Deck 7: Research and Evaluation

Question 1

Which of the following questions should one ask in developing a research strategy?

A)Is research worth the expense involved?
B)How will I gather needed information?
C)What do I want to know?
D)B and C
E)None of the above

Answer 1

D

Question 2

Research that focuses upon measuring the effectiveness of a public relations plan is ________.

A)problem-opportunity research
B)quantitative research
C)client research
D)evaluation research
E)stakeholder research

Answer 2

D

Question 3

A question that measures degree or intensity is called a ________ question.

A)dichotomous
B)open-ended
C)close-ended
D)sampling
E)rating-scale

Answer 3

E

Question 4

Research that focuses on an organization's reputation and products is ________.

A)problem-opportunity research
B)quantitative research
C)client research
D)evaluation research
E)stakeholder research

Question 5

A communication audit ________.

A)is a cost-benefit analysis of communication
B)uses survey research to determine audience attitudes
C)uses personal interviews to determine the attitudes and needs of a target public
D)determines whether communications are consistent with stated goals and values
E)none of the above

Question 6

Which of the following has/have been identified as among the key components for evaluating relationships?

A)communal relationship
B)trust
C)Q rating
D)A and B
E)All of the above

Question 7

When everyone in a sampling frame is included in the sample,the sampling technique is known as ________.

A)simple random sampling
B)systematic sampling
C)cluster sampling
D)cross-tabulation sampling
E)a census

Question 8

Research that focuses upon determining the issues and the client's stake in those issues is ________.

A)problem-opportunity research
B)quantitative research
C)client research
D)evaluation research
E)stakeholder research

Question 9

When administering a survey,you should ________.

A)pretest the questions
B)develop a good sample and survey instrument
C)ask yourself if you can afford its cost
D)A and B
E)All of the above

Question 10

"What is your favorite color?" is an example of ________.

A)a dichotomous question
B)an open-ended question
C)a closed-ended question
D)a rating-scale question
E)a trick question

Question 11

A survey sample is considered to be representative of a particular population if ________.

A)everyone in the population has an equal chance of participating in the survey
B)the sample is of sufficient size
C)if "K" is greater than 250
D)the survey instrument in nonbiased
E)A and B

Question 12

The research technique that determines whether an organization's communications are consistent with its stated goals and objectives is known as ________.

A)goals analysis
B)focus groups
C)a communication audit
D)problem/opportunity identification
E)the Potter Box

Question 13

ROI stands for ________.

A)rate of interest
B)real or imagined
C)return on investment
D)relationship ordinal indexing
E)relevance of information

Question 14

When everyone in a sampling frame is assigned a number and the sample is then selected by drawing numbers from a hat,the sampling technique is known as ________.

A)simple random sampling
B)systematic sampling
C)cluster sampling
D)cross-tabulation sampling
E)a census

Question 15

Criticism has been leveled at the use of advertising value equivalency (AVE)in evaluating public relations because ________.

A)public relations doesn't require evaluation
B)third-party endorsement multipliers are arbitrary
C)it doesn't address whether the audience took desired actions
D)A and C
E)B and C

Question 16

Which of the following is not considered a secondary research source?

A)focus group interviews
B)government documents
C)organization records
D)trade association statistics
E)the Lexis-Nexis computer database

Question 17

The process of identifying emerging issues and developing a response before they have a significant influence upon an organization is known as ________.

A)primary research
B)consequential research
C)envisioning
D)issues management
E)reading tea leaves

Question 18

When conducting a focus group,you should not ask participants ________.

A)to give you their attitudes on a subject
B)to tell you about their problems
C)for a solution to a problem
D)to tell you what they see as their needs
E)how they might act in a certain situation

Question 19

The research technique used in compiling existing information generated by others is known as ________.

A)secondary or library research
B)feedback
C)a communication audit
D)a focus group
E)surveying

Question 20

When an effort is made to make a sample representative by selecting names from a sampling frame following a pre-determined pattern,such as picking every fourth name,the sampling technique is
Known as ________.

A)simple random sampling
B)systematic sampling
C)cluster sampling
D)cross-tabulation sampling
E)a census

Question 21

Which of the fallowing statements about Audi's "Green Police" Super Bowl ad is/are false.

A)The ad agency and carmaker were unaware of the historical significant of the Green Police.
B)No attempt was made to gauge the opinions of the Jewish community.
C)one of the values states in the ad agency's mission statement was to avoid controversy.
D)A and C
E)All of the above.

Question 22

If you administered a survey and conducted an analysis of how many black women over the age of 40 look favorably upon the president,you would be conducting ________.

A)a univariate analysis
B)a bivariate analysis
C)a multivariate analysis
D)the Gallup Poll
E)a focus group

Question 23

What is a sample,and what is meant when a sample is said to be representative?

Question 24

Audi's depiction of an environmentally conscious "Green Police" in its Super Bowl ad was controversial because ________.

A)some people felt it mocked the environmental movement
B)some people felt it made light of their concerns about environmental activism
C)the Green Police name was associated with the Order Police of Nazi Germany
D)None of the above.
E)All of the above.

Question 25

Compare the advantages and disadvantages of a focus group with the advantages and disadvantages
of a probability-sampling survey.

Question 26

One of the most common forms of public relations research is the use of focus groups.

Question 27

The Brookhaven National Laboratory decided to announce a major discovery in nuclear physics ________.

A)at a scientific conference
B)at a congressional budget hearing
C)at a news conference
D)in a news release
E)on television

Question 28

Public relations practitioners commonly employ which five research methods?

Question 29

What are the four major categories of public relations research?

Question 30

The ideal number of focus group participants is 16.

Question 31

A census of your hometown is a representative sample of your hometown.

Question 32

What are the steps practitioners should take when conducting a focus group?

Question 33

The Brookhaven National Laboratory was careful in how it announced a scientific discovery because ________.

A)it didn't want to be accused of trying to manipulate the congressional budget process
B)the target audience probably wouldn't understand its significance
C)it was concerned about a loss of federal funding
D)A and B
E)A and C

Question 34

Communication audits are also known as focus groups.

Question 35

What things should one consider in wording survey questions?

Question 36

Weighted media cost (WMC)gives practitioners a monetary value of publicity.