Question 1

A major advantage of obtaining data from the outside is that it won't cost much money.

Accepted Answer

A) True 
 B)False  False

Question 2

What is the biggest difference between formal and informal research?

Accepted Answer

A)   Formal research uses the scientific method.
B)   Informal research is considered to be secondary.
C)   Formal research comes earlier in the process.
D)   Informal research requires IRB approval at universities. A

Question 3

The research acronym "EBP" stands for ______.

Accepted Answer

A)   everybody participates
B)   enter baseline pixels
C)   exceptions by proxy
D)   evidence-based practices D

Question 4

Suppose that you work with the Centers for Disease Control (CDC) and are launching a food safety campaign. Before starting, you want to test the impact of several different messaging approaches. Would you choose to conduct qualitative or quantitative research? Which technique might you use and why?

Accepted Answer

The answer of Suppose that you work with the Centers...

Question 5

Qualitative research allows us to explore cause and effect.

Accepted Answer

A) True 
 B)False

Question 6

Of the following research techniques, which one is best suited to a qualitative study?

Accepted Answer

A)   double-blind panel
B)   Likert-scale questionnaire
C)   focus groups
D)   numerical ranking tests

Question 7

Evidence-based practices use research and evidence to ______.

Accepted Answer

A)   separate facts from opinions
B)   balance campaign budgets
C)   tie together all parties
D)   eliminate competing products

Question 8

The concept of ethics cannot be separated from the process of research.

Accepted Answer

A) True 
 B)False

Question 9

In the realm of social media research, listening enables us to report on our success.

Accepted Answer

A) True 
 B)False

Question 10

Secondary research is usually conducted ______.

Accepted Answer

A)   at midpoint
B)   first
C)   rarely
D)   last

Question 11

While the ability to conduct research is important, it is not a top skill expected of PR practitioners.

Accepted Answer

A) True 
 B)False

Question 12

If Purina wanted to create a persona for their ideal consumer, they would base it on ______.

Accepted Answer

A)   demographics and psychographics
B)   internal feedback and external trials
C)   focus groups of satisfied customers
D)   a contest among dedicated dog owners

Question 13

If you were working with a client to explore initial ideas for a major campaign, why would informal research make sense? Provide an example of informal research.

Accepted Answer

The answer of If you were working with a client...

Question 14

If you ask, "Why do Generation Z members prefer to engage in business online?", you are looking for a cause-and-effect relationship.

Accepted Answer

A) True 
 B)False

Question 15

From a PR career standpoint, what advantages do research skills give you over your competitors?

Accepted Answer

A)   technical skill and speed
B)   simplicity and lower prices
C)   speed and wisdom
D)   effectiveness and marketability

Question 16

You are a manager with a major public relations agency. Your boss has asked you to lead a training session on best research practices for a group of new employees. What would be some of your major talking points?

Accepted Answer

The answer of You are a manager with a major...

Question 17

Which of the following terms apply to evidence-based practices?

Accepted Answer

A)   bottom-up, client-focused, customized
B)   creative, strategy-driven, best practices
C)   top-down, dollar-driven, one-size-fits-all
D)   digging, diligence, detective work

Question 18

Research is a scientific endeavor, not a creative one.

Accepted Answer

A) True 
 B)False

Question 19

On a research team, it is not important to determine roles since it is a democratic process.

Accepted Answer

A) True 
 B)False

Question 20

To learn about how members relate to one another in social media communities, which research approach would you choose?

Accepted Answer

A)   social likeability scales
B)   focus group debriefing
C)   social network analysis
D)   neuromarketing research

Exam 5: Research and Evidence-Based Practices

A major advantage of obtaining data from the outside is that it won't cost much money.

What is the biggest difference between formal and informal research?

The research acronym "EBP" stands for ______.

Suppose that you work with the Centers for Disease Control (CDC) and are launching a food safety campaign. Before starting, you want to test the impact of several different messaging approaches. Would you choose to conduct qualitative or quantitative research? Which technique might you use and why?

Qualitative research allows us to explore cause and effect.

Of the following research techniques, which one is best suited to a qualitative study?

Evidence-based practices use research and evidence to ______.

The concept of ethics cannot be separated from the process of research.

In the realm of social media research, listening enables us to report on our success.

Secondary research is usually conducted ______.

While the ability to conduct research is important, it is not a top skill expected of PR practitioners.

If Purina wanted to create a persona for their ideal consumer, they would base it on ______.

If you were working with a client to explore initial ideas for a major campaign, why would informal research make sense? Provide an example of informal research.

If you ask, "Why do Generation Z members prefer to engage in business online?", you are looking for a cause-and-effect relationship.

From a PR career standpoint, what advantages do research skills give you over your competitors?

You are a manager with a major public relations agency. Your boss has asked you to lead a training session on best research practices for a group of new employees. What would be some of your major talking points?

Which of the following terms apply to evidence-based practices?

Research is a scientific endeavor, not a creative one.

On a research team, it is not important to determine roles since it is a democratic process.

To learn about how members relate to one another in social media communities, which research approach would you choose?