MKTG 123 - Chapter 8

Chapter 8 practice for exam 2

What is the essential first step in every public relations assignment?

A. Budgeting
B. Implementation
C. Research
D. Evaluation

C. Research

Which of these is NOT a component used to measure public relations effectiveness?

A. Outputs
B. Outtakes
C. Outcomes
D. Outlines

D. Outlines

Applied research in public relations primarily aims to:

A. Build abstract theories
B. Solve practical problems
C. Develop new sampling techniques
D. Monitor only online media

B. Solve practical problems

Theoretical research in public relations is primarily characterized by being:

A. Practical and immediate
B. Abstract and conceptual
C. Limited to web monitoring
D. Strictly evaluative

B. Abstract and conceptual

Secondary research is also known as:

A. Field research
B. Applied research
C. Desk research
D. Primary research

C. Desk research

Which method is considered the foundation of modern social science research?

A. Surveys
B. Interviews
C. Observation
D. Focus groups

C. Observation

Which sampling technique ensures every member has an equal and independent chance of selection?

A. Convenience sampling
B. Simple random sampling
C. Quota sampling
D. Volunteer sampling

B. Simple random sampling

What type of research helps determine whether a public relations program achieved its goals?

A. Strategic
B. Applied
C. Evaluative
D. Theoretical

C. Evaluative

What kind of survey offers a snapshot of a current situation or condition?

A. Exploratory
B. Descriptive
C. Evaluative
D. Predictive

B. Descriptive

Which of the following is a nonrandom sampling method?

A. Systematic sampling
B. Stratified sampling
C. Cluster sampling
D. Convenience sampling

D. Convenience sampling

Which is NOT a recommended guideline for questionnaires?

A. Keep it short
B. Use structured questions
C. Use fancy and technical terms
D. Pretest your questionnaire

C. Use fancy and technical terms

What type of interview targets opinion leaders specifically?

A. Intercept interview
B. Drop-off interview
C. Delphi panel
D. Telephone interview

C. Delphi panel

Which of the following research techniques is unobtrusive?

A. Surveys
B. Interviews
C. Content analysis
D. Focus groups

C. Content analysis

What is the goal of communications audits in public relations research?

A. To measure company profits
B. To analyze relationships and communication effectiveness
C. To evaluate theoretical frameworks
D. To create new public messages

B. To analyze relationships and communication effectiveness

Online research in public relations includes monitoring:

A. Unique visitors
B. Weather conditions
C. Employee attendance
D. Office productivity

A. Unique visitors

Which term refers to improving a website’s visibility on search engines?

A. Web Auditing
B. Communications auditing
C. Search Engine Optimization
D. Data mining

C. Search Engine Optimization

Which of the following is a metric for measuring social media effectiveness?

A. Budget expenditure
B. Blogger outreach
C. Number of emails sent
D. Employee turnover rate

B. Blogger outreach

In public relations research, outcomes evaluation typically measures:

A. Employee satisfaction
B. Message retention and action
C. Company profitability
D. Research funding

B. Message retention and action

What kind of survey research focuses specifically on cause and effect relationships?

A. Explanatory surveys
B. Descriptive surveys
C. Evaluative surveys
D. Qualitative surveys

A. Explanatory surveys

What issue has reduced the accuracy of polling in recent years, according to the chapter’s opening example?

A. Increased mail surveys
B. High response rates
C. Growth of cell phones
D. Improved sampling methods

C. Growth of cell phones