Exam 5: Research

The _______________ is not only used at the beginning of a public relations plan, but also in case studies and write-ups for competitions and awards.

Marcus needs to better understand why college students decide to donate blood. Through his research, he found that 25 percent of students had considered donating, 45 percent were undecided, and 30 percent had never heard about it. What type of research did Marcus likely conduct to gain this data?

The PR acronym of RPIE refers to the four-step process of ________________, planning, implementing, and evaluating programs.

The University of Oregon's __________ describes its aspirations and a desired end-state: "We aspire to be a preeminent and innovative public research university… We seek to enrich the human condition…"

The ______________ captures the essence of the situation and determines the scope and value of the proposed plan. Therefore, it may be one of the most carefully constructed written works in public relations.

Interviews, focus groups, and direct observation are examples of ____________ research.

The content analysis research technique essentially involves ____________.

Gregory is traveling to Europe. At the airport, his bag is weighed to verify it is less than 50 pounds. Then the bag goes on a conveyer belt to pass through X-ray machines and past bomb-sniffing dogs. The ultimate goal of this second measure is to ensure that the contents of checked baggage are safe. What is the accuracy of the desired measurement trying to determine?

A __________ is a formal explanation of an organization's steady, enduring purpose.

__________ is when you have reached an end or stopping point in your campaign and you want to answer the question, "Did it work?"

Abigail surveyed a sample of people who had read and commented on blogs posted by people who worked at Microsoft and found that more than 30% of the commenters also worked at Microsoft. This is an example of blogs that were clearly channels for __________.

___________ is the idea that Internet service providers (ISPs) should allow all Internet users equal access to content, without giving some content providers a fast lane or slowing or blocking other content providers.

Jayleen starts her research by looking at ___________, specifically, website traffic and resulting behavior, so she can ultimately improve how her organization is communicating with publics.

Researchers at East Tennessee State University wanted to test their prediction that offering incentives would encourage donations. The team designed an experiment where members of the "treatment group" were offered a lottery ticket if they donated. Members of the _________ were offered no special incentive.

Research on ____________ answers questions about like how old your public is or where they live. Research on _____________ answers questions about variables such as their personality types or political affiliations.

When developing her public relations plan, Rhonda knows it is important to research and understand the internal factors that will help her client reach its goals. It is also equally important to learn about the internal ___________ that will make it harder for her organization to do what it wants to do.

When research comes at the beginning of the planning process or during the implementation of a plan, it is known as __________.

Monica is gathering data for a client's blood drive. She collects demographic statistics on blood donors in the area, the number of e-mail accounts that have received an invitation, and the number of people who respond to a Facebook invitation. The data she is gathering are known as ___________ research.

Audience data from services like Nielsen TV ratings, responses to radio promotions, coupon codes from print ads, or traffic data from web pages can all be useful in researching ______________ publics.

According to public relations scholars Shannon Bowen and Don Stacks, a primary weakness of utilitarian ethics is that the person who applies them can use them to ___________.