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ERIC Number: ED067717
Record Type: RIE
Publication Date: 1972-Apr
Pages: 14
Abstractor: N/A
Reference Count: 0
Applications from Research Concerning Audience Measurement in the Basic Speech Course.
Anderson, Loren J.
In the first section of this paper, the author presents a rationale for incorporating audience responses as a teaching strategy in the basic speech course. The rationale is based on the goal of the course, which is to modify the student's communication behavior and his sensitivity to the forces which affect the communication process. The author reasons that this goal can best be accomplished if the student is exposed to a situation as similar as possible to a nonclassroom situation. The student in the basic speech course can best be assisted in self-discovery through an inductive approach, whereby data on audience responses to his speaking activities functions as the basis for his discoveries. In the second section, the author presents five examples of audience measurement procedures: the Hovland attention, comprehension, acceptance scale; the Likert-type attitude scales; a general rating scale; a source credibility scale; and a demographic profile, with a sample presented in the appendix. He also provides guidelines for applying audience rating scales in the classroom. (RN)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Convention of the Central States Speech Assn. (Chicago, Ill., April 7, 1972)