Question 1

A commonsense theory is based on past experiences,stories,and observations.

Accepted Answer

A) True 
 B)False

Question 2

Marco,who works at a PR agency,needs to gather preliminary information before creating a PR campaign for a new client.Marco needs an inexpensive research method that will help him better understand his client's issues and consumer attitudes.Since Marco has a tight schedule,he needs a method that yields immediate findings.Which method would be most appropriate?

Accepted Answer

A) focus group 
B) content analysis 
C) digital analytics 
D) depth interview

Question 3

Which term refers to human communication designed to influence others by modifying their beliefs and behaviors?

Accepted Answer

A) engagement 
B) persuasion 
C) rhetoric 
D) discourse

Question 4

A celebrity is charged and jailed after driving under the influence and causing an accident.The celebrity hires a PR professional to develop a response to the situation.Which theory is most applicable for this situation?

Accepted Answer

A) excellence theory 
B) image restoration theory 
C) inoculation theory 
D) principles of influence theory

Question 5

Which of the following illustrates the flow of influence asserted by the two-step flow theory?

Accepted Answer

A) media -> publics -> spokespeople 
B) early adopters -> media -> publics 
C) publics -> media -> early adopters 
D) media -> early adopters -> publics

Question 6

Which of the following should occur prior to conducting research?

Accepted Answer

A) providing a general idea of how results will be reported 
B) using industry standards as the automatic baseline 
C) gathering supporting secondary documentation 
D) establishing baselines for measuring results

Question 7

Which of the following involves gathering information by distributing surveys or interviewing focus groups?

Accepted Answer

A) data mining 
B) secondary research 
C) content analysis 
D) primary research

Question 8

According to the agenda-setting theory,which of the following serves as the main gatekeeper of information?

Accepted Answer

A) corporations 
B) media 
C) early adopters 
D) government

Question 9

Depth interviews are useful when seeking responses from participants about sensitive issues.

Accepted Answer

A) True 
 B)False

Question 10

According to the two-step flow theory,the media influence early adopters who then influence certain groups of publics.

Accepted Answer

A) True 
 B)False

Question 11

Why are surveys one of the most common methods used in PR research? What are the advantages and disadvantages of using surveys?

Accepted Answer

The answer of Why are surveys one of the most...

Question 12

Which of the following questions should be answered by a communications analysis?

Accepted Answer

A) What is the organization's primary competition? 
B) What market position does the organization hold? 
C) What is the organization's reputation and image? 
D) What challenges is the organization facing?

Question 13

Which of the following is a qualitative research method?

Accepted Answer

A) customer survey 
B) content analysis 
C) digital analytics 
D) participant observation

Question 14

Which of the following involves gathering existing information?

Accepted Answer

A) quantitative research 
B) secondary research 
C) preliminary research 
D) primary research

Question 15

Which of the following is asserted by agenda-setting theory?

Accepted Answer

A) Media content is user-created without the input of gatekeepers. 
B) Advertisers determine what the media should cover and when. 
C) The public drives media coverage of stories it views as important. 
D) The media determine what stories are important for the public and why.

Question 16

Which of the following is a characteristic of an effective research method?

Accepted Answer

A) detailed links between outputs and outcomes 
B) clearly defined respondent samples 
C) specific data that shows business impact 
D) fully transparent data and results

Question 17

Which of the following involves collecting and organizing data from social media platforms about user activities and trends?

Accepted Answer

A) rhetorical analysis 
B) digital analytics 
C) online surveys 
D) content coding

Question 18

What is the benefit of using digital analytics during the research phase of a PR campaign?

Accepted Answer

The answer of What is the benefit of using digital...

Question 19

Which of the following is an assertion of ELM?

Accepted Answer

A) Most messages are processed through the central route. 
B) Peripheral route processing is based on reflection. 
C) Long-lasting change occurs through the peripheral route. 
D) Central route processing is based on active thinking.

Question 20

Which of the following is essential when applying the uses and gratification theory?

Accepted Answer

A) identifying the needs and most appropriate media for a target public 
B) ensuring that multiple publics will evaluate and then try a product 
C) determining the best method for drawing out the opinions of all publics 
D) understanding the needs and opinions of opinion leaders and influencers

Exam 4: Foundations in PR: Research and Theory

A commonsense theory is based on past experiences,stories,and observations.

Which term refers to human communication designed to influence others by modifying their beliefs and behaviors?

A celebrity is charged and jailed after driving under the influence and causing an accident.The celebrity hires a PR professional to develop a response to the situation.Which theory is most applicable for this situation?

Which of the following illustrates the flow of influence asserted by the two-step flow theory?

Which of the following should occur prior to conducting research?

Which of the following involves gathering information by distributing surveys or interviewing focus groups?

According to the agenda-setting theory,which of the following serves as the main gatekeeper of information?

Depth interviews are useful when seeking responses from participants about sensitive issues.

According to the two-step flow theory,the media influence early adopters who then influence certain groups of publics.

Why are surveys one of the most common methods used in PR research? What are the advantages and disadvantages of using surveys?

Which of the following questions should be answered by a communications analysis?

Which of the following is a qualitative research method?

Which of the following involves gathering existing information?

Which of the following is asserted by agenda-setting theory?

Which of the following is a characteristic of an effective research method?

Which of the following involves collecting and organizing data from social media platforms about user activities and trends?

What is the benefit of using digital analytics during the research phase of a PR campaign?

Which of the following is an assertion of ELM?

Which of the following is essential when applying the uses and gratification theory?