ABSTRACT
This chapter will discuss the concepts and practices of audience research. Its purpose is to explore how two widely used methodologies – surveys and focus groups – can be used to unpack how audiences understand the economy. I will examine the strengths and weaknesses of these two approaches and highlight some of the most important issues involved in conducting survey and focus group research. Case studies from the research literature will be presented to illustrate how scholars have utilised these methods to address key issues, such as public support for austerity policies. The chapter will also discuss how these methods can be combined with content studies in order to explore the controversial question of how news accounts can influence public knowledge and understanding in this area.
