Target Group Analysis

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Target Group Analysis

• Thomas L. Warren, Professor
• Technical Writing Program
• Oklahoma State University

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Overview of Talk

• Approaches to target group analysis
• Compare in school and on-the-job
• Preparing a document
• Comparison of two audiences
• Sample
• Conclusion and questions

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Audience analysis

• Three approaches to audience analysis
• Demographic
• Organizational
• Psychological

Simple Complex
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Approaches

• DEMOGRAPHIC
• What you can ask about
• What you can count
• ORGANIZATIONAL
• Role of individual in a company
• Level of influence
• PSYCHOLOGICAL
• Information processing
• Information needs

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Approaches

• DEMOGRAPHIC
• What you can ask about
• What you can count
• ORGANIZATIONAL
• Role of individual in a company
• Level of influence
• PSYCHOLOGICAL
• Information processing
• Information needs

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Demographic

• Education
• Sex
• Income
• Address
• Children

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Approaches

• DEMOGRAPHIC
• What you can ask about
• What you can count
• ORGANIZATIONAL
• Role of individual in a company
• Level of influence
• PSYCHOLOGICAL
• Information processing
• Information needs

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DECs

• Novice
• Someone familiar with another operating system
• Someone familiar with a previous version of the
  product

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DECs READERS
USER OF OTHER
PREVIOUS USER INFLUENCE NOVICE
SOFTWARE THIS SOFTWARE Illustrations
Type Obvious Sophisticated
Number Many Few
Complexity Simple
Complex Coverage Depth/Breath Overview
In depth on
(general) topics of daily
How to use
concern. Vocabulary Concrete
Abstractions Short
sentences Long sentences Monosyllables
SOURCE Personal Computer Documentor's
Guide,DEC,I-1-7
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Hierarchy
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Approaches

• DEMOGRAPHIC
• What you can ask about
• What you can count
• ORGANIZATIONAL
• Role of individual in a company
• Level of influence
• PSYCHOLOGICAL
• Information processing
• Information needs

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Three Questions

• What does my reader NEED to know?
• How can I help my reader to UNDERSTAND?
• What do I want my reader TO DO with the
  information?

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Three Questions

• What does the reader NEED to know?
• Quantity
• Content

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Three Questions

• How can I help my reader to UNDERSTAND the
  material?
• Definitions
• Visuals
• Sentence and paragraph length and structure
• Background information
• Qualitative details (technical)
• Clear statements of purpose/function

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Three Questions

• What do I want my reader TO DO with the
  information?
• Approve
• Disapprove
• Accept a recommendation
• Take some kind of action
• Be informed only
• Respond to my request
• Other

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Audience Analysis

• In your own group
• In close proximity
• Elsewhere in organization
• Outside organization

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Audience Analysis Comparison with School
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Readers Purpose
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Readers Reading
Sender Message
Receiver Content Form Format
Structure Specifications
Type of report
Style Manual
Type of English
Layout
Organization
Will your reader be familiar with all the
elements in the message?
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Document consists of
Technical Information Requirements process
about subject Know what Data
about Specifications data to
use. Subject. Reader expectations Collect
it. Unique to Analyze it. this
assignment Organize it Process similar each time
use it
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What drives the process?
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Document consists of
Readers need for information
Technical Information Requirements process
about subject Know what Data about
Specifications data to use. Subject.
Reader Collect it. Unique to
expectations Analyze it. this
Organize it. assignment Process similar each
time use it
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Lay vs. Expert I
Based on Pearsall, Thomas E., Introduction to
Audience Analysis for Technical Writing, (Beverly
Hills, CA Glencoe Press, 1969), pp. xii-xxii.
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Lay vs. Expert II
Based on Pearsall, Thomas E., Introduction to
Audience Analysis for Technical Writing, (Beverly
Hills, CA Glencoe Press, 1969), pp. xii-xxii.
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Lay vs. Expert III
Based on Pearsall, Thomas E., Introduction to
Audience Analysis for Technical Writing, (Beverly
Hills, CA Glencoe Press, 1969), pp. xii-xxii.
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Summary How do You Adapt Text for Different
Readers?

• Ways to adapt text
• Vocabularycomplexity of ideas presented
• Assumptions about prior knowledge
• Authors purpose readers goal
• Sentence length and structure
• Used how/when?

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Questions?
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Contact Me

• Thomas L. Warren, Professor
• Technical Writing Program
• English Department, M205
• Oklahoma State University
• Stillwater, OK 74078
• twarren_at_okstate.edu
• www.okstate.edu/artsci/techwr