Question 1

A research method that involves monitoring subjects as they interact with their environment is called

Accepted Answer

Field observation involves monitoring subjects in their natural environment without interference, allowing researchers to gather data on their behavior and interactions in real-world settings.

Question 2

Which of the following is NOT an example of qualitative research?

Accepted Answer

Qualitative research involves collecting non-numerical data to understand concepts, thoughts, or experiences. A Likert-scale or ranking scale questionnaire collects numerical data to quantify attitudes, opinions, or behaviors, making it a tool for quantitative research, not qualitative.

Question 3

A sampling procedure that ensures that all members of the larger target audience have an equal chance of being chosen for the survey sample is called a

Accepted Answer

A random sample is a sampling procedure where each member of the target population has an equal chance of being chosen, ensuring the sample is representative of the larger group.

Question 4

A sampling procedure used when the larger target audience is demographically mixed in terms of race, gender and age and those factors may affect answers is called a

Accepted Answer

Quota sampling involves selecting a sample that reflects the characteristics of the overall population. It is used to ensure that the sample represents different segments of the population, such as race, gender, and age, which are relevant to the research question.

Question 5

A form of sampling in which respondents are chosen largely because they are easy to find and willing to cooperate, even though they may not be the most appropriate respondents, is known as a

Accepted Answer

Convenience sampling involves selecting respondents because they are readily available and willing to participate, not because they are representative of the larger population. This method is often used for exploratory research or when access to the target population is limited.

Question 6

A research instrument that asks the respondent to choose responses from a list that includes two extremes and a neutral center mark such as 1=strongly agree, 2=somewhat agree, 3=no opinion, 4=somewhat disagree, 5=strongly disagree) is called a

Accepted Answer

Likert scale is used for measuring attitudes by asking respondents to select their level of agreement with a statement, often including a neutral or middle option.

Question 7

A research instrument that asks the respondent to choose responses from a list that moves upward or downward from a natural zero point is

Accepted Answer

A barometer scale is designed to measure variables that move upward or downward from a natural zero point, similar to how a barometer measures atmospheric pressure.

Question 8

If a survey or other research activity is conducted in a manner by which the researcher is the only person who can identify the participants, the survey is said to be

Accepted Answer

When a survey or research activity is conducted in such a way that only the researcher can identify the participants, it is considered confidential. This means that the identities of the participants are protected and not disclosed to others.

Question 9

The division of research results by demographic categories such as age, race and gender is called a an)

Accepted Answer

Cross-tabulation is a method used in research to analyze and compare the relationship between different demographic categories, such as age, race, and gender, by dividing the research results accordingly.

Question 10

What is the major weakness limitation, drawback) associated with the Delphi study?

Accepted Answer

The major limitation of the Delphi study is that it can be time-consuming to compile results, as it involves multiple rounds of questionnaires sent to experts, who provide feedback and then review the summarized insights of the group in subsequent rounds. This iterative process, while valuable for reaching a consensus among experts, can significantly extend the duration of the study.

Question 11

A type of survey question that offers only two possible answers such as yes/no or male/female) is called a

Accepted Answer

Dichotomous questions are those that require respondents to choose between two options, making them a straightforward and efficient way to gather clear, binary data.

Question 12

A research instrument that asks respondents to place their responses in order such as first, second, third preference or most important, second most important, third most important) is called a

Accepted Answer

A ranking scale is used to ask respondents to order their preferences or priorities, such as first, second, third preference, or most important, second most important, third most important. This type of scale is useful for understanding preferences or priorities among a list of options.

Question 13

Following a focus group, the researchers can provide the information to the clients

Accepted Answer

Following a focus group, researchers can present the information to clients in various formats: as raw data, in a written summary organized either chronologically or by topic, or as a summary of results followed by interpretations and recommendations. This flexibility allows the presentation of findings to be tailored to the specific needs and preferences of the client.

Question 14

If a survey or other research activity is conducted in a manner by which no one not even the researcher) can identify the participants, the survey is said to be

Accepted Answer

When a survey or research activity is conducted in such a way that no one, including the researcher, can identify the participants, it is described as being anonymous. This ensures the privacy and protection of the participants' identities.

Question 15

In qualitative research, results are expressed in

Accepted Answer

In qualitative research, results are typically expressed in words and descriptions, focusing on understanding concepts, thoughts, and experiences rather than quantifying them with numbers and statistics.

Question 16

One of the most common applications of focus group research is to help an organization measure its strengths and weaknesses and determine what it needs to do to better serve its publics. The common term for this process is

Accepted Answer

Gap research is the correct term for the process described. It involves identifying the differences between an organization's current state and its desired state or performance, often by gathering insights from focus groups to understand strengths, weaknesses, and areas for improvement.

Question 17

If members of a survey sample or focus group are said to be "homogeneous," that means they are

Accepted Answer

Homogeneous means that the members share similar characteristics or qualities.

Question 18

The form of quantitative research most commonly used in public relations work is

Accepted Answer

Surveys are the most commonly used form of quantitative research in public relations. They allow for the collection of data from a large number of respondents, making it easier to generalize findings to a broader population. Surveys are versatile and can be used to gather information on a wide range of topics, making them particularly useful in the diverse field of public relations.

Quiz 4: Planning: Primary Research