Creating a questionnaire

Organising the masses into neat little boxes is harder than it looks. I've been struggling to come up with a half-decent questionnaire for finding out my music video's target audience using as few questions as possible, so to fit into the average box-occupier's attention span, so I wrote a big list of objectives that my questionnaire must fulfill. 

The most efficient way to find the target audience is to find people who might be interested, such as the listeners of the band (or similar bands, given how obscure they are) and people with an interest in Parkour.

The questionnaire will be split in two (although this will be hidden to the person filling it in, so they will the entire thing in), with one half for finding out if a person is part of the target audience, and one for then finding out about their consumption habits. To judge whether an interviewee is in the target audience, a points system will be used, with points being given depending on whether an answer matches with the answer for the ultimate target of the film. If the user scores enough points, I will then look at the rest of the questionnaire, and find out about my target audience.

Questionnaire will be handed out online and on paper, so content must be available for both versions. This rules out showing videos, not that the interviewees would have time for that anyway. Time restraints also mean that the questionnaire must be easy to read, using recognisable terms, and be quick and simple to fill out. Parkour is not a recognisable term, so I'll need a way around that. Having easy to process information is vital too - I don't get paid for this. This all points towards multiple choice - the favoured examination method for first school kids.

Things I want to know:

Why people watch music videos - does people discover music, and then the video, or vice versa? Does this vary given consumption habits?

How they watch music videos, and possibly a reason why.

Advertising habits - will a good advert in the right place lead the person to the video? Will they watch as parts of interactive advertising such as the Spotify video player? Is interactive advertising successful?

This has shown me that I need questions to find out:

         The target audience:

The target audience should be interested in the same style of music as my chosen song, parkour, and music videos generally. No use find out about someone who never watches music videos.

         About them:

I then need to find out whether age groups or gender groups have a particular interest in my video, how they consume music videos, why they consume music videos, and as useful a question I can think of to help me find out more about the sort of person I am dealing with. I am considering favourite clothes shops, which can give away a persons budget or tastes, or favourite colour, an attribute which is thought to lead back to what sort of person someone is. From experience, this proves true, although it sounds nearly unbearably new age-y. I am considering finding out information to help with the digipak and advert, but the questionnaire is getting a bit long for the average attention span, much like an episode of Battlestar Galactica.