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Audience research

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Wayne O'Brien
Education
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Audience research
Why do audience research? To test ideas To gather evidence for decision-making To advance our knowledge
How to do audience research? Quantitative v Qualitative Numbers v Opinions Reliability Validity
Research methods Questionnaire Open / closed questions Response rate & validity Focus group Group v individual response Reliability and validity Interview Structured / semi-structured / unstructured Observation Participant observation Non-participant observation

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Audience research

  • 2. Why do audience research? To test ideas To gather evidence for decision-making To advance our knowledge
  • 3. How to do audience research? Quantitative v Qualitative Numbers v Opinions Reliability Validity
  • 4. Research methods Questionnaire Open / closed questions Response rate & validity Focus group Group v individual response Reliability and validity Interview Structured / semi-structured / unstructured Observation Participant observation Non-participant observation