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1. Audience analysis is the process of gathering and analyzing information about listeners
with the aim of preparing your speech in ways that will be meaningful to them.
A) True
B) False
2. Being audience-centered means compromising your own convictions and catering to your
audience.
A) True
B) False
3. Beliefs are our general evaluations of people, ideas, objects, or events.
A) True
B) False
4. People’s most enduring judgments about what is good and bad in life are called attitudes.
A) True
B) False
5. Attitudes and beliefs are shaped by values.
A) True
B) False
6. Often it takes just a few fixed-alternative and open-ended questions to draw a fairly clear
picture of audience members’ backgrounds, attitudes, and demographics.
A) True
B) False
7. Scale questions are also called sliding scales.
A) True
B) False
8. Audience members tend to evaluate information from the speaker’s point of view.
A) True
B) False
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9. Listeners have a natural desire to identify with the speaker and feel he or she shares their
perceptions.
A) True
B) False
10. Demographics are the psychological characteristics of a given population.
A) True
B) False
11. Gender is a demographic characteristic.
A) True
B) False
12. Audience segmentation is used to identify target audiences.
A) True
B) False
13. The youngest generation today is called Generation Y, or millennials.
A) True
B) False
14. Baby Boomers are known for being technically savvy, optimistic, self-confident,
educated, appreciative of diversity, entrepreneurial, and respectful of elders.
A) True
B) False
15. Attempting to determine your listeners’ ethnic and cultural composition is unethical
because it involves stereotyping.
A) True
B) False
16. The term co-culture refers to a social community whose values and style of
communicating may or may not mesh with one’s own.
A) True
B) False
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17. Socioeconomic status includes income, occupation, and education.
A) True
B) False
18. Generally, people with higher levels of education tend to be less willing to change their
minds. A) True
B) False
19. Speakers should be more careful to stay within their speaking time limit with a captive
audience.
A) True
B) False
20. Speakers can assume that certain values are universally aspired to.
A) True
B) False
21. Thinking of females as nurturers and caregivers is an example of a gender stereotype.
A) True
B) False
22. Making assumptions about your audience based on their gender can help you maintain
an audience-centered approach.
A) True
B) False
23. Keeping persons with disabilities in mind involves consideration of the psychographic
factors of an audience.
A) True
B) False
24. The cultural patterns of behavior identified by Hofstede are called value dimensions.
A) True
B) False
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25. Surveys of several Asian societies showed people value democracy and equal
opportunity above all other values.
A) True
B) False
26. Collectivist cultures view personal identity, needs, and desires as secondary to those of
the larger group.
A) True
B) False
27. Uncertainty avoidance refers to the extent to which people in a particular culture feel
threatened by ambiguity.
A) True
B) False
28. Cultures with high levels of power distance place greater value on social equality.
A) True
B) False
29. In Hofstede’s analysis, traditional masculine traits include ambition and assertiveness.
A) True
B) False
30. In Hofstede’s analysis, the dominant values in the United States rank higher in
masculinity than in femininity.
A) True
B) False
31. According to Hofstede, China ranks high in long-term time orientation.
A) True
B) False
32. Cultures that value respect for tradition, preservation of face, and fulfillment of social
obligations tend to view time orientation through a short-term point of view.
A) True
B) False
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33. According to Hofstede, value dimensions reflect a country’s dominant culture, not the
entire culture.
A) True
B) False
34. Cross-cultural surveys can help determine how cultures might view specific issues.
A) True
B) False
35. To be most accurate and valuable, audience analysis interviews should be conducted
one-on-one and in person.
A) True
B) False
36. Surveys offer a more efficient means of gathering information from a pool of people
than do interviews.
A) True
B) False
37. Fixed alternative questions measure the respondent’s level of agreement or disagreement
with specific issues.
A) True
B) False
38. Published sources can help you conduct audience analysis on your particular audience.
A) True
B) False
39. The physical setting in which a speech occurs can have a significant impact on the
outcome of a speech, but the size of the audience does not make much of a difference.
A) True
B) False
40. The larger your audience, the more likely you are to interact with them.
A) True
B) False
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41. It is the speaker’s prerogative to speak as long or short as he or she likes.
A) True
B) False
42. Abandoning your convictions to appeal to the audience is known as
A) being audience-centered.
B) pandering.
C) captivating the audience.
D) analyzing the audience.
43. Values are our
A) conceptions of what is true and false.
B) predispositions to respond to things in evaluative ways.
C) perceptions of reality.
D) most enduring judgments about what is good and bad in life.
44. How long should a typical toast be?
A) 1–2 minutes
B) 3–5 minutes
C) 5–10 minutes
D) 15–20 minutes
45. Which of the following techniques can a speaker use when listeners are negatively
disposed toward his or her topic?
A) Directly challenge listeners’ attitudes.
B) Deemphasize efforts to build rapport and speaker credibility.
C) Give good reasons for developing a positive attitude toward the topic.
D) Tell stories with vivid language that reinforces listeners’ attitudes.
46. Which of the following techniques can help create a sense of audience identification with
the speaker?
A) mentioning you know a famous person the audience members admire
B) complimenting the audience
C) dressing like the audience
D) admitting your differences
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47. Which of the following would not be considered a demographic characteristic?
A) gender
B) ethnic or cultural background
C) self-esteem
D) religious affiliation
48. Attitudes, beliefs, and values are components of
A) psychographics.
B) demographics.
C) personality.
D) identity.
49. Socioeconomic status includes
A) gender, occupation, and religion.
B) ethnicity, education, and occupation.
C) income, occupation, and education.
D) education, gender, and ethnicity.
50. According to Geert Hofstede, which cultures structure life more rigidly and formally for
their members?
A) low-uncertainty avoidance cultures
B) high-uncertainty avoidance cultures
C) low-power distance cultures
D) high-masculinity cultures
51. Collectivist cultures would generally consider which of the following to be most
important?
A) personal choices
B) parents’ wishes
C) individual achievement
D) career advancement
52. One type of tool a speaker can use to analyze an audience is
A) an interview.
B) an outline.
C) psychographic analysis.
D) a show of hands.
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53. If you ask survey respondents to respond to questions with a limited choice of answers,
such as “Yes” or “No,” you are asking what type of question?
A) unstructured
B) fixed-alternative
C) scale
D) open-ended
54. In an interview, what types of questions are particularly useful for probing beliefs and
opinions?
A) closed-ended
B) fixed alternative
C) scale
D) open-ended
55. Which types of question on a survey may be either fixed alternative or scale questions?
A) open-ended
B) closed-ended
C) analytical
D) potential
56. Characteristics of the speech setting include the
A) size of the audience and the physical setting.
B) clothing the speaker is wearing.
C) amount paid to the speaker.
D) gender composition of the audience.
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Answer Key
1. A
21. A
22. B
23. B
24. A
25. B
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