Question 1

A researcher using the participant observation approach should do which of the following?

Accepted Answer

A) be as unobtrusive as possible 
B) be as subjective as possible 
C) ask open-ended questions 
D) make on-site interpretations 
A) be as unobtrusive as possible 
B) be as subjective as possible 
C) ask open-ended questions 
D) make on-site interpretations A

Question 2

The spiral of silence theory asserts that a new idea must pass through a sequential process with a public before it is adopted.

Accepted Answer

A) True 
 B)False  False

Question 3

When beginning the PR process,a PR professional needs to research various factors about the client organization before developing a campaign.In a brief essay,discuss the type of information that needs to be gathered.Your response should address such topics such as the organization's background,messaging,issues,and publics.

Accepted Answer

When researching the client organization,you need to have good knowledge of its business,the publics it serves,its competition,and the current state of the industry.A communication analysis involves the collection and evaluation of relevant external public messaging about the organization (including from mainstream and specialized sources,and social media content),as well as that produced by the organization itself (internal messaging,such as press releases,newsletters,websites,etc.).An issue analysis helps you to understand the organization's current situation,its relationship with its publics and communities,and how it may be unique in any way.Consider both internal (e.g.employees)and external (e.g.customers)publics,identify and describe the primary public,and then those publics of secondary and tertiary importance.These are the targets your PR campaign should consider when planning.Know what their relationships are with the organization,and what their knowledge,attitudes,and behaviors are concerning the organization and / or the issue at hand.

Question 4

Identify the steps of the ROPES process.Which step is critical throughout the entire PR campaign process?

Accepted Answer

The steps in the ROPES model a

Question 5

Primary research involves gathering information yourself,while secondary research involves gathering information collected by others.

Accepted Answer

A) True 
 B)False

Question 6

Which research method collects quantitative information and requires a structured coding system?

Accepted Answer

A) content analysis 
B) focus group 
C) depth interview 
D) online survey 
A) content analysis 
B) focus group 
C) depth interview 
D) online survey

Question 7

What is the difference between a commonsense theory,a working theory,and a scholarly theory?

Accepted Answer

A commonsense theory involves trying to

Question 8

Focus group research is a very common method for PR.What occurs during a focus group? What role does the moderator play? What are the benefits and drawbacks of focus group research?

Accepted Answer

A focus group is essentially a collectiv

Question 9

Which management theory involves building long-term relationships with strategic publics through two-way symmetrical communication programs?

Accepted Answer

A) principles of influence theory 
B) inoculation theory 
C) image restoration theory 
D) excellence theory 
A) principles of influence theory 
B) inoculation theory 
C) image restoration theory 
D) excellence theory

Question 10

Vince,a PR professional,has been hired by Rialto Theatres to develop a PR campaign.As part of his research,Vince attends movies at different Rialto locations and times to gain an understanding of what consumers encounter and how they behave.Which research method is Vince using?

Accepted Answer

A) focus group observation 
B) participant observation 
C) content analysis 
D) in-person survey 
A) focus group observation 
B) participant observation 
C) content analysis 
D) in-person survey

Question 11

Which of the following asserts that people tend to refrain from expressing opinions that differ from the majority viewpoint?

Accepted Answer

A) spiral of silence theory 
B) principles of influence theory 
C) diffusion of innovations theory 
D) uses and gratification theory 
A) spiral of silence theory 
B) principles of influence theory 
C) diffusion of innovations theory 
D) uses and gratification theory

Question 12

What is a direct benefit of starting the PR process with research?

Accepted Answer

A) improving understanding of the situation 
B) tracking the components of the campaign 
C) ensuring that the audience receives the message 
D) developing positive relationships with key publics 
A) improving understanding of the situation 
B) tracking the components of the campaign 
C) ensuring that the audience receives the message 
D) developing positive relationships with key publics

Question 13

Professional research findings should accomplish which of the following?

Accepted Answer

A) demonstrate the value of the data 
B) indicate desirable future outcomes 
C) apply to numerous business activities 
D) make comparisons to competitors 
A) demonstrate the value of the data 
B) indicate desirable future outcomes 
C) apply to numerous business activities 
D) make comparisons to competitors

Question 14

What is the basis for commonsense theories?

Accepted Answer

A) agreed-upon methods 
B) systematic research 
C) focus group observations 
D) previous experiences 
A) agreed-upon methods 
B) systematic research 
C) focus group observations 
D) previous experiences

Question 15

According to ELM,persuasive messages that people receive through the central route are based on mental shortcuts.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following involves a researcher and a participant having a one-on-one conversation?

Accepted Answer

A) focus group 
B) participant observation 
C) depth interview 
D) participant survey 
A) focus group 
B) participant observation 
C) depth interview 
D) participant survey

Question 17

Which of the following is recommended when reporting research results?

Accepted Answer

A) Use terminology appropriately and precisely. 
B) Keep industry standards as a constant baseline. 
C) Compare PR value to advertising value. 
D) Equate PR results with attitude changes. 
A) Use terminology appropriately and precisely. 
B) Keep industry standards as a constant baseline. 
C) Compare PR value to advertising value. 
D) Equate PR results with attitude changes.

Question 18

What role does a moderator play in focus group research?

Accepted Answer

A) interpreting group findings 
B) transcribing responses 
C) guiding the conversation 
D) creating questionnaires 
A) interpreting group findings 
B) transcribing responses 
C) guiding the conversation 
D) creating questionnaires

Question 19

The participant observation approach requires a researcher to make and record objective observations of focus group participants.

Accepted Answer

A) True 
 B)False

Question 20

What is a drawback of gathering research through depth interviews?

Accepted Answer

A) Coding systems are costly. 
B) Significant time is required. 
C) Questions lack flexibility. 
D) Moderators must be trained. 
A) Coding systems are costly. 
B) Significant time is required. 
C) Questions lack flexibility. 
D) Moderators must be trained.

A researcher using the participant observation approach should do which of the following?

The spiral of silence theory asserts that a new idea must pass through a sequential process with a public before it is adopted.

Identify the steps of the ROPES process.Which step is critical throughout the entire PR campaign process?

Primary research involves gathering information yourself,while secondary research involves gathering information collected by others.

Which research method collects quantitative information and requires a structured coding system?

What is the difference between a commonsense theory,a working theory,and a scholarly theory?

Focus group research is a very common method for PR.What occurs during a focus group? What role does the moderator play? What are the benefits and drawbacks of focus group research?

Which management theory involves building long-term relationships with strategic publics through two-way symmetrical communication programs?

Vince,a PR professional,has been hired by Rialto Theatres to develop a PR campaign.As part of his research,Vince attends movies at different Rialto locations and times to gain an understanding of what consumers encounter and how they behave.Which research method is Vince using?

Which of the following asserts that people tend to refrain from expressing opinions that differ from the majority viewpoint?

What is a direct benefit of starting the PR process with research?

Professional research findings should accomplish which of the following?

What is the basis for commonsense theories?

According to ELM,persuasive messages that people receive through the central route are based on mental shortcuts.

Which of the following involves a researcher and a participant having a one-on-one conversation?

Which of the following is recommended when reporting research results?

What role does a moderator play in focus group research?

The participant observation approach requires a researcher to make and record objective observations of focus group participants.

What is a drawback of gathering research through depth interviews?

What Is Public Relations

The History of Modern Public Relations

Ethics and Law in Public Relations

Implement Your Strategic PR- CSR Plan

Pr Writing: Persuasive and Audience-Focused

Media Relations in a Digital World

Social Media and Emerging Technologies

Corporate Social Responsibility and Community Relations

Employee Relations, corporate Culture, and Social Responsibility

Corporate Communication and Reputation Management

Issues Management and Crisis Communication

Sports, tourism, and Entertainment

Public Relations in Grassroots Organizations

Public Affairs, government Relations, and Political Communications

Global Public Relations and Public Diplomacy

Filters

Exam 4: Foundations in PR: Research and Theory

A researcher using the participant observation approach should do which of the following?

The spiral of silence theory asserts that a new idea must pass through a sequential process with a public before it is adopted.

Identify the steps of the ROPES process.Which step is critical throughout the entire PR campaign process?

Primary research involves gathering information yourself,while secondary research involves gathering information collected by others.

Which research method collects quantitative information and requires a structured coding system?

What is the difference between a commonsense theory,a working theory,and a scholarly theory?

Focus group research is a very common method for PR.What occurs during a focus group? What role does the moderator play? What are the benefits and drawbacks of focus group research?

Which management theory involves building long-term relationships with strategic publics through two-way symmetrical communication programs?

Vince,a PR professional,has been hired by Rialto Theatres to develop a PR campaign.As part of his research,Vince attends movies at different Rialto locations and times to gain an understanding of what consumers encounter and how they behave.Which research method is Vince using?

Which of the following asserts that people tend to refrain from expressing opinions that differ from the majority viewpoint?

What is a direct benefit of starting the PR process with research?

Professional research findings should accomplish which of the following?

What is the basis for commonsense theories?

According to ELM,persuasive messages that people receive through the central route are based on mental shortcuts.

Which of the following involves a researcher and a participant having a one-on-one conversation?

Which of the following is recommended when reporting research results?

What role does a moderator play in focus group research?

The participant observation approach requires a researcher to make and record objective observations of focus group participants.

What is a drawback of gathering research through depth interviews?

What Is Public Relations

The History of Modern Public Relations

Ethics and Law in Public Relations

Implement Your Strategic PR- CSR Plan

Pr Writing: Persuasive and Audience-Focused

Media Relations in a Digital World

Social Media and Emerging Technologies

Corporate Social Responsibility and Community Relations

Employee Relations, corporate Culture, and Social Responsibility

Corporate Communication and Reputation Management

Issues Management and Crisis Communication

Sports, tourism, and Entertainment

Public Relations in Grassroots Organizations

Public Affairs, government Relations, and Political Communications

Global Public Relations and Public Diplomacy

Filters