CHAPTER FOUR
ANALYZING YOUR AUDIENCE
True-False
T F 1. For a speaker, the “market” is the audience.
T F 2. Audience analysis is used by the speaker to compromise his/her values and to be
able to tell them what they want to hear.
T F 3. The speaking occasion influences the mood of an audience.
T F 4. A speaker can generally adapt to problems in the location of an event by examining the
physical location.
T F 5. When researching the expectations of an audience, a commencement speaker
should ask university officials if there are any customs or traditions associated
with previous graduations.
T F 6. An attitude survey would be appropriate for a persuasive speech while an
information scale would be suitable for a descriptive presentation.
T F 7. Information scales measure the degree of opposition or support for topics.
T F 8. Personal interviews with audience members provide less flexibility than surveys
or questionnaires.
T F 9. An audience profile refers to a printout of demographic data from a computer.
T F 10. Prior inclinations people have about an issue are beliefs.
T F 11. Opinions are the verbal expressions of audience beliefs.
T F 12. Esteem is a need noted in the hierarchy of needs that must be satisfied before safety
can be satisfied.
T F 13. It is reasonable to expect audiences to alter their attitudes following a speech
with which they strongly disagree.
T F 14. In order to adapt to different audiences, speakers should often tell audiences
what they want to hear.
T F 15. Neutrality often means that the audience doesn’t care one way or the other about the
speech topic.
T F 16. Demographers predict that by the year 2060, Caucasians in America will actually
be in the minority.
T F 17. A speaker who makes fun of the audience’s city is being insensitive to their
social groupings.
T F 18. An audience who wants something from a speech is basically selfish and should
be reprimanded by a speaker.
T F 19. The speeches of a prominent religious figure who has been convicted on drug
charges will be significantly influenced by audience perception.
T F 20. Research has proven that women use more aggressive language patterns than
men.
T F 21. Research into gender tends to indicate that there is no significant difference
between men and women regarding the ability to empathize.
T F 22. When developing a speech, a speaker should always do a comprehensive
audience analysis that involves taking formal surveys, circulating
questionnaires, or conducting lengthy interviews.
T F 23. When a speaking engagement is arranged quickly, it may be necessary to
conduct an informal analysis of the audience by e-mailing or telephoning the
organizers of the event.
T F 24. Ethnocentric individuals tend to believe that one culture is superior to another.
Multiple Choice
25. If a speaking event is arranged quickly preventing a comprehensive audience
analysis, one of the best ways to obtain information about listeners is by
a. circulating an attitude survey
b. e-mailing the organizers of the event
c. interviewing members of the audience
d. distributing an audience information scale
26. Audience analysis refers to
a. motivating listeners
b. participating in the speaker’s interests
c. examining audience characteristics
d. all of the above
e. none of the above
27. Speakers who are poorly prepared, who make illogical arguments, or who use
unethical methods can have a significant impact upon the
a. audience perception of the speaker
b. audience perception of the topic
c. audience needs and motivations
d. social groups of listeners
e. occasion
28. When considering the gender of an audience, speakers need to recognize that
a. studies prove conclusively that certain generalities can be made about gender in
most audiences.
b. there are definite “men’s” and “women’s” topics.
c. there are unique qualities of gender in every audience situation.
d. none of the above.
29. One statement which would accurately summarize the research into gender would be
that
a. all research is inconclusive.
b. there are numerous exceptions to a few generalities.
c. predominately female or male audiences are only interested in a specific types
of issues.
d. all research is conclusive.
30. A neurosurgeon who gives an overly-technical lecture on neuromuscular coordination
to an audience composed of parents is not considering
a. their attitudes
b. their gender
c. their ages
d. their knowledge
31. Which of the following would most likely be the MOST important to be considered
when giving a speech about the virtues of owning one’s own airplane?
a. Gender
b. Social organizations
c. Geographic location
d. Income level
32. Beliefs are based on which of the following?
a. Knowledge
b. Observations
c. Experiences
d. All of the above
33. Collections of beliefs are called
a. attitudes
b. values
c. opinions
d. motivations
34. Abraham H. Maslow identified needs in terms of
a. physiology
b. emotion
c. hierarchies
d. perceptions
35. A speaker must analyze the beliefs and values of the audience in order to
a. establish a reputation
b. understand the occasion
c. motivate listeners
d. none of the above
e. all of the above
36. A speaker presents a method for saving enough money for a family of four to be able
to eat on less than $75.00 per week. The speaker is appealing to ____________
needs.
a. physiological
b. love
c. safety
d. esteem
e. self-actualization
37. A travel agent persuades a couple to take a winter vacation in the Caribbean by
stating, “You’ll come back with a beautiful tan.” The speaker is appealing to
___________needs.
a. physical
b. love
c. safety
d. esteem
e. self-actualization
38. A speaker who tells listeners, “The Department of Homeland Security protects
American citizens from terrorist attacks” appeals to ________________needs.
a. physical
b. love
c. safety
d. esteem
e. self-actualization
39. The text gives the following advice to speakers who want to develop
speeches on religious topics:
a. avoid the topic altogether
b. carefully consider the beliefs of listeners
c. try to establish a single-minded audience as a result of the speech
d. all of the above
e. none of the above
40. When presenting a speech about popular culture, a student tells her audience that the
United States has the BEST popular culture because in the U.S., all sorts of
interesting films, music and technology are created and everyone certainly WANTS
to be an American. She is conveying the concept of
a. Gender identity
b. Ethnocentricity
c. Physiological needs
d. Safety
41. A speaker who does not realize that a large convention hall has poor acoustics has
failed to research
a. the purpose of the occasion
b. the physical location of the event
c. the expectations of the speaker
d. all of the above
e. none of the above
42. The order of speaking, the time of day of the speech, and the time limit of the
presentation relate to
a. the purpose of the occasion
b. the physical location of the event
c. the expectations of the speaker
d. all of the above
e. none of the above
43. Age, gender, religion, and ethnic origin refer to
a. listeners’ perception of the speaker
b. listeners’ perception of the topic
c. the motivations and needs of the audience
d. the social groupings of listeners
e. the occasion
44. According to the text, the science of gathering social and statistical information about
people is called
a. motivational research
b. analytical surveying
c. census taking
d. demographic analysis
45. Interviews are difficult to use when a speaker
a. wants to ask follow-up questions
b. needs to evaluate a listener’s appearance
c. has a large audience
d. must analyze a listener’s language patterns
Fill In the Blank
expressions of these attitudes.
48. The process of designing specific appeals to motivated selected groups of listeners is
occasion.
Short Answer
51. Three steps for gathering, processing, and assessing information about listeners are:
Answer, Pages: 60-62
52. Three methods of collecting demographic data about the audience are:
53. Identify four questions a speaker should ask when researching the location of a
speech.
Essay Questions
54. A group of 100 students from several state high schools has been invited to your university
for a tour of the campus. This college day activity is an annual event which is part of the
institution’s recruitment program for new students. Since you are an elected representative to the
student government, you have been selected to present a speech about student perception of
academic and social life. How would you find out information about your listeners? What would
you need to know about the audience to help you develop the speech?
55. A prominent medical researcher has been invited to a medical convention to present a paper
about her recent breakthroughs in the field of breast cancer research. In addition to manuscript
delivery, the speaker intends to use several visual aids to support her presentation. What does
the speaker need to know about the occasion?
Online Chapter Quiz Questions
Chapter 4
Analyzing Your Audience
True False
1. Physiological needs represent the highest level on the Hierarchy of Needs.
2. Targeting refers to the process of holding stereotypical views of specific audience members.
3. Analyzing the social groups within an audience refers to understanding areas such as age,
gender, religion, and culture.
4. In order to develop appropriate appeals to values, the speaker should analyze the audience
thoroughly and know the differences in their beliefs.
5. The term ethnocentric means that you think you are a better individual than another individual.
Multiple Choice
6. Which of the following is/are a demographic that should be considered when analyzing the
audience.
a. income
b. religion
c. education/occupation
d. all of these above
7. The area of audience analysis that refers to speaker expectations and the physical location of
the speaking event is known as
a. perception of the speaker
b. perception of the topic
c. needs and motivations
d. social groups
e. the occasion.
8. The highest level on the hierarchy of needs is called
a. physiological
b. safety needs
c. love needs
d. esteem needs
e. self actualization
9. Verbal expressions of attitudes are called
a. motivations
b. opinions
c. needs
d. beliefs
10. According to the text, an audience attitude survey refers to
a. a survey from minus ten to plus ten
b. a four-point scale
c. a questionnaire
d. an interview
Fill in the Blank
11. The name of the psychology professor who organized five levels of basic human
drives into hierarchies of needs was ________________________.
12. _____________________ are prior inclinations people have about issues.
13. The belief that one culture or environment is superior to another is known as
____________________.
14. The science of gathering social and statistical information about a group of people is known
as ________________ .
15. The speaker’s examination of audience characteristics to determine the most appropriate
means of motivating listeners to participate in the speaker’s concerns called
______________ ____________________.
Answers
