Futher Audience Research

I have decided to conduct a questionnaire about the expectations and preferences of a music video. I will give the questionnaire to teenagers between ages 12 - 19 as that is our target audience and I want quite specific information.  
Below are the questions:

1. Name two things you would generally expect to see in a 'Pop' music  video.

2. What artist do you think is a true representative of generic pop music?

3. Do you feel it is important for the artist to feature in his/her video?

4. On a scale of 1- 10 how important is the inclusion of attractive actors?

5. Do you prefer a video to be:
    1. Abstract with little links to the song/lyrics
    2. Direct with clear links to the song/lyrics
    3. It's not important

6. On a scale of 1- 10 how important is editing and visual effects in a music video?

7. Do you feel that the music video should represent the artist's style and personality?

8. Looking now at Lily Allen in specific, name three elements you would expect to see in one of her music videos ?

9. Name your favourite Lily Allen music video.

10. What about it did you enjoy?


I tried to obtain qualitative data by asking open ended questions such as number (7), which requires the respondent to elaborate on their opinion. I have only put a few open ended questions as I do not want my respondent to loose interest in the questionnaire. The questionnaire also includes questions that would provide quantitative data such as number (5) which provides the respondent with 3 answer options that they have to chose from. Working at Indiefields (a market research company) where my job description was to carry out questionnaires over the phone, made me realise that questionnaires are not so easy to conduct. They must engage the respondent so that they do not lose interest and drop out of the questionnaire or HANG UP ON YOU! Giving them more multiple choice questions to prompt the accurate answer provides quantitative data but it is easier to obtain, where as qualitative data needs a very willing participant. I have asked questions that can provide me with both types of data.