{"id":713,"date":"2015-02-20T18:34:43","date_gmt":"2015-02-20T18:34:43","guid":{"rendered":"https:\/\/courses.candelalearning.com\/publicspeaking1xmaster\/?post_type=chapter&#038;p=713"},"modified":"2015-03-03T19:51:31","modified_gmt":"2015-03-03T19:51:31","slug":"chapter-5-objectives-and-outline","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-ccc-spch-1080-1\/chapter\/chapter-5-objectives-and-outline\/","title":{"raw":"Audience Analysis: Objectives and Outline","rendered":"Audience Analysis: Objectives and Outline"},"content":{"raw":"<div class=\"bcc-box bcc-highlight\">\r\n<h1>Chapter 5:\u00a0Audience Analysis<\/h1>\r\n<\/div>\r\n<div class=\"page\" title=\"Page 1\">\r\n<div class=\"layoutArea\">\r\n<div class=\"column\">\r\n\r\nBy Lisa Schreiber, Ph.D. and Morgan Hartranft\r\n\r\nMillersville University, Millersville, PA\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n&nbsp;\r\n<div class=\"bcc-box bcc-highlight\">\r\n<h3>LEARNING OBJECTIVES<\/h3>\r\nAfter reading this chapter, you should be able to:\r\n<ul>\r\n\t<li>List techniques for analyzing a specific target \u2028audience.<\/li>\r\n\t<li>Explain audience analysis \u2028by direct observation.<\/li>\r\n\t<li>Describe audience analysis \u2028by inference.<\/li>\r\n\t<li>Identify the purpose of a \u2028basic questionnaire.<\/li>\r\n\t<li>Recognize and apply data \u2028sampling.<\/li>\r\n\t<li>Determine when to use a \u2028Likert-type test.<\/li>\r\n\t<li>Define the five categories \u2028of audience analysis.<\/li>\r\n\t<li>Summarize the purpose of the situational analysis.<\/li>\r\n\t<li>Explain audience analysis by demography.<\/li>\r\n\t<li>Recognize the difference between beliefs, attitudes and values.<\/li>\r\n\t<li>Identify reasons for sampling a multicultural audience.<\/li>\r\n\t<li>Apply the chapter concepts in final questions and activities.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<h3><\/h3>\r\n<h3>Chapter Outline<\/h3>\r\n<ul>\r\n\t<li><strong>Introduction<\/strong><\/li>\r\n\t<li><strong>Approaches to Audience Analysis<\/strong>\r\n<ul>\r\n\t<li>Direct Observation<\/li>\r\n\t<li>Inference<\/li>\r\n\t<li>Sampling<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li><strong>Models of Communication<\/strong>\r\n<ul>\r\n\t<li>Linear<\/li>\r\n\t<li>Transactional<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li><b>Categories of Audience Analysis<\/b>\r\n<ul>\r\n\t<li>Situational Analysis<\/li>\r\n\t<li>Demographic Analysis<\/li>\r\n\t<li>Psychological Analysis<\/li>\r\n\t<li>Multicultural Analysis<\/li>\r\n\t<li>Interest and Knowledge Analysis<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li><strong>Conclusion<\/strong><\/li>\r\n\t<li><strong>Review Questions and Activities<\/strong><\/li>\r\n\t<li><strong>Glossary<\/strong><\/li>\r\n\t<li><strong>References<\/strong><\/li>\r\n<\/ul>","rendered":"<div class=\"bcc-box bcc-highlight\">\n<h1>Chapter 5:\u00a0Audience Analysis<\/h1>\n<\/div>\n<div class=\"page\" title=\"Page 1\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>By Lisa Schreiber, Ph.D. and Morgan Hartranft<\/p>\n<p>Millersville University, Millersville, PA<\/p>\n<\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"bcc-box bcc-highlight\">\n<h3>LEARNING OBJECTIVES<\/h3>\n<p>After reading this chapter, you should be able to:<\/p>\n<ul>\n<li>List techniques for analyzing a specific target \u2028audience.<\/li>\n<li>Explain audience analysis \u2028by direct observation.<\/li>\n<li>Describe audience analysis \u2028by inference.<\/li>\n<li>Identify the purpose of a \u2028basic questionnaire.<\/li>\n<li>Recognize and apply data \u2028sampling.<\/li>\n<li>Determine when to use a \u2028Likert-type test.<\/li>\n<li>Define the five categories \u2028of audience analysis.<\/li>\n<li>Summarize the purpose of the situational analysis.<\/li>\n<li>Explain audience analysis by demography.<\/li>\n<li>Recognize the difference between beliefs, attitudes and values.<\/li>\n<li>Identify reasons for sampling a multicultural audience.<\/li>\n<li>Apply the chapter concepts in final questions and activities.<\/li>\n<\/ul>\n<\/div>\n<h3><\/h3>\n<h3>Chapter Outline<\/h3>\n<ul>\n<li><strong>Introduction<\/strong><\/li>\n<li><strong>Approaches to Audience Analysis<\/strong>\n<ul>\n<li>Direct Observation<\/li>\n<li>Inference<\/li>\n<li>Sampling<\/li>\n<\/ul>\n<\/li>\n<li><strong>Models of Communication<\/strong>\n<ul>\n<li>Linear<\/li>\n<li>Transactional<\/li>\n<\/ul>\n<\/li>\n<li><b>Categories of Audience Analysis<\/b>\n<ul>\n<li>Situational Analysis<\/li>\n<li>Demographic Analysis<\/li>\n<li>Psychological Analysis<\/li>\n<li>Multicultural Analysis<\/li>\n<li>Interest and Knowledge Analysis<\/li>\n<\/ul>\n<\/li>\n<li><strong>Conclusion<\/strong><\/li>\n<li><strong>Review Questions and Activities<\/strong><\/li>\n<li><strong>Glossary<\/strong><\/li>\n<li><strong>References<\/strong><\/li>\n<\/ul>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-713\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Chapter 5 Objectives and Outline. <strong>Authored by<\/strong>: Peter DeCaro, Ph.D., Tyrone Adams, Ph.D., and Bonnie Jefferis, Ph.D.. <strong>Provided by<\/strong>: University of Alaska - Fairbanks, University of Louisiana - Lafayette, and St. Petersburg College. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/publicspeakingproject.org\/psvirtualtext.html\">http:\/\/publicspeakingproject.org\/psvirtualtext.html<\/a>. <strong>Project<\/strong>: The Public Speaking Project. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-nd\/4.0\/\">CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives <\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t 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