Deck 5: Research

Question 1

Strategic planning is a ____________.

A) Hit-and-miss process
B) Cyclical process
C) Linear process
D) Foolproof process

Answer 1

B

Question 2

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

A) Reviewing
B) Relating
C) Researching
D) Reporting

Answer 2

C

Question 3

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

A) Beginning research
B) Formative research
C) Starting research
D) Acquired research

Answer 3

B

Question 4

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

A) Lucid research
B) Required research
C) Summative research
D) Expository research

Question 5

__________ is a narrative presentation analyzing the internal and external environment of an organization and its publics as it relates to the start of a campaign or program.

A) Situation analysis
B) Scope of work
C) Executive summary
D) Memo of understanding

Question 6

Jacob's client is the faculty of a local college. He is using the SWOT method to structure his analysis. The letter "S" in SWOT stands for "strengths." What would be an example of a strength that would contribute to an effective analysis?

A) A record of faculty involvement in community organizations
B) A list of internal operational problems
C) A photo of the faculty in bathing suits
D) A convenience poll

Question 7

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

A) Summary statement
B) Mission statement
C) Profile statement
D) Special statement

Question 8

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 __________.

A) Nepotism
B) Both internal and external communication
C) Newsworthiness
D) Venting

Question 9

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.

A) Complex
B) Ineffective
C) Quantitative
D) Qualitative

Question 10

The content analysis research technique essentially involves ____________.

A) Opinion gathering
B) Database management
C) Analyzing how people feel
D) Counting and categorizing

Question 11

Douglas conducts a focus group to gather information about blood donations. A focus group is more effective if it is led by ______________.

A) The chief executive officer
B) Someone from human resources
C) A trained moderator
D) Group consensus

Question 12

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

A) Numerical
B) Qualitative
C) Quantitative
D) Person-to-person

Question 13

A PR firm in Chicago explores census data, reads market research reports, searches for blogs or news stories on the Web, or reviews research from past case studies to research trends in teen clothing. This type of research is an example of __________.

A) Public research
B) Secondary research
C) Primary research
D) Tertiary research

Question 14

The more carefully public relations strategists design research with clear rules and procedures for the collection and analysis of information, they are applying the principles of __________.

A) Informal research
B) Scientific research
C) Formal research
D) Strict research

Question 15

Jackie takes into account all the good and bad consequences of competing actions and determines which one does the most good and the least bad. She is now prepared to act ethically. This is an example of ____________.

A) Virtue ethics
B) Deontology
C) Ethics of care
D) Utilitarianism

Question 16

Successful planning in public relations begins, ends, and begins again, with ___________.

A) Budgets
B) Input
C) Problem statement
D) Research

Question 17

Walter pitched a few reporters on a news story idea, but they all declined to pursue it further. Based on their reaction, Walter decided to re-think his approach before he called any other reporters. What type of research did Walter conduct in this case?

A) Informal formative
B) Formal formative
C) Informal summative
D) Formal summative

Question 18

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.

A) Discovery
B) Research methods
C) Analytics
D) Demographics

Question 19

One way to differentiate between a campaign and an ongoing program is that _____________.

A) A program has a defined beginning and end, a campaign does not
B) A campaign has a defined beginning and end, a program does not
C) A program has a smaller research budget than a campaign
D) A campaign has a smaller research budget than a program

Question 20

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.

A) Market recap
B) Narrative presentation
C) Situation analysis
D) Executive summary

Question 21

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.

A) Problem or opportunity statement
B) Entry narrative
C) Summary statement
D) Business statement

Question 22

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.

A) Threats
B) Opportunities
C) Strengths
D) Weaknesses

Question 23

The ________ provides a framework to Kora, a public relations account supervisor, so she can see the factors that contribute to and inhibit her client's ability to achieve its goals or mission. ______________.

A) Content analysis
B) SWOT analysis
C) LOSS analysis
D) Situation analysis

Question 24

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…"

A) Vision statement
B) Mission statement
C) Problem statement
D) Opportunity statement

Question 25

Reid has reviewed his organization's webpage, publications, and archives to help better understand the current business climate and problem. However, Reid knows he needs to also understand the __________ to comprehend the full situation, including people and their behaviors.

A) Financial reports
B) Organizational culture
C) Organization's charter and bylaws
D) Social media account profiles

Question 26

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.

A) Latent
B) Active
C) Internal
D) External

Question 27

Good internal communication affects external communication because employees serve as brand advocates. But content meant for internal audiences can also be leaked externally, having a negative impact, as in the case of the leaked Amazon training video. The connection between internal and external communication can best be described as __________.

A) Opposite ends of the spectrum
B) Parallel but distinct
C) Perpendicular
D) Blurred lines

Question 28

James Grunig's _______ says that publics range from latent to aware to active based on their levels of involvement, problem recognition, and constraint recognition.

A) Conditional Theory of Publics
B) Conditional Theory of Practice
C) Situational Theory of Publics
D) Situational Theory of Practice

Question 29

___________ 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.

A) Net Mobility
B) Net Neutrality
C) Net Modality
D) Net Impartiality

Question 30

Ivanna enjoys unwinding after class by watching some of her favorite TV shows on Hulu. Lately, she has become angry in learning how her Internet Service Provider might slow down delivery of her shows. Ivanna writes multiple letters to her congressional representatives urging them to support an open Internet. How would you best describe Ivanna's situation as a "public?"

A) Latent
B) Aware
C) Attentive
D) Active

Question 31

Marco, a high-school teacher, has noticed some students vaping recently. Though he had read about underage vaping in the news, he never considered it a problem at his school. Now that he's seen it with his own eyes, Marco has become an _________ public.

A) Aware
B) Awake
C) Attentive
D) Active

Question 32

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.

A) Psychographics, stenographics
B) Demographics, psychographics
C) Psychographics, logographics
D) Demographics, stenographics

Question 33

Alessia is planning a community park clean up. She decides that young volunteers are really important, so she plans a campaign focused on high-school students. Alessia hopes parents and teachers might encourage participation, so she considers these groups as ___________.

A) Secondary publics
B) Primary publics
C) Tertiary publics
D) Latent publics

Question 34

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?

A) Focus Group
B) Interview
C) Survey
D) Intercept

Question 35

Rosa was frustrated about declining traffic to her client's web site. She bought online advertisements to bring people to the site. However, she wasn't sure what headline to use. She decided to use headline A on one ad, and headline B on a second ad. After one week, Rosa will switch all ads to the headline that brought the most people to her web site. How would you describe Rosa's research approach?

A) Informal
B) Experiment
C) Survey
D) Indirect observation

Question 36

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.

A) Experimental
B) Variable
C) Control
D) Standard

Question 37

Dana conducts a study of the age, sex, and race of people whom advertisers use in their ads. She looked at the ads shown in prime time on four major stations. This is an example of ____________.

A) Commerce analysis
B) Content analysis
C) Survey analysis
D) Profit analysis

Question 38

Carrie has conducted a content analysis of comments on her client's social media page. She found some underlying messages and themes in the communication that weren't explicitly expressed. How would you describe this type of content in research terms?

A) Subliminal
B) Latent
C) Repressed
D) Hidden

Question 39

Tesla Motors wanted to discover how people think and feel about their electric car that can drive itself. They formed a 12-person focus group composed of owners and nonowners of Tesla cars. This is an example of ___________ research.

A) Crowdsourcing
B) Qualitative
C) Quantitative
D) Word-of-mouth

Question 40

To better understand shopper behavior, researchers will walk the aisles at a grocery store, pretending to shop. The researchers will really be watching how people move through the store and select their products. This is an example of what kind of research?

A) Active observation
B) Latent observation
C) Participant observation
D) Nonparticipant observation

Question 41

Though she found reviewing existing studies and research helpful in understanding general themes, Nala knew that to design her own effective communication plan, she needed to tailor some research more specifically. Therefore, Nala embarked on conducting __________ research.

A) Parameter
B) Variable
C) Primary
D) Secondary

Question 42

Tyson developed a coding system to measure the quality of news coverage his client earns. For each article, Tyson awards points based on his coding system, for example, three points if his client is in the headline, or two points if the article includes a quote from his client. Tyson uses the same criteria for scoring every article for a full year to measure the quality of coverage overall. By using the same coding system, Tyson can ensure his content analysis is _________.

A) Reliable
B) Valid
C) Constructive
D) Efficient

Question 43

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) Validity
B) Reliability
C) Incompetence
D) Weight

Question 44

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 ___________.

A) Fail to see the pros and cons of a particular decision
B) Sanction spending money on the wrong projects
C) Justify decisions that favor good personal outcomes, not good outcomes for the public interest
D) Bend the rules to accomplish ulterior motives

Question 45

Carly, a PR practitioner, is assigned the task of analyzing the debate over whether to raise the minimum wage. She will select an ethical course of action by determining which actions will have the best consequences. One side says raising the minimum wage will cost jobs, whereas the other side says not raising it keeps many workers under the poverty level. What dilemma does she face?

A) Determining the most ethical answer can be difficult
B) Getting all employers to pay all employees the same wage
C) How to eliminate the minimum wage
D) Convincing both sides to let the marketplace sort it out