 4. Priority Parents - Family values, activities, media strongly
dominate
 5. Home Soldiers- Home-centric, family-oriented, materially
ambitious
 6. Renaissance Women -Active, caring, afflue nt, influential
mums
 7. Rugged Traditionalists- Traditional male values, love of
outdoors
 8. Struggling Singles - High aspirations, low economic status
 9. Settled elders- Devout, older, sedentary lifestyles
 10. Free Birds- Vital, active, altruistic seniors

7.  Mainstreamers
 Make up 40% of the population. They like
security, and
 belonging to a group.
 Aspirers
 Want status and the esteem of others. Like status
symbols,
 designer labels etc. Li ve off credit and cash.
 Succeeders
 People who have already got status and control.
 Reformers
 Define themselves by their self-esteem and self-
fulfilment.

8.  Appropriate title
 Brief intro
 Begin with straightforward closed questions-
age/gender/occupation
can include Other or Don’t know box
Have some questions which are more in depth
eg What three words best describe your feelings
about *******

9.  What genre music are you
 into at the moment and give choices
 How often do you watch music channels
 What appeals to you mostly in music videos
 Which music channel do you watch most at the
moment?
 Do you illegally download?
 If not how do you consume music?
 Which form of music do you prefer to listen to
music on? Give options-
tv/ipod/pc/internet/radio/iphone

10.  Did it use listing? Eg music channel? Radio
stations, genres of music
 Are there interesting open questions you
could answer in time given?
 Did the closed questions give you an option
for Other?
 Did it use scales- 1 to 5
 Did you classify time units- eg listening- (1-
2 hrs per week, 2-3 hrs etc)