6 Analyzing the Audience
TRUE/FALSE QUESTIONS
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.
2. Being audience-centered means abandoning your own convictions and catering
3. Beliefs are our general evaluations of people, ideas, objects, or events.
4.
attitudes.
5. Attitudes and beliefs are shaped by values.
6. As a general rule, people pay more attention to and feel more positively about
topics that are in keeping with their values and beliefs.
7. ations toward the
speech topic, the speaker, and the speech occasion.
8. To create positive audience attitudes toward the speaker, the speaker should
look for ways to establish identification with the audience.
9. Sharing a personal story can help speakers establish identification with their
audience.
10. Demographics are the psychological characteristics of a given population.
11. Gender is not a demographic characteristic.
12. Audience segmentation is used to identify target audiences.
13. Speech topics should be relevant to the age interests of an audience.
14. Speakers should be aware of the generational identity of their audience.
15.
delivering a successful speech.
16. The term co-culture refers to a social community whose values and style of
17. Socioeconomic status includes income, occupation, and education.
18. Generally, people with higher levels of education tend to be less willing to
change their minds.
19.
know how the audience will respond to controversial topics.
20. Speakers should assume their audiences share similar political affiliations.
21. Thinking of females as nurturers and caregivers is an example of a gender
stereotype.
22. Making assumptions about your audience based on their gender can help you
maintain an audience-centered approach.
23. A speaker should keep persons with disabilities in mind when considering the
demographic characteristics of an audience.
24. The cultural patterns of behavior identified by Hofstede are called value
dimensions.
25. Surveys of several Asian societies showed people value democracy and equal
opportunity above all other values.
26. Collectivist cultures view personal identity, needs, and desires as secondary to
those of the larger group.
27. Uncertainty avoidance refers to the extent to which people feel threatened by
ambiguity.
28. Cultures with high levels of power distance place greater value on social
equality.
29.
assertiveness.
30. in
masculinity than in femininity.
31. According to Hofstede, China ranks high in long-term time orientation.
32. Cultures that seek out more immediate rewards tend to view time orientation
through a short-term point of view.
33. s analysis, while cultural patterns using his scale identify
everyone within that society.
34. Cross-cultural polls can help determine how cultures might view specific issues.
35. Interviews and surveys are the only methods of audience analysis.
36. Surveys offer a more efficient means of gathering information from a pool of
people than do interviews.
37. t or
disagreement with specific issues.
38. Published sources are helpful in conducting audience analysis.
39. The physical setting in which a speech occurs can have a significant impact on
the outcome of a speech.
40. The larger your audience, the more likely you are to interact with them.
41. Analyzing the speech setting includes considering the time and length of the
speech.
MULTIPLE-CHOICE QUESTIONS
42. Abandoning your convictions in order to appeal to the audience is known as
A) being audience centered. C) captivating the audience.
B) pandering. D) analyzing the audience.
43. Values are
A) our conceptions of what is true and false.
B) our predispositions to respond to things in evaluative ways.
C) our perceptions of reality.
D) our most enduring judgments about what is good and bad in life.
44.
A) the speech topic. C) the speech occasion.
B) the speaker. D) All of the options are correct.
45. Which of the following techniques can a speaker use when listeners are
negatively disposed toward his or her topic?
A)
B) Deemphasize efforts to build rapport and speaker credibility.
C) Give good reasons for developing a positive attitude toward the topic.
D)
46. Which of the following techniques can help create a sense of audience
identification with the speaker?
A) sharing a relevant, personal story C) dressing like the audience
B) emphasizing a shared role D) All of the options are correct.
47. Which of the following would not be considered a demographic characteristic?
A) gender C) self-esteem
B) ethnic or cultural background D) religious affiliation
48. The statistical characteristics of a given population or group of people are
known as
A) psychographics. C) profiles.
B) demographics. D) beliefs.
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 C) individual achievement
B) parents D) career advancement
52. Tools that a speaker can use to analyze an audience include
A) interviews. C) published sources.
B) surveys. D) All of the options are correct.
53. If you ask survey respondents to respond to questions with a limited choice of
answers, you are asking what type of questions?
A) interview C) scale
B) fixed alternative D) open-ended
54. In an interview, what types of questions are particularly useful for probing
beliefs and opinions?
A) closed-ended C) scale
B) fixed alternative D) open-ended
55. Which types of questions on a survey may be either fixed alternative or scale
questions?
A) open-ended C) analytical
B) closed-ended D) potential
56. Characteristics of the speech setting include
A) the size of the audience and the physical setting.
B) the outfit the speaker is wearing.
C) the amount paid to the speaker.
D) the vehicle the speaker will arrive in.
FILL-IN-THE-BLANK QUESTIONS
57. ______ is the process of gathering and analyzing information about audience
speech in ways that will be meaningful to them.
58. Maintaining a(n) ______________ approach throughout the speech preparation
process will help you prepare a presentation that your audience will want to
hear.
59. _____ are our general evaluations of people, ideas, objects, or events.
60. ________ are the statistical characteristics of a given population.
61. ______ stereotypes are oversimplified and often severely distorted ideas about
the innate nature of what it means to be male or female.
62. A(n) ______ is a form of face-to-face communication for the purpose of gathering
information.
63. Written surveys, or ________, are designed to gather information from
respondents.
64.
with specific issues are called ______ questions.
65. Questions that allow respondents to elaborate as much as they wish are known
as ______ questions.
66. Size of the audience, time and length of the speech, and the rhetorical situation
are all components of the speech ______.
ESSAY AND SHORT ANSWER QUESTIONS
67. What is audience analysis?
68. Explain how attitudes, beliefs, and values are interrelated.
69. Why are audience demographics an important source of information for a
speaker?
70. Define socioeconomic status, and explain its importance in the process of
audience analysis.
71.
72. What is the difference between collectivist and individualistic cultures?
73. Provide two examples of an open-ended interview question.
74. Why should a speaker spend time becoming familiar with the speech setting
before giving a speech?
75. Discuss how the time
76.
speech?
ANSWER KEY FOR CHAPTER 6
