W1-2-60-1-6
JOMO KENYATTA UNIVERSITY
OF
AGRICULTURE AND TECHNOLOGY
University Examinations 2014/2015
END OF SEMESTER EXAMINATION FOR
THE DEGREE OF BACHELOR OF MASS COMMUNICATION
HSE 2304: AUDIENCE ANALYSIS
DATE: AUGUST 2014 TIME: 2 HOURS
INSTRUCTIONS: ANSWER QUESTION ONE (COMPULSORY) AND ANY OTHER TWO QUESTIONS
Question One (30 Marks)
a) What do you understand by the term “audience analysis”? (2 Marks)
b) State and explain the three phases of audience analysis. (9 Marks)
c) List ten things that you will do in areas where you are not getting a positive response from your audience. (10 Marks)
d) After you speak there are many wags that you can tell how your audience responded to your speech. State and explain atleast four. (8 Marks)
e) When do you think is the appropriate time conduct survey on audience analysis? (1 Mark)
Question Two (20 Marks)
Discuss the following:
a) Demographic analysis (5 Marks)
b) Attitudinal analysis (5 Marks)
c) Environmental analysis (5 Marks)
d) Disposition analysis (5 Marks)
Question Three (20 Marks)
When gathering information, it is important to keep in mind the objective of the speech. If you are writing a persuasive speech, it is important to find out the audience’s interest level in the topic, their knowledge and attitude. With relevant examples, explain what you understand by the above statement. (20 Marks)
Question Four (20 Marks)
Discuss how television programmes are lined up to suit demographics. Use examples where applicable.
(20 Marks)
