Audience Analysis: Objectives and Outline

Chapter 5: Audience Analysis

By Lisa Schreiber, Ph.D. and Morgan Hartranft

Millersville University, Millersville, PA



After reading this chapter, you should be able to:

  • List techniques for analyzing a specific target 
  • Explain audience analysis 
by direct observation.
  • Describe audience analysis 
by inference.
  • Identify the purpose of a 
basic questionnaire.
  • Recognize and apply data 
  • Determine when to use a 
Likert-type test.
  • Define the five categories 
of audience analysis.
  • Summarize the purpose of the situational analysis.
  • Explain audience analysis by demography.
  • Recognize the difference between beliefs, attitudes and values.
  • Identify reasons for sampling a multicultural audience.
  • Apply the chapter concepts in final questions and activities.

Chapter Outline

  • Introduction
  • Approaches to Audience Analysis
    • Direct Observation
    • Inference
    • Sampling
  • Models of Communication
    • Linear
    • Transactional
  • Categories of Audience Analysis
    • Situational Analysis
    • Demographic Analysis
    • Psychological Analysis
    • Multicultural Analysis
    • Interest and Knowledge Analysis
  • Conclusion
  • Review Questions and Activities
  • Glossary
  • References