Deck 4: Public Relations Research

Question 1

--------is an encompassing and multidimensional field that uses mathematics, statistics, predictive modeling, and machine-learning techniques to find meaningful patterns in recorded data.

A) Focus group research
B) Analytics
C) Interviewing
D) Sampling
E) Census data.

Answer 1

Analytics

Question 2

What gives us accurate results and assure what the researcher intends to measure is actually measured?

A) Internal validity
B) External validity
C) Survey research
D) Focus group research
E) Generalizability.

Answer 2

Internal validity

Question 3

What is another term for external validity?

A) Internal validity
B) Concurrent validity
C) Survey research
D) Focus group research
E) Generalizability.

Answer 3

Generalizability.

Question 4

----------data come from a sample or small representative group of a public and thus are subject to statistical analysis.

A) External
B) Internal
C) Sample
D) Census
E) None of the above.

Question 5

--------data are information derived from an entire public or population.

A) External
B) Internal
C) Sample
D) Census
E) None of the above.

Question 6

In general, what does research do for public relations?

A) Public relations research reduces uncertainty and increases predictability
B) Public relations research increases uncertainty and increases predictability
C) Public relations research increases uncertainty and decreases predictability
D) Public relations research reduces certainty and decreases predictability
E) Public relations research reduces uncertainty and increases unpredictability.

Question 7

A --------design is the strategy and plan that specifies the methods for collecting and analyzing data.

A) Structural
B) Content analysis
C) Study
D) Sociological
E) None of the above.

Question 8

----------are questionnaires that are given to people to complete in order to measure something.

A) Mobiles
B) Skin responses
C) fMRIs
D) Surveys
E) None of the above.

Question 9

At least what percentage of a population is required in order to consider the data to be census level?

A) 100%
B) 75%
C) 25%
D) 90%
E) 50%.

Question 10

--------- is something measurable that changes or varies such as age, attitude, belief, or some behavior.

A) Variable
B) Idea
C) Census
D) Datum
E) Hypothesis.