Question 1

The most precise random sampling is usually done from:

Accepted Answer

A)  lists that give the name of everyone in the targeted audience. 
B)  specialized public relations firms. 
C)  federal government agencies. 
D)  impetus from exploratory focus groups. 
E)  precision content analysis. 
A)  lists that give the name of everyone in the targeted audience. 
B)  specialized public relations firms. 
C)  federal government agencies. 
D)  impetus from exploratory focus groups. 
E)  precision content analysis. A

Question 2

The systematic and objective categorizing of content is known as:

Accepted Answer

A)  intercept surveys. 
B)  focus groups. 
C)  content analysis. 
D)  marketing research. 
E)  none of the above. 
A)  intercept surveys. 
B)  focus groups. 
C)  content analysis. 
D)  marketing research. 
E)  none of the above. C

Question 3

Qualitative research usually produces "hard" data.

Accepted Answer

A) True 
 B)False  False

Question 4

Copy testing can help an organization to better understand whether its material is targeted to the correct audience.

Accepted Answer

A) True 
 B)False

Question 5

Public relations professional Lisa Eggerton of RSCG Magnet says, "Research gives context in which to talk about product." What does this quote mean?

Accepted Answer

A)  Research findings can be used to substantiate hunches about a product. 
B)  In the minds of consumers, research adds credibility to a product. 
C)  Armed with research findings, a company can claim whatever it wants. 
D)  Both A and B. 
E)  None of the above. 
A)  Research findings can be used to substantiate hunches about a product. 
B)  In the minds of consumers, research adds credibility to a product. 
C)  Armed with research findings, a company can claim whatever it wants. 
D)  Both A and B. 
E)  None of the above.

Question 6

As practitioners move away from "seat-of-the-pants" practices, they must:

Accepted Answer

A)  abandon the notion that communication is an end in itself. 
B)  consider realistically the kinds of affects programs can achieve. 
C)  also move away from consulting top management frequently. 
D)  Both A and B. 
E)  All of the above. 
A)  abandon the notion that communication is an end in itself. 
B)  consider realistically the kinds of affects programs can achieve. 
C)  also move away from consulting top management frequently. 
D)  Both A and B. 
E)  All of the above.

Question 7

Why is an accurate situation analysis critical for successful public relations campaign? Describe the relationship between the situation analysis and the other seven elements of public relations plan.

Accepted Answer

Public relations professionals cannot se

Question 8

List five measureable informational and/or motivational objectives you have for yourself.They can include college, career, personal goals, etc.Cite specific tactics you plan to use to achieve those objectives.How will success be measured?

Accepted Answer

Answers will vary. Student answers shoul

Question 9

Public relations professionals use research for which of the following reasons?

Accepted Answer

A)  achieving credibility with management 
B)  defining audiences and segmenting publics 
C)  formulating strategy 
D)  testing messages 
E)  all of the above 
A)  achieving credibility with management 
B)  defining audiences and segmenting publics 
C)  formulating strategy 
D)  testing messages 
E)  all of the above

Question 10

Which of the following situations do not prompt the need for public relations program?

Accepted Answer

A)  Management believes a program is needed. 
B)  Loss of market share and declining sales. 
C)  Specific one-time events. 
D)  The need to preserve and develop public support. 
E)  Research identifies a need for a program. 
A)  Management believes a program is needed. 
B)  Loss of market share and declining sales. 
C)  Specific one-time events. 
D)  The need to preserve and develop public support. 
E)  Research identifies a need for a program.

Question 11

Which is NOT an element of Ketchum's Strategic Planning Model?

Accepted Answer

A)  facts 
B)  goals 
C)  audience 
D)  outcomes 
E)  key message 
A)  facts 
B)  goals 
C)  audience 
D)  outcomes 
E)  key message

Question 12

Using "piggyback survey," an organization might place one or two questions into national poll sponsored by someone else.

Accepted Answer

A) True 
 B)False

Question 13

All public relations objectives are "motivational."

Accepted Answer

A) True 
 B)False

Question 14

Tactics use the tools of communication to reach audiences with key messages.

Accepted Answer

A) True 
 B)False

Question 15

The use of existing information in books, articles, and electronic databases is known as:

Accepted Answer

A)  primary research 
B)  qualitative research 
C)  summative research 
D)  secondary research 
E)  professional research 
A)  primary research 
B)  qualitative research 
C)  summative research 
D)  secondary research 
E)  professional research

Question 16

The evaluation element of plan relates directly back to the objectives of the plan.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is not true about public relations objectives?

Accepted Answer

A)  They should be defined as the "means" rather than the "ends." 
B)  They can be motivational or informational. 
C)  They should complement and reinforce organizational objectives. 
D)  They should be measureable. 
E)  all of the above are true. 
A)  They should be defined as the "means" rather than the "ends." 
B)  They can be motivational or informational. 
C)  They should complement and reinforce organizational objectives. 
D)  They should be measureable. 
E)  all of the above are true.

Question 18

Which of the following is NOT an example of qualitative research?

Accepted Answer

A)  mail surveys 
B)  focus groups 
C)  in-depth interviews 
D)  observation 
E)  role-playing studies 
A)  mail surveys 
B)  focus groups 
C)  in-depth interviews 
D)  observation 
E)  role-playing studies

Question 19

Public relations practitioners use research to achieve credibility with management.

Accepted Answer

A) True 
 B)False

Question 20

Public relations firms use online databases for all of the following purposes EXCEPT:

Accepted Answer

A)  to research facts to support a proposed project. 
B)  to keep up-to-date with news about clients. 
C)  to track an organization's media campaigns. 
D)  to confirm proper news release format. 
E)  to keep management apprised of current business trends. 
A)  to research facts to support a proposed project. 
B)  to keep up-to-date with news about clients. 
C)  to track an organization's media campaigns. 
D)  to confirm proper news release format. 
E)  to keep management apprised of current business trends.

The most precise random sampling is usually done from:

The systematic and objective categorizing of content is known as:

Qualitative research usually produces "hard" data.

Copy testing can help an organization to better understand whether its material is targeted to the correct audience.

Public relations professional Lisa Eggerton of RSCG Magnet says, "Research gives context in which to talk about product." What does this quote mean?

As practitioners move away from "seat-of-the-pants" practices, they must:

Why is an accurate situation analysis critical for successful public relations campaign? Describe the relationship between the situation analysis and the other seven elements of public relations plan.

List five measureable informational and/or motivational objectives you have for yourself.They can include college, career, personal goals, etc.Cite specific tactics you plan to use to achieve those objectives.How will success be measured?

Public relations professionals use research for which of the following reasons?

Which of the following situations do not prompt the need for public relations program?

Which is NOT an element of Ketchum's Strategic Planning Model?

Using "piggyback survey," an organization might place one or two questions into national poll sponsored by someone else.

All public relations objectives are "motivational."

Tactics use the tools of communication to reach audiences with key messages.

The use of existing information in books, articles, and electronic databases is known as:

The evaluation element of plan relates directly back to the objectives of the plan.

Which of the following is not true about public relations objectives?

Which of the following is NOT an example of qualitative research?

Public relations practitioners use research to achieve credibility with management.

Public relations firms use online databases for all of the following purposes EXCEPT:

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Communication and Measurement

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Mass Media

The Internet and Social Media

Events and Promotions

Global Public Relations

Corporate Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

Filters

Exam 5: Research and Campaign Planning

The most precise random sampling is usually done from:

The systematic and objective categorizing of content is known as:

Qualitative research usually produces "hard" data.

Copy testing can help an organization to better understand whether its material is targeted to the correct audience.

Public relations professional Lisa Eggerton of RSCG Magnet says, "Research gives context in which to talk about product." What does this quote mean?

As practitioners move away from "seat-of-the-pants" practices, they must:

Why is an accurate situation analysis critical for successful public relations campaign? Describe the relationship between the situation analysis and the other seven elements of public relations plan.

List five measureable informational and/or motivational objectives you have for yourself.They can include college, career, personal goals, etc.Cite specific tactics you plan to use to achieve those objectives.How will success be measured?

Public relations professionals use research for which of the following reasons?

Which of the following situations do not prompt the need for public relations program?

Which is NOT an element of Ketchum's Strategic Planning Model?

Using "piggyback survey," an organization might place one or two questions into national poll sponsored by someone else.

All public relations objectives are "motivational."

Tactics use the tools of communication to reach audiences with key messages.

The use of existing information in books, articles, and electronic databases is known as:

The evaluation element of plan relates directly back to the objectives of the plan.

Which of the following is not true about public relations objectives?

Which of the following is NOT an example of qualitative research?

Public relations practitioners use research to achieve credibility with management.

Public relations firms use online databases for all of the following purposes EXCEPT:

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Communication and Measurement

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Mass Media

The Internet and Social Media

Events and Promotions

Global Public Relations

Corporate Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

Filters