APR EXAM QUESTIONS WITH CORRECT
ANSWERS
Research - CORRECT ANSWER✔✔-Systematic gathering of info: describe
| | | | | | |
& understand situation, check assumptions about publics &
| | | | | | | | |
perceptions, PR consequences | | |
1. Who: do we want to reach
| | | | | |
2. What: do we want them to do
| | | | | | |
3. What messages: for knowledge, opinions, behavior
| | | | | |
Primary Research - CORRECT ANSWER✔✔-New and original information
| | | | | | |
through research designed to answer specific questions: surveys, focus
| | | | | | | | | |
groups
Secondary Research - CORRECT ANSWER✔✔-Existing information in
| | | | | | |
databases, books, articles
| |
Formal Research - CORRECT ANSWER✔✔-1. Scientific
| | | | |
2. Random sampling
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3. Statistical standards
| |
4. Accurate
|
,Informal Research - CORRECT ANSWER✔✔-1. Subjective
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2. Pre-testing strategies
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3. Cannot be projected to entire population
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Quantitative Research - CORRECT ANSWER✔✔-1. Numerical
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2. Statistical
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3. Forced choice
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4. Objective & projectable
| | |
Qualitative Research - CORRECT ANSWER✔✔-1. Non measurable
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2. Investigates value of program
| | | |
3. How and why
| | |
4. In depth understanding
| | |
Research Considerations - CORRECT ANSWER✔✔-1. What decision will
| | | | | | | |
be made, and info needed
| | | |
2. Resources available
| |
3. Existing research
| |
4. Accuracy
|
5. Sample vs Universe
| | |
,6. Methods: survey, telephone, mail-in, online
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7. Time
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8. Confidence level needed
| | |
9. Questions
|
10. Internal or Public
| | |
11. Tabulation
|
Scientific Method - CORRECT ANSWER✔✔-Follow steps to test validity
| | | | | | | | |
& self-correct
|
Make PR strategic:
| |
- Define problem to inform decision-making
| | | | |
- Monitor implementation for accountability
| | | |
- Measure impact vs goals and objectives
| | | | | |
Procedure:
1. Select problem
| |
2. Review existing research and theories
| | | | |
3. Develop hypothesis and research Qs
| | | | |
4. Determine method
| |
5. Collect data
| |
, 6. Analyze and interpret results
| | | |
7. Present results
| |
8. Replicate
|
Research Methods - CORRECT ANSWER✔✔-1. Focus groups FAST/$$$$
| | | | | | |
2. Intercept interviews GEO
| | |
3. Phone survey F/$$$$
| | |
4. Mail survey SLOW/$$$$
| | |
---
5. Online survey F/$
| | |
6. Content analysis S/$
| | |
7. Comms audit S/$$$$
| | |
8. In depth interviews S/$$$$
| | | |
9. Phone interviews F/$$$$
| | |
---
10. Complaint reviews F BIAS
| | | |
11. Tracking calls, purchases, hits, actions F BIAS
| | | | | | |
12. Field reports F/$
| | |
13. Advisory panels F/$
| | |
14. Community forums S FACILITATOR
| | | |
15. Media analysis COMPETITORS
| | |
ANSWERS
Research - CORRECT ANSWER✔✔-Systematic gathering of info: describe
| | | | | | |
& understand situation, check assumptions about publics &
| | | | | | | | |
perceptions, PR consequences | | |
1. Who: do we want to reach
| | | | | |
2. What: do we want them to do
| | | | | | |
3. What messages: for knowledge, opinions, behavior
| | | | | |
Primary Research - CORRECT ANSWER✔✔-New and original information
| | | | | | |
through research designed to answer specific questions: surveys, focus
| | | | | | | | | |
groups
Secondary Research - CORRECT ANSWER✔✔-Existing information in
| | | | | | |
databases, books, articles
| |
Formal Research - CORRECT ANSWER✔✔-1. Scientific
| | | | |
2. Random sampling
| |
3. Statistical standards
| |
4. Accurate
|
,Informal Research - CORRECT ANSWER✔✔-1. Subjective
| | | | |
2. Pre-testing strategies
| |
3. Cannot be projected to entire population
| | | | | |
Quantitative Research - CORRECT ANSWER✔✔-1. Numerical
| | | | |
2. Statistical
|
3. Forced choice
| |
4. Objective & projectable
| | |
Qualitative Research - CORRECT ANSWER✔✔-1. Non measurable
| | | | | |
2. Investigates value of program
| | | |
3. How and why
| | |
4. In depth understanding
| | |
Research Considerations - CORRECT ANSWER✔✔-1. What decision will
| | | | | | | |
be made, and info needed
| | | |
2. Resources available
| |
3. Existing research
| |
4. Accuracy
|
5. Sample vs Universe
| | |
,6. Methods: survey, telephone, mail-in, online
| | | | |
7. Time
|
8. Confidence level needed
| | |
9. Questions
|
10. Internal or Public
| | |
11. Tabulation
|
Scientific Method - CORRECT ANSWER✔✔-Follow steps to test validity
| | | | | | | | |
& self-correct
|
Make PR strategic:
| |
- Define problem to inform decision-making
| | | | |
- Monitor implementation for accountability
| | | |
- Measure impact vs goals and objectives
| | | | | |
Procedure:
1. Select problem
| |
2. Review existing research and theories
| | | | |
3. Develop hypothesis and research Qs
| | | | |
4. Determine method
| |
5. Collect data
| |
, 6. Analyze and interpret results
| | | |
7. Present results
| |
8. Replicate
|
Research Methods - CORRECT ANSWER✔✔-1. Focus groups FAST/$$$$
| | | | | | |
2. Intercept interviews GEO
| | |
3. Phone survey F/$$$$
| | |
4. Mail survey SLOW/$$$$
| | |
---
5. Online survey F/$
| | |
6. Content analysis S/$
| | |
7. Comms audit S/$$$$
| | |
8. In depth interviews S/$$$$
| | | |
9. Phone interviews F/$$$$
| | |
---
10. Complaint reviews F BIAS
| | | |
11. Tracking calls, purchases, hits, actions F BIAS
| | | | | | |
12. Field reports F/$
| | |
13. Advisory panels F/$
| | |
14. Community forums S FACILITATOR
| | | |
15. Media analysis COMPETITORS
| | |
