Audience Dialogue

Quick Guide to Audience Research

Dennis List wrote a shorter guide to audience research than Know Your Audience. This new Quick Guide is focused on the needs of media, particularly in developing countries. In just over 50 large-format pages, it covers these topics...


1. Introduction and scope of this guide

2. Beginning with secondary research
- Situation analysis
- Impact assessment

3. The survey process
- Sampling
- Writing a questionnaire
- Gathering data
- Processing the data
- Analysis

4. Interviewer surveys
- Face-to-face surveys
- Telephone surveys
- Observation

5. Questionnaire surveys
- Mail surveys
- In-publication questionnaires
- Visitor surveys
- Audience workshops
- Internet surveys

6. Qualitative research
- In-depth interviews
- Consensus groups
- Response cultivation

7. How to choose a method
- Whether to do a survey
- Choosing a survey method
- Choosing a qualitative method

8. Conclusion: Use your findings!

1. Simple 1-page questionnaire
2. Glossary of audience research terms

Though Know Your Audience is a much bigger book - about 10 times as many words, this new Quick Guide includes two sections that are not covered in the former: the section (2.2) on impact assessment, and chapter 7, which sets out criteria for choosing a research method. The Quick Guide is also slanted a little more toward the needs of print media than is Know Your Audience.

Note, the two sections not covered in Know Your Audience are being considered for the revised edition of the book.

The Quick Guide to Audience Research can be downloaded from this link, which will open in a new window. It's a PDF file, so you'll need Acrobat Reader (freely downloadable from, if your computer doesn't already have that software). The file size is 290 KB, so it will take about 2 minutes to download with a 56K (dial-up) modem running at less than full speed (as is usually the case), and much less if you are using a broadband internet connection.

If you would prefer to read it online, click this link to access the Issuu service we use to present the book for easy magazine style reading.

If you would like to improve your knowledge and skills beyond Quick Guide to Audience Research then we suggest you consider the book Know your Audience _ A Practical Guide to Media Research.

Know Your Audience - A Practical Guide to Media Research

This clearly written and detailed book covers research principles and methods for use by people working in media, community & public services and other organisations that deal with the public, to discover more about them/their audience or market, how many there are and what they like and don't like, such as views on specific programs or services.  It incorporates all survey methods including email and web surveys, and also explains how to use the results of surveys to support management decisions.  Much of the many useful insights in this comprehensive book have been gained through actual research projects many of which were conducted in developing countries.

You can buy the book for just $20 easily and securely using PayPal if you have a credit card or PayPal account.  If this form of payment does not suit you then please contact us

Normal copyright applies to Quick Guide to Audience Research, but anybody may download it for the purpose of personal use or distribution within their organization. This permission is conditional on no changes being made to the text, and on no fee being charged. (If exceptions are desired, please contact us with your request.)

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