Question 1

Content analysis can be time consuming.

Accepted Answer

A) True 
 B)False  True

Question 2

Which of the following is TRUE of content analyses?

Accepted Answer

A)  Content analyses is a very new and recent research method 
B)  It is a quantitative approach 
C)  Content analyses can be time consuming 
D)  Content in content analyses refers only to print medium 
A)  Content analyses is a very new and recent research method 
B)  It is a quantitative approach 
C)  Content analyses can be time consuming 
D)  Content in content analyses refers only to print medium C

Question 3

Which of the following is TRUE of content analysis?

Accepted Answer

A)  Content analyses are not time consuming. 
B)  Content analysis is a recent research technique 
C)  Content analyses are great for establishing cause-and-effect 
D)  Describes what is contained rather than why 
A)  Content analyses are not time consuming. 
B)  Content analysis is a recent research technique 
C)  Content analyses are great for establishing cause-and-effect 
D)  Describes what is contained rather than why D

Question 4

Content analyses help establish cause and effect relationships.

Accepted Answer

A) True 
 B)False

Question 5

Content analysis is both qualitative and quantitative in approach.

Accepted Answer

A) True 
 B)False

Question 6

List five advantages of content analysis.

Accepted Answer

1. Objectivity: Content analysis allows

Question 7

__________ is a term used to describe content analysis on social media.

Accepted Answer

A)  astroturfing 
B)  buzz monitoring 
C)  sentiment analysis 
D)  both (b) and (c) 
A)  astroturfing 
B)  buzz monitoring 
C)  sentiment analysis 
D)  both (b) and (c)

Question 8

All of the below are advantages of content analysis except:

Accepted Answer

A)  Helpful in summarizing large bodies of communication messages 
B)  Unobtrusive 
C)  Enables us to study historical movements & trends 
D)  Helpful in competitive analysis and in gauging how your ads and PR messages compare to your competition 
E)  Enable us to establish cause and effect 
A)  Helpful in summarizing large bodies of communication messages 
B)  Unobtrusive 
C)  Enables us to study historical movements & trends 
D)  Helpful in competitive analysis and in gauging how your ads and PR messages compare to your competition 
E)  Enable us to establish cause and effect

Question 9

Which of the following is a limitation of content analysis?

Accepted Answer

A)  Content analyses could be very time consuming. 
B)  An element of subjectivity involved 
C)  Cannot say anything about cause-and-effect 
D)  Describes what is contained rather than why 
E)  All of the above are limitations of content analysis 
A)  Content analyses could be very time consuming. 
B)  An element of subjectivity involved 
C)  Cannot say anything about cause-and-effect 
D)  Describes what is contained rather than why 
E)  All of the above are limitations of content analysis

Question 10

What are the steps to conduct content analysis?

Accepted Answer

Content analysis is a research method us

Question 11

Which of the following is a FALSE statement about content analysis?

Accepted Answer

A)  "Content" could be cartoons, movies, music, TV shows, interpersonal conversations, diaries, videogames or newspapers. 
B)  Content analyses are unobtrusive 
C)  Content analyses explain the cause and effect of media messages 
D)  They are helpful in summarizing large bodies of communication messages 
A)  "Content" could be cartoons, movies, music, TV shows, interpersonal conversations, diaries, videogames or newspapers. 
B)  Content analyses are unobtrusive 
C)  Content analyses explain the cause and effect of media messages 
D)  They are helpful in summarizing large bodies of communication messages

Question 12

__________ is a secondary source for content analysis of social media content.

Accepted Answer

A)  Arbitron 
B)  Scarborough 
C)  Audit Bureau of Circulation 
D)  Radian6 
A)  Arbitron 
B)  Scarborough 
C)  Audit Bureau of Circulation 
D)  Radian6

Question 13

Intercoder reliability is a measure of agreement among coders.

Accepted Answer

A) True 
 B)False

Question 14

__________ is a secondary source for content analysis of social media content.

Accepted Answer

A)  Arbitron 
B)  Scarborough 
C)  Audit Bureau of Circulation 
D)  TracX 
A)  Arbitron 
B)  Scarborough 
C)  Audit Bureau of Circulation 
D)  TracX

Question 15

Buzz monitoring is essentially content analysis of social media data.

Accepted Answer

A) True 
 B)False

Exam 11: Content Analysis

Content analysis can be time consuming.

Which of the following is TRUE of content analyses?

Which of the following is TRUE of content analysis?

Content analyses help establish cause and effect relationships.

Content analysis is both qualitative and quantitative in approach.

List five advantages of content analysis.

__________ is a term used to describe content analysis on social media.

All of the below are advantages of content analysis except:

Which of the following is a limitation of content analysis?

What are the steps to conduct content analysis?

Which of the following is a FALSE statement about content analysis?

__________ is a secondary source for content analysis of social media content.

Intercoder reliability is a measure of agreement among coders.

__________ is a secondary source for content analysis of social media content.

Buzz monitoring is essentially content analysis of social media data.

Needs for Research in Advertising and Public Relations

Some Research Deﬁnitions

Planning and Using Research

Designing Research

Introduction to Secondary Research

Syndicated Research

Online Resources

Other Useful Resources

Uses of Qualitative Research

Focus Groups

In-Depth Interviews

Other Qualitative Methods

How Qualitative Research Can Enhance Quantitative Research

Handling Qualitative Findings

Empirical Research: Survey Research

Sampling

Measuring Instruments

Question Wording

Interviewer Training

Obtaining Accurate Responses

Data Tabulation

Applications of Quantitative Research

Experimental Research

Experimental Approaches

Quasi-Experimental Research

Experimental Applications in Advertising and Public Relations

Historical and Legal Research and Critical Analysis

Handling Data

Scaling Techniques

Mapping Techniques

Statistics

Statistical Analytic Tools

Who Should Conduct Research

Applying Research to Advertising and Public Relations Situations

The Research Report

Ethics in Research

Filters