MMC 3420 EXAM STUDY GUIDE
Formative research - Answer -evaluative process as you go along. ex: chef tastes soup
as he makes it
outcome objectives - Answer -are specific and concise statements that state who will
make
what change, by how much, where and by when. Clear, concise outcome objectives
clarify program expectations and can be used to determine progress towards a program
goal
Strategy - Answer -A cluster of decisions about what goals to pursue, what actions to
take, and how to use resources to achieve goals
Tactics - Answer -Actions that make the plan (Strategy) come to life.
Benchmark - Answer -A process whereby a firm establishes a level of performance by
comparing current performance against past performance or comparing current
performance against the performance of other companies or an entire industry
Output - Answer -are the actions you take to communicate your message to your stake
holders. Example : Brochures mailed to the affected public.
Outtake - Answer -knowledge, attitudes, opinions, and level of confidence. Self
expressed likelihood to take action or behavior. example: Percentage of contractors,
excavators, and homeowners who say they will call 811 before they dig.
Outcome - Answer -The stakeholders actions or behaviors. Example calling 811 before
they dig.
Advertising Value Equivalency - Answer -A calculation based on advertising rates and
the amount of media coverage.
Measuring Output - Answer -Meeting sign-in sheets, email reports showing "bounce-
back" and percentage who read the email, mail certification reports.
Measuring Outtake - Answer -Surveys: Mail, Phone, electronically. Interviews and
focus groups. Collection of anecdotal evidence from field personnel.
Measuring Outcomes - Answer -Behavioral observations, surveys, "analyzing call logs,
leak encroachment reports, and internal incident logs."
Outcome evaluation - Answer -Evaluates the program's end results against objectives
, Conative dimension - Answer -deals with actual consumer behavior, and, in many
instances, it is the most important of all dependent variables; often assess buying
predisposition & actual purchasing behavior
Goal - Answer -Establishes the overall direction and focus of the program and its
foundation for developing program objectives.
Qualitative research - Answer -*emphasis on words and feelings; *research
problems/methods evolve as understanding of topic increases; *smaller sample sizes;
*relies on categorizing & organizing data into themes or patterns to describe &
synthesize the data; *high level interaction with subjects; *many possible contexts &
meanings for different people; *subjective by nature (informal)
Quantitative research - Answer -Best for answering: How many? Counting, Predicting,
and Analyzing. Methods used: Content Analysis, Survey Research, and Experimental
Design. (formal)
Academic research - Answer -public; generally does not have any deadlines for
projects; less expensive. "Basic"
Applied research - Answer -Research conducted for the purpose of applying or testing
a theory to determine its usefulness in solving PRACTICAL PROBLEMS. "Private"
Operational Definition - Answer -an abstract set of instructions that describe what
operations allow one to determine if a concept or variable exists in a particular situation.
Independent Variable - Answer -In an experiment, the condition that is tested because
it affects the outcome of the experiment
Dependent variable - Answer -The outcome factor; the variable that may change in
response to manipulations of the independent variable
Control group - Answer -In an experiment, the group that is not exposed to the
treatment; contrasts with the experimental group and serves as a comparison for
evaluating the effect of the treatment.
Secondary Research - Answer -Someone else conducted it.
Primary Research - Answer -Did it yourself
Tertiary - Answer -Someone else's report of someone else's research.
Nominal Data - Answer -Data of categories only. Data cannot be arranged in an
ordering scheme. (Gender, Race, Religion) You use names to group.
Formative research - Answer -evaluative process as you go along. ex: chef tastes soup
as he makes it
outcome objectives - Answer -are specific and concise statements that state who will
make
what change, by how much, where and by when. Clear, concise outcome objectives
clarify program expectations and can be used to determine progress towards a program
goal
Strategy - Answer -A cluster of decisions about what goals to pursue, what actions to
take, and how to use resources to achieve goals
Tactics - Answer -Actions that make the plan (Strategy) come to life.
Benchmark - Answer -A process whereby a firm establishes a level of performance by
comparing current performance against past performance or comparing current
performance against the performance of other companies or an entire industry
Output - Answer -are the actions you take to communicate your message to your stake
holders. Example : Brochures mailed to the affected public.
Outtake - Answer -knowledge, attitudes, opinions, and level of confidence. Self
expressed likelihood to take action or behavior. example: Percentage of contractors,
excavators, and homeowners who say they will call 811 before they dig.
Outcome - Answer -The stakeholders actions or behaviors. Example calling 811 before
they dig.
Advertising Value Equivalency - Answer -A calculation based on advertising rates and
the amount of media coverage.
Measuring Output - Answer -Meeting sign-in sheets, email reports showing "bounce-
back" and percentage who read the email, mail certification reports.
Measuring Outtake - Answer -Surveys: Mail, Phone, electronically. Interviews and
focus groups. Collection of anecdotal evidence from field personnel.
Measuring Outcomes - Answer -Behavioral observations, surveys, "analyzing call logs,
leak encroachment reports, and internal incident logs."
Outcome evaluation - Answer -Evaluates the program's end results against objectives
, Conative dimension - Answer -deals with actual consumer behavior, and, in many
instances, it is the most important of all dependent variables; often assess buying
predisposition & actual purchasing behavior
Goal - Answer -Establishes the overall direction and focus of the program and its
foundation for developing program objectives.
Qualitative research - Answer -*emphasis on words and feelings; *research
problems/methods evolve as understanding of topic increases; *smaller sample sizes;
*relies on categorizing & organizing data into themes or patterns to describe &
synthesize the data; *high level interaction with subjects; *many possible contexts &
meanings for different people; *subjective by nature (informal)
Quantitative research - Answer -Best for answering: How many? Counting, Predicting,
and Analyzing. Methods used: Content Analysis, Survey Research, and Experimental
Design. (formal)
Academic research - Answer -public; generally does not have any deadlines for
projects; less expensive. "Basic"
Applied research - Answer -Research conducted for the purpose of applying or testing
a theory to determine its usefulness in solving PRACTICAL PROBLEMS. "Private"
Operational Definition - Answer -an abstract set of instructions that describe what
operations allow one to determine if a concept or variable exists in a particular situation.
Independent Variable - Answer -In an experiment, the condition that is tested because
it affects the outcome of the experiment
Dependent variable - Answer -The outcome factor; the variable that may change in
response to manipulations of the independent variable
Control group - Answer -In an experiment, the group that is not exposed to the
treatment; contrasts with the experimental group and serves as a comparison for
evaluating the effect of the treatment.
Secondary Research - Answer -Someone else conducted it.
Primary Research - Answer -Did it yourself
Tertiary - Answer -Someone else's report of someone else's research.
Nominal Data - Answer -Data of categories only. Data cannot be arranged in an
ordering scheme. (Gender, Race, Religion) You use names to group.
