Deck 14: Step Four: Evaluating the Program

Question 1

Checks of museum floor tile wear patterns, library check-out records, and agency appointment records are examples of which one of the following?

A)Direct observations
B)Motivational research
C)Indirect or unobtrusive measures
D)"Pseudo-research"
E)Focus group research

Answer 1

C

Question 2

Which one of the following should NOT be used in evaluating publicity?

A)Number of "gross impressions" within the target audience
B)Mutually agreed-upon standards of performance by the client and agency
C)Key message content to be delivered to the target audience
D)Media placements' length, size, and media "environment"
E)Cost of equivalent advertising space and time as the "return on investment"

Answer 2

E

Question 3

Which one of the following companies specializes in television and radio audience research?

A)The Arbitron Company
B)Starch INRA Hooper
C)Audit Bureau of Circulation
D)Traffic Audit Bureau
E)Simmons Market Research Bureau

Answer 3

A

Question 4

What is the most common error in attempts to evaluate public relations programs?

A)Substituting measures from one evaluation level for those needed at another
B)Failing to include clippings as part of the evaluation
C)Publishing the results for competing organizations to see
D)Hiring research firms with little experience in public relations
E)Using single measures of message readability

Question 5

Using a clipping service to provide clips of published news releases provides information about which type of reader?

A)Delivered
B)Noted
C)Associated
D)Read most
E)None of the above

Question 6

A "SMART" objective reflects all of the following EXCEPT which one?

A)Specific
B)Measurable
C)Achievable
D)Radical
E)Time bound

Question 7

Today, most public relations program evaluations are done at which level?

A)Preparation
B)Implementation
C)Impact
D)Opinion change
E)Attitude changes

Question 8

Which step of the evaluation process distinguishes professional practice from technical craft?

A)Securing organizational commitment to evaluation
B)Writing program objectives in measurable terms
C)Selecting the most appropriate criteria
D)Keeping complete expense records
E)Adding to professional knowledge

Question 9

Which one of the following broadcast audience monitoring techniques records every viewer in sample homes?

A)Diary log
B)People meter
C)Receiver meter
D)Telephone interview
E)Aided recall

Question 10

Which one of the following does NOT assess program impact on behavior?

A)Self-reports through Internet surveys
B)Direct observation of people's behavior
C)Indirect observation through examining official records
D)Surveys testing increased knowledge
E)Indirect observation through examining "tracks" left by target publics

Question 11

Whether or not key publics were missed in the original determination of stakeholder groups relates to which phase of research?

A)Outputs
B)Outcomes
C)Preparation
D)Implementation
E)Impact

Question 12

The major reasons for increased use of evaluation research include all EXCEPT which one of the following?

A)A growing body of literature on evaluation research
B)A results and "numbers" orientation by top management
C)Lack of qualified outside vendors of research services
D)Requirement that public relations students take a research class
E)Management's insistence on accountability

Question 13

Which statement refers to true evaluation research?

A)Supports positions already held
B)Demonstrates new professional skills
C)Uses systematic and controlled methods
D)Undertaken to impress clients or management
E)Gathers supportive data to justify what was done

Question 14

News clippings are the best measure of which one of the following?

A)Number of messages placed in the media
B)Number of messages read by members of the target public
C)Advertising value equivalents
D)Amount of attitude change in members of the target public
E)Number of messages to which target public was exposed

Question 15

Which one of the following is NOT an assessment used in the preparation phase of program evaluation?

A)The adequacy of the background research
B)The organization of program materials
C)The content of program materials
D)The amount of knowledge gained in the target public
E)The presentation quality of program materials

Question 16

Increasingly, practitioners are being asked to document measurable results.What is the major motivation of this pressure to measure impact?

A)Public relations results are typically intangible.
B)Clients will not pay for programs for which results cannot be detected.
C)Management wants to know how public relations contributes to achieving goals.
D)Social media have replaced the need to gather data on program impact.
E)All of the above.