Deck 5: Research and Evidence-Based Practices

Question 1

What can research do for public relations practitioners?

A) boost their credibility
B) guarantee optimal results
C) prove the critics wrong
D) increase client billings

Answer 1

A

Question 2

Not knowing how to apply research insights to our findings results in ______.

A) angry clients with inflated bills
B) correctly using gut-level hunches
C) a lot of useless data floating around
D) creative application of insights

Answer 2

C

Question 3

From a PR career standpoint, what advantages do research skills give you over your competitors?

A) technical skill and speed
B) simplicity and lower prices
C) speed and wisdom
D) effectiveness and marketability

Answer 3

D

Question 4

When Ford attempted to compete with the Tesla Cybertruck in 2019, it was an example of using research to ______.

A) double-check energy consumption levels
B) identify gaps and opportunities relative to competitors
C) gauge consumer perceptions of the two brands
D) reclaim the full-size truck market from Tesla

Question 5

Research is crucial to building a foundation for creating effective ______.

A) client relations
B) personnel
C) balance sheets
D) strategies

Question 6

In which of the following areas can research assist the PR practitioner?

A) audiences and key messages
B) agency and personnel structure
C) intuition and gut-level hunches
D) billing and client relations

Question 7

The partnership between Spotify and Tic-Tac is an example of using research as the basis for ______.

A) brand building
B) competitive analysis
C) innovation
D) investor relations

Question 8

What is the universal feature of all public relations models?

A) revenue
B) research
C) brand building
D) a client focus

Question 9

The research acronym "EBP" stands for ______.

A) everybody participates
B) enter baseline pixels
C) exceptions by proxy
D) evidence-based practices

Question 10

Which of the following terms apply to evidence-based practices?

A) bottom-up, client-focused, customized
B) creative, strategy-driven, best practices
C) top-down, dollar-driven, one-size-fits-all
D) digging, diligence, detective work

Question 11

Evidence-based practices use research and evidence to ______.

A) separate facts from opinions
B) balance campaign budgets
C) tie together all parties
D) eliminate competing products

Question 12

If you want to better understand attitudes, behaviors, and values of a given public, which type of audience segmentation should you choose?

A) demographics
B) psychographics
C) personas
D) personalities

Question 13

If Purina wanted to create a persona for their ideal consumer, they would base it on ______.

A) demographics and psychographics
B) internal feedback and external trials
C) focus groups of satisfied customers
D) a contest among dedicated dog owners

Question 14

______ are immediate and direct results while ______ are more important results.

A) Internal findings; external findings
B) Opinions; facts
C) Best practices; final reports
D) Outputs; outcomes

Question 15

When conducting research into social and digital communication, the tasks are divided between ______ and ______.

A) speaking; hearing
B) monitoring; listening
C) promotion; follow-up
D) software; hardware

Question 16

How does reliability differ from validity?

A) Reliability is about replication; validity is about effectiveness.
B) Reliability is about participation; validity is about the instrument.
C) Reliability is about character; validity is about believability.
D) There is no difference between the two.

Question 17

If you asked "What impact does a CEO have on a brand's reputation?" you would be examining ______.

A) how things are happening
B) tangible and intangible factors
C) cause and effect
D) why things are happening

Question 18

What is the biggest difference between formal and informal research?

A) Formal research uses the scientific method.
B) Informal research is considered to be secondary.
C) Formal research comes earlier in the process.
D) Informal research requires IRB approval at universities.

Question 19

Secondary research is usually conducted ______.

A) at midpoint
B) first
C) rarely
D) last

Question 20

Of the following research techniques, which one is best suited to a qualitative study?

A) double-blind panel
B) Likert-scale questionnaire
C) focus groups
D) numerical ranking tests

Question 21

If you wanted to explore what is causing consumers to choose Tic-Tacs over Altoids mints, you would conduct a(n) ______ study.

A) open-ended
B) qualitative
C) closed-ended
D) quantitative

Question 22

In order to gain the most complete picture of a topic or situation, one would conduct ______ research.

A) mixed method
B) qualitative
C) results-based
D) quantitative

Question 23

To learn about how members relate to one another in social media communities, which research approach would you choose?

A) social likeability scales
B) focus group debriefing
C) social network analysis
D) neuromarketing research

Question 24

Providing full transparency and supporting documentation is an example of the understanding the ______.

A) process of approval
B) ethics of research
C) client's research needs
D) budgeting process

Question 25

From the list below, identify the biggest concern in obtaining data.

A) client unwillingness
B) trade secrets
C) software translation
D) high cost

Question 26

While the ability to conduct research is important, it is not a top skill expected of PR practitioners.

Question 27

All formal research involves information, science, and objectivity.

Question 28

Research is a scientific endeavor, not a creative one.

Question 29

Evidence-based practices (EBP) blend the art and science of research.

Question 30

Although outputs and outcomes are similar terms, they mean different things.

Question 31

In the realm of social media research, listening enables us to report on our success.

Question 32

If you ask, "Why do Generation Z members prefer to engage in business online?", you are looking for a cause-and-effect relationship.

Question 33

Informal research can be useful when looking for potential ideas to implement, but it is not scientific in nature.

Question 34

Qualitative research allows us to explore cause and effect.

Question 35

As a research technique, neuromarketing has a strong connection to psychology.

Question 36

The concept of ethics cannot be separated from the process of research.

Question 37

On a research team, it is not important to determine roles since it is a democratic process.

Question 38

A major advantage of obtaining data from the outside is that it won't cost much money.

Question 39

Categorize some of the major questions that research helps the PR professional to answer.

Question 40

As a PR professional, how would you apply the principles of evidence-based practices for research (EBP) to a campaign for your client?

Question 41

Compare the various approaches to audience segmentation, and explain when to use each approach.

Question 42

Differentiate between monitoring and listening as a research approach in social and digital communications.

Question 43

If you were working with a client to explore initial ideas for a major campaign, why would informal research make sense? Provide an example of informal research.

Question 44

Suppose that you work with the Centers for Disease Control (CDC) and are launching a food safety campaign. Before starting, you want to test the impact of several different messaging approaches. Would you choose to conduct qualitative or quantitative research? Which technique might you use and why?

Question 45

You are a manager with a major public relations agency. Your boss has asked you to lead a training session on best research practices for a group of new employees. What would be some of your major talking points?