10-18. RESEARCH: CONDUCTING PRIMARY RESEARCH

[LO-4] You work for a movie studio in Toronto that is producing a young director’s first motion picture, the story of a group of unknown musicians finding work and making a reputation in a competitive industry. Unfortunately, some of your friends leave the screening saying that the 182-minute movie is simply too long. Others say they can’t imagine any sequences to cut out. Your boss wants to test the movie on a typical audience and ask viewers to complete a questionnaire that will help the director decide whether edits are needed and, if so, where. Design a questionnaire that you can use to solicit valid answers for a report to the director about how to handle the audience’s reaction to the movie.