PR: PRSA Module 2 Questions and Answers Graded A

PR: PRSA Module 2 Questions and Answers Graded A Which of the following is NOT a media search database? -PR Now -Factiva -Bacon's Media -LexisNow -Cision PR Now MBO is an acronym for... -Management by output -Managing best organizations -Management by objective -Metrics beyond observation -None of the above Management by objective It is important to determine the purpose of your PR research. Which of the items below is NOT a purpose of research in a campaign? -Causal/functional explanation -Counting the number of mentions -Descriptions -Understanding -Exploration Counting the number of mentions To be successful, the organization has to have a research plan for a campaign that should be revised and adopted -Periodically -Constantly -Continuously -Once a year -Both B and C Both B and C As you start you RPIE process, you need: -Evaluate your previous goals and campaigns -Consult with your overall business and strategy plan -Identify the issues for each of the steps in the RPIE -Do all of the above -Do none of the above Do all of the above Research in the planning phase of a program helps define achievable: -Goals and objectives -Program tactics -Returns on investment -Campaign methods -None of the above Goals and objectives What is the final element in any research program? -Analyzing the data -Reporting the data -Stating the problem -Collecting the data -None of the above Reporting the data The planning stage of the RPIE process is aimed, among other things, to: -Analyze the communicative and interactive footprint of the organization- public relations -Adjust tactics based on real-tome monitoring and evaluation -Complete the company's communication audit and conduct a situation analysis -Examine tactics in terms of effectiveness in real-time monitoring and evaluation -All of the above Analyze the communicative and interactive footprint of the organization- public relations The evaluation stage of the RPIE process includes: -Conducting primary research to evaluate the success of the campaign -Measuring the effectiveness of the overall communication efforts -Auditing and analyzing pre-test and post-test research effort -Gauging the campaign's success against its goals and objectives -All of the above All of the above If you evaluate research from your company's past annual reports, this of secondary research is known as: -Organizational research -Industry research -Stakeholder research -Financial research -Met-analysis -Organizational research What is the difference between primary and secondary research? -Primary is conducted at the beginning of the research phase; secondary is conducted during the evaluation stage -Primary involves direct, initial observation; secondary involves observation over a long period of time -Primary is you conducting new research; secondary is reviewing existing research -Primary is applied by corporations; secondary is applied by public relations firms -Primary is you conducting new research; secondary is reviewing existing research The PR process follows a four-step model in which____is represented at every step -Evaluation -Action -Planning -Measuring -Research Research What is NOT an advantage of primary? -Unique -Exactly about your issues -Specific to the organization -Inexpensive -All are advantage Inexpensive Which of the following is not considered a qualitative method of data gathering and analysis? -Experimentation -Ethnography -Historical/Archival -Discourse Analysis -Visual Methods Experimentation Propriety research is: -Often published in scholarly journals -Typically sponsored in scholarly journals -Accessible to anyone -Not designed for public consumption -All of the above Not designed for public consumption