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+ Piloting questionnaire is an essential procedure before
  releasing as it can help avoiding misunderstandings of
  questions and options

+ My interviewees in the past always
   misunderstood my questions and
   constantly ask me to clarify the
   meaning of questions.

+ Sometimes when I verbally asked them a similar
  question again, they answers turned out to be different
  from the initial written answer from the questionnaire.
+ Arrangement
  - questions weren’t arranged in order
  (improper sequence)
  e.g.
  1. Male / female?
  2. Fast paced / slow paced?
  3. Child / Adult?

+ Grammar
  - slight different in grammar causes big difference in opinions

+ Ignorance of other aspects
  - questions were sometimes unrelated to the topic
  - questions did not make sense
  - lack of important questions about audience’s real thoughts
+ Yes/no


+ This is an effective question as it tells
  audience’s preference or expectations of a
  horror movie.
+ Supernatural / human


+ This is a useless question
+ If there are more people choosing human as
  the villain, we’ll have to change the whole
  initial idea
+ Fast / slow paced


+ This is a useful question
+ It allows us to produce a trailer that can best
  fit into audience’s expectation and emotions
  towards horror film
+ Thrilling / suspense

+ This is a useful question
+ Again it tells us the taste of audience
+ Some audience may enjoy the enigma created in the trailer
  as it enables them to build up interest and get surprised
  when they watch the film
+ Some other audience may want to preview the effects
  created and decide if those can attract them to watch the
  film
+ 1 / 1-3 / 3 or above


+ This is not an effective as well as unclear question
+ If audience chose 1, it would be impossible and
  also completely far off from our initial ideas
+ Audience who wants to choose 3 may be
  confused if they should choose ‘1-3’ or ‘3 or
  above’ as they are pretty much the same
+ Male / female

+ This is a useful question
+ Personal identity
+ Gender of character is essential as it brings audience
  into film
+ It also affects their emotions when watching the film in
  terms of what gender they perceive themselves
+ E.g. male – audience may feel braver and powerful
  female – audience may feel inferior/insecure
+ Red & black / white & blue / others: ________


                + This is an effective question

                + Colour scheme indicates the
                  subgenre and content which may
                  attract audience that are
                  particularly interested in our
                  theme
                + E.g. red – blood – slasher
                + E.g. white – unknown -
                  supernatural
+ Yes / no


+ This is a useful question
+ Audience may be attracted by design that is
  clean and instantly show them the main
  content instead of having too much extras
  that might drag their attention away
+ Protagonist / antagonist


+ This is a useful question
+ Character type on cover immediately connotes
  genre and their facial expressions/appearances
  are the key features to audience’s impression and
  interest
+ However, I think I can add another option: BOTH
  as audience may want to know both characters
+ Top / bottom


+ This is not an effective question
+ Too vague, interviewees may not be sure
  which text (film name/tagline…etc) and which
  part at the top or bottom
+ Red & black / white & blue / others: ________


+ It indicates audience’s interest in picking
  magazine
+ They tend to pick up magazine according to
  colours that attract them
+ Yes / no


+ This question is useful
+ Some audience may be confused by too many
  texts or contents shown on front page but to
  know instantly the main story

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Pilot questionnaire

  • 1.
  • 2. + Piloting questionnaire is an essential procedure before releasing as it can help avoiding misunderstandings of questions and options + My interviewees in the past always misunderstood my questions and constantly ask me to clarify the meaning of questions. + Sometimes when I verbally asked them a similar question again, they answers turned out to be different from the initial written answer from the questionnaire.
  • 3. + Arrangement - questions weren’t arranged in order (improper sequence) e.g. 1. Male / female? 2. Fast paced / slow paced? 3. Child / Adult? + Grammar - slight different in grammar causes big difference in opinions + Ignorance of other aspects - questions were sometimes unrelated to the topic - questions did not make sense - lack of important questions about audience’s real thoughts
  • 4.
  • 5. + Yes/no + This is an effective question as it tells audience’s preference or expectations of a horror movie.
  • 6. + Supernatural / human + This is a useless question + If there are more people choosing human as the villain, we’ll have to change the whole initial idea
  • 7. + Fast / slow paced + This is a useful question + It allows us to produce a trailer that can best fit into audience’s expectation and emotions towards horror film
  • 8. + Thrilling / suspense + This is a useful question + Again it tells us the taste of audience + Some audience may enjoy the enigma created in the trailer as it enables them to build up interest and get surprised when they watch the film + Some other audience may want to preview the effects created and decide if those can attract them to watch the film
  • 9. + 1 / 1-3 / 3 or above + This is not an effective as well as unclear question + If audience chose 1, it would be impossible and also completely far off from our initial ideas + Audience who wants to choose 3 may be confused if they should choose ‘1-3’ or ‘3 or above’ as they are pretty much the same
  • 10. + Male / female + This is a useful question + Personal identity + Gender of character is essential as it brings audience into film + It also affects their emotions when watching the film in terms of what gender they perceive themselves + E.g. male – audience may feel braver and powerful female – audience may feel inferior/insecure
  • 11.
  • 12. + Red & black / white & blue / others: ________ + This is an effective question + Colour scheme indicates the subgenre and content which may attract audience that are particularly interested in our theme + E.g. red – blood – slasher + E.g. white – unknown - supernatural
  • 13. + Yes / no + This is a useful question + Audience may be attracted by design that is clean and instantly show them the main content instead of having too much extras that might drag their attention away
  • 14. + Protagonist / antagonist + This is a useful question + Character type on cover immediately connotes genre and their facial expressions/appearances are the key features to audience’s impression and interest + However, I think I can add another option: BOTH as audience may want to know both characters
  • 15. + Top / bottom + This is not an effective question + Too vague, interviewees may not be sure which text (film name/tagline…etc) and which part at the top or bottom
  • 16.
  • 17. + Red & black / white & blue / others: ________ + It indicates audience’s interest in picking magazine + They tend to pick up magazine according to colours that attract them
  • 18. + Yes / no + This question is useful + Some audience may be confused by too many texts or contents shown on front page but to know instantly the main story