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?

Accepted Answer

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

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

Which statement refers to true evaluation research?

Accepted Answer

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 
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 5

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

Accepted Answer

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" 
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"

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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 
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 8

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

Accepted Answer

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 
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 9

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

Accepted Answer

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 
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 10

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

Accepted Answer

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

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

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 
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 13

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

Accepted Answer

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 
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 14

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

Accepted Answer

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. 
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.

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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 
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

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

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

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

Which statement refers to true evaluation research?

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

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

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

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

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

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

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

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

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

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

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

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

Introduction to Contemporary Public Relations

Practitioners of Public Relations

Organizational Settings

Historical Origins and Evolution

Professionalism and Ethics

Legal Considerations

Theoretical Underpinnings: Adjustment and Adaptation

Communication Theories and Contexts

Internal Relations and Employee Communication

External Media and Media Relations

Step One: Defining Public Relations Problems

Step Two: Planning and Programming

Step Three: Taking Action and Communicating

Business and Industry

Government and Politics

Military Public Affairs

Nonprofits and Nongovernmental Organizations

Health Care

Education

Associations and Unions

Filters

Exam 14: Step Four: Evaluating the Program

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

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

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

Which statement refers to true evaluation research?

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

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

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

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

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

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

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

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

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

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

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

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

Introduction to Contemporary Public Relations

Practitioners of Public Relations

Organizational Settings

Historical Origins and Evolution

Professionalism and Ethics

Legal Considerations

Theoretical Underpinnings: Adjustment and Adaptation

Communication Theories and Contexts

Internal Relations and Employee Communication

External Media and Media Relations

Step One: Defining Public Relations Problems

Step Two: Planning and Programming

Step Three: Taking Action and Communicating

Business and Industry

Government and Politics

Military Public Affairs

Nonprofits and Nongovernmental Organizations

Health Care

Education

Associations and Unions

Filters