Which of the following methods involves direct feedback from consumers to collect audience data?

Surveys are a method that involves collecting direct feedback from consumers to gather audience data. They typically consist of structured questions that allow individuals to express their opinions, preferences, and behaviors regarding various topics, such as media consumption, product satisfaction, or general trends. By administering surveys, researchers can obtain detailed insights into how audiences perceive and relate to content, enabling media organizations to make informed decisions based on actual audience input.

Surveys stand out as they can be distributed through various platforms, including online, telephone, or in-person formats, which also provides flexibility in reaching a diverse demographic. This direct interaction with consumers is key for understanding audience needs and preferences.

In contrast, diaries rely on participants to record their media consumption activities over time, which may not always capture immediate feedback. Television ratings and people meters measure viewership using statistical methodologies that infer consumer behavior rather than directly engaging with them for their opinions. Thus, surveys are uniquely suited for collecting firsthand data directly from the audience.