Question 1

____________ in research means that researchers are open and not secretive about their methods. For example, if Harris says a campaign generated 100 million media impressions, he should be open about how he calculated that figure.
A) Objectivity
B) Traceability
C) Transparency
D) Skepticism

Accepted Answer

Transparency in research refers to the practice of being open and clear about the methods, data, and processes used in the research, allowing others to understand and verify the work.

Question 2

Arnon is frustrated because he keeps running an experiment to determine the best times of day to run his online ads. But he keeps getting different results every time he runs the same test. Arnon's research lacks __________.
A) Authority
B) Replicability
C) Validity
D) Specialization

Accepted Answer

Replicability is crucial for research, as it means the results can be consistently reproduced under the same conditions. Arnon's frustration with varying outcomes from the same test indicates a lack of replicability in his research.

Question 3

Tina McCorkindale, president and CEO of the Institute for Public Relations, says measurement should always operate from ____________. She said you should think about the question you want to answer and then use technology to help answer it.
A) Budgets and resources
B) Tactics and campaigns
C) Executives and clients
D) Goals and strategy

Accepted Answer

Tina McCorkindale emphasizes that measurement in public relations should always be grounded in the organization's goals and overarching strategy. This approach ensures that the measurement efforts are aligned with what the organization aims to achieve, making them more meaningful and effective.

Question 4

_________ are computer programs that automatically send unsolicited emails, post comments in online forums, or inflate numbers for comments and followers.
A) Instabots
B) Chatbots
C) Googlebots
D) Spambots

Accepted Answer

Spambots are designed to perform automated tasks on the internet, such as sending unsolicited emails or posting spam comments in forums, which matches the description given.

Question 5

Paul is consolidating measurement reports representing public relations results in five countries. Paul has to be careful to avoid the many traps he could fall into on the interpretation and reporting of data. Which of the following is not one of those potential traps?
A) Not including all channels in the analyses to make the public relations results look better
B) Using images and graphics to present the data visually
C) Using AVEs and multipliers
D) Count news releases as coverage

Accepted Answer

Using images and graphics to present data visually is not a trap; it's a common and effective way to make data more accessible and understandable. The other options (A, C, D) represent common pitfalls in reporting and interpreting PR results, such as selective reporting, relying on questionable metrics like AVEs, and equating news releases with actual coverage.

Quiz 8: Evaluation

____________ in research means that researchers are open and not secretive about their methods. For example, if Harris says a campaign generated 100 million media impressions, he should be open about how he calculated that figure.

Arnon is frustrated because he keeps running an experiment to determine the best times of day to run his online ads. But he keeps getting different results every time he runs the same test. Arnon's research lacks __________.

Tina McCorkindale, president and CEO of the Institute for Public Relations, says measurement should always operate from ____________. She said you should think about the question you want to answer and then use technology to help answer it.

_________ are computer programs that automatically send unsolicited emails, post comments in online forums, or inflate numbers for comments and followers.

Paul is consolidating measurement reports representing public relations results in five countries. Paul has to be careful to avoid the many traps he could fall into on the interpretation and reporting of data. Which of the following is not one of those potential traps?