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Lecture 10

MGTA36H3 Lecture 10: 02:15:17 Notes

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University of Toronto Scarborough
Management (MGT)

02/15/17 How can we use the instructional design process to help us solve client problems with media? Audience Analysis: • Define the existing target audience • Often the audience is too broadly defined at first • Primary and secondary audience Demographics – General Characteristics: • Gender • Education • Religious • Age • Level Preference • Income • Occupation and • Geographical/Place • Ethnicity Work Experience of Residence Audience Factors: • Personal Characteristics: • Specific Entry Characteristics: ◦ Maturity Level ◦ Skills, attitudes, aptitudes ◦ Motivation ◦ Previous or current ◦ Expectations/aspirations employment/work experience • Learners with Disabilities: ◦ Mechanical ◦ Assistive Technologies dexterity/Physical (Screen Readers) characteristics ◦ Closed Captioning ◦ Other training completed ◦ Universal Design for • Contextual Analysis: Learning ◦ Perceived usefulness • Culturally Diverse Learners: ◦ Perceived accountability ◦ Native Language ◦ Access to apply what they ◦ Cultural Differences learned ◦ Location they will view ◦ Technical specifications Important to analyze the audience data - do not just list demographic information or factors Collecting Data: • Simultaneous with Needs • Survey or Questionnaire Assessment collection • 360 Survey • Census Data • Interview • Industry Information • Observation • Focus Group Audience Characteristics – Summary: • Who they are: ◦ Level of education ◦ Characteristics/ • Where/When: Demographics ◦ Location/Viewing Situation ◦ Predispositions and ◦ How many? prejudices • Why they will view: • What they know: ◦ Motivation ◦ Prior knowledge and skills ◦ Emotional composition Primary and Secondary: • Primary audience is the decision makers or the people who will need info/training. • Secondary audience might also benefit. Audience Identification - Q & A: • Who is definitely not your audience? • Can you group your audience into subgroups? • Will any of the other groups or subgroups benefit from the communication tool? • Do any of the other groups or subgroups have influence over the primary audience? Is it a good fit?: • Performance: what is the problem? ◦ Will the cost of intervention • Cause: why is it happening? result in a tangible gain for • Intervention: how can it be fixed? client? ◦ Does the “how” = • Fit: is it right for 362 Productions? information or instructional
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